Digital marketing strategies

1) The 5As of marketing

Do you remember the famous 4Ps of marketing? At Cyberclick we have turned this concept around to reflect that the priority of marketers is no longer to sell but to help users solve their concerns. In our opinion, these will be the 5 great marketing concepts in 2021:

Provide value to the user.
Help the client to solve their problems and needs.
Anticipate the future demands of our target audience.
Adapt to the buyer persona.
Automate marketing.

2) The story doing

Brands are no longer just looking to tell stories, but to get users involved and live their own experience.

Story doing strategies start from knowing what we want to tell, what we want to provoke, and what we want to achieve. A star example would be Red Bull, which already in 2012 managed to put the entire planet on edge with the jump from the stratosphere.

3) The fragmentation of OTT television

OTT service applications are experiencing a phenomenon similar to that experienced by television channels years ago: they multiply and compete with each other.

Roku, Amazon Fire TV, Apple TV, Samsung Tizen ... we have more and more options, each with its own application and platform. And since more than half of the viewers hire only one, the competition for the market will be increasing.

4) The growth of eSports

The gaming sector is growing to the point of surpassing traditional sports, and in 2021 it is expected to generate up to $ 180.1 billion in profits.

At the same time, eSports are becoming a highly demanded advertising channel and more and more brands are including them in their strategies.

Marketing trends for 2021: formats and technologies

5) The shoppable TV

After the streaming revolution, the new trend in digital marketing is shopping through television. There are different formats, such as secondary purchase screens that the viewer can access with a click of the remote, or QR codes to scan with the mobile.

In reality, the first experiments with shoppable TV date back several years, but we believe that it is now that technology and consumer habits are ripe for this marketing trend to become a reality.

6) Virtual events and video training

The coronavirus has meant an acceleration of the digital transformation that we did not have before 2020, and one of the consequences has been the profusion of digital events. Many of them focused on training to capture and mature potential leads.

The transition from physical to digital events is not so easy, as there is still a long way to go on a technical level and it also causes that category of "special occasion" to be lost. The solution is not to try to copy your face-to-face events, but to create a different experience.

7) Automated customer journeys, based on AI and machine learning

The customer data platform type tools allow us to create and manage highly personalized customer journeys, with emails activated based on consumer behavior and habits. Thus, we can create highly effective messages that take into account all relevant aspects for each client.

In addition, we must go beyond that personalization is based on putting only the name of the recipient at the beginning of the email. There are already tools that apply artificial intelligence and machine learning to customer journeys and even personalize the contents of the email itself based on different types of data: environmental, behavioral, interest-based, or other data.

8) Programmatic advertising on wearables, TV, and radio

Program advertising is another online marketing trend that has been gaining momentum in recent years and is opening up new channels:

The wearables, especially interesting because of the large amount of data about their users' hosting.
Streaming platforms like Netflix.
The online radio and podcast, another format content on the rise.

9) Artificial intelligence and augmented reality in e-commerce

Artificial intelligence and augmented reality combine to shape one of the biggest marketing trends in 2021. Thanks to them, it will be possible to customize the online shopping process, ensure a good user experience and transform deliveries.

10) Biometric identification

Biometric identification through facial recognition, iris, fingerprint or other physical features, is improving ease and safety, a key component for the expansion of digital e-commerce payments.

In fact, according to a study carried out by Visa, two-thirds of Europeans would prefer to use biometric identification to make their payments over the internet.

11) Big data-based natural language processing (NLP)

Natural Language Processing (NLP) is the latest big data and marketing trend. Its role is to help big data systems better understand the information obtained and allow more natural conversations and interactions between software and users. An example is smart voice assistants.

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