{"id":460996,"date":"2021-01-14T17:39:45","date_gmt":"2021-01-14T15:39:45","guid":{"rendered":"https:\/\/businesstech.co.za\/news\/?p=460996"},"modified":"2021-01-14T17:39:45","modified_gmt":"2021-01-14T15:39:45","slug":"the-top-marketing-trend-for-2021","status":"publish","type":"post","link":"https:\/\/businesstech.co.za\/news\/industry-news\/460996\/the-top-marketing-trend-for-2021\/","title":{"rendered":"The top marketing trend for 2021"},"content":{"rendered":"<p>2021 is set to be the year of digital transformation &#8211; and digital marketing &#8211; for South African companies.<\/p>\n<p>Working from home trends are now standard practice for many businesses and requires companies to have suitable ICT infrastructure in place to support their operations.<\/p>\n<p>This will result in more people being online more often, and for longer periods of time.<\/p>\n<p>South Africans&#8217; social and personal lives are also expected to become more &#8220;digital&#8221; in 2021.<\/p>\n<p>With social gatherings and physical events still restricted, people will spend more time online reading news, watching videos and movies, and posting to social media.<\/p>\n<h3 class=\"my-4\">How companies can benefit<\/h3>\n<p>This digital shift presents an opportunity to local companies who are looking to reach their target audience in an effective, measureable, and affordable way &#8211; thanks to online marketing.<\/p>\n<p>Online marketing has proven to be the most effective way to reach consumers and decision makers over the past year &#8211; and is forecasted to maintain its dominant position over other advertising channels in 2021.<\/p>\n<p>The Trend Score 2020 report, which analysed changes in marketing spend last year, showed the best-performing marketing medium during the lockdown was digital.<\/p>\n<p>It also revealed that digital marketing saw the smallest drop in spend among all advertising mediums during the economic slump brought about global lockdowns in 2020.<\/p>\n<p>The drops in spend per medium during the year were as follows:<\/p>\n<ul>\n<li><strong>Digital: <span style=\"color: #339966;\">-2.4%<\/span><\/strong><\/li>\n<li><strong>TV: <span style=\"color: #ffcc00;\">-16.4%<\/span><\/strong><\/li>\n<li><strong>Radio: <span style=\"color: #ff6600;\">-38.9%<\/span><\/strong><\/li>\n<li><strong>Out of home: <span style=\"color: #ff6600;\">-45.1%<\/span><\/strong><\/li>\n<li><strong>Press: <span style=\"color: #ff0000;\">-65.8%<\/span><\/strong><\/li>\n<li><strong>Movies\/Cinema: <span style=\"color: #ff0000;\">-81.8%<\/span><\/strong><\/li>\n<\/ul>\n<p>&#8220;We expect digital to remain the top marketing channel for South African companies looking to grow their business in 2021,&#8221; said BusinessTech MD Kevin Lancaster.<\/p>\n<p>&#8220;We saw a big increase in the number of companies booking digital campaigns with us in 2020 and expect this trend to continue during the year ahead.&#8221;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>2021 is set to be the year of digital transformation &#8211; and digital marketing &#8211; for South African companies.<\/p>\n","protected":false},"author":57,"featured_media":459284,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10459],"tags":[15714,9982],"class_list":["post-460996","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-news","tag-advertising-trends","tag-businesstech"],"_links":{"self":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/460996","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/users\/57"}],"replies":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/comments?post=460996"}],"version-history":[{"count":11,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/460996\/revisions"}],"predecessor-version":[{"id":461012,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/460996\/revisions\/461012"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/media\/459284"}],"wp:attachment":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/media?parent=460996"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/categories?post=460996"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/tags?post=460996"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}