202 1 20 Important Trends of Digital Marketing (Recommended Collection)

The year of 202 1 has arrived. What will happen in digital marketing? How should brands respond? This article comes from the market &; Network environment, consumer expectation, media &; Starting from three aspects of marketing, this paper sorts out 20 important statistical contents about future marketing trends, hoping to provide reference and guidance for brand owners and marketing workers.

1. The global advertising economy is recovering, and the China market will grow by 9.2%.

According to the mid-2020 global forecast report, the COVID-19 epidemic has greatly changed the global advertising economy, and the global advertising industry expenditure will decrease by 1 1.9%. At the same time, it is predicted that the advertising industry will recover rapidly in 20021year, and the global advertising except the United States will increase by 8.2% in 20021year. While the China market will grow by 9.2%. Among the top 10 markets, Japan (15%), Britain (12.6%), Germany (10.6%), Brazil (15.0%) and Australia (25.5%).

2. Mobile Internet advertising accounts for nearly 90%, further crowding out PC advertising.

The report shows that the proportion of mobile terminals is close to 90%. It is predicted that in the next two years, OTT and intelligent hardware will further occupy PC advertisements, from 1.9% in 20 19 years to 7. 1% in 2022. By that time, PC advertising may only be 4.6%.

3. The activity of mobile Internet users continues to increase.

Affected by the epidemic, the users of the whole network have further deepened their dependence on the mobile Internet, and the average daily usage time and the number of opened apps have improved to some extent.

4.5G commercialization is fully popularized, and user terminals are fully iterating.

The smooth experience brought by 5G technology allows users to take the lead in deep use in video, social networking, games and other fields, and the impact of 5G iteration on cmnet has also quietly occurred.

5. Offline life scenes are constantly shifting to online integration.

With the all-round development of the digital economy, offline life scenes have shifted to online, and the scale of users in shopping, consumption, life, office, travel and other industries has increased rapidly, and the usage of users has also deepened, especially for people over 46 years old, which has become an important growth point for the comprehensive deepening of the mobile Internet.

6. Consumers are more loyal to brands consistent with their own values.

64% consumers around the world will buy brands that are consistent with their beliefs and principles. The concept of "voting with wallet" is becoming more and more common, and consumers are loyal to brands that conform to their own values.

7. Users expect to participate in brand activities at a deeper level.

Research shows that 56% people have participated in brand activities at least once in the past year. Most of the respondents participated in the activities at a lower stage-32% participated in the brand dialogue, but the deeper and more devoted forms of participation were also fully reflected. 265,438+0% provided online advice on products or services, and 65,438+05% provided direct design advice, which reflected strong brand participation.

Marketers can stand out from the competition and maximize the interests of customers and brands by formulating interactive strategies that are conducive to deeper participation.

8. Consumers' sense of identity has gradually increased.

Identity is unique to individuals. Consumers are challenging the status quo, getting rid of rigid definitions of race, gender and sexual orientation, and looking at identity in a more fluid and customized way. It is expected that in the next few years, this liquidity will develop into all aspects of identity and enter new product categories. Consumers are willing to understand and express themselves and their position in society.

9. Advertising revenue of media types close to cash and users is growing faster.

New media continue to compete for the advertising share of mainstream media. The development of 5G has not only promoted the development of the Internet industry, but also promoted the development of new advertising forms. New channels may become a new ceiling for the growth of advertising revenue in new media. E-commerce and information platform advertising revenue grew rapidly.

10. The digital expansion of traditional media advertisements continues to increase.

In 2020, the digital expansion of TV, radio, print and outdoor advertising will reach 3 1 billion dollars, accounting for 13% of the total advertising activities (up from 22 billion dollars five years ago, or 7%). It is predicted that digital expansion will continue to occupy the share of traditional advertising, but the pace will slow down to 2024, accounting for 65,438+06% of traditional media advertising expenditure.

Video content is the most popular form of digital content.

Video marketing is a hot topic, and video content has a great influence on consumers' purchase decision. The data shows that 70% of consumers said they like the brand video. 72% of enterprises said that video has improved the conversion rate. 52% of consumers said that watching product videos made them more confident in online purchase decisions. 65% executives visit the marketer's website, and 39% executives call the supplier after watching the video.

