150+ Marketers Share Their Marketing Predictions for 2021- Part 12



2020 was a tough year, we all hope that 2021 will be better. 

As 2021 begins this is a good time to reflect on what we learned so far and how the future might look like. 

In this comprehensive roundup from 162 marketers you’ll find diverse perspectives from a wide range of marketing professionals, founders, and CMOs. The predictions are sorted by categories to make them easier to browse. 

You’ll notice that a few clear patterns emerge across categories, a number of themes repeat like video marketing, Clubhouse, community, regulation, customer experience, data, and work-from-home.

Happy learning from the collective wisdom.

 

General Marketing

 

Russ Somers

Russ is VP Marketing at TrustRadius. TrustRadius is a B2B review site helping over 1.2 million visitors monthly make serious technology decisions. They help technology vendors connect with and influence target audiences through content, tools, intent data, and more.

“One of the more cheerful predictions I can make, based on data from our audience, is that spending on marketing technology is going to rebound. 56% of our buyers said it would return to pre-pandemic levels or increase, and only 17% expect a decrease. 

That spend won’t be evenly distributed, though, for two reasons. First, there are big demographic shifts afoot. 60% of buyers (including in the enterprise) are Millennials now, and they listen to each other – not to marketers. Second, the pandemic has permanently changed the way we work, accelerating the trend towards buyers wanting to self-serve on their buying journey. So those two trends mean that marketers that turn their customers into advocates and really work to understand the detailed signals from intent data (rather than using intent as a blunt instrument) will do very well indeed.”

Follow Russ on Twitter @rsomers and on Linkedin Russ Somers

 

Abhi Jadhav

Abhi is the Founder at Bay Leaf Digital, which is a SaaS digital marketing agency. They help B2B SaaS companies grow through their unique growth marketing process. They service SaaS companies that are either pre-product market fit, those that have proven their SaaS model and are emerging, or those that are transitioning from an on-premise solution to a SaaS solution with an intent to expand their market reach.

“While the large, remote workforce enabling SaaS companies did well in 2020, most other SaaS companies held off on investing in marketing during the height of the pandemic. With additional stimulus and vaccine rollout, we are already seeing and expecting demand for digital marketing to surge in 2021. As a result, bidding for eyeballs and attention will get more expensive. 

As marketers, we need to become very fine practitioners of our art so we can continue to deliver value while cutting through the elevated noise of every other company trying to get attention in 2021. Good luck to every digital marketer out there!”

Follow Abhi on Twitter @AbhiJadhavNow and on Linkedin Abhi Jadhav

 

Ishaan Shakunt

Ishaan is Founder and Marketing Consultant at Spear Growth, he helps startups launch digital marketing initiatives, including strategy, set up, ROI and scaling.

  1. There will be a lot more talk about Category creation among execs.
  2. There will be a continued increase in companies adapting MarTech (and not finding the right people to be able to do it).
  3. There will be an increased focus on communities and email lists.
  4. There will be way too many digital events. There will be some new trend to actually make this feasible.
  5. More companies will try to get into podcasting.
  6. Influencer marketing will continue to grow and evolve.
  7. More brands will delve into storytelling.

Follow Ishaan on Twitter @ishaanshakunt and on Linkedin Ishaan Shakunt

 

Kinga Edwards

Kinga is Owner of the SaaS Marketing Agency Brainy Bees, they do SaaS content marketing and PR.

  • Growing importance of the community – Already in 2019, during the F8 conference, Mark Zuckerberg said that “groups are at the heart of the experience”. Community building is not a new trend, but microcommunities are. I foresee the construction of groups and “pods” (small interest circles) focused on niches.
  • Modifying the formula of online events – 2020 forced changes for the conference organizers and the formula for organizing events changed, transferring all initiatives to be online. However, not everyone coped with the challenge of transferring, not so much the content or presentation, but the networking. In my opinion in 2020 there will be an emphasis on better networking and user involvement, as well as more targeted promotion. Events can take the form of round tables, debates, breakout rooms for 10-15 people. Large conferences or webinars will also do quite well, but the audience will require even better online representation of offline events. It won’t work without proper networking.
  • Even greater synergy between the world of e-commerce and the world of social media. We already have posts with tagged products or collections on Instagram, I envision even more opportunities to cover e-commerce opportunities in communication on social media. This is an e-commerce dilemma where businesses might be forced to ‘sacrifice’ website traffic in favor of social media checkout.
  • More thoughtful content marketing. Not only the content itself (new types, testing, analysis and optimization), but also its distribution, which often scares marketers.

