As 2021 is fast approaching, here at Impact Image Marketing, we thought we’d take a look at some of the digital marketing trends that are inevitably going to make an appearance come next year.
The content we use to interact and engage with our audiences is about to go next level where innovation is concerned – or so we predict and our ears are pretty close to the ground!
Whether you’re a business owner or work within a marketing and sales department, it’s critical to your success that you take a long hard look at your strategy for 2021 and start thinking about the upcoming trends we’ve set out below.
Don’t have a strategy or looking where to start? We can help with that here. So, ask away!
Organic search: monitoring core updates and EAT
Throughout 2020, there have been significant impacts on organic visibility thanks to the latest core updates. These new search results should be monitored so you can continue to adhere to the latest search quality guidelines.
Forget keyword stuffing and a gazillion backlinks, Google caught onto that one in 2010 – if you want your website to perform and outrank, you need to get with the core update programme.
Organic search: looking at opportunities from structured data and SERPS features
Structured data has seen an intense revolution, and is a constantly changing facet of SEO. Throughout 2020, we saw structured snippets within SERPS which is the first evidence for a future trend.
If you’re not totally up on what SERPS, Wordstream has a great article here that explains all of the marketing jargon you probably (don’t) need to know.
Paid search: assessing the use of optimised machine learning
Many businesses may look to consider optimised machine learning as an external service, as it is now a significant aspect of paid and organic search, for example in Google Ads.
What is Machine Learning, we hear you cry. Well, expertsystem.com have a great explanation:
“Machine learning is an application of artificial intelligence (AI) that provides systems with the ability to automatically learn and improve from experience without being explicitly programmed. Machine learning focuses on the development of computer programs that can access data and use it to learn for themselves.”
Ad optimisation testing to become more sophisticated as ad platforms develop
Two-thirds of spending on digital ads currently goes on Google and Facebook, a figure which may only increase. This consequently increases the importance of optimising these platforms as part of your marketing strategies.
You can get in touch with us here.
Adoption of changing social networks
A large part of 2020 was affected by the Coronavirus pandemic, which has given rise to newer video platforms such as TikTok and Reels. In terms of social awareness, these platforms will continue to be just as popular if not more so in 2021 so we suggest you determine your best angle and reach for your camera.
Privacy wars: review the implications of increased customer privacy protection on advertising effectiveness
The release of Apple’s IOS14 has attracted some rather dramatic headlines surround the privacy of ad targeting business. Going into 2021, it may be more important than ever to find a reassuring balance for customers between their privacy, and your advertising effectiveness.
We can’t stress to you enough the importance of respecting your audience’s data. If you’re unsure, you can read this handy guide on GDPR friendly ways of communicating here.
Ensuring visuals fit zeitgeists
First impressions will never fail to be important, and thanks to innovations in interactive design, you can utilise this to boost conversions. Think outside the box and consider some of the latest design trends for your website, such as colour gradients, minimalist landing pages, various website personalisations, and many more that are likely to continue as 2021 approaches.
Using conversational marketing to increase conversions
Conversational marketing involves various forms of dialogue between your brand and your prospective customers throughout the customer service or sales process. You can use numerous communication channels to achieve this, but some of the most popular include:
Emails
Websites
Online chats
Social media
Video calls
Chatbots
Applying big data analysis and machine learning to improve customer email targeting and website personalisation
As a business, you are no longer limited to newsletter and email campaign broadcasts. Looking into 2021, you can make use of a more sophisticated approach by taking into account lifecycle engagement reporting, and consequently basing targets on this data.
Increase conversion to sales through online and offline channels
Modern technology means that there are numerous opportunities for testing, which you should take advantage of in 2010. Data from 2020 showed only one-fifth of businesses to have a structured programme which is a figure that can be drastically improved.
Improving email personalisation through lifecycle and behavioural segmentation
Using personalised email marketing techniques is showing fantastic potential for delivering effective and relevant communications to customers. Using personal and display ads as well as integrating social and the web will increase prospects and integrate channels. Lifecycle segmentation may include categories such as first-time buyers, defecting customers and inactive customers.
Who knows what other marketing tech trends will come to light throughout 2021? We are eager to find out! In the meantime, feel free to contact us here for further marketing advice.