Namely, digital marketing is a complimentary marketing area. Thus, it groups all actions aimed at influencing customer behavior through one or more digital channels.
Among its main areas, we can name, for example, community management, online advertising, email, and links.
Digital marketing in 2021 is about to change dramatically. Whereas before artificial intelligence, visual research was limited to science fiction films, this is no longer the case. Indeed, when the Internet and ICT (information and communication technologies) are exploding, many digital marketing trends have emerged. As a result, more and more companies are using them to optimize their operations.
Undoubtedly, leaders are well aware that the strategies they adopted last year will no longer work in the current circumstances and should be rethought.
Here are digital marketing trends for 2021.
Search Engine Optimization
Knowing the SEO or Search Engine Optimization principles provides a solid foundation for all of the other digital marketing skills you will use. This is an excellent method to increase the amount of traffic to your site and its quality. It may not deliver as fast results as paid search (PPC), but when sites are replacing physical storefronts, SEO cannot be ignored. Inbound marketing is becoming one of the main ways to attract the attention of your target audience. And that requires a digital marketing strategy to be built around SEO and improving your search engine rankings.
SEO campaigns are now focusing on creating an optimized user experience. Customers know what they need, and they want it quickly. A professional SEO specialist understands how to work with developers and designers to optimize the web experience and increase conversions.
Marketing Analytics
Marketing analytics is the practice of measuring, and analyzing a marketing campaign’s performance to measure success and optimize your ROI. Traditional marketing has relied more on guesswork, but times are changing, and today, every digital marketer must understand marketing analytics tools.
The key to analytics is that it helps optimize the use of various digital marketing tools. With a basic knowledge of automation tools like Google Analytics, Adobe Analytics, and HubSpot reporting, you can track important metrics like bounce rate, CTR, conversions, and more. Without the ability to interpret the data, your marketing strategy loses its effectiveness, which negatively affects the business’s profitability.
Artificial intelligence
Shortly, artificial intelligence will conquer the whole world. Or at least more straightforward jobs. AI wants to analyze customer behavior and trends using information gathered from social networks and blogs.
Artificial intelligence is of great help to businesses to understand how customers learn about their products or services. For example, Facebook uses messaging bots to help companies optimize their customer service.
Thus, artificial intelligence dominates the professional world. During discussions, it provides users with data and advice.
According to Gartner, by 23, over 2020% of customer support services will use chatbots, up from less than 2% in 2017.
2021 does seem like a good year for companies. Indeed, thanks to artificial intelligence, they have the opportunity to cut their costs and increase their development. On the other hand, competition has also intensified.
AI Chatbots are one of the main components of digital marketing. It should be noted that this technology is still based on the use of artificial intelligence. Nowadays, more and more companies are using chatbots.
These are instant messaging systems that allow, among other things, to conduct a real-time dialogue with customers or visitors to a place, day or night.
Some jobs, such as telecom operators or telephone consultants, may soon disappear. Today, over 1 billion people interact with chatbots. As such, most large companies are already using them or plan to do so within one year.
In 2022, companies in the banking and healthcare sectors are projected to save vast amounts of money through chatbots.
For example, Uber also uses chatbots for a particular reason. Indeed, this technology allows him to interact with his customers to find rental cars via Google Maps, Slack, and Facebook.
Its passengers can choose their route, know where they are, and estimate when they will arrive at their destination from the menu.
Program Advertising
Automatic advertising cannot exist without artificial intelligence. Indeed, thanks to the latter, you can automate the purchase of advertising for the target audience.
For example, real-time auctions are a kind of programmatic advertising. This more efficient and faster automation reduces customer acquisition costs.
According to eMarketer, 90% of digital signage in Uncle Sam’s Country will soon be software.
The trend in web marketing this year is personalization too. If a business wants to stand out from the competition, it will need to personalize its products, posted content, and sent emails.
Today, it has become easy to create original content because it is easy to access certain information, such as purchase history, links that customers have clicked on, and their behavior.
Marketers agree that personalization is one way to improve customer relationships.
According to Kevin George, Marketing Manager at EmailMonks, the future of email is a new trend, taking into account real-time consumer behavior. Also, research has shown that personalized emails are more effective.
What’s more, companies like Netflix and Amazon have been fascinated by this digital marketing trend’s effectiveness.
Indeed, log into your Netflix account to make sure all of its carousels, covers, banners, texts, and commands are client specific.
What’s more, as you already know, personalization is about maximizing your enjoyment while minimizing your research time.
Video Marketing
Based on the numbers below, there is no denying that video marketing is genuinely essential to your digital marketing strategy.
· Over 65% of customers say they have shared a brand video.
· 72% of companies say video marketing has increased their conversion rates.
· Over 50% of internet users trust product presentation videos to help them make a purchasing decision.
