2020 was challenging for almost every eCommerce business. When the pandemic hit in March, eCommerce retailers had to rethink their marketing strategies and adapt to the fact that practically all of their customer base was at home for long periods of time, reducing the need for certain items or products. Marketing messages had to change, evolve, and adapt and, soon after, eCommerce sales rocketed as people spent more time browsing social media and seeing products and ads. This is one of the main ways marketers and eCommerce brands adapted and overcame a potentially damaging situation.
As we move through 2021, digital marketing trends are harder to predict than in previous years. Last year, the trends many marketers predicted never happened due to the pandemic. Others emerged out of the blue, making 2021 a difficult year for planning and strategizing, especially in eCommerce. So, with this in mind, here are just a few of the eCommerce digital marketing trends that are set to be big in 2021.
Live streams
The “Stay at home” advice meant that events were canceled worldwide, with people unable to attend live and in-person events. Many of us were unable to spend time with friends and family, which led to a huge uptake of people tuning into and investing time in the video and live stream services. Whether it was a branded live stream, influencer takeover, or even just a live video from a celebrity, people couldn’t get enough of the content. Facebook alone saw a 50% increase in users’ viewing live content, whilst there was a 70% increase on Instagram.
Perhaps the biggest thing to come from 2020 was the digital platform TikTok, with dance trends, cooking hacks, and even TikTok influencers becoming the new norm. This is predicted to expand further in 2021, with many eCommerce brands taking advantage of TikTok and other similar services such as Instagram Reels.
Sustainability
Last year, 81% of consumers felt that companies should play their part in helping the environment. With more and more of us becoming aware of the damaging effects our lifestyles are having on the environment, it is no surprise that many are looking to see what brands and businesses are doing to reduce their impact too. Over the past few years, there has been a shift in brands creating a more sustainable approach, from the materials they use to the packaging options they have in place.
More and more brands are creating sustainable options for customers, with almost every industry getting involved. Whether it’s sustainable bamboo baby washcloths or “melting” packing peanuts that dissolve in water, it’s no surprise that brands are working hard to show their brand sustainability, and this is set to continue into 2021.
User-generated content
Customer experience has never been so important, and many eCommerce brands are picking up on this. Consumers and customers want to have enjoyable experiences when they spend money with a brand – if they have a bad experience, they will be unlikely to return. They also want proof that the brand they are buying from is legitimate, and one way which brands can do this is through user-generated content.
User-generated content is perhaps the best content you can provide, especially on your social media feeds. It helps strengthen your brand and the accompanying community you build on social media, and it can be the most relatable content for potential customers. When restrictive measures are in place all over the world, brands may find that they are struggling to create the right content for their website, advertising campaigns, or social media feeds, which is where user-generated content comes into play.
Allowing customers and consumers to create content for your brand not only cuts costs, but it allows the relationship between customers and your brand to develop. User-generated content has been a highly effective way for brands to create relationships with their customers for years, and this is set to continue in 2021.
Guest posts are free provided they are original and relevant
