Last updated on November 7th, 2020

What Should Brands Include In Their Digital Marketing Strategy in 2021

As you might already be aware, in digital marketing, what worked in 2019 or 2020 may not work in 2021. Technology continues to change rapidly, new techniques emerge every day, and near-endless Facebook and Google algorithm updates keep digital marketers on their toes. So, if you want to stay competitive, you have to keep an eye on digital marketing trends.

If you think it’s too early to talk about marketing trends for 20121, you’re wrong. Companies plan marketing campaigns months in advance, so now is the perfect time to look at future trends.

So, are you ready to get your 2021 digital marketing strategy in place? Here are 6 tips to help you create your own approach.

#1. Leverage Marketing Automation

Have you already incorporated marketing automation into your marketing strategy? If the answer is yes, you’ve made the right choice. A study by Salesforce found that more than 65% of successful marketers are using a marketing automation platform, whereas another 20% plan to use one in the coming years.

And 2021 is expected to bring even more technologies to which businesses will have to adapt. New email marketing automation tools will allow for even better customization and personalization of emails, mail merge with Google sheets, and powerful tracking of results, allowing you to cater to prospective customers’ needs using highly targeted yet cost-effective messaging.

#2. Outsource Your Marketing

Recently, outsourcing marketing teams has become very common among companies. This practice is especially good for startups and small businesses as putting together a marketing team with talents who have the same level of expertise as those working for agencies can be quite expensive.

Outsourcing marketing agencies are much more affordable (they usually cost less than one executive salary). For this price, agencies like Shortlist offer a team of experienced marketing experts, which is a real bargain. Moreover, you don’t have to pay for software and ad costs as these are usually covered by the marketing agency as well.

#3. Create Personalized and Interactive Content

Once upon a time, content marketers were focused on creating content for search engine bots in order to be able to rank higher in the SERPs. The result was often a hard-to-read, bland content. Luckily, those days are long gone.

New search engine bots are smart enough to figure out what people are searching for, and they are capable of gathering context clues from your content. That’s why you need to focus on creating content for humans instead of one for search engines.

That being said, your content should also be highly-targeted to the customer you are trying to reach. Creating buyer personas can help you design content that appeals to specific customer segments, increasing engagement, enhancing loyalty, and boosting conversions for your business.

Another big content trend for 2021 is interactive content. Adding interactive sections to your site is an excellent way to provide value for your visitors, get them to engage with your site, and learn more about them. Examples of interactive marketing include contests, assessments like quizzes, surveys and polls, calculators, etc.

#4. Influencer Marketing is Getting Even Bigger

We are past the mid of 2020 and influencer marketing is already huge. The industry has grown immensely in the last few years, and the introduction of new platforms such as Snapchat and TikTok has allowed businesses to target their customers in a whole new manner.

Influencer marketing trends show that in order to increase their reach and brand loyalty, businesses will continue hiring influencers.

In 2021, we might see more performance-based deals, i.e. deals based on the number of clicks or sales. In addition, micro-influencers are expected to rise, creating content that keeps users engaged without looking too sponsored or filmy. Finally, many brands are planning to include TikTok in their influencer marketing campaign, so we should all get ready for a future where TikTok will rule the roost.

#5. VR and AR for Visceral Experiences

While video allows brands to connect with consumers on a highly emotional level, virtual reality and augmented reality enable them to offer visceral experiences. The term ‘visceral’ refers to deep inward feelings, and technological advances now allow us to tap into those feelings.

With access to AR and VR technology, companies can offer tours of facilities, take users through the process of creating their products, and create 3D interactive models so that users can examine their products. AR and VR technology offers a more immersive and personalized shopping experience helping customers make buying decisions. It also increases user engagement and brand awareness.

And as this technology becomes more and more accessible, in 2021, even small businesses will be able to join the bandwagon.

#6. Add Some Fun with Gamification

Everything that makes games fun, engaging, and addictive is now being used as a marketing strategy.

Here are some examples to inspire your 2021 marketing strategy:

  • Incorporate games in your ads to increase brand awareness.
  • Scavenger hunt on your website – find everything and get a reward – to encourage people to scan each page and look at new items
  • Spin the wheel, get a discount ranging, etc.

With 80% of smartphone users using their phones to play mobile games, it’s not difficult to see how gaming can be leveraged to boost user engagement, customer loyalty, and sales. Many companies are even using gamification for training and educational purposes.

Final Thoughts

If you are struggling to get your 2021 digital marketing strategy on point, consider trying the ideas on this list. And however you decide to get ready for the upcoming year, don’t forget that the changes 2020 has brought are the new normal today.

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