Revisiting Indie’s 2021 Predictions: Did We Get It Right?
If there’s one thing we’ve learned in these past two years, it’s that we cannot predict the future. Still, times are even as uncertain and unstable as they were back in March 2020. However, that didn’t stop the Indie team from sharing our opinions of marketing trends to look out for last year. Did we get it right or miss the mark? We take a look back at our 2021 marketing trend predictions to see just how clairvoyant we actually are…
1. A Greater Emphasis on Building Trust with Consumers (particularly when it comes to data collection)
Of course, it’s still as crucial as ever for ethics to be at the heart of any data-driven marketing plan. Thanks to “The Great Hack”, I’ve had one to many conversations with my parents describing the purpose of cookies, which shows that even the most unassuming consumer is concerned with how brands are leveraging their information.
With users becoming more and more aware of and interested in how their data is being collected and utilized, it is increasingly important for brands to maintain a level of transparency. Furthermore, as technology advances, data collection gets more personal, and brands are responsible for making sure data is used in a way that is beneficial to consumers without compromising privacy concerns specific to each individual.
The way brands can alleviate these concerns is by developing deep, personalized consumer experiences possible only through the use of data collection. Take McDonalds for example – In their largest acquisition ever, this burger conglomerate invested heavily in data collection to provide customers with personalized menu experiences that account for past purchases, time of day, weather, and even local events.
2. Content Consumption: Quality over Quantity?
I am a perfect example of someone who consumed gobs of terrible quality content in 2020. Unfortunately, I can’t say this behavior shifted last year as I gear up to watch the 4th season of Selling Sunset, but luckily, I’m not the norm. According to Attest’s 2021 US Media Consumption Report, streaming has overtaken live TV for the first time, which may support our hypothesis of quality over quantity.
Additionally, there has been a dramatic decrease in TV bingeing all-together in 2021 as Americans reenter society and start to spend more time with people again (what a concept!). In fact, TV consumption is considerably lower than pre-pandemic levels. In 2021, Americans also spent less time watching the news, dropping to only 32% of Americans tuning in, compared to 46% in 2020. This shows that consumers are becoming increasingly interested in escaping reality when they do have the time…back to Selling Sunset it is!
3. Saying Goodbye to the Digital Marketer
Because mobile usage continues to increase, consumers are becoming more utilitarian in nature when it comes to making purchases. Consumers are looking for a seamless experience wherever they are, whether that’s scrolling on the A train or jumping into Starbucks on 7th Ave.
Whatever it is, consumers want it easily and they want it now. That’s why allowing for an efficient experience via offline & online is always going to remain imperative for brands. However, allowing for a faultless online experience takes skill and smarts. That’s why making sure your brand is equipped with the proper talent to aggregate and analyze data that supports a clear strategy is something that businesses prioritized last year and will continue to prioritize for years to come.
In 2018, The World Economic Forum published predictions for the workplace, stating that by 2022 85% of companies will have adopted big data and analytics technologies and 96% of companies were definitely planning or likely to hire new permanent staff with relevant skills to fill future data analytics related roles. In fact, “Data Analyst” was one of the most in-demand jobs in 2021.
4. Video Marketing
Surprise, surprise – we were right again. Businesses using video for marketing purposes grew to 86% last year. Across the board, marketers are betting big on video and it’s showing in ROI. The average person spends 18 hours a week watching online videos, which means more time with your brand and hopefully higher retention and favorability. According to a survey conducted by The Drum, 85% of users say they would like to see more video content from brands. Additionally, the preference is for short form video. Therefore, it comes as no surprise that Tik Tok had an amazing 2021, now with over 689 million global active users.
5. Brand Capitalize on Change
More and more brands are capitalizing on virtual experiences. In 2021, free shipping, quick returns, and money-back guarantee was the name of the game. It could not have been easier to purchase things online. A good example of a brand that perfectly merged quality with the ease of online shopping was Sene Studio. Users are asked to take a short style/fit quiz and ultimately a pair of customized jeans show up at your doorstep. Offering unlimited remakes & alterations, free shipping, and a one-of-a-kind experience, Sene demonstrates how value does not have to be compromised for efficiency.
6. People First
If you told me a year ago that I would be working remotely for a company of 12 people, I would think you were crazy. However, 2020 put a lot of things in perspective for me, as I’m sure it did for most. Companies now have a desire to uphold and contribute to an employee’s overall happiness and self-worth. More businesses are providing the opportunity for hybrid or fully remote working. The opportunities to connect and build relationships in person are cherished and celebrated rather than thought of as a requirement. “Community” and “culture” feel less like buzzwords and now hold more weight in the wake of the pandemic.
A people-first mindset does not only pertain to business, but also, I see this attitude across my interactions with friends, family, and even strangers. People continue to be at the forefront of everything we do as marketers, so it comes as no surprise that this is also true in other aspects of our lives.