Follow Kinga on Twitter @KingaOdziemek and on Linkedin Kinga (Odziemek) Edwards

 

Dina Taitelbaum

Dina is head of Growth at Pudding.ai, they help marketing strategists, directors, and specialists with their real-time ad creative analysis using AI technology. They combine all performance data to elevate the efficiency of work and the communication between creative & media teams. Pudding offers actionable insights and feedback that helps with future campaign strategy, identifying fatigue ads and ways to fine-tune them.

“There are several aspects of marketing and advertising that have changed over the course of 2020 that help identify potential trends for 2021. Due to COVID-19, our world has been adjusting to social distancing and work-life balance from home. Thus, in many ad creatives we can expect to see fewer images/videos with a large volume of people. It is very likely that marketing strategists are facing restrictions that result in smaller production teams, open space shots with little to no people involved. 

Beyond conceptual changes to the ads, there is also a larger volume of ads in general which will likely grow further in 2021 due to the increased competition. Many companies have limited traffic to their brick & mortar location and many are focusing on digital efforts and an increase in ad spend. That being said, a lot of our customers have mentioned bringing a creative team in-house in hopes to increase ad quality and quantity while focusing on consistent branding. After all, effective branding increases awareness, loyalty, and of course, sales – that hasn’t changed! 

Finally, 2021 doesn’t leave much room for intuition when it comes to marketing and advertising which means marketers need to use data now more than ever to increase the performance of their campaigns. A/B testing is now a luxury to many companies because it requires breaking up the campaign spend to identify the winning one.”

Follow Dina on Twitter @dinxtait and on Linkedin Dina Taitelbaum

 

Gina Hortatsos

Gina is CMO at LogicGate, they help companies manage and mitigate corporate and operational risks posed to their organizations every day. Their audience include risk management professionals, compliance professionals, cybersecurity and infosec leaders, operations leaders, and legal and finance leaders.

“2020 taught us that you have to be ready for anything. I predict that it will be hard to predict 2021 market behavior and macro economic factors. So, do you have the right processes, listening / assessing mechanisms, and operating model in place so you can stay a step ahead of – or quickly react to – changes affecting your market? 

Do you have a voice of the customer program; consistent access to market data and insights; and frequent feedback loops with your feet-on-the-street customer and prospect facing teams? Even more importantly, do you have the discipline down to collect this information, analyze it at the right times, and make changes quickly? Marketers who have a pulse on their market, the ability to quickly read and assess changes in that pulse, and rapidly adjust will thrive in 2021 and beyond.”

Follow Gina on Twitter @ghortatsos and on Linkedin Gina Hortatsos

 

Nadia Vanderhall

Nadia is the Founder of The Brand + Bands Strategy Group. Specializing in Branding, Digital and Consumer Finance.

“After a year like 2020, the digital landscape will be taking the lessons learned and leveraging them to better help connect brands with their audiences. There will be 3 big trends to see throughout this year: Conversation, Connection and Convenience. 

When it comes to Conversation, brands (+influencers) are going to find ways to better connect with their audience, the difference will be more engagement vs the sale. Digital/Social Media has become very sell-driven which is a major turn off for people. Expect for conversations online to deepen due to the fact that more people are online vs standing in line (for certain industries). 

Connection is the key to Conversation. The human like tone that brands pivoted towards during the pandemic will continue in 2021. From insightful questions to cause-driven posts and content, brands are looking to connect and convert their audience. They are learning how to ‘read the room’ during certain situations to not appear tone deaf, which is a smart thing to do. 

Convenience is something we will see in many ways. When it comes to shopping for example Instagram is leading the way with their “shop” feature within the app. They are making it easier for small businesses to benefit within their platform by being able to sell to a large audience – a Win Win. This will be applied throughout many aspects this year. 

All three are key factors when it comes to digital strategy and execution this year. When the world opens back up, these tactics will deepen the metrics and storytelling that brands are starting to lean into.”

