Three social media forecasts for 2021

Digital marketing is picking up speed like never before. Sporting goods manufacturer Nike, for example, increased its digital sales by a staggering 82 percent in the last quarter compared to the same period last year. Nike CEO John Donahoe said the surge in digital sales is here to stay for the foreseeable future. The year 2021 could be pivotal for many brands: How quickly can business models be digitized? Offering an engaging e-commerce platform or social commerce won't be enough in 2021. Younger and more tech-savvy customers in particular want to interact with brands in new and exciting ways. They want a customer journey that is thoughtful and seamless from start to finish.

1. focus on holistic customer experience

In the digital age, customers view brands holistically across all digital channels. They evaluate ads, emails, social posts or websites equally as they evaluate the purchase process in an app, social commerce offers or customer support after a purchase has been completed. Even when brands map these elements across channels, customers evaluate the brand experience holistically. An exceptionally good social media campaign or website cannot compensate for deficiencies in the buying experience or customer care. The complexity of multiple channels and customer touchpoints, as well as their management, should also not be underestimated.

Ultimately, only brands that manage to simplify their internal processes will be successful. If corporate silos are overcome and collaboration across different departments is encouraged, brands can create a unified, individual and satisfying customer journey. Technology helps: By using a unified platform that connects all data points and workflows around marketing, sales and support, the brand gets a holistic view of the end-to-end customer experience.

2. AI-powered personalization makes the difference

Consumers' online behavior and buying habits are constantly changing. Analyzing and understanding their behavior is therefore critical to success. Artificial intelligence (AI) can help in this process. AI-powered personalization, for example, analyzes patterns and provides recommendations based on large amounts of data. Based on these, marketers can make quick and tactical decisions about the overall content strategy. The insights gained enable a tailored approach and customer experience that meets individual needs and expectations. Every customer is unique - and the customer journey should be just as unique. Companies that rely on intelligent personalization in marketing will be among the winners in 2021.

3. self-perception of brands vs. actual customer experience

Today more than ever, brand loyalty depends on how a brand meets customer expectations along the entire customer journey. Even one bad customer experience is enough to end the relationship between the consumer and the brand via the smartphone. More and more companies are realizing that customers have expectations all the time - from the first click, to getting to know the brand, to the purchase and subsequent customer service. And thanks to the sufficiency of the offering, consumers also know what a good, tailored customer experience looks like. However, there is often a gap between a brand's self-perception and the actual customer experience. In 2021, brands that are able to close the expectation gaps along the entire customer journey will be successful.