Parerea Specialistului

Trenduri in marketing digital 2021

Posted on by Laura Popa
15
Jan
Ne vom aminti mereu 2020 ca fiind anul pandemiei si anul care a marcat migrarea multor branduri dinspre offline spre online. In urma unui an 2020 plin de provocari, in care comportamentul consumatorilor s-a schimbat la nivel global ca urmare a pandemiei de Covid-19, iar piata online a inregistrat cresteri semnificative, trendurile din 2021 in marketing digital se concentreaza pe continut video, creativitate, automatizari, dar si pe testare si adaptare pentru rezultate performante. Reels ia amploare pe Instagram Intr-un 2020 plin de schimbari majore, lansarea Reels a fost cel mai mare boom din sfera social media. Dacă nu ai inceput inca sa folosesti Reels pentru promovarea brandului tău, acum este momentul. Iata de ce acest tool este un must have in 2021: 
  • poate fi descoperit in multe locuri pe aplicatia Instagram (in tab-ul de Reels din navigarea ecranului de pornire si din profilele individuale ale utilizatorilor, in Instagram home feed si in pagina de Explore) 
  • continutul este unul creativ si, fiind inca destul de nou, este prioritizat de algoritmul Instagram 
  • continutul este trimis catre toti utilizatorii platformei, nu doar catre cei care te urmaresc, astfel ai posibilitatea sa iti cresti awareness-ul dincolo de audienta existenta. 
Ca si predictii, Shoppable Instagram Reels ar putea fi un adevarat game-changer pentru branduri in 2021. La fel si monetizarea acestui tool pentru digital creators si cresterea in sfera influencer marketing-ului.   Facebook si Instagram tin pasul cu evolutia e-commerce-ului Odata cu trecerea consumatorilor la cat mai multe achizitii online, shop-urile pe cele două platforme au din ce în ce mai multe functii care sa faciliteze cumpararea si vanzarea online. Instagram Shop este o modalitate mai simplificata pentru utilizatori de a descoperi produse si este accesibil direct din meniul principal de navigare al platformei. Un Instagram Shop iti permite sa iti integrezi catalogul de produse cu profilul business. Astfel reusesti sa promovezi produsele direct catre utilizatorii Instagram prin postari, stories si chiar în pagina direct. De asemenea, poti eticheta produsele magazinului Instagram in postarile tale in acelasi mod in care ai eticheta un prieten. Facebook Shop este o miscare inteligenta. Concurenta poate fi acerba, dar cu peste 2,6 miliarde de utilizatori activi lunar, audienta este mai mult decat suficienta pentru a avea engagement si conversii. Avantajele utilizării Facebook Shop sunt: adaugarea unui shop durează doar câteva click-uri, comunitatea rămâne angrenată, se pot face analize inteligente pentru urmarirea clientilor, se pot folosi culorile personalizate ale business-ului si, cel mai important, poti urmari comportamentul potentialilor clienti si iti poti remunera comunitatea cu reduceri.     Cuvintele anului 2021 vor fi TESTARE si ADAPTARE Schimbari de algoritmi, machine learning, new features, toate ne vor forta sa ne adaptam din mers la realitatea pe care ne-o creeaza platformele in care lucram zi de zi. Ce a adus rezultate ieri se poate sa nu mai aduca rezultate maine si din acest motiv este nevoie sa ne adaptam constant si sa venim in permanenta cu idei noi. Daca Google si Facebook si-au dezvoltat propriile lor sisteme de testare (A/B testing si Experiments), in alte platforme cum ar fi LinkedIn, testarea se poate face ruland variabila de test si variabila de control in paralel, in campanii diferite. La fel si in alte platforme care nu au integrat un tool de A/B testing.  Testele pe care le putem face sunt nelimitate, la fel si combinatiile de audiente, tipuri de ad-uri, landing page-uri si vizualuri. Tot ce avem de facut este sa ne punem intrebari: ce audienta imi aduce cele mai bune rezultate? Ce tip de ad sa folosesc mai des in campaniile mele? Ce modalitate de bidding este cea mai eficienta? Si odata ce am observat un pattern, il putem folosi in campaniile noastre viitoare.  