In this article, we have shared the digital marketing trends of 2021 which will help your business to grow to the next level, A study in 2020 on digital marketing management shows that many companies do not have a planned approach to leveraging the latest and current digital marketing techniques.
What digital marketing trends should we be looking at?
It is important for all businesses to consider how they can influence the latest digital marketing trends so that they can implement the latest innovations. So far, the digital marketing trends of 2021 seems to revolve around two different and almost conflicting concepts: on the one hand, there is a certain general humanization, which addresses real issues and provides content to individuals. (As opposed to mass communication), so that more personal engagement can be inferred. And on the other hand, we see the birth of much more mechanical and technical optimization, which allows SEO and marketing campaigns to be more sophisticated. In this article, we’ll take a look at the biggest digital marketing trends of the coming year to help you outrank your competition. Without further ado, here are 34 new techniques to integrate your marketing strategy in 2021.
To enhance your marketing digital strategy, you must follow all digital marketing trends and predictions. Find in this article 34 trends for 2021.
Technology has transformed the world into a big village in terms of communication. Information sharing is more easily accessible than ever before, making it easier to raise product awareness or promote your service. And since the Internet is such a powerful tool that can be used to drive ROI, investing in digital marketing management cannot be ignored. According to EMarketer, “global digital advertising spending is expected to reach $ 375 billion by 2021.”
Therefore, to face out from your competition, you would like to follow the current digital marketing trends. Take some time to think critically about the impact of technological change on your business. Then take advantage of existing, proven technologies and try to predict the future development of the technology. If you maintain consistency and stay behind instead of reaching new customers, your business will flourish.
Your business will thrive if you proactively retain and reach new customers rather than being left behind.
1. Brand reputation
In 2021, while considering the latest digital marketing trends, brands should integrate e-reputation as an important success factor. To do this, it will be necessary to connect the company’s communications with social issues that inhibit the daily lives of its audience, while keeping digital channels in mind: digital media, social networks, and influencers. Build your reputation online with fast and efficient formats like short videos for example. Finally, do not minimize the impact of fake news revolving around your brand, they will still be popular in 2021.
2. Customer Segmentation
Splitting your customer base is another trend in digital marketing management that is not new, but has only been appreciated at the right price. The idea is simple: Instead of creating a large number of marketing campaigns to target a large audience, it is better to have a small number of marketing campaigns to target a specific audience. It is about grouping your target audience according to certain characteristics or behaviours (age, gender, purchasing habits, etc.), so that your content is more accurately recorded by their preferences. For example, you can have two separate mailing lists for large and small consumers, and send different newsletters to each group. This strategy works best for personalization and customer engagement as your followers receive handmade content exclusively for them. In addition to mailing lists, you can apply customer segmentation to your advertisements, categories of content on your blog, and your content on social media.
3. Sustainable marketing
It is difficult to lose this trend in terms of digital marketing. In 2021, we are more concerned with the preservation of the environment. As consumers, we want to ensure that the brands we donate money to are committed to saving the planet. Today, more than 81% of consumers believe that companies have a duty to participate in the preservation of the environment. This explains very well the eruption of the eco-responsible, environmentally friendly and sustainable brand. They evoke a real enthusiasm in young customers. But all of this has gone beyond simple sales of “green” products. Brands must communicate their commitment to this cause extensively through its content and branding. Environmentalism has become the center of brand identity for many of them. And there are many methods for this!
4. Inclusive marketing
Inclusive marketing is one of the big digital marketing trends this year. To understand this idea one must simply examine the publications of a big brand or the headlines of a newspaper. Every day, we strive to make our society more uniform and realistic through the content and products offered by all brands. In 2021, the goal of digital marketing is to be included and deal with all the themes that concern us as individuals. We want to put the differences in the spotlight through original and innovative campaigns.
Until 2021, the digital marketing trends of appearing on the Internet have never been so important. To improve the performance of a brand, you will need to focus on user experience. Whether on desktop or mobile, UX will be an important digital marketing management factor for your visibility. It is favorable to use quality content with structured data and solid internal networks. Companies will also have to take interest in local contexts to gain the loyalty of customers willing to support local shops.
