What are the biggest digital marketing trends for 2021? More of everything, like influencer marketing, interactive content, and more of whatever will get digital consumers engaged with your brand online. Here are the top 3 digital marketing trends that you should consider investing your time and resources in to succeed in 2021 and beyond.
Social Influencer Marketing
Social influencers used to be huge Internet celebrities with thousands, sometimes millions of followers. But now the Davids are beating the Goliaths as companies are turning to people with diminutive, but dedicated, social media audiences to leverage as influencers and reach a targeted group with a voice or face they find trustworthy. Influencer marketing is becoming more personalized as well since it is seen by consumers as “more authentic”. 92 percent of people trust other consumer recommendations over corporate ads. A recently released study predicts that the ad spend for influencer marketing could reach $10 billion by next year.
Ninety-one percent of buyers are looking for more interactive content online. In 2021, content marketing will shift its focus to give audiences more of what they want, like shoppable posts, augmented reality, virtual reality, and polls just to name a few. The reason interactive content will be one of 2021’s top marketing trends is because this level of interactivity in retail is new and original. For example, a shoppable Free People ad on Instagram. When a user taps the photo, the dress name and price appear. When tapping the price, the user is taken to a screen with more information and the option to view the item on the Free People website. This type of ad is extremely shareable and gives visitors a reason to stay and engage the brand.
“Content experiences” are the combination of content with context. This matters because content conveys experience—both good and bad—through elements like design, placement, and environment. Consider Coca-Cola’s “Share a Coke” campaign, which started in 2011 and is still going strong in 2021. Coca-Cola lovers can personalize bottles with their name or friend’s name from the Coca-Cola website or look for a name on a bottle at a real-world store. The campaign went viral as consumers began posting pictures online with their personalized drinks. Consumers naturally loved the ability to personalize bottles, and it became a great way for Coke to engage their audience—and get them to make a purchase.
Content experience is about addressing the whole user experience when engaging with the content. It puts control back in the hands of the marketer, while also focusing on the brand experience. It’s about thinking holistically, which is an important part of considering your overall 2021 digital marketing strategy.
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