The point is, now is the time for marketers to scrutinize their targets, efficiency indicators, and KPIs closely. Marketers need to be flexible and adapt fresh tactics efficiently and reliably to survive and succeed again. As we have seen at Cardinal in our own consumer portfolio, certain brands, organizations, and individuals who can find a way to be flexible in the face of difficulty would be better placed to hang around, work it out, and start looking forward to 2021.
2.
Featured Snippets & No-Click
Searches
3.
Sustainability: Loud and Proud
4.
Ad-Blocker Blockers
5.
Image and Video Seo for Visual
Searches
6.
Interactive Content
7.
Customer Segmentation
8. Local
Seo
9.
Oldies but Goodies
1.
Inclusivity
In
our present time-and-place in history, one glance at the front page headlines
reveals the importance of inclusivity. Greater numbers want to see a more optimistic portrayal of inclusion in the content they consume and the brands
they buy from, especially younger audiences and oppressed groups, by the day.
Or, more importantly, they don't want to see the same homogeneous material that
we've been used to for decades.
Digital marketing covers media and subjects
representing a range of races, sexualities, ideologies, etc. in 2021, as well
as inclusion for persons with physical disabilities and learning disabilities.
This includes your imagery and video material, but also the subjects that you
address in social media and blogs, or even the product line that you sell.
According
to Accenture, buying behaviour is already influenced by this cultural shift: 41 per cent of shoppers "have shifted... their company away from a retailer
that does not reflect how important [identity and diversity] is to them."
The same study found that 29 per cent of customers are willing to move brands
completely if they do not demonstrate enough diversity. up for ethnic
minorities and the LGBT+ community.
2. Featured Snippets
& No-Click Searches
The
aim of SEO has been to get your listing in the search results spot
"position number one" for many, many years. Now, heading into 2021,
in "position zero," the end-goal starts to change to more SEO
visibility.
Place
zero refers to the "featured snippet" from Google, and trends in SEO
marketing for 2021 favour it above all else. The featured snippet functions
differently from other search results entries, separated by a small box and
placed at the top, for one thing. More significantly, it also shows additional,
appropriate information without clicking on it in an effort to address the
user's query, causing the nickname "no-click search".”
Although
it seems counter-intuitive to forgo anyone clicking on your link, a single
click/visit outweighs the attention you get as a thought-leader. In addition,
with Google Assistant voice searches, featured snippets are also read aloud.
If
you are going to target yourself with a featured snippet, there are a couple of
things to remember. For instance, for long-tail keyword phrases such as
questions (such as "how to design a logo"), featured snippets are
mostly accessible. They come in various formats, from step-by-step lists to
straight-up descriptions to even videos (and more), so fit the right format for
your content.
Ensure
that you address the keyword query simply and succinctly in the content itself,
preferably with bulleted lists or a table layout.
3. Sustainability: loud and proud
People
in 2021 are equally enthusiastic about environmentalism, much like the digital
marketing movement of inclusivity. They want to make sure that the brands that
earn their cash are as worried about planet Earth as they are.
With
81 per cent of consumers feeling strongly that businesses can help improve the
environment, what we see is an increase in popularity for sustainable and
environmentally friendly brands, especially for younger consumers. This goes
far beyond the demand for green goods. By broadcasting their sustainable
practices, any brand will profit.
In
order to make environmentalism part of your identity, the key is communicating
your sustainability through your branding and content. Depending on your
branding style, there are several different approaches, such as showing a
banner prominently on your website or discussing it repeatedly on social media.
You may also opt for more subtle tactics, such as branded reusable tote bags or
communicating green themes via the visual identity of your brand.
4. Ad-blocker blockers
The
2021 digital marketing trends are not only about positivity and growth, but
also about overcoming hurdles such as ad blockers. With 27% of internet users
projected to use ad blockers in 2021, many advertisers are immediately cutting
off their primary traffic stream at the source, like PPC promotions.
First,
you want to verify how big an issue it is for you. The ad data and analytics
should tell you what you need to know. The harm could be minimal, depending on
your target audience or where you post ads.
If
your advertisements are victimized by adblockers, the safest way is to adapt,
not spend time attempting to persuade potential customers to change their own
preferences. To suit other, more fruitful promotions, such as influencer
marketing or sponsored content, readjust the advertisement budget. Younger
viewers still do not respond well to display advertising, but they react well
to influencer marketing, so it is advisable to make the switch in any case.
