In this video, you’ll see what three trends we think will shape 2021. ► Like this video? Subscribe! http://smr.sh/KdD
2020 is coming to a close! A lot of things changed this year. The pandemic and economic shifts saw more people working from home and spending less time going out. This had radical effects on the digital marketing landscape. So, what does this mean for 2021? In this video we are going to look at 3 trends we anticipate will take place in the upcoming year.
Let’s start with working at home. Working remotely has given people more flexibility. It’s meant less time (or even no time) commuting. This means people are spending more time online than ever before. They’re searching for information and conducting more research for business and personal purchases. Consumers are using more subscription services for entertainment, fitness, and even business collaboration in droves. This is a fundamental shift in the way people spend their time. In fact, the co-founder of Slack recently stated that 2020 provided a once-in-a-generation opportunity to reimagine how we do our jobs and run our companies. They did a survey of 4,700 knowledge workers and found that only 12 percent want to return to full-time office work, while 72% want hybrid remote-office working models for the future.
Think for a moment about just some of the ways business and marketing have already been affected:
Businesses relying on foot traffic in commercial centers and downtowns have had to rethink how they draw people in and find new ways to sell to them.
Gig-economy jobs like food delivery have flourished this year. This will change the way people think about dining out, even after the pandemic, so restaurants will likely need to pivot for the long term.
People working at home has led to more working OUT at home. From treadmills to bikes to online fitness classes, wellness businesses also may never look the same.
In the world of digital marketing, these behavior changes will continue to shape the way we do business online.
#1 Increased Ad Spend
Digital ad spending took a big hit early in 2020, but in many parts of the economy it rebounded fast as companies pivoted.
One recent study shows advertising on ecommerce platforms jumped almost 40% in 2020. That same study predicts another 30% jump in 2021 and will account for about 13% of U.S. digital ad spend. It also projects Display spend could increase 10%.
#2 No more 3rd party cookies
The second development impacting this coming year will be that it might be the beginning of the end for cookies. Chrome will no longer support third-party cookies in early 2022. And we know, where Google goes, others often follow.
As Chrome (and maybe others) stop supporting third party cookies, your ability, as a marketer, to retarget and track customers and prospects will be affected in big ways. There’s a lot of confusion about what this will mean. Does this mean the end of tracking all together? What does it mean for end-user consent? What other tools exist to help accurately track user’s behavior in an efficient and ethical way?
#3 Core Web Vitals
Finally, here’s another topic you’ve likely heard a lot about lately. Google has made changes to Core Web Vitals. It will be a huge deal in 2021 and you’ll want to pay close attention to it. If you haven’t watched our video about this topic, follow the link in the description. There are a lot of things you’ll need to do to be ready for this critical algorithm update.
Core web vitals will look at how fast pages load for the device you’re using – your phone, table, or desktop. But it will go much deeper in analyzing a wide range of factors in the user experience.
The key will be to fix problems now before the changes happen in May. Algorithm changes are nothing new, but Core Web Vitals will be one of the bigger ones in recent years.
Timestamps:
00:00 Into
00:45 2020 in a few words: working from home
01:03 Slack’s research and surveys
02:37 Trends for 2021: #1 Increased ad spend
02:48 Recent studies and upcoming % trends
03:54 Trends for 2021: #2 No more 3rd party cookies
05:00 What do you think a world without cookies will look like?
05:11 Trends for 2012: #3 Core Web Vitals
06:53 Subscribe and stay ahead of trends!
07:00 Outro
📒 USEFUL RESOURCES
SEO checklist for 2020 ► https://youtu.be/8BnoUS6cbWo
How to drive more traffic to your website ► https://youtu.be/I3p8jS0UlTA
Most common SEO mistakes to avoid ► https://youtu.be/-VkLsveXI2Q
Core Web Vitals and Google update for 2021 ► https://youtu.be/3uKeEWrzKJU
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