Where to Focus Attentions in the New Year
Extreme weather, civil unrest, the ongoing COVID-19 pandemic, and economic uncertainty has impacted businesses and upended plans in 2020. As people continue to work remotely, shop online, and spend more time at home, it’s worth taking a look at digital marketing trends and how they can be applied to help boost your business in 2021. Here are 5 trends to keep an eye on:
- Enhanced UX for consumers
- Improved communication about availability
- Video marketing
- Interactive content
New or redesigned websites
With more and more consumers going online to search for what they need, having a well-functioning website is vital. Investing in a new or redesigned isn’t simply about looking fresher, but modernizing to improve SEO, engage visitors, and increase retention and conversion rates. Elements such as fast loading speeds, videos, chat bots, and mobile-friendliness are no long “nice to have” but essential for growing your business. This is why many brands are now updating and improving their websites.
Enhanced UX for consumers
Thousands of businesses without e-commerce websites scrambled to create them in 2020 as a matter of necessity. In 2021, it’s expected that more innovation will be required as shoppers unable to lift, touch or examine products in person, look for greater details about products before making purchases.
Including large detailed pictures, 3D photos, and images those that can be rotated to show 360 degrees will replace small thumbnails. Many retailers are opting for such features. Meanwhile, museums and other tourist attractions are beginning to offer virtual tours and realtors and short-term rental sites are providing immersive 3D tours of properties.
Augmented reality (AR) and other technical tools allow customers to get an idea of what a product is really like, whether it’s how a new pair of shoes look on their feet or how a sofa looks in their living room.
Improved communication about availability
Research by McKinsey showed consumers were switching brands in 2020 at unprecedented rates and 73% of those who tried something new, intend to continue to incorporate the new brands into their routine.
Salons, dental offices, spas, restaurants, and gyms are just some of the many businesses that have found it necessary to alter open hours, staff, or safety requirements. Since availability of products and services is the number one reason customers switch brands, it is more critical than ever to maintain communication with customers.
Make it a practice to collect contact information, create a subscriber list and be proactive with messaging. Let customers know via text or email about availability changes, business hour updates, newly in-stock products or new safety measures.
Video marketing
Video isn’t necessarily new, and it’s been rising in popularity over the last few years. What makes video a trend now is that it has become so prevalent that consumers expect it from all businesses. In addition to being a natural for mobile marketing, videos on landing pages can increase conversion rates by 80%. Research shows people are twice as likely to share video content with their friends than any other type of content, and additional data is incredibly persuasive for incorporating it immediately:
- 93% of brands got a new customer because of a video on social media.
- 87% of video marketers say that video has increased traffic to their website.
- 80% of video marketers claim that video has directly increased sales.
Interactive content
Again, while not technically a new trend, in 2021, as more users are seeking enjoyment in everyday activities, interactive content is now being viewed as a best practice.
Adding interactive elements to your website or social media is a great way to provide value, get visitors engaged, and provides a more personal connection with your brand. These can include:
- Polls
- Quizzes
- Surveys
- Contests
- Calculators
When users participate, it’s possible to collect data that can be helpful for refining buyer personas, or making website, service or product improvements.
Looking ahead
While predicting the future seems more difficult after the rough ride everyone had in 2020, these trends are positive moves that can easily be incorporated into your overall marketing strategy. If your business is ready to evolve, give us a call.
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