Ideas and concerns about privacy are shaping up to influence marketers’ ability to reach new and current customers through digital channels. Evolving privacy regulations and changes to how devices and platforms track users are a wake up call for marketing organizations to rethink their practices and position themselves to succeed in this changing environment. 

First-party data—if you’re not already reading about it, you soon will. As technology evolves to meet growing expectations regarding online privacy, first-party data will be an important factor in how successfully organizations can target their marketing messages. Unfortunately, many marketers aren’t prioritizing or directing the right resources to collecting first-party data.

As though it wasn’t tricky enough to develop engaging marketing content in an ever-changing digital landscape, the COVID-19 pandemic has brought even more challenges as consumer behaviors change radically. Our president, JG Wolfe, shared some helpful tips and insights with the Triad Business Journal for a recent feature on the Triad’s largest advertising, marketing and public relations firms. We’re happy to share what we’ve learned over the past year:

2020 has been a year of massive disruption. We’ve seen our routines changed beyond our control and formed new habits ourselves, too. Marketers have had to keep up with fluid changes in consumer behavior, leading to innovative new techniques and technologies. Here are some things that are important to understand about trends in consumer behavior and the implications for digital marketing tactics in 2020:

While in-person events may be off the menu for now, it’s important to maintain relationships with your audience in creative ways. More than ever, people are seeking meaningful connection with others. Virtual events present unique opportunities for safely interacting and reconnecting during a time when we can’t gather in large groups.

Whether you’re an Instagram novice or a guru, there’s no denying the rise of this intensely visual social media app in recent years. Instagram has seen massive growth in use and engagement since its introduction in 2010. Recent numbers indicate 1400% growth in just the last 5 years. The young, tech-savvy audience that popularized Instagram is demanding authentic interaction and high-quality content. And they know when you’re trying to sell them something. Research shows that Gen Y & Z seek originality and emotional connection from their peers, influencers, and brands.