2021 just started. It already seems like artificial intelligence (AI) has begun its complete takeover and dominance of the digital marketing world. AI-powered tools and machines now shape the future of almost every aspect of consumer life, and they’re not limited to menial tasks alone. In fact, due to their cost and efficiency, you can even find AI taking over what has always been considered human-specific jobs. For example, monolithic tech companies such as Microsoft and Uber use AI-powered Knightscope K5 robots in place of human security guards for parking lots and large outdoor areas. With the onslaught of AI in nearly every aspect of our lives, it makes perfect sense to start using it for your digital marketing efforts. In fact, several large companies have already started implementing AI in their digital and online marketing efforts. From company blogs to AI-powered online chatbots for businesses like MasterCard, you can find Artificial Intelligence in every digital marketing landscape. So, why not embrace our new and improved AI overlords and implement the technology in your own marketing strategies? We promise it’ll go a long way towards more successful advertising. To learn more about how you can add AI to your digital marketing arsenal, then contact the professional marketers here at Contractor Advertising for assistance. We’d be more than happy to help you start using AI for your website and online marketing campaigns.
2 – Get Personal With Your Marketing Strategies
In the past, most companies crafted their ads to tailor to large swaths of the population. That sort of shotgun-style approach to marketing worked well for nearly 100 years. However, it’s not the 1900’s anymore. It’s 2021, and people expect far more personal advertisements and marketing efforts than they ever used to consider necessary. After all, why would anyone hire a generic plumber when there is another business offering personalized services from specialized local professionals? However, getting personal with your marketing strategies doesn’t mean all you have to do is craft advertisements for smaller, more niche markets. When we talk about getting intimate with your marketing, we mean every aspect of it. From blog posts on your company site to emails, everything your company does should have a highly-specific target audience or person in mind from creation to delivery. Need help crafting a more personalized marketing strategy or campaign? Contact Contractor Advertising for help today!
3 – Add Video to Your Digital Marketing Playbook
Do you make video advertisements or implement video into your marketing campaigns? No? Well, you should. In 2021, video-based marketing is the creme of the crop when it comes to user experience. Not convinced? Check out a few statistics on the subject from the marketing experts over at Single Grain:
72% of businesses claim that video improves their conversion rates
70% of consumers say that they have, at one point or another, shared a company’s video on their own social media networks
65% of executives visit a company’s website after viewing a video
39% of executives call a vendor after seeing a company’s video
Furthermore, according to a study by SEOtribunal.com, a site that includes video is 50 times more likely to drive organic search results (compared to text alone). Why you ask? Because Google understands that people find video content far more compelling and interesting than text or image-based content alone. Therefore, Google pushes content that includes videos much harder than it does for text and image-based content.
4 – Prepare for the Visual Search Onslaught
Visual search is a relatively new concept for search engines like Google and Bing. It allows users to upload an image to a search engine to get more specific search results. The most prominent applications of visual searches are on Google and Bing. We’ll only discuss Google Lens (Google’s visual search engine), as most other visual search engines work in similar ways for simplicity’s sake. Some of the various things you can use visual search for include:
Clothing, apparel, and home goods
Buildings and landmarks
Paintings in a museum
Plants and animals
Event flyers and billboards
Since visual search is new and exceedingly complicated, we won’t bore you with the nitty-gritty details here. To learn more about visual search and what you can do to optimize it, contact Contractor Advertising, or read through this in-depth overview of the technology in this Forbes article.
5 – Focus More on Micro-Moments
A micro-moment is a moment “when people reflexively turn to a device — increasingly a smartphone — to act on a need or learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped.” (Google). While every micro-moment is a marketing opportunity, you should focus your micro-moment marketing on the following four moments:
I-want-to-know moments: An I-want-to-know micro-moment occurs when someone is browsing the web without intending to buy anything.
I-want-to-go moments: These micro-moments occur whenever someone is looking for a specific local business or location to purvey.
I-want-to-do moments: Micro-moments categorized as I-want-to-do moments are those that occur when someone wants help with a task or are looking to try something new.
I-want-to-buy moments: These micro-moments are, by far, the most impactful micro-moments for online marketing. During an I-want-to-buy micro-moment, customers want to make a purchase but may need help deciding what to buy or where to buy it.
By targeting the previously mentioned micro-moments, you get your brand in the face of your customers when they are already primed to purvey your business potentially. For help getting the most out of the several micro-moments, your customers experience every day, get ahold of the online marketing experts here at Contractor Advertising.
6 – Optimize for Voice Search and the Coveted 0 Rank in SERP
We’ve already discussed the importance of optimizing for voice search and featured snippets (rank 0 in SERPs) in a previous blog post. So, we won’t get into the nitty-gritty details here today. For now, we hope to help you recognize just how vital optimizing for voice search and featured snippets will be in 2021 and years to come. For more information on voice search and featured snippets, check out our blog post here.
7 – Implement More Interactive Content
Next on our list of digital marketing trends for 2021 is to add more interactive content to your website. By interactive content, we mean things like infographics, videos, quizzes, polls, embedded tools (like calculators), augmented reality ads, and 360-degree video. Interactive content is fast becoming a huge marketing trend. In fact, 91% of consumers and buyers actively search out more interactive content. People seem to expect to get more use out of a website than a phone number to call these days. For help implementing more interactive content on your website or in your marketing strategies, contact our experts today.
8 – Invest in Intent-Based Keyword Research and Optimization
We’ve discussed how crucial intent-based keyword research and optimization are in a previous blog post. So, naturally, we won’t dive too deep into the subject here today. Just know that in 2021, as search engines get more sophisticated and intelligent, intent-based keywords will take over. Intent-based keywords help drive searchers to the content they actually want to find rather than what marketers want them to see. To learn more about intent-based keywords, how to use them on your site, and what kind of an impact they can have on your search performance, check out our blog post here.
Conclusions on The Top Eight Digital Marketing Trends of 2021
The new year is upon us! Now is the time to rethink your digital marketing strategy and cater to all the new marketing trends. Some of the most impactful digital marketing trends of 2021 include:
Add video to your marketing playbook.
Prepare for visual search.
Focus on micro-moments
Optimize for voice search and featured snippets
Implement interactive content
Utilize intent-based keyword research and optimization
The marketers at Contractor Advertising have been helping contractors and other businesses with their online marketing for years. We provide tangible results, we keep up with current marketing trends, and we always stand behind our work. So, if you’d like some help getting your digital marketing strategies updated for 2021, contact us right away!
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Awesome team of professionals. I highly recommend Tony and his team for Content, SEO and Website related expertise.