The COVID-19 global pandemic has led to a dramatic shift in the digital marketing landscape. This shift truly tested the readiness of companies and their ability to adapt to the new normal which saw stay at home orders and an increase in remote work. Now more than ever, consumers are spending most of their lives inside and online. This has challenged brands to adjust their marketing strategies and digitally focus their marketing efforts.

Digital marketing strategies are important now, more than ever, despite decreases in revenue and budget cuts. According to a survey conducted by the Digital Marketing Institute, despite a drop in revenue, brands are now spending 90% or more of their budget on digital marketing. The pandemic brought about an increase in new online trends and the acceleration of old leading marketing teams to focus on their digital marketing efforts. Let’s dive into some digital marketing trends that we can look forward to for the rest of 2021. 

 

Voice Search

“Alexa, find an 80’s playlist.” “Hey Siri, where can I find a tire shop near me?” Now more than ever, people are utilizing their voice assistant services such as Amazon Alexa, Apple Siri and Google Assistant and are taking advantage of their voice search services. This may be because people are now stuck at home with little to do and no one to talk to or maybe simply because the free time has offered people a chance to understand the inner workings of their smart device. Voice search provides consumers with an easy way to get answers to their questions and to perform tasks on their devices and within their homes. In fact, according to DVS Interactive, 20% of all mobile searches are done by voice.

With that being said, as marketers, we need to understand that there is a difference in the way things are typed versus the way it is spoken and adapt to the voice search language that is being used now more than ever. As voice search prevails in 2021, it is important that SEO content is optimized for conversational searches. 

 

Audio-visual Experiences

Social media is increasingly being driven by visual experiences. With the rise of short-video powerhouses such as TikTok and Reels on Instagram and the introduction of audio platforms like Clubhouse, the social sphere is now largely centred around the audiovisual. 

We live in a world where people have short attention spans and audiovisual is a powerful tool offering the possibility to share lots of content in a short space of time both engaging and grabbing the attention of the viewer. Not only does this satisfy the viewer’s short attention span, but it also provides the marketer with the perfect tool to meet their consumer’s needs. 

Likewise, the global pandemic saw a rise in the use of audiovisual through virtual events. Webinars and live-stream events have become a suitable substitute for face to face events and although the vaccines for COVID-19 are slowly being rolled out and the world will eventually go back to normal, we predict that virtual events are here to stay.

Agile Leadership

Successful leaders understand the importance of staying relevant and competitive. This type of leadership is only possible when a leader is open to change and has an agile mindset. Leading with agility means being flexible and forward-thinking.

It will be necessary for leaders to consistently learn new skills and experiment with tools to learn, relearn, and create their unique approaches to digital transformation. While technical competence is a requirement, it is the integration of technology with existing business and human processes that will yield the best results. Learn about data, digital media, online payments, redefine your business model towards efficiency leveraging automation and refine the customer journey, so it is fluid, responsive, and inclusive. Technology assists with all of this, and because of the plethora of tools and approaches and the changes that are sure to come, a flexible approach will be essential for long term success.

More Interactive Content

While this trend has been around for some time, 2021 is the year that it is finally being recognized as an essential practice for your digital marketing strategies. With users spending more of their time online, incorporating interactive elements into your websites and social media profiles offers your consumers a valuable experience both promoting engagement and improving their enjoyment. Interactive content such as quizzes, polls, surveys, contests, giveaways, calculator widgets and more all provide a relevant platform for your brand, keeping your consumers engaged and entertained. Likewise, interactive content helps to personalize the user experience while providing additional response and social shares from the use. This ultimately helps to expand your brand’s reach and visibility. 

Social E-commerce

Many businesses invest in marketing on social media networks but often cannot correlate the ROI that comes from these social networks. However, the dawn of Social E-Commerce has finally come of age. Social E-Commerce is the trend of buying directly from social networking platforms. Brands need their products where their users are. Businesses have more of a chance to make a sale if they make their products available on social media, allowing the customer to purchase without having to even leave the app. While many social media networks such as Instagram and Facebook have already implemented such strategies, 2021 will see greater heights reached in this trend.

Instagram has recently rolled out Instagram Guides, the highly-anticipated feature which allows users to share and consume relevant recommendations and tips on products and services in a quick scrollable format to further aid businesses in the social e-commerce agenda. Likewise, TikTok is hopping on the social e-commerce trend having introduced TikTok For Businesses earlier this year, which is set to expand its paid promotion and advertising options throughout 2021. 

The digital marketing world is constantly growing and changing. In this fast-paced environment, it is important to stay ahead of the pack and keep looking forward when developing your strategies.

At Digita Global we specialize in developing unique brand experiences for consumers that cut through the noise. Let us help your business leave deeper footprints in the digital space, by developing a unique social/digital marketing strategy, integrating these trends where applicable, & supporting these concepts with stunning graphic design & content.

Stay ahead of the competition with Digita Global. Connect with us today.