With the pandemic having changed the entire course of how we do things, it is no surprise that marketers are looking to keep their businesses alive using any means possible. That being said, the most successful businesses today are ones that are willing to adapt, be flexible and get creative. This has also led to a super hike in newer digital marketing trends that brands are using to stay relevant.
Heading into 2021, more and more businesses are looking to tap into the new opportunities created by the innovation in technology, digital marketing and online platforms. If you are a marketer asking yourself questions like, how to transform your customer engagement? What kind of digital platforms you should invest in? Then look no further. We have curated a list of the top digital marketing trends you should keep an eye out for this year.
Probably the most basic, yet the most overlooked trend in the future of marketing is personalization. When you create advertising campaigns that target individual customers rather than the masses, you will notice a surge in conversions, sales as well as leads.
Marketing customisation is highly appealing to consumers, because it establishes brand loyalty. According to an Epsilon research, 80% of customers are more likely to make a purchase when their experience is catered solely to them. The most successful and inexpensive way to establish personalisation is through designing targeted email campaigns. But with email marketing, keep in mind: consistency is key.
- Short-Form Videos
With the decreasing attention span and the increasing boredom levels, short-form videos have established quite the foothold when it comes to entertaining or engaging your consumers. Whether it is Tiktok or Reels on Instagram, marketers need to target GenZ with catchy and captivating content using short-form video formats in order to boost sales because as they say, “content is king.”
On an average, GenZ has an 8-second-attention-span, so it will require immense creative, strategic and research capabilities to reiterate your brand values, product information and CTA in a quick and quirky way.
- Brand Storytelling
Connecting with your potential audience on a more personal and intimate level is extremely important, now more than ever. Your authenticity and vulnerability will be your knight in shining armour when it comes to establishing trust within your customers.
Every brand has a story to tell, so, all you need is to create something that your consumers will relate to, thus, making yourself appear more human. You must build a narrative including characters, conflict, climax and epilogue that focuses on the values you stand for. This will not only invoke raw emotions into your customers, but will leave them with something unforgettable. You can, thus, build long-term relationships and trust that will give you an advantage over your competitors.
An effective brand story should answer the following questions:
- Who are you?
- What are your goals?
- How did you build your brand?
- What benefits do you offer?
- What makes you unique?
- What is your idea of success?
According to a Headstream research, if people love a brand story, then 55% are highly likely to buy the products in future, 44% will share the story while 15% will buy the product immediately. Not a bad idea to dive into, am I right?
- Featured Snippets
Snippets are to SEO what oxygen is to humans. No, I am not exaggerating. With every passing second, Position Zero is gaining more and more traction. Let us first understand what exactly does it mean to have featured snippets.
Many-a-times when you type a query on Google, it will suggest an answer in a paragraph format on top of the result page. These distinguished boxes are referred to as Position Zero in the search engine results, with images and revenant information present for your perusal. Since, you shall have the answer to your query, you won’t need to click on a separate article for the same. This is called a no-click search.
Now, although Google is keeping your targeted customers on their search page for longer with the no-click search, it is also telling them that they can refer your website for valuable content in the future. The trick is to add in relatable and enticing content on that particular snippet that will draw your reader for clicking onto your website for further information.
EngineScout’s study with 3500+ regular interns users showed that, on an average, featured snippets get over one-third or 35.1% of the total click share. So, why not take advantage? A no-click search establishes the fact that your information is valuable to your readers and they can rely on you for further information.
- Conversational Marketing
Similar to real-life conversations enabling better communication, conversational commerce is also a thing! Brands are now shifting their focus from talking ABOUT themselves to talking TO the customers. This allows you to have a word with your customer regarding their problems individually and enable you to provide a better resolution for the same. These kinds of interactions make your customers feel heard and cared for.
The best way to establish a dialogue with your users is to indulge in chatbots. They help you talk to multiple consumers at the same time, at minimum expense. With about 37% of people using a customer service bot to get a quick answer during an emergency, there is no doubt that chatbots can revolutionize your digital marketing strategy.
When a customer enters your website looking for what they need or want, your chatbot should be ideally equipped to help them take action and turn the conversation in order to influence them for making a purchase. This will in turn speed up your conflict resolution process and create long-lasting customer relationships in a short amount of time.
In 2021, I am on the path to revamping my digital marketing strategies in coherence with these rising trends. What are you waiting for? Join the bandwagon to making your business grow before your competitors do!