The future of digital marketing: 6 areas to focus in 2021

What are the latest developments in digital marketing? What is the latest technology to optimise your campaigns? The latest trend to follow. Influencer marketing, email marketing, B2B communication, social media, CRM, Facebook ads, digital transformation, inbound marketing … And even entrepreneurship. Discover the future digital marketing trends to focus in 2021!

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Comprehensive Guide and Types of Digital Marketing

A major digital transformation of purchasing

Consumers are turning to digital and low contact means to access products and services. This development is expected to continue, in large part because e-commerce is often more efficient, less expensive and safer for customers than shopping in physical stores.

For marketers, this means rethinking how to handle today’s new wave of data and how to use it to better personalise offers and messages to growing customer segments. Your business insights will play a critical role, both in assessing consumer preferences and behaviours at increasingly resembling levels, and in enabling rapid reaction to opportunities or threats.

Digital Marketing: for consumers

Not only people are buying more and more online, but they expect to be able to perform other tasks and access services online as well: from online medicine to education and online tickets to services.

For marketers, this growing consumer confidence in using online services suggests a potential increase in demand and an opportunity to create new connections with people. Marketers should focus on developing partner ecosystems, both public and private.

With the growth of online services, it will be important for marketers to think about the role of their brands in “platforms.”

Customise everything

There are no two solutions: your customers want personalised content across all your channels, including the web and email. With technology transforming our ability to refine every message, consumers have less and less patience with generic web content and marketing emails are much more likely to ignore you if you do not speak to them in a relevant and direct manner.

Using personalised content can improve the customer experience, and it also helps build trust. When people interact with personalized content online and via email, they are much more likely to be persuaded. Many B2B organizations have static websites that deliver the same content to all visitors, regardless of where they are from, what device they are using, and what their business data is.

This is where AI (Artificial Intelligence) can be essential to your personalization efforts. In fact, over half of marketers with AI use it for content personalization. Predictive models using machine learning to determine the types of web content and email customers prefer is the next frontier in personalization. By incorporating predictive content into your website, you will be able to match the right content to every visitor, even if it is new to your site. (Browsing data like company name, location, etc.) can help your predictive model determine what content to serve.

Make mobile marketing a priority

We have arrived in a situation where we have to totally rethink our ways of thinking about marketing and working. The climate emergency obliges us to do so, the well-being of individuals too. The mobile marketing has always been a challenge, especially for B2B and B2C companies offering complex products. But cell phone sales are now making real sense, for both B2B and B2C consumers. Mobile apps can be an important revenue stream for B2B businesses, especially when used to capture repeat orders from existing customers.

Here are some quick tips for mobile marketing optimization:

Analyse customer behaviour on your mobile friendly web pages and in your mobile app.
Understand how mobile users interact with the emails they open on mobile devices. Almost two-thirds of emails are now opened on mobile devices.
Take advantage of the channels offered by mobiles, such as SMS, push notifications, etc.

Our final word: if you have not yet optimised your website for mobile browsing and / or developed a mobile app, it is time to get started. Mobile should be an integral part of your marketing plan and fully supported by your marketing automation solution.

Measure long-term performance and empower brands

Marketers are addicted to short-term statistics. Weekly, monthly and quarterly goals keep us all going. But most of the metrics we measure are for fairly short time frames, and when we focus so intensely on the short term, we can miss long term trends that can reveal opportunities for growth.

Incorporating long-term KPIs into your performance measurement system can help you see ahead of your competition and grow faster. Measuring long-term performance requires a full set of data, so any tool you use for marketing analysis should be able to easily connect to your CRM and other relevant platforms. You should be able to design your own reports without resorting to spreadsheets or custom code. You should also have access to predictive analytics that can predict future trends from your existing data.

Predictive analytics often rely on machine learning and other forms of AI. Machine learning can help you discover the characteristics of customers that meet your marketing, seasonal engagement models, the most attractive product combinations, and more.

Our final word: Make sure you are tactically prepared to measure long-term trends and do not miss the opportunity to use the information gathered to design new, more effective strategies.

In recent years, social values have been at the centre of concerns and the current crisis is likely to accelerate this trend. This means marketers need to communicate a strong sense of the purpose of their brands: a cause the brand stands for or an area in which the brand aims to make a real difference. But beware: brands will have to make clear and authentic commitments in favour of the causes in which they believe, otherwise they will see newly empowered consumers challenge them.

While no one knows what the exact contours of the next normal will look like, we know things will not turn back to how they used to be. Marketers will need to systematically monitor trends and metrics, commit to bold changes to their marketing strategy and investments, and be agile in the organization to respond to the emerging world.

Confidence: health and safety

Personal health and economic well-being are major concerns for people – and likely will remain so. Pedestrian traffic in stores will only return when people have confidence that the spaces are safe and virus-free. Marketing managers will therefore need to think about a much wider range of buying experiences, which will require greater coordination with the company’s sales and operations teams.

In addition, the increased use of sensitive health data – ranging from taking temperature in public as a condition of entry to portable devices that transmit health information – has already created privacy concerns and highlighted the problems associated with data sharing. There is a strong division of attitudes on the idea of trading privacy for freedom of movement and openness of the economy. The way marketers maintain customer trust in data and privacy concerns can become a point of differentiation and even a source of competitive advantage.

The near total halt to travel and other current lockdown constraints have made local neighbourhoods much more important – including an increase in local social networks.

Companies looking to develop their links with consumers can therefore benefit from the localization of their marketing.

To manage this hyperlocal activity and engagement, marketers will need to revisit their operating model to ensure a more granular presence at scale. This approach will need to build on many capabilities developed around personalization (analytics, trigger-based messaging, and agile testing and learning approaches), and will also require resizing the production of content and to rethink performance management.
The crisis has turned the house into a multifunctional hub, a place where people live, work, learn, shop and have fun. This will be all the more true as a growing number of international organizations and employees attempt to retain some of the benefits of remote working that they have now experienced.

For marketers, they will need to use smart devices and interfaces throughout the home. In addition, they will need to rethink their media mix across a broader set of channels, such as video conferencing platforms, virtual reality and, for the right segment, video games. For marketers, the key question in navigating this “home economy” is to integrate it into the proliferating services and products embedded in the home.

Cloud Engineer with 6+ years' of experience. Versatile professional with code development, creative designs, computer networking, digital marketing, analytics and cyber security projects.
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