7 Executives Share Marketing Predictions For A Post-Covid 2021
I typically ask executives to share annual predictions as we head into a new year. For 2021, I sought insight regarding how marketing will change after Covid. Below is their insight.
Brands will be expected to be clear on their values. Amy Vale, CMO at Dosh
“In 2021, vocalizing your values will no longer be the exception for brands, it will be the rule, and marketers need to be prepared to stretch their authenticity muscle. We have increasingly seen brands this past year speaking up for what they believe in — from showing their support for the Black Lives Matter movement, to companies encouraging their users to vote, to increased transparency on sustainability practices. Consumers are reaching a tipping point in voting with their dollars, holding brands accountable to higher ethical standards. However, marketers absolutely must balance communicating values while avoiding a tactless stunt, especially when supporting a cause. Any social impact initiative should have one or all of the three following pillars: money (are you putting forward a meaningful donation behind your support?), time (are your brand’s executives volunteering for this initiative?) and knowledge (helping to increase awareness of the initiative).”
Brands will focus even more on expanding customer lifetime value. Bernardo de Albergaria, CCO at Airship