Marketing is when you want to explain how awesome your product is and why people should buy it. Marketing is the intersection of the business and the customer. It is the process of getting potential clients or customers interested in your products and services. Marketing covers all aspects of a business, including product development, distribution methods, sales, and advertising. There are many latest trends in marketing to look out for going forward in 2021. We all know that the marketing mix is 7Ps: Product, Place, Price, Promotion, Physical Evidence, People, and Processes. Several types of marketing are important today like:
- Internet marketing
- Search engine optimization
- Blog marketing
- Social media marketing
- Print marketing
- Search engine marketing
- Video marketing
Marketing is necessary for all stages of a business's selling journey. The purpose of marketing is to research and analyze your consumers. Here we will discuss the latest marketing trends of 2021.
1. Brand Accountability
Brands are always come forward and show transparency, accountability, and authenticity. Friendly and helpful customer service can make people buy from you again and again, while bad service can cause them to stop buying forever. A brand wants people to aspire to its product. A brand isn’t a logo or a letterhead; those are representations of something more than themselves. Interesting and value-added content is a primary reason why people follow brands on social media. You need to listen to your customers to know what they want and need. You also need to encourage them to tell you how you’re doing.
The well-known salesman and motivational speaker Zig Ziglar said, “People don’t buy things for logical reasons, they buy for emotional reasons.” Your brand is all about generating an emotional response in your customers, you need to make people fall in love with your brand. Consistency and accountability are the key things about this.
People can sense when you’re being authentic and when you’re not. People don’t expect you to be perfect, but they do expect you to correct mistakes in a way that says you value their loyalty. McKinsey & Company estimates that 70% of buying experiences are based on how the customer feels they are being treated.
2. Multichannel Influencer Marketing
A cross-channel influencer campaign allows brands to engage social media personalities and celebrities across channels to widen their reach to more potential consumers. It’s crucial and brands activate consumers in all the digital arenas they inhabit. influencers are often between you and the audience you wish to reach, representing an unparalleled opportunity for brands. The influencer marketing industry has never been popular before then it is now. Throughout last year, influencers continued to position themselves as creatives for brands rather than simply advertising channels.
The influencer industry is responding to the ongoing COVD-19 pandemic and its impact on consumer behavior. Social media is more relevant and engaging when it’s raw, authentic, and spontaneous. In this influencer industry, marketers will be encouraged to explore each of these channels to get the best out of their advertising budget.
The primary reason behind this is customers engage with a brand on a more regular basis, the chances of them becoming and ultimately staying loyal to that brand increase. When customers received marketing messages on two or more channels, engagement was 166% higher than a single-channel rate and 642% higher than customers who received no messages.
3. Video Content
Video content is any content format that features or includes video. Among B2B marketers, content creation is the top investment for 2021 which is around 70%. B2B Video Marketing is an element of content marketing and involves planning, developing, and sharing your content in video format. Online video marketing is used by 81% of respondents; a 21% increase from 2016.All businesses who are using video plan to continue in 2021 and 85% plan to increase their video marketing budgets.B2B video marketing including; YouTube videos, webinars/webcasts, video-podcasts, social media lives, and social native videos. 83% of marketers believe that video content is more important now than ever before.
Why B2B Marketers using video as part of their marketing:
- People would rather watch the Internet than read it
- Video tells a story and adds color that can’t easily be replicated in text
- Video educates and informs
- People do business with people. Video allows a personal connection.
- The video makes websites more sticky as users tend to spend more time and view more pages.
- 59% of B2B decision-makers prefer video over text content
Video also helps in Search Engine Optimization. Forrester Research reports that it is 53 times easier to rank a video in Google’s search results than other content. Video content will become even more search engine friendly due to an increase in closed captioning. 62% of B2B marketers rate video as the most important format they will use for content this year, far more than email, infographics, or case studies.
4. Hyper Automation
Hyper automation refers to the use of advanced technologies, like artificial intelligence (AI), machine learning (ML), and robotic process automation (RPA), to automate tasks that were once completed by humans. Companies will automate as many business and IT processes as possible with the help of AI and machine learning. It is boosting the complete decision-making process of an organization. Hyper-automation creates a digital twin of an organization for better visualization of its performance, functions, and processes. Hyper-automation assembles many components of the automation process, technologies, tools, integrating software, to amplify the performance of a certain task.
For an automated enterprise, hyper-automation affects workforce engagement capability by enabling everyone to contribute to the automation process of an organization.
5. Data-Driven Marketing
Data-driven marketing is a method of marketing that uses data, acquired through customer interactions, and from third parties to gain a better view into customers’ motivations, preferences, and behaviors. It is the approach of optimizing brand communications based on customer information. Data offers the ability to build stronger connections with potential customers.
Benefits of data-driven marketing:
- Personalize the customer experience
- More efficient media buying
- Targeting the right consumers
- Messaging audiences with relevant messages
- With the data, brands can also measure and improve their strategies in real-time
Today, marketers are spending over $6 Bn a year on data-driven targeting solutions like data management platforms (DMPs) and demand-side platforms (DSPs).
