COVID-19 pandemic has changed not only our lifestyles but also the way companies run business. Many of us will continue working remotely or in a hybrid mode. This trend might become a new standard. But how to acquire new customers, retain the remaining ones, and generate more traffic, leads and revenue in the new normal?
Let’s forget about all the related articles we’ve read in early 2020 and see what new reality brings us.
Next year, content maintenance should stay in focus. Blog posts, white papers, videos, social media posts, etc., remain an effective way to deliver long-term value for businesses. But how to create and communicate unique content?
Apart from being relevant and qualitative, future content should also be interactive. This trend has been developed by increasing voice search, image search, and AI and machine learning development. Video content, interactive content in the form of polls, quizzes, contests or calculators, virtual, augmented and merged reality, ads that require swiping, clicking, or other kinds of interaction, also serve marketers as a tool for:
- Educating the visitors;
- Creating brand differentiation and identity;
- Grabbing attention and retaining it;
- Conveying a brand message;
- Engaging (4 – 5 times more page views than static content);
- Lead conversions;
- Measuring metric and data collection.
Don’t underestimate video content. Remember that events and gatherings stayed out of the game? Thus, video is an effective way to communicate your message and educate your audience. People want to get information and learn ASAP. So, use video marketing.
In 2021, video marketing will compete with text-based content and probably win due to its power to grab attention, delight, and engage with the audience. Today’s speed of information delivery and perception made video content more efficient. Mostly we prefer to watch a short video about a product or service, rather than read a boring article about it. As our smartphones became nearly extensions of our bodies (in terms of entertainment, communication, toolkit, and even work), they serve as the direct and fastest conduit of video content to consumers.
Acceleration of video marketing will involve AI and a combination of influencer marketing and live streaming. This will enable creating a powerful visual tool for boosting engagement and improving customer experience across digital platforms.
Thank TikTok and Instagram Reels, easy-to-make, easy-to-watch, short-form video ads are expected to become more popular than ever before in 2021. Good chance to impress Gen Z 😉.
And don’t forget to invest in 360-degree ads, webinars, and live VR for more refined, immersive, and customer-driven video marketing tactics.
Voice search has been well known since the introduction of Siri in 2011. However, COVID-19 has made consumers more comfortable ordering and giving information via voice search. Machines are catching up with the way people search, shop, and interact with their devices. Surprise, surprise: people like to talk!
Siri, Alexa, Google, and Cortana continue to rise in popularity. 27% of the global online population using voice search on mobile. As this trend is growing, digital marketers will need to use voice search for their strategies and content creation.
Marketers who want to target voice search users need to consider adopting a conversational approach to tone and keywords as voice search queries yield fewer (often singular) results than text-based searches.
As more and more consumers build active voice search profiles on mobile and home-based devices, digital marketers will find increased value in learning about past searches and purchases. Crafting a custom SEO strategy based on consumer voice search behaviors and preferences will likely prove more beneficial than ever before. So, it makes sense to ensure your website, app, and other platforms are optimized for voice search.
This year, 50% of all online searches were voice searches, and in 2021, this number will increase to 70%. So, keep your foot on the pedal 😊
If people get ads relevant to their personality, age, preferences, and lifestyle, they are more likely to react. Desirably with clicks. However, if ads pop up without any relevance, they are more likely to annoy and even lead to “advertising blindness”. As a result – no desired clicks and no conversions.
Today, millennials and Gen-Z generations represent the biggest buyer demographics. And they love everything to be customized! Personalized advertising is unavoidable in the future. Therefore, marketers should rely on AI in defining the target audiences and “attack” them with highly personalized and relevant messages.
And what else as programmatic advertising technology magic will help you to deliver relevant messages to relevant people at a relevant time!
You might say, “Wait a moment! But what about data privacy?” Read more about this in our related blog post.
Social Media and Influencer Marketing
Social media is a powerful tool in the hands of marketers, enabling lead generation and customer retention. You just need to know how to deal with it, as people now require more and more brand transparency and customer support.
According to DataReportal analysis, 3.96 billion people worldwide use social media today, roughly 51% of the global population. Wow…. That’s a lot!
The social media users ramped up their access to all major platforms due to lockdown and quarantine. As the pandemic recedes, the most powerful demographics will continue product research and purchase, beginning with social media platforms. So, try to be present, creative, and responsive.
Influencer marketing deserves special attention. According to Rakuten, 61% of shoppers interact with an influencer at least once a day, and 35% – multiple times a day. More than that, 87% of people are inspired to shop by influencers. In 2021, brands’ messages and products will be promoted in collaboration with brand ambassadors on such visual platforms as Facebook, Instagram, TikTok, Youtube, etc.
Therefore, influencer marketing will remain one of the most essential digital marketing trends, as they will boost engagement and leads.
Read more about influencer marketing trends in 2021 in our blog post.
Refreshing your website might not be a bad idea in 2021. Check what your competitors are doing, think about user experience, think about your website’s purpose, and look at designer portfolios.
Today’s websites are coded on CSS grids with a voice user interface, SEO elements, and even data-centric design for better visitor engagement and SEO improvement.
To be competitive in 2021, websites should feature more media such as videos, illustrations, and animations. Great design will also include tools such as chat-boxes and landing pages, and social media in design.
This may not be a complete list of upcoming trends, as the coming year will surely surprise us with new uncertainties. But we believe this “condensed” version of Adello’s vision will serve as a comprehensive guide for digital marketing professionals. 2021 will be an absolutely interesting year. Just stay tuned and get ready for the challenge!
Read more about marketing and advertising here:
- Like Batman and Robin: How Mobile Ads and DOOH can complement each other
- Why transparency is essential in display advertising
- Happy Easter Holidays!
- Google stops tracking individual users, what’s next?
- Relevance – a key success in marketing