At the close of 2019, as we assembled our roster of 2020 marketing tactics, no one anticipated the events that would unfold. Now, as we navigate 2021, we see the lingering impact of the pandemic, knowing that even when it subsides, consumer behavior will be forever altered.
This new reality carries significant ramifications for brands and marketers in 2021. Adding to the complexity are technological advancements and evolving regulations that demand proactive adaptation. To gain insights into navigating this terrain, we consulted marketing specialists, gathering their perspectives on tackling the challenges of 2021. Here are the 18 key themes they emphasized. End o’21 update! We asked 20 marketing experts what their best and worst campaigns were of 2021. Here’s what they shared.
18 effective strategies to promote your business in 2021
The following compilation offers perspectives on established strategies, including SEO, customer retention, ecommerce, video and influencer marketing. It also encompasses emerging approaches related to cookieless advertising, privacy shifts, and strategies to resonate with the post-pandemic, socially conscious consumer of 2021. Regardless of the specific tactic, the underlying principle remains consistent: establish personal connections, prioritize your customer base, and operate efficiently to optimize time, facilitate scalability, and maintain seamless daily operations.
1. Align with Google’s upcoming update
With the rollout of Google’s Page Experience Update coming in May 2021, new metrics called Core Web Vitals will play a role in determining search rankings. These metrics will assess elements like site loading speed, interactivity, and content steadiness.
“Essentially,” explained Mark Coster, owner of web design agency Web Design for Businesses, “any aspect that might frustrate a user has the potential to negatively impact Core Web Vitals, potentially leading to a decline in a page’s search result position.” This signifies that brands will need to prioritize user-friendliness as a central element of optimizing for Core Web Vitals.
Lee Savery, a content executive at digital agency Ricemedia, highlighted the importance of speed, stating, “Pages and elements must load promptly to avoid user waiting. The initial delay before a user can interact with a page should be minimal, and the layout must remain stable during loading and scrolling. Neglecting these elements could have detrimental effects on your site’s ranking.”
2. Prepare for a future without third-party cookies
As 2021 unfolds, marketers should ready themselves for two major shifts set to arrive in 2022: the discontinuation of third-party cookies and the implementation of new privacy regulations in California. “Embracing data collection practices that prioritize privacy is paramount,” emphasized Harry Maugans, CEO of consumer privacy service Privacy Bee. “This entails a focus on list-building and cultivating direct relationships with customers. Ensure your 2021 campaigns contribute to building your first-party data, reducing your reliance on externally sourced data.” The impending absence of third-party cookies will reshape the landscape of digital ad targeting and tracking, but Dave Toby, director of digital marketing agency Pathfinder Alliance, acknowledged the existing uncertainty surrounding its impact on campaigns.
“This year presents a crucial window for marketers to fully grasp the implications of a cookie-less future and make necessary preparations,” he added. “Prioritizing access to and strategic utilization of their own valuable first-party data is essential, as is ensuring that agencies have a clear roadmap for campaign placement and measurement following this transition.” Beyond adapting to privacy-centric data collection, brands will need to establish their own data infrastructure to ensure compliance with impending regulations in 2021.
Free Guide: 3. Nurture direct customer relationships
Direct engagement with customers takes on heightened importance in 2021 as the online realm becomes increasingly saturated with brands vying for the attention of digital consumers. These relationships are not merely about visibility but also about gaining the ability to personalize content, enriching the customer experience. Houman Akhavan, CMO of CarParts.com, highlighted the effectiveness of a first-party data strategy, sharing that it yielded “remarkable outcomes” in 2020, including “unprecedented conversion rates.” “A cornerstone of this strategy has been the adoption of a robust customer data platform—a platform capable of handling millions of customer insights, including real-time signals demanding immediate action,” he explained. “To date, leveraging this platform has enabled us to generate over a quarter billion tailored, one-to-one messages. This has translated into an impressive surge in click-through rates, reaching up to 400%, and a doubling of our email revenue.”
4. Prioritize customer retention
For brands grappling with the aftermath of 2020, concentrating on existing clientele emerges as a prudent course of action. “In an economically volatile environment, most brands, particularly those in niche markets, would be well-served by focusing on their current customer base,” advised Jonathan Frey, CMO of electric bike retailer Urban Bikes Direct. Jim Pendergast, SVP of commercial financing platform AltLine, foresees B2C brands leaning heavily on mobile marketing for customer retention. He suggested tactics such as “sending individualized push notifications on smartphones and offering loyalty-based incentives for downloading mobile shopping apps.” Pendergast elaborated, stating, “Maintaining the satisfaction of existing customers proves more cost-effective than acquiring new ones. This is because the initial stages of the customer journey have been bypassed, and brands have amassed more data for personalized messaging.” Furthermore, mobile interactions like SMS, and even email, provide a direct and third-party-free line of communication between brands and customers.
