Digital 2021 Report Shines Light on a Fascinating Year Online – Part 6: Looking Ahead

Which big changes will the business world embrace in 2021, and which will be left behind as a relic of the initial pandemic period? As 2020 taught us all definitively, the future is impossible to predict. But we now have enough data to study the key themes of our current moment, and analyze the results to create a broad picture to work from.

In the world of digital marketing, the most valuable data comes from the Digital 2021 Report by Hootsuite and We Are Social. This series of articles has thus far highlighted several of the key findings, but the report makes several other prescriptions for businesses based on social trends. As the leading digital agency in Thailand, we’re taking one last look back at the report to tease out some additional lessons.

Follow the culture

Flexible or remote working arrangements are likely to continue in some form for many people. Marketers looking to connect with their audience should keep in mind this possibility as they update their customer profiles, modifying their messaging to better resonate with people who have settled into remote working or studying habits.

With so many people spending their days at home, feelings of belonging, a community spirit, and life’s simple pleasures will likely be effective themes to push in the months ahead. Streaming events, webinars, and other accessible digital communications strategies will also be welcomed by audiences more than in previous years.

Other social themes are set to make their mark on 2021 as well. When considering influencers, models, and other brand representatives, audiences now expect to see their values on display – not just their faces and bodies.

Heightened social awareness is a major theme of this generation, and rightly or wrongly, consumers increasingly associate the sociopolitical qualities of each spokesperson with that of the entire brand they speak for. Businesses in 2021 will place greater emphasis on striking the right social note, as they promote their products and services.

Follow the rules

New rules surrounding the use of cookies will change the way businesses can advertise. Some of these adaptations will be the result of voluntary decisions, while others will be imposed by regulators. In the former category is Google Chrome, which will discontinue support for third-party cookies at the end of this year, forcing companies to modify their marketing efforts accordingly.

In Thailand, the Personal Data Protection Act (PDPA) will also come into effect shortly, with strict new rules about how digital cookies can be used to collect, store, and share data from users. Compliance is mandatory, with significant penalties for each violation. Businesses that have not yet made the proper arrangements should contact our digital agency in Thailand now.

Changes may be coming in other areas as well. As the Digital 2021 Report summary states, “2021 may be the year of the big showdown” between governments and giant tech companies like Google, Facebook, and Amazon. If anti-trust enforcement leads to any of these corporations breaking apart, marketers that use them will need to keep up with the changing landscape.

Whatever else 2021 has in store, marketers will need to keep their finger on the pulse of society in order to have the greatest positive impact. For a dedicated team of experts at your service, helping with any or all of your digital marketing needs, contact Lexicon today.


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