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THE MARKETING CORNER
Digital Advertising: the 5 Most Important Trends to Follow in 2021 Ilaria Paolomelo eos Mktg&Communication Srl
What will happen to digital advertising in 2021? Will there be an increase or decrease in advertising budgets? How and where should marketers invest most? And what will be the main strategies to reach the right target? Here are some trends that will accompany us in the year following that of the outbreak of the Coronavirus pandemic, which we would prefer to leave behind but that we must take into consideration as it is strongly linked to the trends that we present in this article.
W
hile we are still facing the early months of 2021, one thing is
Those who work in the field of marketing and communication know
clear: digital advertising will be one of the most encouraging
it: when you are in critical economic times, one of the first choices
and inspiring channels available to marketers this year.
a company makes is to compress the budgets for these areas. Not
The Coronavirus pandemic has radically altered the global advertising
surprisingly, during the year characterized by the spread of COVID-19
landscape: on the one hand, in the early months of 2020 marketers
there was a sharp decline in the advertising campaigns of some
had to reduce the budget allocated to traditional channels and increase
companies that were particularly affected by the crisis. Let’s think, for
the one planned for digital channels, accelerating the transition to
example, of the tourism, transport, event and entertainment industries.
digitization. On the other hand, some companies have been forced to
Fortunately, there were exceptions: the food and pharmaceutical
decrease, or even suspend, the advertising spending planned for 2020.
sectors went against the tide, significantly increasing their advertising
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N. 68 - MARCH/APRIL 2021 - international PAINT&COATING magazine