Furthermore, mobile interactions like SMS, and even email, provide a direct and third-party-free line of communication between brands and customers.
“The pandemic has had a devastating impact on small businesses…underscoring the critical need for them to cultivate ownership of their audience and build a strong brand reputation. These are the very assets they can leverage in the face of competition from tech giants,” Jake Meador, director of content strategy at marketing tech company Mobile Text Alerts, observed.
5. Embrace social commerce
A rapidly evolving trend with potentially far-reaching consequences is social commerce.
In 2020, Facebook took significant strides by introducing Shops for both Facebook and Instagram, providing users with the ability to make purchases directly within these platforms. Bruce Biegel, a senior managing partner at management consultancy Winterberry Group, anticipates heightened emphasis on social commerce in 2021, accompanied by the emergence of new marketplaces aimed at streamlining the customer journey, bridging the gap between initial search and final conversion.
“This presents a completely new avenue for marketers to showcase their offerings to prospective customers,” remarked Jeff Anning, founder of electric skateboard brand Evolve Skateboards. “Retailers are diligently striving to remove barriers between product discovery and purchase by implementing in-app shopping features on various social media channels.” Anning added that, with this in mind, Evolve will be “extensively testing and optimizing to minimize drop-offs by enabling direct sales through social media platforms” throughout 2021.
6. Back up purpose-driven statements with tangible actions
The year 2020 witnessed both consumers and brands taking clear stances on matters of social justice. “In the aftermath of the tragic death of George Floyd and the worldwide call for human rights that followed, companies and brands are expected to uphold their commitments to inclusion and cultural sensitivity," stated Tara Miremadi, a digital brand manager at health and fitness marketing agency Margaux Agency. “While many pronouncements were made, the true measure of a brand’s sincerity lies in its sustained actions.” Kent Lewis, president of digital marketing agency Anvil Media, believes that brands will demonstrate this commitment in 2021 by “appealing to discerning consumers who place significant value on a company’s purpose and its dedication to social and environmental responsibility.” RELATED: Our 50 Best Marketing Tips in 5 Minutes
7. Cultivate trust
The pandemic has intensified the trend of consumers gravitating towards brands that not only align with their values but also evoke a sense of trust. Colin Palfrey, CMO of espresso equipment retailer Majesty Coffee, remarked, “Consumers have become even more discerning about where they spend their money. They want reassurance that the businesses they support have their best interests at heart. Fortunately, building trust doesn’t necessitate a large budget. It boils down to making a commitment to your customers and consistently delivering on it.” Echoing this sentiment, Mark Wood, CEO of glass fence manufacturer National Pool Fences, stressed the importance of messaging that instills a sense of security in consumers, even as the vaccine becomes more widely available.
“The pandemic’s influence on consumer psychology will be enduring,” Wood stated. “Messaging that solely focuses on the product or service, devoid of empathy and trustworthiness, will fall short. Our business has always placed a premium on safety. Adapting our message to center around cleanliness and peace of mind will be an ongoing strategy throughout 2021.”
8. Foster a sense of community
In addition to showcasing their trustworthiness, brands would do well to cultivate communities around their loyal customer base in 2021. “The concept of community building is not new,” SEO consultant Itamar Blauer acknowledged, “but brands in 2021 need to recognize the resurgence of loyalty. The brands that will truly stand out are those that genuinely understand their customers’ desires and know how to engage them through transparency and humility.” Olga Petrik, CMO of Gmail CRM firm NetHunt CRM, shared this perspective, suggesting that brands should prioritize loyalty and retention in 2021. “Their existing customer base has remained steadfast during the pandemic, offering a degree of stability,” she noted. “By transitioning from a customer support approach to a customer success strategy, businesses can ensure that customers derive maximum value from their products.”
9. Optimize for voice search
Voice search has been a recurring theme in our year-end forecasts. However, 2021 might be the year it truly takes center stage. This is largely attributed to consumers’ increased reliance on voice-activated devices while confined to their homes during the pandemic.
