Everything is rushing forward, forcing us to adapt every time.
So are marketing tactics and ways how businesses are promoted in the online
sphere. Customer behaviors are changing, while people expect better buying
experiences on faster and more appealing websites. This paves the ground for
big changes on websites and in digital marketing strategies.
Unquestionably, staying up-to-the-minute with the current
trends are key for keeping up with competitors. It should be noted that
regardless of which solutions site owners opt for, be it CRO, Magento
development, or any other IT service, they need to invest loads of
time and effort before their stores begin to shine.
In this article, we are going to touch upon the main trends in
digital marketing that should be taken into consideration not exclusively in
2021 but in the upcoming years as well.
1. Showing that You
Care
The previous year showed the world that it is necessary to be
kind, to help people. We’ve learned that not only our lives should be the sole
thing that bothers us but that we must also respect others’ boundaries and
health in particular. It reminded us that besides being responsible for
ourselves we may influence the surrounding people by our mindless behavior.
But how is this illustrated in digital marketing? Brands that
pay attention to the goodwill campaigns get trust from the consumers, thus,
create a loyal audience. When a company respects inclusivity and takes
responsibility for the effect on the world we live in, it enhances its
credibility.
Statistics reveal that roughly 81% of global respondents expect companies to
be counterparts in their request to improve the environment. Sustainable and
eco-friendly brands receive a better response among the younger generation but
the older one can easily compare to that number.
As an example, the product pages of the REN Clean SkinCare website list the
principles that the company adheres to in developing its cosmetics. We see that
the company flourishes as it focuses on natural and innovative cosmetics.
2. Influencers
With marketing efforts migrating to the Internet,
do not miss the chance to employ influencers. They are people who have become
experts in their niche and attract thousands of engaged followers on various
social media platforms. Likewise, influencers create a trustworthy image of the brand.
If a credible source recommends some goods or services, it may magnetize a
greater number of leads to the website. It’s a perfect match as they create
content and build up your brand awareness.
Moschino brought the influencer marketing trend to life by
partnering with fashion influencer Chiara Ferragni. Equipped with a branded
Moschino helmet, she made an Instagram post. There she invited her audience to
watch her attend the Moschino runway show live on Snapchat.
3. Native Advertisements
Native advertising is a form of paid media that matches the
“organic” content of the resource in which it is placed. It comes in all shapes
and sizes such as articles, infographics, and videos. Native advertisements,
unlike traditional ones, are difficult to spot and provide smooth advertising
content without sticking out. They include ads that appear in your news feed on
social networks, at the top of your Google search results, or recommended
articles that appear below the one you’ve just read.
As most of the users find online ads too intrusive and use ad
blockers, native ads may come to the arena as a magic wand to raise brand
awareness. According to Sharethrough, native ads resulted in a 52%
lift in purchase intent and a 32% lift in brand favorability.
4. Branded Content
Branded content presupposes such a technique that doesn’t
involve direct advertising. Instead, it rather focuses on creating articles,
videos, and podcasts that are directly linked to a brand and bring relevant
value to the consumer.
As stated in a survey conducted by Forbes, branded content prompted 59% greater
brand recall among consumers. Besides, it triggered a 14% increased search for
more content from the brands after a single exposure.
One of the outstanding examples of branded content is the Dove
Real Beauty Sketches campaign. This experiment aimed to show that under the
influence of modern beauty standards, women around the world underestimate
themselves.
Company employees asked women to describe themselves and
random strangers to describe women. Then, based on these descriptions, an FBI-trained forensic artist drew two portraits. The result was impressive
because the women’s descriptions of themselves were less beautiful and less
close to reality than the way passersby saw them.
It caught the eye of more than 50 million people in just 12 days and 180
million times total. It drove real engagement through content and highlighted
some social causes and challenges that coincide with the brand’s set of values.
5. Artificial Intelligence and Chatbots
AI is a powerful ongoing trend in digital marketing that will evolve
even more rapidly and will entail an intensive development of chatbots. This
technology carries out direct communication with the customer or visitor at any
time of the day.
Gartner
presented statistics that by 2022, 70% of white-collar workers will interact
with conversational platforms daily. And it’s no surprise as intelligent
chatbots accelerate feedback, providing an increase in site conversion.
This is how Lyft is
implementing this cutting-edge technology in its app. The AI-powered bot allows
a chat-like experience to give the necessary information about a driver and a
car. It anticipates what questions a customer might have. Afterward, it
personalizes the experience for the passenger’s convenience.
6. Accessibility to Everyone.
85% of all Facebook videos are watched on mute. And on Snapchat, 1 out of every 3 videos is watched with the sound off. More and more people are choosing to watch videos without sound. Solution? Subtitles! By adding subtitles to your videos you can make your content accessible to thousands of more viewers. It will help you reach more audiences and add value to your content.
Adding subtitles to your videos creates another element to the viewing experience: image, sound, and now text. Subtitles are a great way to capture your audience’s attention, highlight certain words or phrases, and key your viewers into the most important messages. Creating multimedia means having multiple elements, beyond just image and sound.
You can make your videos even more searchable by including a text transcription of the entire video using VEED. To allow more people to discover your video content and ultimately leads to more views, clicks, and followers, and make your content accessible everywhere.
In Conclusion
The last year boosted online engagement sky-high as the great
bulk of mankind was left with their devices at home. We are witnessing how
trends in digital marketing are shifting in the direction of a more humanistic
and individual approach, paying attention to each other's needs, taking care of
the environment, and emphasizing the right of every human feature to existence.
These days users are willing to get immediate responses to
their requests while consuming eye-pleasing content. Whereas the
above-mentioned patterns don’t speak to a total list, it’s the first step to
begin when arranging your promotional campaigns.
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