3 Digital Marketing Trends Set to Explode in 2021
There was a time when Artificial Intelligence, Voice Search, and Automation Marketing seemed like far-flung concepts that would not materialise until the distant future. Much like the hoverboard we’ve all been waiting for since Back to the Future, these marketing concepts were almost too far-fetched to consider as short term possibilities. Today, these concepts are becoming a marketing reality as technology quickly adapts to new user behaviour.
Make no mistake, we are at a turning point for online marketing. As technology-driven marketing patterns evolve just as quickly as consumer interests and buyer behaviour, these trends are set to continue. In 2021, marketers need to be technologists with a keen interest in adopting and utilising new technology that can assist and enhance the way that campaigns are run.
Below, we share 3 essential digital marketing trends that businesses need to be aware of to adapt, survive, and thrive in 2021.
1. Artificial Intelligence Has Arrived
Artificial Intelligence is no longer a futuristic concept from a Hollywood film, it’s a reality that is already influencing consumer behaviour. AI is set to be at the heart of the way that global businesses operate – and it is already impacting employment in a number of key sectors.
As an example, Amazon is already using AI with the AWS learning machine to create business learning solutions for small to medium enterprises. Amazon has been open about attributing its success to the early adoption of AI technology. According to one Sydney SEO agency, the changes can be seen at a ground root level with many smaller businesses adopting AI in their marketing processes to refine user targeting and market segmentation.
2. Chatbots Are Taking Over Customer Service
Historically, chatbots have been seen as an annoying barrier between consumers and front-facing customer service representatives. The AI-based technology has been used to reduce customer service staffing costs and answer simple, frequently asked questions. According to a recent study by Search Engine Journal, as of 2021, chatbots are responsible for 83% of all front line customer service interactions online.
Chatbots are tasked with answering simple questions and provide 24/7 responsiveness that is prohibitively expensive for small to medium businesses. Chatbots allow small to large businesses to scale and grow quickly while providing a customer service alternative that is significantly cheaper than traditional modes.
3. Personalisation is Enhancing Marketing
Standing out in 2021 is about much more than offering a product or service and creating a website to facilitate that transaction. In 2021, customers expect a level of personalisation with curated content, emails, and product selections based on search and purchase history. While it may seem creepy or invasive to some, many view it as a way to streamline online purchasing and browsing. A 2020 study by Instapaper found that 81% of customers surveyed said they would be more likely to do business with a company that offered personalisation experiences.
Final Thoughts
Following on from the rapid growth of the digital industry over the last twelve months, 2021 is set to be a defining year for digital marketing. Early adopters of new technology are likely to see the largest growth and improvement over the next 12-months.
