Marketing messaging volume will increase by 40% in 2021: Forrester Research

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 27, 2020, 11:03 AM GMT+0

“Predictions 2021: B2C Marketing” report states that consumers will receive more branded emails, text messages and push notifications next year.

Businesses started increasing the volume and frequency of marketing messages early in the pandemic to keep consumers up-to-date with evolving safety measures, changes in products or services. Branded communication was also leveraged to reassure customers about employee and consumer safety.

Forrester expects that this increase in frequency and volume will continue over the next year. With consumers becoming more selective about their purchases, businesses are more likely to emphasise loyalty and customer retention. Another pandemic-influenced trend that is likely to continue in 2021 is the personalisation of marketing messages, tone and content.

Instead of using broad, urban-based targeting tactics, brands will leverage local-first marketing strategies. With marketing teams maintaining efficiency with lower headcounts, businesses will put renewed attention on campaign optimisation.

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