6 2021 Trends According to Google
Digital transformation, ethical handling of data and the ability to reach consumers who spend much more time at home are just some of the issues marketing will need to focus on in 2021.
What are some of the digital marketing trends that will emerge during 2021?
Experts from EWM Geneva have announced their forecasts for 2021.
1. The digital transformation of small and medium enterprises
According to web trends, small and medium-sized businesses have been among the most affected by the consequences of the global pandemic.
This is particularly apparent for retail businesses, which have had to completely rethink the management of physical interactions with their customers.
In recent months, digital tools have proven to be essential in managing the crisis and meeting the needs of consumers who have had to change their purchasing habits.
The adoption of these tools and the development of digital skills will be even more significant in the months to come, both for managing what we hope will be the last stages of the emergency, and for accelerating the restart in 2021.
The shopping experience will be increasingly ‘omnichannel’, and small and medium-sized businesses will use digital tools to transmit up-to-date information on:
· Opening hours
· The availability of products
· Managing employees remotely
· Developing new sales channels, and much more.
2. A new era for data ethics
The more people use the internet, the more the protection of their privacy and their data becomes of paramount importance.
People expect brands to protect their data and communicate clearly how they use it and what they offer in return.
The industry is adapting to meet people's needs.
In 2021, the data ethics debate will translate into concrete action from many brands. In fact, the entire digital ecosystem only works if people deem it to be trusted.
Ethical handling of data means choosing to do what is right for people and not just sticking to a basic level of compliance.
It's a very complex subject, but companies keep it in mind and want to do it the right way.
According to a recent survey of Google , data ethics is already a topic of conversation for most executives.
One in five say they have created a Center of Excellence for Privacy Protection, which is a team of experts dedicated to protecting data and preparing for regulatory changes.
3. Marketing in a world without cookies
Until now, effective online measurement has relied almost exclusively on cookies, which record useful information about what happens after someone clicks on an ad.
User privacy expectations and regulations, such as GDPR, mean that traditional approaches to measurement must evolve to adapt to a changing ecosystem.
In 2021, there will be a growing emphasis on the need for innovative, privacy-focused measurement systems.
Marketers will use more sophisticated techniques, such as conversion models, to quantify the performance of their digital campaigns.
To prepare your measurement strategy in a world where third-party cookies will no longer exist, you need several things:
· First of all, you need to have a good coding and analysis system.
· You must respect users' preferences by obtaining their consent for each type of activity and by storing data securely.
· Finally, you need to invest in proprietary data. Having a solid infrastructure in place is the best way to optimize metrics while reducing the amount of data.
4. Reach homebound consumers
Because of COVID-19, consumers are spending more time indoors than ever before.
However, people have yet to have experiences with others. Users are increasingly using online videos for information, entertainment, and relationships with other people.
By 2022, more than 80% of consumer internet traffic is expected to be generated by online video. Additionally, we expect this trend to be accelerated by the increase in digital adoption underway during the pandemic.
Restrictions on distance and isolation from home have also made it easier to switch to TV screens, as people like to watch videos on their home screens.
Overall, online video viewing has increased, with YouTube rising 80% on TV in March 2020 from the previous year. This development gives brands the opportunity to communicate with consumers in new ways.
In fact, some already do. Swiss shoe brand, On, for example, created a live YouTube event to mark the launch of a new model of sneakers after its Wimbledon campaign was ignored due to the pandemic.
To reach their goals in 2021, brands will need to capitalize on the trend for online video consumption, so they can reach and engage with consumers wherever they are, moment by moment.
5. Apps will be critical to business growth
The big change in content consumption in 2020 was the amount of time spent on mobile devices.
Globally, people spent 1.6 trillion hours on their smartphones in the first half of 2020. Additionally, app usage increased 25% year-over-year in the third quarter, with 180 billion hours per month spent using an app.
The same research points out that the categories that will benefit the most from this increase in app adoption include food delivery, video games, online learning, entertainment, and shopping.
When we look at the post-COVID economic recovery, we find that 30% of consumers believe shopping experiences will never go back to what they were before. It is therefore more important than ever for retailers to seize this new growth opportunity.
Downloading an app is already proof of interest in a brand. After all, app users tend to be more loyal customers.
In the case of retailers, app users spend three times as much as other customers using mobile devices.
s this trend continues into 2021, companies need to prioritize their app strategy and convert it into a value-added channel for their customers.
6. Equality in the Marketing Agenda
Global research interest in the term "black-owned business" increased dramatically in the mid-2020s, when the "Black Lives Matter" movement began to gain attention and gain recognition internationally.
This is a strong signal of people's willingness to promote real change, and not just by participating in protests, but also through their own decisions as consumers.
The racial equality discourse took a big step forward in 2020, but in 2021 people expect brands to do more than just talk about it.
Businesses will need to take an increasingly proactive approach and empower consumers to do the same.
People are more conscientious when it comes to shopping and they are the ones who decide where and how to spend their money. Brands that do not meet their expectations could be at serious risk.
EWM, a leading web development agency in Geneva, brings you its expertise to develop your activity online.
Contact us to discuss your specific digital marketing needs.