“This period of increased reliance led to a greater willingness to explore the capabilities of smart home devices," observed Polly Kay, senior marketing manager at window covering retailer English Blinds. “People initiated conversations with these devices, began to learn their nuances, and started to depend on them.” Brands that want to remain ahead of the curve should optimize for voice search. This involves incorporating long-tail keywords that mirror how consumers phrase questions or requests verbally. She added, “Similar to Google’s introduction of mobile-first indexing for SEO, even for searches conducted on desktop devices, it’s highly plausible that as voice search queries gain traction, Google will prioritize and reward content that effectively caters to voice search users.”
Shiv Gupta, CEO of digital media marketing agency Incrementors, highlighted a significant opportunity for small businesses to leverage local search through voice. He stated, “Data shows that a substantial portion of users, approximately 22%, utilize Google voice search to access information about local establishments.”
10. Prioritize local SEO
Speaking of local SEO, it continues to be a crucial strategy. This time, its importance is amplified by the ability of brands to update their Google Business Profiles (through their Google My Business Accounts) to include pandemic-related details, such as online appointment scheduling, curbside pickup availability, and delivery options, as highlighted by Sarah Blocksidge, marketing manager at digital marketing agency Sixth City Marketing.
For more COVID-conscious local SEO tips, check out 13 SEO Strategies for SMBs During COVID-19.
Blocksidge emphasized, “Given the ongoing preference for staying close to home while supporting local businesses, a well-maintained and optimized Google My Business account is paramount. Strong reviews, particularly on platforms like Yelp, are equally crucial. When seeking services, potential customers often rely on the positive (or negative) experiences of others to gauge a business’s adherence to safety protocols and similar considerations."
11. Embrace a casual approach to social videos
The popularity of social video content is poised for continued growth in 2021. Mark Hayes, head of marketing at video-based advice platform Kintell, noted that TikTok boasts over 500 million users across more than 150 global markets. Its success has spawned imitations, such as Instagram Reels, which launched in August 2020. (Similarly, Twitter’s Fleets, which came out in November 2020, offers comparable 24-hour video features.) Platforms like TikTok provide marketers with a more organic way to seamlessly integrate branded content into users’ feeds. Sarah Walsh, a strategic account manager at digital marketing agency Branch & Bramble, anticipates a shift among Instagram users from static posts to Reels in 2021. She pointed out, “While there’s an inherent expectation for high production quality in video content, Reels occupy a unique space where polished filming and elaborate designs aren’t prerequisites for capturing attention.” Essentially, this allows brands to adopt a more relaxed and authentic approach. Lindsey Wigfield, CEO of content marketing agency Sweet Home Marketing, echoed this sentiment, noting that brands are moving away from perpetually polished presentations and embracing initiatives like hashtag challenges on TikTok.
Image source “I predict more businesses will catch on to the positive brand sentiment generated by a more informal social media strategy,” she remarked. Indeed, marketer, copywriter, and web developer James Blews believes video content helps brands bridge the gap of isolation we’ve collectively felt in 2020. “Everyone, from local service providers to real estate professionals and financial institutions, will need to increase their use of video to overcome this disconnect and stay connected,” he advised.
12. Explore live streaming
An extension of the video trend is live streams, which are expected to remain popular. Reuben Yonatan, CEO of VOIP guide site GetVOIP, highlighted a significant increase in brands turning to live streaming during the pandemic as a way to engage with consumers in real-time.
“Going live will continue to gain momentum as a marketing trend in 2021,” Yonatan asserted. “This approach capitalizes on the fact that individuals working remotely are spending more time on social media.”
For tips on live streaming, check out our Facebook Live, Instagram Live, and Youtube Live tips.
Ryan Gould, VP of strategy at B2B marketing agency Elevation Marketing, agreed that live streaming offers a cost-effective way to maintain a connection with consumers and foster more meaningful relationships. “At the onset of quarantine,” he recalled, “we observed many unexpected businesses embracing this approach. Restaurants forced to close their doors offered free cooking classes via live stream, and yoga studios held complimentary live sessions to keep their clientele engaged.”
13. Leverage the influence of micro-influencers
The year 2020 was a testament to the impact of micro-influencers, such as Nathan Apodaca, the TikTok sensation known for his cranberry juice-fueled videos, and Tony Piloseno, another TikToker who gained notoriety for his mesmerizing paint-mixing videos. Piloseno was initially let go by Sherwin Williams but was later hired by Florida Paints. With TikTok’s trajectory showing no signs of slowing down, the influence of these individuals, whether they have a massive following or a smaller but dedicated one, is predicted to remain strong in 2021. Lewis pointed out that the pandemic inadvertently amplified the impact influencers have on sales, particularly as in-store shopping became restricted. He cited research, stating, “Social media consumption surged during the pandemic, and research suggests this trend will endure. Studies indicate that a significant percentage of consumers, around 40%, made online purchases after encountering a product through an influencer on platforms like YouTube, Instagram, or Twitter.”
