What are the defining marketing trends for 2021? By the end of the year, it is expected that digital marketing will continue to be an important theme in the marketing sector. The marketing landscape is changing rapidly, and evolving to embrace the digital age. The latest statistics show that most people interact with the internet through their smartphones. Social media has taken over the conversation, as most consumers have now turned into “netizens”, meaning they check their accounts on the internet for the day, week, month, and year.
What do these trends mean for the marketers in the industry? With more people relying on their smartphones to access the internet, automation becomes a critical component to stay ahead of the competition. The trend in marketing trends for the coming year is likely to focus heavily on content and social media sharing. Marketers are seeking ways to not only drive traffic to their website but also to spread the word about their brand using influencers.
In the search engine rankings, users are looking at the behavior of websites instead of the specific product being offered. According to these trends, search engine optimization (SEO) will play a greater role than ever before. Brands that want to make a splash in the SERPs will need to hire services that are capable of creating content and finding ways to place that content into the hands of interested buyers while driving down costs and increasing conversion rates. A marketing cloud service can help achieve both of these goals. Hiring a hubspot allows brands to focus on their core competencies without having to worry about building a massive digital library on their own.
One of the hottest areas of focus for many marketers is Facebook. According to a recent forecast, the majority of internet users are logging onto Facebook each day. In fact, when you perform a search for news on Facebook, you’ll find that almost every page on the site is sponsored. As a result, marketers are turning to SEO tactics for Facebook specifically. Facebook has introduced several new features, such as Pages, which allows brands to take advantage of their fan page status to attract new customers.
Hubspot’s Social Ads program allows marketers to advertise on Facebook in a number of different ways. Depending on how you set up your account settings, you can choose whether you want to run advertising exclusively within your network, or you can target users outside of your network by purchasing sponsored ads to appear on user’s pages. Social Ads is only available on Facebook for now, but the company has stated that it will be arriving in future versions. Other advertising options include Pay Per Click (PPC), where advertisers pay Google based on the number of clicks on their ads, as well as Cost Per Thousand (CPM) where the advertiser only pays the publisher if a certain number of people are directed to their page.
In the marketing trends report, marketers are tracking two new trends: viral and audio. Viral marketing is where a message is spread through word of mouth. For example, one message that was released, “tip #1 for new marketers,” was disseminated via email. This message encouraged marketers to share with their friends the tips they learned during their marketing research. Viral messages tend to gain momentum fairly quickly once distributed.
Audio advertising, on the other hand, is where a speaker who delivers a special message, script or recording is attached to an electronic product. Audio is used to further engage and convince consumers, and often brands with a marketing budget opt to purchase the product to host a webinar in which they discuss the benefits of the item. Branders who use audio advertisements as part of their marketing mix have found that using related products, such as LinkedIn, Twitter and YouTube, to promote the webinar also helps to spread the word. As new innovations arise, marketers are sure to continue examining these new innovations to help achieve marketing success on Facebook.
So what are the next new trends? According to Aaron McConnahey, VP of Product Management at Marketing Cloud, “next gen” is here. “We’ve seen a lot of innovation with the consumer side [of marketing]. Brands will need to look at each of these platforms differently. While some may think that a giveaway is one of the best ways to market, another might be that the hype cycle is on.”