Follow Nadia on Twitter @NVKnows, on Linkedin Nadia Vanderhall and on Instagram @nvknows

 

Raluca Apostol

Raluca does Lead Generation, Nurturing and Campaign Marketing at Event Marketing Stars, she specialises in helping education and tech businesses grow their network, community and sales.

“2021 will see us going back to smaller. To smaller events, tighter communities, niched segments. This isn’t to say mass marketing will become obsolete, but it won’t be the norm either. As customers become more open to working with smaller businesses, big companies will see themselves creating new divisions and brands to keep that tight knit community feeling.

Events see an even higher need to be original. Gone are the days of Spring 2020 when any online webinar had hundreds of registrations. Online content will need to provide a new angle compared to all the videos that are easily accessible now. Plus, we’ll need to put interactivity and engagement at the heart of every hybrid or online experience we develop. If attendees will only have chat and comments at their disposal to engage with others, they’ll leave the event.

We won’t see offline events come back until late summer and when they do, they will be aimed at smaller audiences. Which means we’ll need to reconsider sponsorship packages and company partnerships to provide value in new ways. Marketing targets will be to reach fewer audiences, but increase their lifetime value, especially in B2B.”

Follow Raluca on Linkedin Raluca Apostol

 

Marta Piotrowiak

Marta is Senior Marketing Specialist at TimeCamp, a B2B SaaS company creating time tracking and billing software. Their clients are SMBs and enterprises from IT, marketing, accounting, and many other industries.

“Most of us learned in 2020 that many predictions fail, but it is still worth trying to prepare for the future. The year 2021 will be a great time to prepare for and hopefully experience going back to normal. 

It will be a slow process of going back to offices, meeting friends, and going to parties. Still, many employees will still be working remotely, so marketers should consider this new lifestyle, with less in-person and more online activities. Many trends were started by the pandemic, and they won’t dissipate entirely. It will increase the significance of digital marketing compared with other channels. 

Marketers in 2021 should consider making or performing at online events. These are great opportunities to reach your audience all over the world and build your brand. It is also important to get the advantage of personalized, automated marketing when face-to-face contact is limited. This trend has been present for quite a long time in marketing, but it’s accelerating now, meaning we now get more and more sophisticated tools and need to connect with clients online on a significant scale. One of the most important trends is also quality. 

You won’t get many customers anymore by just providing poor quality content, non-personalized email, or social media posts with a meme that was popular two years ago. Customers are easily getting discouraged by poor marketing, and they will check your offer twice before deciding. So focus on marketing channels where you can do something outstanding instead of doing just OK in too many areas.”

Follow Marta on Linkedin Marta Piotrowiak

 

Volkan Kaya

Volkan is Founder and CEO at Versoly, they target marketing sites and SaaS.

Marketers will start leveraging no/low code tools more to build products that provide value for potential customers or increase revenue from existing customers.

Free tools like HubSpot’s make-my-persona are much easier to market and get leads in the top of the funnel faster.

It is possible to generate more revenue from existing customers while improving customer retention and reducing churn. Such examples include job boards like Makerpad Jobs, and courses like Moz Paid Academy. In 2021 there will also be more marketplaces connecting customers with partnered vendors.

Follow Volkan on Twitter @volkandkaya and on Linkedin Volkan Kaya

 

Jasna Potisek

Jasna is Founder and CEO at Undercover Marketing, they do multi-channel marketing strategy, social media marketing, paid advertising, focused on 10x business growth for clients. 

“Strategy for success is now more than ever a fusion of organic conversational marketing and paid advertising. 

What are key digital marketing trends and changing consumer behavior showing us:

  • You can’t rely on one channel only, you can’t rely just on organic traffic and growth and you can’t rely on paid advertising on one channel only. Instead, use a multi-channel approach and exciting fusion of different strategies and tactics that are totally adjusted to your business and your market. 
  • Don’t just follow trends! Test and try in real-time and then optimize to get more leads, more clients and more sales. The best approach is to go into action as soon as possible and try with real potential clients in real-time, pivot as soon as possible. Test, try, pivot, optimize and succeed. 
  • Know your customers and use a data-driven approach to help you find the winning formula. Use data and analytics to give you new insights and a view into the backstage of your business and your market. Then you will know what to do and the data insights will show you the way to success.”

