Top Digital Marketing Trends That Will Drive Business Growth In 2021
Wilfred Obi Jr
In this year 2021, we will be witnessing a cultural transfornation for many organizations that are ready to embrace current digital marketing trends. It is that time of the year, where significat trends will drive digital marketing strategies in the short and medium terrm, with a focus on understanding where companies are investing, what they prioritize and what they see as their major challenges.
Most companies struggle with change, while leaders embrace it and so, there will be a major shift between those that are more customer centric, innovative and data driven. In regards to data management, leading companies are attempting to adapt to a new marketing dynamic, demanding that they tilt towards privacy, demonstrate transparency and continue to build trust with consumers.
So here are my top 10 digital marketing related areas that should be top priorities for companies in 2021:
- Social Media Engagement Advertising
- Content management
- Video content
- Customer data management
- Marketing automation
- Content marketing
- Mobile engagement and optimization
- Targeting and personalization
Social Media Engagement Advertising
Questions have been raised over the viability of organic posting, (especially on Facebook) where it has been found that organic reach has dramatically dropped.
Buzzsumo, in 2017 analyzed over 800 million Facebook posts published by brands showing a drastic decline in engagements. This reason is for brands to turn towards engaging through advertising to boost their posts.
Social media marketing requires both strategy and creativity and while it may seem overwhelming, its importance cannot be overstated. However, not all businesses are aware of the benefits of social media engagement. In fact, 50% of small businesses aren’t using social media to promote their business.
Not only does social media engagement increase your brand awareness, it increase loyalty and generates word of mouth.
With a customer centric approach in mind, focus should be constant interaction with your customers through social listening to know what they think about your products and services, but most importantly how to improve their experience.
The number of consumers driving conversation and communicating directly with brands is rapidly growing and there is no sign of it stemming down. Their online habits have changed, and so has their needs. Consumers are looking for content that is interesting, educational, engaging, relevant and noteworthy.
The more reason why, organizations still lagging behind in developing content, need to up their game.
It is vital for an organization to understand the importance of content and take actions for ownership. It’s not only necessary to create content, but to use the content to improve your business.
With a well structured inbound marketing workflow on ground, it will give birth to consistency and create accurate roles and responsibilities among staffers saddled with developing content strategies. Organizations should place content managers in the position to develop solid marketing strategies, and apply processes that will be welcomed and used throughout all functions.
It’s not too hard to see why video is so popular these days — for one thing, it’s an easy-to-digest format that gives our eyes a rest from the overabundance of textual information online. This is why businesses should consider integrating video content as an integral part of digital marketing to grow astronomical ROI.
Video is a versatile and engaging content format that not only gives us a real-life picture of what is going on; it’s also easy to share across multiple platforms. Consumers like it because it’s easy to digest, entertaining and engaging, and marketers like it because it can give a potentially huge return on investment (ROI) through many channels.
According to Hubspot study, 83% of consumers would consider sharing video content with their friends if it is specific to their interests. This is an indication that marketers feel more positive about the return on investment offered by video than ever, as it continues to strongly influence traffic, leads, sales, and audience understanding.
As video content becomes increasingly more affordable and accessible, it’s critical for brands to create emotionally charged videos to accompany their other marketing initiatives.
Customer Data Management
The business world has grown so big that it is inevitable to go on about your business without putting in place a data management system. Many companies don’t realize just how important their data is. Understanding it’s importance will greatly help make informed decisions about your business.
Businesses cannot survive without customers and data related to these customers is critical to every business. If there’s one thing that business owners and executives know, it’s that productivity is essential. Increased productivity means increased revenue for the business. Proper data management actually means increased productivity.
And so, not having an organized management system can result to loss of leads and customers lose trust in your business by losing their information. Keep all lead and customer information safe within a data management system for any time they return to your business.
It’s unthinkable to be engaged in business in this modern era without automating your marketing workflow. There are so many ways marketing automation can help your business which can in turn increase marketing ROI and overall growth.
