4 Digital Marketing Trends You Should Address During Pandemic In 2021

July 5, 2021 by
Yatin Jain
Growth Hacks
Marketing

The COVID-19 pandemic has reshaped the digital marketing landscape, pushing agencies to reimagine their strategies. Trends such as digital acceleration, AI adoption, and customer-centric approaches have moved to the forefront. Here’s a breakdown of key trends shaping digital marketing in the wake of COVID-19.

Account-Based Marketing (ABM)

What is ABM?

ABM focuses on targeting specific accounts (companies) instead of broad industries, enabling highly personalized and impactful marketing efforts.

Benefits of ABM:

  • Improves marketing ROI.
  • Drives attributed revenue.
  • Produces qualified leads.
  • Enhances sales and marketing alignment.

Why It Matters:

According to Terminus, the adoption of ABM programs has skyrocketed, with only 5.8% of respondents in 2020 reporting no active ABM strategy, compared to 23% in 2019. Businesses using ABM achieve stronger personalization and deeper relationships with high-value accounts.

Digital Acceleration

Embracing Digital-First Strategies

With in-person events largely paused, businesses are turning to virtual events, digital campaigns, and online content to engage customers.

Key Insights:

  • Over 80% of marketers observed an openness among customers to innovative digital marketing during the pandemic (CMO Survey, 2020).
  • Digital-first approaches are no longer optional; they are critical for staying ahead of competitors.

AI-Powered Marketing

The Role of AI and Automation

AI and machine learning tools are transforming digital marketing by enabling segmentation, personalization, predictive analytics, and more.

Stats to Note:

  • The AI software market is growing at over 50% annually.
  • Statista estimates the AI software market will reach $22.6 billion, with widespread adoption across businesses of all sizes.

Applications of AI in Marketing:

  • Predictive analytics for better targeting.
  • Automated content creation and distribution.
  • Enhanced lead scoring for improved conversions.

Content Marketing: The Foundation of Engagement

Why Content is Key

As consumers spend more time online, demand for engaging and valuable content has surged.

Trending Content Types:

  • Videos: Short, informative videos dominate, with 27.2% of global viewers watching over 10 hours weekly (Statista, 2020).
  • Webinars: Replacing live events as a primary engagement tool.
  • Podcasts: Average listening time increased to 6 hours and 40 minutes weekly (Edison Research).
  • Interactive Content: Quizzes, infographics, and surveys drive higher engagement.
  • AR/VR Experiences: Immersive technologies capture audience attention and deepen brand connections.

Don’t Forget Written Content:

Emails, thought leadership articles, and SEO-optimized blogs remain powerful tools for lead generation and brand building.

The Importance of SEO and SEM

To maximize visibility and conversions, invest in these three SEO/SEM areas:

  1. Search Intent: Understand and address the primary goal of user queries.
  2. Semantic Search: Focus on query meaning rather than keyword matching.
  3. Voice Search: Optimize for voice-activated search queries.

Conclusion

The pandemic has accelerated the adoption of innovative marketing strategies, requiring businesses to pivot and adapt quickly. From ABM and digital acceleration to AI-powered tools and interactive content, staying ahead means embracing these trends.


About The Author

Yatin is a Principal Consultant at Jivaso, bringing over 15 years of expertise in implementing ERP solutions for businesses across Canada and USA. As a technology evangelist, Yatin is driven by the mission to democratize access to advanced tools once reserved for large enterprises, empowering small-medium businesses to thrive. He is an avid writer on strategies to streamline operations, boost productivity, and accelerate growth for small-medium businesses and startups. Yatin is also dedicated to mentoring young entrepreneurs, offering guidance on product development, community building, strategic partnerships, marketing, and securing funding.

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