ТОП-5 ТЕНДЕНЦИЙ ЦИФРОВОГО МАРКЕТИНГА: 2021
Аннотация: статья освещает 5 главных тенденций цифрового маркетинга в 2021, варианты их применения и предпосылки, приведшие к появлению этих трендов. В статье представлена статистика, обосновывающая актуальность тенденций с учетом текущих рыночных условий и пост-пандемических последствий, оказавших значительное влияние на их появление.
Ключевые слова: диджитал маркетинг, тренды маркетинга, омниканальность, голосовой поиск, дополненная реальность, чатбот.
TOP 5 DIGITAL MARKETING TRENDS: 2021
Abstract: this paper highlights the top 5 digital marketing trends of 2021, their usage patterns and prerequisites that led to the emergence of these tools. The article also provides the latest statistics that prove the relevance of using the trends, taking into account the current market conditions and the influence of the post-pandemic consequences.
Keywords: digital marketing, marketing trends, omnichannel, voice search, augmented reality, chatbot.
The relevance of the topic is due to the fact that the recent coronavirus pandemic had an impact on every business and continues to influence to this day. Modern marketing needs a deep revision in order to meet the requirements of the time: today the population has become even more interested in purchasing goods and services on the Internet. This is the main reason why traditional marketing tools are no longer sufficient for promotion. As we moved into 2022, it is essential that marketers and entrepreneurs stay on top of the latest industry developments. This will help companies adapt their marketing strategies using the technologies and tactics of tomorrow, gradually getting rid of unnecessary things. This is why the topic of popular digital marketing tools is so relevant today.
In the current economy characterized by globalization, complexity and high level of competition, organizations that recognize that digitalization is key to long-term success gain huge advantage and benefits. In the spring of 2020, those companies which paid due attention to promoting their products and services on the Internet successfully overcame this difficult stage. To stay afloat, many market leaders have had to resort to advanced marketing tools.
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In modern scientific literature, marketing trends have been explored by such domestic and foreign researchers as A. A. Godin, M. A. Nikolaeva, A. L. Urintsov, O. V, Staroverova, E. S. Sviridova, E. S. Galkina, N. V. Trubnikova, P.K. Kannan, Hongshuang Li, Deepak Verma, Cait Lamberton, Andrew Stephen.
Cait Lamberton, Andrew Stephen in their research noticed that for the last few years we have witnessed the emergence of a major subfield within marketing — on both the academic and practice sides—due to digital, social media, and mobile technologies being developed, improved, and widely adopted and used. The rapid pace of innovation in the DSM (Digital, Social Media, and Mobile Marketing) technology space is unlikely to decrease, and the desire for marketers to make use of these technologies in practice will only increase [3].
A. L. Urintsov, O. V. Staroverova, E. S. Sviridova indicate in their article that the main problem they highlight today is how and what kind of technologies to use in marketing. The authors write that the future is a collaboration between tech companies and innovative startups [2].
N. V. Trubnikova, exploring the post-informational space, points out that now a consumer becomes an active subject of communications and is able not only to perceive creativity but to actively reproduce it [1].
Most researchers who raise the topic of digital marketing tools note the astonishing speed of new trends in this area of science. Digital marketing is an evergreen industry where change is the only constant.
This ongoing development is due to the endless progress of technology, the speed of which was already incredibly high, but now, in a post-pandemic vacuum, society continues to function mainly thanks to the digital space.
This constant development is associated with the accelerating progress of technology. Now, in a post-pandemic vacuum, society can no longer ignore the importance of digital services and digital literacy. The statistics of recent years are absolutely stunning.
Globally, there are 4.66 billion Internet users in the world today. The total number of Internet users around the world grew by 319 million in the past 12 months, which indicates approximately 875,000 new users daily: this is growing at more than 7 percent a year, but in many developing countries, annual growth is much higher [4].
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Social media use continues to grow too: latest data from an extensive research that was conducted in January 2021 revealed that there are 4.20 billion social media users worldwide at the start of 2021, equating to more than 53 percent of the total global population. Social media user numbers have increased in the past 12 months, with 490 million new users joining social media platforms in the year to January 2021 [4].
Data from a survey of the author, conducted in December 2021 showed that about 69% of respondents aged 18 to 25 noted a sharp transition to shopping and searching for goods online as a result of the coronavirus outbreak.
All of the above data and statistics confirm that the population needs digital technologies more than ever before, while companies are forced to integrate the most modern digital marketing tools at all stages of their operations and activities in this extremely competitive market environment.
Now we shall focus on the most popular marketing tools in 2021.
Tik Tok as an alternative advertising platform. TikTok is a service for creating and watching short videos, most of which later go viral and spread through other platforms.
According to statistics, MAU (Monthly Active Users) equals 800 million users [5].
It is important to note that 41% of TikTok's audience is young population between the ages of 16 and 24, which makes TikTok a great place to advertise [6].
TikTok has a number of undeniable advantages over other platforms:
· unique tools like masks (face filtres) or Hashtag Challenge;
· low competition from advertisers (as opposed to Instagram);
· loyal audience;
· favorable pricing policy and opportunities for influencer marketing.
