Digital marketing is still in motion, like every creative industry.
New technological breakthroughs and the way audiences experience advertising enable advertisers to be flexible and always two steps ahead of the next central marketing pattern.
Digital agencies need to move even faster, reaching their clients not where they are but where they will be, while customers begin to get comfortable with digital marketing trends such as automation, personal smart technology apps, AI, and voice activation.
Technological progress is naturally a game of attrition. Only the most effective, best instruments and services survive. And in light of the current COVID-19 pandemic, that was vividly evident this year. Marketers and clients are more than ever living their lives online now when the disease has driven individuals to work from home, professionally, and ignore each other.
Around the same time, an emerging public social conscience has pushed advertisers to change their tactics to match the global zeitgeist, resulting from protests like the 2020 referendum, Black Lives Matter, and the pandemic.
But in this weird new world, massive openings have arrived for digital marketers to get imaginative. We will take our crystal ball out here and look at nine digital media trends that will dominate 2021.
AI goes on automating Everything.
A few years ago, AI was the name of a film made by Steven Spielberg. Yet today, we know it as machine learning or artificial intelligence. And it is there, with digital marketing in particular.
The latest ad ban on Facebook is a prime example. Facebook has made its Campaign Budget Optimization (CBO) functionality mandatory, in addition to making advertisers adhere to an absolute ad cap.
A Renewed Branding Interest
For several brands, the pandemic has made for a more challenging market place. This year, forced closures sent corporations fleeing, and many are still far from recovering. But with the lockdowns, on the bright side, expanded eyeballs have arrived online.
When firms adjust to the pandemic customer’s demands, they need a new way to do business digitally. In 2021, digital marketers have a tremendous chance of helping companies see the potential of messaging once again by relying on a mindset of “in this together,” beyond providing e-commerce options when there were once zero or helping companies get a website and running.
In March, in Brazil, Canada, China, France, Germany, India, Italy, Japan, South Africa, South Korea, the United Kingdom, and the United States, Edelman polled 12,000 individuals and found that 71 percent decided that if they feel that a company is bringing benefit on people, they will permanently lose faith in that brand.
A sense of integrity and trustworthiness has never been more critical, and the feeling of going into the new year can be strengthened by strong branding.
Seamless integration turns into a necessary one.
The way all does business has evolved, and after the pandemic has ended, it is unclear which of those changes will be lasting. This suggests that firms would need digital marketers to enable the public to appreciate their new or updated offerings.
For example, the “brick-and-click” shopping model is increasing: an interactive online-IRL model in which a customer may buy a product on their phone and then pick it up curbside.
Omnichannel messaging would become much more relevant as more organizations move to this model, particularly during the pandemic. Campaigns that can deliver experiential ads can introduce a broad audience to a company, such as a live experience performed online.
At Mentality that Places Values-First
For years, ignoring hot-button questions may have been the marketing mentality, but the idea was no longer in 2020. To be aware socially and take a stand, customers are searching for brands.
There are numerous ways to do this, some bolder than others, but the main takeaway is that the digital marketers’ debate is expected to shift away in the next year from “should we…” to “when should we…”
So take the lead from other companies who, including Airbnb, have already made tackling social challenges a cornerstone of their business.
Voice Search’s Growth
“Alexa, add eggs to my shopping list” is becoming as popular on paper as jotting down a grocery list. Consumers are enjoying merely saying what they want through better voice search, from movie orders to directions. In reality, 20 percent of all mobile searches are performed by voice, recorded by DVS Interactive.
Therefore, marketing tactics must be tailored to accommodate this new kind of search language. This means that the difference between how a search is typed and how it is spoken is analyzed and heard.
Visual Search’s Advancement
In addition to voice search, visual search in 2021 is also going to be a rising issue.
A customer will search for what they see by using Google Lens, which suggests that image alt-text is taking on a whole new level of meaning. Instead of only focusing on SEO, advertisers would need to enhance image sitemaps for photos that search engines find and use descriptive filenames for such images.
And for hesitation, there is no time. Retail Customer Engagement predicts that “early adopters redesigning their websites to promote visual and voice search will increase their revenue from digital commerce by 30 percent by 2021.”
Although the technology is still in its infancy, others suggest that customers are already demanding the instrument, and among them, they are the savviest. According to Business Wire, a study from ViSenze showed that 62 percent of Gen Z and Millennial users expect to have visual search capability.
What is the takeaway, then? Get complacent and happy to be lapped off. In 2021, intelligent digital marketers will keep track of both voice and visual search and improve their SEO for both.
Do not you want the headache of following all the trends of digital marketing yourself? Connect with the experts at Cynere. We watch the developments in digital marketing so that you do not have to.