Three digital marketing trends from 2020 to take into 2021
This year has definitely seen some dramatic changes in a number of areas, and the marketing industry is no exception. With consumer behaviour changing and the digital space saturated with companies taking advantage of the move online, companies need to stay on trend with marketing trends in their PR and marketing strategies in order to stay relevant, engage their audience and attract new customers.
Decreasing Brand Loyalty
The increase of ecommerce and growth of digitalisation due to the pandemic has resulted in the decrease of brand loyalty. The internet offers endless possibilities for consumers to scroll through, looking for the best deal, free delivery or any special offers individual websites are advertising that day. Indeed, almost half of consumers are trying new brands if they see a relevant ad.
With an additional third of consumers reportedly having bought from new brands during lockdown, marketers need to present relevant advertising, boosted by a clear PR strategy that will catch their audiences’ attention through the numerous sites available and engage with them to support brand loyalty. By building a clear and relevant brand image, for example through becoming a thought leader on relevant industry topics, companies can build integrity and retain their customer base.
The growth of digitalisation has further forced businesses to consider aligning their websites and social media with the brick-and-mortar experience so that customers can have a streamlined and effective shopping journey, enhancing the experience and increasing customer engagement.
Companies need to proactively reconsider the customer experience and plan a more coherent omnichannel marketing strategy across all channels. Known to many industries, in the marketing word omnichannel refers to a content strategy whereby companies bring their messaging, goals, objectives and design in line across all the different devices and means in which they operate, to provide a more centralised experience.
Retailers such as B&Q for example, continued operating successfully during the pandemic by bringing their online experience in line with their store operations, through click-and-collect. By connecting digital strategies with in-store experiences, brands can target their audience through different communication channels and build a noticeable and dependable brand image.
The opportunity for brands to market digitally has grown significantly through the move online this year, especially using social media. It is estimated that a monumental 4.41 billion people will be using social media by 2025, providing a considerable platform for brands to extend their reach and send authentic messaging.
In this digital space, businesses can directly engage with their customers by offering advice, insights, research and comments on industry trends to their audience. It also presents the opportunity for brands to easily receive and respond to feedback from their customers. By aligning a social media strategy with effective PR, companies can create relevant content that involves them in important industry issues, helping to grow their image and audience.
Burger King is just one company doing this effectively, having recently announced they will lend their 33k Instagram following to local restaurants hit by the pandemic, following the McDonald’s stunt earlier in the year. This presents an image of humility, showing their support for the entire food-service industry and bringing awareness to the dramatic impact the pandemic has had on the industry as a whole.
Stay on trend
With the growing concern of brand loyalty decreasing due to digitalisation, PR strategies can keep up with marketing trends and benefit companies by establishing an instantly recognisable brand image. Bringing this messaging in line across all channels through omnichannel marketing, while taking advantage of the digital space will engage and retain the customer base and improve the whole customer experience. By keeping up with the developing trends, companies can use digital marketing and PR strategies to build authority and get their names heard above the noise.
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