Advice from MMI Agency on where to focus your marketing efforts in the NEW "new normal" that is 2021. Check out our recommendations and predictions for 2021.

1. FOUR KEYS TO MARKETING
FOUR KEYS TO MARKETING
SUCCESS IN 2021
SUCCESS IN 2021
PLAN TO BE AGILE
If 2020 has taught us anything, it’s that flexibility is key. In
2021, keep building out contingency and backup plans for
your marketing efforts and assume a continued emphasis
on digital rather than in-person connections this year.
It’s also important to monitor your customers’ buying
patterns and sentiment to keep on top of how things are
changing over time. We use tools like MMI’s proprietary
Landscape Analysis to help our clients monitor their
customers – what they are searching for, what real-time
conversations they are having, how their online behavior
is changing, and what drives them to purchase. Continue
to monitor consumer sentiment and media performance
closely to stay on top of changes in consumer behavior.
Consider running small, lean tests on new audiences and
messaging to get insights quickly.
FOCUS ON DIGITAL
Although the Covid-19 vaccines are rolling out, be prepared
for consumers to continue to stay at home in some capacity
for a good portion of 2021. DTC, delivery/takeout, and
online ordering continues to be highly relevant well into
2021. Maintain investments in digital properties that
drive incremental revenue as phased office re-openings
cautiously continue.
Even as the pandemic starts to wane, we expect consumers
to continue to take advantage of at-home conveniences.
Recent data from Harris Polls, our sister agency, found
more consumers saying that post-COVID, when the curve
is flattened, they would prefer to get take out (54%) over
dining in a restaurant (46%). And, while 47% say they miss
the classic shopping experience, nearly 8 in 10 say they
have been satisfied with online shopping for products they
used to buy in-store.
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FOUR KEYS TO MARKETING SUCCESS IN 2021 2 of 3
TEST NEW THINGS
Continue to test new, innovative ways to connect with
your customers and provide unique value and services.
Many of the tried-and-true go-to-market strategies
changed completely in 2020 as consumer behavior shifted
throughout the pandemic, and brands will need to continue
to be creative to reach consumers in 2021. Now is the time
to continue to look for ways to evolve by testing what your
customers respond to.
Avoid committing to creative or channels with huge
production lead times or little value to consumers outside
of their homes. Invest in biddable media that can be pivoted
as needed as things evolve.
PROVIDE VALUE
FOR YOUR CUSTOMERS
THROUGH CONTENT –
ESPECIALLY ON SOCIAL
MEDIA
We’veseenthatbrandswhofocusonservingtheircustomers
(rather than pushing products) are driving short-term sales
and long-term loyalty. Consumers are plugged in to social
media now more than ever, but where does your brand fit
into the conversation?
Consider what your audience is most looking for: a reprieve
from the stress of the crisis, online ordering of products,
shared experiences of social distancing from trusted
influencers, tips on working at home with family, pets,
roommates and children, working out at home, etc. Also
keep in mind how your audience is consuming information
right now (more video or long-form content).
We are seeing particular growth on “the three T” social
media channels (Twitch, Twitter, and TikTok). Consider
testing activations on those channels either through
branded content, advertising, or co-creation with
influencers. Remember, relevant influencers not only can
connect authentically with your consumers, but also can
create high-quality, shareable content for use across digital
channels.
Brands that meet their consumers where they are are
building lasting loyalty with those customers. In 2021,
continue to provide value with empathy to consumers,
while ensuring that buying is as frictionless as possible in
an at-home world. We are optimistic about the future, and
excited to support our brands and their customers into the
coming year!
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3. – Blake Suggs
– Freddy Dabaghi
– Carissa Dagleish
– Ashlie Felts
– Alessandra Madrid
– Suanne Brady
– Maria Woodie
– Dionella Martinez
WE ASKED, AND THE MMI TEAM ANSWERED!
See below for more advice for brands in 2021 directly from our MMIers!
THE BIGGEST OPPORTUNITY FOR BRANDS IN 2021?
WHAT SHOULD BRANDS FOCUS ON IN 2021?
Many of the tried-and-true
go-to-market strategies will
change completely, and many
will no longer work at all. Now
is the time to do the work of
preparing for a new wild west.
Loyalty and lifetime value.
Many consumers used
2020 to shop for alternative
products and solutions, now
it’s time to win them back or
solidify new consumers as
lifetime loyalists.
Bring more perspectives
to focus on diversity and
real, relatable storytelling.
Making an impact from a
distance. Connecting with
consumers in a new way
without having to be in-person
to experience, engage, touch
and feel products.
At-home everything! As
people continue to stay inside,
products and services will be
more tailored to people’s
in-home experiences.
Work towards building honest
and meaningful relationships
with consumers, find ways to
help make their lives easier
though information sharing.
Having a DTC strategy
and a strong brand
presence to help gain
new online buyers and
stay competitive online.
Shoppable content.
With the most recent
Instagram updates, it’s
obvious that seamlessly
integrating ecommerce
should be a top priority.
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