Digital marketing: 7 key trends for 2021

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Digital marketing encompasses all advertising or commercial actions and strategies that are carried out in the media and channels of the Internet.

This is done in order to obtain information about products and services, but also to position yourself and be seen more and better.

Digital marketing encompasses many channels, such as content marketing, social media, email marketing, among others, to increase its reach.

These are the trends that, according to eMarketer, will mark digital marketing in the decade that is beginning. Pay attention to read the signs of the times and the changes to come.

1-The power of Big Tech is declining
There is consensus that Big Tech has become too big. The US Congress report was scathing and added to several initiatives that are pushing a regulatory wave.

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A survey conducted in October 2020 by Morning Consult afghanistan whatsapp lead Politico found that 58% of Democratic congressmen and 54% of Republicans believe that Congress should make regulating these companies a priority.

And while there will likely be a legal battle that could take years (Microsoft's took place between 1998 and 2002), the Biden administration will go after companies that engage in monopolistic behavior.

2-Entertainment industry: The short video takes it
It is here to stay and according to eMarketer it is the future of “ social media and communication ” content.

The short video canonized by Tik Tok is going to grow and lead the entertainment market. This is because the other social networks, according to eMarketer, have been marked by “fake news and negativity.”

On the other hand, Tik Tok offers a more positive outlook that brings fun back to social media.

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That's why in 2021, every company involved in this dance must urgently create a short video strategy. Look for advertising opportunities that this format offers with influencers and experiment in this space.

3-Growth of Disney+ and streaming challenges advertising
Disney+ is growing a lot. Together with Netflix and Amazon, they account for half of the time spent watching streaming video.

This is ad-free video, which poses a challenge for the advertising industry.

For example, reaching the other half of the audience that consumes streaming video on social networks such as YouTube, Vimeo, Instagram and Facebook.

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4-Re-evolution of profiling and measurement
The industry faces the challenge of generating new ways to profile and measure its audiences.

Chrome will no longer accept third-party cookies within a year, and changes announced by Apple (App Tracking Transparency) will also require user consent.

A major challenge for the digital advertising industry will be the creation of a unified ID, which aims to be collaborative and open source, which anticipates major changes for the decade that is beginning.

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Decision makers must understand that first-party data is and will always be worth its weight in gold.

That's why they should invest in email marketing, create SMS programs, create powerful virtual events and experiences.

But also to advance in the integration of CDPs (Customer Data Platforms) where all business data, clients, channels and campaigns are on a single panel.

5-Ecommerce grows and social media commerce is lukewarm
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Credit: Appscrip Blog.
Amazon, Walmart and Instacart have grown as a result of the pandemic, increasing their sales and advertising spending on their platforms.

Although it will continue to be important, social commerce has not been what was expected because people can see a product on a social network such as Facebook MarketPlace or Instagram Checkout, but when it comes to purchasing, they massively complete the process on the corresponding retailer's website.

6-Virtual events are consolidated
2020 was the year of discovery and 2021 will serve to improve everything learned, both for participants and organizations.

It will be essential to have a virtual events strategy, because beyond the pandemic and its ravages, live events in the coming years will have an important virtual dimension.

This will force brands to have new profiles and skills. Interactivity will be key for those participating and brands will need to be able to produce and broadcast events like a professional studio.

7-Brandstanding
According to a VISA study , 75% of millennials support businesses that in turn support causes in response to crises and social protests.

Brandstanding refers to a brand taking a stand on a social issue. The brand benefits by supporting a particular cause rather than hiding from it.