Anindita Gupta, Co-Founder, Scenic Communications

With 14 years of professional experience in Public Relations & Marketing, Anindita comes with a deep understanding of the dynamic media and communication landscape in India. Through her successful stint with reputed PR agencies like Genesis Burson & Marsteller, Percept Profile and Mileage Communications and many more, she has worked closely with clients across verticals, such as travel, hospitality, F&B, fashion & lifestyle, entertainment, IT and corporate.


The eventful 2020 is finally coming to a close and we all are looking forward to welcoming 2021. This year has been unlike any other where the entire human race has endured great hardships and has come out stronger and more resilient. As we enter 2021, the media fraternity finds itself at a notable turning point-politically, economically, technologically and socially, with a steep rise on the reliance on digital media. In the coming year, there is going to be an increased shift in how media functions and is consumed. Analysing Media Performance is also going to be a major factor where the efficiency of the media is going to be measured and analysed.

Brands are going to further scrutinise their marketing spends so it is important that communication service providers follow the trends and stay up to date to provide the best value addition to their clients.

Brands and marketers need to keep in mind the following trends while drafting communication strategy for 2021:

  1. Creative context will remain the prime focus: In a quest for the discrepancy in increasingly cluttered media environments, advertisers and agencies will accelerate their adoption of the latest media channels and formats. Content creators will need to focus their efforts on the platforms that provide the best value for them, rather than trying to tailor content to every platform. Videos are going to be the next big thing and there is going to be an increased engagement and reach in Digital Video sharing platforms like YouTube. Brands will seek to enliven their online video campaigns by integrating relevant influencers and the interactivity and engagement of hashtag challenges.
  2. Imbued Analytics: As media and marketing experts adapt cost-effective strategies so as to deliver impactful results, it is predicted to have a significant rise in the use of analytics among the media industry. Ensuring your brand gets a top-of-mind recall in the short-term while consolidating core brand equity, will become a key to a balanced strategy. Sponsorship, events and CSR activities that generate earned media to reach consumers will play a major role. Better creative will breakthrough, engage and persuade consumers and drive greater ROI. Analytics that help in optimizing the quality of the content going live will thus be of utmost importance.
  3. Data customization: The role of big data in consumer behaviour and the corresponding response to brand engagement, will play a major role in helping Media professionals to customise messaging and drive impactful engagement. In today’s time clients, want to understand their investments in all kinds of statistical format. It is to improve data access and analytics to enhance functioning.
  4. Understanding consumer behaviour: Though viewing trends of the audiences have slowly started returning to Pre-Covid levels, there remains an overlap between different content platforms, with the digital platforms making the most of the market share. To ensure optimum utilisation of media planning and buying, content providers and platforms need to work together in response to the changing consumer behaviour.

Modern consumers, who are not only more receptive to engagement but also more aware and conscious of their choices, now seek a humane approach from brands. Apart from social, ethical and environmentally responsible brand perception, connecting with the emotional harmony of the consumer has become vital than ever, to drive strong marketing campaigns. One needs to remember that relatable and tailored content is often the most effective in grabbing attention and making an impact. In order to avoid being overlooked by the public, brands and marketers need to make a personal connection with your audience. Connecting emotionally with your audiences will have them hooked. Hence these are some of the key trends which will help shape 2021 for the PR industry.

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