Personalized marketing or one-to-one marketing, is the practice of using data to deliver brand messages targeted to an individual prospect. Advances in technology, data, and analytics will soon allow marketers to create much more personal and “human” experiences across moments, channels, and buying stages. Today’s personalization leaders have found proven ways to drive 5-15% increases in revenue and 10-30% percent increases in marketing-spend efficiency. Research shows that personalized email campaigns receive 29% higher email open rates and 41% higher click-through rates than ordinary emails.
The success of your campaigns will depend on how well you collect and measure data. It’s email list segments or surveys, you can collect different data to learn more about your users.
8. Voice Search Optimization
Voice search optimization is the process of optimizing your pages to appear in voice searches. Voice search optimization gives you the chance to have your pages read out loud by a voice search device. More than 55% of users are now using voice search when looking for local businesses. People are using these devices to make purchases and find businesses. By investing in voice search optimization, you can help more leads find your business. People use voice search devices to find information, products, and more.
Brands that adopt voice search could grow digital commerce revenue by 30% by 2021. Voice search will account for 50% of all searches in 2020. With over 1 billion voice searches happening each month, it is important that you have a voice search optimization strategy.
9. Social Media Stories
Stories could become the next best way to communicate on social media. Nearly 1.7 billion accounts use the Stories format daily. Marketing Land reports that 15% to 25% of users swipe up on links shared on Instagram stories. This is almost twice as many as people who interact with links in traditional Facebook posts.
Stories focus on the storytelling aspect of social media. They allow you to use photos, video, text, emoticons, and tags to create both long-form and short-form content.
- Uploaded from mobile devices
- Only visible on mobile devices
- Recorded in a vertical format
- Set to expire after 24 hours
According to the marketing agency Block Party, story-based sharing is growing 15x faster than news feed sharing. There are nearly a billion users across Facebook, Instagram, Snapchat, and WhatsApp that mostly use their social media Stories feature.
The main advantages of using Stories in your social media strategy:
- Increased brand awareness
- Constant engagement with the followers
- Increased traffic to your web
- Opportunity to reach younger audiences like teens
10. Employee Engagement
Improving employee engagement should be a key aim for businesses of any size. Better engagement not only results in higher productivity but also happier and healthier employees. An engaged workforce is happier, healthier, more productive, and more profitable. Employee engagement is actually on the rise due to an improving economy and a better understanding of how to increase employee satisfaction. Research began to show that companies with engaged employees outperform those without by up to 202%. Strong leadership and positive employee relationships are essential in keeping people happy and motivated at work, as well as making them feel part of a team. 83% of employees who receive opportunities to take on different challenges say they’re more likely to stay with a company.
11. Local SEO
Local SEO is for any business that has a physical location where it gets many customers or any business that serves a set local geographic area. It is the practice of optimizing a website to increase traffic, leads, and brand awareness from local search. Common tasks associated with local SEO include finding local keywords, optimizing a business’s Google My Business profile.
- 46% of all searches in Google have “local intent”
- 29% of all Google SERPs contain a local pack in the results
- 76% of consumers that search for something local on their phone visits a store that day (Google).
Local SEO unique is in that Google uses a different set of ranking factors to rank the local search results. Local SEO has a set of unique ranking signals, including:
- The location that the person is searching from
- NAP citations
- Presence of Google My Business listing
- Keywords used in Google My Business profile
- The sentiment of online reviews
- Keywords used in online reviews
- Number of “check-ins” at that location
- Shares on social media
- Google Maps star rating for that business
Local SEO Tips:
- Optimize for Google My Business.
- Improve your internal linking structure.
- Optimize URL, title tags, headers, meta description, and content.
- Add location pages to your website.
- Create local content.
- Ensure your website is mobile-friendly.
- Ensure your name, address, and phone number are consistently online.
- Optimize online directories and citations.
- Get inbound links with relevance and authority.
- Engage on social media and add posts to Google My Business
12. Bidding in Google Ads
Google Ads offers a variety of bidding strategies from maximizing Clicks to Enhanced CPC. A bidding strategy is a campaign with a specific focus, dependent on two primary criteria:
- The networks your campaigns are targeting (Display or Search)
- Your focus: clicks, impressions, conversions, or views
The idea behind these strategies is that they help you to accomplish specific goals depending on what your target audience is. You can use them to get a higher click rate, making a better impression, or increasing your conversions.
Different types of bidding strategies:
- Target CPA (Cost Per Acquisition)
- Target ROAS (Return On Ad Spend) (You calculate a Target ROAS like so (Sales ÷ ad spend) x 100)
- Target Impression Share Bidding
- Maximize Clicks
- Manual CPC Bidding
- Enhanced Cost Per Click (ECPC)
- CPM Bidding (Cost Per Thousand Impressions)
- vCPM Bidding (Cost Per Viewable Thousand Impressions)
- CPV Bidding (Cost Per View)