Digital marketing is a continuously evolving and dynamic field. Trends go viral overnight and lose their fizzle as soon as something new and shiny catches the audience’s eye. 2020 was the year that laid waste to meticulously planned marketing strategies.
The position of a Digital Marketing Director becomes all the more critical in these scenarios, as your campaigns need to be agile and have the capacity to rapidly change and adapt in response to global events such as COVID 19.
Here are the top 6 digital marketing trends you must follow in 2021.
1. Leverage Communication Channels
Email marketing, Google, and Facebook Ads working well for you? Irrespective of the answer to that question, 2021 is the year to diversify your marketing portfolio. Study your target audience’s behavior.
Visual content, along with niche marketing, is booming. Instagram and Pinterest are glowing examples of this strategy. Sticking to tried and tested channels will stagnate your growth. When working with a specialized Digital Marketing Director, exploring new communication channels must be a priority for the current year.
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2. Personalization Is Your Key to Conversions
Personalization is a topic that cannot be stressed enough. A Salesforce report on customer engagement states 88% of customers expect companies to up their game with digital initiatives owing to the year that was 2020.
Segment your customer base on demographic, buying behavior, and preferences, among other variables. Different marketing strategies should be formulated according to customer personas. Personalization has become a necessity as it is expected from the customer end, something that should have been completed by yesterday.
3. Leverage the Audience Base of Influencers
Influencer marketing is when you collaborate with influencers on social media such as Instagram or YouTube. Influencers command a particular following due to their experience and expertise in that specific industry. They can introduce your product/services to their audiences.
People trust influencers who are open, provide genuine reviews, and honestly state their opinions. Collaborating with niche-specific micro and nano influencers can be cost-efficient, authentic, and result in high engagement.
4. Boost Sales by Going Local
Marketing campaigns need to be customized to appeal to the local population. Firstly your digital presence needs to be optimized for local SEO. According to HubSpot, 72% of customers did a local search before visiting a shop within a 5-mile radius. Having a Google My Business page is essential, along with a strong backlinking profile to boost SERP results.
Secondly, you may leverage technology such as geolocation services to target audiences. With geolocation data, you can send personalized messages to a small group encouraging action at your nearby local store.
5. Interactive Content to Boost Customer Engagement
Start a conversation with your customers, keep them engaged on different social media handles. You need to be active on social media platforms to stay relevant; you could post about:
- New products
- New ventures
- Upcoming events
Other activities can include:
- Polls or quizzes
- Go live
- Start a challenge
- Participate in a viral challenge
Keep it light and fun. These activities have a much positive influence on audiences as compared to corporate ads.
6. Optimize Content for Voice Search
According to a report by Statista, 33% of US households have access to a smart speaker. Amazon and Google are the top vendors in this industry. Voice searches work differently as compared to the text you input in search engines.
When typing, you put in the minimum words required. But, with voice search, you are having a conversation with the virtual assistant, so the search turns into a phrase. You can use third-party tools to identify phrases for keywords and use them to generate content that can be picked up by smart speakers.
Strap Yourself in for 2021
With the help of a Digital Marketing Director, you first need to prioritize the brand goals you want to achieve for 2021. Leverage social media platforms to increase customer acquisition, engagement, and retention. Boost sales with personalized marketing strategies. Proactively adapt these trends to stay ahead of the curve.