6 Trends in Online Marketing in 2021

Online Marketing - a dynamic industry that is constantly evolving and opening up new digital opportunities. It is precisely in this special year of 2021 that the era of digitization has taken a major step forward. As a company, you can no longer avoid a functional and user-friendly website. With optimized Online Marketing you will reach your target group via Social Media, Search Ads or SEO. But Online Marketing is more. There will also be innovations in the field of Online Marketing in 2021 that you should not miss.

You can expect these trends in 2021:

1. Google's Latest Update – Google Core Web Vital

Google Page Experience Update - This update has been active from May 2021. From then on, the Google Core Web Vitals will become a ranking factor. Non-AMP pages may also appear in the top results in mobile search. Page speed update, HTTPS security, mobile device optimization and avoidance of annoying interstitials (a form of interruptive marketing), as well as refined statistics regarding load time and usability are ranking factors for a page's discoverability. These statistics are called Core Web Vital by Google. As promised, Google announced the update six months in advance. This has given smart marketeers the opportunity to prepare extensively for the update and to adequately analyze and optimize their customer's websites.

Companies that do not offer their customers the best user experience will be penalized by the new update and lose a possible good ranking. So it's time to take another look at the website.

2. Smart Bidding in Google Ads

Search Ads are not a new trend in Online Marketing. But one of the trends in Online Marketing for 2021 is smart bidding in Google Ads.

This is how Smart Bidding works:

Via Google it is done via a live auction system. The term "command" can be taken literally. When a user enters a certain search term in Google search, an auction starts in a split second for several advertisers who have booked a suitable keyword in their account. The maximum default bid is used as the basis for the auction. The advertiser who placed the highest bid wins the auction and appears first in the search results list.

3. Marketing Automation

Do you want to cut back on your budget for lead generation in 2021? Marketing Automation is perhaps the most efficient marketing method. Marketing Automation is often mentioned in combination with the keyword “artificial intelligence”. Marketing Automation is used when marketing is deployed more effectively with the help of automation by using digitization as a basis. Think of a Customer Relation System (CRM) that has been developed for Marketing (such as Hubspot). Examples are also the digital evaluation of big data for lead management, which can evaluate, use and even predict user behavior without wasting data.

4. Video Marketing - Score With Moving Image

Marketing using videos is not a new trend. Video marketing is becoming increasingly important, especially in B2B, though. The videos come with a number of attractive benefits for your company. Especially when they are professionally made and suitable for different areas of application. And most importantly: Google, as the most important search engine in the world, rewards you with a particularly positive ranking with added value for users and the corresponding length of stay.

5. Top of Google with Rank 'zero' – Featured Snippet

SEO is generally about optimizing the website to come first in the generic search results. In 2021, however, it will be more about reaching “Position Zero”. "Position Zero" refers to Google's "Featured Snippet". Optimizing for this snippet works differently from other search engine listings. First of all, it is displayed in a small box separate from the other search results and is always at the top of the search results. Most importantly, it displays additional, relevant information and tries to answer users' questions without them having to click on it, which is where the term "no-click search" comes from.

6. Short Videos - Result Oriented Advertising – TikTok & Instagram Reels

Short videos are also a major trend in Online Marketing in 2021. Classics in this context are short videos on TikTok or the Instagram Reels, which have been available in the Netherlands since May 2020. The share percentages often lead to positive multiplier effects for your company. Ideally, you should make a short video that goes viral - the best prerequisite for optimal advertising effectiveness on the Internet. The sharp sequences are especially interesting for anyone who surfs the internet with their smartphone. Short videos are also extremely strong in China. WeChat has started its own service for this and is used intensively by users. This service is also widely used by B2B companies, for example for live streaming of trade fairs, interviews or short production videos.

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