12. The live broadcast will continue to release great potential.

It is estimated that by the end of 2022, live advertising revenue will account for 265,438+0% of the total advertising revenue of e-commerce. E-commerce live broadcast can improve the purchase conversion rate and user experience by activating users' perceptual consumption and real-time interaction. It is estimated that the annual growth rate from 20 18 to 2022 will be 1 15%. Tik Tok and Aauto Quicker are the main live broadcast platforms. However, Taobao is actively catching up and using Taobao live broadcast to bring traffic and turnover to its e-commerce platform.

13.AI blessing programmatic advertising will break out.

202 1 will reveal that the biggest advertising trend may be the explosive growth of programmed advertisements that realize the automation of advertising purchase through artificial intelligence (AI). This will enable the brand to target a more specific audience. The AI management programming platform can use directional signals for each advertisement or advertisement series through any given channel to enhance real-time adaptability.

14.78% of advertisers will increase their digital marketing budget, and digital marketing will usher in a "bull market".

According to the report, the epidemic did not affect advertisers' investment confidence in digital marketing. The actual growth rate of digital marketing in 2020 is 16% (higher than expected), and the expected growth rate in 20021year will return to 20%. It is estimated that 78% advertisers will increase their spending on digital marketing in 20021year.

15. New media marketing has attracted advertisers' attention and budget investment.

According to the survey data, the types of advertisements that advertisers will increase their marketing budget in the coming year mainly include content marketing (KOL promotion). ), e-commerce advertising and information flow advertising. Live marketing and short video marketing, which have the highest KOL participation rate, have become the core marketing models that more than half of advertisers pay most attention to with the selection rates of 52.8% and 5 1.7% respectively. In the future, KOL and new media marketing will also become more and more important marketing budget investment targets for advertisers.

16. Advertisements with both display and effect are favored.

Information flow advertising and e-commerce advertising, which have both brand display and effect delivery, have a faster overall growth rate than Internet advertising. The type of advertisement has moved from display to "display+effect". It is estimated that by 20021,the proportion of e-commerce advertisements and information flow (including information platform and short video platform) advertisements will reach 40.0% and 25.2% respectively.

17. Content marketing is still the focus of brand owners.

The survey data shows that content marketing is the digital marketing phenomenon that 77.5% brand owners are most concerned about; At the same time, content marketing such as soft text and product placement has surpassed display and search, and become the main advertising form for 5 1.7% advertisers to increase their budgets.

18. Omni-channel marketing model has attracted much attention.

According to the survey, 62% of enterprises have adopted or plan to adopt omni-channel marketing strategy. In addition, 70% of enterprises said that omni-channel strategy is very important, very important or crucial to their success.

19. The trend of marketing automation is developing rapidly.

In the next few years, the annual growth rate of marketing automation will reach more than 20%. It is predicted that the market scale will reach 865 billion US dollars in 20021year and will exceed 100 billion US dollars in 2022. Nearly 60% of the leaders expect to increase the budget and investment of marketing automation in the next 12 months. According to the survey, 67% of top marketers have trusted marketing automation, and more than 20% of marketers are conducting marketing automation. It is easier to convert potential customers through automated training activities, customized and extensible content, scoring and tracking results.

20. Brand owners urgently need to change to agile marketing strategy.

The economic recession caused by the epidemic has forced large-scale and rapid changes in consumer behavior, that is, from physical stores to digital channels. Therefore, enterprises need to formulate a new strategy: turn to an agile digital channel strategy that can meet customers' needs, otherwise they may face an outdated situation in the already severe market. The formulation of agile marketing strategy should be based on a single and unified view of enterprise customers. 67% of the CEOs surveyed said that they increased their exposure on social media; 57% of the CEO interviewed said that the digital platform has been greatly improved to better meet customer needs.

This article refers to reports and articles:

QuestMobile: Autumn Report of 2020 CMNET

QuestMobile: cmnet Annual Report 2020-Part I

Second-hand Marketing Institute: 202 1 China Digital Marketing Trend Report

Deloitte: Global Marketing Trends in 20021year

M: Global Consumption Trends in 2030

IResearch: Annual Insight Report of China Online Advertising Market in 2020

Group cities: global mid-year report

A Hundred Rivers of Benefits: 20021Year Marketing Automation Trend Report

CTR: China Advertising Market Trend in 2020

PricewaterhouseCoopers: Outlook of Global Entertainment and Media Industry in 2020-2024: China Summary

What is the future of video marketing after 20 19? [infographic]

Omni-channel marketing optimization information map

Top 5 advertising trends in 20021year

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Related reports can be downloaded from applets.