Lewis attributed this to the fact that influencers connect on a more intimate level, offering authentic perspectives that resonate more deeply with their audience. “As traditional marketing budgets faced cuts, social media influencers and bloggers emerged as a more cost-effective alternative to conventional channels like TV and radio,” observed Joe Sinkwitz, CEO of influencer network Intellifluence. “Even with the optimism surrounding the vaccine and the prospect of normalcy returning in the latter half of 2021, we’re witnessing a doubling down on influencer budgets. Brands that experimented with this approach in early 2020 are now recognizing its value and increasing their investment.”
14. Explore retailer media networks
Among the few beneficiaries of the pandemic-induced shifts were retailers like Amazon and Walmart. Historically, Amazon has demonstrated a knack for diversifying its advertising offerings, introducing options such as Sponsored Video Ads, Sponsored Display Ads, and OTT ads. “These additions have positioned Amazon as a comprehensive ecosystem capable of supporting the entire marketing funnel, from initial product discovery to the final point of purchase," explained Natalia Wulfe, CMO of digital marketing agency Effective Spend. “Advertisers can leverage OTT and Sponsored Display Ads to establish brand awareness, utilize video ads for product education and engagement, and drive conversions through traditional sponsored product ads.” Wulfe added that this combination provides advertisers with unprecedented reach and performance potential within the Amazon ecosystem.
Sponsored Video Ads, Sponsored Display Ads, and OTT ads on Amazon can yield better reach and performance in 2021 than ever before.
Toby concurred, noting that the surge in ecommerce and its subsequent impact on budget allocation are anticipated to persist. He cited data from eMarketer, revealing a 39% increase in advertising spending on ecommerce platforms in 2020, with projections of an additional 30% growth in 2021, accounting for 13% of total digital ad expenditure in the U.S. Measurability is a driving force behind this shift, Toby explained. He elaborated, “Research indicates that advertisers perceive leading ecommerce sites as providing superior measurability of ad ROI compared to other digital ad formats, including those on social media. Moreover, these sites possess extensive knowledge about their customers, which is crucial for effective ad targeting without relying on third-party cookies.”
15. Forge strategic brand partnerships
2020 brought us noteworthy brand collaborations such as McDonald’s and Travis Scott, Adidas and Allbirds, and Adidas and Lego, signaling the potential for even more such partnerships in the future. “Collaborations between seemingly disparate brands garner media attention, ignite social buzz, and present cross-marketing opportunities, all without the expenses associated with celebrity endorsements,” Toby observed. “This strategy proves particularly effective in an era where capturing consumer attention is a challenge and budgets are constrained.” However, brands lacking the resources for a high-profile collaboration can explore partnerships with brands that offer complementary products or services. This was the approach taken by thermal imaging brand ThermoGears in its bid to attract new visitors to its website. “Email marketing remains one of the most cost-efficient channels, but its effectiveness hinges on the quality and reach of your email list,” explained CEO Julien Raby. “One tactic that’s working well for us is co-branded email campaigns. We identify companies with a target audience similar to ours and propose a mutually beneficial collaboration. We then send a joint offer to both of our email lists.”
One such collaboration involved a company specializing in hunting apparel. “By sending a combined offer to our respective lists, we tapped into a new audience without incurring significant marketing costs,” Raby noted. The brand intends to expand its use of this tactic in 2021.
16. Delve into augmented reality
Prepare to encounter more augmented reality (AR) experiences in 2021. AR enables brands to provide consumers with immersive experiences, such as visualizing how furniture would look in their homes (like Ikea’s AR catalog) or how clothing or accessories would appear on their bodies (similar to Warby Parker’s virtual try-on app). Stephen Light, CMO of mattress retailer Nolah Mattress, observed, “The pandemic compelled marketers to devise creative ways to engage consumers confined to their homes. AR marketing emerged as a solution, allowing target audiences to experience products virtually without physically interacting with them.” He addressed a common misconception that AR ads are prohibitively expensive, stating that they can be more budget-friendly than conventional channels.
