The pandemic has forced all businesses to relocate their products and services to the internet as much as possible, as a result the need for digital marketing has grown. Now, creating a digital marketing strategy requires special care and an understanding of the global context. So, what are the most prominent trends in 2021, from privacy and personalization, engagement, and trust, to opportunities for a new target audience.
Privacy and Personalization
The focus on data protection, that still is a matter of worries, will undoubtedly grow next year. This is obvious when looking at the great tools of digital marketing. For example, Google plans to ban tracking of user behavior through third-party cookies in a couple of years. The most popular browsers – Chrome, Firefox, Safari – have either already blocked such cookies or plan to do so in the coming years.
Paradoxically, consumers also no longer want to be a unit of faceless mass. As a result, the visual or newsletter in which we recognize ourselves – not only the name, but also hobbies, shopping habits – is more affected. According to a survey conducted by marketing personalization platform Kameleoon, 73% of users already say they want a personalized experience. However, another 57% of their needs remain unmet.
Obviously, digital marketers are facing a serious puzzle of how to reconcile conflicting needs. One possible solution is to keep track of privacy developments and start collecting zero-part data (deliberately provided by users themselves).
Today, the beautiful history of the brand alone is no longer enough, as personal connection has become more important. Larger companies have already adapted, so we are seeing more and more marathons, social support, eco-campaigns, and other seemingly unrelated solutions. It is not just about raising awareness or retaining existing customers, as it creates added value for society, which also attracts new consumers.
The effect of the most popular influenza agents is shrinking for a similar reason. The change is noticeable around the world. In a Universal McCann survey, 63% of respondents say more than 50 percent of the information provided by bloggers (including video content creators) is false. Celebrities are even more hesitant: only 31 percent think they provide at least half of the correct information. Compared to 2014, overall consumer confidence fell 8% overall. The great opinion-makers in the world are also set foot by the deteriorating reputation of buying followers, immoral behavior.
Micro-influencers are becoming a more popular channel. The Mobile Marketer notes that on the Instagram platform, the relationship between the number of followers of influencers and the return on investment is inversely proportional. For example, those with 1,000 to 5,000 followers have an engagement rate of 8.8%, and those with 10,000 or more have just 3.6%. Such an opinion-maker is closer to buyers because he is the same ordinary consumer, tormented by the same worries that our product can solve.
According to a SproutSocial study, 53% of consumers prefer to use brands that appear to promote transparency on social media. It is recommended to achieve transparency and credibility in several ways: responding in a timely manner to queries, comments, and feedback, answering frequently asked questions, or revealing the product path. Also, it is worth keeping track of where and how the brand is mentioned on a regular basis. Make sure the brand is not mentioned in news pages, or social networking groups with questionable reputations.