2020 was… an experience. To sum it up in any other way would invariably be to over or understate something, so perhaps it’s best left at that. But when all is said and done, one thing about 2020 is undeniable: It has changed the way we — as both consumers and marketers — use the internet on a daily basis.
So if you’re wondering how 2020 has generated lasting changes in the world of online marketing strategies (and how that might impact your plans for 2021), we’ve got you covered.
Brand Activism, Engagement, and Transparency on Social Media
Constructing Conversations and Cultivating Communities
Did you know that, according to Forbes, approximately 62% of millennial consumers have affirmed they’re more likely to become a loyal customer of brands who interact with them on social platforms?
And not only can this form of relationship-building generate immediate lead conversion, but sparking and participating in these online conversations can attract a wider audience as well as allow you to lead the ever-changing narrative of your brand’s story and identity — particularly when it comes to the matter of values and transparency.
After all, with the rise and diffusion of social movements over the internet in the last several years — such as with the resurgence of the Black Lives Matter movement over the summer of 2020 — consumers are becoming more and more invested in whether or not the brands they buy from are taking a stand, be it social, political, or otherwise.
For example, an online survey conducted by Nielsen determined that “a whopping 81% of global respondents feel strongly that companies should help improve the environment,” placing sustainability and environmental activism as top priorities for consumers across various markets.
Social Media? Meet PR
When breaking news emerges and spreads like wildfire or, worse, when your brand or client has a public crisis that needs to be addressed and put out, social media has quickly become one of the most versatile and efficient tools marketers have in their arsenal.
“PR and social media are based on communication, but social media, with its real-time messaging, amplifies your message, allowing PR to be [that much] stronger and more impactful,” Georgetown University reports.
Particularly with the advent of Twitter as a breaking news community and crisis management resource, more and more we’ve seen brands and agencies utilizing social media as their first line of PR defense. And once the 2020 lockdowns and election went into effect, that phenomenon only increased in frequency.
Don’t believe us? All it takes is one glance at any given Twitter account belonging to a politician, regardless of party affiliation. Not only will posting on social media allow them to reach their constituents immediately, but it is also a relatively surefire means of attracting the attention of journalists.
Diving Into the Digital Dynasty
Greater Engagement in E-Commerce
There’s little doubt that the coronavirus pandemic has changed the way consumers buy products, and with the continued spread of the virus, that change is likely here to stay. In particular, e-commerce has grown significantly as lockdowns led people to buy products online that they might have otherwise bought in-store during the long-past “precedented” times.
For example, Adobe Analytics announced that, on Black Friday of 2020, online sales had hit a total of $9 billion, thereby jumping up a whopping 21.6% in the span of one year.
But that’s not where it ends — social media wants in on the game, too. According to Business Insider’s projections, over 76 million Americans will complete a purchase through a social network at least once this year, making up approximately 38.4% of all U.S.-based social network users.
Thus, we recommend getting your online store up and running while the new year is still fresh, or at the very least revamping it to be more accessible via your social media channels.
A Continuation of Digital Developments
Did you know that approximately 60% of the global population were internet users as of April 2020? What’s more, 2020 effectively escalated overall digital traffic as a result of the pandemic, thereby introducing about 346 million new users to the internet over the course of about 12 months.
But wait — there’s more. Statista reported an overall 38% year-over-year increase of home data usage between March 2019 and March 2020, meaning more people than ever before are spending recreational time on the internet at home; thus, marketers can more effectively launch campaigns, catch their attention, and capture leads.
Oh, and don’t forget to make way for new mediums in the digital realm. After all, not everybody on the internet is out to read social updates and watch cat videos. Rather, some people just want to listen.
For instance, today, more and more consumers are using their digital devices to access podcasts for educational and recreational purposes. In March of 2020, Edison Research revealed that, at the time, “more than one-third of Americans age 12 and over (104 Million) are consuming podcasts regularly.” And almost a year later, that volume of digital listeners has likely continued to increase.
And we know, we know — we just launched a lot of numbers and changing information in your direction at once, so why not also let us take the lead in helping you adjust your 2021 strategy accordingly?
Here at Mad Men Marketing, we believe that businesses should not only be rooted in a position of interaction (as opposed to interruption) with their audience, but we, as marketing experts, should also specialize in the ever-fluid nature of online engagement and advertising so as to ensure your long-term success and growth.
That’s why we offer comprehensive digital advertising solutions, creative design, and web development services for clients of any industry or market. If you’re ready to interact with your customers (as opposed to interrupting them), contact Mad Men Marketing today by calling 904-355-1766!