One concern that was uppermost in many of our commentators’ minds is how advertisers will work to prevent a reoccurrence of 2020. While it’s unlikely that we’ll see the exact scenario that took place at the beginning of 2020 unfolding again in the near future, there are many other unexpected events that could still occur, and advertisers now know precisely how dangerous being unprepared can be.

“A phrase that would sum up 2020 would be “a year like no other” and for good reason,” says Sanjay Nazerali, Global MD and Chief Strategist at Dentsu X. “Due to the pandemic, the advertising industry took massive budget hits. For the past decade the industry has been focused on driving efficiency, but with this unprecedented year, I suspect we’ll see large investment in building resilience. In 2021 the industry will need to develop capacity, invest in contingency capabilities, and prepare for a more imaginative set of future scenarios to ensure business continuity and success in the face of adversity.”

He points to the ongoing shift towards prioritising data privacy and clamping down on unethical data practices by businesses as an example of a development that, while not unforeseen, advertisers still need to make sure they are prepared for. “As we move into 2021, we will see increasing internal data privacy frameworks and training in ethical decision-making to prepare for when businesses are handling sensitive information,” he predicts. “Only through the development of resilience to, not just the unexpected, but the expected changes can brands, businesses and society at large succeed in the future.”

Harmony Murphy, GM Advertising at Ebay UK, agrees that marketers need to be prepared for uncertainty. “While planning has always been crucial for brands, the ability to pivot is becoming increasingly important. If there’s one thing we’ve learnt this year it’s to expect the unexpected and, with brands facing lots more uncertainty in the year ahead, they should be prepared to adapt their strategies as necessary.

“While the bravest marketers might be well prepared to pivot, they’ll need to be ready to make mistakes too. After all, new strategies might not always produce the best results first time, so resilience, perseverance and a ‘test and learn’ mentality will be key. Next year, it’s going to be the most agile and in-touch brands that will remain a step ahead. These brands will be the ones that tap into the freshest data to understand ongoing changes in consumer behaviour, readily reassess and pivot their strategies and continually engage consumers with relevant, empathetic messages, whichever way the wind shifts.

“And while the market conditions might be tough, there’s no doubt we’ll see many marketers thriving and adapting amid the adversity.”

Paul Frampton, President International at ControlVExposed, echoes Murphy’s predictions about agility being pivotal, adding that it will be necessary in order for brands to adapt to the shifting landscape of digital advertising and capitalise on those channels that are seeing a resurgence. “While media investment overall is still down, there is a clear narrative of resilience and resurgence in digital advertising,” he says. “The brands that are reaping the benefits of this are the ones agile enough to transform in line with changing public preferences.

“In the course of weeks, we saw shifts in consumer habits that would typically evolve over years, and a swift overhaul of marketing strategies was essential – but easier said than done for many retailers. In 2021 we expect to see brands bounce back by shifting ad budgets to different channels. In particular, more investment will go towards addressability and the digital streams of traditional channels such as connected TV and DOOH, which will almost certainly enjoy a revival by Q2 2021.”