Follow Jasna on Instagram @_jasnapotisek, on Facebook Undercover Marketing Media, and on Linkedin Jasna Potisek

 

Emma Downham

Emma is a Demand Generation Marketing Manager at Outfit, a B2B SaaS platform that enables enterprise brands to create on-brand content with advanced templates. In a nutshell, people with no experience in design can create content (social tiles, A4 flyers, billboards etc) within minutes and without going off brand. They target marketers and brand operation managers at enterprise companies.  

We’re B2B and primarily target APAC, North America and the UK. It’s so interesting to be in all of those markets during this time! For North America, I think we’ll see advertisers pulling back spend on traditional social platforms and paying for industry body email sends to specific verticals – so much so – industry bodies will be able to charge more and be very selective with who they work with. 

In APAC, with people working back in the office, I think we’ll see marketers start to head back into the events space with their spend, but be clever about post-event follow up, especially now that everyone’s been forced to learn and understand webinars! In the UK, with GDPR, I believe marketers will hyper target on paid social channels and attend online events with the hope folks will opt-in. 

Follow Emma on Twitter @emmagalliott and on Linkedin Emma Downham

 

Ahmad Alshareefi

Ahmad is Digital Marketing Consultant at Big AI Consulting, he specializes in Google & YouTube Ads targeting owners at businesses that are e-commerce, consultancies, fitness, and coaching, with annual turnover of $1M.

“There will be alot going on in the digital marketing world during 2021, starting with the Apple ITP update (Intelligent Tracking Prevention) and the digital migration to new platforms. Therefore there will be a big change in the customer behavior and journey. Companies will adjust to a digital first strategy which will increase the spend on paid media channels and eventually increase competition on the ad space which will drive increased prices.

Video is going to play a key role in connecting businesses & customers based on storytelling and relating to the audience. According to a study by Microsoft, the average human now has an attention span of 8 seconds. Being present and connected with potential and existing customers will be more impactful.”

Follow Ahmad on Twitter @aqatei and on Linkedin Ahmad Alshareefi

 

Heather Bien

Heather is a Copywriter and a Content Writer, she specializes in B2B SaaS content writing. As a freelance she also works with creatives, e-commerce and retail brands on website copy, email, and content.

“2020 taught us that we can’t rely on predictions because we have NO idea what’s happening next week, much less next quarter. However, as anxieties and tensions continue to run high through Q1, we’ll see customers yearn for a direct, human relationship with brands. 

They want to know there’s a living, breathing human behind the ad or email. How can you connect your team with users? 

Also, think wisely before inserting yourself in conversation or moment, customers are savvy enough to see through performative promises. Instead, look for specific, on-brand opportunities where you can connect genuinely.”

Follow Heather on Twitter @hmbien and on Linkedin Heather Bien

 

Jake Milstein

Jake is CMO at CI Security, a cybersecurity company specializing in protecting and defending mid-market organizations. Most of their customers are in healthcare and local government though they also have customers in many other sectors.

“2020 was a year when small and mid-sized organizations froze or slowed their security spending. The criminals took notice and attacks went up. In 2021, those companies are seeing what happened and looking for new security solutions, ones that don’t cost a huge amount. 

I see orgs realizing that their workers will continue to WFH and looking for ways to support those workers. Gone is the idea that everyone will come back to the office in one fell swoop. Now, it’s a hybrid workforce that comes into the office sometimes, but a majority of the time is elsewhere. While companies look for ways to adapt to the new behavior, marketers will look for ways to reach those individuals. The way we reach them is less important than the content we provide. Marketers need to understand the shift in mentality, the shift in needs, and the shift in behavior for the 2021 “workplace.”

People will be less interested in being “talked at” in a webinar and more interested in interacting with colleagues and experts in on-line panels and discussions.

Another prediction is that this will be the most important year in PR and Communications ever. With COVID and Politics continuing to dominate the news cycle, stories will have to be extremely relevant and valuable to get readership/viewership. Companies will have trouble breaking into the news cycle with product announcements and the like. Instead, they need to be part of the news cycle to stay relevant. As people look for valuable news, companies will need a clear message about how they are making the world a better place. They will need to communicate clearly how they are helping, who they are helping, and why they are helping.  

Marketers will be forced to get serious about security this year. The number of breaches is rising, and marketers will have to both pay attention to their own security practices and will have to add to their marketing why their product is secure. Buyers will begin shying away if a vendor cannot pass security tests.”

