Internet marketing trends 2021 in Russia
Is it worth trying to look into the future and predict trends after the coronavirus pandemic suddenly turned everything upside down this year and showed how naive and unreliable assumptions and plans are? The world has reminded us of its unpredictability, but fortunately, at least digital marketing remains relatively stable, because it is online, where there is no coronavirus. Of course, it can also bring surprises, but we can already talk about some trends that are highly likely to play a significant role in 2021.
And so your attention is drawn to 5 the most important new digital marketing trends of 2021 in Russia, which will be in demand by all brands around the world.
It is a controversial topic, but relevant, and will likely remain so in 2021. Already, most companies tend to show ads to the most interested users, and people want to see recommendations that match their interests, and are less worried that their smartphone is “following them”.
While some experts say that personalization is a perfect necessity, others warn that it makes it difficult to find and engage a new, not yet interested audience. Nevertheless, in 2021, we are very likely to continue to live in a world where not only advertising, but also the news feed or social networks are selected for us based on our tastes and preferences.
Native advertising in Social Media
It will still remain one of the key tools of digital marketing. It’s not just about partner materials or sponsored posts-native advertising is evolving at the speed of light and offers new ways to attract users to interact.
Interesting formats include funny masks and filters on Instagram, branded stickers, and native ads on TikTok, which is becoming an increasingly effective platform. Simple, interesting and most importantly useful content in popular and close to the audience social networks helps to increase brand awareness, trust and loyalty of consumers.
For example, Netflix is actively developing an entire channel, The Swoon, on Instagram and YouTube, in order to attract the audience to its new direction – Asian TV series.
Video Content is a king
People like to watch videos. Not using their interest in this format is a serious mistake. However, competition in this area is growing rapidly, and we have to invent more and more original formats to compete with those who make truly professional content to attract an audience.
Among the pros is the Chanel brand, which recently released a video with the famous actress Marion Cotillard and accompanied it with a series of videos about how this video was shot, how a song was recorded for it and how the actress was made up.
Popular and useful YouTube channels are already hosted by the culinary brands Maggi and Heinz, which invites Ed Sheeran to advertise, the Russian perfume chain “Golden Apple”, which makes videos together with bloggers, as well as the brands AXE, Samsung, Lego and many others.
AR and VR
Augmented reality (AR) and virtual reality (VR) technologies open up completely new opportunities for interacting with the audience and engaging consumers. For digital marketing purposes, you can use QR tags, AR games, special applications, digital animations, and virtual reality glasses. The use of such technologies demonstrates that the brand can be considered advanced and able to offer the customer an interesting, memorable experience.
For example, IKEA already has an AR application for selecting furniture, which allows you to use your smartphone to see how the selected sofa, table or chair will look in a particular room.
Automation is not just a buzzword, but an effective tool, including for digital marketing. Programmatic advertising, designed to automate the purchase and sale of advertising in real time, eliminates the long and burdensome process of the usual search for advertising resources and sites. Automated systems work quickly and show information to the most interested users.
Programmatic advertising uses the above-mentioned artificial intelligence and machine learning to quickly analyze huge amounts of data and find the best options for brand promotion.
These are the most significant new digital marketing trends of 2021. And we are ready to implement all of them for the projects of our clients!