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Exploring the Top Digital Marketing Trends for 2021

Exploring the Top Digital Marketing Trends for 2021

If there’s one niche of the business world that never stops evolving, it’s marketing. Digital marketing is highly dependent on the maturation of online technologies and is continuously pivoting and responding to new developments. Having said that, are you prepared for 2021?

The Digital Marketing Trends Set to Define 2021

Now is the time to begin planning ahead to account for the digital marketing trends of 2021. By staying current, you can develop a digital marketing strategy that takes the latest tips, trends, and frameworks into account.

“A good digital marketing strategy gives your company a cohesive plan that is consistent through your many online and offline channels,� Marcel Digital explains. “After all, you want your branding and message to be the same on your point-of-purchase advertising in your stores as it is on your social media pages and website. A cohesive message saves time and effort by not having employees recreate a marketing message for every channel.�

But our focus is not to discuss how to create a cohesive message. While important, we want to dig into the how. In other words, how do you execute once you’ve zeroed in on your message?

Though classic marketing principles and approaches will always prove effective, sometimes it’s helpful to study the latest trends to get a feel for innovative opportunities that can take marketing to the next level. And in this article, we want to focus on a few of the top trends for 2021. Take a look:

1. Live Video

Live video streaming has exploded over the past three years (and will continue to do so over the next decade). Powered by social media platforms, live streaming is available to the masses and provides an avenue for the continued democratization of content. Just consider the following data points as curated by HubSpot:

  • Internet users watched approximately 1.1 billion hours of live video in 2019.
  • By 2027, the live video streaming market is expected to hit $184.3 billion.
  • By 2020, live streaming is expected to account for 82% of all internet traffic.

Those are significant numbers – too significant to ignore. And there are plenty of reasons why businesses are making the jump to live video, including:

  • There’s almost no learning curve to record live video. There’s no need for a script, props, or post production. You hit the record button and push out live content. It’s casual, relaxed, and relatable.
  • There’s no requirement for advanced technology. While you can certainly enhance quality with some tech upgrades, a smartphone is all that’s needed to get started.
  • Live video feels exclusive and commands longer average view times when compared to pre-recorded videos. (There’s a sense of urgency from the viewer that they might not be able to see the content later.)

Live streaming video is used in a variety of capacities and is highly dependent on your brand, goals, and content strategy. However, it’s ideal for things like Q&As with an audience, customer support, special announcements, interviews with influencers, live events, and backstage events.

If you’re new to live video but want to get started, the best piece of advice is to jump in and do it. Try a couple of videos and see what happens. Were you comfortable? Did you enjoy it? Did the audience engage? What can you learn?

Your first shot at live streaming won’t be perfect, but you can always optimize over time.

2. Programmatic Advertising

Another sweeping trend is the growth of programmatic advertising. If paid traffic is part of your strategy for 2021, you need to gain some understanding and proficiency in this area.

As MarTech Advisor explains, “Programmatic advertising is the process of automating the buying and selling of ad inventory in real-time through an automated bidding system. Programmatic advertising enables brands or agencies to purchase ad impressions on publisher sites or apps within milliseconds through a sophisticated ecosystem.�

Over the past couple of years, programmatic advertising has become the preferred method of running ad campaigns. It offers real-time insights, enhanced targeting capabilities, increased transparency, better budget utilization, and provides a way to combat ad fraud effectively.

Programmatic advertising can be deployed in a variety of channels and formats, including display ads, video ads, social ads, audio ads, native ads, and digital out-of-home (DOOH) ads.

Contrary to how traditional media buying works, programmatic advertising doesn’t usually involve publishers and advertising working together in a one-to-one fashion. The type of programmatic deal – such as real-time bidding, private marketplaces, preferred deals, or programmatic guaranteed – determines how they’re delivered.

3. Voice Search

Would it surprise you to learn that approximately 27 percent of the online global population uses voice search on mobile? Or that more than 1 in 3 US internet users use a voice assistant monthly (up from just 9.5 percent in 2018).

Consider that by the end of 2020, roughly 30 percent of all internet browsing sessions will include voice search. And that more than half of adults use voice search on a semi-regular basis.

The writing is on the wall. Voice search will soon become the preferred method of browsing the internet. It’s faster, hands-free, and ultimately more convenient.

So what does that mean for digital marketing? Well, it changes everything, particularly on the content strategy side of things. People speak differently than they write. Consider, for example, someone searching for a pizza restaurant. Their queries might look like this:

Typed: pizza restaurant Bronx

Spoken: What’s the best pizza restaurant in the Bronx?

