The digital marketing space experiences frequent changes that make it nearly impossible to determine what the future holds.
However, the paradigm shift caused by the ongoing COVID-19 pandemic in the corporate world has many marketers and agencies making predictions about digital marketing strategies to stay ahead of the curve in 2021.
So far in 2020, more and more companies are putting their products and services online, and employees are working remotely. With the ongoing pandemic, companies will take advantage of the changing business environment to invest more in digital marketing strategies. Employees will also be working remotely or at least in a hybrid environment in 2021.
So what are some top digital marketing trends to consider in 2021? Yes, you will need to attract and retain existing customers, generate more online traffic and leads, and increase sales and revenue. Here are nine trends to consider.
1. Use social media more to attract and engage people
Get ready to devote more marketing resources to your social media strategy in 2021. In the second quarter of 2020, social media marketing budgets as a percentage of total marketing budgets in the U.S. increased to about 24% from 13% in 2019.2020. Marketers are increasingly making customer retention and lead generation their top priorities, continuing in 2023.
In 2020, more people will be spending more time online, including how they research products, brands, and organizations. The changing consumer landscape will create new opportunities for marketers to use inbound digital marketing to reach new audiences and re-engage long-term audiences. They can develop a content plan, post and regularly update, monitor and prompt customer responses and comments, and acquire new customers.
2. The rise of micro-influencers
Influencers are people who have built respectable social networks and make a statement by producing high-quality, engaging content. Instagram stars, YouTube celebrities, and Facebook and Twitter influencers fall into this category.
Influencers are usually relatable and trusted by their followers. As a result, they can offer opinions that can influence the behavior of the target audience that many brands are looking for. Leveraging influencer status can help you connect with your customers, build awareness of the brand, and promote your products and content.
In the year 2021, brands will also increasingly turn to micro-influencers to look for ways to integrate influencing marketing into their digital marketing strategy. In addition, low costs and high ROI will offset the problems of working with micro-influencers, such as administrative tasks and additional resources.
3. Interactive marketing content
Providing interactive elements on your website and social media platforms is a great way to retain visitors, provide value, increase engagement with your brand and content, and learn more about them.
For example, if a real estate agent adds a mortgage calculator to their website, they can provide tremendous value to their visitors and increase engagement. Also, if you are a brokerage, you can learn more about your visitors based on the data they enter into the calculator. You can also use the information collected to refine your personas and the goals you offer.
4. Video content
Cisco’s Annual Internet Report (2018-2023) also foretells that video content will relinquish 82% of all Internet traffic, which is a gold mine for marketers. And according to a report by HubSpot, 54% of consumers want to see more video content from brands.
Use video content in formats that fit your brand.
So, in 2021, the key is to use different video formats for other brands, niches, and industries and optimize them across the customer journey. Ensure all your videos are impactful and memorable with appropriate branding that reflects your brand, values, and tone of voice.
5. Use of Google’s listing ads and local search engines
The best thing that you can do to enhance the number of customers passing by and increase online presence is to check as well as maintain your local listings on various search platforms for those who own a business.
For B2C businesses that rely heavily on local customers, such as car dealerships and dental offices, online listing solutions such as GMB (Google My Business) can be valuable. These services provide information about your services, hours of service, and geographic location.
6. Mobile inbound marketing
Mobile has become a part of consumers’ daily lives, and more and more people are consuming online content on their devices. Mobile marketing has an immediate impact and a huge viral potential. As a result of this, brands across the globe will continue to optimize their website for mobile phone devices.
7. Personalize the content for consumers
With the increase in online traffic in 2020, personalized content has become a valuable marketing tool. It can help you achieve various goals in the digital space, including creating effective sales email campaigns, educating your audience, and attracting new and returning customers to your website.
But personalization in 2023 is about more than just customizing your emails. It will incorporate artificial intelligence (AI) to analyze data more effectively and efficiently to achieve hyper-personalization. Artificial intelligence-based solutions can help you choose the best email templates for your target audience and produce content that meets their needs. In addition, it can help you make better judgments about your content in the future.
So, invest in AI-driven software that uses hyper-personalization to target customers in 2021 based on past behavior and browsing history. This will dramatically improve the customer experience.
8. Chatbots and AI will complement content creation and delivery
Artificial intelligence (AI) and chatbots will enhance content creation and delivery strategies and become an integral part of the global user experience. Artificial intelligence will drive the content creation process by providing marketers with relevant data, source information, references, and authority for the content they write.
In addition, more intelligent chatbots can seamlessly provide information and support for marketing campaigns.
9. Optimize your content strategy for voice search
Voice search is not currently part of the search algorithm of Google, the world’s largest search engine. However, it still influences the search results. Marketers expect voice search to become more popular due to various factors, including the growing use of mobile digital personal assistants, such as the Siri app.
Therefore, consumers who adapt and switch to this medium must remain vigilant regarding the voice search component. Optimizing online content for voice makes it simple, conversational, and easy to use, and it syncs precisely with search.
Digital marketing is changing its trends constantly, with new trends evolving. Today’s digital marketing is more than just creating great content and optimizing it for search engines. You should choose only those digital marketing companies which follow these practices while creating their strategies.