Article | January 18, 2021
As the New Year unfolds, the digital marketing trends for 2021 are expanding with it. And as the years go by, online marketing techniques are dominating the Internet.
The pandemic’s recent surge has indeed brought more people closer to their virtual screens than ever before. This phenomenal change caters to a groundbreaking opportunity for businesses to shift their marketing strategies online.
This encourages them to develop and advance a digital tactic for their business’s web adaptation. Luckily, the newest tools and methods also adapt to the convenience of the netizens.
The Advent of Online Change
In a world where progressive advancement is taking place, being conventionally inclined has never been enough. This is why marketers need to go beyond their limits and operate with the world’s movement by knowing the digital marketing trends for 2021. This will ensure the expansion of the customer base and, at the same time, heighten their marketing experiences.
AI-motorized digital promotion
For the past few years, online business has started utilizing artificial intelligence to power up conversational marketing. This tactic generates a customized, user-friendly product experience for the customers. Generally, it also provides a smoother transaction and familiarity with the help of Facebook messenger, LinkedIn broadcasts, and on-screen chatbots.
This marketing trend’s main advantage doesn’t only enhance effortless communication between the marketer and the customers. It also conveniently keeps track of the sales by analysing the user’s behavioural patterns displayed in the client’s data. Conversational marketing also decreases the employees’ load with its user-centric feature and is expected to develop further in 2021.
Shifting to the alternatives with advertising
For most folks, advertisements are quite an eyesore to look at on the screen. Most people don’t know, though, that these spontaneous, annoying ads bring most businesses’ great profit. They also give the business a chance to influence in the marketing arena. In the year 2021, programmed advertisements will be one of the crucial marketing trends that allow businesses to gather a giant mass of specific audiences.
The constant alteration of search engine results will result in a much higher need for consumers to search for traffic. With the heightened increase of competition in the digital space, advertising methods will safeguard an elevated level of trust from the target consumers. In utilizing this marketing strategy, businesses are always encouraged to find a suitable advertising platform.
Boosting customer-friendly experiences with voice optimization
The online medium is a much more competitive market than conventional ones. Crafting exclusive deals, spot-on markdowns, and low rate expenses are never enough for attracting online purchases. In the world of digital evolution, customers will always crave first-rate shopping experiences to tend to their needs. That being said, businesses must develop more hassle-free counter experiences to ensure customer satisfaction.
As most businesses started to invest heavily in mobile marketing, producers need to ramp up their capitalization efforts. One prime example is optimizing the voice searching feature to provide a smoother customer experience. As predicted by online marketing analysts, 55% of the Internet search queries utilized voice searching optimization. Therefore, the search-friendly feature will only grow in 2021.
Optimising the Augmented Trends
For starters, it is never enough for a business to be complacent in formulating what the digital marketing trends for 2021 are. Experienced and qualified consultants in the virtual platform should help enterprises to work out the designed strategies.
Doing so will allow the marketing specialists to analyse the operation until effective marketing segments are chosen at the endpoint.
Refining the traditional approach
With the high-end development of technology swinging in most netizens’ sights, the classical method will not help businesses expand. So going with a specific marketing channel would no longer be relevant. Companies must be aware of developing all accessible spheres, such as native promotion, advertisement, and engaging content.
Rising above the limits with neuromarketing
One of the most futuristic trends in the year 2021 would be neuromarketing. This type of marketing trend involves scrutinizing and studying how that influences a customer’s behaviour. Doing this process, one would analyse the human brain’s scientific bustle. This would allow owners to modify their existing strategies to trigger the audience’s liking.
The central core of Internet marketing to expand a profit doesn’t only rely on digital marketing trends for 2021. For a company to achieve a tremendous feat in the digital and competitive space, crafting a positive image in the limelight is essential. Moreover, businesses are always encouraged to think outside the box to connect with their ever-changing consumers in the most convenient, relevant, and adaptable approach.
Article | August 10, 2020
When consumers shifted to online-only shopping, City Beach was more prepared than a lot of other retailers. Not only had City Beach invested in e-commerce long before the pandemic struck, but they were observing real-time customer behavior and making wise inventory decisions to meet the demands of customers and still deliver business results.
Alex Timlin (SVP Verticals, Emarsys) spoke with Mike Cheng (Head of Digital, City Beach) who shares his take on e-commerce and changes in customer behavior prompted by COVID-19, including:
How critical a retailer’s e-commerce strategy is for engaging customers, Watching real-time trends to manage inventory in a profitable and customer-centric way, Why focusing on an excellent customer experience leads to greater long-term engagement than focusing on the conversion rate.