Voice search is ushering in a new age of SEO and content creation where long-tail keywords are the focus. Natural, conversational language wins the day. Brands that adapt to this style will see their SEO rankings improve and search traffic scale.

In terms of blogging strategy, brands should focus on developing content that answers questions. People go to Google when they have a question and the search engine knows this. So in an effort to satisfy their users, they’re elevating content that answers very specific questions.

4. Interactive Content

Online users are growing bored with basic blog posts and static content. They want to be stimulated. They also want control over their experiences. And these desires are currently culminating in the rise of interactive content.

Research shows that interactive content gains 2X more engagement than static content. This has led 34 percent of marketers to include interactive content in at least 10 percent of their strategies.

The most popular types of interactive content include quizzes, polls, interactive infographics, AR, VR, and online calculators.

Interactive content is typically just a subsegment of the larger content strategy. But in 2021 and beyond, it’s going to become an even bigger portion. While many brands are currently developing one piece of interactive content for every nine pieces of static content, that number will likely increase to 20 percent.

5. Shifts in Influencer Marketing

In 2016, the influencer marketing industry was worth an estimated $1.7 billion. By the end of this year, it’s projected to be worth somewhere north of $9.7 billion.

People like to hate on influencers, but they’re effective. The earned media value for money spent on influencer marketing was roughly $18 for every dollar spent in 2019. And over the last three years, there’s been a 1500% increase in brands searching for “influencer marketing� on Google. In other words, it’s effective and here to stay. But as we enter into 2021, this industry will undergo significant shifts that will ultimately change the way businesses approach marketing and advertising.

One of the biggest shifts will be the rise in micro influencers. These are influencers who have small yet loyal followings (anything less than 10,000 followers). And what they lack in reach (compared to large influencers), they make up for with high engagement and affordability.

It’s also possible that we’ll see an increase in performance-based influencer marketing. In the past, it’s always been sort of a flat fee deal. Businesses pay per post and the influencer gets the same amount of money no matter what happens on the engagement front. But as the influencer arena gets more competitive, brands will gain more leverage. Soon, we could see payment based on the number of clicks, comments, or even sales.

Ultimately, the changes in this space will be dictated by consumers. Followers make it clear what they do and don’t respond to by the type of engagement they offer. As brands and influencers gather more data and analytics from these types of posts, they’ll iterate and zero in on what works best.

Hit the Refresh Button on Your Digital Marketing

No digital marketing strategy is set in stone. As you approach 2021, take the time to understand the new trends so that you can shift your strategy into a direction that aligns with the trajectory of the larger consumer marketplace. Whether it’s live video, programmatic advertising, voice search, interactive content, or shifts in influencer marketing, there’s ample opportunity for growth and expansion.

The post Exploring the Top Digital Marketing Trends for 2021 appeared first on ReadWrite.

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Facebook Social social media Tech

Could Social Media Be Facing a Wave of Backlash?

social media backlash

For many years, social media was heralded as a universally beneficial new technology. It was seen as something that could keep us connected with our friends and family members, a tool to meet new people and support important causes, and a platform that could potentially allow us to redefine work and personal relationships forever.

To an extent, social media platforms have revolutionized the way we live and interact with others. Between 2006 and 2020, we’ve seen the rise and fall of dozens of platforms, with a few mainstays that have evolved over the years (for better and for worse). But where does social media go from here?

It seems like cultural attitudes toward social media are beginning to change, and if this trend continues, social media could feel the force of a full-fledged societal backlash. What would that mean for the future of social media? And how could this unfold?

Increased Attention on Social Media

Part of the reason that social media is getting more negative attention is because it’s being scrutinized more heavily. Some of this is due to social media platforms attracting more users and becoming more embedded in our daily lives; naturally, more impactful platforms tend to get more attention.

Casting doubt.

But this is also due to a growing number of experts, celebrities, and other high-profile individuals casting doubt on the idea that social media is doing good for our society.

As a recent example, the Netflix documentary, The Social Dilemma has gotten significant attention for its insinuations that social media platforms are dividing us and making us miserable.

There have been hundreds of books published in the past few years studying the correlations between social media use and mental health issues. Millions of people, including reputable authorities, have pledged to delete their social media accounts, or claim to periodically “detox� by not using these social channels (or using them in different ways).

The social media scrutiny.

It’s also worth noting that social media companies are facing increased scrutiny from politicians and policymakers all over the world.

CEOs are being interrogated by members of Congress, and leaders across the globe are questioning whether it’s important to impose new limitations on what social media companies can do—or even nationalize these platforms.

…miserable!

Collectively, all this attention is making users more aware of the dangers and drawbacks of the platforms they use. And this isn’t exactly new information; if you talk to the people in your social circle who seem to use social media the most, they’ll likely acknowledge that it harms their mental health or makes them miserable, at least in some way.

