Five Digital Marketing Trends You Have to Jump on in 2021
No one was ready for the life-changing chain of events that took our planet by storm during 2020, but we’re willing to bet that marketers were quicker to adapt to the new normal than most. Even before life as we knew it transformed overnight, marketers already lived on the “OK, this is how thighs are, what do we do now?” mindset, especially those who focus on the digital world.
We’re used to things changing fast and we’re always looking to learn skills that will help us thrive in new conditions. That’s why you’re here, isn’t it? So, even though we’re still not sure what 2021 has in store for humankind, here are a few digital trends that will get you more prepared for navigating life in the digital world.
Video is no longer an option, it’s a necessity
In its “State of Content Marketing” report for 2020, SEMRush found that visual content is critical for performance, but not just any visual content. Video is the MVP of content. Posts with no videos drove 92% less traffic than those with at least one video. That’s a HUGE difference, so if you’re looking to get more traffic in 2021 (and who isn’t, right?), video should be on the top of your priorities list for content strategy.
Ai for hyper-automation
The automation software market is already huge and it’s predicted to rapidly grow in the next few years. Automation has a few advantages that can make the difference between gaining a loyal customer or a new detractor. For starters, is a great tool to create consumer-based marketing segmentation and to generate leads and conversions, but also, it’s your best ally to offer a personalized customer experience. Automation has also some extra benefits for companies like reducing costs, saving time, a multi-channel approach, and higher retention, engagement, and purchase rates.
User-Generated Content
Although for some the word “influencer” can be imposing, confusing, and even annoying, user-generated content outperforms brand-created content by a lot. Influencer marketing is the new word-of-mouth. And yes, this is not a “new” trend, but it certainly gained momentum during these new social distancing times, plus, it has the added value of being content that feels more authentic and relatable. According to AdAge, 63% of consumers trust influencers’ opinions of products much more than what brands say about themselves, and 58% of people have bought a new product because of an influencer’s recommendation.
Virtual Events
Even though we turned to remote meetings in times of need, they’re not going away anytime soon. In 2020, live video watching grew immensely, and it’s calculated that viewers watch live content 3x longer than pre-recorded content. With the uncertainty of when real-life massive events will be part of our lives again, virtual gatherings are going to be the new normal. Also, it has some advantages. For example, Travis Scott’s Fornite concert amassed 12.3 million concurrent viewers in-game alone. The concert was also broadcasted through other platforms like YouTube and Twitch, which increased the viewership over the following days.
Stand for something important
2020 was a historic year for more than a global pandemic, we also saw a massive rise in social and political activism, which also led to brands figuring out that being neutral in times of turmoil is not enough anymore. Consumers are more invested than ever in supporting brands that share their values and beliefs, but there’s a chat, though: It has to be authentic. Jumping on a social issue just to gain visibility can backfire if your brand is not actively investing in it. Remember the Pepsi-Jenner fiasco? Yeah, let’s NOT do that. Instead, work your way out from the inside. What does your brand stand for? What are you doing to make a positive impact?
