Standing still in business has historically proven to be a recipe for disaster, particularly for companies who are steadfast in their resistance to change.

With that in mind, we take a closer look at some of the critical areas where companies may look to invest in digital marketing in 2021.

Digital Marketing Agencies

Many businesses have found things extremely challenging in recent times, and this has forced them into making significant financial cuts.

Staff in marketing and advertising departments are often the first to be sacrificed in those circumstances, despite this being a somewhat counterproductive move.

Numerous companies will need to find different ways to promote their goods and services, and digital marketing agencies are likely to be the beneficiaries.

Outsourcing marketing activities to agencies allows businesses to leverage specialist knowledge to their advantage and can provide a much greater return on investment.

Targeted Social Media Marketing

Social media platforms such as Facebook and Twitter provide businesses with the ability to gain an in-depth understanding of what makes their followers tick.

Their analytical tools offer companies in-depth insights into the people who engage with their pages, thus allowing them to tailor future marketing campaigns accordingly.

With daily internet and social media usage continuing to rise, it is imperative for businesses to build and maintain a robust online presence.

Targeted social media marketing should be an integral part of this strategy, and it is anticipated that more businesses will embrace this ethos in 2021.

Fewer Public Relations Campaigns

While public relations campaigns still have their place within marketing, there has recently been a shift towards businesses focusing on leveraging more reactive opportunities.

Bad PR campaigns are often rooted in the same problems, with businesses making the mistake of allowing the brand to take precedence over the story.

Very few media outlets are interested in running brand-based stories, but they are certainly open to content that has a hook that will resonate with their audience.

On this basis, more businesses will wise up to the need to be cuter with their PR, and this should lead to fewer traditional style campaigns being run.

eCommerce Advertising

With an increasing number of consumers turning to the internet to buy goods and services, businesses will seek to take advantage of this from a marketing perspective.

Companies such as Amazon and Walmart have attracted more shoppers in recent times, and this has benefitted their advertising sale businesses.

According to eMarketer, advertising on eCommerce platforms increased by 39% in 2020, and this is expected to rise by another 30% next year.

Many businesses believe that this type of advertising offers greater measurability and ROI, as leading eCommerce sites have a greater understanding of their customers.

Socially Conscious Marketing

Advertising agencies such as AdSavvy are keen advocates of brand building, and this marketing practice will remain hugely important during 2021.

It is anticipated that many businesses will increase investment in socially conscious activities that will help to present a positive outlook of their brand.

People in the Gen Z demographic are particularly keen to engage with companies who are active in areas such as mental health, inclusivity and social justice.

Marketers will feel compelled to push their organisations to take meaningful stands on social issues to ensure that they aren’t left trailing by rival businesses.

By Ahmed Bilal

Disclaimer: The above is a matter of opinion provided for general information purposes only and is not intended as investment advice. Information and analysis above are derived from sources and utilising methods believed to be reliable, but we cannot accept responsibility for any losses you may incur as a result of this analysis. Individuals should consult with their personal financial advisors.

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