Why is digital marketing even more trendy
You will not be able to ignore these digital marketing trends in 2021
At the beginning of last year, no one could have predicted what developments should await us in 2020. We have now got used to the changes and can plan a little more carefully for 2021. Many of the predicted trends result from the restrictions in everyday life that continue from 2020 this year as well. 2020 brought us new e-commerce and social commerce options in particular. Much of what previously only seemed to go offline was suddenly conceivable online. SocialMediaToday has compiled seven trends for digital marketing that can serve as the ideal guideline for your marketing plan for 2021.
1. Live streams
Live streams and videos have become increasingly important in the course of the corona pandemic. Even before that, a lot was pointing towards video content, but due to the lockdowns and work from the home office, live streaming experienced a boom. After all, on the one hand, many events that would have taken place offline were now held online. On the other hand, many people had more time at hand that they spent online to socialize. There are now many ways to hold events online or to reach many viewers with live streams. Facebook has recently started offering paid event options and live streams on Instagram, which can then be posted as IGTV, are a good alternative.
2. Purpose-driven Campaigns
In 2020 brands were faced with the decision to what extent they would like to comment on the events of the year. For many, the crisis created opportunities to do something good for their own branding. In a year of uncertainty and fake news, consumers clearly valued transparency. A report from Deloitte states:
Brands need to be deeply attuned to why they exist and who they are built to serve.
In addition, purpose-driven campaigns achieved great success. SocialMediaToday cites the campaign by Hilton’s #HotelsForHeroes or Chanel as positive examples, whose sewers sewed masks inside instead of designer outfits. In Germany, too, many small companies started meaningful campaigns and were able to help and at the same time collect points from their customers.
3. User generated content
Consumers want confirmation that they are making the right decision before making a purchase, for example. User generated content can support companies in this. Nobody likes to make the wrong decision, and UGC can be of great help when it comes to building trust with customers. In addition, good UGC improves the customer experience, after all, it strengthens communities, is fun and is relatable. An extreme example that took place on TikTok is the musical Ratatouille, which was built almost entirely from UGC and sold tickets to support the American organization The Actors Fund.
Many consumers are conscious of sustainability growing more and more. Accordingly, companies should do their part here to create a greener future. 81 percent of those surveyed in a Nielsen report said that they are in favor of companies acting in an environmentally friendly manner. Many brands are already relying on more sustainable alternatives in production or in the packaging material. Customers are now often looking for precisely these providers. This means that sustainability and environmental protection are topics that can serve as distinguishing features. For example, IKEA scored with a sustainable message in the Christmas spot 2020.
A study carried out by Accenture shows that the cultural shift towards greater diversity also influences purchasing behavior. 29 percent of customers said they no longer buy from brands that do not place sufficient emphasis on diversity. Companies that openly rely on a high degree of diversity can collect strong bonus points here. But where do you start here? In an interview, Guy Merrill, Global Head of Art at Getty Images and iStock, explained how transgender people can be portrayed authentically.
6. Voice and Visual Search
In 2021, findability will play an even greater role in the search. Particular measures should be taken for the visual or voice search. Because these two trends will also play an important role in 2021. More and more people are searching through voice-based tools like Alexa. Visual searches will also increase, so predicts SocialMediaToday. Anyone who optimizes their website early on and, for example, focuses even more on alt texts, can benefit here. Retail Customer Experience estimates that early adopters will be able to significantly increase their sales in 2021:
Early adopters that redesign their websites to support visual and voice search will increase their digital commerce revenue by 30%.
7. Easy-to-Consume Content (Podcasts)
Podcasts also made a big leap in 2020 that will continue in 2021. Consumers appreciate easy-to-consume content, which they can have on the side when they spend more time at home. Podcasts in particular have proven themselves, which is increasingly attracting advertisers. According to the Financial Times, more and more advertisers are investing their money in podcasts, which suggests that the trend will continue into 2021.
With these seven tips, companies that want to improve their reach or strengthen their branding in 2021 have a guideline at their fingertips on where the journey could go this year. We will see to what extent the rest of the time at home influences the behavior of consumers and which unforeseen trends may still prevail.
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