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Advertisers will no longer be able to target ads to specific individual users, but rather to cohorts consisting of thousands of users with similar interests. When advertisers want to target “users who visited nike.com” or “users actively researching cookware online,” it is a third-party cookie that relays the information to Google and enables advertisers to target users based on browsing activity. Legislation such as the EU’s General Data Protection Regulation (GDPR) restricts data collection and cookie tracking for European consumers and will likely be a model for other countries like the US to adapt on a large scale. Digital advertisers and brands will continue to adapt to the new guidelines and further develop privacy-forward tactics that leverage the power of first-party cookie data.

As you consider what 2021 may have in store for you and your brand, we at Mabbly believe that this year will give you some of that breathing room you’ve been looking for: from a “Back to Basics” approach in visual identity, to Gen Z re-inventing the feed, to large corporations going a little flatter in illustration, and watching homemade honey brands come alive… A consumer brand leaning on periodically stating their mission will no longer cut it: to build audience trust and brand loyalty, companies will have to find ways to connect their perspective with consumers at every single touchpoint. One thing we’ll see on the rise in social media is people creating highly impactful pieces of stand-alone content. People will be less focused on creating a “full feed” that is cohesive and blended (i.e. rows that are interconnected, one-color profiles, etc) and we’ll see a move into single pieces of content that are more robust and can stand on their own and be shared.

But integrated digital marketing campaigns take omnichannel marketing a step further by ensuring that every arm of the operation delivers a common message to your customers. Greater Reach: Unlike single-channel marketing campaigns, integrated methods help you reach more people and spread the message about your products and services to a broader group of potential customers. Cost-effectiveness: Integrated marketing campaigns allow you to quickly share and repurpose material from one channel and use it in another. Let’s say, for instance, that a customer sees advertising for your products on social media.

Data-driven design is a self-explanatory concept: businesses use the information they collect to concoct digital experiences that encourage their audiences to convert. According to Designing with Data: Improving the User Experience with A/B Testing by Rochelle King, Elizabeth Churchill, and Caitlin Tan, a company achieves data-driven status (as opposed to “information informed” status) when it uses quantitative data to inform all design decisions. Thus, a genuine data-driven design strategy kills all instinct and subjects all design decisions to scientific inquiry. If more people click your green CTRs than your red ones, then you can refute the hypothetical statement (and use green buttons instead).