Expect more brand emails and texts than ever before in 2021


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Consumers will receive more email, text and push notifications than ever before in 2021, according to a new report by Forrester Research as brands try to develop more direct relationships with customers amid the epidemic and economic decline.

Forrester’s “Predictions 2021: B2C Marketing” report forecasts that the volume of marketing messages will increase by 40% next year as brands try to capture customers and drive new purchases. The report’s predictions outline some of the trends that may be affected by the epidemic, but it is expected that next year it will also affect marketing well.

Early in the epidemic, consumers began to notice the flow of emails from brands and other organizations, as businesses tried to shut them down, learn about security protocols and programs such as curb-side pickups.

But even if the impact of the epidemic subsides next year, efforts will continue to reach consumers directly, particularly due to Google’s plans to end support for third-party cookies, and Apple’s changes, which mobile advertisers How to track will have an impact.

The report noted, “An unprecedented epidemic robbed B2C marketers of existing plans and strategies, and new announcements from Apple and Google put data depressions on a fast track. But these trends don’t flash in the pan Huh.” “In 2021, marketers must prepare for an ecosystem without third-party cookies and device identifiers navigating an unpredictable economy and reduced budgets and headcount.”

The report predicts that the brand will spend more on existing consumers on lean and retention marketing that may restrict spending in uncertain times. Consumers should also provide a way for marketers to send personalized messages more easily, even after privacy changes, to opt in to loyalty perks or shop directly with them through an app.

Forrester analyst Stephanie Liu said the additional outreach would lead to an increasingly cluttered inbox, so marketers are expected to build on their marketing programs, including text messages.

“They’re thinking, if you’re not coming to our store, we still need to be on top of you,” Liu said. “Window shopping is nothing short of an opportunity these days. So how can we stay in communication?”

Liu said brands may need to think about moving away from more marketer-dictate messages, with each consumer in the database receiving a push notification at a certain time, which is a common strategy for retailers. They can be annoying and irrelevant.

“The other side of it is to give the message that it’s more responsive: ‘Based on how you’ve shopped with us before, or how you’ve interacted with us before, we think This kind of message would be relevant to you, ‘instead of taking the time to make that argument, to destroy your entire subscriber list with a single message, “he said.” It’s actually a lesser kind of thing . “

Other predictions

Forrester expects the market to decrease budget for traditional corporate sponsors next year, as ratings around the game are reduced and attendance at the stadium will decrease or decrease next year. Liu said the market has also been more challenging for investors to measure investment, even former Kovid.

Forrester has predicted that some brands will reissue the budget to reach larger audiences on cheap occasions such as e-sports, but with many flexible contracts.

It also said that marketers would focus more on “neighborhood-level” efforts with geographically targeted messages.

The report stated, “COVID-19 has increased sales of newly constructed homes as consumers move to the suburbs and rural areas for more space and affordability, taking advantage of flexible working options.” “In response, brands will scramble to transition from urban-oriented messaging to geographically targeted efforts to engage with local neighborhoods.”

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