January is an opportunity to review best practices and trends for the coming year. A complete summary of the trends identified for 2021.
Here are all the keys to getting off to a good start in 2021 and some ideas for strategies to implement.
Trends in brand reputation :
In 2021, brands must integrate e-reputation as a key success factor. They will need to link corporate communication to the social issues that punctuate the daily lives of their audiences, while taking into account the digital channels that weigh more heavily : media, social networks and influencers. Forge your reputation online using fast and effective formats such as short video for example. Finally, don’t minimize the impact of Fake News that revolve around your brand, they will still be popular in 2021.
SEO trends :
By 2021, it has never been more important to be visible on the internet. To improve a brand’s performance, you will need to focus on the user experience. Whether it is on desktop or mobile, UX will be a key factor for your visibility. Prioritize quality content with structured data, accompanied by a solid internal mesh. Companies will also need to pay attention to local referencing in order to retain customers who are willing to support local businesses.
SEA trends :
Whether you internalize or outsource the management of Google Ads, you will have to think about optimizing your budget, maximizing revenue on high-potential campaigns and targeting the audiences that bring the greatest added value. As far as targeting is concerned, the trend will be towards automation. In 2021, there will also be several types of formats to choose from for your SEA, with creative visuals that dress up all points of contact: Gallery Ads, Showcase Shopping Ads, YouTube, Google Display, Gmail… New KPIs to follow such as the Lost Print Rate or Quality Score are also on the agenda for this new year.
Marketing automation and inbound trends :
Inbound marketing and automation will be within the reach of every company. Stand out from the crowd by placing people at the heart of your automation actions. This will require an excellent knowledge of its target and a personalized message according to its interests. A key word to remember: personalization, and the end of mass mailings of non-targeted and irrelevant email campaigns.
Content marketing trends :
Next year, companies will focus on the quality of unsolicited content rather than quantity. And this will also involve the appropriation of new channels and tools: TikTok, YouTube, live events, newsjacking, streaming, podcast format, or even content digitization. Also prefer quality written content and learn how to arouse the emotion of your audience. Using the audience of your employees should also be part of your content strategy in 2021.
Pinterest trends :
Because 8 out of the 10 predictions announced by Pinterest turned out to be correct this year, it would be a shame to miss the trends for the year 2021! In the lead: travel, well-being, and food.
TikTok and the marketing trends to follow
With a huge commercial potential, TikTok could well become your new favorite communication channel in 2021! And this is already the case for many brands and influencers who have joined the social network during this year. You will also be able to develop your e-commerce activity on the network thanks to the partnership with Shopify. Another marketing trend on the social network is the creation of viral hashtags by brands that ensure visibility.
2021 in color :
The trend will be soft colors representing nature, as a need to reconnect after a rather hectic year! Remember these 3 colors :
Champagne mainsail, color code: #FAEBD7
Gold fortune, color code: #DAA520
Tidal green, color code: #2F4F