Post Covid Marketing: Focus on ‘Creativity’ and ‘Bravery’
ADVERTISING GROWTH FOR 2021 FAR EXCEEDING EXPECTATIONS AND IS ANTICIPATED TO INCREASE; ‘DESIGN’ AND ‘CREATIVITY’ BECOME THE TOP PRIORITY IN U.S. CAMPAIGNS POST PANDEMIC
Global advertising is expected to increase by 19% at the conclusion of 2021, delivering a 15% rise in total revenue compared to 2019 results, according to recent predictions by global media firm GroupM. Additionally, The U.S. ad economy expanded 35.2% in June versus the same month a year ago, marking it the fourth consecutive month of expansion. Interestingly enough, the expansion was led by smaller advertisers rather than the largest.
And, according to a 2021 survey conducted by Opinium, COVID-19 brought a renewed focus on creativity and bravery in terms of outlets and messaging in advertising campaigns, leading to a 59% increase in customer engagement and 55% increase in the ability to acquire new leads amongst tech marketers. Clearly this can be extrapolated to other industries, so now is the time to expand media options to boost awareness and bottom-line results. ‘Bravery’ and ‘creativity’ should be the calls to action for 2021.
Lastly, the understandable pent-up demand for experiences and events creates a host of opportunities for brand and corporate sponsorships going forward. In fact, according to data from Momentum Worldwide, 48% of consumers who participated in a May 2021 study said they were planning on trying new experiences this year, with 46% in the U.S. being the most enthusiastic group globally in terms of being ready to return to live experiences just one month after their vaccinations.
If you are looking for guidance for marketing in 2021 and looking to raise the quality of creativity and results, contact Kim Macy at Macy + Associates. It’s an exciting time to move forward and Macy + Associates can work with you to funnel resources into the most advantageous strategies and outlets.