1. Traditional advertising is in Decline
During the pandemic store fronts, billboard advertisements, and newspaper advertisements have diminished in value. People are not visiting shops and restaurants as frequently, and travelling has been greatly reduced. This will likely continue to be the case through most of 2021 and beyond.
2. Screen time is on the rise
People are spending more time than ever online between Google, Social Media, News Channels & Apps. Screentime is on the rise across Ireland, so it’s cheaper than ever to market your services.
3. Less resistance to purchasing online
People are becoming more used to making purchasing decisions online. Whether it be a hair appointment, a movie ticket, a gym slot or a doctor’s appointment. People are used to booking and paying online.
4. Value is more important than ever
During the pandemic, many businesses have been forced to close, and revenues for many companies have been drastically reduced. As a result, people are more aware of when and how they spend their money, so providing a good service at a great price is the key to success.
5. Consumer trust is essential
Consumers in Ireland are protected by Irish and European consumer protection laws, but when making decisions online, this is not enough. Customers have been conditioned to expect certain guarantees from business. Wherever possible, companies should offer risk-free services to consumers, to make them feel comfortable so they take the plunge and choose your product or service. Examples include:
- Free Shipping
- 30-Day Money-back Guarantee
- Social Proof (reviews/testimonials)
- Authentic video content from the business
These are the main trends we’ve seen trough our experience in 2020.
Of course, they’re not the only trends happening, but for Irish SMEs they provide concrete and actionable information to inform their strategy in 2021 and beyond.