The new year is right around the corner and I’m sure many of us are glad to see an end to 2020. As we all know the coronavirus pandemic created a huge disruption that created waves across many different industries, including digital marketing. As this year comes to a close, let’s take a look at some prospective trends for 2021.
Virtual events are here to stay. What started as a response to COVID-19, will continue on into the new year. Virtual events are a fantastic way to connect with a broader audience. They are accessible to many different people across a broad geography. With the implementation of accessibility tools such as closed-captioning, they can also be broadly inclusive.
For virtual events, many companies have discovered that it results in higher attendance and more participation. This both lowers the cost for attendees and results in a higher ROI for companies. Of course, this will mean organizations will need to get creative with the content, speakers, and engagement during the event to keep people interested and keep your customers returning.
More Interactive Content
Photos, video, dynamic graphics, it’s been proving time and time again that consumers love visual content. So what’s next? Interactive content! Adding interactivity to your website, collateral and social media efforts is a great way to engage your audience. Not only does it allow you to learn more about visitors, but you are also providing them with value.
For example, adding an ROI calculator to your landing page or an interactive infographic to your white paper can add an extra layer of value to the resource your providing and provide more incentive for your visitors to respond to a CTA, fill out a form, or contact your company! This information you gather will also help you refine your data on your consumers and better target your offers.
Social Media and Shopping
Instagram made waves in late 2020 by shifting to focus on their “shop” functionality. In 2021 we can expect to see social media become a top channel for purchase. Social media platforms are making it easier for consumers to go from discovery to purchase without leaving the platform. Ecommerce continues to grow and retail brands will need to adapt, ensuring that they are appealing to their audiences on social.
In 2021, for brands that specialize in products, apparel, accessories, etc., companies will want to further invest in their social media presence and community engagement. Pay attention to the changes in algorithms on popular social media platforms such as Facebook and Instagram and don’t shy away from newcomers in the market like TikTok.
SEO. SEO is the one trend you won’t see fading into obscurity. There is an abundance of companies, brands, websites, and products available on the world wide web, and the only way to stand out amongst all the white noise is to have a solid SEO strategy. In the coming year, continue to invest in building your strategy and digging into keyword research. Focus on finding long-tail opportunities and the right keywords to make an impact.
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