In the last year, we saw businesses transform themselves digitally. From a selling-oriented approach, the focus shifted to a more consumer-centric approach. Marketing came in handy to help businesses grow and prosper. The level of marketing also rose from conventional to digital. Let us read about the marketing trends to look out for in 2021.
Omnichannel marketing is the most used marketing strategy these days due to the rapid increase in competition of business and technology. This is a process of marketing where you can connect with your clients through multiple platforms, and the platforms may include email, social media, etc.
This marketing has helped many businesses to stand in the limelight and brought a huge response. This omnichannel marketing brings an average of 13% higher orders than single-channel marketing. This makes your customers take action because there is an 18.96% engagement rate.
However, to run omnichannel marketing, the challenge faced is you need to be active and engage the user running the same strategy on multiple platforms. To understand more about omnichannel marketing, let us consider a real-time example of a multiple venture company, Amazon. Amazon users have their single account linked with the mobile apps, smartwatches, Alexa, In-store.
This brand has a great omnichannel approach which made the company top in every wing. In Omni-channel marketing, AI and big data play a crucial role in understanding customer behaviour and letting the brand personalize according to the customer’s desire. The brand opting for omnichannel marketing can have more than 250% purchase frequency as compared to single-channel marketing.
For a business to succeed in the market, they need to develop unique marketing strategies to fulfil the customer’s desires and take action based on that. One of the unique strategies to boost brand awareness is experiential marketing or visual marketing. This type of marketing includes extended reality, i.e., augmented reality (AR), virtual reality (VR), mixed reality (MR) technologies.
With the modification of technologies, the strategies of marketing also adapted the technology for marketing and greater customer response. By using AR/VR/MR, companies can engage with customers creatively. The best example for experiential marketing is Volkswagen- piano staircase.
This vast automobile industry marketing team created “piano” stairs in a subway stop which is next to the escalator. The people were fascinated and started using piano stairs to play their music. Do you think how piano stairs can increase the reach of the company?
Well, here, the strategy reverberated with the emotion of people, i.e., fun. So the brand targeted the emotion, which in turn brought them great reach. So here, the point to focus is, there is no rule that the marketing strategy should be related to the product itself until the experiential strategy used must bring a positive response.
User-Generated Content (UGC)
UGC is an extraordinary procedure to capture the attention of the audience. This can be done through various campaigns by the company for the people wherein they will be benefited from getting a discount, incentives or partnership for participation. This expands the brand engagement, reach of customers and drives the campaign with greater response.
According to a survey, 90% of customers accepted that UGC impacted their decision to shop for the product or service. The UGC can be in the form of a blog, testimonials, pictures, videos, comments, posts, tweets created by the users.
Apple, a well-known company, faced the issue of customers not satisfied with the normal camera capabilities of pictures shot in low lights. Then the company immediately started the #ShotOnIphone campaign to regain the trust of the company. This campaign made many pro and newbie photographers showcase their low-light creative images.
On one fine day, Apple released a video on YouTube, namely “Shot On iPhone”. It exhibited some of the fabulous everyday low-light pictures taken with the iPhone. With this campaign, Apple regained its customers by enforcing its master market strategy. Apple also included some images in the ads, which made users feel like a part of the Apple community.
Remember, sometimes, whenever you are upright on Instagram, your favourite influencer will recommend you some product. Well, that is summoned as influencer marketing. It is a type of marketing in which brand awareness or sales can be brought with the help of well-known popular celebrities who have great follow up on Instagram, YouTube, or on other social media handles.
Influencers who are associated with a specific niche that is similar to your business can help you grow. Many marketers suggest that influencer marketing is a very authentic way to market products and services. It seeks more attention in the modern-day due to its authenticity.
Influence marketing is way far better than corporate advertising. 63% of followers trust influencer’s reviews than what the brand addresses about itself. Over 53% of people indeed brought the product on the basis of influencer recommendation. Artificial intelligence also helps organizations to target effective influencers and find out the fake influencer with a huge fake following.
This helps in getting the best results and a high return on investment. Hotel Trident once invited a couple of social media influencers to the hotel using various social media platforms. The influencers started posting their images on Instagram and sharing their experiences. This activity has arisen in more than 1.2 million impressions of #Tridentsocialhotel on Twitter.
SERP (Search Engine Results Page) Positioning
Voice search has become the most trending, resulting in bringing changes in the working of search engine optimization. The rapid increase in voice search is due to the featuring snippet on the top, i.e., highly coveted “position zero” in search engine pages.
It is said that around 40.7% of all voice search answers come from a snippet. So the brand has to improve its marketing to such a level that it should be featured on the coveted spot.
By investing your resources in On-SERP SEO, there will be much space in Google SERPs as possible. This will benefit you by click-through rate, which in turn also improves the organic traffic to your site. There are also many tools to rank your position on the search engine. But, you can improve traffic organically by following some regulations.
