2020 has been a year like no other, with the global pandemic forcing people all over the world to change the way they live, socialize, and shop. The coronavirus threat has dramatically disrupted the economy and society, locking down cities, limiting travel, and forcing brick and mortar businesses to shutter.
Restrictions brought upon by the lockdown changed the way consumers shopped, pushing businesses to get creative and rethink their marketing strategies. More and more brands had to go online and digital to survive. And even as restrictions were slowly lifted, marketers found that people had somehow adjusted to the “new normal.”
According to the CMO Survey June 2020 Edition, surveyed marketers reported an 85% increase in openness among customers to new digital offerings introduced during the pandemic. With the rise in the value that consumers placed on digital experiences, this meant brands had to follow the shift in consumer behavior.
Fortunately, with consumers in favor of digital and omnichannel experiences, new opportunities have opened up for businesses. Here are the top digital marketing trends to check out in 2021:
1. Interactive Content
From polls to surveys and contests to giveaways, interactive content isn’t exactly new to the marketing scene. However, what has changed is how much more open consumers are to engaging with brands through interactive content. Take this opportunity to personalize interactive content with user preference, which builds a personal connection between your brand and the consumer. Interactive content not only improves user experience, but it also helps your brand improve its visibility in social feeds and algorithm-based searches.
2. Voice Search Optimization
According to Mobile Marketer, voice search for shopping needs will be a $40 billion industry by 2022. Adobe Analytics reports that mobile users are three times more likely to use voice search, with 3.8 billion smartphone users predicted for 2021; that’s a lot of voice searches. In the U.S. alone, eMarketer reports that 40% of Internet users use voice search, and it’s expected that it will increase by 9.7% by 2021. These numbers tell us there will be a higher need for marketers to optimize for voice queries, which should start with creating and optimizing content specifically with voice search in mind.
3. Local SEO Strategy
Restrictions in travel have also forced consumers to keep their movements close to home. With delivery of international goods slowed down, many people turned to local offerings. Even as the economy picks back up and logistics improve, experts believe that cautious consumers will continue on this trend. As a local business, you have the opportunity to reach consumers searching specifically within your geographic location. A good place to start would be to optimize your Google My Business listing by keeping it up-to-date and accurate. Other ways to achieve success in local SEO include website localization, managing reviews and ratings, and citation building.
To position yourself for a profitable 2021, marketers need to adapt and leverage digital marketing strategies predicted to evolve in the coming year. Let’s talk more about marketing trends and business opportunities to look out for in 2021. Contact us today!