So far, the digital marketing trends for 2021 seem to revolve around two distinct and almost opposing concepts: on the one hand, there is a certain general humanization, addressing real issues and tailoring content to individuals. (as opposed to mass communication), so as to engender more personal engagement. And on the other hand, we see the birth of much more mechanical and technical optimization, allowing us to further refine SEO and marketing campaigns.
In this article, we’ll take a look at the top 10 digital marketing trends for the coming year, so you can get ahead of your competition. Without further ado, here are the new techniques to integrate into your marketing strategy in 2021.
Here are the top 10 digital marketing trends for 2021:
- Inclusive marketing
- Optimized snippets and zero-click searches
- Sustainable marketing
- The fight against ad blockers
- Image and video referencing for visual research
- Interactive content
- Customer segmentation
- Local SEO
- Old trends still in fashion
- Visual messaging adds impact
1. Inclusive marketing
One need only takes a look at the newspaper headlines to realize the importance of the concept of inclusion in our society today. Every day more and more of us (especially young people and marginalized groups) want to create a more realistic and equal representation of society in the content offered by brands. Or more precisely, we no longer want to see the “homogeneous” content that we are used to.
In 2021, digital marketing aims to be inclusive, dealing with topics that affect all individuals in society, regardless of their origins, sexuality, religion, etc. This also includes people with physical disabilities, as well as those affected by learning disabilities, and concerns all types of content: images, videos, blogs, product lines, etc.
2. Optimized snippets and zero-click searches
For many years, the goal of SEO has been to get your website or advertisement at the top of the search results. From 2021, the primary focus will be the same, but to be on top of zero-click searches.
The “zero position” refers to the optimized snippets of Google pages, and this is where the digital marketing and SEO trends of 2021 are giving top priority. Position zero works differently from other results: first, it is separate from the other results and sits in a small area of its own, at the very top of the page, but more importantly, it directly displays relevant information hoping to respond to questions. user questions without having to click anything. Hence the name “zero-click search”.
3. Sustainable marketing
As with the trend in inclusive digital marketing, in 2021 we are also more concerned than ever with the environment. Consumers want to make sure the brands they donate their money to are just as concerned about the state of the planet as they are.
Note that 81% of consumers believe that businesses should help improve the environment. This explains the increase in sustainable and environmentally friendly brands, especially among young consumers. But it goes far beyond the “green product” market, and all brands stand to gain from adopting environmentally friendly and sustainable practices.
4. The fight against ad blockers
Not all digital marketing trends this year are positive and progressive. In 2021, it is also a question of overcoming important obstacles, such as ad blockers. While it is estimated that 27% of internet users will be equipped with ad blockers in 2021, many marketers are seeing their primary traffic flow automatically cut off at the source, including for their PPC campaigns.
First, check the extent of the damage by analyzing your advertising data. Depending on your target audience as well as where you post your ads, the damage can be negligible.
If your ads are blocked, the best thing to do is adapt. Don’t waste time trying to convince your potential customers to change their own preferences. Readjust your ad budget to make it fit for other more successful campaigns, such as influencer marketing or sponsored content. Either way, younger audiences don’t respond very favorably to ads and are much more likely to be interested in influencer marketing. To adapt to the situation.
5. Image and video referencing for visual research
To take advantage of the increased number of visual searches, make sure your image and video SEO campaigns are on target. Start by applying the basics:
- Always add the textual alternative to the description of your images
- Add images to your sitemap or create a sitemap specifically for images
- Add your target SEO keywords to the filename of your images
- Use high-quality images and videos
Also, don’t forget to familiarize yourself with Google Lens, especially if you are in e-commerce. If you manage to manage your SEO properly, you will be successful in diverting web traffic from your competitors when users search for images.
6. Interactive content
Interactive content is part of a larger trend towards personalization: by giving users the opportunity to give their opinion or answer certain questions, they feel closer to the brand in question. Remember that interactive content can be a great way to collect data about user preferences, for example, to improve your site or your products.
7. Customer segmentation
Segmenting your customer base is another trend in digital marketing that is not new, but has only just been appreciated at its true value. The idea is simple: instead of creating a few large marketing campaigns targeting a large audience, it is better to have a large number of small marketing campaigns targeting specific audiences.
This strategy works best for personalization and customer engagement because your followers receive handpicked content especially for them. Aside from mailing lists, you can apply customer segmentation to your ads, categories of content on your blog, and your content on social media.
8. Local SEO
Google frequently updates its local SEO algorithm. Therefore, you should also constantly update the appearance of your business in local search results. In a way, local SEO is even more powerful than SEO alone, because people who search for a particular type of business based on their geographic location have more intention to buy than others. It is therefore easier to convert them.
To get started, you need to be “verified” by Google. To do this, register on Google My Business and take control of your listing (or create a brand new one). This will allow you to rank higher in Google SERPS and also give you the option to add additional information about your business.
Integrate local keywords into your SEO strategy as well. Obviously, prioritize the name of your city or town as the main keyword, but also think about related keywords. If, for example, you are near a famous monument or a popular place, mention it once or twice.
9. Old trends still in fashion
Some of the best digital marketing trends of 2021 are not dated 2021. Many of them were born last year, or even the year before, and are still booming. If you still haven’t put them into practice, now is the time to get started.
10. Visual messaging adds impact
Video marketing is likely to be the backbone of digital marketers in 2021, with visual commerce playing a bigger role in the shopping experience in 2021. Brands will need to engage consumers through product videos to help strengthen confidence and to offer inspiration through crafts and visuals.
Visual commerce will also be a shopping trend in 2021, as contact-less shopping continues to provide peace of mind. Lots of brands will likely feature larger images and create 360-degree images or videos for top-selling products. Reusing user-generated content on product pages can both generate interest and create a tangible connection while helping to keep costs down.