With 2020 quickly coming to a close, digital marketing teams everywhere are looking towards 2021 and all it has to offer.
There’s no arguing that 2020 was a rough year for everyone. In fact, it’s left marketing teams everywhere scrambling to alter their strategies to stay afloat. Amidst the chaos, these individuals are also working hard to plan for the future, which means paying careful attention to how digital marketing is changing in the next year.
4 Digital Marketing Trends to Be Aware of Moving into 2021
If 2020 showed us anything, it was the importance of the genuine connection between individuals. Without these connections, the pandemic could have been so much worse for both businesses and their consumers. With that said, some of the biggest changes to come in digital marketing revolve around the customer experience and prioritizing the connection between brands and their audience.
1. Better Customer Experience
If your brand is looking to foster strong relationships with your audience in the year to come, then you’ll want to make sure you are prioritizing the customer experience in your digital marketing strategy. Why – because statistics show that over 80% of companies who prioritize the customer’s experience are reporting an overall increase in their revenue.
Another study showed that, when asked, 45.9% of businesses listed customer experience as one of their top priorities over the next five years.
As mentioned earlier, nothing has been more important than a positive customer experience for the survival of most businesses throughout 2020. There are plenty of options out there to choose from for customers, which is why 17% of U.S. consumers have no problem walking away from a brand after a single bad experience.
Improve your customer experience by:
- Improving your website’s usability
- Improve customer service skills for those who regularly interact directly with the customer
- Ask for regular customer feedback and implement accordingly
- Provide consistent value to your audience, even before they convert to customers
2. Mobile Functionality
Statistics show that by 2021, there will be well over 280 million smartphone users in the U.S. alone and 3.8 billion smartphone users worldwide, with mobile searches accounting for approximately 50.81% in the third quarter of 2020.
With more people using their smartphones and other mobile devices to conduct their online research, businesses must take the time to make their websites mobile-friendly, as well as their customer service channels.
Your consumers not only want an easy-to-navigate site but a simple shopping experience as well. In fact, 77% of consumers who use their smartphone to shop online say they are more likely to purchase from a brand whose mobile site/app allows them to make a quick and easy purchase.
3. Video Marketing
While including images in your marketing materials is still important, video marketing is quickly gaining traction because people want their information presented to them in a quick, easy-to-digest way – and video does just that.
Research shows that 54% of consumers state that they want marketers to produce more video content. The video marketing trend is only expected to increase as we move into the new year as video content is predicted to make up approximately 82% of all internet traffic by 2021.
You can implement video marketing in many ways, including:
- Creating video tutorials
- Including GIFs in your social media posts and email newsletters
- Sending an instructional video for every product purchase
- Sharing user testimonial videos, etc.
4. Conversational Marketing
Conversational marketing is a highly personalized form of marketing that takes the conversation directly to your audience. It’s a conversation that happens in real-time either over a live chat or via an AI-powered chatbot. In short – conversational marketing helps you build authentic relationships with your audience through engaging with them, taking the time to understand them and their needs, and making highly personalized and relevant recommendations.
The idea is to use these communication channels to treat each lead as the individual they are – something your consumers demand. Research shows that 80% of consumers who have engaged with a chatbot have reported it as an overall positive experience, and 35% of consumers state that they wish more businesses would begin incorporating chatbots into their website experience.
Why? Because consumers see these chatbots as a way to get their questions and concerns addressed immediately, with statistics showing that 35% of people use chatbots to resolve a problem or get detailed answers promptly.
The good news is, implementing conversational marketing into your digital marketing strategy is easier than you think! There are many free platforms to help you build your own chatbot for your brand and many other services available to build your chatbot for you.
Start 2021 Off Right with the Digital Marketing Consulting Team at CadenceSEO Consulting
2020 proved to be quite a challenging year for digital marketing teams across the globe. With so much still left considered “gray” in the area of marketing as we move forward, it’s important to have the right team at your side.
If you need help building your digital marketing strategy for 2021, then let the team at CadenceSEO Consulting help. Simply contact us today for more information.