6. Next Generation SEO
Right now, a lot of changes are taking place in search engines, and updates are happening all the time. These changes in the search algorithm have profoundly affected the user’s search results. Each new algorithm has different advantages or problems, counting on how you employ it. Ultimately, the goal of search engines is to assist users get specific results that answer their questions. So, you will find that even after 2021 and beyond, the quality of search results will improve significantly.
7. Find customized snippets and zero clicks
With the advancement of digital marketing trends, SEO has aimed to get your website or ad to top the search results. By 2021, the primary focus will be the same, but zero clicks will top searches. “Zero status” refers to snippets adapted from Google pages, and this is where the 2021 digital marketing and SEO trends are giving top priority. Position zero works differently from other results: first, it differs from other results and is in a small area of its own, at the very top of the page, but more importantly, it is directly relevant information Displays who expect to answer questions. User queries without clicking anything. Hence the name “zero-click search”. However, to ensure that it is appropriate that users do not have to click on your link, the brand identity you gain as a thought leader is much more important than a click or visit. Additionally, zero-click results are sometimes read by Google’s voice support. If you are aiming for zero yourself, there are some tips to be aware of. For starters, this situation is primarily intended for a keyword set, such as a question (“how to create a logo”), etc.
With these rapidly growing digital marketing trends, Google frequently updates its local SEO algorithms. Therefore, you should continuously update your business presence in local search results. In a way, local SEO is more powerful than SEO alone, because people who search for a particular type of business based on their geographic location are more likely to buy than others. Therefore, it is easy to convert them. To get started, you need to “verify” through Google. To do this, register on Google My Business and control your listing (or create a new brand). This will allow you to rank higher in the Google SERPS and will also give you the option to add additional information about your business.
9.Image and video referencing
Visual content is gaining ground and businesses are interested in posting related photos and videos. Everyone knows that one can use keywords to find images and videos. But today, you can also find out from an image! It is also possible to search the context of an image using a photograph. Users are looking for these visual search techniques and methods. As a result, the SEO landscape (which refers to the natural context) is experiencing real evolution. Or rather, a revolution. To do well in this area, it is necessary to set up a video and image SEO campaign. You also need to be familiar with the Google Lens tool, especially if your business is a digital business.
Whether you internalize or outsource the digital marketing management of Google ads, you need to think about optimizing your budget, maximizing revenue on high-potential campaigns, and targeting the audience that offers the greatest added value. When it comes to targeting, the trend will be towards automation. In 2021, there will also be a variety of formats in favour of your SEA, with creative visuals that make up all the touchpoints: video ads, showcase shopping ads, YouTube, Google Display, Gmail.
11. Hyper-targeted advertising
According to statistics, 49% of users ignore unrelated advertisements or brands that continue to bombard people with their irrelevant advertisements. Conversely, if your brand creates great content and sends personalized messages, 36% will respond by purchasing the product. Currently, we estimate that by 2021, most businesses will target specific audiences, and users will only see highly relevant ads.
12.Smart bidding in Google ads
Automation is not a new thing in the world of digital marketing trends, but recent updates to Google ads allow us to expect automation and smart bidding to become the norm for many PPC account managers, and so on which helps them increase their conversions.
13.Fight against ad blockers
Not all digital marketing trends are positive and progressive this year. In 2021, it is also a question of overcoming significant obstacles such as advertising blockers. While it is estimated that 27% of Internet users will be equipped with ad blockers in 2021, many marketers see their primary traffic flow for their PPC campaigns automatically cut off from the source. First, analyze your advertising data and check the extent of the loss. The damage can be negligible depending on your target audience as well as where you post your ads. If your ads are blocked, the best thing to do is to optimize. Do not waste time trying to convince your potential customers to change their own preferences. Read your advertising budget to fit other successful campaigns such as influential advertising or sponsored content. Either way, younger audiences do not react very favorably to advertisements and are much more likely to be interested in marketing that affects.
Next year, companies will focus on seamless content quality rather than quantity. And it also includes the appropriation of new channels and tools: TikTok, YouTube, live events, newsjacking, streaming, podcast format or even order of content. Also prefer quality written content and learn to arouse emotion in your audience. Using the audience of your employees should also be part of your content strategy in 2021.
