📈 42 tendances du marketing numĂ©rique que vous ne pouvez pas ignorer en 2021

📈 42 tendances du marketing numĂ©rique que vous ne pouvez pas ignorer en 2021

Vous voulez dĂ©couvrir votre vĂ©ritable potentiel et atteindre la libertĂ© financiĂšre ? Nous vous invitons Ă  participer Ă  une Masterclass gratuite avec le chef d’entreprise primĂ©, Eric Siu, oĂč il partage son plan en 5 Ă©tapes pour dĂ©marrer votre entreprise en ligne de rĂȘve qui vous donne libertĂ© et Ă©panouissement. Cliquez ici pour rĂ©server votre place maintenant.

À une Ă©poque, l’intelligence artificielle, le marketing basĂ© sur les donnĂ©es et l’optimisation des moteurs de recherche vocale (VSEO) Ă©taient des concepts ambitieux Ă  la limite du ridicule. Aujourd’hui, ces tendances innovantes en matiĂšre de marketing numĂ©rique font partie des principales prioritĂ©s de la plupart des propriĂ©taires d’entreprise en 2021.

Et pourquoi ne le seraient-ils pas ? AprĂšs tout, si votre entreprise a l’intention de rester compĂ©titive dans le paysage en ligne d’aujourd’hui, vous devez vous adapter aux changements en Ă©volution rapide du marketing numĂ©rique. Comme le dit Brian Solis :

« Chaque entreprise est victime du darwinisme numĂ©rique, l’évolution du comportement des consommateurs lorsque la sociĂ©tĂ© et la technologie Ă©voluent plus vite que la capacitĂ© de l’exploiter. Le darwinisme numĂ©rique ne fait pas de discrimination. Toutes les entreprises sont menacĂ©es.

Ne vous y trompez pas : nous vivons Ă  une Ă©poque oĂč le marketing technologique Ă©volue rapidement et oĂč les intĂ©rĂȘts et les comportements des consommateurs sont difficiles Ă  prĂ©voir. Les spĂ©cialistes du marketing ne peuvent plus se mettre la tĂȘte dans le sable et espĂ©rer que les suppositions Ă©clairĂ©es et les mĂȘmes vieilles mĂ©thodes fonctionneront pour toujours.

sg-quiz-banner


TABLE DES MATIÈRES :


42 tendances du marketing numérique pour 2021

Lisez la suite pour dĂ©couvrir 42 tendances de marketing numĂ©rique qui aideront votre entreprise non seulement Ă  survivre, mais aussi Ă  prospĂ©rer en cette Ăšre d’innovation.

1) Optimisation basĂ©e sur l’IA

Il y a quelques annĂ©es Ă  peine, les analystes de Gartner ont prĂ©dit que d’ici 2020, les technologies d’IA seraient omniprĂ©sentes dans presque tous les nouveaux produits et services logiciels. En fait, selon Techgrabyte :

« L’intelligence artificielle est la plus grande opportunitĂ© commerciale pour les entreprises, les industries et les nations au cours des prochaines dĂ©cennies » ce qui signifie que « Les retardataires de l’IA se retrouveront dans une situation de sĂ©rieux dĂ©savantage concurrentiel au cours des prochaines annĂ©es. »

Voici les principales raisons pour lesquelles les organisations adoptent l’IA dans leur entreprise :

Raisons de l'adoption de l'IA

L’IA peut analyser le comportement des consommateurs et les modĂšles de recherche, et utiliser les donnĂ©es des plateformes de mĂ©dias sociaux et des articles de blog pour aider les entreprises Ă  comprendre comment les clients trouvent leurs produits et services.

Un exemple passionnant d’IA dans la pratique est celui des chatbots (nous en parlerons plus tard). Mastercard a crĂ©Ă© un bot Facebook Messenger – qui utilise un logiciel de traitement du langage naturel pour dĂ©chiffrer ce que le client veut et rĂ©pondre comme s’il s’agissait d’une personne rĂ©elle – pour automatiser le traitement des paiements :

Chatbot Mastercard

L’intelligence artificielle devient rapidement le moteur de nombreux services, y compris la crĂ©ation de contenu.

Si vous souhaitez classer votre contenu dans des niches difficiles, optimisation du contenu est nécessaire. « Optimisation du contenu » dans le référencement fait référence à des éléments tels que :

  • Y compris les mots-clĂ©s primaires et secondaires aux densitĂ©s correctes
  • Avoir un nombre de mots appropriĂ©
  • Assurer une grande lisibilitĂ©
  • Avoir des balises meta title et description optimales

Et, plus important encore, assurez-vous de clouer le intention de recherche.

Google comprend ce que les gens recherchent et quel type de contenu sert le mieux leur intention. Par exemple, si vous recherchez « huile de poisson », Google sait que l’intention de recherche dominante est d’en savoir plus sur les avantages pour la santĂ© et les effets secondaires :

exemple d'huile de poisson dans les SERP

Par conséquent, il est trÚs peu probable que vous puissiez vous classer n ° 1 pour ce mot clé avec une page de produit de commerce électronique. Si vous vous trompez sur cette étape, tout le temps et les efforts que vous consacrerez à la production de contenu, à la promotion et à la création de liens seront gaspillés.

Le moyen le plus simple d’implĂ©menter l’optimisation de contenu dans vos flux de travail de rĂ©fĂ©rencement et de contenu consiste Ă  utiliser un outil d’optimisation de contenu tel que ClickFlow. La fonction Éditeur de contenu de ClickFlow extrait les donnĂ©es des 20 premiĂšres pages de classement actuelles et aide votre Ă©quipe de rĂ©daction Ă  crĂ©er un contenu parfaitement optimisĂ©.

L’utilisation de l’intelligence artificielle pour proposer des sous-thĂšmes et des mots-clĂ©s associĂ©s rendra tout article ultra-complet et lui donnera les meilleures chances de se classer sur la premiĂšre page. Il vous donne un nombre de mots recommandĂ©, des commentaires sur la lisibilitĂ© et une note d’optimisation globale basĂ©e sur les mots-clĂ©s et les sous-thĂšmes couverts :

Content-Editor-Relevant-Questions2-1

C’était l’une des stratĂ©gies clĂ©s utilisĂ©es dans cette Ă©tude de cas, dans lequel ElectricityRates.com a pu augmenter les clics organiques de 327% en 30 jours. L’utilisation de l’éditeur de contenu les a aidĂ©s Ă  identifier que leur contenu existant n’était pas assez dĂ©taillĂ© et les mots-clĂ©s importants qui manquaient :

Tarifs d'électricité

Les entreprises qui adopteront l’IA en 2021 seront en mesure de rĂ©duire leurs coĂ»ts de personnel et d’accĂ©lĂ©rer leur croissance, en prenant l’avantage sur leurs concurrents.

ClickFlow CTA

2) Publicité programmatique

La publicitĂ© programmatique consiste Ă  utiliser l’IA pour automatiser l’achat d’annonces afin que vous puissiez cibler des publics plus spĂ©cifiques. Les enchĂšres en temps rĂ©el, par exemple, sont un type d’achat d’annonces programmatiques. Cette automatisation est beaucoup plus efficace et rapide, ce qui signifie des conversions plus Ă©levĂ©es et des coĂ»ts d’acquisition de clients plus faibles.

Cela change si rapidement le visage de la publicitĂ© numĂ©rique que, selon eMarketer, 86,2% des publicitĂ©s numĂ©riques aux États-Unis seront programmatiques d’ici 2020.

Selon Irina Kovalenko de SmartyAds :

« La plupart des campagnes publicitaires manuelles basĂ©es sur les recherches (mĂȘme celles rĂ©alisĂ©es avec des outils professionnels) prennent en compte trois ou quatre cibles : le mot-clĂ©, l’heure et le lieu. De tels outils, tels que les plates-formes programmatiques cĂŽtĂ© demande, peuvent utiliser des centaines de signaux de ciblage pour individualiser la publicitĂ© et mĂȘme cibler en fonction des habitudes de vie ou de comportement lorsqu’ils sont intĂ©grĂ©s aux plates-formes de donnĂ©es client.

Voici un aperçu du fonctionnement de la publicité programmatique :

image12

Pour savoir comment capitaliser sur cette tendance du marketing numérique, consultez le guide de PPC Hero pour commencer.

Plongez plus profondément :

3) Chatbot

Les chatbots continueront d’ĂȘtre une partie importante du marketing numĂ©rique en 2021. Cette technologie basĂ©e sur l’IA utilise la messagerie instantanĂ©e pour discuter en temps rĂ©el, de jour comme de nuit, avec vos clients ou les visiteurs de votre site.

Les sondages montrent que :

image5

De nombreux clients prĂ©fĂšrent interagir avec les chatbots car ils sont rĂ©actifs 24h/24 et 7j/7, donnent des rĂ©ponses rapidement, rappellent avec prĂ©cision l’intĂ©gralitĂ© de votre historique d’achat et ne perdent jamais patience. Ces assistants virtuels offrent un service client exceptionnel en rĂ©pondant aux attentes des clients et en automatisant les tĂąches rĂ©pĂ©titives, ce qui signifie que vous pouvez vous concentrer sur un travail plus important.