Direct website traffic is one of the main and plays a significant role as the users directly enter your website by entering the URL, and it can be accomplished by attaining the top 10 positions on Google Search. Next is the brand query; the number of times you enter the brand name, the more Google will recognize your brand. Better User experience also improves your ranking on google search engine.
Chatbots are a great agent for communication for any website. The interface of the website must be simple and intuitive, but most times, even the simplest of the websites may have visitors with questions. Chatbots are AI-enabled bots that chat with the users of the website in real-time and help them navigate whatever they are looking for.
Most websites nowadays integrate a chat-bot taking the help of chatbot-based Top web development companies because it is an easier way to manage relationships with customers by facilitating their experience. A study by Oracle reveals that 80% of businesses are looking to integrate the chat-bot technology because chat-bots sound more intelligent and human.
SEO A/B split testing
The benefits of SEO can be obtained by a modified form of A/B split testing. This ensures the information about testing and analysis. The A/B split testing enables you to isolate the variables in your campaign and gives the idea of versions that drive the results. This A/B split testing offers the marketers a strategic approach to make certain changes to the content with the help of keywords.
The ‘click flow’ platform suggests the marketers with untapped SEO potential, a high impression count but only a low click-through rate(CTR). This will improve the traffic, potential clients, and conversions.
The SEO A/B split testing allows you to save your time while writing the product description or the information you want on your site. The SEO A/B test allows determining the length of the description, which improves more engagement.
Split testing not only protects your site from being negatively impacted without knowing the reasons but also saves time and money. The A/B test will be a single statement that explains the results in the form of if/then statements such as: “If my meta descriptions include a power word, then my organic CTR will increase”. You can also run the A/B SEO test through google optimizer.
Live Video Streams
Video is the future; yes, users spend 3x longer watching live video than the normal static content, according to Facebook. Video marketing will count for around 78% of the world’s mobile data traffic. If you are starting from scratch, then the option is getting involved with live video. Live video builds a strong relationship with people in a real conversational manner.
A study revealed that 53% of consumers engage with a brand after viewing a video on social media. 93% of businesses say they’ve earned a new customer, thanks to a video on social media. 63% of marketers say that video gets the best ROI from social media marketing above all other content types. 72% of people choose video over text when discovering a product or service.
You should outline the main points you want to emphasize upon, so the users can feel you are genuine and impart authentic information. Ensure that you share your live video through all available channels. Whenever you go live, ensure that you finish with a call to action and make it relevant. After all, this being consistent makes you succeed.
According to Hub Spot’s recent list of marketing statistics, the highlighted study found that an average user can recall 65% of the visual content they see even until three days later. In social media marketing, visualization plays a crucial role. Because it has a huge impact on e-commerce marketing, it transforms the way customers shop with visual products online, increasing the customer experience.
Visual search gives the advantage for the users to search in the form of pictures rather than keywords. So, the technology behind the visual search is involved with artificial intelligence.
The visual search uses deep neural networks to find what the picture is. It identifies account shape, colour, sizes. Later, the suitable and similar images are being served to the user. Due to more accuracy of visual search, the world’s biggest enterprises are investing in this venture. Google has “Google Lens” to perform the visual search. Besides Google, Pinterest also offers visual search.
According to Accenture, 69% of young shoppers prefer to purchase based on visual-oriented search because it takes 2 minutes for textbase search whereas it takes 27 seconds for visual search. Social media influencer optimization aids in the demand for visual search. The impact of SEO helps in deep tagging, image text feature, and that tags images.
According to Google’s definition, a micro-moment is “an intent rich moment when a person turns to a device to act on a need to know, go, do or buy”. The four micro-moments make the customer make instant decisions. To take the benefits of these four micro-moments in 2021, you need to place your product where customers are searching for information at the moment.
Micro-moments popularity means the markets must go through the linear marketing funnel awareness, consideration, and decisions. To get the best benefits of micro-moments in 2021, you should:
- Identify your consumers “I want to buy” moments
- Be in the moments of need
- Deliver relevant content
- Ensure customer satisfaction
- Ease the process of purchasing a product
The four micro-moments include:
- I want to know moments: This moment includes researching but not in a necessary mode of purchase.
- I want to go moment: When the shopper is looking for local business and considering a product at a nearby store.
- I want to do moment: When the shopper wants help completing a task or trying something new.
- I want to buy moment: When a shopper is ready to make a purchase and needs help in buying.
These were some of the most effective marketing trends that everyone should look out for in 2021. There are so many other marketing trends that have been introduced in 2021. Marketing trends are popular ways of optimizing the interaction with your audiences. There will always be newer ways to do that. However, these are the most prominent trends that will certainly optimise your business or website. They are guaranteed to drive high conversions and better visibility.
HarikrishnaKundariya, a marketer, developer, IoT, ChatBot& Blockchain savvy, designer, co-founder, Director of eSparkBizTechnologies. His 8+ experience enables him to provide digital solutions to new start-ups based on IoT and ChatBot.