So we’ve said ‘so long, farewell, auf wiedersehen, goodbye’ to 2020 and we’re now staring down 2021. There has been a sea change in marketing activity, with businesses across the globe embracing digital like never before.
In the past, new year has generally meant new marketing plans. But how do we plan? In the last 10 months planning has become quite fluid, we’ve had to be reactive rather than pro-active. Marketing can often be cyclical but with ever-changing consumer behaviour, marketers need to be on their toes.
Agility – (not the type from Crufts)
Get warmed up! Being agile in 2021 is key. Agility isn’t anything new but it will be fundamental in 2021. Adapting your marketing swiftly and efficiently as consumer needs evolve will increase customer retention and should increase growth.
The businesses that have managed to reset themselves are the ones that will be successful, especially if they have managed to do it in a short timescale with less resource. We recently wrote about marketing in a crisis, highlighting that with less resource and reduced marketing investment, it’s important to look all aspects of marketing spend and activity. The ability to pivot your marketing strategy in difficult times will ensure that as a business, you stay relevant to your market.
Data, data, data
The much-coveted, holy grail of marketing. Marketers want customer data in order to shape campaigns and personalise customer experiences. Larger businesses have often had teams of researchers and analysts to manage customer data.
But new technologies are allowing data to be much more accessible and manageable. Marketing teams who have embraced these new technologies have gained a significant competitive edge. They are in a position to offer customers a personalised experience, which in turn leads to greater customer engagement.
Marketing teams that have the ability to understand customer data and adapt their marketing activity to reflect their behaviour are the ones that will be successful in 2021.
The ability to better understand data means there’s no excuse not to embrace personalisation. This last year has taught us that lack of physical human contact, has increased the need, and want, for personalisation. We’ve not had a stat yet in this article (!) so here goes – a whopping 72% of consumers say they will only engage with marketing activity that is personalised. In the current situation, by offering a tailored shopping experience to customers, you’re going to increase brand loyalty.
There has been much doom and gloom over the last year but if marketers use this access to data in the correct way, they can customise activity and messaging to make customers feel valued. Recommend purchases and give them stock level updates, use geographic data to give local lockdown level updates and share local store delivery information. It’s the small things that will help you retain customers. They want to know they buy from a business that cares about them and isn’t all about the hard-sell. Taking the time to understand what is important to your customers will be beneficial in the long run.
Digital has taken the world by storm over the last 10 years. Any successful business will have a solid digital marketing strategy in place. But 2021 will demand a first-class digital offering.
Using digital correctly makes marketing activity more agile, more cost-effective and more impactful.
We’ve already highlighted the importance of personalisation. Using digital to treat consumers as individuals rather than one giant demographic group is the key to success. Get to know your audience and their needs, nurture them and in turn, they will gain further trust in you and your brand.
Live Stream eCommerce
As we’ve said digital marketing will be the priority. But have you heard of live stream e-commerce? Yes, you read that right. We have been watching this trend from afar and it looks like it is going to be big!
A live ecommerce platform lets customers buy via live-stream i.e. purchasing exactly what they are viewing in real-time. Technology never ceases to blow our minds! Look at software that can be integrated into your website. Being seen to create better, faster customer shopping experiences can only be a positive.
So 2021? New year, new challenges. Keep focussed and share your goals with your agency. When we say ‘agency’, we mean us! We want to help you gain and retain a competitive edge and build greater brand loyalty. Come and talk to us, we’re with you every step of the way.
One of the earliest marketing lessons talks about market ‘saturation’. Usually, market saturation means success. But what about when it comes to digital advertising? In this case saturation has led to digital ads becoming ‘white noise’ or wallpaper to consumers.
We like to think that everyone has an element of creativity but how it is executed is the challenge. Having a microwave doesn’t make you a chef.
Clients will often have great ideas that are a starting point for a campaign, but a designer’s job is to make that idea come...
Time is money so the saying goes. It’s an old phrase but it’s still relevant when we talk about an online presence.
Do you know how long do users stay on your website? Recent stats tell us it’s less than 15 seconds on average.
We have long said content is king. That has not changed over the last few years; however, it gets harder to create content that engages with your target audience. Do you continue to churn out content or do you look at getting the most out of what you already have?
Edinburgh’s most trusted plumbing & heating engineers, Scott Findlay approached us earlier this year as they wanted to create a video to let customers know what to expect from their team.
“There is one more thing – it’s been emotional…” 10 points to those who can name the film that comes from?! *
It’s December folks which means there’s a deluge of Christmas advertising – which actually started right after Halloween.
January. Already. Time seems to be flying in as quickly as marketing trends are evolving.
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Collaboration - the action of working with someone to produce something.
cooperation • alliance • partnership • participation • combination • association • concert • teamwork • joint effort • working together
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Yikes! We’ve heard this a lot over the years. Just as well we’re not sensitive souls here at Platinum HQ...
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Launching a website is always an exciting time. You’ve put in all the hard work – now you get to show it off to the world and start receiving visitors.
However, it can also be a stressful time. How do you know that you haven’t forgotten something important?