De nombreuses marques utilisent dĂ©jĂ  la technologie des chatbots, notamment la marque de covoiturage Lyft. Vous pouvez demander un trajet Ă  Lyft via le chat (Facebook Messenger et Slack) ou la voix (Amazon Echo), et leur chatbot vous indiquera l’emplacement actuel de votre chauffeur :

Chatbot de Lyft

Les passagers peuvent utiliser l’application pour choisir le type de trajet, faire une demande, suivre l’emplacement de la voiture, envoyer Ă  des amis une estimation de l’heure de leur arrivĂ©e et effectuer le paiement.

Les autres marques qui utilisent avec succĂšs la technologie chatbot incluent Whole Foods Market, Fandango, Sephora, Staples, Le journal de Wall Street et Pizza Hut.

Plongez plus profondément :

4) Marketing conversationnel

Avec tout ce discours sur les chatbots, la rĂ©alitĂ© du marketing moderne devient claire : c’est plus conversationnel. Les gens le veulent ainsi, et les marques rĂ©agissent. Lorsque les consommateurs ont une question, 82 % souhaitent une rĂ©ponse « immĂ©diate ».

Le marketing conversationnel facilite une connexion individuelle et en temps réel entre les spécialistes du marketing et les clients :

dialogue IA conversationnel

Contrairement aux stratégies traditionnelles, cette forme de marketing est désormais disponible sur plusieurs canaux, permettant aux marques de rencontrer les clients à leurs conditions : sur les appareils, les plateformes et les horaires qui conviennent le mieux au client.

Vous pouvez programmer des publications Instagram, gĂ©rer les notifications et analyser vos performances, le tout en utilisant RecurPost outil de planification de poste et d’automatisation. RecurPost Ă©tudie le niveau d’engagement de vos publications et suggĂšre le meilleur moment pour publier du contenu sur votre compte Instagram, ce qui augmente l’interaction et les performances des publications.

Selon David Cancel, fondateur et PDG de Drift :

« Les acheteurs d’aujourd’hui s’attendent Ă  trouver ce qu’ils recherchent maintenant, pas plus tard. Alors que nous nous prĂ©parons pour l’avenir, il sera plus important que jamais pour les entreprises d’ĂȘtre disponibles sur un large Ă©ventail de canaux et de s’assurer que vous communiquez de la maniĂšre dont les gens prĂ©fĂšrent communiquer.

En fin de compte, l’objectif principal du marketing conversationnel est d’amĂ©liorer l’expĂ©rience utilisateur grĂące Ă  un modĂšle axĂ© sur les commentaires qui favorise un engagement plus Ă©levĂ© et une plus grande fidĂ©litĂ©.

Plongez plus profondément :

5) Personnalisation

Si vous voulez vous démarquer en 2021, vous devez personnaliser votre marketing, ce qui signifie un contenu, des produits, des e-mails personnalisés et plus encore.

Tenez compte de ces statistiques de personnalisation :

  • 63% des consommateurs sont trĂšs agacĂ©s par les publicitĂ©s gĂ©nĂ©riques
  • 80% disent qu’ils sont plus susceptibles de faire affaire avec une entreprise si elle propose des expĂ©riences personnalisĂ©es
  • 90 % dĂ©clarent trouver la personnalisation attrayante

Kevin George de EmailMonks affirme que « les e-mails personnalisés et déclenchés en fonction du comportement sont 3 fois meilleurs que les e-mails par lots et par explosion.

Lorsque vous souhaitez Ă©tudier des exemples de la puissance de la personnalisation, il est difficile d’ignorer Netflix et Amazon, avec leurs produits ou titres de films recommandĂ©s sur mesure. Voici quelques autres entreprises qui utilisent avec succĂšs la personnalisation aujourd’hui :

  • EasyJet a lancĂ© une campagne par e-mail basĂ©e sur les donnĂ©es qui utilise l’historique de voyage des clients avec la compagnie aĂ©rienne pour crĂ©er des histoires personnalisĂ©es, qui suggĂšrent ensuite oĂč ils aimeraient voyager ensuite. Environ 12,5 millions d’e-mails uniques ont Ă©tĂ© envoyĂ©s, avec un taux de clics 25 % plus Ă©levĂ© que les e-mails non personnalisĂ©s.
  • Cadbury a crĂ©Ă© une campagne vidĂ©o personnalisĂ©e qui correspond Ă  une saveur Dairy Milk avec les utilisateurs en fonction des donnĂ©es de leur profil Facebook, y compris l’ñge, l’intĂ©rĂȘt et l’emplacement. La campagne a gĂ©nĂ©rĂ© un taux de clics de 65% et un taux de conversion de 33,6%, prouvant que la touche personnelle fonctionne.
  • Starbucks utilise une application mobile gamifiĂ©e qui s’appuie sur des donnĂ©es telles que l’historique des achats et l’emplacement pour devenir aussi personnel que possible, permet aux clients de personnaliser leurs boissons et encourage une utilisation plus poussĂ©e avec son systĂšme de rĂ©compenses – qui a fait grimper leurs revenus Ă  2,56 milliards de dollars :

Application Starbucks

Plongez plus profondément :

6) Marketing vidéo

Le marketing vidĂ©o est l’un des, sinon les, tendance marketing la plus importante aujourd’hui et probablement pour les 5 Ă  10 prochaines annĂ©es. Ces chiffres montrent l’importance d’intĂ©grer la vidĂ©o dans votre stratĂ©gie de marketing numĂ©rique en 2021 :

  • 70% des consommateurs dĂ©clarent avoir partagĂ© la vidĂ©o d’une marque
  • 72% des entreprises dĂ©clarent que la vidĂ©o a amĂ©liorĂ© leur taux de conversion
  • 52 % des consommateurs dĂ©clarent que regarder des vidĂ©os sur les produits les rend plus confiants dans leurs dĂ©cisions d’achat en ligne
  • 65 % des cadres visitent le site Web du spĂ©cialiste du marketing et 39 % appellent un fournisseur aprĂšs avoir visionnĂ© une vidĂ©o

La vidéo est de loin le moyen le plus populaire pour les clients de se renseigner sur les nouveaux produits :

image9

Et ne pensez pas seulement Ă  YouTube. Il existe de nombreuses façons d’accroĂźtre l’engagement avec votre marketing vidĂ©o, car vous pouvez publier une vidĂ©o ou lancer une diffusion en direct sur Facebook, Instagram ou LinkedIn.

L’un des problĂšmes auxquels les spĂ©cialistes du marketing ont Ă©tĂ© confrontĂ©s ces derniĂšres annĂ©es est le passage croissant aux appareils mobiles. Ces pages de vente longues et ces e-mails d’antan s’estompent rapidement car ils sont tout simplement trop difficiles Ă  lire sur de petits Ă©crans mobiles. Cependant, la vidĂ©o peut prĂ©senter les mĂȘmes informations dans un format qui fonctionne parfaitement quel que soit l’appareil.

Si votre site inclut de la vidĂ©o, c’est 50X plus probable (50 fois !) pour gĂ©nĂ©rer des rĂ©sultats de recherche organiques par rapport au texte. Pourquoi? Parce que les gens trouvent le contenu vidĂ©o plus attrayant, Google pousse donc les pages qui incluent des vidĂ©os plus haut dans le classement.

L’un des avantages du marketing vidĂ©o est qu’il facilite le reformatage de votre contenu. Imaginez que vous avez enregistrĂ© une vidĂ©o pour votre chaĂźne YouTube. Au lieu de simplement le publier sur YouTube, vous pouvez Ă©galement :

  • Faites-le transcrire pour avoir une version texte de la vidĂ©o
  • Publiez la transcription sur votre blog sous une vidĂ©o YouTube intĂ©grĂ©e pour un meilleur classement
  • TĂ©lĂ©chargez la vidĂ©o brute avec la transcription sous forme de sous-titres sur Facebook (les vidĂ©os Facebook natives obtiennent un taux d’impressions et un engagement beaucoup plus Ă©levĂ©s que les vidĂ©os YouTube partagĂ©es)
  • Transformez la transcription en un article de blog autonome avec une courte rĂ©Ă©criture et l’ajout de statistiques et d’images pertinentes
  • Extrayez l’audio seul et utilisez-le comme Ă©pisode de podcast
  • Utilisez des miniatures vidĂ©o dans vos campagnes de marketing par e-mail et le mot « vidĂ©o » dans les lignes d’objet pour augmenter les taux d’ouverture de 19 %

Voici quelques autres tendances du marketing vidéo qui gagnent de plus en plus de terrain :

  • VidĂ©o en direct est particuliĂšrement populaire auprĂšs d’un grand nombre d’entreprises qui l’utilisent pour des interviews, des dĂ©monstrations de produits et des aperçus des coulisses de la marque, comme la vie au bureau, la fabrication des produits, les Ă©vĂ©nements d’entreprise, etc.
  • 1:1 vidĂ©o C’est lorsque les entreprises ou les spĂ©cialistes du marketing crĂ©ent des messages vidĂ©o personnalisĂ©s plutĂŽt que de passer des appels tĂ©lĂ©phoniques ou d’envoyer des e-mails. Avec la baisse du coĂ»t des Ă©quipements cinĂ©matographiques et des camĂ©ras pour smartphones de plus en plus de haute qualitĂ©, c’est plus facile que jamais.
  • RĂ©fĂ©rencement vidĂ©o. YouTube et d’autres vidĂ©os sont affichĂ©es dans les SERP, donc l’optimisation vidĂ©o devient beaucoup plus importante – comme l’utilisation de superpositions de texte et de sous-titres codĂ©s, en plus de votre description, titre et noms de fichiers. Consultez ce guide pour en savoir plus sur le rĂ©fĂ©rencement YouTube.
  • Contenu vidĂ©o Ă  360 degrĂ©s. Cette tendance vers une expĂ©rience plus interactive est Ă  la hausse – recherchez simplement le symbole circulaire dans le coin supĂ©rieur gauche pour commencer Ă  faire glisser l’image en mouvement vers la gauche ou la droite pendant sa lecture, comme cette vidĂ©o Ă  360˚ de Hong Kong Airlines (éŠ™æžŻèˆȘç©ș) :

Plongez plus profondément :

7) Marketing d’influence

Le marketing d’influence est un type de marketing de bouche Ă  oreille qui se concentre sur l’utilisation de leaders clĂ©s pour amplifier le message de votre marque sur un marchĂ© plus large. Les influenceurs peuvent ĂȘtre des cĂ©lĂ©britĂ©s bien connues, mais le plus souvent, ce sont des personnalitĂ©s Instagram ou YouTube avec une Ă©norme niche qui peuvent aider Ă  faire connaĂźtre votre entreprise ou votre produit via leurs canaux sociaux.