Follow Jake on Twitter @ContentAndFacts and on Linkedin Jake Milstein

 

Kevin Snow

Kevin is the Owner at Time on Target, he helps businesses plan, design and implement sales automation programs that close more sales, create happier clients and make life easier for the business owner.

“Small businesses accelerate their digital growth – During 2020, even brick and mortar small businesses that traditionally depended on a physical presence adapted to the times and went digital. This year, small businesses will continue this trend and invest in building and maintaining an online presence.  But it won’t be enough to just be online, there will be a greater emphasis on tracking the entire customer lifecycle journey online and using data to inform decision making. This will provide more opportunities for small businesses to compete with larger businesses that operate in the same markets.

Businesses will go bigger with their message but simpler in how it is conveyed – With the move from racing to your next meeting to working remotely, brands will explore new ways to get their message in front of their ideal prospects that don’t get lost in the noise of already crowded mediums like social media. Podcasts, live video, and apps like clubhouse will become cornerstone tools for brands to introduce themselves to new followers but expect a more intimate experience with these events that is driven by people’s desire for something that feels more personal.

Personalized video will continue to grow as a way to connect with an audience – This desire for a personalized experience will also fuel the increase in the use of personalized video.  The public has become better educated in how email marketing works and the personalized emails that used to make the reader feel special are now expected as standard practice.  Adding personalized video to these efforts will keep a brand’s message top of mind.  And let’s face it. who really wants to read an email when you can click play and have the sender say it to you in their own voice.”

Follow Kevin on Twitter @kevinesnow on Linkedin Kevin Snow and on Instagram @kevinesnow

 

Patrick Prothe

Patrick is the founder and fractional CMO at Patrick Prothe, he specializes in high growth B2B start-up technology companies particularly in the Audio, Video and Construction verticals. 

“In the SaaS world customer acquisition will continue to get harder and more costly with the proliferation of start ups vying for attention, and given it is easier than ever to develop software. 

Marketers that don’t make use of analytic tools will find themselves left behind by those that do. They’ll need to capture more data in real time and respond faster to drive sales. Often 24 hours is too late. Customers expect near instant answers to their questions and brands need to implement tools that facilitate real-time conversations similar to B2C. 

An amazing product is also no longer enough. It begins inside the company with an end to end customer experience baked into the culture. Marketing will increasingly be facilitated by the marketing department but it will require all aspects of a company to work together on the brand experience. Brands need to make their customer the hero, understanding exactly what problems they solve and why. Culture matters and it needs to be more than fancy words on a wall. Those that get this will win. 

In D2C, the obvious is that online commerce will continue to increase at a greater rate sparked by the pandemic. Increased competition means brands need to work harder to cut through the noise with more fluid and engaging shopping and buying experiences. 

In both B2B and B2C, customers are saturated by choice and information. Brands that make it easy to choose them will outlast those that don’t. All companies need to reduce friction in their buying process.”

Follow Patrick on Twitter @pprothe, on Linkedin Patrick Prothe and on Instagram @patrickprothe

 

Greg Elfrink

Greg is Director of Marketing at Empire Flippers, they specialize in helping people buy and sell profitable online businesses. Their target market is any entrepreneur who has built a profitable SaaS, e-commerce store, or content business and wants to get the highest possible exit for their business. 

“My prediction for marketing is that video is going to become even bigger than it already is. You can see this with some of the new additions of video to Linkedin’s self-serve ad program, but also with the explosion of apps like TikTok. I think more “alternative” forms of social media could stand a real shot of standing out in 2021, things like Clubhouse come to mind as a recent explosion with an audio-first format which is quite unique. 

The updates to privacy and the potential fading away of cookies likely will affect things in a bigger way in 2021. This could be a real problem for those who rely on precision-driven data when scaling campaigns. I think this will likely bring back some more of the direct marketing approaches we use to see where a lot of tracking is reliant on first click attribution rather than the last click. For people in B2B selling high ticket items (such as us where a business worth $10-$12 million dollars we’re marketing), I think this is actually less of a concern. Usually, as the item gets a bigger price tag, the less useful attribution is. 

Nurturing remains the most important aspect of everything. We live in a constantly distracted world and that will likely only get worse. That means you need to stand out. Make your marketing engaging, useful, entertaining, and actually worth the time for the consumer to check out, whether they buy anything or not. In other words, I think it would benefit marketers to consider all of their content channels as a media company rather than as a faucet that pours out leads for them. 

