The 5 Most Effective Digital Advertising Trends in 2021
None other than Albert Einstein said, “In the midst of every crisis lays great opportunity.” The digital advertising world has seen no better test of this maxim than the pandemic's socio-economic disruptions. Having millions of people stuck at home drove digital traffic in completely new volumes and patterns. This massive digital stress test simultaneously verified existing strategies and revealed new opportunities.
1. Search Engine Optimization Turbo Boost
This core of digital strategy continued to prove its worth as traffic surged due to virtual work-from-home mandates and waves of e-commerce shopping. Savvy organizations that closely monitor search engine trends were able to adapt and tune their optimization efforts to garner additional traffic from customers they could serve.
As we move forward through reopening business, tourism, and schools, expect teams that can take conventional SEO practices and operate in real-time to be the big winners of this continuing trend.
2. Pay-Per-Click (PPC) With a Privacy Twist
Closely tied to SEO, PPC Advertising received a parallel boost, especially as homebound shoppers sought online conduits to access everything they used to shop for in person. Again, being able to analyze and respond to digital traffic patterns is paramount.
Consider also the consumer push for online privacy. California codified the trend in a law requiring websites to allow consumers to opt-out of online tracking. Apple just embedded anti-tracking tools in its iOS operating system for iPhones and iPads. Successful advertising teams must shift their advertising placement to accommodate.
3. Social Media Marketing Matured Fast
It wasn't just a surge in traffic: it spawned rapid user maturation. Videoconferences jumped from novelty to mission-critical tools. One example: Zoom almost became a victim to its exponential user base growth. Even casual users were suddenly immersed in virtual video production.
With advanced social media tools being the only way to connect with their world, even occasional users rapidly became platform experts. This means digital advertisers have to “up their game”, speaking to a more sophisticated audience, including maturing generations (not just the kids).
4. Conversion Rate Optimization (CRO) Gains Focus
CRO has always been critical. In short, this is the interplay between getting traffic to visit your organization's site, then converting those visits into tangible action and/or revenue. The new waves of digital traffic and visitor sophistication mean “sales funnel” dynamics must grow up fast.
Going forward, the most successful digital teams will be those who can match this heightened visitor sophistication to keep visitors engaged and returning. This is bolstered by constant CRO monitoring and quick response to developing trends.
5. Email: What's Old Is New Again (Again)
Sometimes email feels so old-fashioned that it's weird to call it “digital”. However, this old-school internet tool is still core to most workplaces. Users continue to improve their sophistication in ignoring email marketing as spam. That's where the opportunity lies. Email has the ability to feel uncluttered and personal in a way only a personal letter can.
Recipients will also devote more time to longer messages. But it has to work on a personal level. More than ever, organizations that develop email relationships with customers earn customer loyalty (and repeat purchases) that other mediums can only aspire to.
As we continue through 2021, the crisis appears to be dissipating to reveal the opportunities within. Realizing that our digital audience is more sophisticated than before and knowing how to adapt and respond in the ways they demand are core to our digital strategies. Contact C2 Communications to learn more about how we can help your organization build these strategies into your digital marketing.