Methods to Improve Your Digital Advertising Efforts in 2021
Nowadays, your company’s marketing role must have a huge digital component as the world increasingly moves from real interactions to online. For most modern businesses, budgets show the transition to digitization. For example, digital advertising spending increased 12% in 2020 despite the pandemic. No company these days can afford to ignore the digital landscape and e-commerce. So, if you’re looking for ways to update your digital marketing for 2021 to take advantage of the latest changes, you’ve come to the right place. Read on and take advantage of the advice discussed.
Image courtesy Enterprisers Project
Update your digital marketing
With new platforms, new analytics tools, and a renewed focus on mobile devices, not only has the impact of digital marketing on your bottom line changed, but the ways in which you can be successful in digital marketing have changed as well. You need to update your digital marketing strategies to take advantage of these changes if you want to maintain or increase your returns in the market.
Another way to improve your digital marketing is to recognize the increased purchasing power of Generation Z. This consumer cohort, born between 1990 and 2010, is reaching its limits, with the oldest of these consumers approaching their 30th birthday. Even the youngest of Generation Zers are now approaching a time of real, independent consumption driven by their own choices rather than mirroring their parents’ purchasing decisions. In the US and Europe, these young shoppers also control a lot of purchasing power – $ 143 billion to be precise.
Some of the ways you need to update your digital marketing involve simple changes in tactics rather than a strategic shift. We’ll talk about this group of upgrades first.
Build a community around your brand
First of all, consider what your brand means to people and how you can draw your customers closer to you. It’s not enough these days to just sell to people, you have to make them feel like you are part of a community around your brand. And that community exists online and on social media platforms. The way you communicate and interact on these platforms will help you create and grow a real community. This strategic imperative remains unchanged.
However, new platforms are emerging and changes to existing platforms require tactical upgrades to your digital marketing.
Let’s start with the new platforms. TikTok is a new platform that is unmistakable with its 689 million users (as of January 2021), making it the seventh largest social platform. And it quickly closes the gap to other platforms.
Clubhouse, another new platform, is also gaining traction to the point where there are still invitations because they can’t handle the demand. Originally introduced on the iPhone, the app recently introduced a version for Andriod devices that supports synchronous conversations similar to talk radio without the censorship provided by screening calls. This is a great tool for building engagement with your target marketing, answering questions, and for influencers to do their thing.
Some platforms are now different than in the past. For example, the big gorilla in the room, Facebook, while it’s still growing, is now attracting an older audience as younger people drift to Snapchat, TikTok, and other platforms they like better (and without revealing any information to their parents on the platform) . For more information on the gender and age of Facebook users, see below.
Image courtesy of Hootsuite
Use video content
Nowadays, video content is huge. We all know that people have relatively short attention spans. So if you want to attract and engage people with content for longer periods of time, it pays to add a little more video content to your arsenal of content marketing techniques.
Video marketing is more time consuming and requires certain skills, but nobody expects video content to compete with a Hollywood blockbuster. Content is more important than visual elements, which don’t require much more than some lighting (a ring light works fine), an external microphone, and an iPhone or other latest generation mobile device.
SEO (search engine optimization) has always been a moving goal and is no exception today. You need to update your digital marketing, especially your website, with the latest update of the Google algorithm – the most important web vitals metrics. This change, introduced in late May (2021), encourages websites in search based on the visitor experience they offer. Anything that creates a bad visitor experience, such as B. slow loading speeds will result in a lower ranking in search results.
Image courtesy of Search Engine Journal
Optimizing your SEO strategies for voice search is another way to improve your digital marketing for 2021 as more users move their search to mobile devices with Alexa, Siri, or Cortana, or use a device like Google Home or standalone Alexa devices. like Alexa show.
Third party cookies
The long-awaited move to eliminating third-party cookies is now a reality. To protect user privacy, search engines do not share cookies with digital brands. According to the Privacy Bee:
We need to become familiar with the privacy practices that come first. That means you can focus on building lists and developing personal relationships with customers. Make sure your 2021 campaigns help you build your first party data so you can rely less on other people’s data.
This change primarily affects ad targeting and tracking, and people don’t yet know how to update their digital marketing to reflect this change.
Focus on customer loyalty
Work hard to retain existing customers by working flawlessly. Chatbots are a great tool for answering visitor questions and customer concerns in real time. You will increasingly find these tools on the websites you visit as they are useful to customers and brands recognize them as a time-saving tool. Using AI (Artificial Intelligence), these chatbots never take a day off and have the answers to most questions stored in their huge databases so they can answer most questions quickly and accurately every time. Implementing ML (Matching Learning) will make your chatbot smarter and more useful over time.
Image courtesy of Foulds CRM
Building personal, personal relationships with customers makes a significant contribution to building customer loyalty. Building these relationships is based on the use of deep analytics and platforms such as email marketing programs that support segmented lists and personalized messaging. Don’t forget SMS (Short Message Services) like text messaging as a tool for building and maintaining customer relationships.
Sell on social networks
Social platforms like Instagram and Facebook support social selling, targeting your community and influencers to drive sales. These options shorten the customer journey and lead to higher conversion rates.
Work with reputable employees
In the face of these changes, if you don’t feel confident enough to take on the job of marketing your business online, you need to find the right partners to work with. those who know how to upgrade your digital marketing for 2021 and which upgrades make the most sense for your strategy, market and budget. You can search for ‘digital marketing near me ‘to see which marketing specialists are working in your area. From there, you can do your research and find out which company is the best option in your situation.
Changes in the digital landscape mean you need to constantly improve your digital marketing strategy and tactics. I hope this post has helped highlight some of the most important changes in the digital world and suggest ways to adapt to the changing environment.
Author: Angela Hausman, PhD
I run Hausman and Associates, a full-service marketing firm that works at the intersection of marketing and digital media. We offer a variety of digital marketing solutions including content marketing, email marketing, SEO / SEM, social media marketing, lead generation, as well as marketing strategy, branding, market research and a variety of … Show complete profile >