Opinions expressed are those of the author. Recently, Forrester interviewed many European B2C marketers about their 2021 priorities and about the tactical or operational actions they plan to take in the coming six to 12 months to adapt to the current climate. Your privacy means the world to us. Despite having more than ever to do, marketing leaders will face tighter budgets. Over-The-Top Advertising. AI is what enables winning marketers to shift from a one-way push mode to a customer experience that is predictive, optimized and personalized. Successful marketers understand that if you are not personalizing to the individual, you’re failing. Learn more by viewing our, Lights, Camera, Action – How to create, distribute and manage video content to drive ecommerce, How to Deliver Awesome, Engaging Webinars in a Work From Home World, Predicting the Unpredictable – The 2021 Marketer’s Guide to Retention, Loyalty and Lifetime Value, Marketers’ Best Tool in 2021: Why Identity is Key to Picking Up Pieces When Cookies Crumble, Local Marketing Solutions for Multi-Location Businesses, Enterprise Digital Asset Management Platforms. Read Matt Ramerman's full executive profile here. Adobe Stock. All Rights Reserved, This is a BETA experience. Share it with us on Facebook, Twitter or our LinkedIn Group. The specific top trends identified by the report shared in common, said Deloitte, “breaking out of our often defensive mindsets to more holistically — and authentically — meet human needs.”. Industries that are already achieving a competitive advantage by using this new, compelling mode of conversational communications are B2C subscription services — think Spotify, StitchFix, etc. But it’s the AI that makes chatbots most powerful for marketing use cases. We work with business and technology leaders to drive customer-obsessed vision, strategy, and execution that accelerate growth. You may opt-out by. Discover MarTech (Virtual): Available On-Demand. 3. While Deloitte highlights the kinds of good sense consumers already expect from brands, there are a few trends here we recognize as deeply linked to the martech maturity of an organization: Agile as the dominant framework for how we work and the need for the kinds of tech-minded talent that accelerates digital transformation. Trust and brand loyalty are becoming more intertwined, even as consumers expect brands to be able to pivot quickly in these uneasy times. © 2020 Third Door Media, Inc. All rights reserved. Customers will not only feel a stronger connection to your brand, but I believe they will likely spend more money with brands that are deploying this two-way mode of dialogue. 1. Get the daily newsletter digital marketers rely on. Push circular-economy initiatives. Conversational marketing will drive conversational commerce. © 2020 Forbes Media LLC. Your brand should already have an always-on channel, a means where your customers can reach out to resolve an issue and ask questions. For too long, omnichannel has meant treating all channels equally. Despite the antitrust and privacy hearings of 2020 and the push for regulation, I believe nothing much will change in 2021, even with our new government. In late 2021, the hottest marketing job might just be the chatbot copywriter. I’m hopeful that other brands will quickly catch up. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. The Cross Carrier Messaging Initiative (CCMI) and Google’s RCS Chat made this possible. The article was written by Forrester VP and Principal Analyst Thomas Husson, and originally appeared here. It’s that by this time next year, key infrastructures like CCMI will be scaling, and enabling technologies are within reach. EY & Citi On The Importance Of Resilience And Innovation, Impact 50: Investors Seeking Profit — And Pushing For Change, Michigan Economic Development Corporation BrandVoice, Cross Carrier Messaging Initiative (CCMI) and Google’s RCS Chat, Read Matt Ramerman's full executive profile here. Forrester’s unique insights are grounded in annual surveys of more than 690,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. The recession isn’t over, but things are looking brighter. Two-way conversational marketing will be here to stay. The 5 Biggest Retail Trends In 2021. Yes, it’s true. Successful brands will use chatbots and AI for more than customer service. Two-way conversational marketing will be here to stay. Allocate budget to digital and mobile investments that show a clear return. Stop neglecting your first-party direct relationships. In addition, they will take personalization across channels to the next level — moving from testing to mainstream. It’s late summer in 2021. Forrester is one of the most influential research and advisory firms in the world. SMS, while still useful and ubiquitous, is very 2020. Pivot faster to an e-commerce ecosystem with direct-to-consumer brands, retailers, and marketplaces. Kim … First adopters, those innovative and creative enough to strategically experiment, already have a toe dipped in, and you can be sure their foot and leg are not far behind. And all this will take place against a backdrop of an ongoing pandemic that’s driving a shift to digital. Adapt your creative strategy to online contexts and anxious consumers. Prioritize marketing technology investments that boost engagement and loyalty. EY & Citi On The Importance Of Resilience And Innovation, Impact 50: Investors Seeking Profit — And Pushing For Change, Michigan Economic Development Corporation BrandVoice.