In 2021, internet marketing will change significantly. If before artificial intelligence and visual marketing were something from the realm of fantasy, now their time is just coming.
We’ve put together the most powerful digital marketing trends for you. Some of them have been on the market for a long time, others will only become relevant next year.
1. Video marketing
The video marketing trend came to the market a few years ago. In 2020, it was actively used on YouTube and Instagram: bloggers and opinion leaders began not only more often to make commercials in video format, but also to sell products on live broadcasts.
Therefore, in 2021, it is the vertical video format that will become even more popular. Buyers don’t want to waste time watching long video reviews. Marketing videos of no more than two minutes in length will work best.
According to the Cisco Annual Internet Report, 82% of consumer Internet traffic by 2022 will be video. This means that it is already worth making full use of this resource.
2. Personalized mailings
Despite the popularity of social networks and instant messengers, a good old email will not lose its relevance next year.
Research confirms that personalized emails have higher open rates and CTRs than other emails from the company. This could be one of the strongest digital marketing trends of 2021.
With the right approach, personalizing email newsletters will dramatically increase business revenue. Pay attention to automated email services. This will save a lot of time.
3. Influencer Marketing on TikTok
And, of course, influencer marketing is confidently moving into 2021 and becoming even more relevant. It is he who is most often used in TikTok.
Research shows that over 85% of TikTok marketing is through celebrities and influencers. They both increase brand awareness and increase sales.
In August 2020, according to statistics from Sensor Tower, TikTok became the most popular app in the world. So the Converse brand teamed up with millionaire bloggers and invited users to decorate their converse. The result is thousands of videos from fans of the brand on TikTok alone and 24 million views in 6 days.
Chatbots are a discovery of recent years, which, of course, will receive a new development in 2021. With the help of bots, the company creates a positive user experience and simplifies communication with the brand:
- answers the most frequent customer questions;
- works 24/7;
- reduces the workload and costs of the sales department.
Businesses can transfer from 70% to 90% of communication with customers to chatbots. The virtual interlocutor automates communication on any platform from instant messengers to websites. This is the best way to stay in touch with your potential customers and clients.
5. Augmented reality
More than 70% of companies will adopt augmented reality (AR) technologies in 2021, according to a Gartner study. Thus, buyers will be able to create a design project for their own home, “try on” clothes or find out all the necessary information, simply by pointing the smartphone camera at the object of interest.
AR will help create a closer interaction between the customer and the brand. Moreover, unlike virtual reality (VR), augmented reality is much simpler and more affordable in terms of implementation for medium-sized businesses.
6. Visual search
Visual search can dramatically improve the user experience. Just imagine, to get specific search results, you just need to show the system the desired or similar product.
Google developed a visual search engine function a few years ago. The Google Lens tool can recognize elements simply by taking a picture of them with a smartphone. For example, if you take a photo of a business card, book, or painting, you can:
- Save phone number or email address from a business card.
- Read reviews and see quotes from the book.
- Find out the history of the painting, find the author, and additional information.
In 2020, a new feature was added to Google Lens: you can now copy handwritten text and send it to your computer.
In addition to the Google tool, there is such a service as CamFind. This is an application that performs a visual search when you photograph an object from your smartphone. CamFind allows you to compare product prices simply by using a camera. Alternatively, you can find movie trailers by photographing their poster.
By applying this trend in online marketing, you can differentiate your brand from the competition and attract even more customers.
7. Voice search
“Hey, Siri” or “Okay Google” – many of us use voice search in our daily life, no less than text. 20% of requests to Google from a mobile phone are the voice.
In 2021, over 45% of all searches will be performed through speech recognition technology. Already, some brands are using voice search to improve their marketing strategy. For example, Domino’s Pizza increases sales this way.
Customers can order pizza through Alexa, a smart speaker very popular in the US. More than 38 million Americans are already using these technologies, and 65% believe they cannot be done without them.
We are confident these 7 trends will have a significant impact on marketing over the next year. At least according to forecasts of expert publications and studies. There is only one thing left for us – to check the trends in practice. Use all of these trends, or study each of them separately. Even if you apply only one, it will increase your marketing level at times.