The more you can build a real addressable audience that loves you, the more powerful all of your marketing becomes because they’ll be supporting you across all marketing channels. You can use a podcast to promote the blog, a blog to promote the podcast, a youtube to promote the other channels, etc. until soon your brand is more like a media company rather than just marketing funnels.

Brands that consider how they can help their target market before the purchase (this will usually be your product and content around the product) and help the target market AFTER the purchase with content will win. For example, when an entrepreneur sells a business with us successfully our marketing to them is not over. We have an entire email funnel set up that engages them with interesting content that lets them know what’s next, how to avoid entrepreneurial depression (more common than most would think after selling their business), how to create new goals around the capital they just got and in general be there for them in the next part of their life.

The cool thing is, you can set this up and use automation tools as the primary way to help you nurture post-purchase customers into raving fans so outside of the setup, it’s not a huge distraction to do this and can build quite an engaged following. It shows the customer you’re there for more than just their money, you’re there for the entire journey they’re going on.”

Follow on Linkedin Gregory Elfrink

 

Lisa Cutter 

Lisa is Social Media Director at Amp Up My Biz, they specialize in helping entrepreneurs and business owners leverage the power of online and social media marketing to brand themselves, build their businesses, and bank more profits.

  1. “Clubhouse is the social media platform that industry experts, thought leaders, and influencers are flocking to. Currently, still only available on iPhones (and iPads) and by invitation only, this Zoom podcast hybrid social app is blowing up. Topics of all kinds are being conversed about in rooms and Clubs, practically 24/7. It is literally a place with a wealth of knowledge for the taking!”
  2. “We’re also going to see an influx of personal accounts created in one of the other new social media channels, MeWe. As people’s personal Facebook and/or Instagram accounts get flagged, reported, or even disabled, the tolerance they once had after being put in Facebook “jail” is dissipating. Personal use of Facebook may steadily drop due to their strict AI coding causing issues on their platform in people’s personal profiles when there are none. Much of this also has to do with censorship, which the public is not too keen on either.”
  3. “More businesses will continue to pivot from their standard business practices to online services and offerings. This means they need to make sure they have a strong brand identity to cut through the online and social media marketing noise…now not just from their competitors, but from the many other businesses who have already pivoted to an online presence. Having a solid Integrated Marketing Strategy is the most beneficial first step they can take, so they implement their online presence in the right way to reach their ideal clients.”
  4. Alignable, the sort of little cousin to LinkedIn, has just launched groups this month. They are taking off and networking on this platform is definitely skyrocketing. If you’re not on Alignable now, you’d better get in there.”

Follow Lisa on Twitter @AmpUpMyBiz, on Linkedin Lisa Cutter and on @ampupmybiz

 

Afshana Diya

Afshana is CMO at WPDeveloper, which is a software product company that specializes in web development tools and currently powering 2.7 million websites from 180+ countries around the world. They help small businesses, individuals, non-technical people or anyone to make websites faster and hassle-free, mostly without using any codes. 

“1. Personalized user experience will take digital marketing to the next level and it will drive the brands forward. Marketers will continue to include real personalization and the companies will get the pressure to invest in marketing technologies to provide a personalized experience for the users. 

2. Clubhouse app is the next big thing in social media. Not only for marketers, entrepreneurs, or business elites; but also for influencers, small business owners, even video content creators will start using Clubhouse.

3. Marketers will be looking closer into voice search optimization if it’s not part of the SEO strategy yet.”

Follow Afshana on Twitter @AfshanaDiya, on Linkedin Afshana Diya, on Instagram @afshanadiya, and check out her website at afshana.com

 

Amanda O’Connor

Amanda is a Social Media Strategist. She works with small businesses (especially startups) and nonprofits to expend their social media presence. She specializes in strategic planning, content creation, and engagement. 

“2021 is going to see the continuation of major shifts in marketing. With remote work here to stay and our lives become more and more digital, businesses are going to focus on building direct relationships with their customers. Instead of using organizations like Facebook and Google as gatekeepers between businesses and customers, businesses are going to directly go after their target customers and build connections. The difficulty with this is the time that is needed to build those relationships but the rewards are endless.   