Parce que le marketing d’influence est gĂ©nĂ©ralement plus authentique que la publicitĂ© d’entreprise :

  • 63% des consommateurs font bien plus confiance aux opinions des influenceurs sur les produits qu’à ce que les marques disent d’elles-mĂȘmes
  • 58% des personnes ont achetĂ© un nouveau produit au cours des six derniers mois Ă  cause de la recommandation d’un influenceur

Pour cette raison, l’Islande, une chaĂźne de supermarchĂ©s britannique populaire, est passĂ©e des publicitĂ©s avec des cĂ©lĂ©britĂ©s Ă  une campagne mettant en vedette de vraies mamans. Faisant Ă©quipe avec la communautĂ© YouTube Channel Mum, elle travaille dĂ©sormais avec un certain nombre de vloggers pour promouvoir ses produits de maniĂšre plus «authentique».

Et la recherche montre que 35% des mamans font plus confiance aux vidĂ©os en ligne qu’aux publicitĂ©s traditionnelles.

Le marketing d’influence n’est pas qu’une tendance : une Ă©tude de mediakix prĂ©dit que les dĂ©penses publicitaires pour le marketing d’influence pourraient atteindre 10 milliards de dollars d’ici l’annĂ©e prochaine :

image10

Le marketing d’influence va Ă©galement ĂȘtre affectĂ© par l’intelligence artificielle. Chaque annĂ©e, l’IA facilite et accĂ©lĂšre le processus de recherche des bons influenceurs avec qui s’associer. Cela aide Ă  identifier ceux qui ont un meilleur engagement, moins de faux abonnĂ©s et une plus grande chance de gĂ©nĂ©rer un retour sur investissement (ROI) positif. De plus, l’intelligence artificielle transforme le marketing d’influence des maniĂšres suivantes :

  • Reconnaissance d’images avec ANN (Artificial Neural Networks)
  • DĂ©terminer les performances des influenceurs avec le NLP (Natural Language Processing)
  • PrĂ©dire les incitations avec ANN
  • DĂ©terminer l’influence d’un influenceur
  • Signalement des publications qui ne respectent pas les directives de divulgation
  • Élimination des faux engagements et des robots de spam

image14

Plongez plus profondément :

8) Applications de messagerie sociale

Si vous pensez que les applications de messagerie sociale ne servent qu’à envoyer des emojis à vos amis, jetez un Ɠil à ces chiffres :

image16

Ces statistiques montrent la popularitĂ© des applications de messagerie sociale, et puisque les gens passent plus de temps Ă  s’échanger des messages, il est logique de commercialiser les produits et services de votre entreprise lĂ  oĂč vos clients potentiels traĂźnent.

Les applications de messagerie sociale peuvent ĂȘtre trĂšs utiles pour envoyer des messages directement aux clients, car elles permettent la personnalisation et ajoutent de la valeur Ă  l’expĂ©rience utilisateur. De plus, les gens s’attendent Ă  ce que les entreprises soient prĂ©sentes sur les applications de messagerie, car c’est un moyen direct et facile d’interagir avec elles. En rĂ©alitĂ©:

63% des clients sont plus susceptibles de revenir sur un site Web d’entreprise qui propose un chat en direct. Cliquez pour tweeter

Les raisons pour lesquelles votre marque utilise des applications de messagerie incluent :

  • Cultiver le contact
  • Fournir des informations
  • De stimuler les ventes
  • Impliquer les gens dans les Ă©vĂ©nements
  • ReconquĂ©rir des clients potentiels
  • Apporter soutien et assistance

ClickFlow CTA

9) Recherche visuelle

La recherche visuelle peut amener l’expĂ©rience utilisateur Ă  un niveau totalement nouveau : les gens peuvent tĂ©lĂ©charger une image pour effectuer une recherche et obtenir des rĂ©sultats plus spĂ©cifiques.

image11

A) Objectif Pinterest

Sans surprise, Pinterest a sautĂ© dans le train de la recherche visuelle. Ils ont crĂ©Ă© Lens, un outil de recherche visuelle qui permet aux utilisateurs de prendre une photo d’un article pour savoir oĂč l’acheter en ligne, rechercher des produits similaires ou afficher des tableaux d’affichage d’articles connexes.

Comme le dit Marketing Land, il transforme l’appareil photo de votre tĂ©lĂ©phone en barre de recherche :📈 42 tendances du marketing numĂ©rique que vous ne pouvez pas ignorer en 2021Pinterest_LensGIF

Depuis le lancement de la version bĂȘta, Pinterest’s Lens reconnaĂźt dĂ©sormais 2,5 milliards d’objets pour la maison et la mode, a inspirĂ© plus de 600 millions de recherches sur les applications mobiles et les extensions de navigateur de Pinterest, et a connu une augmentation de 140 % depuis le jour du lancement.

Pinterest a continué à mettre à jour ses fonctionnalités :

  • Ils ont introduit les Pincodes, une technologie de type QR code qui vous permet de trouver l’inspiration pendant que vous faites du shopping ou que vous feuilletez vos magazines prĂ©fĂ©rĂ©s.
  • Ils ont lancĂ© Lens Your Look pour Ă©liminer les conjectures de la planification de la tenue.
  • Ils se sont associĂ©s Ă  des marques comme Samsung pour apporter une recherche visuelle Ă  ses derniers smartphones et Target pour permettre aux clients de rechercher dans leur catalogue Ă  l’aide de produits connexes qu’ils voient dans le monde rĂ©el.
  • Ils ont entiĂšrement automatisĂ© Shop the Look, une fonctionnalitĂ© qui aide les utilisateurs Ă  acheter des produits d’entreprises qui travaillent avec Pinterest, afin que vous puissiez, par exemple, acheter une paire de jeans que vous voyez sur une photo.
  • Ils ont lancĂ© un tas de nouveaux outils pour aider les commerçants Ă  vendre leurs produits, y compris des catalogues, qui permettent Ă  quiconque de tĂ©lĂ©charger et de convertir l’intĂ©gralitĂ© de son catalogue de produits en Ă©pingles Ă  acheter.

Assurez-vous d’optimiser la recherche visuelle, car (sans surprise) les principales catĂ©gories de recherche pour Lens sont :

  • Mode
  • DĂ©coration de maison
  • De l’art
  • Nourriture
  • Des produits
  • Animaux
  • Tenues
  • BeautĂ©
  • VĂ©hicules
  • Voyager

B) Objectif Google

Et Pinterest n’est pas le seul Ă  proposer une recherche visuelle. Google Lens est un moteur de recherche visuel de Google, qui reconnaĂźt les objets et les points de repĂšre via une application d’appareil photo. Voici ce que vous pouvez faire lorsque vous prenez une photo des Ă©lĂ©ments suivants :

  • VĂȘtements et articles pour la maison : Trouvez des produits similaires et oĂč les acheter.
  • Codes-barres : Utilisez un code-barres pour trouver des informations sur un produit, par exemple oĂč l’acheter.
  • Carte de visite: Enregistrez le numĂ©ro de tĂ©lĂ©phone ou l’adresse dans un contact.
  • Livre: Obtenez un rĂ©sumĂ© et lisez les critiques.
  • DĂ©pliant ou panneau d’affichage de l’évĂ©nement : Ajoutez l’évĂ©nement Ă  votre calendrier.
  • Point de repĂšre ou bĂątiment : Consultez les faits historiques, les heures d’ouverture et plus encore.
  • Peinture dans un musĂ©e : Lisez Ă  propos de l’artiste et apprenez-en plus.
  • Plante ou animal : Renseignez-vous sur les espĂšces et les races.

Comme le dit CNet, « Google Lens est en train de devenir ce que Google Glass n’a jamais Ă©té » en matiĂšre de rĂ©alitĂ© augmentĂ©e en temps rĂ©el.

C) CamFind

CamFind est une autre application mobile de recherche visuelle qui vous permet de rechercher n’importe quoi sur votre tĂ©lĂ©phone simplement en prenant une photo.

Au lieu de taper des requĂȘtes dans un moteur de recherche, vous pouvez rechercher directement via des images pour trouver des images similaires, des comparaisons de prix, des rĂ©sultats d’achats locaux, etc. Vous pouvez Ă©galement prendre une photo d’une affiche de film et CamFind vous montrera des informations sur le film, des bandes-annonces, des horaires et les thĂ©Ăątres locaux.

