Effective digital marketing can help elevate your brand in a matter of months. In today's ever-changing digital landscape, it can take just one successful digital marketing campaign to take you to unprecedented heights of success. Get ahead of the game as you prepare your 2021 marketing strategy. Read on to find out the top 10 digital marketing trends for 2021.
1. Artificial intelligence
When we think of Artificial Intelligence (AI), we think iRobot or robots looking to takeover the world! However, the growing advancements within AI can be of great use to modern marketers.
Experts are predicting 2020 is going to be the year Artificial intelligence fully dominated the digital marketing landscape. It's already popular at the core of the global business and is expected to increase in popularity in 2021.
An example of AI in digital marketing is Uber's use of Knightscope K5 robots to patrol parking lots to predict and prevent crime. These robots use Advance AI technology to read license plates, collect data, and report suspicious activity.
Artificial intelligence is the next best marketing opportunity for businesses, industries, and nations and will continue to be the best opportunity for at least the next decade according to Techgrabyte. AI is also predicted to increase global GDP by 14% in the next decade.
The key takeaway from this trend is that digital marketing AI can analyze consumer behavior, predict patterns, and collect data from blog posts and social media platforms to help businesses understand how their product is being received.
Chatbots are another popular way to make use of AI. They have been and will continue to be an important part of the digital marketing landscape in 2021. Chatbots use AI-based technology and use instant messaging to chat in real-time, with your customers or site visitors.
Examples of brands that already use Chatbots are Sephora, Lyft, The Wall Street Journal, Wholefoods Market, and pizza hut.
Surveys show that 85% of customer service will be powered by Chatbots, this number is projected to increase by 2021. By 2022 ChatBots are predicted to help businesses save over $8 billion per annum. Chatbot's benefits include 24-hour service, quick answers to simple FAQ questions thereby saving time and energy, as well as an instant response.
3. Customer segmentation
Customer segmentation has been around for a while but has just recently gained popularity. In fact if you are a marketer you already have great knowledge segmenting your customers.
Instead of a limited number of large marketing campaigns targeting general audiences, customer segmentation is when you have a large number of small marketing campaigns targeting specific audiences. This way the campaigns not only save you money but also has greater chances of influencing your target audience.
When you group your target audience by certain traits, this allows you to tailor your content to serve niche audience needs that would have otherwise gone unnoticed.
An example is making different lists for people who are big spenders versus those who are not. This way you can advertise to each differently based on their predicted behavior with greater chances of success and covering all bases.
4. Google Listings and Local SEO
If you own a small business, chances are you already know the importance of local SEO. The best thing to do is to ensure you keep your local listing current and verified on all popular search platforms
This is because most B2C businesses that attract customers primarily on a local level for example a local eatery, or a dentist's office. Google My Business listing provides important information about your hours, location, and services to consumers.
5. Video Marketing
Video marketing is one of, if not the, most important marketing trends today. It is likely to dominate digital marketing for the next 5 to 10 years.
Around 52% of consumers say that watching product videos make them more confident in their purchase decisions, especially In online shopping. 72% of businesses say that marketing videos have improved their conversion rate. 65% of consumers visit the brand's website after watching a video and 39% call the vendor.
Various brands across all industries use video marketing. In fact from my experience as a digital marketer, the thought is very much video first.
6. Visual SEO
Pinterest has recently jumped on the visual search bandwagon after they came out with Lens. It is a visual search tool that allows users to take a photo of an item to find out where to buy it online, search for similar products. Pinterest Lens has effectively turned your camera into a search engine and is predicted to become increasingly widespread in 2021. This is why you need to adjust your digital marketing by making sure you are optimizing for visual search. Especially categories such as fashion, food, beauty, home decor, Outfits, etc
7. Google ads
This one is no surprise. It has been wildly popular in 2020 and is expected to continue on this momentum to be an even more popular digital marketing trend in 2021
Automated and smart bidding strategies allows Google to analyze large amounts of data and adjust bids in real-time. This helps in maximizing the results based on your marketing campaign goals.
Automated bidding is available for both display and search ads, based on the bidding strategy chosen. As a tool, they must be utilized by every effective digital marketing strategy.
8. More Interactive Content
To add value for visitors and consumers, make sure to use interactive elements in your website or social media. This is not only a great way to obtain information and predict consumer behavior but also gets them to engage with your brand.
For example, suppose you are a realtor and add a simple mortgage calculator to your website. This helps keep the client engaged while also helping you learn more about them based on the data they give. This information helps you refine your personas and offer-targe
Examples of brands that use successful interactive advertising are Adidas, The NewYork Times, and HBO.
With climate change on the rise, more and more people are moving towards sustainable brands, making it an effective marketing trend in 2021. Similar to the digital marketing trend of inclusivity and diversity.
81% of consumers strongly feel companies should help improve the environment. There is a significant popularity boost for sustainable and Eco-friendly brands which is every brand can benefit by advertising their sustainable practices. Google Trends has revealed that in the 'food' category people have increasingly been searching for 'sustainable', 'local food', and 'veganism'.
Brands that use sustainability as a marketing trend are Levis and alternative apparel among others.
10. Gen Z Marketing
Gen Z has started entering the workforce and earning money. Last year saw the eldest of Gen Z turning 18. This potential audience is brand new and has purchasing power. In 2021 make sure to curate digital marketing campaigns towards gen Z by understanding what it is this generation.
A good example is the Cosmetic Instagram filters by Kylie Cosmetic. The key takeaway here is to do your research and know what your audience wants.
Digital marketing is a tough nut to crack, but with the right marketing campaigns, and a good amount of research, there is no reason why you can’t be successful. Pay attention to these top 10 marketing trends for 2021 and consider your next year sorted! It will be interesting to see what trends were a hit and what was a miss.