Marketing automation helps small businesses stay relevant and competitive, whilst it enables large businesses keep up with the demands of their many customers within their respective industry. Therefore, benefits of marketing automation software include:
- Time saving – Campaigns can be scheduled ahead of time, meaning you can channel your working hours into other projects. Whilst this is possible with other platforms, with a marketing automation system you have the added benefit of being able to schedule different posts to different audiences.
- Increases productivity – Marketing automation frees up your marketing team’s time from performing repetitive tasks and gives them the capacity to brainstorm new ideas and boost productivity in other areas.
- Personalization – You have the ability to create a tailored and unique experience for each customer, thereby increasing engagement and boosting sales.
- Multi-channel campaign management – Keep track of all your campaigns across all your marketing channels from one platform.
- Consistent tone of voice – By unifying all your marketing campaigns, you can ensure that your tone of voice remains consistent.
- Improved ROI – By targeting customers more specifically, your marketing spend is being used wisely and efficiently.
Behind every great brand is a wealth of valuable and relevant content that really connects with the company’s audience. Content marketing is important because it answers your audience’s questions. With content marketing, you can build trust with your audience, improve conversions, connect with your customers, and generate leads.
Google will be placing more emphasis on depth of expertise compared to other factors such as link building. Organizations that cover topics with the most depth will own the future traffic flow for related queries. Google doesn’t reward your ability to just create content for one keyword, but instead focuses on how well that content fits into the context of your site.
Brands should have a better way in bringing value to their consumers apart from their products itself, and this is where content marketing plays a pivotal role. Creating valuable content requires you to understand the needs of the customer and why they might want to interact with your brand in the first place.This should be at the forefront on your digital strategy going forward.
Mobile Engagement And Optimization
As more and more consumers use their smartphones to access the internet, the importance of a mobile friendly website will keep growing exponentially. Which brings us back to customer engagement, which in turn describes the level of interaction that individual consumers have, either directly or indirectly, with a particular company or brand over time.
According to industry analyst firm Forrester Research, Inc., customer relationships are now the only competitive differentiator, making it vital for organizations to engender customer loyalty.
The challenge today is managing the complexity of marketing to the individuals. Many companies still lack a unified customer profile as they struggle to manage disparate data sources. Without that ability to center on the individual, the top priorities of 2021 are likely to be challenges as much as opportunities.
Mobile engagement and optimization depend on identifying and serving the individual, in real time and at any scale.
Ecommerce in 2021 will experience a phenomenal trend on how shoppers interact online, and it is high time for online retailers to go beyond just sending transactional emails and then add them to your standard email campaigns.
People are increasingly relying on voice assistant devices like the Amazon Echo with Alexa and the Google Home with Google Assistant to do everything, from waking them to buying products online. 75% of U.S. households will have smart speakers by 2025. Voice commerce sales are anticipated to reach $40 billion by 2022.
Artificial intelligence will also play a major role to enhance eCommerce experience. By implementing AI and AR in your ecommerce store, you will likely see an increase in conversions and a decrease in the return rate.
With more of us shopping online than ever in a post-pandemic world, 2021 will see ecommerce retailers offer customers greater choice when shopping online, both in the way they pay for and receive their purchases.
If you don’t already have a digital personalization strategy in place, I recommend making it a top priority for the beginning of 2021. To be successful in personalization, it’ll be essential to strike the right balance between delighting users with a relevant customer experience while maintaining their trust.
Companies who use personalization to help close the “empathy gap” with their customers will likely be the most successful at winning and maintaining customer loyalty in 2021. Additionally, with the increased focus on the digital customer experience, we expect more stakeholders to measure customer loyalty as a key performance indicator (KPI) for their business alongside other typical KPIs, such as transactions and revenue.
Our goal is to help small businesses achieve excellence in digital business. We are driven to achieve outstanding results to your business and boost its Key Performance Indicators.