For the fourth time during this year full of emotions, the last virtual HUG of 2020 was held and the topic that brought us together was: “Marketing Trends 2021 and new behaviours of the digital user.”
If for some reason you missed it, in this article we will offer you the highlights of this event that, by tradition, brings together professionals interested in applying the Inbound methodology with HubSpot tools.
Our speakers were Juan Carlos Hernández, General Director of HINT and Ricardo Bolaños, Commercial Manager of the same agency, who addressed issues related to the economic impact of Covid 19 for many industries and the accelerated need to talk about new trends in digital marketing.
Platforms in transformation
According to Bond Capital’s 2020 internet trends report, this year was characterized by the use of digital platforms that saw exponential growth in a short time.
An example of this could be lived in Zoom, which reached its place in the records, achieving up to 200 million users. Communication platforms such as Slack registered a 20% increase in messages sent per user as well as other tools that undoubtedly became essential for many companies.
On the other hand, Uber’s shares during 2020 have shown a Covid-related drop in its core travel business and strong growth in its delivery business. According to Uber’s Third Quarter 2020 Results Announcement, its revenue from delivery services and freight transport rose 124% and 32% in sales, respectively.
- Income from mobility (travel) = $ 1.4 billion USD (-51%)
- Delivery revenue = $ 1.5 billion USD (+ 124%)
- Freight business revenue = $ 288 million (+ 32%).
The study of “Consumption in food delivery apps during Covid-19 in Mexico” created by Fin tonic (financial services company), shows us an interesting trend, noting that consumption in restaurants fell by 280%; while food delivery services became the winning apps during the coronavirus, increasing their demand by up to 44%.
During the month of May in Mexico, the use of Rappi increased 44.34%, Uber Eats grew 24.06% and DiDi Food 15.12%.
The GS1 Barometer “SME Manufacturers of the Consumer Industry” indicates that 8 out of 10 consumer companies in Mexico suffered an impact on their sales due to the pandemic, and of this group SMEs were the most affected.
In this way, 60% of companies in Mexico use Amazon to sell and 57% turn to MercadoLibre. The number of companies that made sales in marketplaces rose 9% this 2020. These went from 36 to 45%; while those that made their own sites, went from 21 to 22%.
Upward trend of a particular type of consumer
This year we also found that 90% of digital media shopping experiences included at least 1 Google search related to brands or retailers.
Google found that 44% of online shoppers do not know what products to buy until they find them on the internet.
E-commerce in the new normal
Only in Latin America, Google detected a growth in electronic commerce of 300%.
Similarly, the finding of the Edelman Trust Barometer 2020 report was notable, which highlights a level of user trust and loyalty where 75% of buyers affirmed that they would buy a brand’s product even if it is not the cheapest on the market.
Challenges and trends of Digital Marketing in 2021
In this year we live in an environment where businesses faced needs never contemplated. At this point in HUG # 4, they discussed the specific challenges facing the new year.
Challenge # 1: Understand the digital consumer.
The change in the way of consuming products and services within digital channels forced companies to be more open to implement new tactics that consider the new normal.
In this sense, strategies must contemplate this consumer who is in the midst of an economic crisis.
Blue World City Islamabad, an expert in real estate and market measurements, identified 3 timelines for the regeneration of global markets beyond Covid 19:
In these scenarios, commercial platforms must consider that this consumer has a much more limited budget than it contemplated before the crisis. In this sense, given unemployment and the forecasts for the economy, 2 types of consumers are detected.
People whose economic situation was not affected or was unrelated to health contingencies or lack of income. A market that even saw savings due to lack of options for consumption outside the home, entertainment and travel.
People whose income or expenses were negatively affected by the contingency.
Challenge # 2: Contextual Marketing and Strategy Personalization
During this HUG # 4, they discussed how Google and Facebook have successfully capitalized on training for advertisers on their platforms and how to achieve better results at times of high purchase intent.
According to ThinkWithGoogle , the term “available near me” in regular searches increased 51% globally.
Challenge # 3: Focus on the metrics that matter
Issues such as “increased clicks” or “generate traffic” have become obsolete if we are not able to convert those indicators into customers who pay for services and products.
The optimization of post-click experiences that focus on conversion and under an approach that combines digital advertising and creative concepts will be important for the year 2021.
From this new year the priorities should be:
- Increased conversion rates
- Increased return on investment
- Quality in segmentation
Challenge # 4 Rate optimization to take advantage of the advertising budget
The Covid 19 crisis significantly influences marketing investment. Specialists should focus on cutting funding for traditional channels and others such as direct mail and channelling those resources to payment networks.
It is expected that Google and other digital advertising media will increase their costs in 2021. That is why today more than ever it will be necessary to implement tactics that allow to optimize conversion rates through constant evaluation and measurement.
