This year has been experimental to say the least and we are hoping for some stability going into 2021. But the world of Digital Marketing looks set to be as turbulent as ever, with new developments, technologies and practices in line with fresh insights and changing customer expectations. In this article, we look at some of the trends set to alter the landscape of digital marketing in the coming year. Read on to find out more.
Foster Authentic Relationships
In recent years customer expectations have changed. At first, personalised marketing was slightly uncomfortable, slightly creepy. People weren’t sure about their names being used by brands – now it’s expected. Personalisation has taken hold surprisingly quickly and is fast becoming an industry standard.
This particular DM trend is the result of more effective customer targeting and grand engagement with customers on a human level. Customers seem to respond to personalised emails that hit the mark and responsive customer service that know them and understands their usage.
In 2021 this trend will continue to develop and become more sophisticated and effective. Instead of simply segmenting audiences and using Payroll outsourcing, brands will use more customer persona to optimize for individuals more specifically. There will also be a more optimised customer service interface.
Marketing automation describes the process of using software to create segmented target audiences and detailed customer personal for marketing purposes. This can be for email marketing or customer retention strategies. It also includes certain SEO practices to enhance target audience engagement.
Marketing automation is not a new field but over recent years it has grown in sophistication and effectiveness. This trend will continue in 2021 with better software vectoring available along with new SEO strategies. The advantages of MA are obvious, you need an effective machine to target your niche audience and meet their expectations.
Whatever MA software you are using now may have to be reviewed in 2021 to make sure you don’t miss out on updates. New MA software will include better customer segmentation and more opportunities to develop important customer persona models. These customer personas are the latest fixation in DM.
By now, everyone is aware of the important or effective time SEO. If you can’t be found by search engines you don’t stand much chance in competitive marketplaces. For this reason alone digital marketers are slightly obsessed with effective optimisation of their web content.
But SEO is never static, digital marketers must always be on the lookout for changes and updates that could influence their content new and old. These changes might be in the form of new algorithms, or it could be technological or behavioural changes.
2020 saw a significant rise in the numbers of people using the Internet and more images and video content was uploaded than ever before. This content is slightly different from the written blog content of yesteryear, but it still must optimised for search engines. Expect different SEO for more diverse content next year.
Social Media Management
Social media channels present huge possibilities for businesses and brands to advertise and gather valuable customer data. They can also effectively interact with their target audience and engage them in their visions and process. For this reason social media management has become more significant.
Today it’s essential for businesses to have a social media manager to take care of the essentials and to ensure customers are engaged and listened to. Since transparency is so important, frequent open communication on social channels can often lead to a healthier bottom line.
These practices will certainly evolve in 2021 and businesses need to stay focused on developments. In general active listening is important to find out what customers are saying about your brand and related products, transparency and customer engagement are also vital.
Conversion Rate Optimization (CRO)
Unlike SEO conversion rate optimization, or CRO, deals specifically with landing pages and sales funnels. For too long these aspects of digital marketing have been ignored and cost companies money in the form of lost revenue and inefficiency.
When a customer flows and ad to landing page there’s a strong possibility they will push the wrong buttons or navigate away. Until now, this aspect of DM in the sales funnel has been neglected, but not any more.
With CRO attention is paid to how the customer behaves on the landing pages and monitors what button they press. With this data changes can be made to increase the chances of right action. This practice is set to trend strongly in 2021.