Digital marketing in 2021: The trends to look out for | Social Media and Healthcare | Scoop.it
From techbullion.com - April 30, 2021 7:33 AM

In today’s fast-changing world, where technologies grow like a shot and consumer interests are hard to predict, marketers can’t rely on guesses and old yet proven strategies only.

 

Digital marketing is about two opposing concepts in 2021. First, it’s humanization prescribing us to address real issues and craft the content for even more personal engagement. And second, it’s technology marketing with its more mechanical rules on SEO and other behind-the-scenes stuff our customers don’t see.

A smart balance between these two is what helps a business thrive in today’s age of innovation.

 

1) Neuromarketing

Based on the neurobiological idea that all feelings, thoughts, and actions are the products of neural activity in the brain, neuromarketing analyzes it to predict consumer behavior and adjust ad campaigns accordingly.

It’s a strategy to measure a person’s brain activity, emotions, and attention to determine which types of content they find engaging. Also known as consumer neuroscience, its data allows optimizing your marketing materials to trigger desired responses from the audience, therefore influencing their decision making.


2) User intent and semantic keyword research

While most marketers have agreed on the role of long-form content for better rankings, some of them still focus on primary keywords when optimizing it. However, Google doesn’t evaluate content like that anymore.

In 2021, we should be mindful of user intent, aka the reason behind a user’s search, and optimize the content accordingly.

5) Chatbots

Back in 2017, Gartner predicted AI technologies to rush into every software product and service by 2020. There’s 2021 outside, and artificial intelligence assists businesses with many issues: consumer behavior and search pattern analysis, entry-level communication with customers, content creation and personalization, and more.

The most striking instance of AI that continues to be in digital marketing trends in 2021 is chatbots. On-site or in-messenger, they use NLP software to decode what a user wants and respond to queries as if it were a real person:

3) No-click searches

Voice search calls the shots today, changing the way SEO works. The focus is now on providing a user with the answer without them needed to click on SERP results. Marketers peg it as a no-click search, aka featured snippets, aka position zero.


4) Image and voice search

The increasing use of voice search and its impact on sales funnels make marketers change their strategies in 2021. Just think it over:

  • 71% of consumers prefer to conduct queries by voice instead of typing.

  • In 2020, 75% of all US households planned to have at least one smart speaker.

  • Voice shopping jumps to $40 billion in 2022, up from $2 billion in 2019.

Many brands already consider voice search when optimizing their marketing content. They write in a conversational tone, with keywords that users would speak rather than type in, and focus on getting no-click searches on Google.

 

6) Conversational marketing

For those willing to stand out of the crowd in 2021, here goes one more trend. With voice search, AI, and chatbots on the rise, it becomes clear that users expect even more personalized communication from brands.

 

So, conversational marketing is about a one-to-one, personalized, real-time connection between customers and marketers.

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