By peeking into the 2021 advertising trends or landscape in a more unconventional way, advertisers can form an understanding of where we are today and what may be coming tomorrow. Amid headlines about major changes such as the growth of digital advertising and new privacy issues, some more underlying trends merit additional attention. Here are a few:
1. Post-Cookie Hyper-Personalization
As third-party cookies began to reform in the coming years, advertisers turned their attention towards leveraging first-party data for super-strong personalisation. This meant direct-to-consumer experiences which helped brands understand consumer behavior and connect their customers to this stream in real time, reducing the need for something that tracked more invasive. AI & Machine learning were massively useful in analysing data to forecast consumer wants and demand.
2. Advertisements = Good for Environment
With a greener consumer-conscience, sustainable advertising practices slowly began to follow suit. From using eco-friendly materials for print ads to lowering the carbon footprint of digital campaigns and messaging, more brands are discriminating in their turn towards sustainability. If brands were able to voice their stand on nature behind these ads, this not only served as a big bonus of trust from the consumer end but also made them loyal customers for life.
3. The Rise of Audio Advertising
Though video grabbed more conversations, audio emerged as a strong platform – with the proliferation of podcasts and smart speakers. Brands leveraged new tools in developing interactive voice ads and branded podcasts for richer, more connected experiences.
4. AR Cinema
This also means that AR became a crucial tool for advertisers to create immersive campaigns. Product Visualization (Brands used AR to enable consumers see their products that they can interact with virtually even before making a purchase) This trend had a significant influence on sectors such fashion, home decor and automotive among others.
5. Niche Community Engagement
Advertisers would no longer target mass demographics but instead began to find niche communities based on shared interests. If a brand authentically interacted with these communities, then they could earn the loyalty and word-of-mouth marketing of this demographic for which such loyal advocacy was passing rare earlier. This trend underscores the necessity of building an understanding around and respect for communal values and dynamics.
6. Advertorial Ethics and Equality
Brands began demanding greater diversity and inclusion practices within their ads. That included not just making sure the ads themselves were representative of diversity, but also that marketing messages aligned with culturally sensitive and socially responsible ways.
7. Focus on the consumer privacy
Following the introduction of more robust data privacy laws, such as GDPR and CCPA, brands were forced to be clearer about their collection & usage. More importantly, this movement highlighted the important of avoiding dark patterns and empowering consumers to trust that companies are being transparent about what they were doing with their data – providing them choice.
8. Influencer and Micro-Influencers Collaborations
In 2021, influencer marketing became even more prominent, and people started turning to micro-influencers for having smaller (but usually more dedicated) followings. With an assist from the influencers these brands were able to target niches with authenticity and see higher engagement rates as well as genuine endorsement.
9. Advertise Your Virtual and Hybrid Events
These new opportunities are directly due to the pandemic, which sped up this move towards online and hybrid events. Brands sought out new ways to sponsor virtual conferences, concerts and festivals, some including interactive/live events with audiences.
10. Mental Health and Well-being Bracing
Advertisers responded to a surge in mental health fears caused by the pandemic and built well-being, self-care themes into their messaging. Brands marketed themselves as allies, providing solutions that supported mental and physical well-being.
Brands that drive a competitive edge by focusing on these less known trends and create broader connections with their audiences. Knowing these subtleties will help advertisers to manoeuvre the changing landscape and comply with fluctuating consumer tastes.
