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How predictable will 2021 be? | MarketingTribune Content marketing

The bar for self-discipline is high. We strive for the greatest possible customer satisfaction in our work. Hopefully the bosses will put time and money into employee satisfaction. And content marketers are now expected to maintain the quality of the contacts with stories. For example, the degree to which communication is increasingly personalized is also a factor. Corona has made managers’ investment plans quite risk-averse. And so the subject of personalization falls into the priority lists. Which is a shame, because personalization can ensure an agile and above all customer-oriented marketing strategy. The first seven months of the pandemic resulted in 69 percent of corporate marketing managers acting conservatively and risk-averse. Logical, after all, we can no longer blindly rely on our forecasts. While personalization was high on the agenda for the same group in recent years, 80 percent of marketing managers now indicate that they postpone or even cancel investments in personalization. In this article on emerce.nl you can read why personalization offers a solution in these times.

This story is also interesting if you want to learn more about building sustainable, personalized connections with customers, instead of focusing on short-term sales. Five inspiring examples. On bloovi.be.

Under this headline on FW, a story that is worth reading for any marketer or manager. I thought this was one of the most interesting passages. What are my competitors doing?

You shouldn’t always try to reinvent the wheel. Take a look at your most successful competitors and research what works for them. Use tools like BuiltWith to see how their tech stack works. Use Similarweb to see how many visitors they have on their website. Use SEO tools (e.g. Moz) to find out which keywords they rank well on. Use the Facebook ad library to find out what kind of ads they have running. Sign up for their newsletter to understand how they communicate. Buy a product on their website or fill out a lead form to experience what their onboarding flows look like. Be creative, the list is long.

For the techies among us, it is exciting what the specialists in our field predict. Data specialist Splunk foresees more supply chain attacks on dutchitchannel.nl in 2021. Increasing digitization, globalization and outsourcing is necessary to function efficiently within the chain. But it will pose major risks in 2021. The amount of supply chain attacks will increase this year. These attacks take place via another company in the chain. The threat of a digital supply chain attack is increasing as companies within their chain share more and more information with each other. However, the adoption of AI will not accelerate in 2021 either. Next year, companies will first look for AI models that are self-learning. After all, organizations will only apply AI on a larger scale once the technology is easy to scale up.

Eric van Hall – founder and chief executive officer of CopyRobin, an online platform offering copywriting as a service – has surveyed 11 social media and online marketing experts about their expectations of trends in their field. On Customer Talk you can read the five most remarkable trends that emerged from that round-up.

One of the more important trends for 2012 identified by emerce.nl: Digital and personalized “total experiences” are becoming the norm. An IT trend that is already visible, and will only gain momentum in 2021 and beyond, is the importance of digital total experiences. Whether it concerns customer experiences or the well-being of employees; uniformity and consistent quality across all communication and marketing channels (omnichannel) and digital experience platforms (DXPs) are becoming the standard according to multichannel platform Emerce and many other trend followers.

A remarkable development that I would like to mention: The active use of social media among young people has decreased significantly during the corona crisis. Only one in ten of young people actively uses Instagram on a daily basis and only 7 percent actively uses YouTube. At the beginning of 2020, this was 23 and 16 percent respectively, according to the corona youth survey by creative agency Wayne Parker Kent, in collaboration with MediaTest. A total of 1,740 young people participated in the study.

How predictable will 2021 be? Just add the predictions for this year. It will not surprise you that 2020 was different from what we thought in December last year. Surprisingly different. And most developments are going faster than expected. And because we still have to work from home, it is relevant to keep our eyes wide open and to prevent the trends from overtaking us on the right and left and by the summer when we are allowed to ‘go out’ again, you wake up in another world.

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