Many believe that 2020 has felt like a distorted game of Jumanji. It started with a bang – to think that it would take such a dramatic turn. Well, it did. But if you’re reading this, you should pat yourself on the back for surviving eight months of the apocalypse in South Africa.
As one of the most challenging years draws to a close, it’s comforting to know how resilient business owners can be. Now that you’ve implemented those sacred contingency plans, and tweaked them in real-time, you’ve seen, first-hand, the power of digital on your business.
The digital marketing landscape is thriving – new trends are popping up around every corner. And while it might be impossible to predict what 2021 might hold just yet, one thing’s for sure; digital marketing can revitalise your business. With expert advice from a top digital marketing agency in South Africa, like Rogerwilco, you can connect, engage and convert prospective customers.
Let’s take a look at the top digital marketing trends for 2021.
Ecommerce will continue to boom
COVID-19 has made many retailers and brands transition to a permanent online operation. According to a recent report, “online spending in May 2020 was up 77%” over last year. A clear example of this is how international giant, Amazon, “had the most e-commerce growth in more than three years.” Shopping online has proven to have many benefits, with convenience being the first prize. However, with coronavirus pandemic, it has become the safest way to spend money. Consumers have become so accustomed to this “new” way of life, more importantly, the most impressive customer experience yet, that ecommerce will only sky-rocket from here on.
Growth in interactive learning and education online
Students and young professionals have found ways to keep learning online, and so have businesses when it comes to sharing knowledge. With technology, anything is possible – marketers have found that online events; be it conferences, one-on-ones or live social interactions have enabled them to gain a wider reach with global audiences. It is a cost-effective approach that yields many benefits. You can get to know your audiences better, gather data more efficiently, drive quality leads, deliver more engaging content, and build trust with your customers. To add, online events are much easier to track from a performance basis.
Even more personalised targeted ads
As if artificial intelligence (AI) and machine learning tools couldn’t be any more useful, they’re helping search engines and brands create highly segmented ads. Google Ads, for instance, are more precise than ever before. Now, brands can only show customers ads that are relevant to them or recent searches. AI algorithms are enabling marketers to gather accurate, real-time data of their customers, for example, their location, search history and interests, and formulate concise buying personas according to that information. By having access to such data, you will get a greater return on investment (ROI) for your efforts.
Voice search to benefit local SEO
Siri and Alexa have been answering our questions for quite some time. At first, it was convenient to speak to a voice assistant because it’s fast, but now, voice search marketing is overtaking browser content for questions. There are many benefits to voice search, especially from a content marketing perspective. We’ve noticed that people prefer to speak in a casual manner, often incorporating keywords into their sentences without even realising. Having said that, SEO specialists can leverage voice to improve local SEO results, as the majority of new searches are questions that include phrases that end with “near me”. This is a great opportunity for businesses to invest time in the FAQ sections of their websites, as more people are starting to request product or service information via voice search.
Video marketing is taking the lead
Since the overnight obsession with TikTok amongst Millennial and Generation Z customers, video has taken content marketing by storm. One of our recent blogs discusses how humans have an attention span of eight seconds, making it increasingly difficult for marketers to engage their audiences. B2B marketers, in particular, tend to shy away from video content creation because of the stigma associated with the “boring” industry. If anything, a short video can offer the opposite; authentic connections and a differentiating brand in such a competitive market. Other social platforms that also allow you to create short videos are Facebook and Instagram. These videos can be anything from 10-seconds to three minutes, giving you the perfect amount of time to respond to questions, demo a product and more. For more information on how to make video work for a complex brand, contact Rogerwilco, a B2B agency.
Marketing automation for efficiency
Automation tools allow marketers to customise content and communicate when data suggests so. It’s humanly impossible to monitor and manage every campaign on your own capacity. In 2021, automation is the way to go. Tap into effective software that can help you reach the right audiences, scale campaigns, personalise content and track results. Now, you will be able to view all data from one portal, in real-time, and adjust it according to performance.
Google Tag Manager gains new popularity
Google saves the day with its free tool. The more you run events, the easier it will be for generalists to track actions without bothering developers. For example, gathering online webinar sign-up leads. Forget having to review the code embedded on your website; you can now share your events with other Google Ad platforms, or third-party ad platforms, with customised messaging. Tag your website and measure the results in real-time.
Shoppable post trends are hassle-free
Much like a general omnichannel approach, social media marketing is offering customers in-app opportunities to shop. In-app shopping has become a major trend amongst the younger generations because of the convenience. Customers are reluctant to continue their search or purchase items if they have to switch between applications to make payment. Why? Because it’s disruptive. Customers want to be able to engage with a brand and shop online in one place.
Less talk and more showing with VR
At first, AR and VR arrived, and it was a fun experience. Now, VR has become a part of the marketing process. Customers are penny-wise when it comes to certain big-ticket products or services, and this is a great way for brands to actually show their customers what they can offer them, all from the comfort of their own home. These detailed interactions provide customers with memorable brand connections, increasing awareness and customer experience.
These trends are not new, but they’ve started gaining momentum as advertising companies have helped clients leverage them to WOW their customers. To see how Rogerwilco’s customised services can take your brand to new heights in 2021, contact us today for specialist marketing advice.
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