Article | August 6, 2020
There is no reason to fear the creep of automation coming to paid search. Instead, we should embrace it so that we can do what we humans do best come up with incredible paid search strategies. “Automation” has been something of a buzzword in the marketing world for quite some time, particularly when it comes to paid search. Search engines continue to roll out new features, often with the use of machine learning, to help make lives easier for marketers.
Article | July 14, 2021
In this article, Nate Burke, CEO of Diginius, an expert provider of digital marketing solutions for ecommerce and online businesses, explores how brands can boost affinity through customisation and personalisation tactics in the digital age.
How many of us remember walking into a holiday gift shop when younger (and before a global pandemic put a stop to the H word), and eagerly searching for a fridge magnet, mug or pencil inscribed with our name?
Personalisation is a tactic brands and businesses have been using for years to hook us into their offerings. The idea is, as consumers, we forge stronger attachments to products that appear to have been created for or tailored to us, personally. For businesses, encouraging these deep connections with customers results in loyalty and greater lifetime value.
In theory, the formula is simple. But in reality, success requires so much more than printing a name on an everyday household object. Instead, brands must allocate large amounts of resources to really understanding their customers, and then develop offerings that suit.
Fortunately, the internet provides a more efficient and effective way to personalise offerings on a mass level. And as a result, we’ve seen the rise of businesses, including Moonpig, Getting Personal and Funky Pigeon, which offer customers a service to personalise common gift items, in order to create something with greater meaning and significance for a loved one.
However, in this day and age, customers have, what seems like, an unlimited choice of options when it comes to personalised products - think those mentioned above, as well as etsy, Not on the Highstreet and the numerous photo printing and engraving services offered by the likes of Boots, Asda, H.Samuel, Next and so many others. Therefore, for personalisation to really be a differentiating factor for your brand, tailoring must go far beyond the surface level of a product.
Everything from the brand experience, content and functionality of the final product or service needs to be designed and developed with each individual end user in mind.
But again, the internet offers its hand in this sense too. Essentially, businesses with digital offerings also have data and insight at their fingertips, which can help them to better understand who their customers are and what it is they want. With this information, brands can begin to personalise the way in which they communicate, interact with and cater to their customers in order to evoke a greater feeling of connectivity.
For example, personalised digital marketing tactics, such as including first name fields in email campaigns, have proven to generate greater click through rates than those without. Clearly, tailoring this small part of an email by ensuring such information is collected and stored in your address database can have a significant impact on the success of your activity, soon outweighing any additional work or effort required to implement the change.
Similarly, pay per click advertising (PPC) can benefit from personalisation, particularly if ads are targeted using users' individual preferences and characteristics. While PPC management can be a time-consuming task alone, and personalisation only adding to the load, there is a strong case for the use of a software solution that can help you collect and analyse data, and then automate activity accordingly. As well as saving time, the marketing tactic also becomes much more efficient, by lessening the budget being wasted on ineffective leads. With ads more likely to be shown to users with a greater chance of clicking, as their data suggests a strong interest in your offering, there is opportunity to improve click to conversion rates, too.
Again, this all sounds good in theory, but a data-centric approach presents further challenges in terms of knowing what information to collect, and then interpreting it in a way that is accurate and useful to the business. For instance, businesses operating across various sales channels may face difficulty collecting data that is representative of its multiple customer segments. Its online customers are likely to be different to its in-store ones, and so an offering that is personalised to the latter, is not guaranteed to feel equally as customised to the former. Or vice versa.
This is another area in which technology can help. Platforms, such as VTEX, offer businesses a way to collect and centralise data across all channels. With all this information in one place, it is possible to draw meaningful and accurate insights to inform personalisation decisions.
However, personalisation, in its fundamental form, is all about being human and emotive in your approach. It comes down to understanding the intrinsic values of your customers, and placing these at the centre of your offering to develop meaningful connections. Data and technology, therefore, can only help so much. Alongside this, there needs to be human input, which can come from your experience and expertise of your market and consumers.
For example, in more recent years, we’ve seen brands give more thought to mass marketing opportunities on special days and events, such as Father’s Day. While data and technology can help you create a personalised email to promote gift ideas for an event which the majority will be celebrating, a human approach will tell you that many of your customers may prefer not to see messages associated with the occasion. As a result, we see pre-campaign eshots that give warning and opportunity to opt out of communications associated with the event.
By combining both technology and human instinct in this way, offerings become that much more personal and effective at boosting brand affinity. And that is where there is a real sweet spot when it comes to differentiating your personalised offer from the next, especially as the ecommerce market becomes ever more saturated with competitors.