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TOP 10 MARKETING TRENDS TO WATCH FOR IN 2021
COLOR OF THE YEAR 2021
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RANDI BIBIANO | DECA Inc. Competitive Events Specialist
1. MICRO-INFLUENCERS/NANO-INFLUENCERS – We all know about social media influencers, but do you know about micro-influencers and nano-influencers? While brands originally thought it was most beneficial to partner with macro-influencers boasting millions of followers, they’ve realized that the high price tag comes with a low ROI. Instead, micro-influencers have between 1,000-100,000 followers and tend to focus on a specific niche where they are considered experts. While they have a smaller “cult” following, they often have stronger relationships with their followers and higher engagement. The good news for brands? They cost far less than regular influencers! Nano-influencers are another type of influencer with less than 1,000 followers. They are typically popular in local communities and are perfect for local marketing efforts. 2. RESPONSIBLE CONSUMERISM – There are two sub-trends focused on responsible consumerism. First, brands are looking at questionable ethical behavior from consumers during the initial COVID-19 months—hoarding products such as toilet paper, hand sanitizer and bottled water that caused a massive shortage. Second, major brands are listening and adjusting business practices and messaging based on what is important
to consumers. Trends include social justice, environmental sustainability, political activism and refurbished/secondhand goods. 3. STORYTELLING – Using storytelling allows marketers to engage with an audience’s emotions and immerse them in what’s happening first so that the product comes second. A well-crafted narrative puts customers in the role of the hero, showing how they can use a product or service to overcome a challenge they face. Being able to grab a consumer’s attention is critical for a brand to stand out and get noticed. 4. TWITCH – Not just for serious gamers anymore! What started as a live streaming platform for gamers has transformed into a platform to watch and chat with fans all around the world. Twitch’s non-gaming content has quadrupled in the past three years and saw a surge in 2020 as people turned to gaming to stay entertained while safe-at-home. Brands and influencers can now engage with Twitch’s 17.5 million daily users. 5. CUSTOMER RETENTION INCENTIVES – Since the pandemic began, many brands found new customers while normal purchasing habits were interrupted. Whether brands acquired new customers due to convenience, availability, boredom or brilliant marketing tactics, they must now focus on creating beneficial incentives to transform their new buyers into loyal customers.
JANUARY-FEBRUARY | 2021
Looking for the latest trends and buzzwords to incorporate into your next role-play? DECA’s Competitive Events Specialist shares a look at what to expect in the new year.
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