D) Recherche visuelle Bing

Et avec Bing Visual Search, vous pouvez rechercher un élément spécifique dans une image sans avoir à passer par tous les cerceaux actuels.

Par exemple, disons que vous cherchez de l’inspiration pour la dĂ©coration de votre cuisine et qu’une image attire votre attention. Vous cliquez sur un rĂ©sultat miniature pour accĂ©der Ă  la « Vue dĂ©taillĂ©e ». Le dĂ©cor gĂ©nĂ©ral est gĂ©nial, mais vous ĂȘtes particuliĂšrement intĂ©ressĂ© par ce joli lustre. N’aimeriez-vous pas savoir oĂč vous pouvez en obtenir un comme celui-ci? Avec Bing Visual Search, c’est dĂ©sormais possible.

image15

Selon les mĂ©dias sociaux aujourd’hui :

  • 62% des Millennials sont plus intĂ©ressĂ©s par les capacitĂ©s de recherche visuelle que par toute autre nouvelle technologie
  • Les images sont renvoyĂ©es pour 19 % des requĂȘtes de recherche sur Google
  • Il y a plus de 600 millions de recherches visuelles sur Pinterest chaque mois

Les spĂ©cialistes du marketing peuvent prendre l’avantage sur leurs concurrents en sautant sur la tendance de la recherche visuelle en 2021 pour attirer les clients et leur servir le produit parfait.

10) Micro-moments

Un micro-moment est « un moment riche en intentions oĂč une personne se tourne vers un appareil pour rĂ©pondre Ă  un besoin : savoir, aller, faire ou acheter ».

DĂ©finition du Micro Moment

Les gens prennent généralement des décisions instantanées au sein de ces quatre micro-moments :

Micro Moments

Pour profiter des micro-moments en 2021, vous devez ĂȘtre lĂ  oĂč les consommateurs recherchent des informations sur le moment – ou, comme le dit Google, les spĂ©cialistes du marketing doivent « ĂȘtre lĂ , ĂȘtre utiles, ĂȘtre rapides ».

La popularitĂ© croissante des micro-moments signifie que les spĂ©cialistes du marketing doivent repenser l’entonnoir de conversion linĂ©aire qui suit un chemin dĂ©fini : prise de conscience, considĂ©ration et dĂ©cision.

En 2021 et au-delĂ , le parcours client sera plus dynamique et imprĂ©visible, car il doit rĂ©pondre aux Ă©volutions rapides des envies des consommateurs. AprĂšs tout, Ă  l’ùre du mobile, les gens se sont habituĂ©s Ă  la gratification instantanĂ©e. S’ils pensent ou parlent de quelque chose, ils veulent en savoir plus, en voir plus et en acheter plus en quelques clics.

Selon la mention :

« Lorsque nous agissons en fonction de nos besoins du moment, nos attentes sont Ă©levĂ©es et notre patience est faible. Cela rend la qualitĂ©, la pertinence et l’utilitĂ© du marketing plus importantes que jamais.

Pour tirer le meilleur parti des micro-moments en 2021, vous devez :

  • Identifiez les moments « je veux acheter » de vos consommateurs
  • Soyez lĂ  dans ces moments de besoin
  • Diffusez du contenu pertinent
  • Facilitez-leur l’achat
  • Mesurez chaque instant qui compte

11) Recherche vocale et haut-parleurs intelligents

L’utilisation croissante de la recherche vocale a amenĂ© les entreprises Ă  repenser leurs stratĂ©gies de marketing numĂ©rique en 2021. ConsidĂ©rez ces chiffres :

  • 50 % de toutes les recherches se feront via la voix d’ici 2020
  • 55% de tous les foyers amĂ©ricains possĂ©deront un haut-parleur intelligent d’ici 2022
  • 72 % des personnes qui possĂšdent des haut-parleurs Ă  commande vocale dĂ©clarent que leurs appareils sont utilisĂ©s dans le cadre de leur routine quotidienne
  • Les achats vocaux devraient atteindre 40 milliards de dollars en 2022, contre 2 milliards aujourd’hui
  • Les livraisons mondiales d’enceintes intelligentes ont presque triplĂ© entre le premier trimestre 2018 et le deuxiĂšme trimestre 2019, passant de 9,36 millions d’unitĂ©s à 26,1 millions d’unitĂ©s

Dans l’ensemble, les gens s’attendent à utiliser beaucoup plus la recherche vocale à l’avenir :

image20

La recherche vocale joue un rĂŽle important en fournissant toutes les informations pertinentes que les gens recherchent via le contenu audio. L’IA devient de plus en plus intelligente et le nombre d’erreurs commises par des assistants vocaux comme Alexa, Siri et Google a considĂ©rablement diminuĂ©.

Comme le dit le Digital Marketing Institute :

« Adopter une stratĂ©gie de recherche vocale ne consiste pas seulement Ă  rester pertinent, il s’agit Ă©galement de crĂ©er une expĂ©rience client unique et optimisĂ©e qui favorisera les relations et la fidĂ©litĂ© Ă  la marque. »

De nombreuses marques incluent déjà la recherche vocale dans leurs stratégies de marketing numérique pour fournir efficacement à leurs clients un contenu basé sur la valeur :

  • PatrĂłn Tequila aide les consommateurs Ă  accĂ©der Ă  des recettes de cocktails personnalisĂ©es
  • Domino’s permet aux amateurs de pizza de commander dans le confort de leur canapĂ© sans avoir Ă  dĂ©crocher le tĂ©lĂ©phone ou mĂȘme Ă  passer une commande en ligne
  • Pay Pal les utilisateurs peuvent engager Siri pour envoyer de l’argent Ă  des amis, de la famille ou des entreprises
  • Se nicher crĂ©Ă© une compĂ©tence qui fournit des instructions vocales pendant que vous cuisinez
  • Campbell’s a une compĂ©tence qui aide les consommateurs affamĂ©s Ă  choisir et Ă  cuisiner des recettes

Google Assistant a 2 000 « actions » et Alexa a 30 000 « compĂ©tences », qui sont des fonctions qui permettent Ă  ces assistants vocaux de rĂ©agir trĂšs spĂ©cifiquement aux commandes et requĂȘtes des utilisateurs :

Compétences Alexa

Et gardez Ă  l’esprit que non seulement davantage d’entreprises produiront du contenu audio dans l’espoir d’accroĂźtre la notoriĂ©tĂ© de la marque (vous devriez donc Ă©galement), mais que les publicitĂ©s seront probablement en route ensuite. Cela signifie qu’Alexa vous donnera la rĂ©ponse Ă  votre question avec un « mot de son parrain ».

Pour toutes les technologies vocales, n’oubliez pas d’écrire sur un ton conversationnel, concentrez-vous sur l’obtention d’extraits de code sur Google et rĂ©flĂ©chissez aux mots-clĂ©s que les gens vont utiliser. parlez plutĂŽt que de taper.

L’optimisation de la recherche vocale est un excellent moyen de faire connaĂźtre la marque, mais comment cela va-t-il se transformer en ventes ? Eh bien, en 2021, nous verrons de plus en plus d’entreprises essayer d’exploiter ce potentiel, en expĂ©rimentant de nouvelles idĂ©es pour utiliser les haut-parleurs intelligents comme un canal lucratif pour stimuler les ventes.

À l’heure actuelle, Jetson est un prĂ©curseur dans le domaine du commerce vocal, permettant aux gens d’utiliser leurs appareils Ă  commande vocale pour effectuer des achats :

La clĂ© que les entreprises doivent comprendre est que la recherche vocale n’est pas un autre canal pour forcer la messagerie et les ventes. Au lieu de cela, les spĂ©cialistes du marketing doivent dĂ©velopper une approche unique de l’interaction avec les consommateurs, et ce canal devrait faire partie d’une expĂ©rience de marque plus large et plus connectĂ©e.

Plongez plus profondément :

12) Histoires de médias sociaux

Tout d’abord, Snapchat a lancĂ© le concept de « Mon histoire », puis les histoires Instagram et Facebook ont ​​étĂ© introduites, puis YouTube a dĂ©voilĂ© son propre format d’histoire : Reels.

Pour que tout soit clair, voici une chronologie des histoires sur les réseaux sociaux :

image13

Étant donnĂ© que ces types d’histoires disparaissent aprĂšs une pĂ©riode de temps dĂ©finie, il s’agit d’une excellente occasion pour les spĂ©cialistes du marketing de faire bon usage de FOMO (peur de manquer).

Les avantages de l’utilisation d’articles sur les rĂ©seaux sociaux incluent :

  • Augmentation de la notoriĂ©tĂ© de la marque
  • Engagement constant avec les abonnĂ©s
  • RentabilitĂ©
  • Augmentation du trafic vers votre page Web
  • PossibilitĂ© de toucher un public plus jeune

Inspirez-vous de certaines de ces façons d’utiliser les histoires des mĂ©dias sociaux :

  • Utilisez des sondages dans les Stories Instagram
  • Ajoutez des liens vers vos rĂ©seaux sociaux Histoires
  • Profitez des gĂ©ofiltres Snapchat
  • Ajouter des balises de localisation
  • Ajoutez des mentions pour d’autres marques et vos fans
  • Essayez la vidĂ©o en direct lors de la crĂ©ation Histoires
  • Invitez vos abonnĂ©s Ă  explorer davantage avec des incitations Ă  l’action claires

ClickFlow CTA

13) Notifications push du navigateur

Les notifications push sont en augmentation, 85 % des boutiques en ligne les ayant utilisĂ©es l’annĂ©e derniĂšre. ConsidĂ©rez ces autres statistiques :

  • Au moins deux fois plus de personnes s’inscrivent aux notifications Web push par rapport Ă  une newsletter.
  • Seuls 10 % des meilleurs spĂ©cialistes du marketing par e-mail peuvent atteindre un taux d’inscription Ă  la newsletter qui correspond aux performances du Web push.
  • 6,4 heures est le temps moyen qui s’écoule avant que le destinataire n’ouvre une newsletter. Dans le cas d’un push web, le destinataire verra le message immĂ©diatement.

