The best marketers are constantly scanning for new digital marketing trends.
The digital revolution hasn’t quite reached its peak yet. As it continues to evolve, marketers continue to find new ways to reach their audience. So, where is digital marketing heading in 2021? Here’s a look at the 6 most notable trends in digital marketing in 2021.
#1. Short-form video
Video is the fastest growing form of content. From YouTube to TikTok, people are consuming video content in greater quantities. Humans absorb visuals like images, illustrations, and video better than written content. With so much content to scroll through, it’s easier to watch a short video than read a long article. How does this translate to marketing?
According to research, people are convinced to buy a product or service after watching a brand’s video. That’s why more marketers are investing in video marketing.
#2. Multi-channel marketing is a must
Customers want convenience and accessibility. They want to be able to interact with a brand wherever they are — at home or on the go, and on any device. That means your marketing needs to reach them on the channels they frequent and you need to provide multi-channel customer support.
The top 3 most popular customer communication channels are phone, email, and online self-service.
#3. Conversational marketing
Conversational marketing is the new buzzword in marketing. In many respects, it’s not new. Businesses have been engaging in conversations with their customers for years. Social media is one channel; live chat is another. In fact, the success of live chat is probably what put conversational marketing in the spotlight.
Conversational marketing is about talking to your customer when and where it’s convenient for them. That could be a live chat but it could also be Facebook Messenger, WhatsApp or another type of communication channel.
#4. Data-driven marketing
The most successful marketers scrutinize their data in order to better serve their customers. Businesses are acquiring more data than ever before. That gives you access to an incredible amount of consumer insights that can be used to direct business strategies. It’s right there at your fingertips, if you have the right systems and marketing geniuses to interpret the data.
Analyzing marketing metrics has become one of the most sought-after skills in digital marketing.
Your marketing data can tell you:
- How much traffic your website gets, how long they stay on your website, and how many pages they visit.
- What products or services sell better than others.
- How effective your marketing campaigns are at attracting new customers.
- How many customers you are retaining and how many are lost over a certain period of time.
- What your email open and click-through rates are.
- What social media content attracts higher engagement rates.
- Your customer satisfaction levels and the areas they are happy or unhappy with.
- How engaged people are with your brand.
#5. Social media listening
One reason many businesses fail their customers is because they don’t know what they want or what their frustrations are. They don’t have their ear to the ground. If you find that your marketing strategy isn’t resonating with your customers, it’s time to find out why.
Put aside your beliefs about your brand and tune in to what your customers are saying. Social listening and media monitoring are connected. Media monitoring tracks brand mentions. Social listening goes a step further to analyze those mentions to determine what’s behind the positive or negative sentiment.
#6. A greater focus on customer privacy and security
Security breaches and data leaks have placed consumer privacy and security in the spotlight in recent years. When customer’s private data is exposed, their trust in your company is compromised and it can be hard to regain it.
Globally, many companies are implementing stricter security protocols to keep customer’s information safe. Customer verification protocols like two-step authentication, biometric identification and Know Your Customer (KYC) verification are commonplace.
Marketing also needs more permissions from customers to opt-in to email subscription lists or receive promotional communication.