In early December of 2020 we made some bold (but calculated) predictions for future marketing trends as well as set forth some marketing goals and resolutions that advertisers should focus on in 2021. With all the challenges that 2020 brought to the marketplace, businesses were forced to adapt to the changes in order to stay afloat. Consumer behavior also shifted and marketing strategies that once worked had to be adjusted to cater to the evolving customer.
As a recap, here are some of the trends and goals that we predicted would be major focuses of brands both large and small:
- Trend 1: Companies will continue to improve their customer’s digital buying experience.
- Trend 2: SEO will continue to stay relevant.
- Goal 1: Focus on mobile site speed.
- Goal 2: Focus on SEO to help fill the funnel for longer sales cycles.
- Goal 3: Adopt a winning social strategy.
Fast-forward to six months later and we are nearing the halfway point for 2021! It feels as though this year has been shot out of a cannon and refuses to slow down. It’s been reported that consumer confidence in the US sharply increased in April after the previous increase in March indicating that consumer attitude, buying intentions, and fiscal expectations have reached pre-pandemic levels. Marketers seem to be taking note. In a worldwide survey conducted in March 2021 by research firm, Ascend2, marketing professionals were asked, “Which areas of the digital customer experience will you focus most on improving in the year ahead?” The top three responses were website optimization, social media, and personalization all reporting at about 45% for each response.
Overall, brand marketers want to improve customer experience through website optimization by making it easier for customers to purchase products using mobile devices, adding more ways for customers to reach a sales representative directly on the digital platform, and adding more content that helps the customer to make more informed buying decisions. Increasing the speed of a mobile website will not only improve the customer experience but it will also help with Google index rankings and eliminate a reason why a customer might leave the website and opt for a competitor. Adding content that answers common customer questions will help fill the sales funnel, especially for goods and services with longer sales cycles.
Marketers also want to focus on the social media experience of their customers. This can be achieved through personalized messaging, ad content, and providing multiple ways for customers to interact with the business without having to leave the social media platform. Facebook has pioneered social media advertising and has brought the same technology to Instagram. By personalizing the messaging and content of an ad, marketers can “speak” to consumers depending on where they fit into the sales funnel. Customers can also directly interact with businesses via Facebook Messenger Ads which can also help the business to pre-qualify shoppers through automated messaging options. With the changes released in the most recent update to iOS14, tracking user behavior offsite is going to be very difficult for social media apps such as Facebook. If marketers can interact with customers while offering seamless ways to conduct transactions directly on the social media platform, ROI (return on investment) will be much easier to prove.
So, how did our predictions hold up? We think very well.
A marketing team with the foresight to predict future behaviors and trends in the market is an invaluable asset to any business. At Brand Ranch Media, our experience and expertise in the broad spectrum of advertising can help position your business towards increased revenue while placing your brand in front of customers that have the highest intent to purchase. Give us a call at 713-309-6380 or send us a message to discuss how we can help drive your business to success!