Global Digital Marketing Trends (May 2021)

What can we learn from external marketing trends this month?

Here are the top 5 digital marketing trends that have made us sit up and take notice this month…

1. Artificial Intelligence

The dominance of artificial intelligence (AI) is sure to be at the heart of global business and industry and it is already being used by big business marketers.

AI can analyse consumer behaviour and search patterns and use data from social media platforms and blog posts to help businesses understand how customers find their products and services.

An example of AI application is chatbots. Mastercard created a Facebook messenger bot – which uses natural language processing software to decipher what customers want and responding as if it were a real person to automate handling payments.

Artificial intelligence will soon be the driving force behind many services, and it is already being implemented in:

  • Basic communications
  • Content creation
  • E-commerce transactions
  • Email personalisation
  • Product recommendations

2. Chatbots

Chatbots continue to be an important part of digital marketing in 2021. The AI-based technology uses instant messaging to chat in real-time, day or night, with your customers or site visitors.

Surveys show that chatbots currently power 85% of customer services and the top benefits include the 24-hour service, instant responses to enquiries and answering simple/frequently asked questions quickly.

Brands successfully using chatbot technology include Hello Fresh, Whole Foods Market, Staples, The Wall Street Journal and Pizza Hut amongst others. Read more here and discover the 10 Best Chatbots being deployed in 2021.

3. Personalisation

If you want to stand out in 2021, you need to personalise your marketing – and that means content, products, emails and more!

63% of consumers state they are highly annoyed with generic advertising blasts

80% say they are more likely to do business with a company if it offers personalised content and experiences

90% claim they find personalisation appealing

Great examples of the power of personalisation include Netflix and Amazon, with their tailored recommended products or movie titles.

Other companies successfully using personalisation include:

EasyJet launched a data-driven email campaign that uses customers’ travel history with the airline to build personalized stories, which then suggest where they might like to travel next. About 12.5 million unique emails have been sent, which had a 25% higher click-through rate than non-personalised emails.

Cadbury’s chocolate created a personalised video campaign that matches a Dairy Milk flavour with users based on data from their Facebook profile, including age, interest, and location. The campaign generated a 65% click-through rate and a 33.6% conversion rate, proving that the personal touch works.

Starbucks uses a gamified mobile app that draws on data including purchase history and location to get as personal as possible, allowing customers to customise their drinks, and it encourages further use with its rewards system – which skyrocketed their revenue to $2.56 billion.

4. Video Marketing

Video marketing is one of, if not the most important marketing trend today and is a trend that is set to stay.

  • 70% of consumers say that they have shared a brand’s video
  • 72% of businesses say that video has improved their conversion rate
  • 52% of consumers say that watching product videos makes them more confident in online purchase decisions
  • 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video

If your site includes video, it’s 50 times more likely to drive organic search results compared to text. Why? Because people find video content more compelling, so Google pushes pages that include videos higher in the rankings.

5. Voice Search & Smart Speakers

The increasing use of voice search has made it important for companies to rethink their digital marketing strategies in 2021.

  • 50% of all searches will be via voice by 2020
  • 55% of all American homes will own a smart speaker by 2022
  • 72% of people who own voice-activated speakers say that their devices are used as part of their daily routines
  • Voice shopping is set to jump to $40 billion in 2022, up from $2 billion today
  • Global smart speaker shipments have almost trebled since 2018

Voice search plays an important role in providing all the relevant information that people are searching for through audio content. AI is getting smarter and the number of errors made by voice assistants like Alexa, Siri and Google has reduced greatly.

So, that concludes the five digital trends we’ve paused to consider this month.

We’ll keep you posted next month as the global marketing landscape continues to evolve.

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