By Annabel Thomas
2020 was unpredictable, to say the least, lockdowns and tiers dominated our lives and meant the digital marketing trends of the last year were largely unpredicted. There was a huge rise in e-commerce sales, online shopping went through the roof with millions of us stuck at home, social media use increased and video conferencing became the norm! Internet usage reached an all-time high and the average adult spent 4 hours a day online. This has all created a large shift in the ways brands interact with their customers. These are our thoughts on what digital marketing trends we will see in 2021…
It has been a hard time for many people, and now more than ever, consumers want to know where their money is going. Consumers are looking for brands that provide flexible payment methods, promotions and offers as well as showing goodwill to their loyal customers.
Furthermore, it is important that brands display empathy and support for important social issues; 47% of consumers expected companies to show support for the Black Lives Matter movement on social media. The conversation around racial equality gained enormous momentum in 2020 and consumers expect brands to be proactive in their approach to such matters. Shoppers are increasingly mindful of where they spend their hard earned money, and if brands don’t meet growing expectations then they could be at risk. In 2021 brands can’t shy away from taking a stance on important issues.
With a stay at home narrative being pushed by governments, many people are seeking a strong social connection. Consumers have turned to social media to stay entertained, connected and informed, and this has namely been done through video content. Video sharing app Tik Tok has seen huge increases of users during the pandemic, from a range of demographics. Even the parents of young children are signing up and creating accounts. By 2022 it is estimated that 80% of consumer interest traffic will be driven by video. Brands that tap into the power of video will be positioned well throughout 2021 to keep consumers engaged. Take a look at how you can make TikTok work for you in our recent blog post.
2020 saw a huge increase in the amount of time we spent on our phones. Many of us now use apps for food delivery, games, entertainment and shopping. Shopping experiences are unlikely to go back to how they were pre-covid, with much now being done through our mobiles. Downloading an app shows affinity and loyalty for a brand and it has been researched that app users are likely to spend three times as much with your brand than other customers! As this trend continues in 2021, brands should invest in their app strategy. If you need any help with developing an app for your business then get in touch with us today.
Understandably, consumers are more aware of the impact of consumption on the planet. They want to know about the packaging, materials, systems and practices used by companies. Google trends from last year show an increase of searches for ‘local food’, ‘farmers market’ and ‘sustainability’. Consumers are actively seeking businesses who are transparent and eager to establish and adopt sustainable business practices. Marketers are responsible for showcasing and communicating the efforts of brands in demonstrating this progress.
More and more households are using voice technology, with assistants such as Alexa, Cortana and Siri becoming household staples. The shift to voice impacts shopping, advertising and SEO. As voice increasingly dominates searches it is important to invest in how your business can keep up with this changing trend. Take a look at our blog on optimising your website for voice.
2020 was unprecedented in many ways and the impacts of the year are set to drive change in the digital marketing landscape. Are you set for 2021? Get in touch with us today to find out how we can help!