The best marketing strategies of 2021

Marketing is an ever-evolving field, and no company can afford to not be on the cutting edge. 2021 has thus far seen an ever-increasing number of businesses selling their products directly on Facebook and Instagram via the platforms' new shop feature. In addition, the importance of being a brand that cares has been highlighted. A third observation relates to the importance of customer retention. 3Cube Property Solutions brings you everything businesses need to know about these trends and developments.

Bringing online shopping to the world of social

Both Facebook and Instagram have launched shops that allow users to buy products without leaving the social platform. The origins of social commerce date back to the beginning of Facebook, when people would use their newsfeed to try and sell their second-hand goods. It then evolved with the development of Facebook Marketplace, and now allows brands to shorten their customers' journeys from browser to buyer. The vision behind Facebook and Instagram's online stores is to help small businesses adapt, which has never been more relevant than in the era of COVID-19. Facebook provides a useful step-by-step guide, putting you just a few clicks away from opening your social store. There is also an easy-to-follow list of instructions for opening an Instagram store.

Being a brand that cares

It has never been more important to take corporate social investment and community involvement seriously. Consumers are choosing businesses that go out of their way to provide support to vulnerable communities and worthwhile causes. The importance of corporate social investment has been widely discussed, and according to Noxolo Hlongwane, head of philanthropy at Nedbank Private Wealth, the COVID-19 pandemic has raised awareness of Africa's potential to provide the type of interventions that transform lives.

The recent Cape Town fires put certain brands, such as Uber, Burger King and Pick n Pay Bottles in the spotlight for their outstanding, community-centred response. In the aftermath of the blaze which devastated parts of Table Mountain National Park, the University of Cape Town (UCT) and surrounding neighbourhoods, Uber partnered with Gift of the Givers and activated the Uber Community portal to get donations made by members of the public to a central point in Pinelands. Uber also offered free rides to students who needed safe transport to leave campus and head for safety. 

Burger King stepped up by offering a free meal to all UCT res students, as well as firefighters, while the Pick n Pay Bottles app provided an easy way for locals to donate goods to firefighters on the front line. Not only do such actions create goodwill among members of a company's target market, but they also lead to positive media coverage and potentially thousands of social media shares.

Focusing on retaining old customers rather than getting new ones

In the age of uncertainty in which we live, customer retention is key, particularly for companies in niche markets. By definition, customer retention involves turning a first-time customer into a repeat customer. 2021's best customer retention strategies include user onboarding strategies (such as interactive product tours and in-app messages) and offering fast, effective checkout processes. Following up with customers after they make a purchase is another outstanding customer retention strategy, as is providing opportunities for constructive feedback. 

Worldwide, customer retention masters include Walmart, which has upgraded its online payment system and provide various ways for online customers to interact with the brand. Another great example is Apple, which many would argue has not a customer base, but rather a fan base. The secrets to Apple's customer loyalty success include phenomenal attention to detail, unbeatable customer service in stores and a product development team that never stops innovating.

Shopping platforms on social media. Being a brand that cares for its audience. Customer retention. These are some of the most significant trends that businesses need to stay on top of to get ahead in 2021. Another primary requirement for getting ahead is having the right premises. 3Cube Property Solutions rents and sells commercial and industrial properties in every corner of Gauteng. Contact us today and let us find the right premises for your company.