How Will Consumers React to Marketing Strategies in 2021?

Forrester has recently published a report, with its top minds offering insight about what the marketing world will look like in 2021.

New year, new us. This usually hollow statement might hold stronger than ever with 2020 being a year people wish to firmly put behind themselves. And, in accordance with the "new us", everyone had better start preparing for how they're going into 2021. Forrester, an American-based market research firm has published a report taking a look at how consumer perception towards marketing will be in the new year.

Users have become accustomed to working and commercializing online, with all benefits and caveats. Thus the report, entitled "The Future of the Empowered Consumer in the US", emphases on the importance of brands creating online personas that consumers can interact with.

These very empowered consumers, labelled Progressive Pioneers by the report, are currently setting standards for marketing programs to adhere to. As notes by Forrester, while Pioneers haven't undergone much change in online behavior since the pandemic's heyday, other consumers have very much started to adopt their behavior patterns. What used to be a skewed demographic is now becoming further streamlined, which honestly benefits brands as they adapt to the changing landscape.

Anjali Rai of the marketing firm notes that the best approach to customer satisfaction will come via a healthy mix of both online and physical interaction, as opposed to the over-reliance observed by the former throughout the COVID-19 pandemic. There's quite a bit of truth to that statement, as highlighted by studies showing how despite social media adherence, 34% of active US adult users felt less connected with their loved ones than they had hoped.

The Forrester report also mentions that users socializing via multiple online channels had the best overall experience, which means that brands have to port themselves across multiple platforms. Which, as almost every social media app has either began or looked into business-catering alternatives, should prove to be simpler in 2021.

Another notable feature is the rise of privacy awareness. 57% of US adults, in a study conducted by Nielsen and the Conference Board, showed reluctance to exchange personal information in exchange for targeted marketing. Pioneers particularly showed interest in brands that looked to support local communities, as opposed to bigger yet unhelpful corporations. Such an attitude is most likely due to the effects of long-term capitalism striking an uneasy chord with the disenfranchised of the United States.

Companies such as Apple have also enabled rules and regulations in order to protect any and all information gathering from their userbase, to widespread praise. So, if readers wish to not hold stock in the words of Forrester, they still have a massively successful tech company's example to follow.

Here's how consumer expectations for brand experiences, personalization are changing, as per the new study by Forrester

Read next: COVID-19 Impacts on Business Economy Around the World (infographic)
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