The Issues With Social Media

There are a number of negative issues associated with social media, which users are becoming increasingly aware of. For example:

  • Depression, loneliness, and anxiety.Many people who use social media platforms excessively, or even regularly, suffer from mental health afflictions like loneliness, depression, and anxiety.

    There are many reasons for this. For example, social media tends to put pressure on people to keep up with their friends; images of people you know going out and having fun while you’re home alone can make you feel like you’re missing out, or that you’re unimportant.

    Similarly, social media newsfeeds tend to favor emotionally charged stories, making it more likely for you to read bad or infuriating news on your timeline, rather than seeing more positive stories.

    On top of that, social media gives you the illusion of connectedness, making you less likely to reach out to the important people in your life in meaningful ways.

  • Data privacy issues.

    Social media companies, especially Facebook, have been criticized for their lack of data privacy and lack of transparency and user control. For example, most social media platforms openly collect millions of data points on their users, selling them to advertisers as a way to generate revenue.The data-point-selling is why most social media platforms are free. But what happens when third-party apps can collect this information, or even more information on you, without your consent?

    You may have your profile set to private, but are you sure that other people or organizations can’t find meaningful data on you? Social media platforms have earned a reputation for neglecting privacy.

  • Censorship and information control.Social media companies also have the power to censor or remove stories they don’t like; they have some degree of control over the information that circulates on their platforms. In some ways, this is a good thing for users.

    For example, Google is known for penalizing sites that violate its terms of service, leading to search users having a better all-around experience when trying to find valuable content online (incidentally it’s one of the reasons rankings fluctuate frequently as well).

    Facebook, Twitter, and other platforms take a proactive role in removing content from circulation that could be harmful or disturbing to its users, such as violent or pornographic material.

    This is a form of censorship most people are fine with. But what about deliberately removing mentions of a story that could harm a favored political candidate?

  • Echo chambers and bubbles.Most of us have fallen into echo chambers and bubbles, whether we realize it or not. We tend to seek out and engage with like-minded people, who reinforce our opinions and our own worldviews.

    In small numbers, this isn’t a terrible consequence, but it can lead to increased polarization across society and lead to distorted facts and information.

  • Misinformation and disinformation.Speaking of inaccurate information, social media platforms are also rife with misinformation and disinformation. It’s incredibly easy to post and circulate “fake newsâ€� or misleading headlines on social media, and individuals and organizations all over the world use this to their advantage.

    Even if the story isn’t true, a circulating headline can do an incredible amount of damage if enough people see it.

  • Addiction potential.

    It’s also worth noting the potential for addiction, or at least compulsive behaviors associated with social media apps. Social apps tend to be designed in a way that encourages repetitive, or even constant use.There are bright red alerts and noisy notifications that demand your attention constantly. There is a never-ending infinite scroll of content to discover. And there are always new channels to find and new people to reach out to.

    In extreme cases, this can lead to tech addiction.

  • Use by children.Many adults have the maturity and cognitive potential to be aware of these issues and overcome them, but children may not be in a similar position.

    Increasingly, preteens and teenagers are using social media on a daily basis, and they’re being subjected to heightened versions of all these issues due to their vulnerabilities.

Can We Reach the Tipping Point?

Most of the issues listed above will be familiar to you, yet you probably still use at least one social media platform on a regular basis. What’s stopping you? Do you think you get more positive effects than negative effects when using this platform?

Or do you feel social pressure to keep using these apps because everyone else in your social circles are using them? Perhaps the tailored content is more meaningful there and other avenues are therefore lackluster?

What about the global social media scene?

Globally, social media user numbers aren’t declining; they’re increasing. And the more people using social media on a regular basis, the harder it is for any individual to voluntarily remove themselves from it.

That’s why, even though there are short-term pushes to “#deletefacebook� or “#deletetwitter,� these moments appear to be temporary. The waves of backlash a social media company can face are somewhat limited, because sooner or later, users want to come back and see what their friends or followed channels are saying.

Is there a way the backlash could grow so extreme and so powerful that it actually leads to a meaningful change?

After this long with the social media challenges—can there be a purposeful, worthwhile change??? We have to ask — is there even a chance that existing social media companies are capable to change how they operate or new social media companies rising to challenge the social media scene? That remains to be seen.

Facebook now has nearly 3 billion monthly active users, Instagram has more than 1 billion, and Twitter has more than 330 million. And many of those users, despite consciously acknowledging the drawbacks of these platforms, continue using them willingly, and following each change presented by the companies in charge of their management.

What’s Up?

