As Google downgraded the non-mobile-friendly websites, there was chaos in the entire digital marketing domain. All this happened during the years 2013 and 2015. The websites that cannot be easily navigated or suffer from erratic configuration problems also experienced a significant drop in overall rankings. Even in 2021, the trend continues to remain the same. However, Google Analytics has undergone several revisions, and as a result, we can now find ranking pages with good quality content and better user experiences.
There are more than 4.48 billion users around the globe using several social media channels, and every digital marketing enterprise strives hard to target them. It has become critical for digital marketers to plan out their strategies effectively. It is the marketer’s responsibility to engage the audience, create client-inclined content, and ensure the users receive a great quality experience (UX). The following two-pronged approach can be used to achieve the marketer’s strategy:
- As a start to the digital marketing strategy execution, it is important to examine Google updates.
- Evaluate user-intent that clarifies all basic doubts and promotes brand identity as a primary resource.
As digital content has evolved gradually, two aspects have not changed at all. The first one is the web content quality, and the other is user experience. You can observe we have repeatedly been about this since the starting of this article. These two crucial criteria are essential, and you need to take care of them to maintain and elevate all your Google rankings.
The 2013-2015 period caused a frenzy in the digital marketing ranks when Google demoted non-mobile friendly sites. It also saw a drop in rankings for websites that did not facilitate easy navigation, or had issues with poor configuration. The trend hasn’t changed in 2021, if anything, Google analytics have become more refined, and are now only ranking pages with great content and seamless user-experience.
With every digital advertising agency competing for 4.48 billion users on various social platforms, it has become crucial for online marketers to establish an edge. This edge will be maintained by a marketer’s ability to trigger successful engagement, to develop consumer-centric content, and simultaneously maintain a top-tier user experience (UX). This strategy can be achieved through a two-pronged approach.
Two things have stayed constant throughout the evolution of digital content. The first is the crucial nature of quality content and the second is user experience. If you want to maintain your company at the top of Google rankings, then these are the two main criteria.
Digital Marketing Trends To Look out for in 2022
You can find several people stating strongly, ‘Content is the king,’ but let us tell you, there are several other trends that determine the success of a digital marketing domain. You might try keyword stuffing (this is so common), page swapping, black hat tactics, but these techniques won’t work and will make you waste your time. They will damage your brand identity and degrade the content quality instantly. To maintain your site rankings, you can follow a few basic techniques as given below.
Multi-Channel Customer Support (Consolidated CRM)
User experience – this is not always about the attractiveness and appearance of the website. It also refers to customer relations. When the users convert into customers, you ought to maintain good and healthy relations with them. It implies that customers want instant responses to their doubts and seek real-time solutions to their concerns. They do not like to wait for hours or days. When multi-channel support exists, a company can build a 24-hour customer support service on several social media avenues such as Facebook, Instagram, and Twitter. It could be all channels or the channels that are appropriate for your brand. When you offer excellent customer support, your customer retention rate increases to almost 90 percent, which is indeed remarkable!
As a business expands, this customer support system turned out to be complicated and needed more online staff to manage the business operations. Luckily, now you can find IT ticketing support software that is great in consolidating CRM and handling issue-resolution activities.
Visual Search Capability
It has been recorded that the demand for video-based content has increased by 19 percent since 2015 and can be seen more visibly this year. Video content seems to be a top preference task to do for most digital marketers. It certainly provides a better return on investment than other avenues. As per the forecast prepared by The Global Online Video Viewing and Spending Department, in 2021, more than 100 minutes of online videos will be watched by an average person. A person having an internet connection spends half of the video-watching-time consuming television screen time. This rapid rate of growth is indeed admirable. Each digital marketing enterprise should seek advantage of the online videos.
Even if you can listen to people stressing out the trends of conversational marketing and voice search capability, videos will never witness any bloom this year. On the contrary, they will experience a growing trend in the coming years.
High-notch Interactive Content
Even if digital marketers are paying attention to the trend, engagement is the concept that still needs more attention. Your content might have the best English words and no grammar mistakes, but does it allow the readers to engage with it? Do the customers react, do they buy the said products or services or take the requisite action? Marketing is not about generating leads anymore; it is more about fulfilling customer demands continuously and with efficiency. Consumers are ready to pay more to avail themselves of excellent user experience and not just the discount or offer. So, if your product quality is excellent, you ought to spend quality time creating a unique shopping or visiting experience for them.
When you create the engagement belt between you and your audience, the latter feel connected and build trust and faith in your brand. When you handle a repeat customer, the chances of conversion are more than 70 percent. You can develop several ways of interaction between you and the audience, such as giveaways, referral coupons, loyalty cards, polls, and surveys. As a result, you not only seek a greater number of customers, but the user experience quality is also elevated instantly.
Since consumer privacy is a concern and will continue to remain, customers will prefer to hop on to personalized marketing for security purpose. The generic shopping websites do not care for customer privacy and send mass mailers frequently, which is nothing but a nuisance for the shoppers. Instead of experiencing a non-interactive user experience, customers will prefer to shop from personable websites. Digital marketers will have to make a note of this and record customer preferences and interests, and pitch stories accordingly. Machine learning is highly recommended to save the hassle of hiring a massive team of copywriters and designers. Ad personalization is mostly used for small businesses in some countries, but it will soon become a booming trend in 2021.
More Emphasis on Customer Privacy
We all know how challenging and cumbersome it is to manage customer data and protect private and confidential information. The world has witnessed the biggest security breaches and data leaks, and it is still an unresolved issue. So, the list of digital marketing trends is incomplete without mentioning the extra focus on customer privacy and security issues. A customer loses trust in a company when their private data is leaked (it could be for a trivial purpose, but the leak cannot be tolerated at all).
The standard and widely used security protocols are two-step authentication, KYC verification and others. Countries such as the European Union have even formulated laws concerning the handling of personal data. It has led companies to enable cookies and other tracking software on their websites. Moreover, promotional communication can also be restricted as it causes data leaks more often.
To wrap it up, digital trends witness several changes every year, and one needs to be alert while coping with them. Moreover, perfection is the key as there are chances of improvement all the time.