Stargazer: a brave new world in 2021 for digital and mobile marketing

By Ariel Neidermeier, Contributing Writer

We are excited to announce the launch of our new Stargazer Series: a quarterly predictions report dedicated to the intersection of technology, innovation, and the stars! In each report, Astrologer Ariel Neidermeier will give a rundown of the top technology trends of the moment based on key astrological aspects. Ariel is a practicing astrologer and mobile marketer. She was first taught astrology by her grandmother and studied it formally at Kepler College. Alongside her astrological practice, she has spent 4 years working in mobile apps and currently manages influencer campaigns. You can learn more about her astrological practice on her website.

As organisms of the universe, the cycles and orbits of the planets have an energetic effect on humans. Astrology, which studies the movements of the planets and their interactions, is a wonderful tool for planning your actions to better align with the energy of the moment. In other words, astrology is a tool for optimizing our most precious resource: time.

In so many ways, 2020 marked the end of one era and the beginning of the next. From an astrological standpoint, this was very much the case. The year 2020 marked the last year of the Earth Age, in which a multitude of planets moved through the last degrees of the earth sign, Capricorn, and entered the air sign, Aquarius. This shift from Earth to Air took place officially on December 21, 2020, when Saturn and Jupiter made a “Great Conjunction” at 0 degrees Aquarius.

While the Great Conjunction of Saturn and Jupiter occurs every 20 years, the elements of the signs in which the conjunction of these two powerful planets occur track different stages of human development. For the last 178 years, the Saturn-Jupiter conjunction cycle occurred in Earth signs. With this came an Earth-based focus: building via Big Industry and tangible resources (fossil fuels, coal). For the next 139 years, Saturn and Jupiter will meet only in Air signs, marking the collective’s shift to an Air-based focus: questioning and innovating via intangible resources (technology, information).

Here are 3 key astrological trends to take note of in Q1 2021 and how to use them to level up your mobile marketing strategy, work-life, and beyond.

1. Mounting data restrictions in the name of the “public good” will be the norm.

As mentioned above, we have entered an era of human history marked by the element of Air. The Air signs in astrology are Aquarius, Gemini, and Libra. For the first 20 years of this cycle themes related to the Air sign, Aquarius will be the focus.

Aquarius is the sign of rationality, technology, and the reformation of institutions to better serve the collective good. Aquarius challenges us to use information, objectivity, and innovation to improve the lives of the majority, rather than just the 1%.

In January 2021, Saturn, Jupiter, Mercury, and the Sun will be in Aquarius giving us a profound introduction to Aquarian energy and the Air Age of human development. This energy will promote conversations about the information structures in place that either help or hurt the public good. Calls for data regulations that serve consumers will gain steam, as will heighten regulations that protect data collected in digital spaces.

One example of mounting restrictions is the recent suspension of President Trump’s Facebook and Twitter profiles following the storming of the U.S. Capitol. Twitter’s announcement of their permanent suspension of Trump’s profile noted that his posts had incited violence which violated their “public interest framework”.

Another example is Google’s suspension of conservative social networking app, Parler, from the Play Store. The search engine said it would block the app until it had added more “robust” content moderation to limit discussion that incited violence on its platform. Apple further followed suit by giving the service 24 hours to submit a detailed content moderation plan.

The negotiation of the “public good” and questioning organizations’ alignment with the interests of the public is an Aquarian value that will continue to be a theme over the next 20 years.

How this could affect your mobile marketing strategy:

Assume that heightened regulations protecting consumer interests like the IDFA are the way of the future. As you craft your IDFA opt-in strategy, keep an eye out for ways to adapt it for GAID which you should expect will require opt-in in the near future.

Take additional strides to uphold Aquarian themes in your approach to data, above and beyond what might be legally required at this moment. That is, create policies that are “consumer-first” and highlight the use of innovation to enhance transparency and accountability. Build out robust content moderation plans when needed.

2. Prepare for social upheaval as you plan your Q1 paid advertising strategy.

Throughout the month of January and February, Uranus, the planet of revolution, will be squaring an array of planets including Saturn, Jupiter, and Mercury. When two planets square in astrology, they create a 90-degree aspect to each other that creates tension and opportunities for productive growth through conflict. When Uranus makes interactions with other planets in the sky, it also marks periods of social upheaval and civil unrest.

A key date to keep in mind is January 20, 2021, when Uranus will conjunct Mars and square the planets mentioned above in Aquarius (Saturn, Jupiter, and Mercury). This date is also the day of the U.S. presidential inauguration.

Another date to make note of is February 17, 2021, when Saturn, the planet of rules, and Uranus, the planet of change, will square each other. When these two planets square, it represents profound shifts in energies in the spirit of revolution. Saturn-Uranus squares occur roughly every 22 years and coincide with power struggles between conservative politics and more progressive and modern thinking.

How this could affect your mobile marketing strategy:

If you advertise in the U.S. market, expect a bumpy ride as the new administration is sworn in. Many advertisers paused their paid social ad spend within the 24 hours following the insurrection at the Capitol to avoid having their ads associated with possibly violent content. Be mindful of serving ads during potentially volatile events such as the inauguration.

If you do not wish to pause your ad spend, consider moving ad dollars toward reputable local and national news channels that people are paying attention to right now. Build an intentional strategy for your paid advertising in Q1 that avoids appearing “tone deaf”.

The aforementioned revolutionary planetary energies could also take shape on an internal level in your organization. Expect power struggles within your organization between the “old guard” and changemakers looking to innovate products and processes in the new year. Focus on product enhancements and A/B testing in January to get ahead of potential organizational breakdowns in February.

3. Build new ways to collaborate and connect in the age of social distance.

Mercury in Aquarius will retrograde from January 30 to February 20. This will be the first Mercury retrograde of 2021 and will highlight themes of communication in the age of social distance.

We have already had quite an introduction to building workarounds for effective collaboration as much of the workforce went remote in 2020. That said, when Mercury, the planet of communication and day-to-day technology, retrogrades, it often includes communication and technological breakdowns. This will force continued innovation in the name of collaboration even when tools like Slack go down.

How this could affect your mobile marketing strategy:

Expect communication breakdowns during Mercury’s retrograde. Backup your computer and build out alternative communication strategies in preparation for any hiccups. As Mercury is the planet of communication and Aquarius is the sign of the group, double-check your emails to ensure you are not mistakenly sending communications to the group (versus an individual). Brainstorm ideas of how to build greater cohesion, bonding, and collaboration within your team despite the social distance.