Digital marketing is a comprehensive concept incorporating several aspects of the digital ecosystem in one utility. Digital elements like artificial intelligence and voice search optimization were individually irrelevant concepts that bordered the impossible until innovative digital marketing trends prioritized. With businesses maintaining a competitive nature on the digital landscape, the evolution of digital marketing has taken an exponential growth rate over the last years. The digital marketing channels have taken up several trends and utilized the opportunities to make the most out of every trend to benefit several clients worldwide.
We live in a world where it is difficult to predict consumer behaviour and interests, and digital marketing has taken over the fast-changing digital landscape. Marketers can no longer be ignorant about digital marketing trends and predict the behaviour and interests through educated guesses. Here is a list of innovative digital marketing trends that we expect to prevail in 2021:
Artificial Intelligence has been on the list for a while now, and in the recent couple of years, it is one of the most innovative trends for digital marketing. The year 2020 revealed several marketers accept the superiority of the technology and incorporate AI for several simple marketing aspects.
Companies like Microsoft and Uber use AI to predict and prevent parking lot crimes by patrolling them through AI algorithms. Moreover, the robots can read license plates, collect the data, and report any suspicious activities to the authorities. These robots are efficient and can cost less than security guard wages.
AI can analyze any consumer behaviour or online usage pattern by monitoring social media platform behaviour and blog posts. We can use this data to help businesses understand their customer and provide relevant services to ensure growth.
With extensive development for technology, Artificial Intelligence will soon be the primary aspect for several services and with implementations in areas like:
- Basic Communication
- Product/service recommendation
- Content creation
- Email template personalization
- E-commerce transactions
Programmatic Advertising uses AI to automate the buying of ads to enable you to create more target specific content for advertising. It is an automated marketing channel that provides an efficient and faster working process with higher conversions and lower customer acquisition costs.
In 2020, more than 80% of all display ads in the United States were programmatic. It shows that this trend is changing the digital landscape quickly and making its way to the top.
Chatbots will remain one of the major marketing channels in the digital marketing industry. It is an AI-based technology that ensures instant messaging in real-time for efficient customer service or site query requirements.
Several surveys show that:
- Chatbots will power 85% of customer service in 2020
- It provides a 24-hour service, instant responses, and answers any simple question instantaneously.
Detailed research and development on chatbots show that several customers prefer interacting with chatbots as they are available 24/7 and provide prompt answers for all queries. Moreover, chatbots do not lose patience and can recall the entire buying or transactional history in a matter of seconds. Chatbots as virtual assistance can provide the best customer service that can meet all customer requirements and automate repeated tasks efficiently. The automation allows others to focus on more important work.
Personalization is a significant aspect of marketing if you are planning to stand out in 2021. Personalization covers all aspects of marketing, from content and products to emails and more. Statistics related to personalization of marketing efforts show that:
- More than 60% of customers are annoyed by generic advertising.
- More than 80% of all customers prefer committing to a business that offers a personalized experience.
- Most customers find personalized approach to be more appealing for business advertising.
Examples of tailored products
In terms of personalization, several companies have set an example of tailored product recommendations and services that make it difficult to ignore the concept of personalization. Businesses like Netflix and Amazon have delved into the depths of personalization to make their services more appealing with personalized movie title recommendations or product recommendations based on customer behaviour. Other companies successfully using the personalization tool for marketing are:
Cadbury created several personalized video campaigns based on Facebook profile data, including age, interests, and location. The campaign generated a 65% increase in click-through-rate for the company and a 33% rise in conversion rates.
Starbucks offered a mobile application to track customer behaviour and history based on location. The application helped the business provide personalized recommendations for drinks and snacks, encouraging more sales. The revenue of Starbucks increased up to $2.5 billion with this one move.
Besides the various types of marketing channels highly relied upon written content and AI, video marketing is one of the most essential marketing channel and a digital marketing aspect in 2021.
Here is a list of significant numbers that show the utility of video marketing:
- More than 65% of customers have shared a brand video over social media.
- Over 70% of businesses have reported growth in conversion rate through video marketing.
- More than 50% of all consumers claim to gain confidence after watching a product video.
- More than 60% of all executives and marketing vendors visit a website after viewing a video.
Video is, to date, the most popular way to connect to customers and encourage them to make a purchase. With developing technologies and social media platforms, video marketing is not restricted to YouTube. Platforms like Instagram, Facebook and LinkedIn provide several video publishing options for short and long videos that ensure proper marketing of products and services over social media to reach the target audience.
Video marketing ensures easy reformatting and can be personalized according to the audience. Moreover, you can publish one video on several marketing channels to maximize the reach and affect the customers efficiently.
Digital marketing covers several aspects, and the ever-changing landscape will continue to bring innovations and challenges for marketers. When developing a marketing strategy for your business, it is essential to understand your requirements and choose your services accordingly—finding your objectives before choosing your services to ensure your business’s efficiency and affordability.