Google Canada Shares 2021 Marketing Trends

Last week, Google Canada asked three leaders from its digital marketing team to discuss trends that they believe will animate consumers in 2021. These trends may not apply directly to your business, but they are helpful for understanding the digital-first world in which you operate.

Elena Chan, Google Canada’s Head of B2B Marketing, believes that consumers will continue to shop local this year, as long as businesses make it easy to do so. That means continuing online ordering, curbside pickup, and delivery services. She also predicted an increase in live-streamed shopping, which she says has been popular in Asia for several years.

“Live-streamed shopping allows people to buy and curate via mobile or on YouTube,” she explained. “Retailers can showcase their available products in a way similar to a shopping network on TV. This is a great way for brands to connect with their customers as we expected continued limitations on in-person shopping.”

Alyssa Whited, Google Canada’s Senior Product Marketing Manager, YouTube, predicted that consumers will continue to call for more inclusive messaging in 2021.

“This year is the time for marketers to accelerate their efforts around diversity and inclusion – we can’t take our foot off the gas pedal,” she said.

Prioritizing inclusivity isn’t just the right thing to do from an ethical standpoint; it’s also good for business. Consumers want to see themselves reflected in marketing messaging and will reward businesses that fulfill that desire.

“Research shows consumers are choosing brands that prioritize diversity,” Whited added.

Andrew Rapsey, part of Google Canada’s Product Marketing, Hardware and Services team, predicted that audiences will demand more from virtual events this year. If your company plans to host webinars, conferences, or virtual gatherings, make sure they include ‘compelling content and speakers’ that will ‘keep audiences engaged.’

As a Google Premier Partner digital marketing agency, it is our job to help your business stay up to date with the latest online behaviours and trends. Most consumers will spend much of 2021 inside and online, meaning digital visibility is more important than ever. Contact us today to discuss how we can help.


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