The year has come to an end, a year that will go down in history, during which we saw our lives and habits change. And as the world changes, so do social media, the internet, and online communication. Here’s what has changed, what we learned from 2020, and what to expect in 2021!

In 2020, many businesses learned the importance of having an online presence, as social networks have now become an active part of our daily lives. Social media have also changed the way we interact, communicate, exchange opinions, and manage professional relationships, among other things. Thanks to technological development, online communities and platforms that users can access have attracted the attention of brands, which use them for more targeted and personalized communication with their customers.

Communicating across multiple channels: Why should you do it?

The year 2020 profoundly changed the global economy, including the communication and marketing sectors.

Data shows that 98% of active users on one social platform also use another platform. For example, 84% of TikTok users aged 16-64 also use Facebook, while 95% of Instagram users in the same age group are also on YouTube. These demographic shifts across platforms are opening up new opportunities for brands and publishers.

According to a Hootsuite survey, more and more brands (61%, to be exact) are confirming their intention to allocate their advertising budget to social platforms, and 73% of businesses have the primary goal of increasing lead generation. Only 23% have chosen to improve their customer experience, while the use of platforms to gather information about the customer journey and customer interests has dropped to 15%. This is a concerning statistic in a challenging economic environment, where consumer behaviors are constantly changing.

The Importance of a Communication Strategy

A careful analysis of communication needs makes us realize how important it is to adopt a communication strategy based on selecting the most suitable platforms to get to know other users and make yourself (re)known. Online communication lies in exploring creative solutions derived from the formats of the platforms themselves, as well as the engagement metrics to analyze and monitor in order to understand which audience to engage and which platforms to use to reach them.

In fact, reaching your target requires multiple socio-demographic and behavioral analyses, which serve as the foundation to understand their purchasing needs and interests.

The Boom of E-Commerce

The Covid-19 pandemic has pushed many sellers to modify their distribution and sales channels to adapt to the new purchasing habits of consumers. Now more than ever, home deliveries are growing due to quarantine measures and restrictions aimed at containing the pandemic.

Another significant opportunity is represented by E-commerce: as many as 3 out of 4 people have purchased products or services in recent months. The sectors that have benefited most from online shopping are Food & Personal Care, with a 41% increase, and Fashion & Beauty, with a 27% increase. This ranking is very different from last year, which saw the Travel category in first place.

The lockdown has certainly changed the lifestyles and needs of many people, giving more importance to the food, health, personal care, and essential goods sectors.

Based on this data, what can we expect from 2021?

2021 will revolve around three main themes: user-centered design in digital processes, which has changed the way people work and interact with technology; independence from the place of sale and negotiation, where buyers, intermediaries, and suppliers interact; and finally, the ability of companies to respond quickly and effectively to the new changes and opportunities in the market.

There will certainly be further impact with the likely increase in flexible work, with innovations throughout the year to facilitate smart working, especially for online communication and team collaboration.

The trend to improve will focus more on categories such as healthcare, finance, and education, which in the coming years will increasingly align with digital evolution.

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