The year 2020 was marked by the challenges and opportunities caused by the new coronavirus pandemic. Therefore, more and more companies have migrated to the online universe, while business strategies have been adjusted. With the end of the year approaching, it is important to start thinking about managing new projects and pay attention to digital marketing trends for 2021.
Read too: WhatsApp launches in-app purchase button
These trends include a lot of news and different ways of dealing with online marketing, even due to the new technologies that emerged during the pandemic. There will be changes in terms of tools, strategies, resource allocation and even the way some classic tools work.
Technologies stand out among digital marketing trends for 2021
The digital transformation has changed the way companies relate to their customers and do business and this will certainly only increase in the next year. Check out the main technology trends for 2021 that your company needs to be aware of:
1) Improved retention through segmentation
Satisfied customers tell their friends and provide referrals to help raise the company's capital. Additionally, they are likely to give honest and direct feedback on improvements to the brand.
Therefore, it is extremely important to keep them informed about organizational changes or processes through email marketing or social media interaction. By gathering data and segmenting customers, the company has the opportunity to save costs when delivering services and products. In addition, it is possible to direct them more economically, allowing to increase investments in digital marketing.
2) Google My Business
Keeping Google My Business up to date helps you get important information about hours of operation, location, and services.
Having a geographically defined service area helps the company appear in “near me” searches, this is because search engines prioritize this information in their algorithms.
3) Automation in Google Ads
The professionals in charge of managing Google Ads campaigns constantly adjust these ads, keywords and bids to get the most out of your advertising spend, but these adjustments cost hours and management fees.
Automated bidding makes it possible for Google to automate past moves to adjust ads in real time. While these bids are nothing new, the continued improvements made especially in 2019 mean they will be a strong digital marketing trend for 2021.
4) Semantic Search
In the future, the SEO universe will be shaped by the way people search for things on the internet. While this sounds relatively simple, it boils down to something a little more complex: semantics.
Starting in 2021, semantic search will be the way search engines use the immense array of data available to determine the intent, context, and meaning needed to find the most relevant content possible. In short, semantic search is how Google's algorithm can take an incomplete, grammatically incorrect, and seemingly random search and find exactly what the user is looking for. Semantic search encompasses both UX and SEO.
Read too: How to use Pinterest in your company's Digital Marketing strategy
5) Marketing automation
Digital marketing trends for 2021 show that next year promises to bring even more technologies, such as tools that will allow for better personalization and customization of advertising. The company will be able to target a potential customer's actions or interests with highly strategic, cost-effective and personalized messages.
Considering the current scenario where digital traffic has increased a lot since the implementation of the home office, automation can help the company to sell more, relate and keep its loyal customers.
6) Chatbots
Chatbots are proving to be very useful in providing better customer experiences and at the same time delivering benefits for businesses as:
- Takes the pressure off the customer service team when dealing with simple-to-solve issues;
- They are great for lead generation, helping the sales team to successfully convert more prospects.
- Allows you to collect customer data that can be analyzed to gain valuable insights into your audience and what motivates them.
- They ensure that the company operates 24 hours a day, seven days a week. This is great for clients who don't fit the typical pattern or clients who prefer to be involved in a more flexible way;
- Provide greater customer engagement;
- Promote long-term cost savings.
7) Customer Experience online-offline integration
For many companies, the pandemic brought the need to improve or create their digital presence as a way to stay active and operational in the market, but that does not mean that physical stores are over. Many consumers still prefer to view and handle products in person before making a purchase decision, so brands operating in both spheres need to adjust their marketing strategies to take advantage of this growing digitalization.
The bet for 2021 is the integration between online and offline experience, in which physical stores will no longer be just a place to shop, to become a place where brands can engage with their customers and improve their experiences.
