18 Growth Marketing Trends In 2021
Times are changing rapidly, and the internet which was once a place where people play, organize meet-ups, and “catch cruise”, is now a full-blown powerful marketing platform. Keeping up with the competition in marketing requires keeping up or even staying ahead of marketing trends, you have to constantly update yourself with industry data, separating the best information, and trends from the rest.
The year 2020 was filled with peculiar challenges, from the global pandemic and its effects on the global economy, which affected a lot of brands and businesses. A lot of businesses and companies packed up, some struggled, while some flourished, grew, and progressed.
People moved their businesses and brands, from the physical platform, and customary structural buildings, to the online space. Following the results of a survey, the world’s population is around 7.5 billion, out of that 7.5 billion about 3.5 billion or more are online, while about 53% of those people have access to mobile phones.
Now, an average internet user spends about 4-5 hours online. As a result, converting just a small percent of this population with proper targeting of your audience, and implementing the right marketing strategies, could spell a very big win for your brand. Hopefully, your wins can only keep getting better.
All fingers are not equal, but they can be if you level the playing field and set your cards straight.
This piece will expose you to mind-blowing revelations that will help you strategize better, and increase your conversion rates, securing a great position for your business in the market.
1. Artificial Intelligence
Artificial intelligence is one very important marketing tool you can’t afford to miss in 2021. It is rapidly rising to a new height and is set to replace customer service soon. The use of AI is not new as about 57% of marketers use it, and you are probably already interacting with AI daily. Bearing that in mind, the use AI for marketing will grow, and keep growing as the technology improves, you don’t want to be left behind.
The first impression we all had about chatbox was that; it was annoying, inauthentic, disruptive, and was lacking the right human contents and answers to questions—thanks to technology, those features have been taken care of, and its content deliverability has been upgraded, and is still being taken care of daily.
Brands are already using chatbots to enhance, and personalize customer experience. Google has also opened its google chatbot analytics platform, which is called Chatbase. Chatbase allows the use of the chatbot and monitors it to spot potential flaws or problems.
Chatbot is set to be at the heart of businesses and will be implemented in areas like content creation, email personalization, product recommendations, basic communications, e-commerce transactions, as it’s predicted to move into the conversational role soon, probably a few months or years from now.
3. Voice Search Optimization
Brands daily optimize their content for voice search. Surveys shows 27% of internet users all over the world, make use of voice search on mobile devices, this figure is expected to rise in few years to come. Voice technology has progressed in the last few years, with Amazon Echo and Google home being the most sophisticated voice assistants most consumers make use of.
Using this technology will require you to pay attention to how this may affect your SEO and strategize your SEO strategies for voice search as doing this, will offer your brand more relevant content to enable your contents, keep showing up on Google’s SERPs.
4. Video Marketing
- Video plays a strategic role in producing results and increasing your brand’s conversion rates. Here is a breakdown, of conversion rates when video marketing is used (Hubspot);
- Videos, when included in an email leads to a 200-300% increase in click-through rates.
- When included on a landing page, it can increase conversion by 80%.
- Mobile video consumption according to YouTube increases by 100% yearly.
- Videos, when combined with full-page ads boost engagement by 22%.
- About 64% of potential target audience are more likely to purchase a product or register for a webinar online after watching a video.
- 50% of your target audience looks for more information after seeing a product or service in a video, while 80% of users will rather watch a live video than read a blog post or article.
Videos generate more exposure and higher content engagement, eventually leading to more conversions. When using video as one of the many marketing trends, ensure to optimize your videos, for screens of smaller sizes, to get more mobile views.
Tomorrow get enough content engagement, ensure to personalize your content, to resonate with your audience’s view— something that evokes emotions and creates a connection between you and them. Some social media platforms that have video platforms you can leverage to boost your visibility are; Facebook, Instagram, YouTube, LinkedIn, WhatsApp, Snapchat, Webinar, etc.
5. Micro-Influencer Marketing
This is one of the marketing trends that has come to stay. It is effective, direct, and more authentic than its corporate counterpart. Influencers are well-known personalities, with a huge niche following. These influencers help spread the word about your products or services, on their social media platforms. They have loyal followers who trust their opinions on products, much more than what you say about your brand.
An influencer’s recommendation is strong enough to sway its audience’s decisions on your products, I recommend you consider including this trend in your marketing strategy.
Personalizing your marketing trends and strategies improves individual user experience; like personalized content, products, emails, social media posts, etc. It helps your brand stand out. This is because consumers are more interested in a personalized experience than in a generalized experience. Personalized campaigns have the potential of results, and click-through rate. Therefore, it is one powerful tool you don’t want to overlook in your marketing strategies this year.
7. Visual Search
Uploading an image to search, helps the user get more specific results. This feature allows you to take a photo or upload photos of an item to find the exact product or something of your liking. Pinterest and Google already have a strong foothold in the visual search marketing strategy with their Lens and Google lens visual search engine tool respectively. You should consider utilizing this trend to stand out, and edge out your competitors.
8. Content Marketing and Creation
Content of all kinds is in large supply, revoking the claim that content is king. The isn’t the issue but rather the quality of the content is. Quality content is King as grabbing a target’s attention requires creative, relevant content. Also, your audience’s view of your business or brand is summed up from the content you dish out.
John Mueller believes ensuring a site has fast speed, useful links, and well-written content is more important than the latest SEO trends. Great high-quality content is one strategy you should prioritize this year.
