In what has been the longest year of our lives, many business owners are understandably looking towards 2021 with a mixture of both excitement and trepidation. With so many small businesses still reeling from the effects of 2020, what might we have to look forward to in the new year?
Here’s what the experts, including those of us here at Workdom, have to share with you.
The E-Commerce Boom Will Continue
If it’s one thing we can definitively say about COVID, the silver lining on this very thick and heavy dark cloud is that e-commerce businesses are booming. Even households that never considered online shopping before are now having their groceries delivered, among other things. Amazon, Google, and Walmart, among their other competitors, are the undisputed kings of the hill here, but there’s also a massive recognition that small businesses also need, love, and lots of it.
You can expect in 2021 that the boom in e-commerce will continue, and now, more than ever, people are recognizing that the handmade and homemade way of life is disintegrating before our eyes if we don’t do something. No matter what you sell, proven conversion-boosting perks like free shipping, free gifts or other discounts when a certain value is reached are always welcomed, but this year more than ever.
Get Ready for a Cookie-less Future
Chrome, Google’s popular internet browser, will stop supporting third party cookies in 2022. Although that’s still a ways away, marketers are still debating how a lack of cookies is going to affect their advertising.
With a lack of third party cookies, consumers can no longer be tracked the “traditional” way. But that doesn’t mean that all cookies are forbidden, nor does it mean that consumers can no longer be tracked. There are, of course, many other technologies in use and they’re just as widespread and just as adept at tracking users as cookies are.
Also, Chrome is not the first browser to support the lack of third-party cookies. Safari has been doing it for years, and advertisers have understandably found workarounds that work just as well, if not better. As with any technology that affects privacy, consent is the name of the game. When you have something valuable and important to share, getting expressed consent from your targeted customer is enough to say “I don’t mind you having access to certain data about me in exchange for this information.”
The key is to make the information valuable enough in this give-and-take relationship so that the customer understands what they’re giving and what they’re getting in exchange.
Opportunistic Partnerships will Thrive
Corporate brands and celebrities have always been known for their partnerships, but now, the effects of this kind of collaboration are trickling down to small and medium enterprises as well. In 2021 and beyond, expect more brands to ally with social media influencers, in creating win-win partnerships that highlight and draw in ever more eager and interested audience members.
The challenge at this point, is finding those opportunistic partnerships and creating a situation where both parties get something of value. Fortunately, this is one of our many specialties here at Workdom, and if you need help getting your product out into the world while amassing a dedicated following, we invite you to reach out to us and learn more about our services and how we can help you with your business.
Embrace Social Responsibility
This year was also marked with a great deal of social and societal upheaval while drawing attention to lost or forgotten causes. Ever looking to position themselves as the champions of doing right in the world, many well-known brands and businesses, particularly those keen on attracting members of Generation Z, are stepping up their social awareness game and embracing social responsibility.
For many brands, this type of consciousness is deeply rooted in their actions and is not simply paying lip-service to a cause, but rather uprooting the company culture and more tightly weaving it within a cause that many can support and feel allied with. Companies that just scratch the surface of social responsibility as a way to pat themselves on the back are quickly forgotten and labeled as fakes, while those who take a keen interest in improving the situations of others not only ally themselves to a cause, but find that the cause allies itself to them as well.
These are the things that advertising and marketing experts, including those of us at Workdom have noticed as we look to close out 2020 (with a great deal of hindsight). We all learned difficult lessons this year and much of it has shook our foundations to their core, but that’s not to say that marketing is dead. Those companies that are agile, flexible and have a finger on the pulse of what’s to come will be the ones best-prepared to take on this new year, and the new normal that comes with it. So reach out to us today and let’s work together to get you head start in growing your business further in 2021.