2021 Marketing Trends
By Stephanie McGrath
I’ve consumed so many 2021 marketing, consumer behaviour, and travel trends whitepapers and articles that my scroll finger is sore and my eyes are watering.
Maybe you’re experiencing similar symptoms? If so, here is an attempt to summarize the insights I’ve gleaned from reputable sources and those I’ve pulled from our company’s hands-on experience and trend watching that I find to be most meaningful as we look ahead.
Think Interests and Values Before Age and Demographics
“The vast majority of marketing and advertising professionals are under 40 years of age, and this is reflected in all aspects of the work they produce. For example, although 46% of the US adult population is over 50, only 15% of images containing adults include people in that age segment, according to a study done by AARP,” reported HootSuite in their whitepaper focused on social media trends to watch.
“In 2021, marketers cannot afford to overlook older generations on social media,” continues the report. “By using smart segmentation and thoughtful representation, marketers that include baby boomers in their digital strategies can leapfrog those still stuck in stereotypes and capitalize on this growing technological enthusiasm.”
What does this mean for your marketing? In many cases, on a purely tactical level, it could mean not chasing the latest TikTok dance challenge and instead prioritizing channels used more heavily by this demographic.
On a broader, more philosophical scale, I personally believe that grouping our target audiences into values and interests-based personas is an important step to take. Those hailing from different demographic groups can still find common ground and this is where your marketing can thrive. For example, upwardly mobile empty-nesters valuing a walkable, community-based lifestyle may be closely aligned with a 30-something couple with no kids as far as what they’re seeking in a resort vacation. If we move away from boxing audiences into age groups, and target them with things that truly matter to their emotive core, then our marketing will undoubtedly be more effective.
Representation Matters
Related to the above theme, is the notion of ensuring audiences can picture themselves experiencing your brand. To do so, they need to see themselves reflected in the marketing with which we’re targeting them. Carefully curated User Generated Content (UGC) is an affordable way to be authentically representative. Content partnerships with influencers who speak to different audiences is another way to reach people in meaningful ways.
Accessibility goes hand-in-hand with diversity. Our digital marketing, creative assets, and channels must follow ADA compliance guidelines and accessibility rules not only to meet important rules and regulations established for the industry but also to ethically connect with audiences. As we move into a new year, those in the tourism and hospitality industry can also think about how they communicate their physical accessibility onsite in the way hotel rooms are described and properties are photographed.
Quality
For some years, the focus was on more. More blogs, more social posts, more galleries, MORE. As we move into 2021, we are focusing on quality, repurposing relevant content in fresh ways, and updating existing, evergreen stories so they’re relevant and relatable.
That will leave us more time to focus on larger-scale efforts and creativity. In some cases, quality can also mean quantity, when it comes to word count and article length. While the notion of snackable, bite-sized content is still obviously relevant, long-form content absolutely has a time and place.
“In a commoditized and oversupplied attention economy, offering value — entertainment value, informational value — is a powerful way to cut through,” says Vince Medeiros, Chairman of the CMA in an article titled “Is Fewer and Deeper the New Content Marketing Mantra”.
Careful of Concerns, Focused on Space
In our industry — Travel and Hospitality — all signs indicate potential travelers will continue to want and need to understand safety protocols, guidelines, and practices being followed at the hotel or destination they plan to visit. Keeping this information up-to-date is essential as we move into the new year. Additionally, many potential visitors will continue to seek out experiences that allow them room to roam free of crowds and to enjoy natural beauty and open spaces.
Live Your Brand
It’s easy to be swayed by the competition and to fall into the trap of sameness. But a sure way to stand out in the crowd is to fully understand who you are as a brand, what you stand for, and how you look and sound different from the rest. In 2021 look for ways to live your brand identity across all marketing channels and ways to be a source of use to your audiences, whether that means simply providing entertainment or perhaps useful information that’s relevant to your offering.
As we close out a challenging year and prepare for a new one, focusing on what we’re good at and who we want and need to connect with, is a sure path to achieving our marketing goals and objectives.
Stephanie is the Chief Strategic Officer at VERB Interactive — a leader in digital marketing, specializing in solutions for the travel and hospitality industry. Find out more at www.verbinteractive.com.