Overall, despite increased attention on the negative aspects of social media and countless books, podcasts, and documentaries covering the topic, there probably won’t be a significant wave of backlash to put increased pressure on social media companies.

That said, if these problems get worse before they get better — it could motivate action.

The post Could Social Media Be Facing a Wave of Backlash? appeared first on ReadWrite.

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Instagram ReadWrite social media tracking

Snoopreport – Instagram Activity Tracking is Now Easier than Ever

instagram tracking

Instagram is one of the most popular social media platforms these days. It can be an excellent choice for business, fun, and much more with over a billion users. Instagram is filled with many features and much more, but the platform does not have much to offer you when it comes to tracking activities.

With recent updates, you will not track what your friend or competitors are doing on Instagram directly from the platform. So if you are wondering how to track an Instagram account (snoopreport dot com), get an account in Snoopreport today. This powerful tool is equipped with tons of valuable information, and it will help you see all the activities of the concerned person on Instagram.

Tracking one’s activities on Instagram

Instagram is an interactive social media platform where people can share their thoughts, works, creativity, and everything they want in pictures and videos. The platform can be an excellent choice for spreading your business’s words as it has billions of users, with new accounts being added every day.

However, tracking what your friends or business rivals are doing on Instagram can be a tricky job. Previously, there was an activity section in the app, but that feature was removed recently, leaving no in-app options for tracking. It leads the makers of Snoopreport to create this useful application from where you can get all the required data. It is the most reliable Instagram tracking application present in the market right now.

Snoopreport is a great application for businesses that wish to target a particular audience with their new products or upgrade their existing stocks. It works as a significant market analysis tool. Snoopreport can be useful for individual users too. You can follow trends and track what your friends or partner is doing on the platform.

The tracking application for business

Business accounts on Instagram can gain a lot because of the vast audience base. The products can get a lot of exposure, so there will be an increase in sales. To do that, you must know all the tips and tricks that will boost your business on Instagram.

Here we will discuss some important points about using Instagram ideally to promote your brand and drive sales.

  1. Set up a business account

Your personal Instagram account should be separated from your business account. Remember, the business account is all about your products and services and not about your personal life. You will not be able to drive sales by showing your photos to your customers. So setting up a professional Instagram business account will appeal to your audience.

Here are a few tips to improve the optimization of your business Insta account:

  • Set up the link of your website in the Instagram bio to boost traffic to your website
  • Your professional account’s Instagram name should be the same or related to your business name and should be consistent across all the social media channels.
  • Make your Instagram account attractive and exciting, so much so that people get attracted to follow you. Use keywords and hashtags. Keep the tone of your business account light and relative.
  1. Create attractive posts

On Instagram, everything is visual, and hence you should design your posts so that it should get visually appealing for your audience. Rather than putting up a direct sales pitch, post the images and videos of your products in such a way that people get attracted to buy them. Rely on professional product images with perfect lightings and background, which appeals to the audiences. Ensure that all the photos you upload should be of professional quality and use proper editing software if needed. You can also promote offers and exclusive announcements through Instagram posts. It will keep your followers engaged.

  1. Boost engagement

Boosting engagement on Instagram will help you to strengthen your relationship with your customer. To maximize your Insta account engagement, consider the following tips –

  • Invest some time in writing an active and inviting caption. Your caption should be short, to the point, and attractive to hook your customer’s attention.
  • You can start a contest on your Insta page and arrange some giveaways. Take a good quality picture of the giveaway and then include all the contest details in the caption.
  • Staying active and consistent on Instagram is very important to boost engagement. Answer all the queries raised by your customers and give shoutouts to your followers.

Apart from these, it would help if you do some competitor analysis on Instagram to stay at the chart’s top. Conducting proper analysis will help you uncover essential points about your competitors and formulate an effective content strategy. To start with the investigation, you should first identify your competitors and track down their activity using the efficient Instagram tracking application, Snoopreport. Based on the information and data you gather from the application, you can design an effective strategy to boost your account’s engagement.

How does Snoopreport work?

Snoopreport uses publicly available data to track the activity of an Instagram user. It means you can use its services even if you do not have an Instagram account or are not logged in. You would not also have to follow an account to track its activity on Snoopreport. Just add the concerned account on the application, and you will be good to go. But remember that it cannot track the actions of any account that is locked; it only works on publicly open accounts.

Final words

All the data that you will get on the Snoopreport application is 100% accurate. Another benefit of using this application is that the target account(s) will never know that you are tracking them. You will get all the information on your dashboard, and after monitoring the same, you can even delete it. It will leave no trace of the tracking. So if you like what Snoopreport is offering you, then do check it out today!

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