Top Performance Marketing Trends for 202109-Feb-2021
2020 was a year that saw the emergence of marketing trends that focused on the concept of humanization alongside optimization. Brands faced different new consumer behaviors that prompted them to adjust their strategy and marketing efforts. Like every other year, 2021 comes with a set of marketing trends that you need to know so you can fine-tune your branding efforts and structure your campaigns accordingly. Here are the top performance marketing trends for 2021.
Inclusivity was a major issue that made the headlines in 2020, with the Black Lives Matter movement bringing to the fore critical issues that linger within various elements of the society. More people, especially younger audiences and marginalized groups, want to see broader views on identity and diversity, with recent trends showing that they are likely to switch from retailers that don’t emphasize diversity and equality enough. As a result, we can expect to see marketing efforts in 2021 that cover different races, sexualities, religions etc.
Another issue that will affect performance marketing trends in 2021 is that of sustainability as many consumers (up to 81 percent to be precise) are becoming more aware of the need to save the planet. They want to make sure that the brands receiving their money realize that our earth is a fragile place and that they are committed to improving the environment. Over the years, we have seen brands move towards a more sustainable future in their activities but 2021 will be more about brands communicating their efforts towards sustainability through their branding and content.
At least 27 percent of internet users are expected to adopt ad-blockers in 2021 and this poses a serious threat to the marketing industry as it may lead to a drastic shortfall of revenue for many digital marketing experts and their clients. Because it is unlikely that many users will turn off their ad blockers to continue on websites, marketers running PPC campaigns will adapt to the new change by coming up with new ways to carry out their campaigns such as influencer marketing or sponsored content. Expectedly, some marketers will devise ways to circumvent ad blockers but it’s only a matter of time before ad blocker developers plug the holes.
4. Shoppable Posts
This trend started last year due to the pandemic and gained traction when Instagram unveiled checkout that allows users to complete their purchases from within Instagram. It helped to solve the problem of customers abandoning their purchase because they got distracted when they entered a new app or signed into an unknown store. 2021 will see an increase in the adoption of this trend as more social media platforms will play the role of a channel for eCommerce sales.
5. Interactive content
Interactive trends have been around for a while but just gained recognition as a best practice after proving that it is an effective way of boosting engagement rates and improving users’ enjoyment. Examples of interactive content include quizzes, embedded calculators, augmented reality ads, 360-degree videos, giveaway polls etc.
Knowing the trends to expect in 2021 can help marketers identify the opportunities that the year presents and also allows them to properly position to leverage them. With the above performance marketing trends you can harness the activities highlighted to drive your campaign’s success.