With over twenty years in the jewellery business, Clare Blatherwick is one of the most experienced jewellery professionals in Scotland. Before launching her business in 2017, Clare spent 10 years as Head of Jewellery in Scotland for Bonhams, one of the world’s largest auctioneers.
Video production has often been perceived as an expensive marketing communication. However, video content can be created in your living room (and may well be until we get back into office life!). Think about YouTube and podcasting – these are easily created and uploaded.
Every great project or campaign should start with a great design brief. But this is not always the case. Over the years, we’ve seen some brilliant briefs and some not-so-brilliant briefs. Every project aims for success and by putting the right brief and processes in place at the start, it should...
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A year is a long time in politics apparently. But it’s also a long time in terms of websites.
If your website is anything over one year old, then it definitely needs refreshed. If it’s over 2-3 years old, it may well need revamped entirely.
Who remembers Google's logo before 2015? Really? Animation was starting to creep into marketing and in 2015 Google introduced its new animated logo marking the beginning of a shift change in online branding. Since then, there has been a steady increase in the use of animation.
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18! That means we’re grown-ups now right? We like to think of it more that we started out as a fledgling business and we have matured and evolved over the last 18 years. It’s been a great journey so far – in fact, we still have our first client that came on board 18 years ago.
Well this has been an interesting / challenging / what just happened (delete as appropriate!) few months…
But we are seeing a glimmer of light of what we think is the new normal.
Hands up who’s heard of Albert Mehrabian? To be honest, neither had we until we started looking into various types of communication.
Content is king we are always told. Luther Vandross would tell you there’s ‘Never too much’… although maybe he wasn’t actually talking about content.
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Don’t panic, we’re not channelling ABBA. Well, not today anyway.
We were recently approached by a new client, looking to change their company name. Ooh that’s a bit risky we hear you gasp. Well yes. And no.
Blue. It features a lot in all walks of life – eyes, sky, sea, shoes, feelings to name a few. It’s uplifting in a calming way. Your choice of colour is connected to how that colour makes you feel and can impact many of your purchasing decisions, without you even really realising.
Bruce Stevenson has been one of our longest standing clients and we have evolved the look and feel of the business over the last 8 years.
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You’ll know by now that Team PC love a stat – and the bigger the numbers the better. So here goes…
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All we’re hearing today is about blue Monday and how it’s the most depressing day of the year. Pah!
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We were approached by this family run paint and wood finishes company based in Glasgow. The business started out 1877 as a producer of the highest quality of wood finishes. It has since evolved and is also now a commercial paint supplier.
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We’ve talked about the value of investing in a slick, user friendly website. But looks aren’t everything. Scratch the surface and you may find that underneath, your site isn’t as good as it looks. What you wanted to create was a site that engaged visitors but how do they find you in the first place?
Ooh we love typography! It lifts a brand and gives it a simple but modern look and feel. Using a simple typography in design then lends itself to being decorated with a host of creative elements. Known as artistic typography, this trend is expected to flourish in 2020.
Have pen, will travel. Think about it, how many times have you been given a pen by a supplier or client? Or how many times have you inadvertently picked up a pen and popped it in your pocket after using it? Not in a kleptomaniac sort of a way – but more as it’s an automatic reaction.
“Knowledge is of no value unless you put it into practice”
Anton Chekhov must have known a thing or two about knowledge graph panels. Or maybe the 19th century was a bit early…
We find that many of our clients aren’t...
Not Duran Duran. But content, a necessary but difficult part of website creation and management. Your website needs it, but how do you get it, who writes it, and how much do you really need?
You may have noticed in our last insights article that we shared our love of print. We’ve spent years understanding the process of print and learning more about finishes and stocks. But, for the uninitiated, it can be daunting to try and work out what print will work best for your project.
You’d be forgiven for thinking that print is a dying industry.
We can all hark back to the days when direct mail became the scourge of marketing. Customers were overwhelmed by the amount of ‘junk mail’ they received through their letterboxes or in...
It’s been over 40 years since the first email was sent. No one could have predicted the effect this would have on the way we work. Email marketing exploded in the mid-nineties and it remains one of the most effective ways to engage with, and generate revenue from your customers...
Easter egg hunts are always fun. Being on the hunt for, or managing, several agencies to work together is definitely not fun.
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The explosion of websites in the mid-noughties was unlike any other marketing initiative we had seen. At the end of 2018 there were a reported 1.8 billion websites in the world. Of these, less than 200million are active.
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Founded in Edinburgh in 2003 by Nigel Kennedy, Appetite Events has grown in size and reputation, developing into a business with a wealth of experience and a depth of knowledge essential to running a successful events company.
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We were approached by The University of Edinburgh to design and produce a series of wall graphics to display within the newly refurbished Estates & Buildings department and the end results were very impressive.
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Design isn’t just about your logo or how you decorate your office, it’s a way of thinking and allowing your business to thrive, creating new products and developing relationships with new customers.
Too many of us follow the crowd. We stick to the rules. We conform.
Yet, we know that creativity makes the difference between a mediocre business and a great one. The difference between success and failure.