Amidst the rise of artificial intelligence, hyper-personalization, the importance of video and urgency, discover the trends that will shape the field of digital advertising in 2021.
digital advertising market in 2020
In March 2020, when the entire world was turned upside down by the COVID-19 crisis, business uncertainty about their future indicated a sharp decline in growth in the advertising industry.
However, this prediction was invalidated: With internet and social media consumption at its peak during the pandemic, the sector owes its immunity to online advertising.
It hasn’t said its last word, and if it represents 55.2% of investments in France to date (source: Magna December 2020), internet advertising should continue its growth for years. year 2021. Beyond the players in advertising, it is brands themselves that will benefit, by finding a new way to grow thanks to a wealth of digital advertising tools.
Faced with this challenge, ORIXA MEDIA, an independent digital marketing agency specialist in the creation and management of multi-lever digital acquisition strategies, offers innovative solutions to help companies and brands of all sizes and all sectors maximize their performance. able to install. , In this article, she reveals 6 digital advertising trends to follow in 2021.
6 trends that will shape digital advertising in 2021
1. Diversify Google Ads Formats
In 2021, take advantage of the diversity and performance of formats that Google Ads offers and deliver creative content across the web. For example, gallery ads are ads built from a selection of “swipeable” images, which are enhanced with a call-to-action. Showcase Shopping ads allow you to display a set of related products. We also thought about Discovery campaigns, which, along with a single campaign, allow customized ads to be displayed on the “Videos to watch next” sections of Gmail, Home and YouTube, as well as on the Discovery section of the Google app. This also applies to Twitter ads or Facebook ads.
2. User Experience at the heart of SEO
The importance of user experience promises to grow in 2021. Starting in May, Google will take into account 3 new UX indicators in its ranking algorithm: Core Web vitals. These are in addition to other page experience criteria, signals that measure the quality of user interaction with a web page. Therefore page loading speed, their interactivity and their visual consistency will now be an integral part of the factors affecting website’s position in search results. That’s enough to encourage you to audit your website to best prepare yourself for this development!
3. Automation in the face of the need for hyper-personalization
There is no doubt that the reign of mass advertising delivering a different message to users with very individual needs is over. Marketing automation solutions now make it possible to deliver messages tailored to the behavior, interests and position of consumers in the conversion funnel. Between email and search ads, digital automation saves time on repetitive tasks while offering ultra-personalized communication without wasting your resources.
4. Augmented Reality
With games like Pokémon Go or filters on Snapchat, Instagram or Messenger, augmented reality has become widely democratized and is now an integral part of the digital landscape. From a marketing point of view, this constitutes an opportunity for users to highlight their products and their universe by providing a unique experience, which goes from the role of the audience to the role of the actor in the advertisement.
Over the years, chatbots have experienced a growing success which cannot be lost in this new year. In fact, the rise of conversational marketing as well as strong demand for ultra-personalized service suggests a bright future for these tiny robots, the fruit of artificial intelligence, that can answer Internet users’ questions in real time. and can communicate naturally.
Why adopt a chatbot? On the one hand, the speed and relevance of user feedback maximizes your chances of conversion, and on the other, you minimize customer service-related expenses.
6. Communicate Via Instant Messaging
Instant messaging apps are a part of our daily lives when it comes to communicating with our loved ones, but the channel is well on its way to becoming the new space for exchange between brands and their community. By cementing the closer connection between businesses and consumers, WhatsApp and Facebook Messenger are positioning themselves as the promised land of hyper-personalized customer service.
In addition, other trends are emerging at the start of the year. First, mobile first, which will have to be followed closely, but also Youtube ads, which should grow in proportion to the consumption of video content. We can also anticipate the manifold presence of brands on new major search engines, such as YouTube again, as well as on Google Maps or Marketplace.