Let’s check trends in consumer behavior, technology, and marketing 2021.
1. Short videos
Teenagers dreaming of becoming the star of TikTok, a social network for publishing short videos. The growing popularity of such apps makes it clear how users will interact with content shortly and what will attract them to it: authenticity, wit, creativity, and brevity. How do marketers keep the attention of constantly switching users?
Perhaps they need to rethink the established approach to creating advertising stories. To increase user engagement and steer them toward conversions, we need to choose shorter ad formats and personalize content with machine learning technologies. Brands like Lego and Nike have already successfully tested this strategy on YouTube.
2. Voice Assistants
In the next year, users will be much more likely to interact with voice assistants. By the end of 2021, the number of people who will do this not only to check the time or send emails but also for more complex tasks will exceed 1.6 billion.
Consumers are already beginning to shape the voice economy, in which home voice assistants will play an increasingly important role. The ability to instantly respond to consumers’ emotions and desires will help brands find new and effective ways to engage with them.
3. Digital transformation
Technology has changed our lives beyond recognition. Today we expect from any product or service what previously only premium brands could provide. The shift to digital marketing is key to the success of modern companies, the importance of which will only increase in the next year.
4. Inclusive marketing
It is no longer enough for today’s consumers to only get product information from brands. They want to know how companies relate to issues important to society and how they contribute to solving them. In the coming year, interest in brands’ positions on issues such as cultural diversity, inclusion, climate change, and the environment will only increase.
In particular, consumers will want businesses to be represented by people of different cultures and identities.
5. Mobile interfaces
In 2021, users will expect to interact with brands conveniently through any channel, including mobile devices. Meanwhile, conversion rates for smartphones and tablets are lagging behind those for computers. Here are some ways to remedy this situation:
- Invest in new technologies such as AMP and PWA.
- Take into account consumers’ different search strategies.
- Apply advanced analytics techniques to more accurately track paths to purchase.
- Use automated bid assignment to maximize performance.
6. Mass personalization
The time is coming when machine learning will change marketing beyond recognition. Already today it helps us better understand users’ paths to purchase, increase their engagement, and make key moments of interaction more valuable. Therefore, marketers have more opportunities to analyze user behavior and mass personalization.
Taking responsibility for the information generated by these technologies will make marketing more personalized, human, and multichannel through unprecedented personalization of content.
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