Interactive content is nothing new, but this practice has only been recognized as a “good practice” in digital marketing management! On one hand, offering interactive content promotes the engagement of its audience. On the opposite hand, it also improves the user experience on your site and your posts. Interactive content matches surveys, contests, giveaways, widgets, and more. These elements will help increase the length of people interacting with you, which in turn improves your SEO. More importantly, it increases user engagement.
16.The next technological trends
Technology development should follow three main themes: mass-centric approach, location independence, and business flexibility. In particular, you should look at the evolution of the Internet of Behaviours to collect and analyze behavioral data, aggregate experience to improve the experience of each stakeholder, computer privacy or maintenance to share data without sacrificing privacy further. AI engineering is useful to solve problems related to Development and Governance.
17.Marketing automation and inbound trends
Salesforce says 67% of marketers rely on digital marketing management automation and 21% are working on it for the months to come . Today, consumers want a personalized experience adapted to their needs: this is now possible with marketing automation solutions. The idea is to be able to adapt your communication according to their interests, their actions, and especially according to their state in your conversion tunnel. The implementation of marketing automation solutions requires you to clearly define your personas and their habits & behaviors, in order to then provide content / an offer at the right time. An essential for more effective and profitable web marketing actions.
Because 8 out of 10 predictions announced by Pinterest turned out to be correct this year, it would be a shame to miss the trends for the year 2021! In Leadership: Travel, Wellness and Food. It is enough to imagine beautiful things for the coming year.
19.Instant messaging application
Instant messaging apps like Facebook Messenger, Viber and WhatsApp are no longer just for messaging friends. These apps are quickly becoming a popular way for businesses to communicate with their customers. In fact, Facebook Messenger exchanges 10 billion messages between individuals and businesses every month. Messaging apps are popular for businesses because customers find it convenient to interact directly with businesses. Also, it allows very personal marketing, which we already know people love.
20. Virtual reality and augmented reality
The two major technological advances that will bring digital marketing management into a new era are undoubtedly growing reality (AR) and virtual reality (VR). From product development to storytelling and compelling content, AR and VR enable businesses to create immersive experiences to put their customers into real life. American users can check the rendering of cosmetic products directly in Google Shopping, by the aging reality, a fresh example of which. Virtual reality, in turn, allows us to be immersed in the atmosphere, completely changing our reality through a dedicated headset. Thus, museums like the Louvre have developed a VR experience that allows users to come face to face with the Mona Lisa.
21.Increased use of artificial intelligence
Artificial intelligence combines various features, such as chatbots and voice assistance, to quickly find answers. Alexa and Siri, for example, are voice assistants that provide excellent customer service. Like a human, they can take user queries and work behind the scenes on their behalf. To do this, AI uses sensors and human input to gather information about the situation. It also can collect/store research data to enhance future user experiences.
22.The rise of the chatbot
If a purchase on an e-commerce site went badly or if you had a problem ordering on a home shopping delivery application, there is a good chance that you have dealt with a chatbot as a first step in taking your problem into account. The growth of online shopping and e-commerce, coupled with a chatbot’s ability to interact with customers and mimic interactions with real advisors, makes it a very attractive solution for businesses. From a marketing perspective, the use of chatbots, in addition to providing instant customer service, can be a direct source for collecting information and data from your customers. Thus, the data recorded by your chatbot can help you list the most recurring problems that your customers raise in order to easily identify them. More recently, the use of chatbots to drive customer engagement and website traffic has increased creatively. Indeed, it is becoming less and less rare to see a chatbot window open at the bottom right of your screen, when you browse, in order to display current promotions. The advantage is that this communication channel does not hinder your navigation since you do not leave the page you are viewing.
23. Mobile-first right down to your fingertips
The voice goes hand in hand with mobile, so you have to think about all your web marketing actions for mobile: advertising, image & video, content, landing page, online sales, etc. Already in 2019, the mobile was more than 52% used against 45% for the desktop (source: StatCounter). Imagine, you launch a Google Ads campaign, your ad is hyper-relevant but, when you click on the ad, the mobile user arrives on a landing page that is not at all optimized for mobile. Beyond the user experience, also consider including mobile-first when redesigning your site to promote your natural referencing (SEO). Indeed, Google will not put you forward in the results of its search engine if your site is not responsive.
