Three critical marketing strategies marketers must use in 2021

In 2021, many of us will be termed as survivors, and competition between organisations would adapt to Darwin’s theory of "Survival of the Fittest".  Many disruptive shifts will influence consumers’ attitudes and behaviors as we move on from the pandemic and the lockdown.  Strategies that worked before and raked in millions would no longer be effective because we have been through the mill in various ways as regards the pandemic...

Three critical marketing strategies marketers must use in 2021

In 2021, many of us will be termed as survivors, and competition between organisations would adapt to Darwin’s theory of “Survival of the Fittest”. 

 

Many disruptive shifts will influence consumers’ attitudes and behaviors as we move on from the pandemic and the lockdown. 

 

Strategies that worked before and raked in millions would no longer be effective because we have been through the mill in various ways as regards the pandemic and in one way or another have been changed. 

 

For a brand manager that wants to stay relevant in 2021, below are three vital strategies that would keep you afloat. 

 

  1. Empathy

Making use of empathy as a marketer in 2021 would match with the newly found sensitivity of most people. 

 

Consumers have become more sensitive than before and a brand that leverages that will be rewarded high patronage. Your message must resonate with the struggles and pain carried over from 2020. A prime example is when Arizona State University reached out to the Nigerian population of the school during the EndSARS protests in Nigeria. 

 

That simple act told the world that beyond giving an education, they were concerned about the welfare of students and that touched several hearts all over. It would not be surprising if the number of applicants to the school from the region soars in the next admission cycle.

 

  1. Acting on feedback

Working on the feedback of customers tells them that you are listening. In light of recent happenings, priorities have changed and consumers are more conscious about staying healthy and clean. After getting feedback from consumers about their preferences, how can you research and remodel their approaches to suit the new needs of their customers to retain them?

 

  1. Re-evaluating marketing medium

Before the pandemic, experiential marketing was a brilliant way to build a community around your brand. However, within the pandemic, it has become a form of biological warfare. Brands are moving events online. The Travis Scott Astronomical event hosted on Fortnite was a clear winner in online experiential marketing in 2020.

 

In 2021, this trend is going to continue. As of October 2020, the International Air Transport Association (IATA) said that international traffic “has all but disappeared”, with airlines carrying only about 10% of normal levels.

 

Even with vaccines, it will take many months before countries fully open up and we have the big trade shows. How can you extend the only experiential experiences of your customers beyond chucking everyone in a zoom room? Is it possible to explore tools that allow you to have more intimate breakout sessions? What roles can VR play? 

 

Final Thoughts

 

As a brand manager, you can make a good fortune out of the year 2021 if only they will be sensitive to the needs and changed priorities of their consumers. 

 

 

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