Digital Marketing Trends To Watch In 2021

It’s safe to say that 2020 was a memorable year. The seismic impact of the last 12 months is being keenly felt in the business world, and the reverberations will continue to rumble for some time.

It’s in the online sphere, however, that the “new normal” is most prominent. The world was already shifting from analog to digital, and recent events have hastened this transition further. If you have already established your online presence, you have a leg up on the competition that is just beginning to understand the importance of the internet.

This is not the time to rest on your laurels, though. The online world spins at pace, and what was cutting-edge yesterday could be obsolete by 2022. To ensure your business continues to enjoy success, embrace these marketing trends that I believe are set to govern the digital environment in 2021.

Show a social conscience.

2020 will likely be seen as Year Zero for renewed interest in sociology, equality and cultural inclusivity by future generations. This means that any business must show that it understands the importance of social issues and diversity.

The #BlackLivesMatter movement was founded in 2013, but it was 2020 that saw it truly rise to global prominence. Countless major brands and businesses pledged their support to this cause in the second half of the year.

This was more than just a PR move. It was essential for survival in an increasingly socially conscious world, with 70% of consumers demanding that brands take a stand on prominent issues of the day. Consumers from minority groups, especially those who have previously felt marginalized, are openly embracing businesses that reflect diversity and inclusivity in their branding and marketing.

Demonstrate your sustainable credentials.

Amidst societal unrest and a global pandemic, you’d be forgiven for forgetting that we are also living amidst a climate change emergency. Many consumers have not let this slip their mind though. Sustainability and eco-friendly credentials are increasingly important to 21st-Century customers.

This can be a tricky tightrope for any business to walk. While consumers undoubtedly care about the environment, this compassion only goes so far. Price and convenience are still at the forefront of thinking for most customers. Striking a balance between offering these advantages without compromising the health of the planet can endear your brand to contemporary audiences.

Embrace live streaming.

Most consumers spent the majority of 2020 in and out of lockdown like the world’s most unwelcome hokey-pokey. This naturally led to a change in habits and presences.

With people instructed to stay at home, live streaming saw a huge boost in popularity. Consumers like to be reminded that the world continues to turn outside their window. Live streaming can help your audience forge a connection with your business.

Rethink your social media strategy to fully embrace live streaming. The Big Four of Facebook, Twitter, Instagram and LinkedIn will always be important and should feature live footage.

TikTok is the new kid on the block though, so overcome any cynicism you may have about the viability of this platform. TikTok is growing increasingly popular in the business realm. Embrace this, as the app has over 500 million global users — a number that is certain to rise in 2021.

Focus on building a community, not selling.

Times are hard for businesses and consumers alike. This means that it may be alluring to make 2021 the year of the “hard sell” in an attempt to bolster revenue and make up for lost profit margins. Avoid this temptation.

As was made clear by the Yorkshire Tea Twitterstorm of February, users sometimes forget that human beings operate a business — whether that’s on social media or elsewhere online. By stressing this point and focussing on user-generated content, your brand can build bridges and create communities. This will be more important than ever to consumers in 2021.

Consider the march of voice and visual technology.

SEO has long been at the forefront of any digital marketing strategy. While this remains the case — organic web traffic will always be the most reliable way to get eyeballs from an audience — we need to consider how people are searching as much as what they are seeking.

It’s no secret that mobile and tablet browsing has superseded conventional desktop computer use. This means that countless consumers will be using the likes of Siri, Cortana, Google and Alexa to conduct their queries. The rise of software such as Google Lens will also see visual searches grow in popularity.

Factor this into your SEO strategies for the coming year. While keywords will always be critical, millennials and Generation Z are showing an increasing interest in voice and visual search technology. Becoming an early adopter will significantly boost your chances of brand loyalty in 2021 and beyond.

Get podcasting.

As an extension of the point above, consider embracing the podcast revolution if you have not already done so. Young professionals are the target market for podcasts and are the likeliest to embrace this form of technology. They enjoy the intimacy of being spoken to directly. As we discussed previously, podcasting reminds consumers that your brand is managed and maintained by human beings, not machines.

Be transparent and connect with your audience.

This is arguably the most important consideration of all. More than ever, consumers want to feel that they are spending their money with a business that shares their values. This means being upfront and honest about your intentions.

Several businesses and individuals shot themselves in the foot with appalling PR missteps during the pandemic in 2020. Learn from these mistakes and ensure that your brand is deemed honest, transparent and trustworthy.

This advice should help get you to get started on your digital journey for the year ahead.