Sa nu uitam nici de optimizarile frecvente din campanii, care tin tot de adaptare. Cel putin o data pe saptamana, analizam modul de evolutie si facem modificari astfel incat sa tinem pasul cu modul in care algoritmii afiseaza ad-urile catre potentialii useri interesati de produsele sau serviciile noastre.   YouTube Ads in topul canalelor de promovare online in 2021 In 2020 continutul video in YouTube a crescut exponential. De la webinarii si review-uri de produse la concerte, conferinte si cursuri, userii si-au transferat in online mare parte din activitati si pasiuni. Al doilea motor de cautare din lume, YouTube isi va continua si in 2021 ascensiunea si va concura serios continutul media de la TV. Pentru branduri, campaniile in YouTube au avantajul de a avea deja contextul creat pentru user. Important este sa stii ce vrei sa obtii in urma fiecarei campanii pentru a alege tipul de ad potrivit.  Un magazin online poate testa o campanie Trueview for shopping, ce permite afisarea produselor din Merchant Center alaturi de video, in timp ce Trueview for action este o campanie potrivita pentru generare de lead-uri. Sa nu uitam ca Google Romania a lansat la final de 2020 YouTube Select, o noua oportunitate pentru branduri de a-si afisa reclamele intr-un continut premium.   Google Analytics 4 va schimba modul in care analizam datele Google a lansat o noua versiune Google Analytics, imbunatatita, care va face pasul software-ului in viitor. Google lanseaza in continuare functii noi. Multi experti spun ca acest GA4 va avea un potential enorm. Iata cateva update-uri cu care vine GA 4:
  • Reunirea datelor web si din aplicatii in acelasi loc
  • Modalitate usoara de a urmari traficul de pe mai multe domenii
  • Definirea mai buna a traficului
  • Excluderea Bounce Rate 
  • Excluderea integrarii cu Google Search Console
  • Colectarea datelor se bazeaza pe analiza aplicatiilor mobile
  • Se pune foarte mult accept pe urmarirea evenimentelor
  • Existenta evenimentelor pre-construite: pageviews, scrolls, outbound clicks, sitesearch, video engagement, file downloads. Se pot face evenimente personalizate similar cum se fac in Google Tag Manager
  • Se pune mai mult accent pe parametrii unui eveniment atunci cand este trimis
  • Disparitia Destination Goal
  • Rata de conversie a fost scoasa, ceea ce reprezinta un minus pentru GA4
  • Machine Learning
Google inca nu a lansat toate functiile, lipsesc unele cu care deja suntem obisnuiti din versiunea anterioara, dar toate de pana acum sunt foarte utile specialistilor in digital marketing. In viitor se va migra in totalitate la GA4, deci sfatul nostru ar fi sa nu ezitati sa faceti cunostinta cu el cat mai repede.   LinkedIn deschide noi oportunitati prin Stories Odata cu anularea conferintelor fizice datorata pandemiei, interactiunea de business a devenit mai efervescenta in online. Pentru asta, platforma LinkedIn a venit ca o manusa si a adus cateva beneficii semnificative in a conecta oamenii dincolo de mesajele strict tranzactionale sau in-mail spam. Atingand peste 700 milioane utilizatori in 2020, LinkedIn deschide noi oportunitati de comunicare si de creare de relatii prin LinkedIn Stories si cresterea continutului video, dar si pe zona de conferinte online prin LinkedIn Live events. Mai mult, Linkedin aduce noi data insights in zona de oportunitati de cariera, dar si de targetare a reclamelor platite, ceea ce il face in continuare un tool atractiv in mixul de marketing al brandurilor B2B si pe zona de oportunitati de cariera.   