Cutting-edge strategies that would still cut it in 2021

Through 2020, despite the pandemic, a lot of future-fit businesses were able to weather the economic recession and problems caused by the lockdown, social distancing and drop in media, marketing, and advertising spend and change in consumer behaviour. How? We have listed a few key players which would still very much remain relevant in the ‘new normal’ and post-pandemic.

Digital Out of Home Advertising

Digital OOH was a huge player in 2020; ad spend increased and the pandemic also caused several businesses to turn to the digital platform. For the next decade we doubt OOH advertising will ever go out of trend. It can only get better as it continues to innovate.

As the oldest form of advertising, OOH is still a key player in today’s media advertising and marketing landscape. It leverages data insights, engages the target audience during key moments of their day, permits maximum exposure and is also location-specific.

Digital OOH also allows advertisers to benefit from premium sites, extended engagement with audiences, promotional strategies and campaigns, and creating the buzz around products.

Conversion Rate Optimization

Conversion rate optimization (CRO) is the process of enhancing your website and content to boost conversions; high conversion rates show your website is well-designed, formatted effectively, and appealing to your target audience.

With CRO, Brands get to understand their customers better, their preference, and also retain their attention; leverage current website traffic; improve brand perception; beat competitors; increase website profit; and even gain more customers.

This is definitely a trend that will not go away in 2021. Brands would need to use CRO to project a profitable year.

Paid social media marketing

Another marketing and advertising trend which stood out and saved top brands in 2020 is the Paid social media marketing. It is a method of displaying advertisements or sponsored marketing messages on popular social media platforms, and targeting a specific sub-audience.

Pay-per-click advertising, branded or influencer-generated content, and display ads are all examples of paid social media.

Micro-influencers are personalities who have built existing relationships, gained the trust, and attention of the target audience a brand is looking for.

Although their modes of delivery vary, every social media channel has platforms for marketing and advertising. For instance, Facebook has the largest community which can be leveraged considering its features and audience capacity; Twitter admits short-form content; Instagram promotes visual-based contents; WhatsApp is a good place for startups and SMEs; LinkedIn is the home of networking professionals.

Through the advertising and marketing tools featured on social media channels, brands can post targeted ads that will reach their intended audience, fit any budget, boost brand awareness, and also to gather market insights.

Search Engine Optimization and Search Engine Marketing

SEO is a fundamental part of digital marketing because millions of people all over the globe use the search engine daily for personal information, or information on brands, products, and services.

Search engine optimization aids marketing by increasing online visibility and digital traffic, boosting brand awareness, building brand credibility, and resulting in a higher conversion rate.

Search engine marketing on the other hand is basically the paid method of optimization where SEO is the organic method, Search Engine Marketing encompasses both SEO techniques and search engine advertising. SEM campaigns are instant, focused, strategic and generate revenues faster.


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