Digital marketing in 2021 and beyond

By Bright Red Digital Ltd

03 Aug 2021

digital-marketing-in-2021-8.jpg

The last 18 months and everything it entailed forced us all to look at our businesses. What were our strengths, and our weaknesses and what was the ‘new plan’ in order to survive?

It’s been a hell of a ride, but… we think it’s fair to say that businesses are tired of talking about COVID-19 and want to get back to planning ahead.

What does digital marketing in 2021 and beyond look like?

So whilst we’re looking to the future and a return to ‘normality it makes sense to take what we’ve learned and make it work for our future plans.

Business owners and entrepreneurs are an innovative bunch and the most successful businesses and brands took their existing strengths and developed new ones. They adapted their systems, remained flexible in an ever-changing world, listened to their customers and sought out new opportunities.

Here are the key things which successful businesses have focused on, and that should remain a part of digital marketing in 2021 – post-pandemic.

Prioritise The Bottom Line

Many businesses have reassessed their spending in order to prioritise ways to bring real value to their business and their customers.

During uncertain times smart businesses focus their efforts on marketing methods that are tried and tested. When budgets are tight it makes sense to use marketing channels that have a proven track history and provide good ROI. 

This means a shift in strategies to be more data-driven and develop marketing and sales funnels that drive repeat and new sales.

This could mean keeping a tighter rein on the performance of social media campaigns or managing ad spend more closely. Short-term results shouldn’t be the only focus, however.

The best marketing strategies combine both conversion-focused AND brand-awareness tactics to build a strong and engaging business with long term value.

Whilst tools such as ads are great for bringing in sales, strategies to build brand awareness are equally important for long-term growth. 

Shopping Online

E-commerce is a trend that was already accelerating throughout 2018/2019 and the pandemic launched it forward even faster than before. With the onset of the Covid19 pandemic, more people than ever went online to buy everything from food to furniture.

As a result, Statista now estimates that there will be 2.14 billion global buyers online by the end of 2021. 

Projections show that e-commerce sales are expected to rise to 19.5% by the end of 2021. It’s also important to note that 61% of all online retail traffic comes from mobile devices.

This means that it’s more important than ever that a website is mobile friendly and shopping apps are growing in popularity. That doesn’t mean that the desktop experience should be neglected. Whilst mobile outperforms desktop in bringing in website traffic, most online sales still take place on a desktop.

Social Media

More than 1.3 million new users joined social media every day in 2020, that’s 15.5 new users every single second. In January this year, there was a reported 4.2 billion (53% of the population) active social media users – that’s a lot of people. 99% of those users are accessing social media using a mobile phone and spend on average 2 hours and 25 minutes browsing each day.

Mobile commerce also increased by an impressive 31.5% in 2020 and is expected to grow further. Many brands are using the shop function in Facebook & Instagram and the live shopping opportunities in apps such as TikTok to drive sales. In a time when shoppers couldn’t browse the rails with their friends, seeing videos or lives featuring items on real people provided them with a connection to products.

Similarly, many service-based businesses have used their social media platforms to reach out to their customers in a time when human connection was scarce. Consumers want to be educated, entertained and take part in conversations with people and brands that they relate to. With cinema, galleries, theatres and music venues closed many people also looked to social media for inspiration and motivation.

Values

Whilst forced to stay apart many people have embraced their communities and come together like never before. Whether that’s supporting their high-street and buying vegetables from a local greengrocer, or joining a group of like-minded people online. This year has changed the world as we know it, and also the people in it.

An urge to help and be aware of the impact of their actions has been at the forefront of many peoples minds. This has resulted in many consumers demanding more from their purchases and taking time in their decision-making. For many, this means that they only want to buy brands from businesses and brands that represent their values.

Now is the time for businesses to make their values and opinions clear. Whether that is standing behind social movements, or making careful choices with their supply chain. Businesses need to select the right partnerships with suppliers and collaborators to ensure that they represent their true values. And most importantly they need to communicate this with their customers. It’s not enough to use sustainably sourced packaging, customers need to know about it; via branding, web channels and social media. Only then will they develop a connection with their customers and become more relatable.

A Unique Voice

When formulating marketing plans businesses need to keep their customer (and their needs and wants) at the forefront.  They should do this by creating content that really speaks to their customer and talks about their values and opinions. To do this it’s important to have a clear idea of who your customer is and who you are as a business.

Businesses that have a clear brand, company message and marketing find it easier to grow their customer base, and those customers are very loyal to the brand. They listen to customer feedback, take note of trends and current affairs and make it clear where they fit into it all. Companies such as Innocent do this brilliantly by clearly communicating exactly what their product is, their business ethics AND their personality.

Digital Marketing In 2021 – What’s The Plan?

We’ve covered quite a lot, so here’s a quick summary to keep it all together for you.

Focus on the bottom line and use data to make decisions, but don’t forget about building brand awareness and long-term consumer loyalty. Take all or parts of your business online – e-commerce is bigger, better and here to stay. Use social media as a digital billboard – from events to shopping the opportunities are limitless. Create content that represents your values and connects with your audience. Find your voice. Connect with your customers and stay relevant.

