Boycotts like #StopHateForProfit have shown that consumers are now more aware of the digital channels they use.
As COVID-19 disrupted lives and augmented the use of digital devices, digital ad spends among brands concurrently increased. With several industry-specific factors and macro trends affecting trends in marketing, digital channels amid COVID-19 have become oversaturated.
This has inadvertently oversaturated the digital space with “over optimised” and irrelevant ads, thereby lowering click rates, and making acquisitions more expensive. Brands looking to grow in 2021 must prepare for a cookie-less online digital space and adopt more engaging and time-tested marketing techniques.
Moving away from URL to “IRL” (in real life) with experiential activations like pop-up stores, and engaging prospects with authentic branding and activism can help build meaningful connections. While out-of-home (OOH) ads suffered in 2020, revitalising OOH campaigns can boost engagement, as consumers venture back out.
[8 minute read]