· 65% of business leaders visit a marketer’s website, and 39% contact a vendor after watching a video
It should be noted that YouTube is not the only social network where you can post videos. Indeed, if you want to improve your engagement, you also have the option to share one or more on Facebook, Linked In, or Instagram.
It must be admitted that live video streaming is really gaining popularity. This is why more and more companies are using it for various activities such as product demos, interviews, sales reviews, etc.
Additionally, marketers and many companies opt to use high-quality smartphone camcorders instead of phone calls or emails.
Note that video SEO is also vital as YouTube and other videos often show up in search results. Just like headers, descriptions, and filenames, these should not be overlooked.
360 ° video content is also viral today as it creates sensational videos and offers a much more interactive experience.
Influencer Marketing
According to Ragai Haran, “Influencer marketing is a type of word of mouth marketing that wants to get the message across to the broader market through senior executives who have influence.
Instead of selling directly to a large group of customers, ask the influencer to spread the word instead. In conclusion, influencer marketing is really effective at grabbing consumer attention.
For this reason, in Iceland, the popular supermarket chain has moved from celebrity advertising to a campaign featuring real moms.
She teamed up with Mom’s YouTube community; the supermarket chain is now working with several vloggers to promote it more “authentically.” Research shows that 34% of mothers trust YouTube videos like this one more than traditional ads:
Visual search can significantly improve user experience. Indeed, users can upload an image and get more specific results thanks to this different web marketing trend.
For this very purpose, Pinterest has developed Lens, a visual search tool that lets you know which online store to buy a product from by merely taking a photo of it. Moreover, it also allows you to compare different products.
On the other hand, there is also Google Lens, the tech giant Google’s visual search engine. This tool can recognize elements by simply taking a picture of them with a smartphone.
But that’s not all; Google Lens lets you do more. For example, if you take a picture:
· Business card: you can save your phone number or email address
· Book: You can read reviews of the work
· A painting in a museum or a monument: you can find more information about these
There is also CamFind, an application that allows you to perform visual searches by capturing a photograph of an object from your smartphone. It should be noted that this tool will allow you to determine what you want in no time.
This application will also allow you to compare product prices without entering anything, just using the camera. Alternatively, you can find movie trailers by photographing the poster.
Undoubtedly, by leveraging this digital marketing trend, marketers will stand out from the competition and attract thousands of customers.
Messaging Apps
Until now, have you only used messaging apps to send emoticons to your friends?
Examine the following numbers to see how they can be used differently:
· 1.3 billion Monthly users are active on Facebook Messenger and WhatsApp.
· Over 54 Billion Messages Sent Daily via WhatsApp
· Individuals and companies exchange about 2 billion messages on Facebook Messenger
Thus, based on these statistics, it can be said that messaging applications are also widely used for business purposes. Of course, they can be beneficial when sending personalized messages to clients.
With messaging apps, personalization is indeed possible. Also, they improve the user experience and enable you to market your products effectively.
Micro-Moments
It should be noted that we will be spending more time in front of our smartphones in the near future than in front of the TV. Indeed, according to research, most of us spend an average of three and a half hours a day using these devices.
Because of this, brands must change their approach to capture the attention of buyers.
Note that micro-moments make it possible to broadcast advertising messages to consumers in an interesting way.
These days, people are quick to choose what to eat or which restaurant to go to. This is why marketers should take advantage of the time customers spend with their Smartphone’s.
Social Media Stories
Sharing articles on social media is trendy these days. So marketers should keep this in mind when developing new approaches. If their goal is to increase brand awareness, they should use live video.
Note that Snapchat first developed the Story concept. Other social networks like Facebook and YouTube also made their stories but in a different format.
It should be noted that the stories disappear after a few days. So this is a great opportunity that you should take advantage of.
For example, you can include a small presentation of your teams in your stories; talk a little about the reason that prompted you to create this or that product.
Voice Search and Smart Speakers
Many people, especially iPhone users, use voice search in their daily life. Faced with this craze for the voice team, companies should rethink their online marketing strategy.
· More than 45% of all searches will be performed using speech recognition technology.
· 20% of Google searches from a mobile phone are voice requests.
Over 20% of Bing searches are also voice queries.
All in all, voice search is an essential part of our daily lives because it shows what we are really looking for.
As artificial intelligence continues to evolve, Alexa, Google Home, and Siri now have acceptable error rates for speech recognition.
Several brands are currently using voice search to improve their web marketing strategies. For example, Domino’s Pizza uses speech recognition technology to increase sales.
Indeed, his customers can order pizza through Alexa, a smart speaker as popular as Google Home. More than 38 million Americans are statistically using these technology products, and 65% say they are indispensable.
If you want to find something using a voice command, think about the keywords people will use and say them instead of typing them.
Final Words
All in all, if you want to increase your conversion rate next year, you need to produce more audio and video content. Plus, your digital marketing strategy should be well researched.
In conclusion, the user experience is truly in the spotlight in 2021 with personalization, automation, artificial intelligence, and more.
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