October 8, 2021

9 marketing strategies
creating all the buzz in 2021

Yiasu Verma

The marketing industry is constantly evolving due to the influx of new technologies. With these advancements, brands can generate new ideas and strategies to reach customers in more creative ways. 

If you’re new to marketing, terms such as algorithms, automation, and AI can be intimidating. With each passing year, new buzzwords enter the e-commerce and marketing industries. However, utilizing the best strategies, tactics, and optimizations available to your business requires understanding the latest jargon. 

Trends are constantly changing in marketing, making it crucial to stay up to date with these newly proven strategies. If you are looking to reach new audiences while improving your SEO, consider incorporating the business tactics behind the content marketing buzzwords of 2021. 

A/B testing 

A/B testing, also known as split testing, is a randomized experimentation process in which two or more versions of a variable (web page, page element, etc.) are simultaneously showcased to different segments of website visitors. This testing will help determine which version has the greatest impact and drives business metrics.  

A/B testing, in essence, removes all of the speculations from website optimization and allows optimizers to make data-driven decisions. The ‘A’ in A/B testing represents the controlled variable, or the original testing variable. Whereas ‘B’ denotes a ‘variation,’ or a new version of the original testing variable.  

If you haven’t already, you should consider employing A/B testing for your business, as it helps in understanding and solving customer pain points when visiting your website. This testing will also increase your ROI from existing traffic, reduce bounce rates, allow you to make low-risk modifications, and improve your website’s statistics. 
 

Customer Relationship Management/CRM 

Customer relationship management (CRM) is a technology that manages all of your company’s interactions and connections with current and future customers. The objective is straightforward: to strengthen commercial ties. A CRM system assists businesses in staying connected with customers, streamlining operations, and increasing profitability. 

A CRM solution enables you to focus on your organization’s relationships with individual people — such as customers, service users, colleagues, or suppliers — throughout the lifecycle of the relationship, including finding new customers, winning their business, and providing support and additional services. 

Ethical/values-based brands 

As customers are increasingly expecting ethical standards from the businesses they purchase from, brands with a concrete stance on ethics and values may increase consumer loyalty and long-term connections. Brands that act unethically risk losing current and future customers, receiving unfavorable publicity, and negatively affecting their overall reputations. Companies who do not prioritize business ethics miss out on the benefits that excellent corporate behavior has on customers.  

An ethical brand acts with integrity, respect, and accountability. Companies who stress ethics in their business strategy see an increase in their consumers’ emotional attachment to the brand, boosting customer loyalty 

Geofencing 

Geofencing is a type of location-based marketing that involves placing a geographic border around a site of interest. When a mobile device reaches this region, the geofence can trigger a variety of events. Typically, these triggers involve the transmission of some form of advertisement. Historically, this was done using SMS marketing, but as technology has advanced, this process has expanded to include push notifications and even fits neatly into the programmatic advertising stack. Geofencing is used for real-time, location-based advertising. However, its application can go beyond basic marketing. Over time, geofencing may be utilized to discover and create untapped addressable audiences. 

For mobile users, geofencing opens up a world of possibilities, from interactive shopping lists to home security systems, garage door openers, automatic coffee makers, limited-time offers for your favorite restaurant, or a recommendation for a new restaurant you haven’t tried before. Push notifications and mobile ads that can be linked to a company location have become a key focus for marketers. 
 

Google My Business 

Google My Business is a free and simple tool that allows businesses to manage their web presence across Google products such as Search and Maps. Creating an account on Google My Business is easy and free. You can leverage Google My Business to give your content (and SEO) a boost. With a Google My Business account, you can post photos of your products or services, access and modify your business information (name, location, hours, etc.), and reply to reviews. This will increase your company’s exposure and engagement over time.  

Influencer marketing 

Influencer marketing is a type of social media marketing that relies on product endorsements and mentions from influencers. In this case, influencers are individuals whoInfluencer marketing can be incredibly effective due to the high level of trust between social influencers and their followers. Recommendations from influencers act as social proof for your brand, validating potential customers and their purchasing decisions. 

While Instagram influencer marketing is a well-known approach, there are numerous networks for influencers that are quickly gaining popularity. It is estimated that the industry will reach a value of $13.8 billion in 2021. Other networks, such as Snapchat, YouTube, and TikTok, have their own set of influencers with varying demographics. 

Adopting influencer marketing involves various steps, starting with researching the platforms and influencers you want to work with, creating a budget and management strategy, deciding on the message you want to convey through the influencers, and partnering with the right influencer.   Microinfluencers can prove to be more valuable to your firm if you are looking for a lower-cost investment. Despite having a smaller follower base, these influencers have a stronger connection with their fans, who are more loyal and more likely to listen to them.  

Omnichannel marketing 

Omnichannel marketing is the integration and collaboration of the different channels through which companies communicate with customers to provide a consistent brand experience. This includes both physical (e.g., retail stores) and digital channels (e.g., websites). The objective of an omnichannel marketing strategy is to provide consumers with a pleasant, seamless user experience that offers several opportunities for customer satisfaction. An omnichannel approach may allow customers to browse and purchase products online, in-store, or a mix of the two, such as “buy online and pick up in-store.” Today, businesses in a variety of industries, including healthcare, retail, finance, technology, and others, are using omnichannel strategies. Omnichannel marketing allows customers to interact with businesses on their own terms, resulting in a better overall customer experience. 

Retargeting 

Retargeting is a highly effective e-commerce marketing strategy that turns window shoppers into paying customers by serving ads to those who have shown interest. This strategy, also known as remarketing, takes advantage of a user’s previous intent and has a higher chance of conversion than new website visitors. After consumers leave your website without purchasing, you can use retargeting advertisements that include relevant visual or text ads to remind them of your products and services. Google Ads, Facebook retargeting, LinkedIn Ads, and other retargeting advertising platforms can be used to run retargeting campaigns. Today’s marketers rely on retargeting to engage with their consumers and improve sales and customer loyalty. 
 

User-Generated Content 

User-Generated Content, as the name suggests, is the content created by your users. Users write and share posts promoting your business, exposing their audience to your products and services. You can then repost UGC on your social media accounts, website, and other marketing channels, boosting your credibility in the process. Consumers are 2.4 times more likely to view user-generated content as authentic compared to content created by brands. User-generated content results in maximum shareability, increasing brand awareness, and driving potential leads. 
 

Keeping up with emerging marketing trends can be a difficult task. We hope this article provided you with new strategies and tips to implement in your brand’s campaigns.

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