I spent some time between binging holiday baking and Netflix to skim the latest digital / marketing trend reports published by various companies. I highlight the ones that I found most interesting below.
Facebook 2021 Trends & Topics: Every year, FB reports on the topics that surged in interest across the platform globally. Some predictable COVID-inspired rabbit hole dives this year - gardening and ed-tech topping the charts. Google released a similar report based on search volumes, albeit with a stronger Tiger King skew.
Deloitte 2021 Global Marketing Trends: This report covers many topics, the most interesting involves new research on CMOs – not a pretty picture. Only 3% of CMOs consider themselves high performers (reduced from 5% pre-COVID) in their ability to impact strategic decision-making, contribute to the overall direction of the business, and garner support among their peers for their initiatives. Further - and critical to customer-facing digital initiatives - only 29% have a significant impact on ‘Customer Experience’, less than the CFO (36%) and CIO (46%).
Fjord Trends 2021: This report covers more experiential themes, most of which revolve around how brands can be more present in new mediums and behaviours that are heightened by COVID restrictions - but likely here to stay in some form. Many interesting examples of how brands are creating content that blends edu-tainment, social media, and virtual events. See Amazon Explore for an e-comm focused example.
21 Trends from Trendwatching: Worth reading for the creative naming of the trends themselves (Pamdemoment, Transcycling, Robo-Roaming?), this is a quick overview of some big picture societal trends with real-world examples. A few years ago, a macro-theme was every company is a 'software company', now it seems to be every company is a 'health company'. See how Microsoft infuses mental wellness into its Teams Communication Platform.
2030 Consumer Trends (Mintel): A smart report, with some bold and specific predictions for 2030. Covers a lot of ground, with the most interesting predictions revolving around consumer-led interest in sustainability. Some interesting examples of how sharing and second-hand marketplace concepts can support this shift, from peer-to-peer clothing purchase to subscription-based car ownership.
Forrester Predictions 2021: This report focuses on more business and technology trends. Some interesting projections of how B2B marketers will invest in AI and automation (60% of B2B sellers will use), and the increased importance of digital tools (1/3rd of B2B tech buyers rate chatbots as a top-10 engagement channel). Further, 4 in 10 buyers indicate that human engagement with sellers as become less important.
We Are Social Global Digital Report: A comprehensive global report that covers commerce, privacy, sustainability, and technology topics. I found the section on livestreams most interesting. While many retailers have had to close their shops due to COVID and take to new digital channels to engage customers and sell products, there is evidence that this trend will continue as a way to elevate the online shopping experience. See The Drop – Snapchat’s shoppable show.
