Paid Media Marketing in 2021: The Changes and Trends

Paid Media strategy

A new year doesn’t always mean a new me. Sometimes, it can also mean a new paid media marketing strategy. 2020 might not have been great for your pre-decided marketing strategy, but for 2021, we already have some predicted marketing changes. Last year’s crisis took many marketers unaware.

The instant change, uncertain situation, and never-ending distorted economy caused a lot of crisis for many brands and businesses. We can talk a whole year about the COVID-19 crisis and how it damaged big and small brands, but the time has come to move on. 

Paid Media Marketing Strategy After COVID-19:

Nevertheless, moving on doesn’t mean we let go of the marketing lessons we learned in the past months. The following are some of the changes that marketers should have a look at to incorporate a successfully paid media marketing strategy for their brands and businesses: 

Ads do Convert

Undoubtedly, digital ads are one of the fastest-growing factors in the marketing world. Many changes happened during the coronavirus outbreak. The changes directly influenced the upgrade of the paid media world. 

For instance, the ban on TikTok in India and the emergence of Instagram Reels were big factors in bringing change to the paid media industry. On the other hand, the last year has shown increased demand for content creation and bandwidth. Streaming services like Netflix and Disney+ are booming all across the world.

People are using the internet more than ever. Those with high-speed internet service like that of Hughesnet, for example, were able to get content swiftly, in high quality plus the benefit of excellent Hughesnet Customer Service. On the other hand, slow internet service affected the consumption of content online.

However, internet users showed a huge demand for brand content as they were shopping and scrolling more online during the pandemic. During this time, brands that worked on creating effective ads thrived. Basically, there are few types of ads that work best. To make such ads you need to focus on: 

  • Including links and swipe-up links in sponsored content and posts. This will make it easier for your target market to find you. 
  • Make sure you incorporate audio marketing in your content so that you can put forward your offering in the way of the future. Podcasts are becoming more and more popular, and are a great place to advertise your brand.  

Make Influencers Part of Your Paid Media Strategy

Influencer marketing is ruling the digital world. 

Paid Media MarketingMicro and macro-influencers have been benefiting brands for quite some time now. The coronavirus outbreak, demand for digital content, and growing access to fast internet have given this sector a serious boost. 

Brands are now able to engage with influencers more than ever. Good influencers can better understand a brand’s needs and demands. You should not necessarily put your brand in the hands of every type of influencer. Careful research and selection should be done. Influencer marketing works best when brands understand their nature of business and which kind of market they wish to attract.

For this purpose, there are popular tools such as BuzzSum, NeoReach, or Brandnob that can help you find the relevant influencers for your brand. These tools can help you find influencers that can integrate your brand journey and put your brand in front of the right audience. 

Better Audience Management

Having your brand on all social media platforms is great but can you really manage them all? Are you? Most of the brands have at least one idle social media profile which they hardly use. 

This one idle social media profile can project a negative impression on potential customers. If they don’t see any posts published on the channel or don’t get a response from the brand – they’ll be greatly disappointed.

Therefore, as a brand – you should focus on social media platforms where you can find the most relevant targeted audience. Stick to social media channels where you can entertain effective conversations and conversions. 

Make sure you stick to channels where you can attract customers who appreciate your brand’s principles. Ditch all the other social media channels that are not effective. Don’t leave an idle social media channel. 

Don’t Make Your 2021 Plan Static

It was nice to go by the book, back then before the pandemic. However, with what we’ve seen in 2020 and 2021, it’s crucial to be flexible and ready for change. Put your efforts and ideas into creating a striking paid media marketing strategy for 2021 (and already for 2022 as well). Always be prepared to bring beneficial changes to your brand in real-time.

Rest, all the best, and keep the marketing going!

Want to read more of our marketing posts? Check out this article about how to start and dominate online marketing.