What is the definition of marketing? In simple terms, marketing is the process by which organizations attract new customers and retain existing ones. In contrast, the core objective of advertising is to promote a product or service so that consumers will make a decision to purchase it. Marketing has come a long way from its humble roots. At a deep level, digital marketing actually refers to marketing delivered via digital channels including search engines, social media, online stores, email, and online apps. The latest statistics indicate that nearly 80% of the world’s population uses digital channels to find what they need.
As a result, many digital marketers use these channels to enhance their reach and create new markets. In fact, more than half of all Internet marketing and advertising campaigns are executed on digital platforms. Marketing is now more interactive than ever, driven by user intent and brand messaging. This increased interactivity has lead marketers to use a diverse set of tools, tactics and strategies. Below are the top five trends in digital marketing.
Trends in digital marketing are driven by two key factors: users and content. As user expectations intensify, digital marketing becomes more tailored to the target market. Marketers use a variety of channels to get the word out. They typically rely on content, search engine optimization, social media marketing, and Pay-Per-Click (PPC) to expand visibility and generate leads. All of these channels are essential for delivering services and reaching customers, but they all go a long way in increasing company profits.
Growth in the global economy and an unstable economy have led many companies to examine their marketing and advertising budgets. If you are one of the many companies currently examining your marketing and advertising strategies, there are many trends within the industry to look for. Growth has been seen in traditional forms of marketing, but marketers have found new channels to grow their business. Here are the top five digital channel growth trends for 2021.
Video Marketing: Videos are by far the most popular method of marketing for companies who use traditional channels. Many consumers prefer to watch videos rather than reading the text, so a video is a very powerful way to convey a message. Companies are starting to see the value in investing in this strategy and are expanding their reach by releasing videos for a wide variety of purposes. From product demonstrations, company news releases and other short videos, companies are seeing the potential to use videos to attract customers and drive growth. Companies are also finding that adding a video background to their website or blog can improve website conversion rates.
Content Marketing: Content is king when it comes to digital marketing and driving traffic to a site. With billions of people using the internet every day, it is imperative that businesses stand out above the rest. Traditional forms of marketing like television commercials and radio ads will always have a place in the market, but companies need to find creative ways to deliver content that will be memorable. With more people turning to YouTube and other video sharing sites for content, companies are realizing they need to expand their strategies to include video as well.
Search Marketing: Content Marketing is important, but if no one knows your website exists, you are not getting much traffic. Companies need to find a way to increase search engine rankings and video marketing can help achieve this goal. Adding videos to websites with relevant content can give a better platform for search engine optimization. When people are searching for a particular product or service, a video could pop up in the search results, which will give your company visibility.
All in all, there are many digital marketing trends being experienced in 2021. It will be interesting to see what develops and how these trends will impact your company. If you are part of the digital marketing community, you should be monitoring and posting blogs, articles, press releases and video clips on a regular basis. With the proper research and effort, any type of marketing can be successful.