Digital marketing has proven to be one of the most useful strategies for businesses. Thanks to the evolution of technology, the internet, and the huge impact it has on people’s lives, online presence and visibility have become a game-changer and caused a significant shift in the field of marketing. The number of agencies that offer digital marketing SEO services and other strategies that specialize in the field has grown exponentially, and more businesses are eager to get involved in this new, modern way of marketing.
Being still relatively new in the marketing scene, the techniques used are still continuously evolving and changing. Just like the use of many modern sites in the digital world, there are also trends in the digital marketing scene that most experts need to look out for. These trends also rely on relevance –what may work five years ago, may not work today. Even in just a year, the changes in the trends could already be drastic.
Seeing how 2020 has sent everyone in a weird spiral and have opened up some massive changes in everything (business transactions, work, and even social interactions), it’s safe to say that people couldn’t be more eager to look forward to 2021 and start fresh again.
From a digital marketing perspective, what trends should you watch out for in 2021?
Social Media Shift as a Permanent Place of Purchase
Most social media users have admitted to discovering new brands and items through social media ads. According to experts, social media could just evolve and become a place for purchasing new items instead of simply ‘finding’ them.
For instance, Facebook and Instagram have added in-app shopping spaces in their recent updates. Some experts project that users could shop new items and purchase them directly without leaving the social media platforms. This would be a new challenge for retail businesses to take on, to adapt to these possible new set of rules from social media, like how most adapted to Amazon.
The Spike of ‘Programmatic Advertising’
In digital advertising, programmatic advertising utilizes the use of artificial intelligence (AI) to automate the buying and selling of advertisements. This makes the transaction much more efficient. In turn, it becomes faster and easier for you to target specific audiences. An example of programmatic advertising is real-time bidding. According to experts, programmatic advertising would make about 86% of display ads by early 2021.
New Google Feature & ‘No-Click’ Searches
The goal for SEO has always been to get listings to rank number one on the search results. An update on Google’s features have caused a slight change on that. By the start of 2021, the goal and shift of SEO visibility from ranking number one has changed to getting ranking number zero.
One of the newest updates known as Google featured snippet works slightly different than a normal search. It shows additional information at the top of search results and answers what the user is looking for without having to click on anything.
Forfeiting someone on clicking on your link might be contradictory to the goal of SEO, but it showcases a much bigger goal on establishing a brand’s image as a leading, trustworthy source. Most SEO experts have started to prioritize it and would start to grow and posed as a more common end-goal by early next year.
The Use of AI Chatbots
A study revealed that Chatbots heightened customer assistance by 85% in 2020 and is projected to grow even more at the beginning of 2021. Not only are chatbots extremely useful for better and faster customer service, but they also provide an easier way for marketers to collect important and useful information to improve the service derived from that direct interaction.
Chatbots have been around for a while now, but the use of it will only expand by next year, and quite possibly, the next few years.
The Use of Voice Activated Search
Voice search and assistance have been present for quite some time now, back when Siri was first introduced in 2011. In the following years, the demand and use for it has only grown with the addition of other virtual assistants like Alexa or Google Home.
Voice search provides a different level of convenience for users since it is now used to do basically everything – from asking to play music, checking the latest news, getting directions, and many more. Because voice search is easily integrated in people’s everyday lives it presents another opportunity in the SEO scene. More marketers would have to learn to use casual, more conversational keywords.
The year 2020 has been one crazy ride, but 2021 is a whole new year full of opportunities and changes for every person, industry, or field. And in the face of constant change and evolution, people need to adapt to survive, and the digital marketing world is no different.