If one thing is certain from the turmoil of the last 12 months, it is that digital marketing is no longer a ‘nice to have’ option for new businesses. Even as the Covid restrictions are eased, and people cautiously return to pre-pandemic life, it is predicted that consumer habits and behaviour have changed permanently to an online bias.

Forward-thinking business and entrepreneurs therefore have to keep ahead of digital marketing strategies. This will be essential to retain existing customers, attract new ones, raise brand awareness, and increase sales and revenue.

One of the most important trends is Artificial Intelligence, or AI. This is the deployment of advanced software to improve communications, such as the use of chatbots on websites. Consumers are increasingly willing to engage with robotic customer service tools, which can answer basic questions 24/7 and perform routine tasks.

AI can also be used for data analysis, to track website user behaviour, predict buying habits, and make relevant recommendations for the customers next purchase based on their previous spending patterns. These methods save new businesses a great deal of time and manual labour, and increase customer satisfaction.

Video advertising is a growing area in 2021, propelled by the swift rise of TikTok, the short-form social media platform, which is especially popular among Gen Z (16-24-year olds). In response, Instagram have launched Reels, and LinkedIn have offered Story for short promotional features.

Video ads are particularly suited to being viewed on smaller mobile screens, where it is inconvenient to read large chunks of text. The use of moving image and audio is also more attention grabbing in a saturated advertising market. A large amount of information can be packed into a short time, making the ads a good return on investment.

Finally, make sure that your website is optimised for voice-search, by tailoring content towards your keywords, and questions that your customers would be most likely to ask apps such a Siri, Google, or Alexa.


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