5 marketing trends health & beauty brands must watch out in 2021
The worldwide pandemic led to massive disruptions, store closures, significant shifts in consumer purchase behaviors, and more. It also made it hard for business leaders to predict how B2B and B2C marketing and sales will look like when we enter the post-COVID era. Despite that, the health and beauty sector found its way to the top and thrived in every path by implementing new-age marketing strategies.
We live in a time when technology marketing moves fast and consumer interests and behaviors are hard to predict. Marketers can no longer stick their heads in the sand and hope that educated guesses and the same old methods will work forever. Months of data-driven analysis of customer responses to COVID-19 have given beauty entrepreneurs some insights into the marketing trends that are working in this new age of innovation.
Considering that, here’s how beauty brands can overhaul their marketing strategy in 2021 to win in the new normal.
Implement Conversational Marketing
Conversational marketing is a customer-centric and dialogue-driven approach to marketing. It has become the go-to strategy for driving customer engagement, improving customer experience, and growing revenue. Every customer must be able to reach out to the brand and the brand’s communications team must make customers feel like they are a part of the brand. This helps in building trust and loyalty which makes Conversational Marketing an important marketing trend.
Machine-led New-age Innovation
When we talk about new-age marketing, terms like AI and ML are bound to pop up. These buzzwords are now effectively incorporated in the technology-driven age of marketing. AI and Machine Learning can pretty much manage media planning and buying for your beauty brands on their own. Artificial intelligence is the biggest commercial opportunity for companies, industries, and nations over the next few decades and will increase global GDP by up to 14% between now and 2030.
Explore Visual Experience
Today, marketing has gone beyond just advertising on different platforms. It is where customer experience is strategized and implemented across different means of communication. One such marketing trend that shouldn’t be missed is Augmented Reality and Virtual Reality. These are technologies that will revolutionize how we consume and create content in this new decade. With AR and VR evolving rapidly and in this new world order of experiences from home, it is important marketers take a serious look at these technologies for their brand.
Prioritise personalized experiences
In order to win in this category, beauty brands may also want to consider adopting a marketing strategy that will bring the beauty experience closer to their consumers. Encourage consumers to get creative with your products, curate product range for a specific niche, etc. Although we’ve seen a lot of beauty brands in the past create customizable skincare and haircare products in the past, we’re also beginning to see a surge of customizable makeup experiences too.
Create brand transparency
With digital taking the permanent seat in the collateral world of communication, transparency on social media has become important like never before. Social media acts as a medium for brands to directly engage with their consumers, people are seeking out brands they can trust more frequently, so being transparent will help the brand to gain the trust of more users. In this way, brands can deliver a message to consumers that they want to hear, and come across as honest.
With the pandemic giving us more time to slow things down, take this as a unique opportunity to recalibrate and adapt your brand’s existing communication strategy.
About the author:
Disha Dinakar, Co-founder, Digvijaya Herbals