The Google Dictionary widget defines a realist as a person who accepts a situation as it is and is prepared to deal with it accordingly. 2020 was all a bit too real for even the most extreme realists, but it offers a lot of key learnings that we can take forward into 2021.

In this whitepaper, we take a deep-dive into what 2020 meant for performance. SEO, Biddable Media, Data and Content all went through what is probably the biggest anomaly of recent times in the form of a pandemic. Forecasts and general seasonality trends were different to what we would've seen in a normal year, and the effect of COVID-19 on our clients meant that in some instances focuses needed to change overnight. Adaptation was key through this unique period, which taught us digital marketers some valuable lessons.

From these learnings, we are expecting another abnormal year around the corner. Expecting the unexpected in the upcoming year is impractical and also a little dangerous. The face of retail has changed forever, and with it means changes to how and what people search for, how and where they shop, and how and why they make the decisions they do. 

How is the world, industry, audience, and behaviour changing, and how do you change with it? 

Download your free copy of The Realists Guide to Performance Trends in 2021 to learn more.