January 21, 2021
4 min read
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The year 2020 has been an eventful one as the whole world has faced the wrath of COVID-19. This has led marketers to think outside the box and strategize based on this unprecedented event. Due to the pandemic and the market scenario, digital marketing has evolved dramatically. The trends that have accelerated rapidly during the period are:
Home market: Deploying campaigns from home, coordinating with teams and maintaining marketers’ engagement with various applications.
Engage audiences with more empathy: Listen to your customers, use real-time data to better understand their current situation and needs.
Personalize digital communications: Accelerate digital channel adoptions, get the right message, to the right person, at the right time.
Optimize budget spending: View unified marketing performance and make real-time decisions to minimize negative impact.
It goes without saying that AI is the future of the digital marketing industry. With the help of AI, data analysis can be performed which inspires the whole campaign is generated from sales, transactions, web / app analytics, research, social listening, l ‘use of attitude data, context, testing and campaign data. The data from these sources will allow teams to gain an understanding of the target audience: their profiles, their preferences and their expectations. Develop personalized messages that really connect with the audience and the right times to deliver those messages.
Voice search has been around for a good decade, but it is not considered as important as other tools due to its low quality and poor word recognition. But today web development has grown tremendously and analysts predict that fifty of the requests will be made by voice search and that many online services will remake their content and can implement voice queries on their web page.
The digital marketing industry trends that are making things interesting in 2021
Marketers are seeing a reduction in budget which in some way will benefit and incentivize to explore profitable and more flexible channels such as programmatic advertising where consumer presence and available impressions increase. Digital ads, social media platforms, and online video are channels the majority of which will likely increase as part of the short-term media plan.
Outdoor advertising, like metro billboards, will be much less exposed thanks to most of the people staying at reception. Event marketing has come to a halt quickly and we’ll likely see marketing budgets either stop or shift to online advertising. Some B2B brands are increasing their digital ad spend to catch up with affiliate leads as they would otherwise have been captured at events. Right now, the main concern is that no one knows when the pandemic will be over and everyone can return to normal life. With the increase in the subscription base, OTT platforms have also become another option for marketers.
Due to affordable mobile data rates and rapid adoption of smartphones, the number of active internet users is expected to reach 829 million by 2022. Affordable mobile data is also boosting the Indian mobile gaming industry and according to the Google-KPMG study, the Indian online gaming segment will grow by $ 1.1 billion by 2021, giving brands and marketers the opportunity to reach a younger target audience. The rapidly evolving world of mobile gaming offers marketers a new opportunity to reach customers based on their personal interests and behaviors.
Chatbots will be a crucial part of digital marketing in 2021. This AI-powered technology will further help instant messaging to talk in real time day or night with your customers or visitors. According to the survey, chatbots will power 85% of customer services that will be powered by 2021.
Digital marketing is changing very rapidly and the year 2020 has brought a paradigm shift in the way brands and marketers look at their audiences and has given them a humanitarian touch as well. Data analysis will be the key for the future to understand the customer and ensure maximum return on investment for customers.