Les mises Ă  jour du RGPD (RĂšglement gĂ©nĂ©ral sur la protection des donnĂ©es) et des filtres plus stricts ont entamĂ© la puissance du marketing par e-mail. De plus, le jeune public privilĂ©gie d’autres mĂ©thodes de communication et prĂ©fĂšre traiter avec moins de points de contact lors de l’engagement des marques.

Dans le cadre de l’offre visant Ă  engager les utilisateurs sur plusieurs canaux, les notifications push du navigateur sont quelque chose que vous verrez de plus en plus de marques adopter en 2021 – et elles deviennent de plus en plus sophistiquĂ©es et personnalisĂ©es. En fait, l’utilisation de notifications push personnalisĂ©es augmente les conversions :

  • Taux d’ouverture de 7 % pour les messages push segmentĂ©s par rapport Ă  un taux d’ouverture de 3 % pour les messages gĂ©nĂ©riques diffusĂ©s (une amĂ©lioration de 2 fois)
  • 54 % des utilisateurs se convertissent Ă  partir d’une notification push segmentĂ©e, contre seulement 15 % pour les messages diffusĂ©s (une amĂ©lioration de 3 fois)

Les notifications dĂ©clenchĂ©es par le comportement sont utilisĂ©es pour rĂ©engager les personnes qui ont manifestĂ© de l’intĂ©rĂȘt mais n’ont pas rĂ©ussi Ă  se convertir, et pour rĂ©cupĂ©rer les revenus des paniers abandonnĂ©s :

alerte push, simple

Notifications can even include images and CTAs to maximize conversion rates from such efforts:

push alerts

Dive Deeper:

14) Continues to Dominate SEO

In November 2019, Google rolled out some major updates to its search algorithm. The updates included the new BERT system, which is designed to aid Google in its efforts to understand the natural language that people use in their search queries.

The advice from Google’s John Mueller is that “rather than chase the latest SEO trends, it’s more important to ensure a site has fast speeds, useful links, and well-written content.”

In fact, is so important that 88% of B2B content marketers agree that creating content makes their audience view their organization as a credible and trusted resource:

image17

Stats from Institute:

  • costs 62% less than outbound marketing and generates 3x as many leads.
  • has lower up-front costs and deeper long-term benefits than paid search.
  • 615 million devices now use ad blockers, which means your ads are not being seen by as many people.
  • Small businesses with blogs generate 126% more leads than those without blogs.
  • rakes in conversion rates 6x higher than other methods.

Even amid all the innovation, remains a reliable, powerful way to attract new customers to your site and build relationships with them in real, quantifiable ways that deliver long-term value for your business. Click To Tweet

With Google continuing to value well-researched, regularly updated articles, many leading businesses will continue to invest heavily in .

Dive Deeper:

15) SEO A/B Split Testing

Modern marketing is all about testing and analysis. By using SEO A/B split-testing, you can isolate the variables in your campaign and easily identify which versions are driving the results you need. This form of testing offers marketers a methodical approach to making effective changes to their content.

Platforms like ClickFlow suggest pages with untapped SEO potential — a high-impression count but a low click-through rate (CTR) — which you can then improve to increase traffic, leads and, of course, conversions:

image19

ClickFlow lets you set a target CTR value, then it serves up pages along with a keyword report that lists the keywords that your page is already ranking for now. Better yet, it suggests valuable new keywords that you should target to get more traffic.

Inside the app, you make changes to title, meta description, title tag and body content, which are automatically reflected on your site:

image27

Choose your target CTR:

image24

Run the experiment for at least 15 days and ClickFlow will show you how many more clicks you’re getting — and the additional revenue you’re gaining from the enhancements.

SEO A/B testing squeezes the most SEO juice out of your site and gives you insight into the variables that move the needle. With this strategy and the right tools, even a small budget can deliver a great ROI.

ClickFlow CTA

16Shoppable Posts

With e-commerce and social media both growing at alarming rates, it’s no wonder brands are using the two together to maximize opportunities for sales.

In March of last year, Instagram unveiled Instagram Checkout, which lets users complete their purchase from within Instagram:

image49

E-commerce brands hope this will reduce the risk that customers will abandon their purchase because they have to switch apps or sign in to an unknown store.

By now you’ve heard that Instagram is hiding likes, and with all the fuss, you’d think that the photo-sharing app was on the decline. Think again.

Social media is integral to digital marketing, and visual platforms like Instagram are gold for marketers. Better yet, visual commerce is taking off as more consumers are willing to buy products through ads they see in their feeds.

Instagram reports that the platform has 1 billion users, and 90% of them already follow active shopping brands, with many visiting these profiles on a daily basis. So what better way to leverage this massive potential than by using shoppable posts?

image21

E-commerce brands can create and post interactive ads that allow users to click and shop with ease. Instagram believes this will make it easier for businesses to reach prospective new customers through Instagram, as it will effectively shorten the sales funnel, giving consumers the instant access they desire.

17) Interactive Content

Speaking of instant access, that brings us to one of the fastest-growing digital marketing trends in recent times: interactive content.

In 2021, we’re destined to see a shift from traditional text-based content toward dynamic, engaging content that offers users an immersive experience. For example, think about:

  • Quizzes and polls
  • Embedded calculators
  • Augmented reality ads
  • 360-degree videos

Here’s a good example of a 360 VR video:

And here’s an example of our Marketing Impact Calculator to help you calculate how much more money you’ll make with marketing:

Single Grain's Marketing Impact Calculator

If you need convincing, consider that 91% of buyers are actively searching for more interactive content. People like it not just because it’s fresh and original, but because it makes them feel more connected to brands and more involved in the buying process.

Interactive content is more engaging, more memorable and more likely to generate the results your business needs.

Learn More:

18) Omnichannel Commercialisation

Omnichannel marketing was one of the buzzwords of 2020. While the phrase may now seem a little worn out, the strategy is as ripe and relevant as ever in 2021.

Omnichannel marketing is the process of marketing across multiple platforms (such as social media, apps, email and blog) so you can connect with prospects on more touchpoints. When you do omnichannel marketing right, you can offer an enhanced user experience and cohesive brand message that drives people to action.

To stay ahead, brands must present a seamless, consistent voice and message across all available mediums, including physical storefronts, social media channels, online, in catalogs and anywhere else you can imagine. All channels should be linked in one all-encompassing strategy for the best results.

Stats show that brands using three or more channels in an automation workflow can generate great results:

  • Engagement rate: 18.96% on omnichannel vs. 5.4% on single-channel
  • Purchase frequency: 250% higher on omnichannel vs. single-channel
  • Average order value: 13% more per order on omnichannel vs. single-channel
  • Customer retention rates: 90% higher for omnichannel vs. single-channel

With ever-more sophisticated SaaS companies providing the tools to manage multiple channels more efficiently, it’s becoming easier to manage an omnichannel strategy, although it can be a challenge.

Users demand personalization and want to be able to browse a physical store, view products on social media, and purchase online. And if you’re not keeping up with their demands, someone else will get that business.

This is another area where AI and big data are playing a role by helping brands understand consumer behavior better and personalize at an individual level at scale. Getting inside the head of your ideal customer’s buying journey is key to actioning an effective omnichannel approach.

Dive Deeper:

19)

Gartner predicts that by 2022, 70% of enterprises will be experimenting with immersive technologies, and 25% will have deployed to production.

While virtual reality (VR) makes a lot of noise and gets everyone excited with grand sci-fi ideas, AR is much more implementable from a marketing standpoint. Experts predict that AR will continue to outpace VR in terms of market share:

image25

Brands are increasingly using this technology to enhance the consumer experience and increase sales.

ModiFace, which has recently been acquired by L’Oreal, produces AR applications for brands. Sephora Virtual Artist, an impressive example of ModiFace’s technology, allows you to see how the different colors of various forms of make-up will look on your face, without having to go to a store and physically apply it:

Sephora GIF


And IKEA has their own AR app called IKEA Place which allows you to take a picture of a room in your home with your smartphone camera (with just iOS 11.0.1 for now) in order to “test drive” IKEA’s furniture in it. You can move the furniture around and check out how it looks from different angles:

image28

With AR improving rapidly, we will see a huge uptake in brands finding useful applications for the technology in the future.

20

Predictive analytics is the practice of using data mining, predictive modeling and machine learning to identify patterns and attempt to predict the future. It is becoming more and more sophisticated and widespread in many industries.

In terms of digital marketing trends, we will see a lot more of this, as it is being used in advanced lead scoring, as well as for segmentation and individual personalization, which helps marketers reduce churn and improve customer loyalty.

