“Community” is now a buzz word that we hear thrown around a lot in marketing.
Every brand suddenly wants to build a community as they believe it will lead to more growth. The issue is, not all brands should have communities, and very few communities actually provide value. I believe the future of marketing is actually “coalition” building. Not every brand needs to have a community of its own, but rather brands will start to align with other communities to build an amplification network for the causes and subjects that will collectively empower them. Now more than ever responsible marketing and impactful businesses will be the center of the conversation.
2021 will also start to see the outcome of COVID-19’s impact on the marketing industry.
It will start with the rise of the independent. With brands cutting their expensive agencies and seeking new solutions, COVID-19 only accelerated trends that were already heading in this direction. I believe that as brands seek new agencies in 2021, independent studios and owners will be prepared to throw their hat in the ring alongside the heaviest hitters in the market. There is a massive “unbundling” coming in our industry which will likely look and feel a lot like the rise of small D2C brands after the 2008 financial crisis and the second wave of e-commerce technology that followed.