Finally, promotion on TikTok is a long-term trend, which in the near future can deprive a large share of the audience not only from social networks but also from TV shows.
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Augmented Reality Technology (AR). AR is the technology of real-time use of information in the form of text, images, animations and other virtual enhancements integrated with real-world objects.
Compared to Virtual Reality (VR), one of the advantages of AR is that today, in terms of implementation, it is much simpler and more accessible for the average business. The second plus is that AR integrates and adds value to the user’s interaction with the real world, versus a VR.
According to a Gartner study, in 2021 more than 70% of companies will implement immersive technologies in their work [7]. So, a potential buyer will be able not only to create a design project for his own apartment and "try on" clothes but also to find out the necessary information, just pointing the smartphone camera at the object of interest.
Optimize For Voice Search. The latest data from GlobalWebIndexshow that use of voice interfaces has grown by more than 9 percent over the past year, with 43 percent of the world’s Internet users between the ages of 16 and 64 now using voice search and voice commands on any device each month. The number of people using voice queries by 2021 may exceed 50% [8].
PwC conducted a survey and found that in the near future 61% of users aged 25 to 64 are planning to use voice assistants such as Yandex.Station, Google Home and the like [9].
These results are explained by the fact that this way of finding information is easier and faster than typing and can be used on the go or while away from the device. In the coming months, voice control will become widespread among a huge number of mobile applications, as evidenced by the fact that today people of all ages are increasingly using voice assistants as part of their ritual in purchasing online. Therefore, it is very important for brands to optimize content not only for text but also for voice search.
Advanced Chatbots. A chatbot is a program that simulates human communication using text or voice. According to experts, chatbots will soon be able to quickly replace applications.
Internet marketing predicts in chatbots the possibility of additional automation of stages of work with a client, an increase in consumer loyalty, the transfer of some elementary tasks to "virtual sellers". And, as a result, getting direct conversions.
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Recent data from Facebook finds that 56% of shoppers would rather send instant messages than call a support line. If customers cannot quickly receive an answer to their question about product or service they are more likely to refuse to buy than call back. A chatbot is the best way to deliver instant answers to potential customers, allowing company to close sales that otherwise would have gone astray.
Omnichannel. Omnichannel is the process of marketing across multiple platforms such as social media, apps, website, email, and blog so that businesses can connect with customers on more touchpoints. With the right omnichannel marketing, a company can offer an improved user experience and a unified brand message to get people to take action.
Brands must deliver the same information on every medium to keep up with the competition, thus building a consistent path. For achieving results, communication channels must be collected in a single picture, from the point of view of the consumer.
To summarize this research, it should be noted that few industries are transforming as quickly as digital marketing. Technologies and channels that were popular a few years ago now seem outdated - which is why marketers and businesses should always look ahead, monitor the latest trends and implement them into strategies. If the company does not do it today, its competitors can do it.
List of References
- Trubnikova N.V. «Creativity in post-informational dimension: marketing aspects // Bulletin of Peoples’ Friendship University of Moscow. - 2016. - № 2. - P. 74-80.
- Urintsov A.I., Staroverova O.V., Sviridova E.S. Perspective digital-trends and their influence on the development of the digital economy // Bulletin of Moscow University of the Ministry of Internal Affairs of Russia. - 2019. - №4. - P. 267-271.
- Lamberton, Cait and Andrew T. Stephen (2016), “A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry,” Journal of Marketing, P. 146-172.
- Datareportal: official website. “Global social media stats” [Electronic resource] – 2020 electronic data - Access mode/ https://datareportal.com/social-media-users/ (Date of request 01.02.2021).
- Datareportal: official website. “Digital 2020: global digital overview” [Electronic resource] – 2020 electronic data - Access mode/ https://datareportal.com/reports/digital-2020-global-digital-overview/ (Date of request 01.02.2021).
- Oberlo: official website. “10 Tik Tok statistics you need to know” [Electronic resource] – 2019 electronic data – Access mode/ https://www.oberlo.com/blog/tiktok-statistics#:~:text=33%20million%20downloads.,41%20percent%20of%20TikTok%20users%20are%20aged%20between%2016%20and,per%20day%20on%20the%20app/ (Date of request 01.02.2021).
- Gartner: official website. “Gartner Top 10 Strategic Technology Trends for 2019” [Electronic resource] – 2020 electronic data – Access mode/ https://www.gartner.com/smarterwithgartner/gartner-top-10-strategic-technology-trends-for-2019/ (Date of request 02.02.2021).
- GWI: official website. “Cracking the Voice Interface” [Electronic resource] – 2019 electronic data – Access mode/ https://blog.globalwebindex.com/chart-of-the-week/cracking-the-voice-interface/ (Date of request 02.02.2021).
- PWC: official website. “Prepare for the voice revolution” [Electronic resource] – 2021 electronic data - Access mode/ https://www.pwc.com/us/en/services/consulting/library/consumer-intelligence-series/voice-assistants.html/ (Date of request 02.02.2021).
Мартынов А. С.
Научный руководитель Гончарова Н. Ю.
(РЭУ им. Г. В. Плеханова)
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