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New Year, New You: Refresh Your Digital Marketing Strategy


With 2020 finally behind us and a new year of prospects ahead, it’s the perfect time to refresh our digital marketing strategies! Through our research covering the latest digital marketing trends and technology, we reveal the digital marketing innovations we predict will dominate marketing strategies in 2021 and beyond.

Conversion Marketing

Across new MarTech (Marketing Technology) innovations, conversion marketing is a common feature, considered by many to be a central pillar within effective digital marketing practices. It is used to prompt customers who visit a company’s website to ‘take action’ (i.e., make a purchase) by ‘converting’ online window-shoppers into paying customers.

Is this tactic something you should consider including in your new digital marketing strategy? We think so. To elaborate, let’s create a hypothetical situation.

Let’s say a company has recently set up an online business. They are gaining traffic, they’ve put effort into quality external advertising, and their search optimisation shows good results. The only problem is that their online sales continue to be below the expected mark. If this is a problem for you, conversion marketing may be the thing your company is lacking.

To ensure that your conversion strategies are optimised for your business needs, make sure to identify which type of purchasing processes your customers use most. After this, you will be able to devise a strategy with tactics tailored to increase your conversion rate.

To learn more, visit our Conversation Rate Optimisation page.

The Rise of Personification

While many have heard of the term ‘personalisation’ within the realm of digital marketing, ‘personification’ is a relatively new concept. Created by Gartner as an alternative to personalisation, the term was coined in response to business marketing suffering from a “bad case of mislabelling.”

While personalisation helps some businesses cater to the needs and preferences of their customers, the term creates the impression that businesses need to personally identify individual buyers, who in many cases prefer to remain anonymous. Consequently, when taken at face-to-face value, personalisation has been shown to cause problems with regulators and privacy advocates who claim that these ads and websites identify users, consenting or not.

In contrast, personification as a marketing strategy is “the delivery of relevant digital experiences to individuals based on their inferred membership in a defined customer segment, rather than their personal identity,” as defined by Gartner. Business models that use personification can still cater their content effectively to each customer to make them feel included, while also respecting their privacy and anonymity.  

The Rise of Personification

We predict that the use of personification within digital marketing will continue to rise, as businesses adapt their model to one that makes customers feel included and considered within a demographic, while also safe and assured of their privacy. This brings us to the next point.

Customer Segmentation

Customer segmentation is related to the personification in that the latter is used to divide large audiences into segments. However, it is not a new trend, but it is a popular one, and for good reason.

Simply put, customer segmentation is an excellent marketing tactic that allows you to create tailored, personified campaigns for your segments within your audience. Customer segmentation done correctly means categorising your target audience by certain behaviours or traits, such as by demographic or by shopping habits.

So, instead of using a small number of large marketing campaigns to target a general audience, customer segmentation focuses on creating a large number of small marketing campaigns that cater to each segment’s specific interests or characteristic.

An example of this is creating two separate mailing lists for your business, one for smaller spenders and another for customers who regularly spend big bucks. In this scenario, each group could be sent a weekly or monthly newsletter, featuring products that cater to their average spend.

Ad-Blocker Blockers: To Use or Not to Use?

ad blocking

In an article by Social Media Today, at least 30% of all internet users are now using ad blockers. Because of this, many marketers may feel that their main source of traffic is being automatically cut off. For businesses who feel that this may be an issue for them, we recommend reviewing your ad data and analytics as part of your digital marketing refreshment plan. Doing so will help you discover how much of a problem ad-blocking poses for your present marketing strategy.

If you’re considering putting an ad-blocker blocker in place so that users have to turn off their ad-blockers to access the site, keep in mind that ad-blocker blockers can dissuade potential clients from investing in the first place. If you’re catering to a younger audience (who are more likely to be using ad blockers), display ads may not even be the best advertising strategy to consider. For example, many younger online viewers respond more favourably to influencer marketing or video content compared to display ads.

So, for those companies whose ads do fall victim to ad-blockers, don’t waste your efforts trying to convince users to change their preferences. Instead, change your marketing focus and use your budget to work on other, more fruitful advertising and marketing campaigns, e.g., video content, influencer marketing, email marketing, or sponsored content.

The Rising Hype of Visual Search

In the world of artificial intelligence (AI) and machine learning, users can now optimise their search experience with visual search. This relatively recent technology allows users to submit images to find related information.

For example, visual search technology like Google Lens allows shoppers to take pictures of items they wish to buy, delivering them directly to the most appropriate product pages.

While visual search is still growing in popularity, businesses should take this as an opportunity to improve their visual marketing strategies. Through our research, we recommend that businesses, especially e-commerce orientated brands, focus on optimising their video and image SEO campaigns through the following means:

  • Include images in your sitemap or create a specific sitemap for images.
  • Always add alt text descriptions to your images.
  • Use only images and videos of high quality, including HD.
  • Make sure your target SEO keywords are included in the image file name.

Remember, if your SEO techniques are done right, you will not only ensure that your brand is up-to-date and relevant for the new year, but you can also take traffic away from competing businesses, especially when shoppers perform product searches via visual images.

Start Using Interactive Content

Interactive content is an engaging type of content that includes everything from surveys, quizzes, and polls to contests, giveaways, calculator widgets, and more. While this concept has been around for some time, its effectiveness for online marketing is only just being realised.

Facebook emoji
You can interact on Facebook through different emoji reacts, boosting user engagement.

In general, interactive content provides positive results for businesses as they promote user engagement and enjoyment. Buzzfeed quizzes are a prime example of interactive content, and they are highly targeted to specific niches. (It turns out that everyone wants to find out which Bridgerton character they resemble the most!) Another example is a pop-up pinwheel that users can interact with to reveal discount codes. The possibilities for interactive content are endless!

Ultimately, customers who can express themselves and their opinions are more likely to feel valued by the company as an individual, therefore increasing their connection to the brand.

When it comes to the specific digital marketing benefits a business can expect from interactive content, there are a few to consider. At the very least, your business or brand can stand to gain more visibility in online feeds and algorithm-based searches, and if used right, interactive content can provide valuable insights into the minds and preferences of your customers.

Aim for a Featured Snippet

Featured snippets, otherwise known as “answer boxes”, are the search results that appear at the top of Google’s organic search results and right below the ads section. Concise and to the point, they are used to answer user questions straight away without the hassle of scrolling or clicking.

Often referred to as “position zero”, a featured snippet is a valuable asset for a business to have because it not only increases the brands’ visibility but also their authority on the matter they discuss. Furthermore, these snippets are often spoken allowed by Google Assistance voice search.

For businesses looking to have their own content selected as featured snippets, keep in mind that featured snippets come in different forms, such as straightforward definitions, step-by-step instructions, videos, and more. So, make sure to choose a format that best suits your content!

Follow these tips below to get started:

  • Featured snippets should prioritise long-tail keywords and phrases.
  • Snippets should also provide concise, clear answers to keyword queries. Make sure your content prioritises this, including the format you display your content in (e.g., bulleted lists, using headings, and other concise formats)     

Want to learn more about digital marketing in 2021 and beyond?

Looking to stay informed, and gain new insights and inspiration for your digital marketing strategy? Subscribe to our newsletter to keep up to date with all the latest digital marketing trends in 2021 and beyond. To start building a fully comprehensive, professional digital marketing strategy for your business, contact the team at Pure SEO today!

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