Every marketer and their mother wants to know: What will the industry look like in 2021? As the pandemic drags on, some bets are safe: Digital channels will be crowded. Most marketing events will continue to be held virtually. But other marketing trends aren't so obvious. So what do marketing experts see coming? Hereâs what Iâm hearing from my network: 1. Personalization Will Put Buyers in Control Until recently, marketing personalization has been a bit gimmicky. In 2021, companies will use personalization not just to craft better email subject lines, but to make the buyerâs journey more individualized. "This change in dynamic requires a highly personalized customer experience that aligns to how buyers now want to do business," explained observeIQ CMO Carol Volk.