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Marketing Channels: The Digital Marketing Trends for 2021

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Marketing Channels: The Digital Marketing Trends for 2021

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As you strategize your marketing efforts for 2021, it’s important to understand how the digital marketing landscape is evolving. New technologies, tools, and tactics are coming to the fore, changing marketers’ promotional strategies across marketing channels.

In this presentation, seasoned experts Pinar Ünsal, and Zaryn Sidhu shared their insights on SEO, PPC, and Paid Social trends.

These slides were presented at the SEMrush webinar "Marketing Channels: The Digital Marketing Trends for 2021". Video replay and transcript are available at https://www.semrush.com/webinars/marketing-channels-the-digital-marketing-trends-for-2021/

As you strategize your marketing efforts for 2021, it’s important to understand how the digital marketing landscape is evolving. New technologies, tools, and tactics are coming to the fore, changing marketers’ promotional strategies across marketing channels.

In this presentation, seasoned experts Pinar Ünsal, and Zaryn Sidhu shared their insights on SEO, PPC, and Paid Social trends.

These slides were presented at the SEMrush webinar "Marketing Channels: The Digital Marketing Trends for 2021". Video replay and transcript are available at https://www.semrush.com/webinars/marketing-channels-the-digital-marketing-trends-for-2021/

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Marketing Channels: The Digital Marketing Trends for 2021

  1. 1. Marketing Channels: The Digital Marketing Trends for 2021 - SEO, SEM & Paid Social Pınar Ünsal
  2. 2. PINAR ÜNSAL One of the founders of Kubix Digital, a search-focused digital marketing agency based in Istanbul & Berlin More than 15 years of experience in search engine marketing Ex-Googler & was part of the ‘landing crew’ heading up Google’s Turkey office back in 2006 Judge for the US Search Awards since 2016
  3. 3. 2020! What A Year … Learnings from 2020 4
  4. 4. 4.66 Billion 60% 2020 6 Billion 75% 2022 7.5 Billion 90% 2030 2.5 Billion 45% 2013 A Couple Numbers First - Internet Users Worldwide Source: October 2020 UNITED NATIONS; GSMA INTELLIGENCE; ITU; GLOBALWEBINDEX; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS AND INVESTOR EARNINGS ANNOUNCEMENTS
  5. 5. Covid-19: Increase In Online And Digital Activities Source: April 2020 Digital 2020 April Global Statshot Report
  6. 6. Seasonality Has Changed Significantly Due to Covid - Shi t In Demand ⋆ People are working remote and are commuting less → leaves more time to search, watch/read online ⋆ COVID-19 acting as a catalyst to bring many more older people online, organisations can now use digital to reach a wider variety of audiences than ever before ⋆ Shift in travel: People are looking at staycations and holidaying locally ⋆ People spend a lot more time on Social media platforms for socializing, watching videos & e-learning Volumes of searches have changed leading to more opportunities in the SERPs
  7. 7. Christmas Shopping 2020 Search Queries People are in their homes more and are therefore investing in home improvements
  8. 8. 2020 In Summary For SEOs December core update
  9. 9. Winning Domains A ter The Core Update - Total Gain in Visibility Index Source: Path Interactive Lily Ray - 1,000+ Winners and Losers of the December 2020 Google Core Algorithm Update
  10. 10. Losing Domains A ter The Core Update - Total Gain in Visibility Index Source: Path Interactive Lily Ray - 1,000+ Winners and Losers of the December 2020 Google Core Algorithm Update
  11. 11. 2021 Tips For You To Get Ready For 2021 12
  12. 12. PPCs: AI / ML Will Get Better & Will Be Used More → Start Using It
  13. 13. SEOs: Get Ready For CORE WEB VITALS - Core Update Planned For May 2021
  14. 14. Make Sure That LOCAL Is At The Heart Of Your Digital Marketing Strategy From global companies to small SMEs, local is going to be key moving into 2021 ➔ We have learnt how to be reactive and had to optimise GMB more than ever ➔ Consumers are supporting smaller businesses more than ever ➔ With more of a focus the landscape may become more competitive. Source: Claire Fair - Impression “How to tackle the shifting search landscape with SEO in 2021” Searchmetrics November 2020
  15. 15. Focus on the INTENT of your keywords & understand how they are interpreted across multiple channels You need to have long term strategies that are agile in place to be successful in 2021 ➔ Informational content is more important than ever → Many new online shoppers ➔ When optimising for transactional vs information search intent identifying your competitor landscape is key ➔ Working collaboratively with other channels to gain intent insights for your business should be a focus → Big picture strategy will become more valuable Source: Cloire Fair - Impression “How to tackle the shifting search landscape with SEO in 2021” Searchmetrics November 2020
  16. 16. 10 SEO/PPC Trends To watch For In 2021 1. Artificial Intelligence Will Play a Larger Role in SEO/PPC 2. Voice Search Will Impact Search Queries → 55% households with smart speakers 3. Mobile-Friendliness Will Impact Search Rankings 4. Content That Fulfills the Google EAT Principle Will Rank Higher 5. Diversification is key for a winning PPC strategy → Test LinkedIn Ads 6. Featured Snippets Will Become More Prominent 7. Predictive Search Is Set to Improve → Google Discover 8. An Effective SEO Strategy Will Need to Include Video 9. Image Optimization Will Play a Larger Role in Search 10.Data and Analytics Should Become Your Priority If You Want to Remain Ahead in Rankings & see the big picture of you digital marketing efforts
  17. 17. People Want More From Brands Since COVID-19 Source: GlobalWebindex Report September 2020
  18. 18. 19 Thank You!
  19. 19. Merry Christmas and a Happy New Year! Questions? 20
  20. 20. Zaryn Sidhu, Digital Marketing Strategist 📍 New York City, US Market & Hustle
  21. 21. 3 Hours, 10 minutesAvg. Time Spent on a Mobile Device in the U.S.
  22. 22. COVID-19 Has Accelerated Global Social Media Consumption, and User Penetration
  23. 23. Facebook & Instagram continue to dominate the social users’ attention.
  24. 24. Facebook Has Moved Quick to Address Consumer Behavior Change
  25. 25. 1st Party Data Will Continue to Drive a Competitive Advantage OPPORTUNITIES & WATCHOUTS: • CRM List & Lookalike Audiences • RTG Pools, Cookies, and the Conversion API
  26. 26. Dynamic Capabilities Are Now a Staple for High-Performing Campaigns • Placement Optimization • CBO – Campaign Budget Optimization • Dynamic Ads • DPA: Dynamic Product Ads • DABA: Dynamic Ads for Broad Audiences ENABLE FLUIDITY:
  27. 27. Omni-channel Wins Big for Brick & Mortar Retailers with Growing E-comm Programs OMNI-CHANNEL TACTICS: • BOPIS • Store Traffic & Offline Sales • DPA as a Hybrid Tactic
  28. 28. A Winning Paid Social Strategy on Facebook in 2021 Leverage Your 1st Party Data Enable Fluidity & Let Facebook Optimize Think Omni-channel With Your Tactics /MarketHustle

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