The year 2020 has been a year of the coronavirus pandemic and economic turmoil. The current events have changed the dynamics of every business and industry, including digital marketing. Certain digital marketing trends started as a necessity. But as we head towards the end of the year, there is undoubtedly no reverting to “how things used to be.”
With 2020 coming to an end, let’s look at top five digital marketing trends that are likely to continue in the upcoming year.
Changes in Digital Marketing Strategies May be Permanent
Teddy Heidt, the founder of a leading anti-agency, predicts that some digital marketing strategies may have started out of necessity but considering their effectiveness and accessibility, they may be permanent. A classic example would be virtual events and experiences. With such events, the potential customers got an opportunity to interact outside the traditional marketing channels.Moreover, there is no hassle for visa issues, travel, and other in-person costs for virtual events. So whether it is a live musical event, a chef’s demo, or home consultation by a doctor, let’s look forward to staying virtually connected in the upcoming year.
Chatbot – A Real-time Customer Interaction
If you have recently experienced a food order mishap on the app or if any one of your e-commerce transaction goes wrong, chances are you have dealt with a chatbot. The real-time interaction that mimics real-life interactions with the customer is an excellent go-to solution for businesses.
And while these chatbots provide instant customer service, they can also be a great source of direct interaction with the customers, primarily for information and data collection.
In the year that follows, chatbots are not going anywhere. In fact, we see them becoming a more widespread digital marketing agent as time goes by.
Social Media – A Top Channel for Purchase
Gone are the days when social media channels were a place of discovery. Today, an increasing number of customers use social media as a top channel for purchase. Social media platforms, such as Facebook, Instagram, Twitter, and many others, are making it easier for consumers to make a purchase decision without ever having to leave the platform.
With physical distance likely to be the norm in 2021, we can expect retail brands to rely more on social media platforms as an important channel for purchase.
But That Doesn’t Mean Customers Can Buy Anything
In the age of evolving e-commerce, businesses cannot sell anything to the customers. As digitalisation is evolving, an increasing number of customers are looking forward to personal commerce. They expect businesses to understand their needs (based on past purchases) and decide what they should purchase next. This level of engagement cannot be achieved by collecting shopper data. Instead, it requires a more in-depth and meaningful analysis of customer’s purchases so businesses can offer them exactly what they need.
In 2021, we look forward to customers wanting to buy from brands that offer personal commerce. Only the businesses that can offer such a level of personalisation can survive and thrive digitally.
The Use of AR in Digital Engagement
Augmented Reality (AR) is indeed a technological advancement that will take over the future of businesses. At each step of product development and sales, AR has emerged as a saviour amidst the pandemic. And it is only a matter of time before digital growth experts learn to use AR in digital engagement.
With the on-going research and learning, we can hope that 2021 will be the year where AR would be used in digital marketing.
And there is a lot more that we can expect to continue in the year 2021. For more updates on digital marketing trends, stay tuned.