Top 3 Trends in Digital Marketing 2021

When it comes to industries as interwoven with technology as Digital Marketing is, rapid innovation and adaption are the norm.

Throw into the mix the global tumult of COVID-19 and it’s no surprise that the landscape is changing faster than ever. Those savvy enough to spot the opportunities before the crowd are best placed to break new ground and reap the rewards.   

So, as we head into the second quarter of this year and start to see the light at the end of the pandemic tunnel, let’s take a quick look at the top 3 digital marketing trends in 2021.

AI

Advancements in AI technology are set to fundamentally reshape huge swathes of the global economy, and Digital Marketing will be no different.

In particular, Natural Language Processing (NLP) is training computers to read and produce written text to a more and more human-like standard. This has major implications for the use of automated chatbots, allowing them to be an ever-more effective and reliable means of communication with customers.

 A 2017 poll found that 56% of people would rather message a business than call customer service. The sooner Digital Marketers can learn to take advantage of Chatbot technology, the sooner they’ll be able to engage these customers on their preferred terms.

But it’s not just chatbots that will come out of smarter AI. Expect to see early adopters leveraging the technology to automate audience and search engine analysis at a scale and fidelity far beyond human-powered manual methods, allowing far more accurate keyword and content guidelines for copywriters.

This analytical power is also fuelling the boom in spending on Programmatic Advertising – the real-time data-based matching of ads to consumers by AI – which emarketer.com expects to rise by 24.1% this year alone.

Online Events

2020 saw events become virtual, but some are predicting that things are going to stay that way, even post-restrictions. Jim Kruger, CMO at Veeam, told Forbes in an interview that:

“Companies found that by going virtual, they opened up their event to an entirely new audience as virtual events are more accessible than in-person events…. Visa issues, travel restrictions and costs aren’t as much of a concern… many companies have found that this allows for higher attendance… and a higher ROI.”

The challenge for digital marketers will be to ensure their online offerings are just as engaging as live events. In the same interview, Lisa Apolinski of digital marketing agency 3 Dog Write warns against pre-recorded presentations: “Virtual events have great power but not if there is only one-way communication.

Voice Search

It is estimated that 30% of web browsing in 2021 will be performed by voice command. This has massive implications for SEO, as the language people speak can be very different from the language they would have typed into a search bar.

It also places an even greater emphasis on the ‘rank zero’ Featured Snippet on SERPs, as that is the result that will be read back to the user by Siri, Cortana, Alexa, or whoever else comes along, leaving even 1st ranking pages on the trash heap.

Keeping up to date with the cutting edge in digital marketing is crucial for success. But when you’ve already got your hands full running a business, it can be hard to find the time. The best thing to do is hire a passionate, capable copywriter to do it for you! Use our free email template and get in quick before they’re snapped up by the competition!

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