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Marketing Plan in 2021

Marketing in 2021

By Blog

What will your marketing plan look like in 2021? There are some trends that should be considered when making your plan or working with an agency like Baseline Creative to make your plan.

Social media, technology, and web presence, and cause marketing will be important elements include in your marketing plan in the new year.

Social Media  

Social Media will continue to be an important part of your marketing plans. While it may not make sense for your business to be on every social media platform, businesses need to be on social.

Most of your customers simply expect to find you there. In this way, social media serves as a local listing of sorts—which boosts your SEO and makes it easier for people to find you.

For those in retail, food, the hospitality industry, or even health care, social media is a natural fit, and platforms such as Instagram, Twitter, and even TikTok are likely to put your business in front of your customers. For those whose products and services are more business to business (B2B) chances are that a presence on Facebook and LinkedIn is enough. Your marketing goals and target audiences will help determine where you should be on social.

Social media, when done right, can help improve your customer service experience. Responding quickly to customer inquiries, or customer feedback can help you build credibility for your business and can help you recognize the things you do well in addition to opportunities to grow and change.

Influencers will also continue to be an important element of marketing in 2021. While it may look different for every business, an influencer can get your product or services in front of a targeted audience and provide credibility to your business.


Technology and the ability for your customers to shop, meet, or conduct business online is going to remain vital in 2021. According to, online purchasing increased by 44% in the second quarter of 2020 and was at 37.1% in the third quarter. Many experts agree that even as businesses open back up to the public, e-commerce will still be important.

Ecommerce has been the difference between success and failure during Covid. For example, this year, restaurants that never offered online ordering, quickly had to add that to their websites to remain viable as dining rooms were closed during the pandemic. This kind of quick adaptability was critical to success for many.  Online shops for retailers, including small businesses, is also a trend that is continuing. Businesses will need to continue to provide virtual, delivery, and online ordering capabilities to remain adaptable in 2021.

In the same vein, search engine optimization (SEO) will be even more important in your marketing plan. As more retailers and businesses compete for our attention, SEO will be key to make sure your website is offered up to the right audience, more often.

Cause Marketing and Social Issues

According to, “71% of Americans believe that companies have more responsibility than ever before to address social justice issues and 56% say companies that do not talk about social justice issues in their marketing or communications are out of touch.” This is especially true for Gen Z who are increasing their purchasing power every year, and who expect the brands they support to take a stand on social issues.

Several examples of cause marketing include Nike’s “Dream Crazier” campaign aimed at celebrating women in sports. Ben & Jerry’s ice cream brand has been supporting the Black Lives Matter movement since 2016 and has incorporated their support into messaging on their website, in blogs, and even in products. For Ben & Jerry’s cause marketing isn’t a gimmick, it’s a part of their brand’s culture.

Cause marketing is more than supporting a favorite nonprofit throughout the year. Cause marketing should incorporate your brand and involve marketing, advertising, and public relations as well as internal communications. In short, cause marketing should go beyond just one event or campaign.

Bring on 2021!

Most of us are looking forward to a new year and leaving the trauma and chaos of 2020 behind us. However, we must not forget the lessons we learned in this challenging year and should strive to grow in 2021.

If you need to develop or add to your marketing plan in 2021, Baseline Creative would be happy to help. Contact us for a conversation about how we can help you reach your goals in the new year.

inaccuracy in social media

The Importance of Accuracy Online

By Blog

Misinformation, and disinformation, on the internet, specifically with social media, has been a growing topic of concern since the last national election. Since that time, some social media platforms have been working to identify or remove posts and memes that are inaccurate.

Brands Fight Against Inaccuracy

Sometimes misinformation can take a toll on brands who take a public stand on issues or get caught in the middle of a hoax. Think to brands such as Pepsi who frequently has to debunk the online rumor that they removed the words, “Under God” from a can design featuring the Statue of Liberty and the Pledge of Allegiance.

Recently, Ben & Jerry’s ice cream brand has come under fire for their support of the Black Lives Matter movement and are being targeted with false memes about their support, including a photoshopped image of the founders holding a “We hate cops” sign. In cases such as this, brands have to address the controversary because the spread of misinformation and disinformation can be detrimental to brand trust.

A study by HubSpot revealed that 78% of consumers say that disinformation does damage brand reputation. Along with the loss of trust, brands will lose profits. Survey respondents indicated they would shop or do business with another brand (23 percent), nine percent would pull money from the company’s stock, another 17 percent would stop doing business with them or actively boycott the brand. Only none percent would assume the damaging event is fake and 18 percent would defend the brand they trust.

Social Platforms and Misinformation

Facebook has been a particularly ripe vessel for “fake news”. In fact, according to a study by Human Nature Behaviour, Facebook spreads the most fake news than any other platform. Researchers noted that people spend an average of 64 seconds reading fake news while only 42 seconds on legitimate news stories. More than 1.73 billion people use Facebook each day, according to their first-quarter report in 2020, making it the most used social platform in the world.

In recent years, Facebook has taken steps to reduce the ability of targeted ads to be used for political campaigns. While Facebook won’t remove inaccurate posts, it will create a warning if a post contains false information. Most recently this step was used to help curb the spread of inaccurate information about coronavirus. Facebook is still cashing in on political ads and has been resistant to fact-check or remove inaccurate ads placed by politicians. This week, however, Facebook announced that while it won’t remove content from politicians that violate platform rules, it will add a label explaining why it has left the content up. In addition, Facebook is widening the category for hateful content in ads. This is in response to a massive boycott of Facebook ads from major advertisers including Verizon and Unilever.

In the past year, Twitter has taken to placing a warning on tweets that contain inaccurate information and hiding tweets that glorify violence, hate, or harassment or violate their policy against abusive behavior. In some cases, these tweets are removed. Unlike Facebook, Twitter shocked the world by recently banning political ads.

Baseline Creative’s Commitment to Accuracy

Baseline Creative works with dozens of clients each year with social media management and search engine marketing. We create content, share content and create ads for Google as well as social media platforms—and we take this seriously. Accuracy in information is crucial. Our clients’ reputations, as well as our own, depend on the quality of information we source and produce.

We employ public relations professionals who abide by the Public Relations Society of America (PRSA) Code of Ethics which includes the value of honesty. This value states, “We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.” As PR professionals, we are as bound to this code as physicians are to the Hippocratic oath.

Disseminating or being a target of misinformation or disinformation are sure-fire ways to lose brand trust, customers, and profits. If you need help with a public relations ordeal or crisis communication plan, Baseline Creative can help get your brand back on track. Contact us for more information.