The digital marketing industry is always changing, adapting to consumer trends like how people shop and search online. Since the pandemic began in early 2020, consumers have accelerated their online behavior, with some studies finding eCommerce jumping ahead by 10 years in a matter of months. 

With all of these changes in digital marketing taking place over the past year, how do you know what trends are here to stay? At Frankel Media Group, we’ve been analyzing the latest trends and are ready to make some predictions. Here is a peek at some of the new digital marketing trends to look for in late 2021 and beyond, direct from Gainesville’s top marketing agency. 

CONVERSATIONAL MARKETING

One of the biggest trends in digital is conversational marketing. Consumers are demanding real-time interactions with brands and companies, and they’re delivering on multiple channels. From AI chatbots on websites to staffing direct message platforms like Facebook Messenger and Instagram messages, brands have created new ways to connect with consumers where they feel most comfortable. 

Higher engagement is translating to consumer loyalty, too, so the more channels you have open to connect with consumers, the better. Make sure the channels you serve make sense with your brand and consumers to maximize engagement. 

PERSONALIZATION

These days, it’s personal. Consumers expect a personal touch from their favorite brands, and it likely stems from the need for direct communication rather than feeling like a small part of a larger whole. After having been slowly introduced to personalization for years and seeing more and more of it on a daily basis, consumers now lean toward brands that offer personalized experiences rather than generic data blasts. 

So what’s trending here? Adding personal touches, like a consumer’s name to a marketing email, goes a lot further in creating brand loyalty than sending a generic email without a name. Other things, like targeting consumers via email or web ads with products they like, also go a long way. Personalized reward experiences, tailored recommendations, and customized options within apps are also taking off. 

INFLUENCER MARKETING

One scroll through your Instagram feed will show you that influencers are an amazing way to showcase products or services to consumers. This trend combines personalization with real people, targeting consumers with a more authentic feel than corporate advertising. Consumers also have higher trust for brands, products, and services after seeing real people interacting with them. 

VIDEO MARKETING

YouTube put video marketing on the map. It’s gained popularity over the years, and now many consumers look to videos for trustworthy marketing – whether direct from the brand or from real people. In fact, it’s one of the most popular ways people learn about new products and services. 

Videos can be marketed on a range of platforms, from Facebook and Instagram to TikTok, brand websites, blogs, influencer pages, forums, and more. Descriptive videos that show or tell about a product or service are popular, as are live videos, which can be used for interviews, behind-the-scenes content, events, and more. Consumers crave new content, so keep the videos coming. 

CONTENT MARKETING

Content marketing has been around for a number of years, but as people change the way they search, marketers must change the way they serve content to consumers. Today, many people search via voice, whether shopping for a particular item or asking a question to get a specific answer. Search engines like Google are constantly updating their algorithms to meet consumer demand, and it puts more helpful content higher than less helpful content. Whether they’re shopping for an item, trying to find the score of the big game, or asking a search engine where the closest place for brunch is, consumers expect a relevant answer regardless of how the request is made. Make sure your content delivers. 

Digital marketing agencies like Gainesville’s own Frankel can help your brand develop these marketing trends. Whether it’s preparing a content audit, developing marketing videos, finding influencers to help market your products or services, or giving your brand a more personal touch, we can help. We’ve been working with these trends since the beginning, and no one has more experience than us in making big things happen. Connect with us today.