These are the trends that will shape digital marketing in 2021
The digital ecosystem is alive and evolving. After last year, many of the habits and demands of consumers have changed. The weight of digital channels has become more important, and they are increasingly relevant. That is why being up to date with all the changes in this area is essential to configure a good digital strategy.
Today on the Telecoming blog, two of our Digital Marketing experts talk about the trends that will mark the industry in 2021. If you want to know more about them, read on!
Video remains unstoppable
Video marketing has become a key element in any digital marketing strategy. Brands and advertisers are aware of the importance that audiovisual content has acquired over the last year.Â
Proof of this is TikTok’s success; the Asian app based on sharing music videos is enjoying unstoppable success. According to App Annie, it is expected to reach 1.2 billion unique users this year.
Video marketing strategies will be a safe bet for 2021, as our Digital Marketing experts states:
“During 2021, video campaigns are expected to continue to increase their share of marketing strategies, giving greater visibility to all advertisers with evolved targeting options”. – Alejandro Menéndez, Display & SEM Manager at Telecoming
Video marketing strategies will be a safe bet for 2021, as our Digital Marketing experts states:
“During 2021, video campaigns are expected to continue to increase their share of marketing strategies, giving greater visibility to all advertisers with evolved targeting options”. – Alejandro Menéndez, Display & SEM Manager at Telecoming
“Video continues to be the most widely used format, becoming more widespread and longer. Tests are being carried out by some players with video lengths of more than 30 seconds. In addition, there is a better response from users (CTR)â€. – Miriam Canales, RTB & Social ADS Manager at Telecoming.
Welcome to GA4
And in Google’s world, there is news too! Google Analytics 4 (GA4) is the new generation of Google Analytics, born to unify web analytics and mobile applications.
This new version’s launch will allow access to more intuitive reports and more accurate analysis of the user journey. Besides, the metrics for calculating interactions and engagement have been significantly improved.
“Although Google is starting migrating users to this new platform, we will soon be able to operate with this new platform”, explains Alejandro Menéndez.
Google wants you to automate your campaigns
The days of manual campaign strategies are ending to welcome automation. Google’s goal is to make manual campaigns go away for the algorithm to feed back and improve further. How is this achieved? By automating the activity of all advertisers. The platform is powered by machine learning to be faster and more accurate.
Betting on automation will optimize costs and accelerate growth, as Menéndez tells us:
“The commitment to boosting automated strategies will optimise click buying, provide more efficient brand visibility and evolve strategies based on profitability” .
The podcast and online audio fever
Podcasting is the latest format to hit the digital communications world, opening up a world of possibilities for advertising. According to the PwC Global Entertainment & Media Outlook 2019-2023, podcast consumers will grow from 11.9 million in 2019 to 38.4 million in 2023 – an increase of 320%.
Programmatic audio allows for retargeting campaigns and reaching personalised audiences. This is an excellent opportunity for brands and advertisers to impact the audience they really want to target.
Miriam Canales, tells us what we will see this year in the programmatic advertising ecosystem.
“Audio takes on greater prominence in 2021 due to the rise of the podcast format and the opening of Spotify’s Open Auction, which we were all expecting. During this year we also became more familiar with CTV (Connected TV) and DOOH (Digital Out of Home), programmatic outdoor advertising thanks to our big brother the USA, which shows us a clear trend in these environments”.
Bonus track: iOS 14, the topic everyone is talking about
We couldn’t end this post without talking about this topic. As far as apps are concerned, Apple’s iOS14 “Consent Mode” is expected to change the market in 2021.
Privacy policies changes in iOS14 will directly impact on user’s data we used to count on. All this is causing a real headache for some of the platforms, Facebook among them, explains Miriam Canales:
“This year, what worries all advertisers the most are the changes in the privacy policies of IOs14. This will mean the loss of a lot of user data that we have been counting on until now. This is causing a real headache for platforms including Facebook. Moreover, it is rumoured that Android will follow the same path, and with increasing strength after the purchase of Adjust by Applovin. Here we detect the trend of advertisers and publishers gaining weight in attribution models towards their own MMPs”.
We thank our experts for their collaboration in this post, and we hope these tips will help you prepare your digital strategy for 2021!
