These are strange modern times, from a shift to employees opting to work from home to customers buying more online than ever before. Here is how the market has adjusted.
Social Media Marketing
During the pandemic, people are spending far more time on social media, and the best digital marketers in the industry have been quick to take advantage of this. Moving forward, excellent customer retention on social media should be the top priority for any business maintaining an online presence.
Automated Google Ads
Automated Google Ads are not a new concept, but they’re gearing up to be the year they shine. Google’s advanced algorithm analyzes key statistics and takes it upon itself to modify your bid for you, offering advertisers the most efficient ad plans and the best bang for their buck.
Retention by Segmentation
Attracting new customers is essential, but keeping old ones loyal costs less and proves more profitable overall. That is why experts in digital marketing suggest that businesses prioritize later stages in the buyer’s journey.
To do so, businesses will need to invest in market research to understand how best to segment their market based on the demographics that the company can then communicate more personally; this will allow businesses to foster customer loyalty more effectively.
Artificial Intelligence
Any business not already using artificial intelligence at its core is living in the past. In digital marketing, companies use AI in the form of chatbots that communicate with customers instead of paid customer service agents. These bots are programmed to help customers with any problem they may face, and they learn as they go, meaning that once a business adopts A. I am into customer service, and the overall customer service experience will only improve over time.
Employee Engagement
The company’s employees are critical to any company’s digital marketing platform. This has never been truer than during a time when many employees must work from home. Managers and company leaders must keep their workforces motivated and engaged while working from home. They are the company’s lifeblood, and the success of the transition from in-office to at-home work depends entirely on how well their managers and leaders can keep them motivated to work and feel connected.
Sustainability
The past year’s events have made many people more healthy and environmentally conscious. Such changing attitudes will undoubtedly affect the digital marketing industry, as more people will prefer to work with brands that consistently prove that they also care about the environment and the general well-being of our communities. In today’s landscape, any brand can show itself in a positive light by appearing environmentally conscious. Digital marketing teams and agencies must portray companies and clients in this way.
Diversity
Diversity & Inclusivity are essential factors for the same reason sustainability is people care about it. More people are becoming conscious of the importance of racial and gender diversity and inclusivity. Brands looking to stay relevant in this landscape must understand the outlooks of diverse and often marginalized groups that have only recently been given a voice thanks to social media.
Inexperienced Players
In 2020, TikTok took the internet by storm, becoming a hit success among existing content creators and influencers and garnering a large user base of teenagers and young adults. Now, marketers are taking notice of the app; they are increasingly using it to advertise their brand and interact with TikTok’s user base.
Existing platforms such as Facebook, Instagram, and YouTube have also noticed TikTok’s impact on internet users, revealing demand for short-form, user-generated content. As these significant players in the market begin rolling out similar features and services to compete with the new app, brands should pay close attention.
Many brands have traditionally relied on several minute-long ads that tell a story and try to hook the audience; YouTube ads, for example. Social media prefers quick, few-second-long clips that convey their message quickly and effectively. Brands must adapt to this to remain competitive on social media.
How Times Change
Covid-19 left countries, societies, economies, and entire industries devastated. Most are still trying to recover even still. For now, there is no telling how the digital marketing industry will look once we return to normalcy. Hopefully, it is for the better.
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