A new year is upon us and that means new trends in digital marketing.
Digital marketing remains one of the most effective, if not the most effective way to market a brand, product, or service. But with new technology emerging every day, it’s important to keep up so you can stay on top of your competition.
This article will take a look at marketing trends for 2021 so you can decide what direction you want to take your strategies in for the new year.
Be Smart About Using PPC
PPC or Pay Per Click is an advertising tool in which an advertiser pays a publisher when an ad is clicked. It allows advertisers to bid for ad placement in a search engine, so they rank highly when someone searches a keyword-relevant to their business. When the ad is clicked, advertisers pay the search engine a small fee.
If there’s one thing 2020 has taught us about PPC, it’s not to be lazy.
PPC is highly automated making it easy to ‘set it and forget it’, but consumer trends are always changing. 2020’s pandemic, for instance, converted many marketplaces to an almost solely online format.
While PPC tools can change bids in response to external factors, it cannot rewrite company content to highlight a new trend. And while the AI can send signals to avoid wasted ad spend, it cannot always help businesses attract new opportunities.
To ensure PPC is as effective as possible, advertisers should research insights and master tools to ensure they are reaching and converting their target audiences.
Updates in SEO
When it comes to digital marketing, a strong SEO strategy is one of the most effective ways to boost online visibility. Whereas marketers once only had to worry about keywords and images, today algorithms are constantly changing affecting what gets seen and what doesn’t.
Looking forward to 2021, Google has announced the release of the Page Experience which is predicted to roll out in May. Search ranking factors will include the usual suspects such as mobile-friendly formats, efficient page speeds, and safe browsing, but it will also factor in new metrics for speed and usability in the form of Core Web Vitals.
Core Web Vitals will be taking a closer look at aspects of the user experience including page loading, interactivity, and visual stability. It will be ranking metrics with scores of good, needs improvement, and fail. The better your score, the higher your business will appear on SEO rankings.
Although Page Experience will initially be applied to mobile rankings only, it may soon be applied to other web formats. In any case, with so many consumers accessing the internet via mobile devices, marketers will want to be ready when Google makes this feature available.
The Need for Consulting
In regard to digital marketing, consulting is a broad term. In general, a consultant is a highly experienced marketer with advanced skills in the digital space. They have expertise in branding, acquisition, and the marketing of branding channels.
It’s never a bad idea to hire a consultant to get your company headed in the right direction and provide follow up if necessary. But the inside scoop is that consultants today are urging clients to rethink their strategic planning in the new year.
When thinking of a full year’s plan, it’s wise to break it up into subsections that may account for a quarter or six of the year, depending on how quickly you can act on your short- and long-term goals.
A more immediate plan should include implementing strategies that provide the most value but are also achievable and practical. Web site upgrades and the integration of software and tactics that will boost SEO and provide an improved user experience may be considered. Bring in teams that will help you get these priorities in order.
A long-term goal gives you breathing space and allows you to dream. It may include using digital marketing to reach a particular sales goal. It may be a complete overhaul of your website and systems. It may be partnering with another company to take your company to a whole new level.
Digital marketing will continue to reign supreme in 2021. To stay on top, businesses will need to be aware of the latest software and consumer trends and combine these with research and good old-fashioned know-how. It will require an integration of the latest technology with an innate understanding of your target audience.
Once you have a handle on all aspects of digital marketing, create a strategy that allows you to focus on short terms goals that bring you closer to achieving long term success.
Good luck integrating digital marketing tools to make 2021 the year your company shines.