05 Jan Conversational, Nostalgic Marketing to Take the Lead in 2021- (Uganda)
It has been a very surprising 2020 that predicating 2021 seems like a very impossible thing. The COVID-19 pandemic has shifted consumer behavior and industry demands, but still brands should be aware of these changing trends and adjust their Online Marketing content and brand messaging accordingly to fit the current landscape.
Predictions for 2020 were that there will be more visuals that happened with the live video conferencing that the Coronavirus made essential. Then there were the social media platform changes that we saw in Facebook’s desktop design and Google suites.
More shares and comments were seen to grow as people spent more time online during the lockdown. Demand for different content types rapidly grew unexpectedly. We concluded by asking you to save enough to spend in 2020 and surely more money has been spent on social media marketing for brand reach and engagement.
The Rise of Disinformation
Social media has always blurred the lines between fact and fiction, from the highly edited lives of some Instagrammers to Twitter parody accounts. The COVID-19 health crisis has brought the issue of disinformation to the forefront. Society is facing an uncertain future, and this uncertainty has created a hotbed of misinformation, with false stories leading to life-changing decisions. This is seen with Uganda Communication Commission (UCC)’s recent policy on bloggers who use social media platforms.
Personalized marketing online is nothing new, but because this time round it will be trending towards Conversational and Nostalgic Marketing. These two essentially use consumer data to tailor marketing communications that target specific demographics that 2021 businesses will need more.
Sales are no longer a top priority for customers; instead, it is information, engagement, and social issues that are driving engagement and future retention and building an emotional relationship with their consumers which will be achieved with personalized marketing.
Shift to Virtual Events
It is a tough time to be in the live events industry. Many live events sectors have been absolutely decimated by COVID-19, especially concerts, live shows, and professional conferences.
From March 2020, we saw a wave of cancellations and indefinite postponements. Virtual concerts are going to be the in things for 2021; BTS the Korean boy brand has shown us how to it better, Fezah Uganda has shown us that I can be done. Project X concluded its virtual auditions. This is going to continue like that.
Remixing and Visual Designs
Remixing the new user-generated content will evolve to include remixing. Remixing is the art of taking existing formats, templates, or ideas, and recreating them to express a user’s own personality or ideas.
According to Talkwalker a Social Media Analytical Platform, Remixing is on the rise through apps such as TikTok and Instagram Reels. The trend is only just taking off, the study added but is expected to lead to the rise of co-production opportunities in the future, with brands providing templates for users to base their content off. This will enable more organic connections between companies and consumers.
More Visual Designs will continue to happen as of the traditional Graphic Designs whose focus is on the content readability and its message. Visual Design which focuses on a product’s useability will take its place at the table because people will push it there with their spending habits.
Return of E-Marketing
During times of uncertainty, marketers tend to switch back to tried-and-tested marketing tactics instead of disruptive ideas. E-Mail marketing like newsletters and podcasts will make a come back as they are easy to establish and consume by customers. Also, because Email marketing allows businesses to nurture prospects through a long decision-making process without the same kind of budgetary commitment of say, paid social media.
Not so Much of AI
Artificial Intelligence (AI) and machine learning are entering the ‘trough of disillusionment’. There has been a relative lack of enthusiasm for the adoption of AI and Machine Learning despite the number of vendors offering solutions. But Chatbots’ are being adopted as they are being used for real customer care staff.
Social Media Giants will Adapt
Facebook has the new desktop design – the horizon, Twitter has voice tweets, and Instagram’s reels have balanced out, with Twitter being mentioned slightly more across digital news channels.
Despite differences in audiences, demographics, and users, these channels hold similar positions in consumers’ minds and are extremely unlikely to lose it. In 2021, they will still have a significant grip on the social media market, though they certainly will not be the same platforms used today as Tiktok looks to be catching up on the trend.
Consumer privacy and consent is significant emerging technology on the marketing curve, but it’s surprising that it’s not on both curves, particularly since one of the biggest trends in advertising during 2020 were the steps taken by Apple, Google and Mozilla to increase privacy controls for their users.
This threatens to significantly shake up the advertising models of Facebook, Google and the ad networks. Many users are going to get a number of notifications on improvements and new developments by the platforms they are using.
This is the study of words, their relationships, and what those relationships mean in specific contexts. This influences SEO(Search Engine Optimization) for search engines like Google.
So, in 2021 it will be how search engines use the myriad data available to determine the context, intent, and meaning needed to retrieve the most relevant content possible. In layperson’s terms, semantic search is how the Google algorithm can take your incomplete, grammatically incorrect, seemingly random search query and find exactly what you were looking for.
Fewer new innovations than in previous years since the innovation trigger part of the marketing curve are sparse, suggesting relatively few genuinely new technologies are emerging. Indeed, I am sure visual search has previously appeared here. This suggests to me that maturity in tools has been reached and genuinely new techniques will be rare in the future.
This first appeared in the New Vision 2021 hard copy Magazine Article written by Patricia Kahill.