A look into the marketing crystal ball: five predictions for 2021

1. even if the economy improves, consumers will continue to be modest with their spending.

Many people have focused their spending priorities on essentials like groceries and safety products, making it all the more important for brands to cater to cost-conscious customers. These brands are the ones that focus on offering sales/deals throughout the year, not just for the big seasonal events like Black Friday or the summer sales. These are the brands that prioritize flexible and understanding customer service.

If they can continue to offer high quality goods and services at competitive prices over the long term, their customers will stick with them for the long haul because they have managed to be an empathetic brand when it mattered most.

2. zero-party data strategies will enable digital marketers to increase relevance

As third-party cookies disappear in 2022, digital marketers will need to build trust with consumers by better understanding their needs and preferences. We have witnessed the rise of a privacy-driven digital culture where consumers are more aware of privacy policies.

In 2021, brands will work more closely with consumers to create a more personalized online experience, with greater control and respect for privacy. Greater emphasis will be placed on transparency about what data brands want to collect from consumers, with a focus on offering a value exchange.

3. seamless omnichannel experiences will define the next era of consumer behavior. Both consumers and

Brands have digitized more than expected, and these behaviors will have a lasting impact. According to a Selligent study, 29 percent of consumers have found that their shopping behavior has changed forever, and they plan to shop more online in the future, for example. Those brands that can adapt and offer digital and real-world experiences that seamlessly intertwine will drive economic recovery for the retail industry.

4. luxury brands will trade their cachet for more accessibility.

Part of the appeal of the luxury goods market lies in its exclusivity and unattainability. Getting your hands on that hot handbag or limited edition of something has been a long haul for brands in the past, but in 2020 Covid-19 forced most consumers to re-evaluate how they view luxury goods. When asked about the reasons for consumer loyalty, only 8 percent cared about the brand name. This tells us that the future of luxury will not lie in exclusivity, but in accessibility. How will luxury brands become trusted and convince consumers on a large scale that they have earned a place in their lives?

5. contactless shopping will take the lead and be the new standard customer experience.

Selligent's study also shows that 64 percent of consumers want mobile and contactless pick-up or check-in options due to health and safety concerns. Accessible shopping will become the norm, even beyond the worst parts of the pandemic, with consumers around the world opting for contactless shopping as a crucial part of the seamless, efficient and flexible omnichannel customer experience.