TikTok isi continua ascensiunea fulminanta TikTok s-a transformat rapid intr-una dintre cele mai utilizate platforme de socializare din lume, are peste 800 de milioane de utilizatori activi lunar. Astfel, gestionarea unui cont TikTok este un trend, care va castiga si mai multa popularitate in 2021. Algoritmii TikTok asigura o promovare organica eficienta. Videoclipurile se acceseaza cu usurinta in feed-ul For You, obtin vizualizari si, impreuna cu acestea, vine o crestere organica a urmaritorilor. Dacă doresti sa te conectezi cu generatia Z, TikTok este un instrument din ce în ce mai puternic pentru a genera reach si lead-uri.  Cheia succesului este continutul de calitate adaptat intereselor si problemelor grupului tinta, prin care sa oferi solutii potentiale, inspiratie sau divertisment. De asemenea, TikTok si-a anuntat recent planurile de a introduce metode de promovare platite si de a reduce optiunile necomerciale pentru a creste monetizarea. Prin urmare, inceputul anului 2021 este un moment excelent pentru a profita la maximum de optiunile gratuite de promovare TikTok.   Gradul de utilizare a aplicatiilor mobile va creste Pandemia a avut un efect major asupra dispozitivelor mobile. A accelerat schimbarile comportamentale in randul utilizatorilor, inclusiv cresterea fluxului video, a jocurilor si a cumparaturilor de pe mobil. Pentru a profita de acest lucru, multe branduri au cautat sa ajunga la utilizatori atunci cand acestia sunt deja pe dispozitivele lor mobile, creand o aplicatie. Daca nu ai facut acest lucru pana acum, e momentul sa actionezi. Pentru promovarea aplicatiei, te poti folosi de Google Ads si Facebook Ads. Tipul de campanie din Google Ads este Universal App Campaign, care functioneaza pe baza de machine learning si te poate ajuta sa obtii mai multe instalari de aplicatii si sa generezi conversii. Unde se afiseaza aceste reclame? In Google Search, Google Play, YouTube, Google Display Network, AdMob, Discover din Search si pe site-uri partenere Google. Fiind campanie automatizata, aceasta afiseaza reclamele celor mai relevanti utilizatori pentru business-ul tau.  Cu ajutorul Facebook Ads, te poti folosi de campania numita App Installs ca sa atragi utilizatori noi sa descarce aplicatia sau sa-i convingi pe cei existenti sa comande. Reclamele se afisează pe Facebook, Instagram si Audience Network. Foloseste-te de tool-urile si resursele din online ca sa iti promovezi nu doar aplicatia, ci si site-ul si intreg business-ul. Fii prezent acolo unde sunt clientii tai.   Shopping Ads – un must have pentru eCommerce Intr-o lume digitala in care trendul principal este automatizarea, Campaniile de Shopping Ads, lansate în România in vara anului 2019, sunt un must have pentru magazinele online de tip e-commerce.  Pe langa atractivitatea crescuta a acestui tip de reclame de tip imagine + titlu + pret (implicit o rata de click mare), acestea au si o rata de conversie mult mai buna decat campaniile clasice de Search, la un cost mai mic. Shopping Ads functioneaza pe baza unui feed de produse care trebuie sa tina cont in permanenta de recomandarile Google. In plus, la acest tip de campanie, o singura cautare poate genera o afisare a mai multe produse din feed-ul tau.   Cu siguranta in 2021 Shopping Ads vor fi folosite de tot mai multe ecommerce-uri, iar concurenta va deveni mai acerba.   Acestea sunt principalele trenduri in marketing-ul digital pe 2021, insa intr-un context in continua schimbare, cu siguranta vom avea parte de o serie de provocari neasteptate.  Daca si tu ai un business si ai nevoie de o strategie coerenta de crestere a brandului tau, echipa noastra de specialisti este aici pentru a creste performanta de business prin strategii inteligente de digital marketing, folosind canale precum Google Ads, Facebook/Instagram Ads, Youtube Ads, LinkedIn Ads, Waze si multe altele. De asemenea, agentia adLemonade este partener Google certificat pe zona de export, sustinand brandurile romanesti in a se promova pe piata internationala.
Laura Popa

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