3 Crucial Shifts for Marketing in 2021

Last week I had the pleasure of joining a virtual panel at @CommerceNext's #CNMSS alongside @Eric Gohs, @Leslie Burthey, and @Gary Burtka (with amazing moderator @Miki Berardelli). We dug into ad strategy shifts expected for 2021 (no surprise here - go digital for Gen Z) and the growth channels we’re pumped about. If you missed it, these are the high points:

1. The influence of next-gen consumers cannot be underestimated. This growing group is at the forefront of culture and wants a next-gen experience from brands that meets their needs: authenticity, agency, and access. Simply put, brands are no longer gatekeepers of cool. Even more important, Gen Z consumers have a halo effect on older generations, and we’ve seen first-hand at StockX. While most of our customers (~70%) are under the age of 35, our users over 45 jumped 30% in the first half of 2020. What does this mean to us? Gen Z is driving trend and the generational divide is narrowing quickly. 

2. Brand truth, customer truth, and the intersection of the two have never been more critical. If marketers and brands focus on one thing in 2021, let customer centricity be it. Whether surfacing the voice of the customer, managing a thoughtful end to end experience, or executing targeted acquisition and retention strategies, it’s never been more important to clarify your brand territory to effectively win the discerning next-gen customer. 

3. Remain flexible, and keep an open mind about testing new mediums. In 2019 and early 2020, our experiential marketing and brand activation functions were a critical way for us to connect with our StockX community IRL. Then a global pandemic hit, and IRL went offline. We pivoted fast to create these types of experiences online, and discovered new and effective ways to make meaningful connections through cultural marketing. We've also leaned into performance marketing innovations in 2020, piloting programs that allow for cross-platform synchronization across a user's journey from top of funnel through conversion. "Test and learn" is part of our DNA, so I expect many more new, well, tests and learnings in 2021.

I love the collective wisdom of this community and am curious to hear, what strategy shifts have you already made, or are planning to make, for your brand(s) in 2021?