Post by nurnobisorker13 on Oct 26, 2024 5:53:21 GMT -5
We recently reviewed the Top 10 posts on digital marketing and talked about setting goals for 2021. And if we talk about marketing and business goals, we will have to draw up a good digital marketing plan and adapt our strategy to market trends. In this context, Think With Google has published an interesting article that will be of great help to us in understanding the main trends and predictions of digital marketing for 2021. Trends that are conditioned by the covid-19 pandemic.
Specifically, the article includes predictions for 2021 from several Google leaders in the EMEA region:
Equality on the marketing agenda . According to Nishma Robb, Google UK’s Head of Brand and Reputation Marketing , “There has been a lot of talk about racial equality in 2020 , and significant progress has been made in this regard. However, in 2021, brands are expected to do more than bulk telegram blast just speak out on the issue. Businesses will need to become increasingly proactive and help consumers do the same. Consumers are shopping more consciously, and taking control of where and how they spend their money. Brands that fail to meet their expectations may be at risk . ”
A new era marked by data ethics . According to Matt Brittin, President of Business and Operations at Google in EMEA, “With more people spending more time online, protecting their privacy and data is especially important. Consumers expect brands to protect their data and clearly inform them about how they use it and what they offer in return. The industry is adapting to consumer needs, and in 2021, many brands will put the theory around data ethics into practice. The digital ecosystem only works if it generates trust . Data ethics goes beyond mere compliance; it is about choosing actions that benefit users . ”
A world without cookies? According to Paul Coffey, Director of Platforms, Partnerships and Privacy at Google in EMEA, “The use of cookies is a very effective and common practice among marketers to measure the results of their online advertising. However, user privacy demands and regulations such as the GDPR create the need to modify traditional measurement methods to adapt to an ever-evolving ecosystem. In 2021, there will be a strong emphasis on the use of innovative, privacy-based measurement systems . Marketers will use sophisticated techniques, such as conversion models , to quantify the success of their digital campaigns . ”
Reaching the consumer at home . According to Jannika Bock, Director of Client Solutions at Google Central Europe, “Users are increasingly turning to online video to stay informed, entertained and connected to others. By 2022, online video is expected to generate more than 80% of consumer internet traffic. This trend is also predicted to accelerate due to the increased use of digital technology during the pandemic . ”
Increased interest in sustainability . According to Tiphaine Goisbeault, Head of Market Trends at Google in Southern Europe, “the pandemic has heightened consumer interest in sustainability. (…) Consumers want brands to show commitment and transparency through concrete actions” . In this context, “marketing teams need to be transparent about how companies operate in a broader ecosystem, as well as show concrete progress” .
Mobile Apps . According to Eli Lassman, Head of SMB Direct Marketing and B2B Content and Ads Marketing at Google in the UK, mobile apps will be key to business growth: “In 2020, mobile has been the go-to medium. (…) Global mobile usage time in the first half of the year exceeded 1.6 trillion hours. And in the third quarter, app usage grew 25% year-over-year , with users spending 180 billion hours a month on apps. (…) 30% of consumers believe their shopping experiences will never be the same again, so it’s more important than ever for retailers to take advantage of this new growth opportunity that apps present . ”
Specifically, the article includes predictions for 2021 from several Google leaders in the EMEA region:
Equality on the marketing agenda . According to Nishma Robb, Google UK’s Head of Brand and Reputation Marketing , “There has been a lot of talk about racial equality in 2020 , and significant progress has been made in this regard. However, in 2021, brands are expected to do more than bulk telegram blast just speak out on the issue. Businesses will need to become increasingly proactive and help consumers do the same. Consumers are shopping more consciously, and taking control of where and how they spend their money. Brands that fail to meet their expectations may be at risk . ”
A new era marked by data ethics . According to Matt Brittin, President of Business and Operations at Google in EMEA, “With more people spending more time online, protecting their privacy and data is especially important. Consumers expect brands to protect their data and clearly inform them about how they use it and what they offer in return. The industry is adapting to consumer needs, and in 2021, many brands will put the theory around data ethics into practice. The digital ecosystem only works if it generates trust . Data ethics goes beyond mere compliance; it is about choosing actions that benefit users . ”
A world without cookies? According to Paul Coffey, Director of Platforms, Partnerships and Privacy at Google in EMEA, “The use of cookies is a very effective and common practice among marketers to measure the results of their online advertising. However, user privacy demands and regulations such as the GDPR create the need to modify traditional measurement methods to adapt to an ever-evolving ecosystem. In 2021, there will be a strong emphasis on the use of innovative, privacy-based measurement systems . Marketers will use sophisticated techniques, such as conversion models , to quantify the success of their digital campaigns . ”
Reaching the consumer at home . According to Jannika Bock, Director of Client Solutions at Google Central Europe, “Users are increasingly turning to online video to stay informed, entertained and connected to others. By 2022, online video is expected to generate more than 80% of consumer internet traffic. This trend is also predicted to accelerate due to the increased use of digital technology during the pandemic . ”
Increased interest in sustainability . According to Tiphaine Goisbeault, Head of Market Trends at Google in Southern Europe, “the pandemic has heightened consumer interest in sustainability. (…) Consumers want brands to show commitment and transparency through concrete actions” . In this context, “marketing teams need to be transparent about how companies operate in a broader ecosystem, as well as show concrete progress” .
Mobile Apps . According to Eli Lassman, Head of SMB Direct Marketing and B2B Content and Ads Marketing at Google in the UK, mobile apps will be key to business growth: “In 2020, mobile has been the go-to medium. (…) Global mobile usage time in the first half of the year exceeded 1.6 trillion hours. And in the third quarter, app usage grew 25% year-over-year , with users spending 180 billion hours a month on apps. (…) 30% of consumers believe their shopping experiences will never be the same again, so it’s more important than ever for retailers to take advantage of this new growth opportunity that apps present . ”