Bill Gates published a book named “Business @ the Speed of thought” a few years ago.
In this book, he explained how digital technology is rapidly turning the wheel for a businesses’ infrastructure.
However, if you give this book a read now you will find it obsolete because of the growth, technology has observed after its release.
The way businesses reach out to the masses, the way they market their products and services, the way they are interacting with their customers, the way things are processing in an organization, everything has transformed from a conventional process to a digital one.
A great trajectory is observed in digital marketing.
It has given a great boost to e-commerce.
A survey by Adobe’s Digital Distress showed that 76% of people think that marketing changed significantly in the past 2 years.
A survey conducted after 5 years still indicates that digital marketing is still strongly going towards dynamic changes.
We have designed this article to inform you of the hot digital marketing trends of 2021.
1. AI is getting intelligent in profiling buyers
How you make use of the AI for your digital marketing portfolio is dependent on the channels you choose to use and the goals you’ve set.
If you haven’t been working with marketing teams, which are well-versed in leveraging AI for marketing intelligence then you are falling behind in the race.
AI is getting better at profiling the buyers, based on their earlier search history.
Blueshift’s study showed that 28% of the marketers are utilizing the potential of AI to recommend products based on the search history of the customer.
Whereas 26% of them are operating it for campaign optimization. Apart from using AI to optimize sales, it is also widely used in enhancing the customer experience.
An online survey conducted by Forrester’s Artificial Intelligence showed a major proportion of businesses i.e.57% are making use of AI to improve customer experience and support system.
2. Omni-channel Marketing
Omni-channel marketing is referred to as multichannel sales which deliver an integrated shopping experience to its customers.
Consumers have gotten smart and can find us through different channels. For example, let us say a customer finds out about Spectrum Internet through a Facebook ad.
They should be directed to Spectrum’s website and not their Facebook page.
Likewise, if a customer comes across Spectrum Internet ad on some third-party website, he/she should be directed towards the site rather than that of the social media channels.
This mechanism is called Omni-channel marketing. Every channel used for marketing is interlinked and is readily available to the customers. This interconnection builds great credibility for your platform. For example, strong media signals are a ranking factor towards SEO.
Therefore, in short, in Omni-channel marketing, every utilized medium for marketing contributes towards boosting the performance of one another.
Research conducted by INVESP has shown, businesses implementing Omni-channel marketing strategy have a customer retention rate of 89%. Whereas the companies with weak Omni-channel strategies have a customer retention rate of 33%.
3. Accelerated PWA’s and AMP
It may come as a surprise but 60% of the search traffic is coming from mobile phones. This is why Google has made speed an essential reason for the ranking of the websites.
This has created the need for Accelerated Mobile Pages (AMP). This game of need for speed gave a boost to AMP pages, which takes about 0.5 seconds to load. Such pages have a lower bounce rate as compared to other web pages.
The website’s loading speed is directly proportional to the bounce rate. If a website takes long to load, higher will be its bounce rate.
Currently, there are about 4 billion AMP web pages online.
AMP allows your website to run faster and helps to boost the rankings on SERPs.
On the other hand, PWA (Progressive Web Apps) cuts the cost of mobile app development and provides the same great experience to the visitors on their mobile site.
Progressive Web Apps are a middle ground between the responsive site and the native app.
Following are a few of the many benefits of progressive web apps:
· High loading speed
· Provide better website user-experience
· Reduce the app development cost
· The user does not have to download the app
· User can create a shortcut on their home page
4. Automation of tasks
Email marketing has been in business for a long time and does not seem to go anywhere in the near future.
It is still considered the most effective digital marketing technique for bringing qualified traffic towards the platforms as compared to other marketing tactics.
However, email marketing is a lot different now than it was 15 years ago. Well, the major difference between then and now is that of “Personalization”.
For example, you own a platform like thetantalist.com and want to roll out new offers and deals to your existing customers.
You’d want to segment the customers into different categories and then form a personalized email that communicates better with the customer.
Personalization makes email marketing all the more effective.
Moreover, personalization is not only limited to email marketing but also is highly effective for other marketing techniques.
This trend of personalizing the processes has induced automation into the marketing techniques. Marketing automation is trending for a few years now and it is expected to grow and become mature in 2021.
Recommended Tool for Email Marketing – SendinBlue
5. Voice Searches:
Voice searches are the future of searches.
The betterment in technology and improvement in voice recognition has made voice searches even more popular.
A study by OC&C Strategy Consultants says that Voice commerce has been an industry of $1.8 billion in the United States whereas; it was worth around $200 in the UK in 2017.
According to the stats, experts depicted the industry to rise to $40 billion in the US and $5 billion in the UK by 2022.
Experts believe that 2021 is going to be the year of digital marketing. With these trends, which seem to grow in the coming years, businesses will attract more customers and will do better at responding to their needs.