Samuel Scott

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2020’s surprising top three marketing trends

by | Dec 15, 2020 | Marketing Essays

My new column is live in The Drum:

2020’s surprising top three marketing trends

There were many predictions about how the coronavirus pandemic would affect the marketing industry. Well, in his traditional year-end review column, The Drum columnist and keynote speaker Samuel Scott looks at three of the biggest media trends of 2020. And what they were just might surprise you.

If there is one thing that 2020 should teach the marketing industry, it is that no one knows what will happen in 2021 or any other given year.

Last week, Scott Galloway wrote that “the pandemic’s most enduring feature will be as an accelerant of existing trends”. He and others have long routinely recited the now-cliched Vladimir Lenin quote that “there are decades where nothing happens, and there are weeks where decades happen”.

The basic idea – according to them – is that the coronavirus and resulting lockdowns have changed the world forever based on pre-existing trends. Especially in the marketing and media industries. But when you look at how this year has actually unfolded, the opposite has often occurred.

Read then rest.

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