24.Inbound Marketing VS Outbound Marketing
Inbound marketing is to develop marketing campaigns that attract prospects to you rather than pick them as SEO, social media and content marketing. As you will have understood, outbound marketing is quite the opposite: it is you who go to your prospects (prospecting, SEA, advertising/display). Some marketers only live/breathe for inbound marketing, often with good reason because it is less intrusive and more qualitative marketing. But in 2021, do not ignore outbound marketing, know how to use the most effective marketing techniques to meet your objectives by mixing inbound marketing & outbound marketing.
With the advancement of digital marketing trends, thanks to the development of Social Commerce (which we already talked about in 2019 ) and Shoppable Posts on Instagram , Facebook, YouTube and Pinterest, companies have enormous power to maximize their presence on a multitude of platforms other than their own. website. Customers can easily click the buy icon for any product featured in a business Instagram post and be directed to the e-commerce site page. In addition to Shoppable publications, a social network like Instagram continues to highlight its e-commerce part with the launch of Instagram Shops around the world.
26.The domination of short videos
With the explosion of TikTok has democratized short videos, these content formats are becoming the foundation of brands ’content marketing strategies. In a society where users try to access content as quickly as possible, short videos are a fun way to get the message across while attracting the viewer’s attention. This trend is well understood by Facebook and Google, since the two giants released in 2020, Reels on Instagram, and Shorts on YouTube. Moreover, Instagram relies so much on this amazing format that it uses it as the gateway to e-commerce. Indeed, the social network allows influencers to post short videos in reels, add clickable links to displayed products so that viewers can buy them.
- Google Tag Manager
Yes, Google is still active with this free tool that allows users to track specific events and actions on their website without bothering its web developer, who has buried his head in the code. Your site’s data can then be shared with a plethora of Google tics analytics, Google AdSense, Facebook Business Manager, LinkedIn Campaign Manager and other third-party advertising platforms. Why is this important? Because it allows for more personalization and ensures that you receive the information you need when delivering a potentially effective message. As the use of Google Tag Manager grows in popularity, we expect that this useful tool will be widely used in the very near future.
- Offline conversion tracking
No matter how well online stores perform, there are always effective physical stores, and they need digital marketing too. Many of these establishments are testing new ways to measure their digital marketing efforts and how they translate into in-store traffic and online sales. They’ve been using things like sensors, coupons, geo-targeting, and promo codes for quite some time. Facebook, Google and others are in beta phase with the launch of offline conversion tracking methods for the retailer of the future:
- Google has capitalized on searches starting with “near me” and geo-targeting of potential customers nearby, but is now testing inventory and product searches through AdWords to determine conversion rates;
- Facebook now uses customer data that enables location services to be available on their mobile devices in conjunction with clicked ads in local stores.
Even with this information, conversion rates can be difficult to measure. Just because a person spends an hour in a store does not mean that they always buy something. To combat this phenomenon, Google now has an in-store transaction tool that allows retailers to import their sales into AdWords through correspondence with customers, using Gmail and other emails through Facebook.
29.Voice search marketing
The most aspiring digital marketing trends came into action when voice devices first hit the market, many used them to listen to music, ask for the weather, or make a shopping list. Today, consumers are going further and voice devices (and marketers) are here to listen. Want to play a Taylor Swift song? Alexa might tell you how to download her new album. Need milk on your shopping list? Your voice device can tell you which brand or store is holding a special promotional operation. As the possibilities of voice devices emerge, it is clear that these devices offer a unique opportunity to formulate campaigns using information about past purchases. As users become more comfortable with these devices, it makes sense to use them for more personalized needs. Over the past decade, marketing has evolved more than ever. The possibilities are endless, and digital marketers will always be looking for innovative ways to make their customers stand out. But what matters is finding the solution that best meets your needs, not just going for novelty and shine.
30.Google becomes an “answer machine”
Google is quickly turning into an “answer machine” rather than just a search engine. Google wants to categorize and organize the information scattered on the web to quickly satisfy any user. The advent of mobile devices and voice search requires instant answers. Users no longer have the patience to look at many search results. They want the best answer right away. Soon your website will be just one part of a formula that Google will use to directly provide the best response to a user’s request itself. In this new dynamic, it is in your interest that Google presents your information before that of your competitors. Creating a content digital marketing management strategy has become a marketing priority. More than ever, producing a quantity of diverse and quality content will be the key to a successful SEO strategy. In addition, it will be essential that your website adopts structured data standards in order to offer attractive visual content directly. For example, in the form of a “rich snippet”.
