Digital Marketing Trends
According to the 2021 Gartner State of marketing forecast, digital marketing has grown at the fastest rate in over one decade. According to this year’s Gartner State of marketing report, digital marketing budgets have declined to their lowest level ever, dropping by six percent in overall revenue in 2021. The report attributes this decline to four factors: a lack of awareness, increasing costs and confusion, a decreasing focus on brand reputation and a shrinking economy. In short, marketing is suffering from the digital wave, and these four problems are playing major roles.
As it stands, digital channels are experiencing the highest amount of influence. In fact, they are now the most influential channel, according to research. In the past, digital was considered to be second only to traditional marketing. But today, digital has moved ahead of traditional completely, with Google, Facebook, Twitter and YouTube all ranking first in search results. So where does all this digital influence come from?
Well, research shows that the two main reasons that marketers have abandoned traditional marketing strategies are cost and confusion. Marketers recognize that they must be more strategic than ever if they want to succeed. If your current marketing strategy is not meeting your customers’ needs, you need to consider a new strategy.
Cost is becoming more evident as digital marketing trends advance. In fact, it is expected that cost will remain a major factor in the overall growth of the business for the next five years. Because it is increasingly clear that customers are spending less money on products and services, marketers must evolve their business models to support these lower spending habits. As consumers become more aware of where their dollars are going, the importance of an effective customer lifecycle emerges. This means that marketers must not only focus on current customers but also target new customers in different ways.
Another digital transformation that is occurring is the way that many businesses communicate with their customers. Research shows that more people spend a majority of their time on smart phones, tablets and other touch screen devices. Marketers must therefore take advantage of the opportunities provided by touch screen technology to increase their audience and improve their sales performance.
A final major driver behind digital marketing trends is the adoption of Google’s Chrome browser. Chrome is the search engine of choice for many Internet users, especially those who use a laptop or desktop machine. Google’s latest search engine update, version 40, made it even easier to find and install the latest Google tools and content. The introduction of Google+ business page is another great example of how Google is working to be the friend of businesses everywhere.
Marketers must therefore be flexible in their approach in order to follow the latest digital marketing trends across different types of devices and platforms. One important trend that is starting to develop is the use of video and images across devices. Many businesses have already started embedding video into their website or blog in order to build brand recognition and trust. This has been helpful for companies who are trying to gain a wider consumer base and can help them create valuable relationships with their customers.
Marketers can also use text and rich content in order to enhance the experience of a user and encourage them to purchase a product or service. Google has introduced two main changes that will further enhance the experience for marketers. The first is the inclusion of Google+ Business page that provides business owners with enhanced functionality and an easier way to connect with their customers. The second big change is the inclusion of structured data which makes it easier to provide business with recommendations based on their past interactions with a user.