So much has changed …
The global pandemic of 2020 is not yet finished wreaking havoc on the day-to-day operations of both businesses and consumers. Driven by national lockdowns around the world and the threat of the virus, people have moved much of their consumer behaviour online. From consuming content to shopping for groceries and services, consumers want to do it all from the comfort and safety of their couches.
More than ever, companies need to keep their fingers on the digital pulse. We must all keep up to date on the hottest digital marketing trends and use them in our marketing strategies for this new year.
#1 Aim to get your content as the “Featured Snippet” in Google SERPs
Getting your website to be at the top of the Google results page is the first prize for any company. But have you ever noticed that when you type a question into Google, a small box appears at the top of the results with the answer? This is a Featured Snippet. This is Google trying to find the correct answer to your question without you having to click on a website.
To have your information featured here, you need to ensure that all your website content is accurate, original, and most importantly, easy to understand. You want to position yourself as an expert in the field, and build trust between yourself and the consumer.
#2 Customer Segmentation
We all know by now that Google and Facebook collect our data and understand our behaviour on levels that we cannot even know. So why not use this data to place your advertising in front of the most interested and engaged audiences possible?
#3 Shopping on Social Media
A digital marketing study in 2020 by SproutSocial found that 46% of Instagram users purchased one or more products from a sponsored Instagram post. So make it as easy as possible for people to buy your products, and what is easier than buying directly from a social media ad?
#4 SEO for Image Search
Have you tried Google Lens? You can now use your phone camera to translate written foreign language, or to identify a particular item. Google is steadily expanding their crawling away from just words and moving into the realm of images and videos.
To take advantage of the increased number of visual searches, make sure your images and videos are optimised for Google. Think about:
- always including alt text in your image descriptions
- adding images to your sitemap or creating a dedicated image sitemap
- including your SEO keywords in the file name of your image
- using top-quality images and videos, including HD (just make sure to compress it!)
#5 Ad-Blocker Development Race
Studies show that by 2021, 27% of internet users will have adopted ad-blockers. This cuts off a significant proportion of your digital advertising market. This won’t affect all digital marketing streams, but it will be enough to kick off a development race between ad-blockers and marketing tools. Keep your eye on this space!
#6 Non-Linear Customer Journeys
Your old and trustworthy marketing funnels of Awareness-Consideration-Decision are slowly becoming redundant. Consumers are taking a less and less linear approach when purchasing products and services. They may browse your social media pages, your website, your app. They may take a week before deciding on their purchase. This year try to look at your platforms as interconnected touchpoints that need to be present and accessible in a consumers day-to-day life.
#7 Capture the Ephemeral
Snapchat ushered in a new era of social media: Ephemeral content. Images, videos and posts that only last for a set time are now common features across most social media. Many businesses will find marketing opportunities in things like Instagram stories and the like.
#8 Sustainability – We Care
Climate change and environmentalism is now front and centre in many conversations now. Many people like to see businesses (large and small) making an effort at sustainability. Put some thought into publicising or advertising the “green” measures you’ve taken, or products you provide.