Digital marketing hasn’t changed all that much in the last few years. The formula has remained largely the same, requiring businesses to optimize their websites for search engine algorithms, develop content that readers and web visitors find interesting and beneficial, and implement strategic pay-per-click (PPC) ad campaigns.
Comrade Digital Marketing has mastered these principles, but we’re always evolving with the times, and 2021 absolutely poses new challenges to businesses.
In 2020, we saw some interesting developments get underway, and digital marketing in 2021 is about to reveal even more fundamental changes that businesses must understand to continue growing online.
What Has Changed in Online Marketing?
Of all the digital marketing changes we’ve seen in recent years, the massive increase in online competition through 2020 is among the most significant.
With the COVID-19 pandemic affecting businesses globally, the internet has become more important than ever. Businesses are more online than they ever have been, with more products and services available online and more competition on the search engines.
Greater competition online means previously successful digital marketing campaigns were disrupted, forcing businesses to adapt.
Balancing UX, Design, and New Competition
Digital marketing requires more than just making a website look good, though that is also an important part of any online marketing strategy.
After 2020, businesses need digital marketing experts who can solve their problems, address pitfalls in their online strategy, and adapt to the increasing competition on the search engine results pages.
So, how will digital marketing change in 2021? Comrade Digital Marketing has a good grasp of this. We know what to expect, and we know how to help our clients.
In this piece, we’ll explore how digital marketing will change over the next year, considerations for your business, and how we can help you succeed in the face of new challenges.
Overcoming the Problem of Customers not Being Able to Touch Products Before Purchasing
While many online businesses already handle the problem of customers not being able to hold the product in their hands, it is an entirely new hurdle to overcome for some brands. With many retail stores closed due to the state the national economy, and with lockdown measures having required stores to close for so long, customers have become more accustomed to not touching products before purchasing them.
However, the challenge for online businesses is ensuring customers know that the products they are purchasing are of good quality.
There are ways to overcome this.
Use Influence Marketing
If you haven’t already heard of influencer marketing, now is the time to learn! This is a form of marketing that utilizes popular bloggers and social media stars to promote your products. It’s particularly important when customers can’t touch the product themselves before purchasing.
Influence marketing in 2021 has grown substantially. A recent study showed that 40% of people who watch influencers on their social media would purchase a product when they see it used by an influencer they like on Twitter, Instagram, or YouTube.
Develop the Best UX for Your Site and Products
When people can’t visit a store, the details on your website and the user experience (UX) are more important than ever.
When potential customers search your product pages, they’ll want to see as much information about your products as possible. Engaging and thorough product descriptions are among the top UX trends in 2021 as they help customers get a feel for what you’re offering. Combined with reviews and ratings, you’ll be able to chip away at any doubt that may come from not being able to interact with the product physically.
Use Video Marketing to Show Off Your Products
Don’t forget video marketing! If people can’t feel a product, seeing it is the next best thing.
YouTube marketing (which utilizes the internet’s most popular online video service) can take a couple of different forms. It may utilize an influencer (see: influence marketing), or your business may choose to open a YouTube account and produce your own videos.
Similar video platforms like IGTV and TikTok are great options, too. Be sure to show off your product from many angles and provide lots of use cases to help people get a feel for what you’re offering.
People Need More Information
As customers spend more time online and less in retail stores, there’s no reason why your website shouldn’t offer as much information as possible. You can do this in several ways.
Use Chat Bots
Chatbots have come a long way. Once a difficult-to-use and error-laden system, chatbots use artificial intelligence technology to speak to customers as if they are a real human customer service agent, providing information and answers to their questions.