This year has forced many marketers and advertisers alike to shift their strategy and to embark on new territory like never before. The pandemic forced many to start thinking outside the box on how to drive consumers to take action. But with such an unpredictable year, what will the future of 2021 hold? We asked a few of our thought leaders to give their predictions.
Machine Learning
Next year, we will see less control and more trust in machine learning. Google will continue to champion their smart features to mitigate the fact that search term transparency and cookies being lost for audiences.
– Sarah Kernan, Associate Director of Paid Search
Doing More with Less
The more privacy regulations increase; the less information advertises will have and the nimbler they will need to be with their analysis and making use of what data is available. Privacy restrictions make it even more important to have strong agency partnerships because you need that expertise to be able to do analysis with less information. With increase privacy regulations I think it would also be wise for the advertisers to start exploring ‘cookieless’ tracking.
– Thalia Chance-Chin, Social & Display Lead
Automation
In 2021, we are going to see even more automation. Smart campaigns will become the standard option and there will be less manual control for marketers.
– Aubree Rose, Associate Director of Paid Search
Consumer Behavior
Consumer behavior will be changed forever as result of COVID-19. In 2021, there will still be less reliance on in-person sales or events. Our new ‘normal’ has paved the way for paid digital media to be an even larger part of an advertisers marketing strategy. Additionally, ecommerce brands that offer buy online, pick-up in store (BOPIS) will continue to thrive as it has become a necessity for many consumers.
– Amanda Grow, Marketing Lead
Video & UX
Video will continue to grow, especially short form video. Marketers will start to invest more in UX. With machine learnings and automation helping with efficiencies and or scaling, brands will start to think about what levers they can do further enhance conversion rate. Also, e-commerce will continue to grow (Google, Walmart, Amazon, Target, etc.).
Ryan Kelly, Vice President of Operations
If 2020 taught us anything it was that you should expect the unexpected. Do you have any predictions for 2021? We would love to hear them. Drop us a line or comment below.
