With the pandemic radically changing how brands speak to people, how do we approach marketing in 2021? At TL Insider’s Marketing 101 workshop, these five marketing leaders discussed 2020 learnings and 2021 trends:

• Sean Stanleigh, head of Globe Content Studio at the The Globe and Mail
• Alex Panousis, CEO of Carat Canada and Chair of Dentsu Media
• Maxine Vievel, Global PR & Social Media Manager at The ALDO Group
• Lisa Soares, Senior Manager, Campaigns and Demand Generation, Salesforce
• Nadine Araksi Silverthorne, Managing Director of Marketing for SJC Media

From evergreen best practices to innovative new channel strategies, here’s a recap of the trends, tips and best-in-class examples they shared.

Data is key, but don’t forget the qualitative

We need data, which can come anywhere from social listening to website metrics to Google Trends. Our world is changing on the fly, leading to daily shifts in the topics that interest consumers. As Sean explained, data moves way faster than we as humans can move on our own just through observation.

But all data is not created equal (case in point, Facebook) and sometimes what the data shows differs from what our customers are saying. (Nadine gave the example of Today’s Parent’s coverage of Kim Kardashian’s pregnancy; while the data showed it was a popular story, the comments on social suggested some disgruntled readers.)

“Data is a guide, not the destination,” says Sean Stanleigh, head of Globe Content Studio at the The Globe and Mail.

Stay authentic

No matter what, brands need to be consistent with their core brand.

“Have a solid grasp on who you are, what you stand for and weave your brand principles through everything,” says Maxine Vievel, Global PR & Social Media Manager at The ALDO Group.

Look for the stories and angles that connect on a human level

Nadine referred to the shift in 2020 for magazines to step up as gatekeepers of culture and information reflecting all Canadians. FASHION‘s #FASHIONforall and Chatelaine’s Tracy Moore cover serve as two examples.

“Most people think of magazines and newspapers solely as print products, but what they really are is a compendium of ideas and information – how Canadians think, eat, shop, vote – things that matter,” says Nadine Araksi Silverthorne, Managing Director of Marketing for SJC Media.

In working with media brands like The Globe and Mail and SJC Media, advertisers can connect with this kind of storytelling in two ways: placing an ad next to the editorial content or working with the brand on custom content.

No matter who’s creating the story, ones that connect on a human level, like Kroger’s “Unapologetically Human,” are those resonating most with audiences.

Use content to guide your customer journey

Consider how you will educate your customer as they travel through the funnel; how will they learn from you, how will they understand the urgency of the problem you’re trying to solve and how can your brand help?

“Providing a consistent message across funnels and steps builds trust,” says Lisa Soares, Senior Manager, Campaigns and Demand Generation, Salesforce . “You teach, come across as an expert and will be considered in the buying stage.”

Consumers are craving online connection

ALDO’s 2020 video campaign is a (very successful) example of a brand responding to this need. Understanding that its Gen Z target audience was online and craving ways to connect in our physically distanced world, ALDO launched “Step into Love.” The video featuring Tik Tok influencers used music, style and dance as an expression of style and linked to a campaign on Tik Tok (which ALDO just joined in April 2020) to invite dance submissions for a chance to win a $5,000 prize.

“Experiences, community and connectivity are a massive thing,” says Alex Panousis, CEO of Carat Canada and Chair of Dentsu Media. “Millennials in particular are finding new ways for it.”

One such example Alex cites is The Lovebox;  a connected, messaging device that pairs with an app to go beyond regular communication and deliver special expressions of affection.

“The path is broken”

Alex pointed out how the pandemic is disrupting the usual life path of going to school, getting married and having children. During these times, people have been thinking of buying a plant or a dog (not necessarily having children). This affects how we target consumers. “Home” is no longer the back-story; it’s where we live, work and spend the majority of our time. Voice search will be big in 2020, from utility purposes (“What’s the weather?”) to serving as more of an entertainment and connection channel for brands.

And finally, the trend we’ll finish off with:

There’s light at the end of the tunnel

Brands and media are showing their optimism for better days ahead.  Pantone’s colours of the year reflect this mindset.

Many brands may have leaned towards playing it safe in 2020. However, this year we’re likely to see more, what Alex coined as “mad scientist,” in how brands show up in 2021, experimenting with new ideas as we embrace the unknown.