So far, digital marketing patterns tend to be based on two distinct but almost conflicting ideas. The first is general humanization, which includes discussing specific problems and tailoring content to the user (rather than a mass appeal) in order to improve personal interaction.
Second, fine-tuning the behind-the-scenes areas like SEO and how you organize campaigns—the nitty-gritty that your happy consumers don’t see—is a much more mechanical and technological optimization.
Here are some of the hottest digital marketing trends to help one to get a leg up on the competition. Have a look at these marketing trends to your heart and integrate them into the New Year’s digital marketing plan.
The relevance of inclusivity in our present time and place in history can be seen in the front-page headlines. The number of people who want to see a more positive depiction of equality in the content they consume and the products they buy is increasing by the day, particularly among younger audiences and oppressed groups.
- In 2021, digital marketing includes a wide range of races, sexualities, ideologies, and other subjects, as well as representation for people with physical and learning disabilities. This includes not just the imagery and videos you make, but also the subjects you address on social media and in blogs, as well as the items you sell.
- This cultural change is already influencing buying behavior, according to Accenture. According to the report, 29% of customers are likely to switch brands if they don’t show enough diversity—and that number increases for ethnic minorities and the LGBT+ community.
No-click searches and featured snippets
For several years, the aim of SEO has been to get your listing to the top of the search results in “position number one.” Now, as we reach 2021, the end goal is to increase SEO visibility in “position zero.”
- Place zero applies to Google’s “featured snippet,” which will take priority over all other SEO marketing patterns in 2021.
- The featured snippet varies from other search results entries in that it is separated from the rest by a small box and appears at the end.
- More significantly, it offers additional, specific information in an effort to address the user’s question without forcing them to click on it, gaining it the moniker “no-click search.”
- Though it can seem counterintuitive to forego a single click/visit in return for recognition as a thought leader, the recognition you receive as a thought leader outweighs a single click/visit. Furthermore, with Google Assistant voice searches, featured snippets are also read aloud.
- There are a few things to keep in mind if you want to target a featured snippet yourself. To begin with, featured snippets are mainly for long-tail keyword phrases such as questions (such as “how to build a logo”).
- They come in a range of formats, ranging from step-by-step instructions to simple definitions to videos (and more), so adapt the content to the right format.
- Make sure you answer the keyword question simply and succinctly in the content itself, preferably with bulleted lists or a table structure.
Sustainability is a loud and proud statement.
- People in 2021 want to make sure that the businesses that earn their money are just as worried about the world as they are.
- There is a popularity boost for sustainable and eco-friendly brands, especially among younger consumers, with 81 percent of consumers strongly believing companies should help improve the environment.
- To make environmentalism part of your identity, you must communicate your sustainability through your branding and content.
- Depending on your branding style, there are a variety of options, such as prominently placing a banner on your website or discussing it frequently on social media.
- More subtle methods, such as branded reusable tote bags or incorporating green themes into your brand’s visual identity, are also viable options.
- The digital marketing trends for 2021 aren’t just about hope and progress; they’re also about addressing problems like ad blockers. With 27 percent of internet users predicted to use ad blockers by 2021, many advertisers are seeing their primary stream of traffic, including PPC campaigns, cut off at the source.
- To begin, determine how big of a problem you have—your ad data and analytics should tell you everything you need to know. Depending on your target audience and where you place your ads, the consequences may be minor.
- If your advertisements are blocked by adblockers, your best bet is to adapt rather than spend time trying to persuade potential customers to change their minds.
- Adjust the ad budget to match other, more lucrative promotions, such as influencer marketing or sponsored content.
- Younger viewers don’t respond well to display advertising in the first place, but they do respond well to influencer marketing, so switching is a good idea in any case.
SEO for pictures and videos for visual searches —
- You probably already know that you can use keywords to search for images and videos, but did you know that you can also upload existing images for search, or even take your own photos and search for context? If more users become conscious of these visual search strategies, the environment of SEO as a whole shift.
- You’ll want to make sure your image and video SEO campaigns are in tip-top shape to take advantage of the increased number of visual searches. Start with the fundamentals:
- In your picture descriptions, always include alt text.
- Include your goal SEO keywords in the file name of your image when adding images to your sitemap or building a dedicated image sitemap.
- Using high-resolution images and videos, such as HD.
- Additionally, particularly if you’re an eCommerce company, get to know Google Lens. When shoppers perform picture searches for items or barcodes, you can take traffic away from rivals if you use the right SEO techniques.
Material that is interactive
- This is now being accepted as a best practice because not only does interactive content enhance interaction, but it also increases the user’s enjoyment. Quizzes, open-ended questions, surveys, competitions, prizes, polls, calculator widgets, and other interactive content will work wonders for your brand.
- At the very least, they lengthen users’ experiences with you, which increases your ranking in algorithm-based searches and feeds. People, however, like to be amused, so interactive content almost always enhances the user experience.
- Interactive content is part of the greater trend towards personalization; by allowing the users to answer for themselves or have their opinion heard, they feel a more personal connection to the brand.
Don’t forget it can also be used to collect data on user preferences, such as for product or site improvements.
Segmentation of customers
- Customer segmentation is the method of categorizing the target audience based on certain attributes or habits, such as demographics or shopping preferences.
- This helps you to tailor your content more specifically to their tastes, such as creating two separate email lists for big spenders and small spenders and sending different emails to each with different items.
- Customer segmentation is another trend that isn’t recent but is becoming increasingly prevalent. The principle is simple: instead of a few large marketing campaigns targeted at a wide audience, a large number of small marketing campaigns aimed at specific audiences are preferable.
- Since your followers receive content that has been hand-picked for them, this approach works best for personalization and customer interaction. Customer segmentation can be extended to specialized advertising on various pages, groups of blog material, and social media content for multiple communities in addition to email lists.
Local Search Engine Optimization
- Google’s local SEO algorithm is updated frequently, so if you’re a local business, you should keep your business’s appearance in local results up to date as well.
- Local SEO is, in some ways, even more, powerful than broad SEO because people searching for a specific type of business in their geographic location have a higher intent to buy, making conversion easier.
- To begin, you must have your Google account verified. You can do this by registering for Google My Business and claiming or creating a new listing.
- This improves your Google SERPS ranking and allows you to provide additional information about your company to online searchers.
- Furthermore, you should make local keywords a prominent part of your SEO strategy. Obviously, the name of your city or town should be your top keyword, but you can go the extra mile by including related keywords as well. Mention a famous landmark or a unique claim to fame if your location has one.