It’s the right time to talk about how to adjust your marketing strategy to the upcoming changes. We’ve chosen 5 digital marketing trends that will help you get ahead of the competition in 2021.

  • Social media as a channel for purchase

Social media channels make it easier for consumers to go from discovery to purchase without leaving the platform, creating a simple path to purchase.

The customer journey used to start on Social media and end on your website or online store. According to Facebook data, 70% of shoppers look to Social media platforms (specifically Instagram) for product discovery; they’re now using them looking for the complete shopping experience.

Compared to the traditional eCommerce purchase path, social commerce shortens the buyer’s journey. Simply put, there are fewer actions needed to complete a purchase — a key success factor for any eCommerce store. They’re able to research, compare, and purchase a product in one network, rather than referring to several websites.

  • Informed brands = more engaged customers

Customers expect brands to understand what they’ve bought in the past and help them determine what they should buy next. All this, based on all the data that they’ve consciously shared with them by engaging with their sites and channels. Customer data is the key to successful personalization. Information about your customers—WHO they are, WHERE they are, HOW they behave online—is the foundation for audience segmentation, and the first step to personalized experiences.

  • Fewer Social Media channels

Many companies are starting to reduce the number of social media channels they are using. With so many platforms available, and many companies trying to gain traction on all of them, reducing social media outlets to only the most relevant starts to become necessary. Of course, every brand doesn’t fit in this trend. Depending on your business objectives, you’ll have to use several social platforms. Don’t forget to be creative in developing authentic, honest, and meaningful content for your audience.

  • Live interactions with virtual events

The pandemic led to an uptick in the number of people tuning in to live-streams, whether it was a branded live-stream, a live video from their favorite celebrity, or an online workshop. Many events will remain virtual in 2021. Companies found that by going digital, they opened up their events to an entirely new audience as virtual events are more accessible than in-person events. That means lower cost for more people and a higher return of investment. The key is to get creative and drive engagement through great speakers, rich content and some fun of course.

  • Voice search and Smart speakers

As voice search technology has leaped forward in recent years, the way many of us search online is changing. Did you know 55% of American homes will own a smart speaker by 2022? 

Voice search is a new channel for businesses to leverage in search engine optimization (SEO) strategies. People use different combinations when they’re typing and when they’re speaking. The phrases will be more conversational than traditional web searches. With so many consumers owning virtual assistants and smartphones, it makes sense to optimize for voice search in addition to traditional search. Unquestionably, voice devices present a unique opportunity to formulating campaigns using past purchase information.

Sources: Forbes, Hootsuite, Social Media Today, Buffer.