The global cataclysm of 2020 is deeply felt in the outlook for digital marketing in 2021. The brand faces a whole new area of consumer behavior, reformed by technological advances and large-scale social movements.
It's a cliché in nature, but "everything is different now." Digital marketers and their customers must sail towards the changing oceans. Here are 10 notable digital marketing trends for 2021.
Focus on the "provided snippets" of Google SERP
It has long been the SEO's "Holy Grail" to appear as high as possible in related Google searches.
From map packages to "shopping" results to videos featured on YouTube, SERP results served as a vehicle, competing with more and more sponsored content as Google gained customer support.
However, the block has new children. A “tagged snippet" of tagged text. It is used by Google to try to answer a user's question without the user clicking anything.
Of course, this is a problem for digital marketers. How would the brand message be presented if the user could get an answer without clicking anything?
The challenge is to rank the "provided snippets". This is intriguing and provides enough information for the user to click to see more contexts.
Customer segmentation isn't new, but we expect it to reach new heights in 2021.
Leading tech companies like Google and Facebook store so much data about their users that they understand it at a deeper level than the human brain.
Manual segmentation is being deprecated. Starting with about 100 interactions, good digital advertising algorithms can microsegment your perfect audience.
Of course, the goal is to improve customer engagement and customer retention, which leads to lower advertising costs and higher customer lifetime value.
Google ads automatic ads
Automatic bidding for Google Ads started in 2016 and is expected to happen in 2021.
2020 could be the last year for digital marketers to manually edit Google Ads for optimal performance. Automatic bidding allows you to modify and optimize your ads in a better way than human digital marketers.
Does it make digital marketers obsolete? Not only when advertising is painful, but also when you can spend your time and effort on other digital marketing channels, such as general brand awareness, which is much harder to automate.
Posts available for purchase on social media
One of the big digital marketing stories of 2020, a Sprout Social survey found that 46% of Instagram users bought one or more products listed in sponsored IG posts.
Social media platforms are expected to explode as an e-commerce sales channel, with easier integration to enable users to complete their purchases without leaving the application.
Can businesses sell exclusively on social media portals? It hasn't been seen yet ... but someone will surely try!
SEO for voice search
Voice search is the next frontier of SEO. Whether you use a voice-activated artificial intelligence assistant on your computer or a Smartphone as a walkie-talkie, more and more users prefer to speak in the search bar rather than typing.
SEO experts have found that voice search gives different results than text search. In 2021, a golden rush is expected to begin to crack the voice search SEO code and further conquer its organic market share.
SEO for image search
Search engine marketing is moving from the word domain to the image and video domain, thanks to Google Lens, Google's innovative image recognition algorithm for artificial intelligence.
Google's reverse image search was just the beginning. Users can now import images into Google in a variety of contexts.
They can take a picture of a plant and enter the image as a search to find out if the plant is toxic. Alternatively, you can upload an Instagram image of your friend to geographically show a fun "fear of getting lost" snapshot of the exact location. Image search represents another flow of traffic for digital marketers to hack and include a customer's brand.
Advertising blocker arms race
Twenty-seven percent of Internet users are expected to adopt ad blockers by 2021, blocking the huge revenue streams of many digital marketers and their customers. It doesn't affect all or all traffic flows, but a sufficient number of digital marketers will feel the pressure to expect a high-input chess game to start.
We all know how gun racing works. Marketers will find ways to bypass ad blockers ... to help ad blocker developers improve their products and fill gaps ... just in time to find new vulnerabilities that marketers exploit. Forget that you are a hacker ... If you come across security and want to remain human, become a digital marketer in 2021.
Non-linear customer journeys
As online shopping grows, customers expect their brands to be comprehensive. You may want to shop, browse social media, buy now, or wait a week to buy.
2021 is expected to lose focus on a linear customer journey, a guided recognition and consideration decision-making process, and a greater to the vague constellation of touchpoints that make the brand ubiquitous on customer days. We expect to signal the arrival of focus. Everyday life
Snapchat started the idea of "fleet" content. This content lasts for a set period of time (usually 24 hours) before disappearing into ether. Snapchat users alone create 1 million snaps a day. Other social media platforms have noted the popularity of Snaps and supported it with analogs such as Instagram Stories and Facebook's My Day.
In 2021, digital marketers will be creative to take advantage of the attention of consumers who are devoured by short-lived content. The structural drawback of short-lived content is that it is difficult to automate because it cannot be reused. However, there is so much attention to fleeting content that it cannot be ignored.
The social revolution of 2020 will bring public awareness to the fore. With the front line drawn, consumers want to know where the companies they sponsor stand-politics, racial and gender identity issues, traditional values.
Rather than trying to cross the line and please everyone, we hope that companies will be on their side in the hope that their audience will be polarized into enthusiastic fans. Yes, they get some ferocious nose ... But with Twitter boycott bugs, the safest bet for brands is to bring their values to their sleeves and find their tribe. It may be that.