6 Digital Marketing Trends in 2021

6 Digital Marketing Trends in 2021

Around the beginning of 2020, the world was plagued by Covid 19 disease. Many businesses have undergone many structural changes to outperform their competitors. The desire of more people to have less face-to-face contact with others and as a result of more use of the Internet and online space has created new challenges in the field of digital marketing. To date, as you read this article, many changes have taken place in the direction of digital marketing growth and we are witnessing more growth every day; This has accelerated the process of teaching and Learning in this area.

In this article, we are going to predict what are the 6 digital marketing approaches in 2021, because it is better to prepare our strategy for 2021 based on them.

Most of the items examined are not new, but we intend to look at them from new angles.

1. User Experience (UX)
2. Semantic Search
3. Zero-Click Search Result
4. Google Localization (GMB: Google My Business)
5. Automation in "Pay Per Click" (PPC Automation) ads
6. Responsive Search Advertising (RSAs)

1. User experience

It is enough to pay a little attention to the design of new pages in different businesses or the job importance of "user experience designer" this year; We will see that it is much more important than before. This is because user experience as a benchmark in search engines for ranking is much more important than ever( Google Webmaster Central Blog post )

It can be said that if we want to continue to rank well in search results in 2021, the user experience will be at least as important as other search engine optimization metrics.

All changes in search engine optimization are based on one principle: if a user has a bad experience with a page, they will leave it.

Note the following numbers:

25% of mobile applications in 2019 have been used only once( Statistics )

50% of people do not buy from brands whose page design for mobile is poor. (Think With Google)

More than 33% of smartphone users go to another company or site if they do not immediately find what they are looking for on one site. ( Think With Google)

54% of people often experience more frustration as page load times increase. (Think With Google)

60% of mobile users have contacted a business directly through search results. (Think With Google )

39% of mobile users are more inclined to buy from a mobile app; Because it is faster and easier. ( Think With Google )

The problem is very simple! In any case, people want more speed and convenience in meeting their needs, and if they do not achieve this speed and convenience, they change direction and move on to something else; So, it is obvious that search engines will adapt to the needs and desires of people. Therefore, the user experience of our page should be such that it reaches its goal as quickly and easily as possible. One of the tools that have been used in recent years to further enhance the "user experience" is artificial intelligence. Today, artificial intelligence is growing rapidly and has made very useful changes in the field of "user experience". For example, "smart chatbots" are tools that will soon be used more by all businesses. In some cases, if a user has a question about how a service or Product works and acts through older means of communication, such as direct telephone contact with the company, he or she will have to wait for a response from the company (usual people on the support team). This may be a slow and frustrating process; But with smart chatbots, 24 hours a day, 7 days a week, users' questions can be answered quickly; But more importantly, how successful will these robots be in giving the right answers? Certainly, this trend can grow very well over the coming years. So, we need to take the necessary steps to create this tool in 2021. This tool can give users a great experience of our Services.

Some suggestions to improve the user experience of the pages of the site or application:

• Load fast! Managing page images, as well as CSS and JavaScript code, can be very effective in reducing loading time
• The pages are simple and any Product or service can be easily found in them.
• Be available and coordinated for all devices, including mobile phones, tablets, etc.

2. Semantic search

We know that search engines are designed to meet people's needs and change based on the behavioural changes that people make when searching. In many cases, words may be searched incorrectly. For example, we often see that the keyboard language is not selected correctly when writing search text and a meaningless sentence is formed, but search engines can identify our target to some extent and suggest our target sentence! Using data that is generally behavioural, search engines can largely detect errors, ambiguities, shortcomings, or random searches and provide results that are relevant to our purpose. In the past, the search was the responsibility of users, and they had to use accurate words and phrases to get the right information; But now and definitely in the future, this responsibility will be given more to search engines so that they can show the best result to the user by recognizing the purpose of the users, even if the user does not use clear expressions in the search engine! In 2021, this ability will grow a lot in search engines, so if we want to have a good ranking in search engine results, we must

Coordinate its algorithms.

Increasingly, people tend to use their normal language when searching; As they talk to their friends!

Among mobile users, searches starting with "can I" increase by 85%, searches starting with "do I need" by 65% ​​and searches starting with "should" increase by 65%.

Searches will lead to a normal conversation, a very clear example of which is voice search tools; Such as Google Assistant, Amazon Alexa, Siri.

Searching for such tools is usually done in natural language, not the words and phrases that are usually typed in the search engine. The results are almost translated back into natural language. One can never find a fixed rule for how people search; It is constantly changing, and as a result, to stay in the search results, we need to get as close as possible to people's natural behaviours.

It can be said that voice search tools are evolving rapidly and because of their speed and also more freedom of action when searching, they will be much more flexible and can be used in certain situations (such as driving). So, in the future, we have to consider voice search in our search engine optimization strategy, because it is very different from text search.

You have probably experienced that in-text search people often use a few short words to get a faster answer, but voice search will be more like a conversation and we will use longer sentences. Of course, if the answer we give to the user is more similar to a conversation between two people, he will have a better experience. We need to consider these differences in our strategy and be prepared for voice search in the future.

