The Top 10 Digital Marketing Predictions You Need to Know for 2021

1. Digital Audio will Continue to Grow

According to Spotify, news and politics podcasts grew by 140% in 2020 as more audiences than ever tuned in to podcasts as a trusted source of information. It’s expected that many people will continue to turn to their favorite podcast shows and hosts for more information on current events. 

Smart speaker adoption is also expected to continue to grow across the U.S., likely due to people continuing to spend more time at home. Shopping via smart speakers is expected to increase, although the process is still being fine-tuned. Regardless, this could prove to be a significant advertising opportunity for brands and businesses that are looking to stand out. 

Want to learn more about the power of digital audio advertising? Read our post or check out our latest audio offerings.

2. Diverse and Inclusive Marketing Will Be a Must

It’s not a stretch to say that a key focus for many businesses next year will be to meaningfully connect with audiences of all backgrounds. 

After 2020 brought social issues to the forefront, consumers have increasingly high expectations for brands to espouse causes they care about. For instance, a Pandora study found that 53% of people are more likely to buy from a brand or business that is in line with their social and political beliefs. 

In 2021, diverse and inclusive marketing will be vital for businesses to grow and remain relevant. Learn how you can reach Latino audiences via Hispanic digital marketing by viewing our services.

3. First-party Data Will be Make or Break

With increased data regulations and consumer data protections, first-party data will play an influential role in 2020 and beyond. 

Although further regulations have been put in place (like website limitations for collecting a user’s cookies), consumers still expect a highly personalized user experience -- which is where the power of first-party data comes into play. 

For businesses looking to partner with a digital marketing agency, taking an agency’s first-party data offerings into account will play a major role. Thanks to this data, businesses can seamlessly target their ideal audiences with more personalized, timely, and effective messaging. Check out our first-party data model for more info or read our post on how to choose the right local marketing agency for your business. 

4. Email Marketing Will be Reimagined 

When people think of advertising, flashy images and jingles tend to come to mind. While email marketing doesn’t necessarily fit this ideal, it has taken off like never before in 2020 -- and its trajectory is expected to keep rising in 2021. 

A June 2020 survey found that 51% of marketers at major U.S. and UK brands said that their email marketing spending increased. Why such a big jump? As marketing budgets were limited in 2020, many marketers decided to reinvest in channels that have proven to have the best return on investment while reducing budgets for platforms that could not provide consistent returns. 

For email marketing to be successful, marketing campaigns need to meet consumers where they’re at in their purchase journey and provide relevant content to minimize opt out rates. To really make an impact, businesses are also encouraged to use multichannel marketing campaigns to connect with consumers across a variety of touchpoints. From search, social media, video ads, and more, there are plenty of options to stay top of mind. 

5. Multichannel Marketing Campaigns Will Deliver Growth 

360 campaigns have proven to be much more effective and reliable for marketers and businesses alike. Instead of putting all of a client’s ad spend into one resource, multiple channels offer versatility and can also make a bigger impact among consumers. 

Having multiple channels within a digital marketing campaign is also helpful for integrating data across channels to get a better idea of where consumers are at in their buying decision process. With this information, target audiences can then be retargeted and reminded of a business’ offerings, and therefore making them more likely to purchase. 

Plus, multichannel campaigns are also in line with increased expectations among consumers who demand nothing less than a personalized, relevant, and engaging ad experience. 



6. Social Media Use Will Show No Signs of Stopping 

There’s no doubt that social media has quickly become a mainstay in recent years. Throughout the year, consumers continue and are expected to continue using social media at elevated rates, making it the perfect way for brands and businesses to reach them. Additionally, social media has also seen increased usage in part thanks to the rise in ecommerce as a result of the pandemic. 

Social network ad spending is expected to top $40 billion by the end of 2020, and eMarketer predicts that U.S. social network ad spending will rise by 21.3% in 2021 -- reaching nearly $49 billion.

7. Online Shopping Will be Here to Stay

Like social media, online shopping and ecommerce aren’t going anywhere. Of all the changes to the digital world in 2020, the shift to online shopping was by far one of the biggest. In 2021, online shopping will be taken up a notch as it becomes continually optimized and streamlined. 

For instance, the Interactive Advertising Bureau recently reported that livestream-generated sales are expected to double to  $120 billion  worldwide in 2021.Touch-free technology will also become more mainstream, since much of the innovation during the pandemic emerged from a need to reduce the frequency of touch. From contactless payments to augmented and virtual reality, these forms of new technology that were once considered out of the ordinary are now the new standard. Social commerce is also expected to take off in 2021 as retailers and brands creating shopping experiences via social media have already started to gain popularity. 

Today’s consumers are digital savvy shoppers who want more than just a product -- they want to feel a connection to a brand and are expecting a memorable experience.  Get the full scoop on ecommerce marketing and learn how you can get started by reading our post here.

8. Sustainability Will be Prioritized 

In addition to having higher expectations for brands when it comes to social causes, consumers are also concerned about how brands and businesses are tackling the topic of sustainability. 

On-demand manufacturing to limit mass manufacturing has become more popular as consumers are straying away from companies that they deem to be wasteful. It’s also a win-win for brands and businesses, since on-demand strategies let them respond faster to changing customer demand and create products only as needed. 

Today’s shoppers are looking for sustainable and eco-friendly business to support, and as improved data and technology allows companies to optimize their production processes, sustainable business practices are poised to become the new standard.

9. 5G Connectivity Will be Brought to the Forefront 

While 5G didn’t fully roll out in 2020, its implementation is crucial as 2021 approaches, especially if remote work, constant video conferencing, and demand for digital collaboration continues. 

We’ve all had choppy zoom calls or our internet go out at some point, but 5G could help minimize this. In today’s world, reliable online connectivity and greater bandwidth are necessities, and consumers and businesses alike can’t afford to be disconnected.

10. Optimism Lies Ahead

Despite the many hurdles that were faced in 2020, a recent survey shows that Americans are optimistic about the year ahead. 36% of Americans describe the upcoming year as “hopeful,” and 73% of consumers think 2021 will be a much better year than 2020. 

When thinking about the next year and a possible shift away from their lives in pandemic: 

• 2 in 10 people surveyed said they are most excited about events. 
• 61% hope to take a vacation in the next year. 
• Gen Z audiences want new relationships whether it's with a partner (40%) or a new friend (57%). 
• 26% of Millennials are interested in making new friends 
• Respondents said they will keep up with their online endeavors -- only 33% expect to spend less time on social media over the next year.

All in all, consumers are craving stability after an unpredictable year. In fact, they cite the new COVID-19 vaccine as 2021’s most exciting development.

What can we gain from these insights? As Americans look for relief, researchers suggest that brands and businesses focus on consumer wellness. From seamless experiences that eliminate hassle to finding ways to support their local communities, brands that make their consumers’ lives easier will see the difference in the long term.

How to Get Started with Digital Marketing 

New year, new you -- which includes a fresh approach to your digital marketing plans. Feel free to contact one of our expert digital marketing consultants or find a location near you to see how you can get started with implementing best practices for seamless digital marketing campaigns. 

Questions or comments? We’ve got you covered -- contact us. We look forward to connecting with you.

Wishing you a Happy New Year!