5 DIGITAL MARKETING TRENDS FOR 2021 AND HOW COMPANIES CAN LEVERAGE ON THEM
In 2020, agile and adaptable companies have led the pack in the recovery phase. In 2021, how could companies continue to ride the digital acceleration momentum?
At Republic Asia, we predicted these 5 digital marketing trends for 2021 and beyond. Accompanied with simplified actionable tips, we hope our sharing will help business owners, entrepreneurs and marketers to stay abreast on the latest trends, capitalise on these insights and outpace competitors with these digital capabilities for quick wins.
Digital Marketing Trends in 2021 - Summary
Optimising audio, image & video for search engine
Quality on-page contents and E-A-T
Authentic video marketing with agile video production
Integrate a seamless discovery to purchase pathway
Implement real-time web push notifications
Consolidate digital marketing channels
1. Optimising SEO in 2021 and beyond
With the rise of the consumption of video, podcast, voice searches and enhanced 5G networks, videos, audio and visuals contents are garnering more views and been displayed in the search engine result pages (SERPs).
As such, optimising audio, images & video for SERPs has become increasingly prevalent. SEOtribunal indicated that video is 50X more likely to drive organic search compared to text.
Nevertheless, despite the leveraging on the new trends, we need to ensure the foundation of our webpages SEO is met. Essentially, we can break it down to the three golden keys which Google differentiate and evaluate a page. Namely, the beneficial purpose of the page, the page quality or EAT & YMYL.
.A.T is an acronym for expertise, authoritativeness, and trustworthiness. Whereas Y.L.M.L is your money or your life. Webpages that contain information which could impact the reader’s happiness, health, safety or financial stability are categorise as YLML pages.
How to optimise for voice searches?
Providing beneficiary and quality content remains key for on-page SEO. In structuring on-page contents, we can craft the information to potentially provide answers to open-ended questions, such as the who, what, why, when & how of your contents. Be conversational.
How to optimise video searches?
As much as possible, utilise interactive hotspots, text overlays, closed captions and end-cards features in your videos. Embed keywords in the video title, descriptions, tags and visuals.
2. Shake up content marketing with video marketing
Video marketing is defined as the usage of videos to raise awareness, increase engagement, and drive sales.
Globally, 1 out of 2 customers wishes to see more video contents from brands. With increasing engagement hours spent on video contents, video content marketing seems to be an ideal pillar to be given more emphasis this 2021 and beyond.
Traditionally, video production requires a hefty budget. The good news for companies and brand owners is that extensively polished and highly produced videos are out. Videos piece together within the means of the company can be perceived as more authentic and trustworthy to the targeted audience.
Types of marketing videos
Common marketing videos include explainer, product overview, company culture, customer testimonial, brand story, teaser, corporate video, vlog, live-stream, product demo & tutorials
How to produce marketing videos easily?
Apps enable agile video creation. Our agency recommends Lumen5, an AI-powered fuss-free video creation platform that enables you to create omnichannel videos in minutes. Do include a compelling call-to-action at end of your video contents.
3.Increase conversion with web push notification
Browser notifications or web push notifications are brand’s clickable content messages sent to your browser or mobile app. These notifications can be pre-defined by the brand/ company to be triggered based on user actions. E.g. Prompting completion of abandoned shopping carts:
Unlike emails, which take some time to be read or can be ignored, web push notifications can be triggered in real-time.
How to execute web push notifications?
Here are 5 tips on how you can execute web push notifications and have it as an effective tool, part of your marketing arsenal
Select a web-messaging provider or engage independent digital consultant such as Republic Asia to set up the capability end-to-end
Experiment the optimal delivery timing of your push notifications
Create time-sensitivity or scarcity to drive users action
Analyse metrics (Opt-in, click-through and conversion rate) and optimise
4. Selling with social commerce
3 out of 4 eCommerce shoppers purchase decision are influenced by social media. A decade ago, social media platforms primarily functioned as the role of social networking and discovery. E.g. Pinterest for inspirations.
Today’s social media platforms have morphed from social networking, messaging, payments and commerce. With the introduction of commerce capabilities, social media platforms have expanded their monetisation and revenue model beyond advertising. In 2020 alone, Facebook commerce feature was launched (May 2020), followed by Instagram shop (July 2020). With a seamless path to purchase, consumers go from discovery to payment without ever leaving the platform.
The rise of social commerce is inevitable. We spend a sheer amount of time on social media platforms. In our pockets of available time, we turned to a device to know, go, do or buy. That intent-rich moment is defined as micro-moments. Social media will bloom as a top channel for purchase instead of just discovery.
How to make social commerce effffffffffffffective?
Provide instant gratification. Make it easy for your consumers to go from discovery to transaction. Integrate your brand discovery/ engagement touchpoints with a seamless click-to-purchase option/pathway. Remove conversion hurdles.
Keep in mind these 4 pointers:
Be there in consumers moments of need
Deliver relevant contents
Make it easy for them to make a purchase
Measure every moment that matters
5. Culling of social media channels
With an increasing number of social media channels to manage. Companies having tried global, region-specific and demographic preferred platforms, are facing a challenge to stay relevant.
An interesting trend to note, whenever a new social media platform is launch. The younger generation will be the first adopter, migrating from their current mainstream platform. The kids and grandchildren have a preference of staying off the platform which their parents or grandparents use.
With limited resources, companies need to focus their resources on the most relevant channels.
How to focus your social media marketing efffffffforts on the right platform
Evaluate what are the demographics of your key target audience. What are your goals, how has the social media platform performance fare? What are your resources, constraints and budget? (e.g. LinkedIn have a 3-5x daily ad spends requirement than of Facebook)