We hope we’ve given you some food for thought and maybe inspired you to take another look at your digital marketing plans. We’re always available for a quick chat about any web or digital marketing questions you might have. Our team will be happy to help, just drop us a line or give us a call.

Latest news

1

Chiptech announces major innovation initiative at high-profile reception with the New Zealand Prime Minister in London. The Rt Hon Jonathan Reynolds, the Rt Hon Christopher Luxon and the Rt Hon Steve Reed (L-R Front Row) David Hammond, and Daniel Knowles

Chiptech announces major innovation initiative at high-profile reception with the New Zealand Prime Minister in London.

30 Apr 2025

2

Northstone secures full planning permission for 50 new homes in Edenfield Edenfield housing development

Northstone secures full planning permission for 50 new homes in Edenfield

29 Apr 2025

3

Ring Stones Maintenance and Construction celebrates completion of Dovestone Gardens Dovestone Gardens launch

Ring Stones Maintenance and Construction celebrates completion of Dovestone Gardens

29 Apr 2025

4

PHX Training welcomes new business leader to drive learner success Louise Kirby

PHX Training welcomes new business leader to drive learner success

29 Apr 2025

5

Lidl to invest half a billion pounds in its expansion as it eyes sites in Lancashire Lidl

Lidl to invest half a billion pounds in its expansion as it eyes sites in Lancashire

29 Apr 2025

Pc Prestonmacan Gif980x120 March
Background image for hub sign up block

LBV Hub

Leverage Lancashire Business View platforms

Post your news
Post your events
Post your offers
Build your network
Improve your SEO
Gain coverage in the magazine
Sign-up
Events
LBV122 May/June Launch Event
121 Lancashire Business View Magazine Launch
Networking
21 May 2025

LBV122 May/June Launch Event

Lancaster and Morecambe College, Lancaster, LA1 2TY

08:30 - 10:30

Sub36 Networking
Networking
11 Jun 2025

Sub36 Networking

British Jewellery School, Scorton, PR3 1BA

15:00 - 17:00

Lancashire Net Zero Carbon Conference
Net Zero Carbon Social 1200px 2
Networking
18 Jun 2025

Lancashire Net Zero Carbon Conference

Crow Wood Hotel & Spa Resort, Burnley, BB12 0RT

08:30 - 13:00

Lancashire Built Environment Conference 2025
BEC 315 X 315 Px
Networking
25 Sep 2025

Lancashire Built Environment Conference 2025

Blackpool Football Club, Blackpool, FY1 6HX

08:30 - 13:00

CMI Level 5 Management and Leadership Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Management and Leadership Course

Preston Campus, Preston , PR1 2HE

09:00 - 17:00

CMI Level 5 Project Management Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Project Management Course

Preston Campus, Preston, PR1 2HE

08:00 - 17:00

RISE - The Academy for Female Leaders and Managers
WENDY BOWERS RISE Illustrstion copy.jpg.jpg
LBV Hub Seminars
02 Apr 2025 - 08 Oct 2025

RISE - The Academy for Female Leaders and Managers

East Lancashire Chamber of Commerce, Clayton le Moors, BB5 5JR

09:00 - 15:30

Planning for the future + navigating Inheritance Tax changes
Planning for the future + navigating Inheritance Tax changes for website.png.png
LBV Hub Seminars
01 May 2025 - 01 May 2025

Planning for the future + navigating Inheritance Tax changes

Stanley House Hotel, Mellor, Blackburn, BB2 7NP, Blackburn, BB2 7NP

08:00 - 10:30

A night at the races
1.png.png
LBV Hub Dinners / Balls
02 May 2025 - 02 May 2025

A night at the races

Morecambe FC, Morecambe, LA4 4TB

19:00 - 23:59

Advantage: AI – A Workshop for Business Leaders – May 2
EV-land-2025-05B.png.png
LBV Hub Seminars
02 May 2025 - 02 May 2025

Advantage: AI – A Workshop for Business Leaders – May 2

Door4 Office, Burnley Wharf, Manchester Road, Burnley, BB11 1JG

09:00 - 11:00

Innovating business solutions through PhD Partnerships
30478 Skills Bootcamp open day setting.jpg.jpg
LBV Hub Networking
07 May 2025 - 07 May 2025

Innovating business solutions through PhD Partnerships

University of Central Lancashire, Preston , PR1 2HE

14:30 - 15:30

Celebrating 50 years of KTP
UCLanAerialCampus.jpg.jpg
LBV Hub Networking
07 May 2025 - 07 May 2025

Celebrating 50 years of KTP

University of Central Lancashire , Preston, PR1 2HE

16:00 - 18:00

Advertise with us

Reaching 50,000 members, our print, digital and event platforms offer a fantastic way to raise your business profile and help you grow.

Find out more Lbv121 Online Graphic
Subscribe now

Weekly news bulletin