The digital marketing trends for 2021 look as if they are turning around two distinct, however almost contradictory, concepts:
- The first is a general humanisation, which addresses real issues and tailors content to suit the individual (rather than mass appeal) for more personal engagement.
- Second is a much more mechanical as well as technical optimisation, fine-tuning the behind-the-scenes areas (such as SEO) and how you structure campaigns—the nitty-gritty that your satisfied customers don’t see.
At one time, artificial intelligence, data-driven marketing as well as voice search engine optimisation (VSEO) were ambitious concepts that bordered on the ridiculous. Today, these groundbreaking digital marketing trends are among the top priorities for most business owners in 2021.
If your company has any intention of staying competitive in today’s online landscape, you must adapt to the rapidly developing changes in digital marketing. Each company is a victim of Digital Darwinism, which is the evolution of consumer behaviour when society, as well as technology, evolve faster than the ability to exploit it. Digital Darwinism does not discriminate. Every company is in danger.
Don’t be fooled: We are living in a time when technology marketing moves quickly. Consumer interests and behaviours are difficult to predict. Digital marketers are no longer able to stick their heads in the sand and hope that educated guesses – as well as the same old methods – will work forever.
Social Media Retains Dominance
Companies should be prepared to allocate more resources to social media marketing in 2021. Social media budgets accounted for 24% of the entire US marketing budgets in Q2 of 2020, which is up from 13% the previous year.
During the COVID-19 pandemic, marketers are more and more making customer retention a priority. This will stay well into 2021. The pandemic has drastically boosted the amount of time individuals spend online which encompasses how they research products, brands and organisations.
This consumer shift establishes new opportunities for digital marketers to increase their reach with new audiences as well as re-engaging with long-time customers. For a nominal fee per month, a good social media marketer is able to create a content plan, make regular social media posts, monitor and drive customer responses in addition to attracting new business. If your small company has been putting off adding social media services to your marketing mix, now’s the time to add these in.
Changing Use Of Search Engines
With the growth of mobile as well as voice search, individuals are changing the way in which they use search engines such as Google. Being the number one result in the search engine result pages (SERPs) is no longer necessarily the primary aim your business should be striving for.
Featured snippets – as well as other “on SERP” information – means that you don’t need to necessarily click through to a website in order to get the information that you’re looking for anymore – it’s readily available on the Google search results page.
This on-SERP information may appear in a number of different places, however, the most sought-after position is right at the top of the SERP before the organic listings appear. This position has been christened “position zero”. Because it’s often the only information which a searcher will view, it’s very coveted. Over 60% of search results that are returned by Google now are seen to be featured snippets.
Brands are still trying to learn how to achieve the erstwhile “position zero” as it requires diverse SEO techniques as opposed to those employed for a normal listing in the SERPs. If you are able to be the first in your industry to get there, you’ll have a massive advantage over your competitors. So expect to see more SEO businesses offering this service over the next year. In addition, you should pay attention to the latest best practices for optimising your content.
To be the best digital marketer out there, you need to have a good grasp of the fundamentals of digital marketing.
Check out our Advanced Digital Marketing Course to find out how you can learn these skills.
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