“Beyond being more affordable than print ads, AR ads have the potential to significantly elevate engagement rates due to their interactive nature and novelty compared to traditional marketing mediums,” Light added. “Furthermore, AR ad content can be repurposed across various marketing channels, maximizing its cost-effectiveness for audience interaction.” Daniel Snow, CEO of performance and social media marketing agency the Snow Agency, also shared plans to increase the use of AR marketing in 2021, citing its ability to bridge the gap with consumers even amidst lockdowns. Additionally, by providing consumers with realistic product visualizations, brands can minimize the likelihood of returns.
17. Automate strategically
Another strategy for optimizing budgets and boosting efficiency is marketing automation. Sharon van Donkelaar, CMO at LinkedIn marketing automation company Expandi, highlighted the role of automation in liberating employees from “mundane and repetitive business tasks.” One example of this is Automated Bidding in Google Ads. “Managing Google Ads effectively often involves continuous tweaking of campaigns, keywords, and bids to maximize return on investment,” explained Thierry Tremblay, CEO of online database software Kohezion. “However, all this manual adjustment comes at a cost, both in terms of time and potential increases in management fees. Automated bidding offers a solution by enabling Google to automate these adjustments in real time based on historical data.” Matt Bertram, CEO of digital marketing agency EWR Digital, pointed out that other automation tools can streamline the development, launch, and analysis of multiple campaigns.
A chart we adapted from Google’s more comprehensive automated bidding breakdown. “These tools analyze conversions at the end of each campaign, providing valuable data for segmentation and optimization,” Bertram added. “This translates into significant time savings, allowing you to concentrate on monitoring outcomes and making strategic enhancements for improved future performance.” David Kolodny, cofounder of startup studio Wilbur Labs, underscored the heightened importance of automation and real-time data in 2020, stating that understanding immediate trends became critical, and manual processes struggled to keep pace with the rapid rate of change. “While trends have stabilized since the volatility of March and April, we’re still observing swift shifts in customer behavior daily,” Kolodny explained. “Real-time data feedback loops have been instrumental in enhancing marketing efficiency. By leveraging automation whenever possible and linking it to real-time data, our portfolio companies have been well-positioned to seize emerging opportunities. The strategic use of real-time data and automation will be a key differentiator between companies that thrive in 2021 and those that lag behind.”
Learn how to bid like a pro using Google’s Automated Bidding in this post
18. Adopt a B2B2C approach
The prevalence of remote work and ongoing unemployment will continue to shape the landscape in 2021, particularly within the realm of B2B marketing. Graham Smith, marketing director of B2B marketing consultancy Marketing Graham, cautioned that email marketing might be impacted by inactive email addresses. Conversely, this could present an opportunity for LinkedIn InMail campaigns, which generally boast high open and click-through rates. Dillana Lim, CEO of data technology company Versium, recommended embracing a B2B2C approach by linking consumer attributes to business target lists. “In essence, this involves mapping personal email addresses to business emails, or physical addresses and mobile numbers to the names of business professionals at specific companies,” Lim elaborated. “This approach empowers B2B marketers to harness the targeting capabilities that B2C marketers have been utilizing successfully to reach their desired prospects across all digital touchpoints.”
You now have 18 ways to grow in 2021
Will you be able to try them all? It’s unlikely. You might opt to test a few, while for others, focusing on just one might yield better results. The key is to select strategies that align with your industry, target audience, and specific business goals. Analyze your competitors’ strategies, listen to your audience’s feedback, and revisit this list as you formulate your plan:
- Align with Google’s upcoming update
- Prepare for a future without third-party cookies
- Nurture direct customer relationships
- Prioritize customer retention
- Embrace social commerce
- Back up purpose-driven statements with tangible actions
- Cultivate trust
- Foster a sense of community
- Optimize for voice search
- Prioritize local SEO
- Embrace a casual approach to social videos
- Explore live streaming
- Leverage the influence of micro-influencers
- Explore retailer media networks
- Forge strategic brand partnerships
- Delve into augmented reality
- Automate strategically
- Adopt a B2B2C approach Update! You may also be interested in these 2022 marketing trends.
Best of the best marketing strategies
Curious about past or future years? Here’s our Best Marketing Strategies archive:
- The Best Marketing Strategies to Try in 2019
- The Best Marketing Strategies to Try in 2020
- The Best Marketing Strategies for 2021
- The Best Marketing Strategies to Get Results in 2022
- The Best Marketing Strategies for Success in 2023