9. Customer Experience Marketing
Your customers’ experience with your service sums up their views and opinions. The aim is to ensure their experience with your brand is great, that way they share the word and recommend your services to friends, and families unconsciously, and effortlessly. It’s a win-win situation as you effortlessly gather brand loyalists. That’s how good customer experience is.
What if it’s bad? well, you will be losing x2 of every customer who walks out. That is considering the amount of their testimonials and the hope of referral you’ll lose. Bad customer service has the potentials of ruining your business growth. In light of the foregoing, customer experience marketing should be at the top of your list when considering marketing strategies to be implemented. And if it’s not, then it’s not too late to do the right thing. It is one of the core marketing trends businesses should prioritize.
10. Fluid Marketing
The principle of fluid marketing is an online marketing approach that works on the principle of leveraging different channels. This is in order to deliver what your target audience wants. Fluid marketing helps you reach your target audience no matter the website, or the social media platforms they frequent.
Geo-fencing allows real-time targeting of your customers based on locations. It provides value by offering recommendations, to help increase brand visibility and awareness. It’s the best way to reach consumers, at the right moment and exactly the right locations. Primarily because it is useful for instant location-based advertising. It helps brands re-target, attribute, and market effectively.
Micro moment is a strategy implemented to attract consumers by helping them learn, and discover products that satisfy their needs, because most times, they do not search for a brand, but rather the product they want, and they go all out for brands that deliver their needs. There are four main moments, no brand should miss (Google);
The “I want to know” moments, which is for someone that is just making findings and not interested in making a purchase. The “I want to go” moments is for someone looking for a local business and wants to probably make a purchase. In the third step is the “I want to do” moment, which is for someone who needs help to complete a task. The final step lies the “I want to buy” moment, typically for someone who is looking to make a purchase online, or looking for possible suggestions of what to buy.
13. Featured Snippets
A featured snippet is a segment of text that is usually about a couple of lines. It is displayed in a separate box, at the top of organic results. A snippet answers the searcher’s questions, by giving a straight-forward answer and summary that will compel the searcher, to click on the link leading to the rest of the article to dig for and get more information on the subject matter.
14. Interactive Marketing
Creating a two-way communication channel that allows your consumers to connect with your brand. It is a strategy that provides transparency and the opportunity to interact with your Brand’s representative who will guide them on the right path, to making excellent purchase decisions. It’s a strategy that nurtures a sense of belonging and shows your brand cares.
The aim is to make conversations simple, genuine, natural, and not forced. Your interactions with them will help you effect changes inspired by their feedbacks and expectations because you are hearing from the “horse’s mouth”. It will help your brand improve leading to the maximum satisfaction of your customer.
15. SEO A/B Split Testing
Split testing allows you to compare two or more strategies, against each other to find out which works better. Each market or target audience is uniquely different. The content, or strategy that works for target A, may not work for target B.
When you compare two versions of a web page, app, or email against each other and determine which converts better, the guesswork of which strategy works for which audience is taken care of. This is because, bucket test presents you with real data that shifts your strategies, from what you think works, to what you know works.
16. Push Notifications
Push notifications are SMS-like messages, that pop up on a mobile device. It’s a direct way to speak to a user and can be sent any time to users, who have installed the app. It can be used to remind users to use an app, to inform them of an exciting offer, or an improvement or addition to the app’s functionality, and to convert them to known users, if they haven’t used it in a while.
Maximizing this strategy properly, will increase your click-through-rates, and drive in-store sales. On the other hand, abusing the push means giving your audience perfect excuse they’re looking for to trash your app. To avoid this situation, ensure your push notifications is relevant, timely, and personalized, then sit back and enjoy the outputs.
17. Social Media Stories
“Your story”, is a great place to constantly connect and engage with your audience. It is perfect for increasing brand awareness and reaching a new audience. It also presents you with the perfect platform, to make good use of FOMO (fear of missing out) when you make new offers to your audience. Facebook, Snapchat, Instagram, and even YouTube, are social media platforms with the concept of “my story”. You should consider taking advantage of this concept if you haven’t.
As a brand, you should focus on building your expertise with accurate, and well-researched content that caters to the individual needs of your users. This helps in improving user experience. You gain authority when you are well-grounded, on each subject matter you tackle. and trust when your users trust your brand’s decisions, plus the suggestions it makes for them.
Reasons Why You Cannot Ignore These Marketing Trends
- Increases brand awareness.
- It acts as a connecting bridge to enhancing customer communication.
- It enhances your customer’s trust, and loyalty to your brand.
- If implemented properly, it will help you edge-out competitors and remain in the market’s spotlight.
- It boosts revenue, conversion, and click-through rates.
- It will help satisfy your consumers’ dynamic needs, and behaviors.
In conclusion, brands have to constantly reassess their marketing strategy, as the marketing industry is an ever-growing industry. Technology has made growth even faster to the last six months. But now, it’s safe to say we have experienced 10 years’ worth of change in the last few months, and we’re going to experience more and more change.
In marketing, you have to carefully study customers’ behavioral patterns, think outside the box, and predict marketing trends before your competitors do. Make a conscious effort to reassess your marketing strategy to accommodate, keep up with trends, and not phase out, or even stay ahead of them. This is because the goal is to increase your monthly conversion rate and also make profit.