The e-marketing segment (online marketing) in 2021 will see a tremendous rise, although the trends are already progressive. The key motivator for this was the COVID-19 pandemic: if by the spring of 2020 the domestic e-commerce market was supposed to reach 5.6 trillion, in the next 3 years, now, according to the minimum estimates for the same period, it will grow to 7.2 trillion.
How not to be left behind in the new realities? It is clear that a successful marketing strategy today, in any case, implies the promotion of services on the Internet, including through setting up contextual advertising, email newsletter, etc. We are familiar with these tools and they will not go anywhere. But the approach will change, and radically. Here are a couple of examples:
- D2C instead of B2B and B2C. B2B is services from business to business, and B2C is from business to client. These paradigms have served us faithfully for many years, but now they are inevitably becoming a thing of the past, giving way to D2C – this is a direct delivery of services / goods from a manufacturer to a client, bypassing intermediaries.
- CDP instead of CRM. Previously, we just created a customer card and recorded all interactions with him there. But now this is not enough and CRM is replacing the complex solution CDP (Customer Data Platform), which accumulates a database from all sources at once – online channels, offline points of sale, etc.
There are many more examples, from AR technologies to unified LTV management platforms. The idea is that today the development of a marketing strategy implements new approaches based on already known solutions. Digital marketing, SEO, ORM – everything is in motion. But, for example, in the field of search engine optimization, a copywriter is no longer focused on keys. And not even LSI words. It works with the PP pattern (aka 10x), and in 2021 only such texts will remain in the top of search results. And now – in more detail on each segment.
If you decide to order contextual advertising, you need to understand that now the main trend here is audience segmentation. That is, dividing it into the most targeted, narrow groups. Previously, such a breakdown was done based on basic parameters, mainly by demography and geolocation. Today, this approach no longer works one hundred percent. Now, at a basic level, it is optimal to segment users according to two types of actions:
- url-pages of your site / blog, which they visited;
- points of interaction with the site (registration, purchase, call).
And then we are already looking at which sites they come to you from, from which devices, at what moment they leave, and further down the list. This approach allows you to use marketing tools in the most targeted way, simply put – to reduce or increase bids for the audience in accordance with your visibility to the end consumer and its importance to you.
Naturally, Google Ads can see all this perfectly. Therefore, the functionality of the platforms is adapting to current realities at an incredible speed. There can be only one advice here – subscribe to their newsletters and study the functionality. An alternative option is to hire a PPC specialist.