Marketing trends in 2021: Marketers plan to focus on these two aspects!

Iterable, a cross-channel marketing platform, surveyed 500 B2C marketers in the United States and the United Kingdom to understand their plans for 2021, and based on this, released a report on marketing trends in 2021. Sellers can also refer to it↓

Concerns about COVID-19 won't go away

First, in the short term, marketers’ plans will not deviate from customer preferences under COVID-19.

Marketers believe the top three issues for 2021 are consumers’ growing demand for convenience and security (29%), brand empathy (15%) and the destruction of loyalty (14%).

Marketers’ top three priorities for 2021 are adding new customers (65%), improving data management (44%) and optimizing marketing automation workflows (41%).

Gain market share through personalized experiences

Marketing teams try to better leverage data, such as tailoring messages through automation and unique customer data insights, to more effectively engage customers.

The vast majority of marketers ( 83%) say they are likely to incorporate artificial intelligence (AI) into their 2021 marketing strategy, and 84% are currently developing or planning to develop AI capabilities internally.

78% of marketers also plan to use zero-party data (data that customers actively share with brands) to better personalize messaging experiences in 2021.

Investing heavily in apps

More than 60% of respondents said their company has a mobile app ; nearly 28% plan to build one in 2021 ; and only 11% of companies without an app do not plan to build one in the next year.

Given the significant increase in consumer usage of mobile apps during the pandemic , marketers plan to increase their use of in-app channels ( +7%), web push notifications (+5%), and mobile push notifications (+3%).

The emphasis on in-app push notifications also further solidifies marketers’ AI and zero-party data plans in 2021, with AI helping marketers better identify opportunities for customized push notifications and making it easier to acquire zero-party data through in-app products .

2020 is an extraordinary year and has had a profound impact on the marketing industry. When formulating marketing plans for the new year, sellers must also fully consider the development trends of the marketing industry and make timely adjustments.

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