Trends and predictions for 2021 in the field of digital marketing
Taking the above challenges into account, what are the trends that digital marketers should watch closely?
Trend # 1: E-commerce as a business strategy
The adoption of e-commerce has ceased to be a fashionable trend and has become a necessity. Trends in the world market predict an intensification in the coming years. Data analysis and Google’s Market Finder tool will be very helpful.
To implement ecommerce strategies, it will be necessary to observe the following:
The product information must be correct as well as the clear presentation of the health and safety policies. In tough times, platforms will need to facilitate issues such as cancellations and refunds. Platforms must consider security. 63% of digital consumers only buy from sites that know how to provide and transmit it in their communication.
Trend # 2: Search on digital video marketing platforms
Using video in all types of strategies is decisive for key markets. According to Wyzowl, a multimedia services company, during the year 2021 people will dedicate 100 minutes a day to watch online videos.
According to data from this same company, 84% of consumers affirm that a video has inspired them to complete their purchase process.
You will have to contemplate and master different key social networks: instagram, facebook and the favourite of the centenarians: Tok-tok.
Trend # 3: Machine learning Marketing
Also known as “Artificial Intelligence”, MLM, available for several years, will be strategic to optimize conversions (CRO) and reduce digital advertising investment.
Optimizing tactics and analysing results are processes that take time. Artificial intelligence in that regard has shown that automation and creation of assets such as landing pages and content personalization can be done faster and better.
Other important variants to consider are:
- Lookalike audiences synced to CRM.
- Multivariate Testing
- Dynamic personalization of websites and online stores
- Dynamic qualification of prospects based on histories.
It will be important to observe this learning and apply it in our strategies for next year.
Inbound Educational Marketing
If you are looking for the best digital marketing strategy for your educational institution and have heard about the benefits of Inbound, we inform you what this methodology can do to better position your school on the Internet and attract more students.
Inbound Marketing to increase your student enrolment
Marketing pursues the fundamental objective of highlighting the value of a brand or service to sell more, but not all methodologies are suitable for the same products or cause the same impact on potential consumers.
The Inbound marketing is a great strategy for those products or services that involve heavy investment and, because of it, need to be widely – considered, as is the case with the choice of an educational institution.
Currently, the offer of educational services is very wide, so one of the most effective ways to increase the number of students is to design a marketing strategy that, in an attractive, clear and objective way, highlights the values of your institution and persuade parents and potential students that it is the option that best suits their interests.
The Internet has radically transformed consumer habits: currently 6 out of 10 people actively participate in the online arena. This reality is reflected in the way in which prospects find out about the educational offer, comparing their options online before contacting a school directly.
As a result of these new practices, traditional marketing strategies are becoming obsolete, and more effective digital marketing strategies have emerged to reach consumers.
In addition to the fact that direct mail, brochures and television advertisements have been proven to be ineffective, other disadvantages of this system are that their impact cannot be measured, they involve higher costs and they do not usually have a good margin of return on the investment (ROI).
The experience of educational digital marketing has shown that a quality educational service is insufficient if the web positioning tactics are precarious. Thus, even if your university has the best services, if it does not stand out on the internet, it is basically as if it did not exist.
Adopt the inbound methodology and attract the students you are looking for
The Inbound concentrates its efforts on gaining an understanding of the profile of the consumer which is directed: a methodology based on the premise that the centre of the experience lies in buying the consumer, not the product.
To achieve this knowledge, this strategy builds ideal consumer profiles, called buyer persona, with the intention of detecting and satisfying their needs. Thanks to this segmentation, personalized content can be created to accompany users on their purchase journey.
With an approach focused on helping to detect needs, inform to better choose and propose appropriate solutions, Inbound is positioned in the education sector as a powerful content creation strategy to:
- Attract potential students to choose the educational alternative that best suits them.
- Engage, by offering solutions from the site, blog and social networks.
- Delight with attractive and quality content, to help them clarify everything they need to know before making their decision.
Nothing better than the facts to illustrate the effectiveness of Inbound marketing in the education sector
In 2017, thanks to the implementation of this marketing strategy, the Universidad Anáhuac Mayab increased visits to its website by 2000%. The increase in traffic has resulted in a significant increase in their enrollment and their blog has positioned itself as one of the most visited by university students.
But this methodology not only triumphs in the university environment: the school of basic education Rogers Hall had a 200% increase in traffic since it implemented this strategy to attract students.
Examples abound of schools that have confirmed the benefits of inbound marketing to increase student numbers with the implementation of content strategies.
If you want to join the success stories, just seek advice to design the most appropriate inbound marketing strategy for your educational institution.
Learn more about what Inbound marketing can bring to your university by scheduling an appointment with our advisor.