To wrap up our 2021 trends series, let’s explore how paid media advertising and social media marketing are evolving in the new year. If you missed our previous blogs, check out our holistic trends, commerce trends, and search marketing trends articles.
1. More automation and omnichannel strategies
In 2021, we expect to see even more advancements in the automation of paid media platforms. While automation takes some control out of marketers’ hands, it provides benefits like the ability to move quickly and efficiently improve performance.
Brands must also develop omnichannel strategies. A diverse media mix allows brands to be nimble and adjust priorities and budget based on results or platform changes.
The influx of new streaming sources and vendors providing ad placement within these services will lower the barrier of entry for digital TV spots, offering brands new digital opportunities.
Additionally, ad creative and crystal-clear messaging will become even more important in helping brands stand out among their competitors.
2. Culture and values
Moving forward, cultural trends and preferences will determine advocacy and engagement, not algorithms. Low-fidelity video content has taken over for the foreseeable future, led by TikTok. Memes and GIFs will remain a way we communicate with each other and with brands.
“53% of consumers agree that every brand has a responsibility to get involved in at least one social issue that does not directly impact its business.”
Fifty-three percent of consumers agree that every brand has a responsibility to get involved in at least one social issue that does not directly impact its business (Edelman Trust Barometer Report, 2019). This means social media channels will become a primary way to express brand values and build trust with consumers.
3. Influencer marketing
Despite expert predictions, influencer marketing remained steady and even grew in 2020. Influencers turned into content engines for agencies and brands during the pandemic as an inexpensive and easy-to-manage way to engage consumers. So, it’s no surprise that influencer marketing spend is projected to grow by 15% in 2021 (Talking Influence, 2020).
The result? CPG and DTC brands in particular should feel confident in influencer marketing as a growth channel moving forward.
Optimizing your media strategy
Consumers expect brands to meet them in the moment on whatever channel or device they’re engaging, rather than offer siloed, general noise.
DEG’s award-winning media + search and social media marketing teams collaborate with national brands seeking to maximize engagements and provide personalized digital experiences that build lasting relationships.
Are you interested in learning how you can implement more paid and social media tactics in 2021? Schedule a meeting with one of our DEG experts.