5. Image and video SEO for visual searches
You may know that by typing in
keywords you can search for photos and videos, but did you know that you can
also, upload existing images for a search, or even take original pictures and
search for context? If more users discover these visual search strategies, the
overall SEO environment, in general, is shifting.
People may take a picture of what
they want to purchase with Google Lens and obtain search results that lead
directly to product pages.
You want to make sure your image and
video SEO campaigns are in tip-top shape to capitalize on the increased number
of visual searches. Apply the basics to begin with:
· always include alt text in your image descriptions
· add images to
your sitemap or create a dedicated image sitemap
· include your target SEO keywords in the file name of your
image
· use top-quality images and videos, including HD
In addition, get acquainted with
Google Lens, especially if you're an e-commerce brand. Handle the SEO
strategies correctly, and as shoppers perform image searches for items or
barcodes, you will take traffic away from rivals.
6. Interactive content
Here's
a pattern that's been around for a while technically, but is being recognized
as a best practice only now. Interactive content does not only inspire more
engagement; it also increases the satisfaction of the user.
You
can do wonders for your brand with interactive content such as quizzes,
open-ended questions, surveys, competitions, prizes, polls, calculator widgets,
etc. At the very least, they boost the number of time users connect with you,
which allows you to stand in searches and feeds based on algorithms. More
importantly, users want to be involved, so immersive content almost always
enhances the user experience.
Interactive Content is part of the greater movement towards personalization; they feel a more personal connection to the brand by encouraging users to speak for
themselves or make their voice heard. Don't forget it can also be used to
gather information on customer needs, such as changes to the product or platform,
7. Customer segmentation
Customer segmentation is another trend that's not recent but more newly common. The concept is simple: it's
better to have a large number of small marketing campaigns targeting particular
audiences instead of a small number of large marketing campaigns targeting
general audiences.
Segmentation of consumers means
grouping the target audience according to certain attributes or activities,
such as demographics or shopping habits. This helps you to tailor your content
more precisely to suit their preferences; for instance, creating two separate
email lists for large spenders and small spenders, and sending different
newsletters containing different items to each.
You're free to choose how to segment
your customers but demographic, psychographic, regional, behavioural and
customer travel is the most common divisions. Intercom Via
For personalization and customer
interaction, this approach works best, as the followers receive hand-picked
content for them. You may apply consumer segmentation to specialized
advertising on various pages, blog content categories and social media content
for several communities outside email lists.
8. Local SEO
Google
constantly updates its local SEO algorithm, so if you are a local company, you
should also regularly update the appearance of your business in local results.
In a way, local SEO is even more effective than large SEO, so it is easier to
convert people looking for a specific form of business with their geographic
location to buy, so it is easier to convert them.
To
start with, you've got to get Google checked. By signing up for Google My
Company and either claiming your listing or producing a new one, you can do
this. This makes you rank higher in Google SERPs, and also gives you the
opportunity to offer online searchers additional details about your company.
In
addition, you want to prominently integrate local keywords into your SEO
strategy. Obviously, as a top keyword, prioritize the name of your city or
area, but you can go the extra mile by adding similar keywords as well. If your
place has a famous or odd claim-to-fame landmark, mention it once or twice.
9. Oldies but goodies
Not
all of the best trends in digital marketing for 2021 date back to 2021. A lot
of marketing patterns are still going strong from last year or the year before,
and will still continue to be game-changers in the next year. And if you
haven't already adopted them yet, now there is more pressure than ever before.
Don't
ignore these ongoing Digital Marketing
patterns from 2020 in particular,:
- Shoppable Posts: By streamlining the
payment process, social media posts that explicitly connect users to
product checkout appears to increase conversions. See if you are eligible
for an Instagram checkout.
- Gen Z Marketing: The eldest of Gen Z
turned 18 last year and joined the workforce. If you want to penetrate this young market, understand the best marketing practices for Gen Z
first.
- Micro-influencers: Micro-influencers are more like normal individuals with a larger-than-average social media follower than leading influencers. You can reach the same numbers as top-level influencers at a fraction of the cost and effort if you draw enough of them, usually through social media competitions and giveaways.
- Voice Search SEO: Since voice assistants first entered the market a few years ago, conventional SEO strategies have been modified by voice searches. People do not use the same keywords when they speak as when they type! To add speech keywords, consider changing your SEO strategy.
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