A year ago, consumers were adapting to lockdowns and quarantines, which forced them to experiment with different platforms, the idea of shopping online (for everything!), and attending virtual events. While we won’t quickly forget the toilet paper drought any time soon, we can confidently say which 2021 digital marketing trends are sticking around as we move towards a post-pandemic world.
Digital Trend #1 – Interactive Content
With so much time spent at home, the ability to interact with a brand is one of the leading digital marketing industry trends that are here to stay. Whether it’s a 360-degree video, a social media live event, or a poll inside of Instagram Stories – that connection leads to a more engaging buying experience.
The “see it in my room” feature offered by sites like Amazon and Wayfair uses Augmented-Reality (AR) to visualize what that new chair or vase would look like in your home without you having to leave the couch.
Even the apparel and cosmetics industries are jumping on this trend as well with “see it on me” technology. Without the luxury of shopping in person, this is the next best thing.
Digital Trend #2 – Voice & Optimizing for Semantic Search
The latest digital marketing statistics show that voice search accounts for 50% of all searches, and 55% of all American homes will own a smart speaker by 2022. Of people who own smart speakers today, 72% use them as part of their daily routines.
It’s hard to argue with stats like that. What digital marketers need to do well is optimize for voice search. With consumer queries being answered almost immediately, brands that optimize for semantic search are more likely to be the spoken answer and the featured snippet. This featured snippet is the coveted “position zero” in Google’s search engine results pages (SERPs).
The trick to do this effectively is to keep it conversational. Instead of just keywords, use longer-string phrases that your consumers would naturally say. Having a good search engine optimization (SEO) strategy in place is the first step in laying the groundwork to optimize for semantic search.
Digital Trend #3 – Micro-Moments
You’ve heard of being in the right place at the right time. Micro-moments are the digital marketing trend that does just that. When someone needs to know, go, do, or buy right now, that is a micro-moment. Consumers turn to their devices first, now more than ever, and if you can position your brand to be there in that moment of need, you are golden.
Instant gratification is a consumer expectation at this point, and the ability to learn more or buy a product directly from an email or a shoppable social media post is the new “impulse buy.” To do this well, brands need to identify their customers’ “buy now” moments, quickly deliver useful info, and make it easy to purchase on the spot.
Digital Trend #4 – Short-Form Video
Consumers have the attention span of a gnat and lose patience quickly, which is why one of the biggest digital marketing industry trends in 2021 is short-form video. Anything less than two-and-a-half minutes is considered “short,” but ideally, 30 seconds (give-or-take) is where you want to be.
Short-form videos are a great way to leverage user-generated content and encourage fun, viral-worthy content with influencers. Tips and tricks, how-tos, or DYK (did you know) videos are easy ways for you to highlight your products and offer solutions that address pain points for consumers.
Unboxing videos used to be the “in” thing, but let’s face it – those are so 2019. Instead, quick behind-the-scene sneak peeks or how it’s made videos are where it’s at in 2021. Consumers want a backstage pass to how you do things, and this is an affordable way to increase engagement and awareness of your work.
Digital Marketing Trends are Constantly Adapting to Consumer Behavior
Digital marketers are always looking for the next best way to connect with consumers. And paying attention to how consumers are reacting to the world around them is vital. Consumers today are looking for quick, on-the-spot answers to their questions, ways to better get to know brands before they buy, and easy options to make purchases.
The latest 2021 digital marketing stats show that informative, short, and engaging interactions are the best way to connect with consumers this year. Our advice? Keep it simple and fun, and be a trusted friend to your customers. If you are in the right place at the right time with the relevant info, then you will be the go-to brand for consumers.
Are you looking for more insight on the digital marketing landscape, future trends, and what you can do to take your strategy to the next level? Reach out to the Zero Gravity Marketing team today and find out what sets us apart from other digital marketing services.