It’s here! The Frontier Media Predictions for 2021. Our forecast for 2021 centres on the need to earn attention, rather than command it. 2020 has empowered consumers even further to control what and how they engage with brands. To keep up, brands have had to execute almost five years’ worth of digital transformation in a few short months. The power firmly sits with consumers, which means brands must work even harder to earn a place in their world. This should be achieved through contextual relevance and helpfulness in specific moments in time – beyond what is important for a brand to communicate.
Many of the changes that occurred in 2020 will have lasting effects. Our hope is that this document provides a small insight into what these changes are and how brands need to behave because of them.