Change is good, though and as we reflect on 2020 and how different the marketing landscape is likely to look in 2021, we think it’s safe to say digital marketing specifically will have a much bigger part to play in 2021.
It’s been a year full of unprecedented and unplanned events that have accelerated the digitalisation of many brands and certainly changed consumer behaviour, perhaps forever.
So which 2021 marketing trends do you need to read up on now?
So we’ve established that marketing matters and we know you want to get a head-start over the competition, so what are some of the techniques you should be using to achieve those objectives?
We’ve witnessed lots of headlines this year that have highlighted the importance of inclusivity but also divergence. It’s no longer appropriate to deliver one size fits all content.
Your digital marketing strategy in 2021 needs to be representative. From the content you deliver, the image you use to the products you offer, your business should consider reflecting just how important identity is.
Something that will become more important in the post-Brexit marketing landscape when UK businesses may struggle to access international opportunities, in 2021 local SEO will be a powerful tool.
Given that Google is frequently updating its local SEO algorithm, you should likewise by updating your own business appearance.
You should also, as part of this strategy, define your local keyword strategy too. If your location is famous for a particular landmark that people are frequently searching for, find a creative way to incorporate that.
We already mentioned the importance of community and this will be evident in deeper customer segmentation when it comes to email marketing campaigns. Again, not a new concept.
Rather than blasting out a large marketing campaign to a general audience, in 2021, smaller, highly targeted campaigns, sent to specific niche audiences based on particular traits will be a trend to adopt.
You can extend this strategy a step further by applying to specialised ads, categories of blog content as well as serving up specific social media content to engage with varied communities.
OK, so this one might have been around for a while but 2021 will see it recognised as best practice policy. The beauty of interactive content is that it promotes the user’s enjoyment while simultaneously improving engagement. Now that’s a win-win situation!
Simple interactive activations include quizzes, surveys, calculator style widgets, guides and giveaways.
Many of the trends we saw emerge in 2020 will, of course, continue into 2021. If you’ve not got round to implementing any of those yet, then now is the time to do so.
In particular, we recommend you consider integrating the following trends from 2020:
Gen Z Marketing – scary to think that the eldest of Gen Z entered the workforce in 2020. If your brand is looking to infiltrate that younger market, make sure you understand or work with a company that knows the ins-and-outs of Gen Z best marketing practices.
Voice Search SEO – “Alexa, find me somewhere to eat in SW12.” Voice assistants have been around for a couple of years now so it’s no surprise that voice searches are on the increase!
Micro-influencers – think of these as average people who just so happen to have a larger than average social media following. What that does mean is that they are usually authentic and have high levels of engagement. Align with enough of them and you can achieve the same results, if not better, and certainly more cost-effectively, than by engaging with a top-tier influencer.
So there you have it, a rough and ready round-up of the marketing trends to look out for in 2021.
Please keep coming back to our blog throughout the year to make sure that you always have your finger on the pulse of what’s hot and trending in digital marketing.
Check out our article on how to Get a Head Start on 2021 Marketing Trends ⋆ Slam Marketing