The main marketing trend for 2021

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2021 is shaping up to be the year of digital transformation – and digital marketing – for South African businesses.

Work from home trends are now common practice for many businesses and require businesses to have the appropriate ICT infrastructure to support their operations.

This will result in more people online more often and for longer periods of time.

The social and personal lives of South Africans are also expected to become more ‘digital’ in 2021.

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With social gatherings and physical events still limited, people will spend more time online reading news, watching videos and movies, and posting on social media.

How businesses can benefit

This digital shift offers an opportunity for local businesses looking to reach their target audience in an efficient, measurable and affordable way – through online marketing.

Online marketing has proven to be the most effective way to reach consumers and decision makers over the past year – and is expected to maintain its dominance over other advertising channels in 2021.

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The Trend Score 2020 report, which analyzed changes in marketing spend over the last year, showed that the top performing marketing medium during lockdown was digital.

He also revealed that digital marketing saw the smallest drop in spend among any advertising medium during the economic crisis that led to global lockdowns in 2020.

The decreases in expenditure by medium during the year are as follows:

  • Digital: -2.4%
  • TV: -16.4%
  • Radio: -38.9%
  • Outside the house: -45.1%
  • Hurry: -65.8%
  • Movies / Cinema: -81.8%

“We expect digital to remain the primary marketing channel for South African companies looking to grow their business in 2021,” said Kevin Lancaster, Director of BusinessTech.

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“We have seen a sharp increase in the number of businesses booking digital campaigns with us in 2020 and we expect this trend to continue over the coming year.”

This article was published in partnership with BusinessTech.

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