Just as the internet age and various technological innovations are evolving at the speed of light, so are digital marketing tactics which have been reshaped by major tech like data analytics and social media networks.
This year has also been permeated by a new marketing landscape and way of thinking which has focused itself in a few key areas specifically. In this article we take a look at some major trends which are influencing the way brands attempt to attract and connect with new and existing consumers.
A Rise in Influencer Content
The influencer phenomenon began well over a decade ago, and still today these high-profile brand ambassadors are being used to spread content across industries, garnering real results and sales conversions in the process. Many businesses now seek ongoing partnerships with self-made influencers, reaching out to them through popular networks like TikTok or Instagram to create sponsored product posts, ads, or reviews.
Because these people have thousands, sometimes millions of followers in their circle, a simple Facebook live stream could mean much more for a brand than a long-winded, expensive marketing campaign that ultimately does not reach the target audience. Today’s consumers are looking to see that brands can engage them with people they already trust, so the loyalty and connection that influencers have the power to foster is truly invaluable.
Influencer awareness is still one of the greatest strategies in digital marketing in 2021
The process of brands grouping their consumers with customer segmentation strategies is not new, but it is being used much more frequently nowadays for marketing campaigns. Essentially, this means that instead of ad or promotional content being released to the entire target audience as a whole, customers are divided into sections based on certain characteristics like shopping habits, life stage, and geographic location. Marketing content is then separately spread to each individual group.
One example of this can be seen in the context of the online sports betting industry, specifically in the U.S. market. Here, a variety of virtual providers are vying for the attention of enthusiastic sports fans, the sector’s main target. However, because these customers are residing in different states across the country that each have their own wagering legislation, leading brands create filters for users to view promotions that apply to their area specifically. For example, New Jersey free bets and bonuses are those aimed at people living in or passing through the Garden State. With these functionalities in place, customers feel valued as they feel that the brand has taken their preferences into account on a personal level. These divisions can go even deeper than just location as well, even breaking down target audiences based on which tech devices and apps the user commonly engages with (known as technographic segmentation). Regardless of the type of segmentation at work, each are catalysts for enhanced customer awareness and sales growth.
Interactive Content in High Velocity
We have already touched on spreading content with the help of influencer marketing, but what if your brand’s budget doesn’t exactly have room for sponsored influencer posts in excess? High velocity content production is a major digital marketing trend in 2021 and basically refers to a brand’s ability to publish relevant content in a scheduled way so that they are continously interacting with their target audiences. This often leads to a prioritization of staff members who will focus specifically on social media branding or website promotions.
The key here is that content is continously incoming, with a focus on interactive content that engages consumers and sparks conversation. This could be in the form of product giveaways, social media live streams, contests, quizzes, polls, and more. Whichever method is proven to garner more interest from the target audience is used.
Working with fellow teammates is crucial in determining how to best implement these trends in your area of business
Enhanced Focus on Brand Purpose
Another trend you may have already noticed this year concerns brand meaning and purpose. Nowadays, there is an enhanced focus on these elements in marketing, as more consumers seek to understand and identify with the ‘why’ behind a product before engaging with it. A brand’s authenticity factor is now what matters most, having the potential to drive customers towards or away from what is being offered.
In fact, some recent marketing case studies have proven that these types of ‘meaningful brands’ which are able to clearly communicate what they stand for outperform others in big ways. To see more business results, brands often consider what meaningful connections, if any, they are forging between the product at hand and their customers. If this connection is hard to make, it might be time to update the brand mission or even undergo a total brand refresh to fit better with the current times.
Paid advertising is nothing new in the context of digital marketing strategies, but programmatic advertising may be a concept that not as many people are familiar with. This trend allows marketers to gain valuable insights into the best possible ad placement thanks to advanced data analytics tools and reporting software. By using third-party agents to extract in-depth data, more opportunities are found and campaign efficiency is improved. If a company’s knowledge of programmatic advertising is limited, they can spend a bit of time each day researching this type of ad buying with the help of podcasts, books, or tutorial videos on YouTube.
There will never be a list of digital marketing strategies and trends that does not include SEO. Because Google is always at work updating their SEO algorithms, every business, no matter the sector, must be continously aware of their brand’s visibility level and appearance online. Increasing authority on the web involves the use of relevant content and keywords that attract the customer attention a brand wants to receive. Getting verified by Google also helps brands to rank higher in organic searches. After all, the strength of a brand’s online presence will ultimately be the biggest catalyst for sales growth.
So, there you have it! Pay attention to these digital marketing trends now and in the future and your business will continue to operate successfully in an oversaturated online market. The coming years are sure to bring more new ideas to the scene.