The advertising world is always changing, sometimes for better, often worse.

With emerging technologies, new marketing channels, and increasing competition in the space, it can be difficult to stay on top of all the latest trends. As a marketer or business owner looking to improve your advertising strategy for 2021, here are three trends you should be paying attention to:

1. Empathy

"Advertising is the only profession where you can inflict pain on people without having to be in their presence." David Ogilvy

I always knew I wanted to be a creative, working in the world of advertising and marketing, but it wasn't until the pandemic that I realised how important empathy is. In order to win new customers through advertising, you need to empathise with their needs and worries so that you can deliver services and products that show you care.

The virus has taken many lives and left a trail of destruction in its wake. In the face of such a crisis, businesses have to be aware that consumers need reassurance that they are cared for and valued even if their health is compromised. Empathy-based advertising campaigns can help provide this reassurance for customers who may feel scared or isolated from society.

2. No more pitch requests

In my experience as an advertising professional, I have seen that the most effective advertising agencies are not those with an extensive portfolio of clients. No, the best companies aren't flashy at all and they don't rely on commissioned work. Instead, they spend their time focusing on one client's company to ensure maximum ROI.

The reason for this is that there are many times when companies will send out pitches without any knowledge of what their potential customers want or need. They just take a shot in the dark and hope that something sticks. This results in wasted hours spent trying to divine what you want instead of actually working towards your goals. The pitch doesn’t work simply because it’s presented and measured in a boardroom and not on the salesroom floor.

Get to know the people who work for the potential agencies you’re interested in working with. After all, people do business with people. Get to know the agency heads first and then worry about their work.

3. Advertising is a privilege.

Many marketers don't realize that advertising is a privilege and not a right. Marketers have the responsibility to earn consumers’ trust. Consumers are bombarded with ads on TV, on mobiles, in stores, and online so they need to know that you're being transparent about your product or service. Advertising has changed over the years, but one thing remains constant - consumers have their guard up.