It was quite an interesting year for digital marketing as country-wide lockdowns led to an increase in mobile marketing, augmented reality, digital animation, voice search, video content, and influencer marketing
Over the past couple of years, the world has been increasingly moving towards digital mediums and 2020 was the year in which the digital space acquired plenty of new uses. In Europe alone, digital adoption accelerated from 81% to 95% in a matter of months, not years. The rest of the World saw similar rates. Because of this mass adoption, digital marketing became one of the most effective mediums to reach out to people locked inside their homes with their laptops, tablets, and mobile phones.
It was quite an interesting year for digital marketing as country-wide lockdowns led to an increase in mobile marketing, augmented reality, digital animation, voice search, video content, and influencer marketing. In fact, these shifts will be felt quite profoundly in the digital marketing landscape of 2021. So, in this article, we’ll take a look at the top digital marketing trends expected in 2021.
1 – Google Featured Snippets
For several years, the goal of SEO has been to get websites in the number one spot of search results. In 2021, this goal is now moving towards higher SEO visibility in “position zero,” which refers to Google’s “featured snippet.”
The featured snippet is located at the top in a small box and displays relevant information. It aims to answer the user’s question without having them click on it. Now, the challenge for digital marketers is to rank for the featured snippet, providing just enough information to peak interest and get the user to click for more content.
Showing on a snippet means websites feature twice in search results, “double-dipping” once in the snippet and then again in below results. It increases (Click-Through-Rate) CTR significantly for well known websites like 114% for Hubspots. Less known websites can still increase traffic by 2% to 8% and revenues by 677%.
2 – Smart Bidding for Google Ads
Automated Bidding has been around on Google Ads since 2016 and it’s easy to see why – marketers simply have to enter the price, volume, and other parameters and let the algorithm do the rest. In 2021, a new type of bidding called Smart Bidding is expected to emerge and take over.
The Smart Bidding algorithm will eliminate the need for digital marketers to spend hours carefully curating every single ad placement as it will automatically tweak and optimize ads better than any human ever could.
3 – Voice Search
Voice-powered digital assistants such as Siri, Cortana, and Alexa are huge sellers. Their popularity on people’s phones and at home has resulted in a major shift in keyword usage.
Think about it – when you type a query on Google, you word it differently than what you would say to Siri. For instance, you might type “best beef burgers” into Google but you might ask Alexa, “where is the best beef burger restaurant in New York?”
So, when creating content, digital marketers will now have to pick their keywords based on the things people may ask when using Alexa or Siri.
4 – Increase in Interactive Content
Another digital marketing trend expected in 2021 is an increase in interactive content. Adding interactive content to your social media or website is an excellent way for you to add value to your visitors, encourage engagement, and get to know them more. For instance, if you’re a fitness instructor you can add a simple but effective (Body Mass Indicator) BMI calculator on your website. This way, you’re not only providing more value to your visitors but also learning more about them based on the data that they enter into the calculator.
Other types of interactive marketing content may include quizzes, assessments, polls, games, surveys, contests, and interactive videos.
Last Few Words
The digital marketing space is growing at a rapid pace and it’s only getting more effective with each new development. Those who adapt to the dynamic new trends will be the ones who stay ahead and become successful!