In the new year we are also going to see the rise of smaller businesses competing with larger businesses for the same customers. Automation makes marketing more accessible and small businesses are taking full advantage. Additionally, customers want to support small businesses now more than ever so small businesses increasing their marketing reach is beneficial. Lastly, businesses are going to be examining their marketing budgets closely and moving resources digitally. In unstable economic times, many businesses tend to cut their marketing budgets first and I’m predicting that businesses that shift more digitally will be much more successful/sustainable than businesses who make cuts.” 

Follow Amanda on Linkedin Amanda O’Connor

 

Tim Tyrell-Smith

Tim is Chief Marketing Officer at Help Lightning, they offer B2B software in the remote video assistance space. It’s an AR-enabled, cloud-based solution. They target field service and technical support leaders in large, enterprise companies.

“1. In light of important privacy considerations spurred on by Europe’s GDPR and California’s CCPA, I’m expecting to see a new level of creativity and value-added programming offered to entice first-touch, opt-in decisions from business leaders. As marketers, we want to both comply with these policies and succeed in generating a relevant database of contacts to introduce our solutions. So we will need to create or be introduced to richer offers and experiences to encourage engagement.

2. Knowing that it will be continually harder to build a database going forward, marketers will spend more time and energy working to attract a smaller, better defined target (i.e. those who would more likely buy anyway). We’ll spend more time building out and creating unique programs/content for those that meet our ideal customer profile (ICP) and less time attracting a more traditional high volume audience.

3. With COVID-19 as a catalyst and 12 month KPIs as proof, we will see some reduced interest and investment in on-site and in-person activities, even when we’re told it’s safe to come out. We will also see a slew of better enabled and importantly, better attended online events in the second half of 2021 as the supporting technology and online event agendas become more palatable in comparison with our prior expectations.”

Follow Tim on Twitter @TimsStrategy and on LinkedIn Tim Tyrell-Smith

 

Aiyaz Uddin

Aiyaz is Founder and Marketing Strategist at TheStaffingCircle, they target entrepreneurs, independent professionals, business owners, startups, and small businesses in need of online presence, marketing solutions, social media, PR & corporate communication, advertising and branding solutions.

  • 2021 will be the year of real digital transformation for the brands across the globe. Marketers and marketing automation tools will play a key role in strategizing and optimizing marketing strategy for startups, small and large businesses.”
  • Content creation in marketing will continue to dominate whether it is for audio, video or text based marketing.”
  • A lot of businesses will focus on creating inbound strategy for their businesses whether organic or paid search ad campaigns.”
  • Apart from traditional marketing on search engines, professional and social media platforms such as LinkedIn, Facebook, Twitter, Instagram, Tiktok, Snapchat and YouTube will help marketers reach out to a set of targeted audiences through various marketing solutions for B2B, B2C & D2C audiences.”
  • Content creators will be on the rise – micro influencers, podcasters, video creators and bloggers have become a part of the marketing ecosystem to market and promote products, services or solutions. As per the studies by social media today, over 70% of millennials purchasing decisions are made from recommendations of family and friends through social media contents.”
  • 2021 will be the year of incorporating online marketing strategy on professional and social media channels for attraction, engagement and conversions through video, audio, and text based content generated by the user and brand itself.”

Follow Aiyaz on Twitter @consultayaz, on Linkedin Aiyaz Uddin, on Facebook @Consultaiyaz and on Quora Aiyaz Uddin

 

Ratnangi Malpekar

Ratnangi is a Marketing Strategist at Swalfie, LLC. She specializes in Digital Marketing, Strategy Definition, Execution, and Program Management.

“1. Small businesses and entrepreneurs are going to need assistance in digital marketing / enhancing their digital footprint.

2. As they say ‘Attention is the new currency’, everyone will have to struggle to gain the attention of their target audience. 

3. As mentioned by Jeremy Gutsche, entrepreneurs are going to grow a lot in the future hence automatically the competition will increase but leveraging digital marketing to reach the customers, building the relationship is a way to go. 

4. If you are able to build a human connection within digital connections, that would be a successful marketing strategy.”

Follow Ratnangi on Linkedin Ratnangi (Javeri) Malpekar

 

**continue reading: Marketing Operations and Work

 

Originally published at AllFactors.com on January 28, 2021.

*Image by Brian Cragun from Pixabay 

 

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