Digital transformation was unexpectedly accelerated in the year 2020, with consumer expectations having gone digital and businesses around the world offering more and more digital solutions. We saw a shift in customer engagement experiences that changed from a push model to a pull model. There is great anticipation that this can only increase digital transformation and solidify businesses where customers are able to pull services on demand, as opposed to having businesses push their services onto customers. Consumer behaviour post pandemic will have changed permanently and therefore brands need to keep abreast of the trends that are taking over.

These are the 3 digital trends we think will play a role in influencing engagement:

  • Influencer Marketing

The influencer marketing platform has seen exponential growth during 2020 as brands looked for ways to foster deeper relationships with potential customers – So what better way to do it than use someone who has a huge following and is a direct target market for the brand? Brands now have a pool of influencers to discover from and collaborate through campaigns. Instagram is currently the largest influencer marketing platform, followed by other digital platforms such as YouTube, Tik Tok, Twitter and LinkedIn – All these platforms play a very important role of extending a brand’s reach and engaged audience.

Having an influencer advocate for your brand on a personal level and giving their honest opinion resonates more with the brand audience compared to normal brand advertising.

  • Omni-channel Marketing

More and more consumers are now making online purchases which solidifies the importance of investing in digital channels. As a brand, start looking at how you can optimize your reach through these multi-channels: website, email, social media, advertising, Public Relations, etc. This marketing approach is made up of the use of technology to accurately target the right audience with personalized messaging. Mechanisms that your customers have to respond to include sign-in (may be powered by email, phone number, loyalty program number, or app).

According to the Marketing Automation Statistics Report by Omnisend, brands experience a 28% higher purchase rate when using three or more channels, while customer retention rates are 90% higher for omni-channel. The report also states that brands have a 48% higher conversion rate when involving SMS (text messaging), and, purchase frequency is 250% higher on omni-channel.

While taking the omni-channel rout with your brand marketing may be expensive and time consuming, it provides greater tracking, flexibility and long term cost efficacy.

  • Data tools

Data analytics will continue to be a powerful driver for the marketing movement in the now and in the future. Using big data will help brands effectively outline their target audience and reliably reach them. Data tools are there to help you develop a stronger competitive advantage, as well as forecasting trends with predictive analytics in anticipation of future market demands. You are guaranteed to have a successful marketing strategy with the use of big data.

A marketing strategy influenced by data will easily help you to identify needs, behaviours, and consumer characteristics, which will reduce the amount of time you had to spend on rigorously marketing your products. This is a good way for you to ensure the best customer experience and increase your brand adaptability to change. “Data storytelling forms a compelling narrative by putting data in context to show the challenges, insights and solutions of a specific business problem” – Ashley Kramer, Sisense Chief Product and Marketing Officer.

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