31. The importance of “Customer Lifetime Value”
Customer Lifetime Value (CLV) is the average amount your customers will spend on your products or services during your relationship life. So the value of your customers cannot be underestimated as much as they spend today. They have a future value if you are able to keep them as customers. This is probably the most important metric for your business. Calculating your CLV will help you set an upper limit on the cost of acquiring a new real customer in a more realistic and competitive way. The method varies depending on your business model. Calculating the value of a customer’s life cycle can therefore be a complex exercise. However, this is not a reason to postpone adopting this value in your marketing strategy. You risk losing visibility to your competitors who have adopted this method. Indeed, considering the value of the customer based on its CLV makes it possible to make large investments in terms of acquisitions while remaining profitable. Also, since acquiring new prospects is more expensive than existing opportunities, it is natural to work on retaining your existing customers through marketing (e-mail, social media, remarketing). , Etc.). Thanks to a model considering CLV, you will also be able to manage these retention marketing operations.
- Attribution re-evaluation
Attribution is a part of the process of evaluating the return on investment of channels that reach potential customers. The way to calculate the value of a channel is through which the customer finds and buys your product or service. Quite simply, you will be tempted to associate the sale price with the customer’s last interaction. But in reality it rarely happens that a customer goes from an ad to a website and makes a purchase directly. For the most part, many messages from various channels were the source of the final decision. With so many touchpoints to consider, the analysis becomes increasingly complex. Fortunately, marketing attribution models are being developed to accommodate multichannel sales. Attribution modeling is the framework for analyzing which touchpoints or channels receive credit for the conversion. Each of the existing attribution models divides the conversion value separately between each touchpoint. Or with many points of contact in online or offline fly customer travel, each channel plays its role. These questions of marketing attribution models should soon be at the center of your digital marketing strategy to understand the real impact of your various traffic acquisition levers.
To increase conversions, engagement, and retention, it’s important to understand your customers. Behavioral information is based on the action of a given moment and can provide a very brief overview of the behavior of your prospects or customers. The observation of consumer behavior has changed dramatically as the Internet has changed the way we use goods and services. With these major changes in consumer behavior and changes in privacy standards, current “analytics” approaches evolved. This is one of the reasons why Google was asked to present a new version of its tool in October 2020: Google tics Analytics 4 Resources. Machine learning will be at the center of this new approach, which will automatically publish useful and comprehensive information, regardless of the devices and platforms used. With behavioral information, you can completely transform your marketing campaign by delivering personalized experiences for your visitors and customers. Combined with modern analytical approaches, behavioral information can be used to influence key performance indicators at each stage of the customer journey.
34. Predictive Analytics & Automation advertising
Today, thanks to machine learning and artificial intelligence, it is possible to use new data combined with historical data to predict user behavior. You can use these predictions to offer content tailored to your users’ behaviors and anticipate your strategy to match your marketing goals. The customer journey is more complex than ever, spanning multiple sites, apps, and devices. As you probably already know, the key to a successful marketing strategy is reaching your audience with the right message, to the right prospect, at the right times. However, it has become virtually impossible to anticipate the customer journey manually. Hence the need to use automated solutions. In the last decade alone, we have seen major changes in advertising: the emergence of PPC, social media, AI, and machine learning. The protection of user privacy under the microscope Often, the data collected is used to provide personalized experiences. These unique interactions more closely match the interests and needs of your users based on their preferences or past behaviors. While the privacy debate may seem straightforward, the technologies that provide online privacy are anything but straightforward. These are also increasingly scrutinized by legislative bodies. Sensitized to the importance of respecting “digital” privacy, Internet users are expressing their concern. Although in general, they have a rather positive opinion of the internet, they have a legitimate interest in deciding how their data is used more and more. In addition, the value of data sharing is felt primarily for the benefit of businesses and less for the benefit of users. Suddenly, companies will have to take their responsibilities and proactively communicate in a transparent manner what happens to this data. So, there you have it – our definitive guide to the 34 most important digital marketing trends you can’t ignore in 2021.