Predictions for trends in 2021 that marketers should keep in mind/Focus on connected TV advertising

2020 was a year in which unexpected changes occurred around the world due to the new coronavirus infection (COVID-19) pandemic.

In corporate marketing activities, new measures are required that discard conventional wisdom, and flexible responses are required to match the ever-changing consumer purchasing behavior.

How should marketers understand future trends and develop marketing strategies?

In this article, we will predict trends in the advertising industry in 2021 and introduce measures that companies should take.

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6 trend predictions for the advertising industry in 2021

QR code is back

In the new normal era, which has become a new way of life, unpredictable products and services may become trends.

For example, “QR codes” are one of the things that is receiving renewed attention due to the coronavirus pandemic. Because it reads codes touch-free, it is used as a contactless service for payments in various places.

What other 2021 trends are important for marketing activities? The specific predictions are summarized below.

What are the trends for 2021?

Introducing trend predictions for 2021 that marketers should keep in mind.

1. Expansion of e-commerce

The e-commerce market is rapidly developing due to the coronavirus pandemic. In response to refraining from going out and shortening the business hours of brick-and-mortar stores, an increasing number of consumers are using online stores for everything from everyday purchases to special purchases. According to a survey of consumers, approximately 40% of them said they shopped online for the first time due to the spread of the new coronavirus infection.

It can be predicted that digital stores that allow easy shopping will continue to develop.

1. Expansion of digital advertising

As a result of a survey of consumers, approximately half of them said they had found one or more online shops during the coronavirus pandemic and would continue to use them in the future.

Additionally, in another survey, more than 80% of consumers said they would continue to use the online shops they used during the current self-restraint period.

Based on this, it can be said that companies should further strengthen their digital marketing and increase customer loyalty through optimal advertising.

1. Utilizing connected TV

Connected TV is attracting attention due to the growth of e-commerce.

Connected TV is a service that combines the Internet and TV, also known as smart TV, and is a popular platform in the United States.

In Japan, the usage rate of distribution services has skyrocketed due to the coronavirus pandemic, and by running video ads on connected TVs, it will be possible to reach a large audience.

1. own branding

What you need to be careful about when advertising is your own brand safety. It is important to take measures to prevent your company’s advertisements from appearing in fake news and hate articles.

Companies will need to prioritize their branding and introduce technology to control content that damages their image.

1. Solution development

With third-party cookies set to be completely phased out in 2022, there is an urgent need to prepare, develop, and introduce new solutions to replace cookies. Advertising platforms need to collaborate and come up with new approaches.

1. Strengthening physical stores

Although e-commerce has become a trend in 2020, it is also important to note that there are many consumers who prefer to shop in physical stores, where they want to shop while actually looking at the products.

We need to continue to take measures to prevent infection and come up with ways to make shopping more comfortable. The key will be to take measures that meet consumer needs, such as efforts to shorten the length of stay as much as possible.

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6 trend predictions for the advertising industry in 2021

summary

In the new normal era, it is important to conduct marketing activities that utilize trend predictions and flexibly respond to daily changes. The key is to prepare your company’s strategy based on the above information, repeatedly analyze and review data, and develop optimal measures.

Source:

6 trend predictions for the advertising industry in 2021