One such example is Amazon Assistant, a Chrome extension from the retail giant that allows users to permit product recommendations from Amazon to extend beyond the website to make personalized offers while they are browsing elsewhere on the web:

image39

Augmented Analytics, on the other hand, uses machine learning and Natural Language Processing (NLP) to automate data preparation and enable data sharing.

As Bonnie D. Graham, host of the Game-Changers Business podcast, says:

“Where predictive analytics uses machine learning to predict what will happen, augmented analytics uses machine intelligence to boost human intelligence with the why, so we can work faster and smarter on ever-larger datasets.”

Gartner predicts by 2020 over 40% of data science tasks will be automated, which means that insight into the enormous amounts of big data that businesses are collecting will allow for better and more personalized decision-making and thus increased productivity.

Dive Deeper:

21) Growth of Geo-Fencing

While the idea of marketing to people based on their location is nothing new, we do expect an increase in the use of geo-fencing – this market is set to grow to $2.4 billion by 2023 – along with the rise of mobile use:

image30

Geo-fencing allows real-time targeting based on a user’s location. A target area is defined as, say, within a mile of a restaurant, and when a user enters or leaves this area, they receive a push notification, text message or another form of marketing communication.

Research shows that of people who open a push notification, 54% of users convert from segmented push compared to only 15% for broadcast messages. And 52% of users enable push messaging on their apps.

76, an American gas company, used Waze to mark their gas stations on a map throughout California. As drivers approached, a logo would pop up on their map showing them where to stop for gas and offering entry to a competition if they filled up. Their “Tank 5” campaign resulted in a 6.5% navigation rate to fuel stations:

76 and Waze

For industries that need to convert digital users into brick-and-mortar customers, geo-fencing is going to become more and more important in their marketing strategy.

22) Progressive Web Apps (PWAs)

Progressive Web Apps are essentially websites that work like mobile apps. They offer the functionality of a native mobile app – fast load times, push notifications, working offline, utilizing device hardware, etc. – without being limited to one platform (which in reality means Android or iOS).

This allows development teams to create web apps for any device that works just like a mobile app.

By 2020, the number of smartphone users is expected to reach 2.87 billion. With total page views on mobile increasing year-over-year by almost 50% worldwide, mobile is more crucial than ever to your digital strategy:

image40

PWAs are going to become ever-more prevalent as the mobile revolution continues at pace.

Dive Deeper:

23) User-Generated Content (UGC)

User-generated content (UGC) is a potent resource for marketers who want to tap into the Millennial and Gen Z markets. You can encourage your audience to share unique content by offering them an incentive, such as a discount, or even partnering with them for a good cause.

Aerie, a women’s clothing company, “made a pledge to stop retouching photos of models in its bathing suits. And for every Instagram user that posted an unedited photo of themselves in a bathing suit (using the hashtag #AerieReal, of course), Aerie now donates $1 to the National Eating Disorders Association (NEDA).”

Aerie UGC

This simple UGC strategy can quickly increase brand engagement and drive conversion rates as more people discover your brand, and its products and services.

People trust others like themselves far more than they trust companies. In fact, one survey found that 90% of shoppers reported that UGC influenced their decision to purchase more than any other form of advertising, with a whopping 97% of 18-29 year olds saying that it had an “extreme influence.”

UGC can be as basic as blog comments and testimonials or it can take the form of blog posts, images and videos created by users. GoPro’s entire YouTube channel is dedicated to UGC, showing high-quality videos produced by its customers using its hardy, portable cameras. The channel is currently pushing 8 million subscribers.

Recently, GoPro created a UGC contest with the hashtag #MillionDollarChallenge in which their customers created and shared videos – and 25,000 people entered!

Dive Deeper: 8 Ways to Encourage More User-Generated Content (UGC)

24) Blockchain Technology

As defined by Blockgeeks:

“A blockchain is, in the simplest of terms, a time-stamped series of immutable data records that is managed by a cluster of computers not owned by any single entity. Each of these blocks of data (i.e. block) is secured and bound to each other using cryptographic principles (i.e. chain).”

How a Blockchain Works

La source

The uses of blockchain are far more wide-reaching than just the financial world, however; this technology is also making waves in the digital marketing world. Blockchain eliminates the digital marketing intermediary, builds trust by means of transparency, drives public accountability and offers benefits for branding.

But in 2021 and beyond, we’ll see these trends in blockchain:

Dive Deeper:

25) Quantum Computing

Quantum computing is a new technology based on a quantum physics theory, which asserts that subatomic particles exist in more than one state simultaneously.

As per ITSPmagazine:

« Traditional computers store data in bits, which can exist in one of two states: one or zero. Quantum computers, however, use a new unit of measurement, a single atom known as a qubit (literally ‘quantum bit’), which greatly increases the computational power of a system.”

Another way to visualize quantum computing is to imagine a huge library:

“While a classic computer would read every book in a library in a linear fashion, a quantum computer would read all the books simultaneously. Quantum computers are able to theoretically work on millions of computations at once.”

Quantum computing

La source

So, how can marketers use quantum computing? Here’s what we can expect:

  • Improved mobile data coverage (a boon for mobile marketers)
  • AI becoming more human-like (Google AI is developing quantum algorithms that will drastically improve machine learning)
  • Increased relevance of ads (quantum annealing can help advertisements reach a wider range of people at a better cost)

quantum computing uses

La source

ClickFlow CTA

26) Big Data and Deep Learning

In 2021, the world’s big data industry will continue to grow exponentially, which is great news for marketers – if you know how to harness the power of big data. A huge part of this task comes down to the tools you use, which is something that a lot of companies find challenging.

Forbes report that 78% of organizations either already have or are developing a customer data platform to help manage, analyze and leverage their data. It comes as no surprise that data experts top the priority list for many enterprises, with 41% of company owners saying it’s now their most desired skill to hire.

With the benefits of big data comes the need for companies to leverage this data better to “significantly simplify tasks that formerly could only be completed by data scientists.” More importantly, “This continued democratization will lead to new use cases that are closer to the needs of business users and will enable faster time-to-market for AI applications in the enterprise.”

big data

One caveat is that as big data grows even more powerful, the demands on how companies should manage consumer data becomes increasingly precarious. The GDPR changes lit the touchpaper for a global revolution on data privacy, with California set to roll out the California Consumer Privacy Act (CCPA) on January 1, 2020.

As such, big data is a double-edged sword, but one that many digital marketers will find hard to resist in the very near future.

Dive Deeper:

Gartner projects that 30% of businesses will incorporate artificial intelligence (AI) in their sales processes in 2021. In fairness, we should expect more, especially when you consider the amazing benefits of AI and automation for sales and marketing:

marketing automation uses

For example, you can use artificial intelligence and automation to:

  • Improve Customer Retention and Loyalty
  • Predict the Behavior of Your Customer with Propensity Modeling and Predictive Analytics
  • Use AI-Powered Chatbots to Improve User Experience
  • Leverage the Power of Audience Insights to Boost Search Ads
  • Scale Up Your with AI-Generated Content
  • Deliver a Highly Personalized Website Experience to Every User
  • Optimize for Voice Search Queries
  • Identify “Hot Leads”
  • Reduce Cart Abandonment
  • Target Customers Across Different Channels
  • Boost Customer Lifetime Value (CLV)
  • Upsell and Cross Sell to Customers
  • Improve Blogger Outreach
  • Generate Leads from Thank You Pages
  • Automatically Suggest Content to Visitors
  • Identify Bottlenecks in Your Sales Pipeline
  • Measure the Performance of Your Marketing Campaigns
  • Maintain a Central Hub for all Your Marketing Activities
  • Cut Costs and Save Time

But don’t just take our word for it. As Neil Patel says:

“Marketing will become a more even playing field and you’ll have no choice but to use automation.”

Related Reading:

28) Google Ads Smart Bidding

With intense competition on social media slowly suffocating organic reach, paid advertising will become a more trusted force in 2021. And when you consider the Smart Bidding feature on Google Ads, you’d be a fool not to give it a try.

Google explains that with Smart Bidding:

“Machine learning algorithms train on data at a vast scale to help you make more accurate predictions across your account about how different bid amounts might impact conversions or conversion value.”

In other words, advertisers can hand the reins of their pay-per-click (PPC) campaigns to Google’s AI system, which will then optimize their budget to maximize their ROI. This works for any number of PPC goals, including:

  • Target CPA – Generate new leads and customers for a maximum cost per acquisition that you set.
  • Target ROAS – Set your sights on getting the best return on your advertising spend.
  • Maximize Conversions – Rack up your advertising conversion rates, whether your aim is to get more email subscribers, downloads, or product sales.

Smart bidding allows you to use many different signals for your bid optimization, including:

  • Device
  • Physical location
  • Location intent
  • Weekday and time of day
  • Remarketing list
  • Ad characteristics
  • Interface language
  • Browser
  • Operating system

Some of these signals are available as manual bid adjustments, but other signals (and combinations of signals) are only available via Smart Bidding:

Smart Bidding signals

The bottom line is that with Smart Bidding running the show, marketers will have more free time to focus on strategy, copywriting, and analytics.

29) SERP Position Zero

For the past couple of years, voice search has been causing waves, changing the way search engine optimization works. Most notable is the rise of the featured snippet, which appears in the highly coveted “position zero” in Google’s search engine results pages, like in this example:

featured snippet, position zero

In 2021, at least 30% of all Internet searches will be conducted without a screen, and since 40.7% of all voice search answers come from a featured snippet, if your marketing is strong enough, you could be the one hitting that coveted spot.

