2020 has been a year of painful events and gruesome happenings. Whether it is the natural calamities like the destructive wildfires and typhoons or our pugnacious nemesis- COVID-19, the way all the businesses use to function has changed with the ongoing times, and staying inside and working from our homes has become the new normal. With more and more trust being put into the digital world, companies relying on digital modes of business & marketing are surely going to hit new heights. Through this blog, we are taking you through some of the trends that will rule digital marketing in 2021 and promises a wider window of chances and opportunities for brands that are ready to become agile and savvy.
Let us talk about some trends in the world of digital marketing that will help you plan a skyrocketing strategy for your brand in 2021 and beyond. The time for every marketer to look for online opportunities and pay a closer look into the world of digital marketing is now. In modern times, marketers need to be nimble and adaptive as well as truly flexible to be able to attain a top spot in the red ocean.
Digital Marketing in 2021- What’s Coming Ahead
Before we embark on the ideas and strategies that will talk about the changes in digital marketing in future, let us tell you that it’s not all thorns and the future of digital marketing in 2021 and coming years is very bright and blooming. Here are some of the most evolving and ruling digital marketing trends for the upcoming times.
1. Core Updates and EAT
The most recent case studies on digital marketing in the future have revealed that the quality of the content you post is the basis of where you belong on Google search. The websites following the EAT ( Expertise, Authority and Trust signals) algorithm, will always find space on the front pages of a Google search.
This is because as the number of people on the internet is rising, the chances of fake and unreliable information are rising simultaneously. Keeping such threats in mind, Google has designed strict algorithms to filter quality content from repetitive information. So invest in quality and authentic content if you wish to hit the top charts
2. An Ode To Social Media
Every progressive thinker should be ready to invest their time and money in the world of social media marketing. With platforms like Instagram, Facebook, etc becoming mightier every year, social media has become unbelievably resourceful and promising in bringing new business. According to a study, social media comprises around 24% of the overall marketing budget of the US in the second half of 2020, which was 13% last year.
Since a majority of people spent a considerable amount of their time on social media during the pandemic, it has become a place where marketers and brands can easily connect and reconnect with their customers. Therefore, investing in a good social media plan that includes quality and catchy photos, videos, Q&A, etc is what many business houses are looking forward to in the coming times.
3. Incorporating Voice Search
A study conducted by Hubspot found out that around 39% of people have used voice search as a medium of internet surfing. However, 45% of the study group were unaware of what a voice search is. Predictions and research have proved that voice search based surfing on Google shows different results compared to the results shown when you normally type and search.
This means that there is a hidden potential in voice searching to become the next best friend of websites looking to achieve a first-page display on Google. Content designing and optimizing is different for voice searches.
It is more crisp and conversational so that it can easily get captured by a voice detector. Therefore, the clearer your words, the more will be your traffic. More and more people are shifting to this medium as it is becoming capable of accurate syncing with each passing day.
4. Evolutionary Content Marketing
With the Google EAT algorithm being implemented, bids are on every content that holds the potential to be authentic, interactive and fresh at the same time. Research has shown that interactive content that has the potential to grab eyeballs has been a major missing in the world of digital marketing in previous years. Around 43% of the content was simply project-based, 30% of the content was based on persona and only 12% of the content was journey focussed.
The new trends demand a greater focus on persona and journey- based content.
Interactive elements in the content can boost up interest as well as draw more traffic by increasing visibility. Ideas like quizzes, games, surveys, contests, etc are some of the greatest options when it comes to the trends of digital marketing in 2021. The contest is considered one of the most involving techniques of social media marketing.
5. Influencer Marketing- A Revolution
It has been several years since the concept of influencer marketing was introduced and it has proved to be a huge hit since inception. The rise of social media marketing has made influencer marketing even more effective and in demand.
Having said that makes it clear that influencer marketing is here to stay and will be a trending domain of digital marketing in future. Influencer marketing is very effective in grabbing the audience’s attention to your products and services.
Bonus- A recent guideline published in Business Insider found that people liking sponsored posts on Instagram has gone up by 76% during the COVID-19 crisis.
People highly believe in their favorite celebrity’s recommendations and tend to copy the same as a sign of their loyalty. These influencers have seamlessly become a brand of their own and are a great source of marketing.
Previous studies have concluded that by 2020 brands are estimated to spend around 25% of their marketing budget on influencers, which means they will be investing $10 billion of their budget just on influencers to promote their brand identity. Interesting!
6. Your Best Buddies- PPC & RSA
PPC (Pay Per Click) has been in the world of digital marketing for a while now and will keep ruling the world of digital marketing in 2021 as well. What makes PPC so special is its AI-based functioning that rightly detects how eager someone is to buy a product and shoots ads right in front of their eyes every time they open a search engine or a web page.
Modern PPC technology is completely automated and thus surely saves marketers a huge chunk of their time spent on campaigns.
RSAs (Responsive Search Ads) have now become Google’s default option and are highly being used in place of PPC. Unlike older PPC ads, RSAs are purely based on Google AI. Therefore, most of your work is done by the AI. Your only work is to feed it with different content with well-defined headlines and leave the rest on Google.
Bonus- Go ahead by feeding 8-10 headlines, 2-3 titles with keywords and 1 brand title for successful RSA results.
7. Conversion Rate Optimisation (CRO)
These days conversions might have become one of your daily encounters if you frequently visit links that pop up on social media. The basic principle that conversions run on is- bringing people to websites and turning those visits into revenue as an outcome.
Conversions are the forms that some sites ask you to fill before they take you further. For example, asking you to fill a small form before downloading an Ebook. These websites collect this data and calculate the total number of people who reached their desired goal: how many people visited your site and what did they do once they filled the form.
Prioritize personalization when it comes to CRO. Results say that 80% of people end up buying when their user experience is personalized.
This personalization can be based on the demographics of the users, matching their psychology and gaining their interests. The impact of such conversions with refined and personalized results can be significant in coming times
8. Video and Live Video Marketing
The psychological impact of videos on viewers has been unbeatable and continues to grow. More than 50% of people watch videos on Facebook, Instagram, and Snapchat every month. The numbers are going wild with every research.
A study by Grabyo states that more than 75% of people in the US use social media to watch videos daily. But regardless, YouTube continues to be the most visited video platform.
Do you know?- YouTube is the world’s second-largest search engine. It has 60 billion users from the US who watch videos daily. (Statista)
With the world focusing on more easy and understandable results, video results have also become a major part of SERP (Search Engine Result Pages). Since more and more search comes based on the recent readings and latest creations, marketers can increase their ranking by posting fresh content religiously, in small intervals.
Similarly, the world of Live video is taking a splurge as things are becoming online and are here to stay at least for the coming year. Things are shifting to the virtual world and so should you.
Digital marketing in 2021 will be all about people. Omnichannel marketing is also going to spread more in the market. The more valued you make your customer feel, the better the results will be.
Doesn’t that sound like how you feel when you are in a romantic relationship? Well, the brand-customer relationship is no less. After all, we are keeping the customers on a pedestal and making them the center of all our thoughts!
People are more likely to continue shopping and surfing online. So your investment in all the ads, videos, content, SEO, SMM, etc is never going to be a bad idea even when this phase of calamity is over. There are various advertising agencies that provide digital marketing services, you can also take help from them.
The above strategies and many more trends will become a part of the family of digital marketing in the future. There is no question on the fact that COVID-19 has rattled the situation and people are still wondering clueless but surely things will take a turn.