Here are some suggestions on how to look or get an appointment for a voice search in 2021:

• Suppose a user uses Google Voice Search. Google Voice Search receives a lot of information from Google My Business; So, we need to put accurate business information in it to be in the search results.
• Create content that answers frequently asked questions. The more accurate, short, and in different cases these answers are, the more accurate the answer is given to the user.
• The sentences we use in our pages should be understandable, simple and close to human natural language.
• Also, one way to help with voice, text search results, and our entire content strategy is to use high-volume, full-featured content, as well as smaller articles and content that all link to the original content. They have internal.
• Another thing that can be said in the continuation of semantic search is the search based on "purpose". All strategies in search engine optimization are in line with what the user intends to search; To show him the best result. When I determine my content strategy, we have to define the goals of these people based on the target community we have, artificial intelligence algorithms are becoming more powerful in this field every day.

3. Zero-Click Search Result

If you search for coronavirus in Google right now, you will see that Google displays information in the form of photos, videos, charts, text, etc. on the search results page, and we do not even need to enter a specific site! The possibility that it is a way to meet the needs of users in search engines is becoming more advanced.

But if this feature is used more in Google, then what about visiting pages? Naturally, page views will decrease; Is this a good thing? Yes! Search engines are at the service of users and to attract users, they must provide solutions so that they can reach results more easily and quickly. Now the question is what to do to be seen in click-free search? Information that Google shows "without clicks" in search results comes from sources such as YouTube, Google My Business and FAQ. As a result, if we set these items precisely and appropriately for our users' goals, we can be a priority in click-through searches.

4. Google Localization (GMB: Google My Business)

Before the COVID-19 epidemic, we saw that people were more inclined to meet their needs at nearby addresses to save time and money. This issue has been on the rise since the COVID-19 epidemic because people are less out of control and it is natural that in such circumstances the search for people becomes more limited. Searches use phrases such as "... near me" and similar phrases that restrict the search to a specific neighbourhood. Search engines, especially Google, rank higher for pages and businesses that have more accurate local information. This information can include the phone number, website, address, service, hours of activation and deactivation, photos, user comments

and … .Many small businesses can rely on local information to make sure their local information is accurate, rather than in areas such as highly competitive and saturated keywords.

Here are some suggestions on how to look or get an appointment for Google My Business:

• Update working hours information, address, website, phone, etc. It's very frustrating if a user chooses you but can't contact you easily!
• Add images to your info. The newer the images, the better-informed people will receive from your business and help them choose.
• Update the Google Dashboard section for COVID-19. In this way, users can find out if businesses are active or inactive at the time of the outbreak, and they can even find out about the Services you provide in these situations.
• People care about the opinions of others and get information from them for their decisions; So be sure to update users' opinions about your business and allow your users to comment as much as possible.
• Share weekly posts about Products, events, and more. Increase your Google My Business traffic and keep users informed of the latest sales of your Products and ads. Give both users and Google lots of useful content!

5. Automation in "Pay Per Click" (PPC Automation) ads

Another challenge we are likely to face in 2021 is limited access to information.

In PPC advertising, we use the information to understand user behaviour to display ads to them at the right place and time; However, due to increased monitoring of user information, especially the General Data Protection Regulation (GDPR), access to keywords and search data will be more limited. Why is this a challenge? In recent years, we have seen many security issues such as the disclosure of user information. This will reduce people's trust in businesses. People get tired of opening different windows and forms on the pages, each of which receives information from them, and for this reason, it is expected that this access to information will always be more limited, and naturally, PPC advertising will also be affected. Will put.

Here are some suggestions on how to look or get an appointment for PPC advertising.

To continue to succeed in PPC advertising, you must use artificial intelligence and use automated tools in PPC. What makes automatic PPC so powerful is more accurate targeting of people who are in a better position to buy and have a higher level of "purchase readiness".

84% of marketers surveyed report that artificial intelligence speeds up PPC advertising.

Also, as we move toward automating this process, we need to be careful about where and when ads are displayed, as you may be advertising at critical times and receiving negative feedback.

6. Responsive Search Advertising (RSAs)

Introduced in 2018, these ads are designed by Google AI and use the information to optimize your ad based on your audience and search terms. Your job is just to prepare the content! In practice, RSAs are designed for your ad groups to save time and improve ad performance. All you have to do is give the system a variety of changes in the titles and descriptions of the ads and let the AI ​​do the rest.

But what can be done to upgrade RSAs to make good use of them in 2021?

We must first acknowledge that we have to give more control to automated PPC because if we are going to use Google Ads or Microsoft Ads as part of our content strategy, we will inevitably use RSAs.

Here are some things Microsoft recommends when Setting up RSAs:

• 8-10 short and long titles for better use on different devices.
• 2-3 short and long titles that are accompanied by keywords.
• A dynamic keyword that automatically matches the search target.
• A brand title, to be included in the best place.

So, there you have it – our definitive guide to digital marketing trends you can't ignore in 2021.

As John F. Kennedy once said: “Change is the law of life. And those who look only to the past or present are certain to miss the future.”

For anyone in digital marketing, change is an integral part of the job. You must keep looking ahead and strive to embrace new technologies, tools and strategies to gain an edge over your competitors.