So far, the digital marketing trends for 2021 seem to revolve around two distinct, but almost contradictory concepts. First is a general humanization, addressing real issues and tailoring content to suit the individual (as opposed to mass appeal) for more personal engagement. Second is a much more mechanical and technical optimization, fine-tuning the behind-the-scenes areas like SEO and how you structure campaigns—the nitty-gritty that your satisfied customers don’t see.
Below, we’ll cover some of the hottest digital marketing trends of 2021, to give you a head-start over your competition. Take these marketing trends to heart and consider them when outlining your own digital marketing strategy for the new year.
One look at the front page headlines shows the significance of inclusivity in our current time-and-place in history. Greater numbers by the day, especially younger audiences and marginalized groups, want to see a more optimistic depiction of equality in the content they consume and the brands they purchase from. Or more accurately, they don’t want to see the same homogeneous content we’re accustomed to from previous decades.
In 2021, digital marketing includes media and subject matters that cover a variety of races, sexualities, religions, etc., as well as representation for people with physical disabilities and learning disabilities. This includes the content for your imagery and videos, but also the topics you discuss in social media and blogs, or even the line of products you offer.
According to Accenture, this cultural shift is already affecting purchasing behavior: 41% of shoppers “have shifted… their business away from a retailer that does not reflect how important [identity and diversity] is to them.” The same study showed that 29% of consumers are willing to switch brands completely if they don’t showcase enough diversity—and that percentage just goes up for ethnic minorities and the LGBT+ community.
For many, many years, the goal of SEO has been to get your listing in the “position number one” spot of search results. Now, going into 2021, the end-goal is continuing to shift to more SEO visibility in “position zero.”
Position zero refers to Google’s “featured snippet”, and 2021 SEO marketing trends are prioritizing it above all else. The featured snippet works differently than other search results entries—for one thing, it’s separated by a small box and located at the top. More importantly, it also displays extra, relevant information with the attempt at answering the user’s question without them needed to click on it, prompting the nickname “no-click search.”
Although it sounds counter-intuitive to forego someone clicking on your link, the recognition you get as a thought-leader outweighs a single click/visit. Moreover, featured snippets are sometimes read aloud with Google Assistant voice searches.
If you’re going to target a featured snippet yourself, there’s a few things to know. For starters, featured snippets are mostly for long-tail keyword phrases like questions (such as “how to design a logo”). They come in different forms, from step-by-step lists to straight-up definitions to even videos (and more), so match your content with the appropriate format.
In the content itself, make sure you answer the keyword question clearly and succinctly, preferably with bulleted lists or a table structure.
Just like the digital marketing trend of inclusivity, people in 2021 are similarly passionate about environmentalism. They want to make sure the brands receiving their money are just as concerned for planet earth as they are.
With 81% of consumers strongly feeling companies should help improve the environment, what we’re seeing is a popularity boost for sustainable and eco-friendly brands, especially for younger consumers. This goes well-beyond the market for green products—every brand can benefit by broadcasting their sustainable practices.
The key is communicating your sustainability through your branding and content to make environmentalism part of your identity. There are plenty of different ways depending on your branding style, such as displaying a banner prominently on your site, or discussing it repeatedly on social media. You can even opt for more subtle methods, such as branded reusable tote bags or conveying green themes through your brand’s visual identity.
The digital marketing trends of 2021 aren’t all about positivity and progress—it’s also about overcoming obstacles like ad blockers. With 27% of internet users expected to use ad blockers in 2021, many marketers are having their primary stream of traffic automatically cut off at the source, including PPC campaigns.
First, you want to check how big of a problem it is for you—your ad data and analytics should tell you what you need to know. Depending on your target audience or where you post ads, the damage might be negligible.
If your ads do fall victim to ad blockers, your best strategy is to adapt—don’t waste time trying to convince potential customers to change their own preferences. Readjust your advertising budget to suit other, more fruitful campaigns, like influencer marketing or sponsored content. Younger audiences don’t respond well to display ads anyway, but they do respond well to influencer marketing, so making the switch is advisable in any situation.
You already know you can search for images and videos by typing in keywords, but did you know you can also submit existing images for a search, or even take original photos and search for context? As more users discover these visual search techniques, it changes the overall landscape of SEO in general.
To capitalize on the increased amount of visual searches, you want to make sure your image and video SEO campaigns are in tip-top shape. For starters, apply the basics:
Moreover, familiarize yourself with Google Lens, especially if you’re an ecommerce brand. Handle your SEO techniques right, and you can take traffic away from competitors when shoppers conduct picture searches for products or barcodes.
Keep checking back with the TrendWeb blog throughout the year to stay up-to-date on all the latest digital marketing trends yet to come!