Key digital trends for 2021

 Here are the seven digital trends for 2021.

1) Changes in B2B & B2C marketing strategies – Creating efficient strategies in lead generation and relationships

As well as engaging, social media now has to deliver sales results, and this is visible when a company begins to measure such results effectively. With the pandemic, some business models have been accelerated, such as online retail, click and collect, frictionless retail, and D2C e-commerce, changing the way companies position themselves to meet customer needs. Today, one of the basic principles of any content strategy is generating leads to build relationship with potential customers.

In the strategic domain, a big hit this year is expected to be big data-based natural language processing (NLP), which should help gain better understanding of the information obtained through big data systems and thus ease user interaction. Other highlights are the Data Warehouse (predictive, prescriptive, descriptive or diagnostic analytics) and Dark Data, which refer to all information that companies collect, process and store in the normal course of their activity, but are not intended for any other specific use.

2) Will 2021 be the year of AR and AI?

We are currently in the third wave of the Internet, a stage where Virtual Reality (VR), Augmented Reality (AR) and Artificial Intelligence (AI) are already part of all (or almost all) aspects of our lives. With these tools, brands can go beyond screens: they can experiment new formats and increase their creativity. However, like all new technology, using this resource requires a large investment in the development of prototypes.

Another factor pointing to the growth of Augmented Reality is the 5G technology, which should soon revolutionize how we connect with the Internet of Things (IoT). In the area of Artificial Intelligence (AI), we can expect a significant advance in technology being used to improve workflows and the buyer’s journey through personalization and hyper-personalization. In marketing, automation should go beyond naming the person to whom the message is directed; however, as artificial intelligence advances, some companies, such as content agencies, may probably be adversely affected.

3) Entertainment, Music, & Games – Creating online communities through influencers

It is often said that one of the paths to the future of social media is entertainment. However, several brands have difficulties in creating attractive content to their customers. An extremely viable solution is to team up with influencers who already do it very naturally. After all, real people connect with real stories, and nothing better than working with great opinion makers to bring entertainment to consumers who are increasingly demanding and seeking true connections.

Another big news is Spotify Studios , launched in 2020, which is aiming to include video podcasts. The gaming world is promising too: for instance, Fortnite has already performed several initiatives, such as including DC Comics characters in the game.

4) Flywheel – The clients are in the center

Several markets have used data captured in the digital environment and creating segment-oriented messages based on the user’s personal characteristics. Now it is time to have these data used not only by the marketing team but by the entire organization in a more strategical fashion aiming to design new products, services and solutions, and place the customer in the very center of all operations. Part of this change is related to the m-commerce, whereby purchase is made via cellphones. By the end of 2021, mobile devices are estimated to generate nearly 73% of the total e-commerce sale record, which entails that we need new digital strategies, especially content-centered strategies.

5) Engagement with purpose – Diversity and inclusion initiatives

Changing people’s lives through the enterprise’s activities is a growing trend in the market. Embracing diversity is currently a challenge for brands of which the public demands a more authentic position and long-term actions. Therefore, organizations should not decide to support a cause if they do not intend to live up to the expectations through actions. For example, if an organization is willing to invest in an LGBT-oriented campaign, it must ensure that its employees hold this ideal, provide job opportunities to this demographic, and treat LGBT people adequately. This is the only way for the campaign to be effective. This applies to any other topic of interest. Brands approaching diversity-related topics is a response to the constant changes in society, but it is necessary to be cautious and avoid superficial approaches.

6) New possibilities – Virtual Assistants, Twitch, TikTok, WhatsApp, Shoploop, & Kormo Jobs

Both voice search and use of virtual assistants such as Alexa and Siri should be taken into account in 2021. With the increasing use of voice search, brands are supposed to produce content aiming at these platforms. Twitch, which is widely used by the gaming community, has gained new audiences. Chinese social media TikTok already has offices in various parts of the world capable of designing solid strategies for brands. WhatsApp has promised to become an important sales tool, especially for small businesses.

The latest is Shoploop, a new video application that has come to compete with TikTok, but it has a more commercial focus that can truly benefit electronic commerce. This new project comes from Area 120, a Google department dedicated to innovation. For now, Shoploop is still in its trial phase, but another novelty, also from Google, that promises to draw attention in 2021 is Kormo Jobs, the Asian LinkedIn, Google’s newest professional tool. Already available in India, it promises to become the newest website connecting professionals worldwide.

7) Creative Talent – Senior professionals with a disruptive leader

With the increasing value of digital marketing over the past months, native advertising and programmatical advertising have joined forces, and now must work cooperatively. Having a team well directed by a manager with robust global experience and holistic vision is of essence. Having a well-aligned team delivering projects by the deadline is no longer enough; it is also necessary to innovate and be disruptive, to have the ability to leverage the social media and content team and assist the marketing professionals to make important decisions.

For example, in 2021 digital teams should create strategies for Bing and Yahoo! as alternatives to Google, and consider programmatical advertising for wearables, including the popular smartwatches. All that must be discussed and strategically lined-up with televised merchandising.