Also known as rank zero snippet or position zero, this is the holy grail of modern-day SEO, as it directly answers user search queries without any need for the user to click a link. VSEO (voice search engine optimization) can give you an enormous competitive advantage (of course, this is only good news for one brand
).

This trend is growing, with 62.5% of mobile searches and 34.4% of desktop searches now resulting in “zero-click search” results. And according to Ahrefs, these are the most common words in search queries with featured snippets:

frequently-met-words-in-featured-snippets

Because of this, more marketers will invest their resources in On-SERP SEO, which is the practice of optimizing web pages with the goal of claiming as much space in Google SERPs as possible. This boosts your click-through rate (CTR), driving more organic traffic to your site and increases the likelihood of claiming the top spot.

Dive Deeper:

30) Branding

We live in a time when consumers are spoiled for choice. It doesn’t matter what niche you’re in – it’s unlikely that you operate in a vacuum. 66% of consumers say that they feel connected to a brand whenever they trust it, and to earn their  trust, you have to establish a solid brand.

The reason branding is so important now is because of Google’s E.A.T. ranking factor, which stands for:

  • Expertise: the page needs to have quality content written by an expert writer
  • Authority: the site itself needs to have some authority on the subject
  • Trustworthiness: the site needs to have other authoritative links pointing to it from trusted sites

In essence, Google wants to do more than rank good content; they are catering to the user experience by demanding the most accurate, up-to-date, well-researched (i.e. authoritative) content on any given topic, preferably created by true experts in the field.

Si Jimmy’s Medical Blog (not a real site) gives some bad advice that leads to a mom poisoning her child with some amateur advice on home remedies, that’s not good for Jimmy’s brand – or Google’s reputation of delivering quality results. So as the new year progresses and SEO evolves, Google may crack down on major industries, particularly in health and finance where accurate information is critical.

Neil Patel advises marketers to focus on building their expertise, pointing out that they can bolster their reputation with guest posts on industry-leading blogs, speaking at conferences, and by applying for awards. Always include an updated author bio at the bottom of all your published content pieces to build brand recognition and earn readers’ trust:

image33

Dive Deeper:

31) Better Analytics

Modern marketing and metrics go hand-in-hand, so if you’re not investing in better analytics, you’ll struggle to drive the results you want to see. The problem, however, is that the customer journey is more complex now. We live in an omnichannel age where the average consumer engages a brand on up to six touchpoints before making a purchase.

With multiple channels to manage and a myriad of ways to market your products and services, the job of analytics tracking is fast becoming a gargantuan mission. As a result, many companies are looking beyond the basics of Google Analytics for a comprehensive business intelligence solution or analytics dashboard like Amplitude:

image45

Another way this trend will play out is by moving towards business intelligence, the “technologies, applications and practices for the collection, integration, analysis and presentation of business information. The purpose of Business Intelligence is to support better business decision making.”

As Neil Patel puts it, a BI options is “A central place where you can tie in all your data and make better-informed decisions so you can optimize for your lifetime value instead of your short-term income.”

There are many business intelligence options, both paid and free, such as Google Data Studio (Google’s reporting solution for power users who want to go beyond the data and dashboards of Google Analytics), Metabase and Tableau:

Tableau

Dive Deeper:

32) 5G Technology

In a world gone mad for mobile, arguably one of the most significant digital marketing trends of 2021 is the dawn of 5G technology, or fifth generation of mobile technology. This update heralds a new era of digital communications and its impact will be felt across virtually every industry.

Asha Keddy of Intel says:

“5G will enable a fully-mobile and connected society — unleashing human and technological possibility, and fuelling business and financial opportunity.”

As Adage puts it:

“The arrival of 5G may also finally bring millions of rural consumers into the high-speed data lanes where marketers increasingly sell their products. It might even disrupt the digital duopoly of Google and Facebook by arming telecom companies with unprecedented data for ad services.”

T-Mobile points to the benefits 5G speed has for the burgeoning augmented reality industry, noting how it could be instrumental in developing a virtual heads-up display. As this picture below shows, 5G Internet speeds can help cyclists spot danger from all sides:

image35

The European Union has an ambitious 5G action plan that includes uninterrupted 5G coverage for major roads and railways by 2025. What’s more is that the technology is expected to power a staggering one hundredfold increase in the number of connected devices. Of course, this brings up concerns of adverse effects on health and the environment from RF (radio frequency) radiation, the electromagnetic emissions produced by wireless phones, but that is a topic for another article.

All that is to say 5G technology will transform how we access online content, from digital marketers to the average user.

33) Privacy Marketing

Recently, Forbes reported that British Airways was slapped with a ÂŁ183M fine for a data breach, and the hotel chain, Marriott, got stung for ÂŁ99M after failing to protect the personal data of 339 million guests.

The aforementioned CCPA (California Consumer Privacy Act) in trend #26 above will be the most restrictive state privacy law passed in the U.S. when it comes into effect in 2021. Despite opposition from big players in Silicon Valley like Facebook, the world’s fifth-largest economy is pushing forward with its new consumer privacy act.

It’s clear that the people (but not the companies) of the world are getting serious about privacy, and marketers – who rely on those people – have no choice but to play by the new rules or miss out. One of the new rules is that marketers and brands will have to “‘earn’ the contact information of their targets” rather than engage in mass marketing. As Forbes points out:

“In the United States, marketers have become so lax in their targeting practices that every one of us has to take several minutes a day to delete from our inbox – both professional and personal – the dozens of emails that are not relevant and clearly not welcome.”

People want to know they can trust brands, and that their personal data is safe. Instead of being complacent, digital marketing teams should get strategic to reinforce their commitment to privacy so they can earn the trust of potential customers.

Some of the ways brands can earn consumers’ trust is by:

  • Researching and understanding our audience(s)
  • Developing a relevant message to get an audience to engage
  • Finding the right channel to engage with that specific audience
  • Developing an “intimate” relationship through thoughtful engagement

Dive Deeper:

34) Website Security

In the same breath as privacy, we need to mention website security.

When a visitor lands on your site for the first time, they’ll make up their mind about your security within seconds. If they don’t feel safe, they won’t hang around, which leads to increased bounce rates. Over time, a high bounce rate is bad news for your business, as you’ll slide down in the SERPs when Google realizes that people don’t want to stay long on your site.

Tech Republic notes that there have been over 3,800 data breaches within organizations – in one year alone! While the hacks at huge companies like Yahoo, Facebook, Equifax and Marriott make the headlines, there are plenty of breaches at smaller firms, too. As a result, just 25% of consumers believe that most companies handle their sensitive personal data responsibly.

In 2021, website security is no longer an option. As of August 2014, Google announced that HTTPS is a ranking signal and flags every site as unsafe unless it has an HTTPS (the “S” stands for “secure”) certification:

HTTPS vs. HTTP

From now on, the bare minimum is to enable the HTTPS protocol for your site, which will show your visitors a little green padlock icon in the URL:

SSL green padlock green bar

In addition, prominently displaying a security seal of trust or trust badge on your website will reassure your site visitors that you take their safety seriously:

trust-badges

Learn More: How Poor Website Security Negatively Impacts SEO Rankings

35) IoT Advertising

Never mind our mobile devices and laptops – from smart cars to household appliances to wearable tech, the Internet of Things (IoT) is getting more and more connected:

IoT

As per QuanticMind:

“These days, it’s expected that connected devices and technologies will unobtrusively, and sometimes stealthily, collect data on our vital functions, what we do, where we go, what we share, what we believe, what we buy, who we know, how we move and even what we eat.”

Which means, of course, that brands and marketers want to use (or are already using) this data for their own business and advertising purposes. Par exemple:

  • Johnnie Walker has a Blue Label bottle with built-in electronic sensors that can tell if the bottle has been opened and where it is in the supply chain.
  • Malibu, another drinks company, takes it a step further, using their “connected” bottles as digital touchpoint to promote exclusive content.

And as 5G technology matures, more IoT devices will present more on-demand content for consumers and more advertising opportunities for marketers.

ClickFlow CTA

36) Long-Form Content

In 2021, shorter posts won’t get you anywhere – with Google or your audience. Typically, posts that are at least 3,000 words long attract the most traffic, as they offer readers an in-depth exploration of topics. Long-form content allows content creators to establish themselves as an expert on a subject and gives them more scope for targeting keywords.

A study from Search Engine Journal indicates that long-form content gets 77% more backlinks than short articles, which is critical for driving organic traffic:

image48

According to Small Biz Trends, 56% of bloggers generate a better ROI on their content when they spend over six hours creating a single blog post. That may seem excessive, but when it attracts more traffic, increases on-page time, and boosts your organic search rankings, it’s a great business investment.

These epic posts are sometimes called 10X content or pillar content, which is basically content that provides a complete answer to any question a user may be searching for on a given topic. It’s specifically designed to provide value for the reader, and also to rank highly in the search engines.

The benefits of long-form or pillar content are:

  • Longer time spent on your site’s pages. The more content available for users to consume, the more time they’ll spend doing so.
  • A decrease in bounce rate. If users find what they’re looking for on your page, they won’t go back to Google to find another source.
  • Backlinks and a ton of social media shares. Pillar pages get shared widely and often, especially among influencers in a given space.
  • Gets traffic throughout the lifetime of your blog or website. Pillar content is evergreen content, so its value doesn’t diminish over time.
  • A high Google ranking. The high word count, shares and backlinks will all contribute to improved visibility on SERPs.

