2020 was a complete surprise for many. Although certain categories of the digital sphere survived and even strengthened their positions. These are online games, grocery delivery and other areas that people sitting at home need. At the start of the second quarter, it's time to predict what's next? We have collected the top digital marketing trends for 2021, which were written after analysing Google Trends.
Augmented Reality (AR)
Augmented reality is not a new technology. They started talking about it a few years ago, but the experience of western brands shows that such inclusion helps to increase sales and attract users. Therefore, among the forecasts in digital is that more and more companies will start using augmented reality.
Here are some examples from the western market over the past few years.
In the Ikea Place app, the customer can “try on” the Swedish brand's product to their interior.
Sunglasses maker Goodr has used augmented reality to give consumers the opportunity to try on their own - online, of course. This increased the conversion rate by 32%.
The online retailer EBags, which sells bags and suitcases, has launched an AR browser program to give shoppers the ability to view the product from all angles as if it were alive. This increased conversions by 112% on mobile and 81% on PC.
In a word, companies have been using these technologies for several years, and the trend itself does not leave the list of major ones in the digital space. It will be relevant for 2021 as well.
Cross-platform games and native advertising
Increasingly, game developers are releasing products that can be used on consoles, PCs, and mobile devices. Gamers love this - they can use whatever device they have at their fingertips. Plus, with the advent of 5G technology, the mobile gaming experience will only get better.
Games have become very realistic, and advertising in them is also undergoing changes. The current trend is the native integration of the brand into the gaming environment. That is not just a banner that appears on top of the game screen, but a billboard along a virtual race track or a brand logo on the race car itself in the game.
Placing ads in games is a good way for brands to reach a wide variety of audiences, since not only teenagers play, but also the older generation. Games became especially popular with the spread of the pandemic - they are viewed by users as a way to distract themselves from problems in the outside world.
Branding support for social equity
This trend is not directly related to digital marketing, but Google Trend showed a big increase in this option. 2020 was not only the year of a pandemic, but also highlighted public concern about social and racial inequality - just remember the Black Lives Matter movement, which has spread far beyond the United States.
It is important for brands to take a position on this issue, as users increasingly consider the alignment of their positions in life with what the company bears. And if they differ, consumers choose to opt out of buying a product / service.
The importance of data security on the Internet
Online tools in 2020 have become mainstream for many people, since in reality it was not possible to use different services. And as more people use the Internet, they are concerned about their own safety and the protection of personal data.
The industry is adjusting to this, with more companies expected to become relevant to user data ethics in 2021. Digital marketing in general can only exist if users trust their data to brands.
Preparing your marketing strategy in a Cookie-Free World
Analytics and data are very important in the online marketing world, otherwise it is impossible to measure the effectiveness of campaigns. Most of the data today comes from cookies, but in the future, when cookies are canceled, brands will have to look for other channels and ways to get information about the user. And also make sure that these channels do not contradict the regulations on the privacy of user data.
Video as a way to interact with users
In 2020, most users spent a lot of time at home. And they are increasingly turning to online video as a channel for information, entertainment and communication. By 2022, 80% of internet traffic is projected to come from video. But the trend may accelerate. Users who stayed at home started using televisions to watch video content on the big screen. For brands, this means the following: in 2021, it is worth using online video to grab the attention of the consumer and interact with him. (Upload more videos with regular people talking about your product/service)
Consumer interest in environmental sustainability
Environmental sustainability refers to the ability to withstand human impact. Yes, this is the same ecology and care for the environment that has long worried the masses. And 2021 will be no exception. For these consumers, it is important that brands demonstrate responsibility and transparency through concrete actions (for example, reducing unsustainable packaging of goods).
Mobile Apps as the Key to Business Growth
In 2020, the volume of application use increased significantly, only in the third quarter - by 25%, compared to the same period last year. Popular categories include food deliveries, games, online training, and shopping. As the world recovers from the pandemic, the popularity of mobile apps is unlikely to fade. This makes apps almost a must-have for retailers.
If a user has downloaded an application, it can already be considered loyal. In addition, there is evidence that app users spend three times more than other mobile users. The trend is unlikely to change in 2021.