The year 2020 was unpredictable, as the coronavirus pandemic shaped the entire marketing landscape and introduced some new trends. Moreover, online shopping and e-commerce sales saw tremendous growth, as people spent more time indoors on their mobile phones. Similarly, video conferencing and online interaction became the norm – be it students, office workers, and children.
All these circumstances led to a major shift in the way businesses and brands interact with their customers. The transition from real to virtual opened many digital marketing opportunities for brands, including new ways to connect to customers. As 2020 has ended, the question is, what will 2021 bring from a digital marketing standpoint?
Well, here are 3 most important digital marketing trends that you need to prepare for in 2021
1. Voice Search Optimization
Voice search is the future of marketing. If you haven’t optimized your online marketing strategy for voice search in 2021, then you will not be able to reach your target audience. Voice search is one of the most popular online trends. Why? Simple, because people love convenience, and with voice search, they can quickly look for things rather than spend time typing. Did you know, 71% of the consumers prefer to search queries online by voice instead of typing.
Voice search is the use of voice recognition technology that allows users to search the internet by speaking into the microphone. Due to its convenience, tech giants like Apple, Google, Amazon, and Samsung are incorporating voice assistant technology into their devices.
Voice search optimization is necessary for businesses as it is best to target the visually impaired and the disabled community. With the voice search feature, these people can benefit greatly as they won’t have to type functions anymore. So make sure your websites and Google My Business profile are updated for voice search optimization.
According to Retail Customer Experience, by 2021:
Here are some voice search optimizations tips that you can incorporate into your digital marketing strategy:
- Optimize for answers and restructure your content accordingly
- Focus on Frequently Asked Questions (FAQs)
- Use natural language and make it feel like a conversation
- Use mobile-first approach
- Target Long-tail keywords
2. Video Marketing
Although this is not a new trend, brands need to incorporate video advertising in their marketing strategy because it is growing rapidly. You can find videos on every site and platform. It has become the most important part of your marketing strategy that cannot be sidelined. In 2020, around 92% of the marketers said that video is the most important part of their marketing strategy.
The current pandemic also has a role in video marketing, as it is now considered a necessary tool. Research shows that an average user spent 84 minutes watching videos online in 2019, and it is expected to increase 19% to 100 minutes per day in 2021. Imagine the amount of audience and potential customers you can target with video advertising!
According to a survey by Hubspot, 87% of video marketers said that video gives them a higher ROI. The reason behind this higher ROI is that videos are not only a source of entertainment, but they are an essential part of a customer’s decision-making process. However, to achieve higher conversion rates, your video content needs high quality. Therefore, you need to be ready to incorporate video content in your digital marketing strategy for 2021.
3. Social Media and Influencer Content
Another digital marketing trend for 2021 is the rise in social media and influencer content. Brands have started live streaming their content on various social media platforms to attract global consumers worldwide. This marketing strategy has been so successful as live viewing on Facebook increased by 50%, and Instagram saw an increase of 70% during the coronavirus lockdown.
Massimiliano Tirocchi, the co-founder of Shapermint, says: “Social media platforms like Facebook are making it easier for consumers to go from discovery to purchase without having to leave the platform, creating a simple and seamless path to purchase. With social commerce continuing to grow into 2021, retail brands will have to adapt to these platforms with new rules, similar to what many did with Amazon.”
Similarly, influencer marketing content also grew a lot as it creates trust between the brand and customers. According to Forbes, influencer marketing is growing at a faster rate than digital ads! A great feature of influencer live stream is that viewers get an option to purchase products while they are watching. In 2020 we saw famous makeup brands like NYX Makeup running a marketing campaign where influencers live-streamed makeup tutorials for annual Pride celebrations.
Hootsuite Social Trends report 2021 notes that:
It’s time to reimagine your digital marketing strategy and look for ways to connect with your customers through social media platforms. Also, look for ways to incorporate influencer marketing in your strategy as it will help you build trust, credibility, and effectively reach your potential customers and target audience.
This approach can be highly beneficial for start-up companies and entrepreneurs struggling with social media marketing and establishing credibility.
4. Are you ready for 2021?
These are the three most important digital marketing trends for 2021. These trends don’t represent everything, but when you are planning your digital marketing strategy for 2021, starting with these three most important things can help you succeed. If implemented successfully, these three factors can help you increase website traffic, higher lead generation, and also increase overall sales. Therefore, start with these trends to support the digital transformation and growth of your company so you can stay ahead of your competitors.