According to various sector specialists, 2021 will (again) is the year of reconfirmation for influencer marketing, content marketing, web videos, and for the ability of companies to engage their users with really interesting content. here are the Top Digital Marketing Trends in 2021.
Social Influencer Marketing and its role in recommending the product
As for Social Influencer Marketing, a moment of absolute rise is shaping up. Internet celebrities are now increasingly popular as testimonials for products and services, and their millions of followers naturally appeal to companies of any level.
It is therefore expected that there will be many investments in this sense and the reason is simple and logical: the public is made up of individuals and individuals, by their nature, are more inclined to listen to the purchase suggestions of someone they appreciate, admire and they trust. In percentage terms, 92% of the audience is stating that they trust the recommendation of an influencer rather than the corporate communication of a brand.
The videos? Still important, increasingly indispensable
The predominance of video content in digital marketing strategies has been known for a few years and is also confirmed for what will come. This tool was already a must in 2020 and, in 2021, even greater investments with Ungating service are expected in the creation of corporate videos and high-quality products, designed to support complete strategies.
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In recent years, the budget allocated by companies in the production of video content has increased systematically by 25%, and this simply to respond to the needs of users increasingly oriented to “watch”. An example? 78% of online users are available to watch video advertising in exchange for premium content to download.
Not only that: it also promises growth in educational content, which is appreciated by the public as much as that of infotainment. SMEs, inevitably, will therefore also have to take note of this important change.
The need for companies to respond to micro-moments is growing
Have you ever heard of the so-called “micro-moments “? They define themselves as those moments, distributed throughout the day, in which a person perceives a need, has a curiosity to satisfy, or is looking for an answer. In some cases, if the response to the micro momentum by the companies is adequate, these moments can end with a purchase process.
The trend for 2021 will be to adequately manage these important decision-making moments, i.e. the ability to offer timely and efficient responses to the request that, in the vast majority of cases, the user will make with his mobile device (Smartphone or tablets). Like? By proposing a relevant ad at the right time, on the right channel (for example on social networks, or on search engines) and to the right user.
According to Google, the correct way in which marketers will manage the micro-moments will reverberate in their ability to “be there quickly and usefully “. The basis of this strategy is, of course, the analysis of the target audience and their needs, and the ability to channel the user in the sales funnel with the most suitable digital tools.
Content Marketing turns into Digital Experience
Content Marketing is still important in 2021 but will become an experience for both the brand and for the reader. The Digital Experience is, in this sense, the perfect synergy between content and context, understood as a communication capable of conveying experience through elements such as text, positioning, and design.
As always, the focal point will be the personalization and the ability of companies to engage their users with a digital marketing strategy capable of involving them and making them feel protagonists. This can only happen with Content Marketing whose control is entirely in the hands of the marketer, but in an increasingly holistic way: it will, therefore, have to focus on the brand experience as much as on the perception that the user will have of it.
Finally, in the context of Top Digital Marketing Trends in 2021, it will be necessary to focus on the increasingly marked need to live interactive experiences: this is what the user is already looking for. That’s why content that includes shoppable posts (by tapping on a post, the name and price are immediately displayed, as well as the possibility of purchase), AR / VR, 360-degree videos, quizzes, polls, live reports, and stories will have to enter into a part of the digital marketing strategies of businesses.
The higher the level of interactivity provided, the better the result in terms of brand reputation and awareness. At the same time, the user will be given the impression of completely immersing himself in, or even controlling, digital content.