The COVID-19 pandemic has created 2021 digital marketing trends never seen before, prompting some sectors that were initially resistant to go online to adapt to the new norm.
The COVID-19 pandemic has caused the worst economic downturn since the Great Depression, forcing thousands of small- and medium enterprises (SMEs) to close their doors and prompting companies from the travel, entertainment, and tourism industries to lay off countless workers.
Due to social distancing, home isolation, and other public health protocols that aim to curb the spread of the virus, the Internet is now seen as the safest venue for interaction, even by seniors who were initially resistant to go online.
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Aside from the economic downturn, the global pandemic has another inadvertent effect: Businesses and consumers shifting online. Even sectors that were initially resistant to go online (e.g., grocery and supermarket chains) have been forced to use the digital platform and adapt to the new norm.
Below are the 2021 digital marketing trends that emerge from the new business landscape and consumer behavior and sentiment.
Consumers Want Fast And Clear Information
Several studies involving online consumers have shown that landing pages only have a five-second opportunity to convince people that they are worth their time and attention.
Recently, Google conducted a study to determine the correlation between mobile site loading speed and consumer activity. According to their findings, just a 0.1 site speed improvement was enough for retail consumers to spend 10% more, increase their page views on luxury items by 7%, improve their engagement by 5.2%, and reduce their bounce rate by 5.7%.
Simply put, today’s consumers are increasingly becoming impatient.
Search Engine Optimization Or SEO Is Not Dying But Rather Evolving
Over the past several years, there has been a dramatic increase in the number of companies using pay-per-click or PPC ads, prompting some people to assume that SEO is losing its luster, with some even going further and saying that it is dying.
But on the contrary, SEO remains an excellent digital marketing tool for online visibility, brand awareness, customer reach, and above all, sales growth. In fact, last year alone, companies spent more than $70 billion on their SEO campaigns.
While SEO is notably slower compared to PPC–i.e., it takes months for a business to optimize its site and see results–it remains the best digital marketing tool when the goal is to increase the value and authority of the website.
In many cases, SEO also provides a higher return on investment even though the results are not immediate.
Brands Must Use Local SEO To Reach Their Customers
A recent survey has shown that around 79% of mobile phone users purchased online using their gadgets over the last six months.
Another recent study conducted by Google also found similar results: around 96% of people used mobile phones if they had a “question or need,” with 87% choosing their gadgets as the “first source of information.”
The ubiquitous role of mobile phones and their ability to detect their users’ location has made local SEO more important than ever.
In essence, local SEO is a search engine optimization tactic that allows brands to be more visible in local search results; this is done by creating a mobile-friendly site, including local keywords (e.g., the business location) in the content, getting reviews from local customers, adding location pages or specifying the address on the “About Us” page, and setting up Google My Business account.
eCommerce Is Only One Of The Very Few Sectors That Benefit From The Pandemic
In a 2020 report released by the United Nations Conference on Trade and Development, eCommerce accounted for about 17% of the global retail trade, increasing from 14% in the previous year. The researchers have suggested that this trend will likely continue throughout the economic recovery from the coronavirus pandemic.
Voice Assistance Is Becoming Popular Among Gen Z And Younger Millennials
Surveys have shown that consumers between the ages of 25 and 35 have used voice assistance when making an online purchase, while around 60 percent of US adults used this technology in 2020.
The sudden popularity of voice assistance technologies and smart speakers–e.g., Google, Amazon, and Apple–stems from the home isolation and physical distancing protocols during the pandemic.
Consumer Brands Will Continue To Rely On Social Media Influencers
Consumer brands have long been partnering with social media influencers to sell their products. However, the stay-at-home protocols have further amplified this trend that will likely continue years down the road. In fact, a recent study showed that 40% of social media users reported purchasing a product after being shown by an influencer on Instagram, Twitter, TikTok, or YouTube.
In the last couple of years, Americans have been increasingly spending more time online. For instance, last year, an average social media user spent two hours and 24 minutes on their platform, which is a significant increase from just one hour in 2012.
And today, Americans on average spend 6.3 hours on the Internet daily, a huge contrast to one hour just 10 years ago.
Final Words About 2021 Digital Marketing Trends
At LOJO Marketing, our staff is closely monitoring digital marketing trends and the ever-changing consumer sentiment and behavior to help our clients maintain a good ranking and ultimately remain competitive amidst this fiercely competitive “new normal.”
To learn more about the 2021 digital marketing trends, contact LOJO marketing at (916) 303-4080 and get a FREE consultation.
