We’re seeing the entrepreneurs are scrambling up rough ground this past year. It appears it’s time like never occurred in history. There’s a dramatic realignment of digital advertising and marketing campaigns all around. Social and political phenomena are directly Impacting marketer way due to enormous uncertainty lying ahead.
Nobody is sure what would be the cost of digital advertising within another month or month. Due to lockdown steps globally, eCommerce and electronic payments are booming.
Goals and key performance indicators watchfully. For thriving and surviving, digital marketers must be agile and nimble-footed to remodel their strategies correctly and quickly.
The organizations, companies, and brands which can gradually light foot in a situation of despair all around–would definitely come out successful, stick to their goals, and look ahead of another year.
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Latest Digital Marketing Trends to Follow in 2020-2021.
Conversational marketing has become one of the most exciting trends in digital marketing that has brought together messaging, conversational interfaces, innovative processing of search queries, and rapid adoption of smart speakers.
In the Gartner Hyper cycle—conversation marketing came across as a crucial innovation. Another technology that made it to the list is—artificial intelligence—which is the bedrock of conversational marketing.
Conversational marketing is being served as the fastest method to go through the sales funnel by using real-time communication prowess. It builds a lasting relationship and creates a genuinely value-adding experience for the buyer and customer.
People no longer have the patience for traditional marketing funnel that moves them through multiple steps that are sometimes redundant.
It is because the processes are painful, impersonal, and too cold. Less than 20% of the people open the email, and not even half the people answer cold calls. Even the landing page conversion rate has fallen to a meager ~3%.
Conversational marketing is composed of three steps—engagement, understanding, and recommending. The lead conversion ratio becomes higher, as well. With conversation marketing, the web portal gets transformed into a more human-centric buying experience from being a generic catalog.
Marketers get a chance to learn a lot about customers and buyers by having an exact context. They can comprehend which features are useful to them and where the pain-point lies.
The lead conversion ratio becomes higher because you get tailored insights into what a customer wants. It cut shorts the long, painful process of the traditional sales cycle and brings better returns on investments.
Video is No Longer an Option.
If your organization has not already implemented video marketing, get it on board now. You cannot afford to miss the bus. There is no comparison between video and text-content when it comes to selling services and products online.
Falling data costs make it possible for consumers to watch more and more video content than ever before. Watching videos about anything under the sun, at any time, has become possible due to handheld Smartphone’s.
Let us have a look at these statistics.
Three-fourth of the organizations is of the view that video content brings better conversion rates.
More than half of the consumers say that they watch videos about the products to guide their purchasing decisions.
These stats prove that video marketing has become a highly engaging activity. We also see a new wave of YouTube/Instagram influencers who market the products through live streaming. It creates a buzz around the offering culminating in a powerful way of putting products and services across.
Email is Getting More Personalized
Despite the prevalence of social media, instant messaging, etc. — the good old email is yet to lose its charm. Billions of emails are sent daily for academic, scientific, legal, industrial, commercial, and personal purposes. As long as the email is here to stay—email marketing would go on too.
However, the point here is that marketing through email is continuously evolving and getting better. Automation has made its way into email marketing as well, which has personalized the whole email experience.
If implemented correctly—personalization can be a great revenue booster. And personalized email marketing is not new. It has been in use for many years for bettering marketing endeavors.
All research points that personalized email campaigns get better email opening rates and click-through rates than anonymous generalized emails.
So, keep in mind—if personalization in your emails is missing, you are terribly missing out.
For a personalized email marketing experience, you need to collect your customers’ data and craft emails targeting specific requirements of customers. After collecting enough data about your potential customers, you can accordingly plan and tailor your emails by having an approximate customer profile.
Social Media Leading
Facebook is no longer the king of social media marketing as it used to be some years before. Forbes’ research tells us that more than half of its users are above the age of 60.
I am not suggesting that Facebook has become a thing of the past for social media marketing—yet, it can be said for sure that—it is lagging behind other channels in catching up with the younger generation.
Younger people are more prone to trying and experiments with new products and experiences. The interactive and more visual experiences offered by TikTok, Snapchat, and Instagram appeal to them more.
Do you remember the data breach happened at Facebook in 2018? Add to it the brash political propaganda and fake news. All these have made people resentful and frustrated with its policies. TechCrunch has gone to the extent of saying that Facebook will be dead to generation Z.
Hence marketers must understand that—while Facebook might have a significant share of users—yet, they must make sure the demographic they are targeting is available on the platform and, more importantly, considers it credible.
Otherwise, it may result in the wastage of marketing money and efforts.
Side by side, we also see a meteoric rise in the popularity of Instagram with younger generations. Currently, it has more than a billion users.
Most of its users are below the age of 30. Other avenues of social media marketing are Tik Tok that has cut across the national borders in terms of popularity. Influencer marketing is the most used way of marketing on Tik Tok.
Research shows that more than 85% of the marketing happening over Tik Tok is through social media celebrities that generate brand awareness and sales.
So give other channels of social media marketing a try, mainly popular with the younger demographic, and do not just stop at Facebook.
Get Involved, or Get Left Behind. The world of marketing is evolving. Trends and buzzwords come and go. And it was always like that. But the basic remains the same throughout all ages.
Marketers must connect with their audience and communicate clearly the USP of their products and services. Consumer-focused content—would remain the best way to build a solid emotional bond with the customer.
However, you also have to ensure that your message is not getting concealed in the maze of mediums. So, channelize your energies and efforts in putting across a customer-centric message according to the trends.
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