As the world shifted to a new reality in the wake of COVID-19, the online marketing industry had to adjust to new normalcy. While a lot of industries suffered, online marketing emerged as one of the industries that grew and flourished thanks to online marketing channels like Google Advertising, display ads, and social media. The demand for digital marketing services still remains high even now as marketers endeavor to rebuild their clients’ trust in the digital space. As a niche, online marketing is now a $13.8 billion dollar industry and is projected to hit $18.2billion by next year.
Reinventing Email Marketing
Email marketing became a goldmine for companies seeking growth during the pandemic as it enabled marketers to connect with consumers who had initially avoided web-based content due to safety concerns. The demand for email marketing increased as marketers sought to keep their existing audiences engaged and re-engaged while also attracting new customers. As a result, email marketing saw double-digit growth in 2020 with the most popular emails being marked on average as a lead nurturing tool.
What’s more, marketers increasingly see email as a useful tool for cross-promoting different products and services. According to HubSpot Blogs research, 70% of consumers are more likely to purchase a product or service after receiving an email from a brand. That means that marketers who continue to emphasize the power of the email in their strategy stand to gain a lot.
The Growth Of Video In 2021
With the advent of online video platforms like YouTube, LinkedIn’s Vidyard, and Facebook’s Video, the potential to spread content across different platforms and devices exploded.
These platforms made it easier for businesses to create videos and to upload them directly to social media. According to HubSpot Blogs research, 59% of consumers have watched an explainer video to better understand or learn about an item or service. And when it comes to shopping, consumers are increasingly turning to product videos that explain the features and benefits of a product or service.
What’s more, marketers can use video to answer all kinds of questions regarding their products, offer consumers more value, and become more accessible. With video, marketers can show how a product or service works in real life, the features that make it unique, and the advantages that it offers.
Growing Mobile Marketing Use
In 2021, more people interacted with brands and businesses through their phones than through any other device. According to HubSpot Blogs research, 55% of consumers now use their phones to access the internet while on the move. And although this is somewhat of a decline from previous years when using a desktop was still the preferred method, it’s clear that in the next few years, mobile marketing—and, in particular, mobile advertising—will play a major role in connecting with consumers.
To reach this audience, businesses turned to mobile marketing platforms like AdGear, Chartbeat, and Hello Fresh.
Real-Time Engagement
Consumers now expect quick, easy, and efficient service whenever they want it. To keep customers engaged and satisfied, businesses must keep up with the times in order to provide the best possible experience.
In the past, businesses could rely on webpages and emails to communicate with customers. However, with real-time engagement platforms like chatbots and smart speakers like Alexa integrating with online marketplaces, customers have a 24/7 access to information and businesses can communicate with them at any time through a variety of methods.
The shift to digital marketing empowered consumers to become active participants in their own consumption. According to HubSpot Blogs research, 66% of consumers want to be kept in the loop at all times while 48% want consistent updates about the brands and businesses they love. To satisfy these consumer demands, businesses must keep up with the latest trends and adopt new methods to innovate and evolve.