2021 Global Marketing Trends | Customer & Marketing | Deloitte Netherlands

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2021 Global Marketing Trends

Finding focus in times of uncertainty

While the Netherlands is facing a second wave of COVID-19, consumers are looking for help, direction and connections. Trusted brands help consumers navigate the path forward and are winning in the market. But the brand leaders of the past are not necessarily the leaders of the future. Are you focused on leading the way?

This year’s global marketing trends help executives break through the wall of uncertainty and strengthen the connection we all crave

Our inaugural Global Marketing Trends report is, in many ways, a response to this Fourth Industrial Revolution. Through interviews with more than 80 subject matter experts across the globe, we identified seven key trends on which every business will likely have to focus over the next 18 to 24 months to help build a socially- and human-conscious enterprise. These trends are:

PURPOSE: Demystifying purpose
Customers know what their values are, do you? As customers align with businesses that share their values, companies that act with purpose are more positioned for success. They are able to respond more quickly in times of uncertainty. They can turn tough decisions into simple choices because they know how to invest, how to engage their employees and how to meet the needs of stakeholders.

AGILITY: Changing the playbook
The current environment has tested business models in unprecedented ways and made clear that agility is a crucial, cultural mindset for organizations. Digital technologies can empower organizations to respond more nimbly when rapid changes in customer expectations and market needs collide. It is now more important than ever to accelerate— rather than throttle—investments in those technologies.

HUMAN EXPERIENCE: Know thyself
As our world becomes more enabled by technology, people are easily reduced to an email address, a social media interaction or an order shipped in a box. By deepening their understanding of their customers, employees, and stakeholders, companies can create tools, solutions and devices that make peoples’ lives better, not just always on.

TRUST: The promises we keep—or don’t 
Trust takes years to build, yet only seconds to destroy. Trust is built on a brand’s promise and the delivery of their product or service. Even in the most turbulent of times, when delivery meets expectations, brands build trust. When the gap between messaging and delivery widens, trust breaks down and reputation suffers.

PARTICIPATION: A two-way street
Customers are interacting with brands more than ever before, from a simple product review to co-creating content. With engagement now a two-way street, companies are thinking about customers strategically, as brand ambassadors, influencers, collaborators, and innovators in their engagement strategies. Companies are tapping into this passion to broaden their focus for more collaborative engagement with customers.

FUSION: The new ecosystem
Organizations can better help the people they serve by creating innovative experiences through cross-industry partnerships. Fusion represents the art of bringing together new business partnerships, customer insights, and digital platforms to create ecosystems that more holistically address human needs.

TALENT: Marketers disrupted
As the pandemic shifted ways of working and impacted budgets and even headcount, marketing organizations have focused on ways to make their most valuable asset, their talent, a strategic force. Technologies like AI liberate marketers from mundane, tactical execution freeing them to innovate and generate the big, creative ideas.

Download the 2021 Global Marketing Trends Report

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Take a look back at the 2020 Global Marketing Trends

Download the 2021 Global Marketing Trends Report

Want to know more about all seven trends? Stay tuned as we explore these topics further and please fill in the form to receive the report instantly.


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