By Joshua Manwani
Sunday, 6th of June 2021
It is no secret that digital marketing has significantly altered the online landscape. As new technology is developed and major disruptors continue to influence digital marketing’s evolution, marketing strategies must constantly grow and evolve in order to stay relevant.
In order to understand How to create a digital marketing plan and strategy? we should also consider How to Traverse the Digital Marketing Landscape in 2021.
The year 2020 was dense with a barrage of upheavals including mass protests, Covid-19, and uncalled political tensions. These factors played a catalyzing role in the change and evolution of certain marketing trends supported by the digital marketing industry.
The sheer scale and suddenness of these factors had transformed the markets of the world, and marketers around the world were haphazardly trying to keep up with these changes.
Previously known and gradually developing factors such as stronger privacy protection laws, increased demands for transparency, and the ever-advancing capabilities of search engines like Google and Bing had also been notoriously known to keep marketers at work.
Ever since the social distancing restrictions and work from home limitations sprung up during the pandemic, people have changed the way they shop. They look at online solutions and digital services with a refreshed perspective.
At this point, in-store shopping is an inclination whereas online shopping is a convenience.
Looking ahead into the second half of 2021 and beyond, it is crucial for marketers to understand the ebb and flow of these market trends and align their initiatives/strategies to stay relevant and turn current threats into future opportunities.
Transformation of the Digital Landscape
Search intent over keyword optimization
The necessity of capturing the user’s purpose in your content has grown as Google’s ability to grasp semantic search has developed.
It’s a well-known truth that how people search for information online – frequently with only a few ambiguous words or phrases – differs dramatically from how material is built around that information.
As a result, relying solely on keywords to retrieve information that precisely fulfils the searcher’s goal might be deceptive.
According to ‘Think with Google’, the use of phrases like “can I,” “should I,” and “do I need” in search inquiries is on the rise.
To effectively answer the searcher’s queries and rank high on SERPs, these patterns clearly imply a movement towards subject optimization rather than keyword optimization.
Traditional techniques of executing ad campaigns are gradually being replaced by automation.
Expanded text advertisements (ETAs) are still popular among advertisers, but Google is pushing for responsive search advertising (RSAs) to become the default choice.
This new ad technology, which was announced in 2019, is driven by Google AI, which optimizes your headlines, text, and CTAs automatically.
All that’s required is a variety of headline and description changes. The technology then runs various permutations of the given information and creates ads that are most likely to succeed.
The information you acquire directly from your customers or audience is referred to as first-party data.
This data can include user behaviour, activities, or interests displayed on websites and applications, subscription and purchase data, social data acquired from social networks, and historical data stored in CRMs.
Apart from standard demographic information, First-Party data helps you to gain a complete view of who your customer is.
Businesses will place a high focus on collecting first-party data and investing in technology to address privacy changes in 2021.
Building first-party data assets through real value exchange with consumers will generate a long-term competitive edge in a world where consumer distrust is strong as well as the government’s regulatory framework is pushing for a reduction in third-party data acquisition.
The heightening of Social Commerce
Social networks nowadays are not just limited to communicating and interacting purposes alone, they are also now being used to market or sell products directly.
In fact, the COVID pandemic has paved the way for these platforms to keep businesses operational despite physical distancing restrictions.
For this reason, a firm may want to look at how their social media profiles are implemented going forward.
The emergence of Visual Search
Recent years have started to offer people the ability to leverage visual search when looking for solutions online.
Therefore, high quality visuals along with their associated descriptive captions can be leveraged in one’s marketing initiatives through visual search.
Focus on retention.
As previously mentioned, social media usage has skyrocketed in recent years.
With more marketers turning to social media to expand their audience, there has been an increase in competition.
As one can expect, this has resulted in higher acquisition costs.
And the extra resources needed to deal with growing CPCs and CPMs are in short supply this year.
As a result, retaining existing supporters is crucial.
Tactics to stay at the forefront of Digital Trends in 2021
Progressive Web apps (PWA)
Progressive Web Apps are cross-platform web applications that employ upcoming web browser APIs and features, as well as a classic progressive enhancement method, to provide a native app-like user experience.
For examples, Treebo created a Progressive Web App (PWA) and witnessed a 4x conversion rate year over year. Repeat customers witnessed a threefold boost in conversion rates.
The PWA created by Petlove led to a 2.8x increase in conversion and a 2.8x increase in website time.
This option is clearly becoming a lucrative option in 2021 for small businesses as well.
With voice search, a person’s query is generally answered instantaneously, without them having to navigate through the numerous alternatives accessible on the screen.
Readers prefer to skim through the rest of the entries on a search results page when dealing with text.
When using speech, the user is more likely to choose the first option that appears since it generally answers their inquiries properly.
As a result, being on the first page of a search result, or even one of the first five results, will no longer suffice.
When it comes to voice search, the winner gets it all.
82% of today’s consumers want to engage with your business and apart from reading about your product or watching a video, they want to ask questions and get convincing answers.
It is a big advantage to have employees reply to customers 24/7 but it is not possible to have your employees around that much amount of time.
This has led to an increase in the use of chat-bots on websites that quickly respond to client’s questions every time of the day.
They boost engagement with fast responses to inquiries and help you gather your consumer’s preferences through data analysis.
One of the buzzwords in 2020 was ‘omnichannel marketing’. While the phrase may have become cliched, the method is still ripe and relevant in 2021.
The process of marketing across several platforms (such as social media, apps, email, and a blog) in order to engage with prospects on more touchpoints is known as omnichannel marketing.
When done correctly, omnichannel marketing may provide a better user experience and a consistent brand message that motivates customers to take action.
What you can do
These are just a few of the many developing, and currently in-action tactics marketers are currently employing to get their organization associated with this new era of Digital Marketing.
One way even you could build your digital skills and learn how to become a digital marketer, is through courses offered by an institution like IIDM™
When you have worked on your marketing strategies but are looking for more in-depth and advanced methods, IIDM™’s Licensed Digital Marketing Specialist™ course will help take your marketing knowledge to the next level and equip you for success in this ever changing landscape.