The year 2020 had a lot of marketers scrambling to keep up. It was a year like no other, really, with current events dramatically shaping digital marketing trends. Unless you’ve been living under a rock, this laundry list should sound familiar: socio-political turmoil, including mass protests, violent street clashes, and an upcoming election; a cooling U.S. economy; destructive wildfires and unpredictable weather phenomena; and of course, our old, pugnacious nemesis, COVID-19.
The reason these developments so directly affect marketers is all the, ahem, unprecedented uncertainty they create. Who knows, for example, what social media advertising costs will look like a week, month, or year from now? What new updates will Google unleash at us? And who can predict how long the eCommerce “boom” will last, especially when we don’t know when the world will get the green light to return to normal?
What is normal, really, and where the hell