1. People will know about the brand's virtues signalling.
*Moral signalling actually does nothing and supports the right cause.That means you are taking a moral stand on a problem.
Throughout the period of political brutality and anti-racist protests, brands seemed to struggle to deal with diversity and inclusion issues. However, too many brands have returned to their old ways as the public's interest has diminished.
When planning for 2021, marketers need to find a sincere way to melt social and environmental issues into their daily work. "The MZ generation tends to stick to brands that are responsible for CSR goals," said Daniel Ferguson, a Google Play marketing team. "In the future, brands are looking for new ways to engage consumers with CSRs beyond donations and simple fundraising in stores."
2. Diversity marketing will cover more topics than race and gender.
We know from research that brand advertising is more effective when emphasizing diversity. However, marketers expect brands to approach diversity and inclusion issues from a more holistic perspective in 2021, unlike in the past when most diversity-related marketing activities focused on gender and racial diversity.
Hannah Frankl, marketing manager for Google's fledgling campus team, also believes that by 2021, brands will try to truly embrace the users they want to contact. "About one-fifth of the world's population has disabilities, but according to a study by the Gena Davis Institute, only 2.2 percent of the numbers advertised in 2019 expressed disabilities. However, marketing in the future will try to better reflect the intersectionality and diversity of users, especially the reality of disability."
3. The user experience (UX) will be an important priority than ever.
More and more people are getting used to ordering daily necessities from apps with simple touches, and more and more are turning a blind eye to their robust technology and uncomfortable user experience as they learn to make video calls between family members.
"The Korona crisis will make people more familiar with digital tools and products and make advertising more interactive and user-friendly," said Bruno Dellfino, brand marketing manager. Connectivity-poor or confusing CTAs, slow page throughput, and desktop PC-only websites are no longer allowed. This year, the UX team will focus more on creating a fun and practical advertising experience from start to finish."
4. Live commerce will be a powerful force for the brand to stand out.
Emily Allen, marketing research director at Google's London office, said, "2020 was a year to upload videos, launch podcasts, or sell products online more easily than ever before. These behavioral changes can also be seen in the global Google trends 'How to Be influencer,' 'How to Start Podcasts,' and 'How to Make Money from Social Media'." Allen predicted that brands would devote all their energy to real-time e-commerce, which has recently emerged in this chaotic digital environment. "The search for 'real-time' and 'pop-up sales' that appeal to consumers with benefits that are only valid within a limited time has steadily increased over the past few years," said Allen.
5. Practicality will be the new premium standard.
Throughout the Corona crisis, people have come to rethink what is important and what is not.
Sarah Armstrong, marketing director for Google's hardware division, said, "While we focus on necessities and look for products that can meet our needs, we'll see more people-oriented practical campaigns. The New York Times, for example, offered solutions such as how to get a good night's sleep, and changed news messages to include content that is helpful in everyday life. "The story of 2021 will be something that can be realistically helpful to real people."
6. Augmented reality (AR) will be a key technology.
It's already been years since the brands started touching augmented reality. But as a social guide to staying at home, augmented reality technology is now in the process of being upgraded. 2021 will be the same year as a breakthrough in which augmented reality has a strong presence in terms of shopping, entertainment, communications and other aspects of our lives."
Kate Afanasieva, a London-based Google 구글상위노출 hardware marketing team, predicts a smooth transition to augmented reality because many consumers already have devices that support augmented reality. "More than 400 million devices worldwide support Google's AR Core. We may not have realized that augmented reality technology is already very close to our lives."
7. Micro influencer will have a tremendous ripple effect.
According to Kali Ridley, marketing director for Google's brand studio team, millions of followers and not big stars with them will be dominated by micro influencer.
"As NAT grows, we can: