Digital marketing trends change all the time and 2021 has been no different. With consumers focused on digital marketing channels, digital initiatives are replacing traditional marketing. Thirty years on from the first digital marketing solution, today users are being influenced by attention-grabbing digital ads.
The first ever digital ad was a banner at the top of AT&T’s page asking, ‘Have you ever clicked your mouse right HERE? YOU WILL’. Now, digital marketers who started with simple banners are trying to make the best of many different channels to reach consumers.
The trends change rapidly and it’s up to us, digital marketing companies, to keep an eye and act accordingly.
What are today’s leading digital marketing channels?
There are many types of digital marketing options. Over the years, marketers invented various channels to get their message through to the consumers.
Some of the most notable are:
Pay Per Click
Search Engine Optimization
Search Engine Marketing
Social Media Coverage
This year we’re focusing on the most valuable channels for your business. Follow up to see what the six most effective digital marketing channels of 2021 are.
Content marketing dates back to 1732 when the famous US president, Benjamin Franklin, published the ‘Issuance of Poor Richard’s Almanack’ to promote his printing house. Since then, technology has changed significantly, but the point of content marketing is pretty much the same.
With content marketing, businesses are sharing content to the public for free. They write content about what they do best. With this, they promote their business, strengthen their brand, generate leads, draw attention, and generally engage with online users.
Why is it important?
Over 4.4 million blogs are uploaded every day. Most of the content going live is for backlinks that are strengthening the SEO strategy. In a world full of useless information, content writers need to provide value for their readers.
If they manage to do so, readers will see the value in the publishing source. That creates confidence and authority. With regular content creation, consumers will start seeing the brand as recognizable.
Brand recognition ultimately leads to conversions. Consumers who are about to make a purchase will always turn to the brands that have proven their value.
Social Media coverage
Based on our experience, social media marketing is the fastest, easiest, and best way to reach consumers today. The reason for this claim is simple – everyone’s on social media.
60% of the global population are internet users and half of these active on social media. That’s roughly around 3.8 billion people. In the UK, there are about 45 million users, which makes 66% of the population.
Every company can reach consumers with the right social media content. This must be well thought and perfectly published posts that will engage users. If a post goes viral, the brand will receive tremendous reach. Thousands, if not millions of users are going to see the product.
How do we do it?
There are two types of social media engagement. The first one is through organic posts. Company’s profile is posting and hopes for their users to reshare that information. The posts must address mainly on their already existing followers and provide value for them.
The second is through paid advertising. With paid advertising companies are guaranteed that their posts will land on their tarket market’s news feeds.
Aside from the obvious, it is worth mentioning that many companies are using their social media pages and profiles for directly interacting with users. Personalising the experience with a brand is one of the top ways to retain customers and build strong relationships.
This interacting needs to be done smart, though. LinkedIn interaction is supposed to be business, official, and representative, while Twitter communication goes with memes, reactions, and laughs.
SEM and SEO
Although just a letter apart, these two terms are still different. SEM stands for Search Engine Marketing, and SEO is Search Engine Optimization. The first one gets you paid search engine conversion, and the second provides organic traffic.
If you ever performed a search on the internet, you’ve definitely seen both. SEM results show up first with a little ‘ad’ displayed on the side, while the organic ones are coming afterwards. If there are no paid keywords for a particular query, the organic search will come up first.
It depends on what strategy the companies are going to choose, but they are both highly valuable. The paid results provide instant recognition, while organic results are harder to manage. However, when an organic keyword reaches top positions in the search results, they get lots of free traffic.
Why are these important?
The traffic coming through search engines is enormous. Billions of searches are performed every day. Some 7 billion to be more exact. That’s 2.4 trillion per year. Imagine the opportunities with such numbers.
At the same time, there are millions of pages that provide results for certain queries. Out of these millions, users need to click and visit only one of them. According to stats, users opt for one of the first three organic results. They get more than 55% of the action and so the job for SEO experts is not easy. They need to pull some aces from their sleeves to get the clients’ websites up in the first three results.
With the proper strategy and hard work, this is possible. We explained a little more on the SEO practices in our blog What is SEO in Digital Marketing: The Challenge to be Seen.
Although not too many businesses are hyped over video marketing, this is something to consider. The reason is in the statistics and numbers behind it.
Video marketing is the top marketing tool to grab the consumer’s attention. Most users will scroll through the posts with written content but will stop if there is a video in their news feed.
What is more important is that consumers mind the message coming through a video format. According to stats, impressive 95% of viewers will retain the message brought to them through the video. Additionally, 92% of smartphone users who watched a video will share it with their friends. These numbers are unbelievable?
Why is it important?
Video messages are made for sales purposes and educate consumers about a particular product. They also engage with the public and raise brand awareness.
This trend will most probably continue over the next 5-10 years. With the rise of 5G, users won’t even rely on Wi-Fi networks to watch high-quality videos. The future of video marketing during this decade is safe.
When we talked about social media coverage, we mainly talked about PPC ads and brand posting. Here, we talk more about the part of social media marketing called influencer marketing.
Influencers on social networks are people with lots of followers who have a deep connection with their fans. Depending on the niche, they are ready to promote your product for a particular fee.
There are three types of influencers – micro, macro, and mega influencers. The first ones are people who have up to 100,000 followers. The macro influencers have up to a million, and the mega is over a million.
Mega influencers have millions, but they are not always the best choice. Micro influencers have less, but they often focus on a particular niche. With a couple of thousand highly-focused consumers all at the same place, your odds for getting leads are enormous.
Why are they important?
With the rise of social media, influencers gained more significance. Their fanbase grows every day, just like social media grows overall. If they promote a product, the fans see the content as advice from someone they trust, rather than a company’s suggestion. Around 90% of consumers trust peer recommendations, and they see influencers as such.
Hiring one of the Brains top beauty and fashion influencers, Zoe Sugg, gives you instant access to 9 million followers on Instagram, and over 11 million on YouTube. Most of these fans are young British women, so selling a product for them is well target when hiring this influencer.
The good thing with influencer marketing is that over the years, new stars will rise. There will always be someone more trending and more popular. It’s up to marketers to suggest these solutions to their clients and get a great job done.
Email marketing has been around for decades. Even today, when the email is not a top communication tool, marketers see a huge ROI when trying to reach consumers through this channel.
All information points out that the return of investment from email marketing is staggering 3,800% on average. Around 20% of companies see even 7,000% ROI. These are numbers that no one should be ignoring.
How does email marketing work?
The art of email marketing combines old email messaging practices with modern digital marketing techniques. The digital solutions versatility it offers allows companies and marketing agencies to experiment with the content.
Most businesses go with informative content. The best way to reach your retaining and new customers is to provide information about your work, products, and upcoming plans.
A monthly or quarterly newsletter is a great way to keep them engaged, show them what you did in the past 30 or 90 days, and keep a close contact making sure you’re still there for them.
Just like we did with our monthly MyDigitalEgo newsletter that you can subscribe for.
For your business to thrive in 2021, you must actively search for new ways to promote your brand. Raising your digital appearance and getting online consumers attention requires using the most valuable digital channels of 2021.
Let us find the right channels for you. Let us supercharge your brand. Contact us to talk more.