As we close out 2021, let’s look at the new year and see what the future holds.
The cookie crumbles
The big news is Google announced that it would end support to third-party cookies in their Chrome browser in early 2022. This will have a major impact, as Chrome is the most popular browser, with nearly 70% of all market share.
Tracking users across the web is essential to many advertisers and businesses. But more and more internet users have become concerned about protecting their privacy. With the end of third-party cookies, some marketers are going to zero-party data, which is given directly from the consumer to the brand. This can be done with surveys, games, or simple consumer/brand interaction online.
Quality content is king
Creating content is essential for engaging your customers and promoting your brand. But the key isn’t quantity, it’s quality. Marketers are moving towards leveraging high-quality, unique content. When developing content, think of how you can put your own unique twist on it. Also, think simplicity. You don’t have to bombard users with tons of information.
Direct mail makes a comeback
The pandemic definitely had an effect on this marketing channel, but yearly volumes are now up as direct-to-consumer brands increasingly use mail pieces to reach both niche and broad audiences. The pandemic also affected the way customers interact with brands, with many experiencing digital advertising fatigue. The biggest factor is ads that interrupt the app and website experience, leading some consumers to completely abandon sites or brands. Going old school, some brands are fighting digital apathy and maximizing advertising budgets by engaging consumers offline with direct mail marketing – and it’s working. Direct mail doesn’t have to compete with the digital experience, and it’s an effective way to get your message to a targeted audience.
Move over, Millennials
Marketers have been obsessed with Millennials for the past two decades. The first millennials are now approaching their fortieth birthday. While they still make up a significant proportion of the audience for many marketers, Millennials are seeing their influence starting to wane.
Generation Z is made up of people who were born from 1995 to 2010. These young people have grown up in a digital world and have very different viewpoints than generations that came before them. This provides challenges but also opportunities to reach different segments of that audience through personalization.
If you’ve been focusing your marketing strategy on Millennials, it may be time to refocus and come up with some new ideas for reaching Generation Z, the workforce and decision-makers of tomorrow.
The customer experience is always right.
It’s common knowledge that recurring customers are more valuable than new customers. Studies have found that it costs five times as much to attract a new customer as it does to keep a current one, so it’s definitely worth putting in the effort to keep your customers happy.
In addition to improving your bottom line, loyal customers also help to increase the reputation and awareness of your brand as they’ll talk about your company and products with their friends and family. Happy customers make great (and free!) brand ambassadors. Keeping these customers happy comes down to a good consumer experience. All areas of your business should be focused on delivering it effectively.
Farmhouse Creative is here to help with all your marketing needs. Feel free to contact us.