2021 communication forecast — digital

The remote learning and working that defined 2020 fast-tracked digital transformation within businesses like never before, and there’s no sign of it slowing down in 2021.

2021 is sure shaping up to be an interesting one in the world of digital.

Digital in 2021

There is nothing like a global pandemic to shift people’s perceptions and habits. People have adapted to work-from-home life with many roles now permanently migrated to a flexible environment.

Digital Strategist, Liam Griffin takes us through the digital trends set to support the new ‘COVID-safe’ way to conduct business in 2021.

• ‘Fake news’ has led to consumers wanting transparency. The drive towards reviews and user-generated content is on the rise. Fake news and misinformation have been rife across the US presidential elections and COVID-19 space, leading to misinformation being listed as a form of cyber attack. How do you maintain trust through communication? Uphold a level of authenticity, develop trustworthy relationships and create a privacy policy with your stakeholders in mind.
• Informed buyers want to buy from informed brands. Customers have all the resources they need at their fingertips to understand and compare your services — it’s now expected you understand their journey and offer broader value to serve their needs. An iteration on segmentation and persona models  — organisations should use web analytics to track users by entry point, device and on-page content to present personalised outcomes.
• Communication with technology has changed. Near-field communication (NFC) business cards are the new handshake without the germs. They work like PayPass, transferring a range of information including contact details, LinkedIn account, website etc. to someone else’s phone instantly. QR codes are back and have been widely used during COVID-19 for everything from venue check-ins to digital menus. It is expected the resurgence of the QR code will be pivotal in future campaign and branding exercises as users want to quickly engage with your brand without remembering the URL.

If you’re ready to take advantage of advances in technology and communication for some quick wins, contact our Digital team. Rowland can help with everything from websites and data reporting, to digital strategy and design — contact us here.