5 Digital Marketing Trends Of Focus For 2021

#digitalmarketing #livestream #voicesearch #visualsearch

2020 was unpredictable, to say the least. That meant that while some of the trendswhich were predicted pre-pandemic did end up coming to light, others didn’t emerge at all, with various forced adaptations reshaping elements of the marketing landscape.

So, what marketing trends will continue to permeate in 2021?

Here are some key trends to consider:

1. Live-streams and an increase in influencer #content

Stay at home orders meant events were canceled, and consumers were unable to attend in-person events. Human-driven #content like influencer live-streams can create trust, and tap into the 'in-the-moment' connection that 2020 consumers crave.

On facebook, live viewingsspiked by 50% during lockdown periods, while viewings on instagram surged 70%. Tiktok use shot up in 2020, and there’s a good chance we’ll see this upward trajectory continue.

2. More good will and purpose-driven missions from brands

There is a core need for transparency from brands. Why would consumers want to invest in something that they can’t trust or don’t believe in? This is why connection will be pivotal for brands that want to remain trusted sources.

Now more than ever, brands are having to dig deep to find out how to flourish in turbulent times.

3. An emphasis on sustainability

81% of consumers strongly feel that companies should help improve the environment.

The hunt for a greener planet continues, and consumers are actively seeking out brands that are purpose-driven and conscious about the environment. As the world remains a fragile place, it will be key for brands to reiterate their sustainabilityin.

4. Inclusivity will be key

A study by accentureshows that the cultural shift towards inclusivity is also impacting purchase behavior, with 41% of shoppers shifting away from retailers which don’t reflect their views on identity and diversity - and 29% are willing to switch brands completely if they don’t show enough diversity.

5. Increase in voice and #visualsearch

An increasing number of consumers are searching via voice-activated toolsabout one in four american homes has a smart speaker of some kind.

But it’s not just #voice search that will prevail in 2021 - we can also expect other creative search methods to rise to the top, like #visual search.

Tools like google lens enable consumers to search for whatever they can see. This means marketers will need to focus even more on image alt-text and sitemaps for images. Over the next year, visuals will become increasingly important in the game.

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