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The Marketing Dive Outlook on 2021

Retrieved from Jimmy Dean on February 02, 2021

Note from the editor

The throes of a pandemic, a rocky transition of presidential power and any number of other exterior factors have shown that the new year hasn't brought more stability to a marketing sector still reeling from the trials of 2020. Yet, there are several issues whose signifcance to marketers is clear and unlikely to waver even in the face of such monumental disruption. Mastering these areas will be essential as the industry forges ahead into uncharted territory in 2021.

Third-party cookies and Apple's IDFA are set to see their importance diminished, setting off a race for new identity solutions. The health crisis has buoyed a crop of digital brands that will grow more aggressive in their marketing as they look to reach a wider audience and sustain a COVID-driven windfall. Guiding many of these decisions are CMOs. The role, embattled for many years, has the rare opportunity to shore up its place in leadership as areas like data-driven marketing and purpose climb to the top of the corporate agenda during a period of crisis.

Marketing Dive below looks ahead to the first half of 2021, with insight into topics including:

  • Google's plans to replace cookies, the ubiquitous digital marketing tactic the tech giant is killing off
  • What marketers need to know about other contenders vying for the cookie throne, including second-party data
  • How thought leaders like P&G brand chief Marc Pritchard are prepping for perpetual disruption

What else is to come in 2021 is hard to tell. Vaccine developments hold promise, while the rollout remains sluggish, suggesting reopening might not be in the cards until the second half of the year. In the meantime, we hope these stories help guide your approach for the bumpy months ahead.

Peter Adams Reporter

8 marketing trends to watch for in 2021 as aftereffects of a volatile year linger

Brands continue to feel pressure to fill gaps during a patchwork pandemic recovery, while CMOs must juggle intensified mandates around areas like data and commerce.

P&G's Pritchard shares playbook for managing ongoing disruption

Speaking at CES, the executive detailed how P&G is asserting greater control over its business, including a media planning strategy that is now handled 80% in-house.

Super Bowl's status as marketing bellwether diminishes as brands play it safe

A shakeup to decades-long advertising traditions around the big game creates opportunities for newcomers — particularly brands boosted by the pandemic.

What to know about second-party data as marketers tilt toward collaboration

Forecasts from Winterberry Group outlined use cases in areas like insights and measurement, while cautioning around how second-party data can be misapplied.

How Google's third-party cookie alternative will affect marketers

The tech giant says its FLoC technology is at least 95% as effective as cookie-based advertising — but ad-tech players still have concerns.

The Marketing Dive Outlook on 2021

There is perhaps no facet of marketing that went untouched by a tumultuous 2020. Read on for the trends and topics that could shape the industry in the new year.

included in this trendline
  • Google's plans to replace cookies, the ubiquitous digital marketing tactic the tech giant is killing off
  • What marketers need to know about other contenders vying for the cookie throne, including second-party data
  • How thought leaders like P&G brand chief Marc Pritchard are prepping for perpetual disruption
Note: Trendlines are a premium product, available to subscribers of our free newsletters. Access this Trendline by signing up for the Marketing Dive newsletter or enter your information if you're already subscribed.
Produced by our team of award-winning journalists, these Outlooks can help businesses navigate the uncertain road ahead in 2021.
Davide Savenije Editor-in-Chief at Industry Dive.