Dive Deeper:

37) Semantic Keyword Research

Here’s something you need to keep in mind when you’re creating long-form content: You must write for people, not for Google.

Banging out a 5,000-word post every other day is great, but you won’t see the results you’re hoping for if you don’t keep user intent in mind. Also known as search intent or keyword intent, this is the main goal that a person has when they type or speak a search query. It could be to find a product, information or a store location.

Think about how Google analyzes your content. The search engine doesn’t just evaluate keywords in a search box; it considers the content of a query and drills down to determine the user search intent. In this example below, if someone were searching for a missing cat, Google would use semantic analysis to include concepts like:

  1. Related concepts (i.e. “pets” not just “cats”; “lost”, not just “missing”; “pet shelters” and “animal control centers”)
  2. Related areas
  3. Other possible ways to help you out

image37

This analysis is called semantic search, and with AI and voice search on a meteoric rise, it’s becoming a more central aspect of how search works.

Content marketers can leverage this to their benefit by going beyond their primary keyword to include related terms, questions and phrases in their content. Together, these latent semantic keywords will give Google a much better understanding of the nature of your content, as well as the solutions and benefits it offers to users.

In 2019, the annual Institute B2B report revealed that 90% of the world’s most successful marketers put their audience’s needs ahead of promotional targets. The companies with this attitude will rise to the top in 2021.

Dive Deeper:

38) Structured Data SEO

Among all the digital marketing trends you’ll hear about soon (if not already), there will no doubt be the now obligatory annual claims that « SEO is dead.”

Ignore these claims. Once again, SEO is not dead – it’s a shapeshifter. In 2021, we’ll see that structured data will become more prevalent in search engine results.

Structured data is any data that is organized in such a way that makes it easier for search engines to crawl and categorize. Content creators can do this in their back-end code or by neatly organizing information in tables with labeled columns and rows.

When it’s done right, structured data delivers a big SEO boost, as you may rank in that coveted Position Zero in one form or another, such as a Knowledge Graph Box, which displays important information about your business:

image50

Another possible boon of using structured data is that you can generate Rich Snippet results, which display images, review stats, and pricing. These rich snippets – also known as rich cards – are excellent for driving clicks, especially on mobile.

image36

Schema.org is a semantic vocabulary of tags that enables website owners to embed structured data on their web pages so that search engines can clearly understand, interpret and represent the content in response to a search query. The list keeps growing but so far, here are the content-only schema.org types that Google is actively using:

Schema types

With almost 50% of all global Internet traffic now happening on mobile devices, the competition for these rich results is heating up, so we’ll see a lot of marketers focusing on leveraging structured data in 2021.

Learn More: How (and Why) to Create an Effective Content Structure for Better Ranking

39) Alternate Search Engines

Research from StatCounter shows that over 92% of all traffic on search engines is through Google, dwarfing its “closest” rivals, Yahoo and Bing:

Search engine market share

The world’s most dominant search engine is a sophisticated juggernaut of innovation, finely-tuned to deliver the most relevant, recent and comprehensive results for any user search query. It’s hard to fathom a catastrophic collapse happening any time soon, making it seemingly impossible for any other search engine to give Google a run for its money.

That being said, DuckDuckGo – a privacy-focused search engine founded in 2008 that has gained a niche popularity among privacy-minded users – has made some waves recently with its tagline “the search engine that doesn’t track you” because “search engines don’t need to track users to make money.”

According to DuckDuckGo’s general counsel and head of policy, Megan Gray, this model is profitable: “We make a ton of money. We are a privately held company, so I can’t tell you exactly how much we make. But we are subject to the California Consumer Privacy Act (CCPA), which requires at least $25 million in annual revenue, and we are well above that.”

In the spirit of online privacy (trend #33 above), while Google has become embroiled in data scandals such as the Cambridge Analytics fiasco, DuckDuckGo has meanwhile seen massive growth as it hit 1 billion searches in the month of January 2019:

image44

Just recently, the engine got another boost when it was endorsed by Twitter CEO, Jack Dorsey:

image38

Ultimately, marketers should consider their audience and think about where their brand’s content is likely to be viewed. With that in mind, optimize your content for more than just one search engine.

40) Voice Marketing Funnels

We already mentioned the impact of voice search earlier in this guide (trend #11). What we didn’t explore was the cumulative impact that voice-enabled devices and voice search will have on a fundamental aspect of business: your marketing funnel.

With these rapidly growing digital marketing trends, there’s no way that your traditional funnel can stay the same. It must evolve. In 2021, the linear funnel will cease to be relevant. In fact, that transition is already underway.

In the new voice marketing funnel, leads can enter the funnel at different stages of the customer journey, as many consumers now conduct a lot of their own research online. This updated model demands that each customer is treated as an individual instead of a generic prospect. As a result, the funnel must cater to the demand for customized solutions:

image51

Another way that the sales funnel is being revolutionized is from funnel to engine, in which the brand no longer dictates the buyer’s journey – rather, the brand and customer “synergistically interact with each other”:

from funnel to engine

The bottom line is that we can, and should, expect that technology will continue to metamorphose, so marketers must develop funnels that are capable of reacting to constant shifts in the digital landscape.

Search Engine Journal asserts that the first brands to adjust to the demands of voice search will reap the greatest rewards, increasing their digital online revenue by 30% or more.

Related Reading: How to Create the Ultimate Marketing Funnel (Templates Included)

41) Marketing des médias sociaux

In 2021, we’ll see brands tapping more into the potential of video and interactive content on social media to get attention, but they must follow it up by being authentic on their social channels, and by working hard to nurture a community of engaged, loyal followers.

As social media strategy consultant Neal Schaffer puts it:

“If your business wants to survive in organic social media in 2021, I believe that this sort of humanization of your brand will be necessary.”

This growth is unlikely to falter in the wake of Instagram removing likes from the platform.

From Social Media Today, here are some social media trends to keep an eye on:

  • Facebook Pay: Launched in the U.S. in November 2019, this payment feature would “facilitate on-platform payments, in-stream, making it easier for people to buy products on Facebook, Instagram, WhatsApp and Messenger.”
  • Facebook Watch: Facebook’s own video-on-demand service.
  • Oculus: VR technology that makes social media more interactive, which Facebook is touting as “the next evolution of social.”
  • Cross-stream messaging: Facebook’s integration of messaging functionalities of Messenger, Instagram and WhatsApp.
  • Instagram removing likes: In response the growing realization of the adverse effects on mental health, Instagram is focusing on better humanization of their brand.
  • IGTV: Instagram’s long-form video platform is not new, but will probably get another push in 2021.
  • Twitter’s mDAU: A new monthly and daily active user metric called “monetizable daily active users,” a move to clean up its platform from bots.
  • Narrowcast tweets: An option that would “limit the audience and usage of your tweets, including the capability to remove the retweet function from chosen tweets, and to restrict your tweet reach to only chosen hashtag discussions and/or to certain friends
[and allow you] to target your tweets to specific audiences.”
  • Tweet streaming: A new live-streaming feature.
  • LinkedIn groups: Similar to Facebook Groups. Not exactly a new feature, but LinkedIn may try to push it again next year.
  • LinkedIn video: Since LinkedIn users are 20x more likely to share a video on this platform than any other type of post, LinkedIn seems bent on improving their video discovery tools and putting more emphasis on uploaded video content.
  • Snapchat AR: An Augmented Reality version of its Spectacles could be on the way, which would “overlay digital graphics over people’s real-world view.”

Dive Deeper: The Beginner’s Guide to Crafting a Highly Effective Social Media Strategy

42) Neuromarketing

Last, but certainly not least, we’ll dip our toes into one of the most wow-inspiring digital marketing trends of 2021: neuromarketing. While this may sound like we’re quoting from a sci-fi movie, the reality is that this technology is advancing quickly and may become a viable tool for marketers soon.

For the uninitiated, neuromarketing is a strategy that analyzes measurements of a person’s brain activity and nervous system to determine which types of content they find engaging.

Ce is essentially designing marketing materials (including your website, ads, email campaigns and content) to evoke specific neurological reactions that trigger emotions or responses that are linked to purchasing. You can use this information to optimize your content accordingly and adjust your strategies, improving the effectiveness of your marketing.

SPARK Neuro, a neuroanalytics company that measures emotion and attention to optimize advertising and entertainment, is a leader in the space. The company combines biometrics, neurometrics and complex algorithms to analyze attention and emotion levels, effectively helping marketers figure out what content to focus on and what to avoid.

image46

Forbes reports that the company is expected to work with political campaigns in the future. But whether that happens or not, we can be sure that neuromarketing will have a major impact on the future of marketing. The richest consumer data resides in the brain and any tool that helps companies understand the brains of their prospective customers is sure to be worth its weight in gold.

ClickFlow CTA

Emballer

So, there you have it – our definitive guide to the 42 most important 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 in order to gain an edge over your competitors.

Check out our 10-minute video How Digital Marketing Will Change in 2021 (and find tons more marketing videos on our YouTube channel!):

Additional contributions by CJ Haughey, a creative tech copywriter with a desire to help innovative brands grow. He specializes in creating engaging growth content for exciting brands and startups in eCommerce, SaaS, AI, and martech. Find him on Twitter @cyberjuicetweet



📈 42 tendances du marketing numĂ©rique que vous ne pouvez pas ignorer en 2021

#tendances #marketing #numérique #vous #pouvez #pas #ignorer