Mumbai: 2021 has been touted as the year of the ‘new normal’ and it has turned out to be in many ways. The second wave of the Covid-19 pandemic this year not only affected every aspect of our lives, but also had an impact on how businesses have further realigned their operations around the world.
Stepping up the migration to a digital environment in 2020 has become the only viable option to stay on the map for many companies, which in turn has had a huge impact on their digital marketing strategies.
The “new normal” has kept alive the status of digital marketing as the need of the hour for businesses to stay afloat, gain new customers, retain current customers and generate revenue. Staying ahead of the digital marketing game goes beyond just understanding and applying industry basics.
As we say goodbye to 2021, it’s time to analyze the trends that have reigned supreme. By analyzing past trends and staying abreast of ongoing changes, marketers in India will be better prepared for the coming year.
Automation was at the top of every marketer’s strategic pyramid this year and has played a pivotal role in providing brands with more detailed insight into the behavioral patterns of their users. Our research estimates that some brands have even seen a 30-35% increase in leads generated after implementing automation software. Thanks to the collaboration of each channel, brands were able to create a unified customer experience, thus facilitating a smooth journey.
Personalized AI-powered marketing strategies:
According to industry research, 70% of companies observed personalized AI-driven marketing strategies yielded around 200% ROI, while 86% of brands noticed spike in activity after onboarding. Thanks to AI, marketers were able to make product recommendations to users, hyper-personalization of messages, display and search ad optimization, email marketing and even content marketing by discovering what works best and what type of content is most effective. Overall, this has allowed brands to have better engagement with their customers and has boosted customer loyalty and retention.
The number of live streaming platforms and streamers has increased mainly since the start of the pandemic in late 2019. With the use of live streaming this year, consumers have yet another opportunity to gain better brand information. , products and discover the character of brands. Through real-time interaction, live streaming has become a powerful way for brands to create a better relationship with their consumers and to expand audiences for their flagship events and new launches.
Continuous visibility on various live streams allowed brands to benefit from better engagements. The live streamer community is just starting to grow and live streaming will continue to play an exceptional role in 2022 as well.
According to a Google KPMG report, 70 percent of Indians find local language digital content more reliable; 88% of Indian internet users are more likely to respond to digital advertising in their local language than in English.
We have seen digital marketing evolve into the vernacular in a holistic way. Brands have actively started to transcend literacy agnostic content in all formats – audio and video to target consumers across the spectrum. For example, if you watch the latest branded video for Baidyanath Chyawanprash, all communication is mostly in Hindi because North India is their target location. Even media banners and social media grip communication follow the same route. This year there have been several examples of brands like Britannia Good Day (in Tamil), Ola Autovin Home Delivery (in Tamil), Goodknight Fabric Roll-On (in Bengali), Sunfeast YiPPee (in Malayalam) that have been among the more views. YouTube ads in the regional language.
Nano influencers and creators
Nano-influencers were one of the main facets of all the major ongoing campaigns and have helped provide brands with valuable brand awareness and recall to a niche audience. They often see the highest engagement percentage because they have a smaller, more tightly knit community of followers. According to the INCA report, the average engagement rate for nano-influencers in India is 30%, while for micro-influencers it is 14.5%. For mega and macro, it amounts to 18.2% and 12.7% respectively. We observed that big brands spend around 20-25% of their brand promotion budget on influencer marketing and mostly focus on nano-influencers who can reach their target group.
Voice To look for
has emerged as a new market for marketers. According to research estimates, 65% of smart speaker owners don’t want to return to a life without a voice-activated assistant. Smart speakers will continue to change the way people interact and spend.
Technology will continue to take the lead in the new year with solid technological advancements, forward-thinking marketing tools and strategies. 2022 will be the year to further seize opportunities, take the lead, and take the necessary actions to capitalize on customer behavioral trends to get the most out of digital marketing.
(Shreyansh Bhandari is COO and co-founder of Lyxel & Flamingo, while Shikha Abrol is media strategist at the same company. The opinions expressed in the column are personal, and Indiantelevision.com cannot subscribe to them..)