BEAUTY SQUAD| L’Oréal

With the majority of the world’s leading brands investing more heavily in influencer marketing, the risk of these celebrities losing their authenticity and in turn their ‘influence’ is growing.

Taking this into account, L’Oréal veered in a different direction to its competitors. Having uncovered that sponsored blog posts were producing more of a return than most other mediums and channels, the L’Oréal team turned to micro-influencers, signing up five British beauty bloggers to create content on an ongoing basis as it looks to “craft a different type of relationship” with influencers.

The Beauty Squad campaign is steeped in consumer perceptions insights that prove the appreciation their consumers have for more authentic brand experiences.

“Consumers will walk away from influencers that have been bought by brands, where there is no story behind it or are doing just one-offs”, L’Oréal’s UK General Manager Adrien Koskas told Marketing Week. “It depends on us being the biggest beauty brand in the UK to craft a different kind of relationship.”

“When it comes to influencers, we want to shift the industry towards something that is more genuine.”

WHY BEAUTY INFLUENCERS ARE L’ORÉAL’S SECRET WEAPON

World leading beauty company, L’Oréal, have devoted themselves to beauty for over 100 years. They are present across all distribution networks and have the digital marketing to match. The beauty brand are not only innovative in their cosmetics line, but also in their marketing strategies. In recent years, they have used technology to their advantage. The company soon formed bonds with beauty influencers and took on a team of long-term ambassadors.

This influencer marketing strategy is L’Oréal’s secret weapon…

WHAT IS THE ‘BEAUTY SQUAD’?

The ‘Beauty Squad‘ is L’Oréal’s team of beauty influencers (vloggers and bloggers) that undertake the role of long-term ambassador for the brand. In September 2016, it was announced that the squad consisted of: Emily Canham, Kaushal, Patricia Bright, Ruth Crilly and Victoria Magrath. After positive reception, Lydia Millen, Ling KT and Amena were added to the ‘Beauty Squad’ in July 2017.

The squad have an impressive combined viewership of 6.35 million on YouTube and over 5 million followers on Instagram.

General Manager of L’Oréal Paris UK, Adrien Koskas, commented on their new marketing technique and why they chose the influencers they did:

“We strive to connect and engage with our consumers via all touchpoints. We’ve chosen to work with key influencers who are true advocates for our brand and who will speak with sincerity to their audience.”

WHY DO L’ORÉAL USE BEAUTY INFLUENCERS?

According to Influencer Marketing Hub, an influencer is: an individual who has a following in a particular niche, which they actively engage with. The beauty squad of L’Oréal are all well-known for their niche – beauty. Each of the members specialise in one or more of the three categories L’Oréal represent: hair, skin care or make-up.

A significant interview took place with Koskas (GM) for Digiday UK where he revealed why they use beauty influencers. He disclaimed that L’Oréal have always been known for their campaigns featuring celebrities and expert spokespeople. However, “influencers have a different value because they are the voice of consumers“. He continues:

“Through them, we can reach communities we couldn’t reach before, and make the face of L’Oréal Paris more inclusive.”

Further to this, he added that they receive live feedback from the influencers. Part of the ambassador relationship involves the beauty squad visiting the labs where L’Oréal create and test their products. The squad have their say in the creation of the products which is beneficial for the brand.

The purpose of working with influencers is to better inform potential consumers about the brand, its products and its values. It also encourages higher levels of engagement.

WHAT DOES INFLUENCER MARKETING LOOK LIKE IN ACTION?

Across all social media platforms, the beauty squad boast their partnership with the No. 1 beauty brand. In action, influencer marketing in the beauty industry looks like this:

HOW HAS DIGITAL MEDIA AFFECTED L’ORÉAL’S MARKETING?

Since reportedly doubling their investment in digital channels to 30%, L’Oréal has seen a meaningful impact on sales.

The beauty brand jumped on the bandwagon of social media marketing almost immediately after its release and have been big on the platforms. They “need to own the conversation and drive interest in the market” according to Williamson.

When TV and print ads were no longer enough to draw attention to new product launches, the beauty brand turned to digital media.

Always one to lead the trends, L’Oréal invested a lot in working long-term with the beauty influencers. Instagram and YouTube have been the most popular platforms driving sales and engagement.

HOW HAS THIS MARKETING TECHNIQUE CHANGED THE BEAUTY INDUSTRY?

It’s no doubt that influencer marketing has a bad rep. People will see influencers posting one off sponsored posts for brands and feel negatively towards it. It’s all do with how ‘forced‘ an ad looks. With L’Oréal, it’s different. The brand focuses its attention instead on forming long-term human relationships with their influencers.

As a result, sponsored content deriving from the brand gains positive responses. The beauty influencers only post about a product if they genuinely love it and want their audience to know about it.

Despite some controversial comments, all posts are genuine and honest and the influencers still have their independence. They are not tied to L’Oréal in a way that they can’t use or sponsor other brands. That is what makes this marketing technique to real and trustworthy.

This marketing strategy has been revolutionary, with many brands following suit. I would therefore say that it has changed the beauty industry in a very positive way.