DIgital marketing in the year 2020 was unreliable. As a result, although some of the patterns projected prior to the pandemic did materialize, others did not, with different forced modifications altering aspects of the marketing environment.
Most notably, eCommerce sales increased dramatically, individuals spent significantly more time on social media, and video conferencing became commonplace. This has resulted in a significant change in the way companies interact with their customers.
What marketing trends will continue to pervade in 2021 & 2022 as we turn the corner into the New Year?
Consider the following significant trends:
Digital Marketing Trends 2021-22
1. An rise in influencer content and live-streaming.
During lockdown times, live viewings on Facebook increased by 50%, while viewings on Instagram increased by 70%. In 2020, TikTok usage increased dramatically, and there’s a high probability that trend will continue in 2021-22.
2. Brands with more goodwill and mission-driven goals.
“The brightest businesses will recognize where they fit into customers’ lives on social media, and they’ll find innovative ways to join into the conversation,” according to the Hootsuite Social Trends report for 2021. More businesses will launch campaigns like Hilton’s #HotelsForHeroes, which handed away free rooms to medical personnel, or Chanel’s response to the epidemic, which tasked their seamstresses with producing face masks.
3. To improve the consumer experience, use user-generated content (UGC).
The importance of the customer experience has never been greater.
Consumers are looking for simple and memorable interactions with companies. They want confirmation and assurance before they buy; after all, no one wants to make the incorrect decision.
- It helps to strengthen and develop communities.
- It’s both relatable and inspiring.
- It allows businesses to meet clients where they currently are.
- It enables companies to produce a lot more content in the face of stay-at-home requests and other restrictions.
Brands have traditionally used user-generated content (UGC) to build relationships with their consumers and offer social proof, and this will continue in 2021.
4. A focus on long-term sustainability.
81 percent of customers strongly believe that businesses should contribute to environmental improvement.
It’s a figure that isn’t all that unexpected. We’ve witnessed a change in brands going towards a more sustainable future over the last several years, whether it’s via the materials they use, the packaging they use, their processes, or anything else.
Consumers are actively searching out companies that are purpose-driven and environmentally responsible as the quest for a better planet continues. Because the globe remains unstable, it will be critical for companies to reaffirm their long-term viability in 2021.
5. The importance of inclusivity will be crucial.
With the Black Lives Matter movement emphasizing endemic concerns that remain across many parts of society, inclusivity became a larger priority in 2020. According to an Accenture research, the societal movement toward inclusion is influencing buying behavior, with 41% of customers avoiding stores that don’t represent their views on identity and diversity, and 29% prepared to switch brands entirely if they don’t display enough diversity. In 2021, brands that are perceived to be non-inclusive or who do not appear to be participating in the inclusiveness discussion will certainly face consequences.
6. The use of voice and visual search has increased.
Consumers are increasingly using voice-activated technologies like Alexa to conduct searches. Maybe it’s because individuals have been confined at home with little opportunities for discussion, or maybe it’s just because this sort of technology is more easily available (about one in four American homes has a smart speaker of some kind).
However, we may anticipate other innovative search methods, such as visual search, to come to the top in 2021, in addition to voice search.
7. Content that is simple to consume.
People also leaned on easy-to-consume information in 2020, such as podcasts that can be listened to on the move or newsletters that are delivered directly to subscribers’ inboxes.
According to studies, 55% of Americans now listen to podcasts, and mentions in newsletters increased by 14% during the shutdown.
Advertisers are also spending more on podcasts, indicating that they will continue to be successful in 2021.
Podcasts and newsletters, for example, are convenient and easily available material that can help companies engage more intimately with customers and give a more intimate method to remain in contact.
