2021 Digital Marketing Trends That Will Break Your Marketing Plan
Recently, Search Engine Journal published an article, ‘10 Top Digital Marketing Trends to Watch Through 2021’. As the title suggests, this outlines the top trends that may make your digital marketing strategy outdated.
While there was some discussion about how Covid has changed the way we work and that remote work is here to stay, something I absolutely agree with, there were some fascinating insights that you must know about.
How your customers experience your service is growing in importance, with the article citing as much as 80% of consumers considering it as important as the service you actually deliver to them. The data consistently shows though, that we are falling short when it comes to customer experience, and those that haven’t already embraced digital are going to struggle to keep pace with those that have.
Along the same vein as customer experience is the value you deliver to the consumer before they are even a client. I don’t want to harp on about the importance of content, but it is an area where many businesses are still lacking. They create content for people who are ready to buy, but when it comes to audiences that aren’t ready to buy, or don’t even know that they have a problem, small business often falls short.
The article writes about content velocity and how more productive businesses will produce content more frequently, but I think there’s a bigger issue here than quantity or quality. We need to be considering the entire customer journey, not just the part where we get paid.
Technology is making how we interact with our clients across the entire customer journey so much easier. With the use of artificial intelligence, automation is becoming less about automating repetitive tasks, and more about creating more ‘personalised messaging, content, deals and recommendations’ at scale.
That being said, with Apple and Google both moving toward a more ‘privacy focused’ experience for their users, it’s going to be more challenging to identify customer behaviour and how they engage with your brand across the digital sphere.
The article suggests the answer to this is first-party data, or put another way, getting to know your customers. While this will require a lot more work from you, the fact that this data is owned by your company means that your competition can’t just jump onto some tool and claim it for themselves. If you play your cards right, you can significantly improve your customer’s experience, reduce churn and even increase revenue.