Digital Marketing Annual Trends Report: 12 Experiential Marketing Trends for 2021
Dear Marketing Leader:
Experience marketing has evolved consistent with the speed of technology over the last decade. Changes in how and where we consume content, continue to push brands to be more personal, and place stronger focus on the digital marketing experience.
15 second Instagram stories, during a bathroom break, are the new 30 second TV commercials. Social media videos are provocative, entertaining, moving, and driving real-time engagement.
Viewers retain 95% of a message when they watch a video in comparison to 10% when they read text. Plus, video is shared 1,200% more than both links and text combined (Forbes).
Digital experiences that also connect on an emotional level, and make us feel something in our physical selves, are more meaningful. Growth in the new relationship economy will favor brands that leverage Emotional Intelligence (EQ) to consistently personalize, engage, and connect immediately and transparently.
This annual report is created from our experience with clients, online research publications, articles, books, and videos. It introduces the reader to the latest experience marketing trends, how to build trust, and how to grow your business, in the digital era.
Hope you enjoy it.
Founder & CEO
#1. Leverage Digital Emotional Intelligence to Develop Deeper Relationships
Digital emotions are different from physical emotions, and the future adoption of new devices and applications enhance, connect, and extend human emotions. They are the most contagious through social media because of speed and virality. Brands who are more sensitive to digital emotional cues can use this information to guide thinking, behavior, and decisions across platforms.
When you meet someone face to face a series of nonverbal cues steer your communication allowing you to adjust for tone and attention. Alternatively, on social media you have access not only to what a person is telling you, but also to a cross-section of how they live, and who they really are. For instance, you meet someone seemingly professional and mature in person, to later find out from their social media profile and activities that they are not.
Brands who leverage digital emotional intelligence to create a social media experience, will develop stronger and deeper relationships with their clients; see an increase in repeat business, referrals, and profit; and a shrinkage on customer complaints.
A study by Avery Dennison in collaboration with EVRYTHING, found that Emojis – our modern hieroglyphics- are the fastest-growing language in history with 92% of the online populations using them. By learning how to understand and interpret emotion in a constantly evolving digital marketing word, we’re be able to capture what influences decisions and why.
#2. Personalize Content to Forge Real Connections
2021 is going to be the year of personalized marketing. Not only consumers are quite adept at tuning out generic ads, but 80% are more likely to do business with a company if it offers a personalized experience (EPSILON). People want to relate to other people. Today’s consumers are bombarded with marketing messages that inevitably get tuned out.