In other words, marketers must toss out their old playbooks. The way the industry currently tracks, targets, and retargets customers will undergo major changes. Meanwhile, Apple's iOS 14 release privacy feature, which will stop the automatic background collection of data used for personalized ad tracking, is now delayed to 2021.
The CCPA, alongside the General Data Privacy Regulation, could serve as a blueprint for other states to enact digital privacy laws in the coming year. The CCPA, which limits how companies are allowed to handle the personal information of shoppers in California, reflects a growing nationwide concern for user privacy protection - 86% of consumers are worried about their data privacy, with Baby Boomers and Gen X being the least trusting. In 2020, the implementation of the California Consumer Privacy Act (CCPA) meant that brands advertising on Facebook experienced a sudden inability to target the millions of shoppers in California, which wreaked havoc on their ad strategies and ROI. Read More The New Challenge: User Privacy Protections Will Impact Targeting Let’s explore how small businesses can build brand trust through video marketing. Video marketing connects your brand with your audience.
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Video Marketing: How to Build Brand Trust With 30% of consumers saying that they would shop directly through social media platforms, you’ll want to explore creative ways to incorporate social media into your omnichannel e-commerce strategy.įor more on how to build brand trust with video marketing: On average, Gen Z has an 8-second attention span - it’s high time to start experimenting with how to best communicate your brand purpose, product values, and CTA in a short and snappy way.īonus Prediction: The way shoppers research brands and products on social media is evolving, and we’ll likely see social shopping become more popular on these short-form video platforms. TikTok for Business launched earlier this year and is set to expand its paid promotion and advertising options in 2021 - in other words, marketers should start studying up on this elusive platform now.ĭeveloping short-form videos may seem deceptively simple, but balancing branded messaging with the carefree tone associated with short-form videos will require customer research, strategy, and creativity. Given the love for all things quick and catchy, marketers looking to target younger customers must invest in their short-form video strategy and execution.
Given the boost in social media consumption for all generations, CMOs have redirected budgets to these channels - in Q2 of 2020, social media accounted for almost 25% of total marketing budgets, a rise of 13% from 2019. People’s boredom levels have increased while sheltering-in-place and many have turned to short-form video for entertainment: TikTok is now the preferred platform for Gen Z, Snapchat implemented a major redesign, and Facebook launched Instagram Reels to get in on the action.
The New King of Social: Short-Form Videos So, come 2021, will content still be king? Which platforms should brands invest in? How can marketers best engage and retain customers? It’s never too early to start researching, strategizing, and planning - here are our predictions of 2021 digital marketing trends that all savvy marketers should keep an eye out for. Yet, given the rapid onset of new technologies, behaviors, and trends, skilled marketers must look even further into the future. Digital marketing has evolved just as much, with the development of virtual platforms to replace in-person experiences and campaign redesigns to acknowledge the new reality. Thanks to the pandemic, the retail landscape has dramatically transformed, with customers forging new shopping habits and upping their expectations for brands.
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