The marketing trends that have dominated this 2021

Learn to master the coming changes in marketing before it's too late! We explain what were the marketing trends that set the tone for the most important changes in strategies worldwide.

In order to create a good marketing strategy you have to be constantly informed of the latest market trends. Learning about marketing trends will not only help you keep up with the competition, but will also help you read market behavior and anticipate new trends.

Trends in marketing strategy

Adapting to user concerns

Marketing priority has shifted from selling to anticipating user concerns. This means delving into our users ' intentions beyond figuring out the best way to sell them a product or service.

Focusing on the user's concerns involves providing value, helping in the resolution of problems and needs, adapting to the buyer person and finally anticipating future demands.

The storydoing

The storydoing it goes beyond storytelling, transforming user storytelling into engaging users and creating their own experiences. In storydoing the focus is on identifying the message we want to tell, what we want to provoke in the audience and finally the result we want to achieve.

Mastering streaming content

The era of streaming services began with Netflix and has not stopped growing. OTT service applications follow the phenomenon of television channels in which they multiply and compete with each other.

The struggle to become the app of choice for users has become a real battle royale in which brands like Amazon, Apple and Samsung not only seek to have a large library, but to produce their own content.

Growth of gaming

The video game sector in all formats and modalities has grown to surpass the traditional sports sector.

And not satisfied with this, it is expected to continue to grow in the eSports sector.

Becoming a high demand advertising channel, more and more brands include them in their strategies.

Trends in format and technology

TV shopping

Sales platforms are spreading across all possible applications and formats and TV is no exception. We're not talking about typical shoppable TV infomercials, but secondary shopping screens and QR codes.

Virtual events

The pandemic became the perfect occasion for the digital transformation of traditional and analog media in many markets. Although there is still a long way to go at the technical level, virtual events are focused on training to capture and mature potential leads. 

All this under the premise of a totally new experience, instead of copying the face-to-face format to the virtual one.

Automated customer journeys

Customer data platform tools help us create and manage highly personalized customer journeys. These have been especially useful to know more about consumer behavior and habits.

Customization options have come to artificial intelligence and the machine learning to ensure a complete customization of communication with the customer.

Programmatic advertising

Programmatic advertising has gained momentum in recent years, with wearables, streaming platforms, online radio and podcasts. All of them stand out for the amount of information we can collect from the user.

Artificial intelligence and augmented reality

As we mentioned before, artificial intelligence has an increasingly relevant role in marketing processes and comes from the hand of augmented reality. All this with the purpose of customizing the online purchase process to the maximum and thus guarantee the best user experience.

Biometric Identity

Identification through facial recognition, iris, fingerprint and other physical ranges has improved the ease and security of digital payments. The use of biometric identity has created a rise in confidence in the ecommerce.

Natural language processing (NLP)

Natural language processing is one of the newest trends in marketing and big data. In order to help systems better understand the information obtained and allow more natural interactions between software and users.

Trends in Google

Google Analytics 4

The new version of Google Analytics it seeks to analyze user behavior beyond the digital platforms they use. The newest feature of this update is the App + Web property, which analyzes the customer lifecycle.

The fall of third-party cookies

Although cookies have been the tracking method for advertisers and advertising platforms for decades, it's time to watch them go. This to open the way to new technologies that help segment without threatening the privacy of users.

The future is approaching with leaps and bounds and to stay current in the market we must adapt to new technologies and strategies and innovate in them. In an age plagued by great technological changes, as well as unexpected world events, the best opportunities are there for those who can keep pace with the world.