“What Google Leaders from across EMEA predict marketing trends analysis are for 2021?”

Digital Marketing Trends in 2020 was mostly about content marketing and shoppable posts. Due to various factors such as the impact of the world news and the world economics, it shifts demand and consumers’ view curves.

Following is what the marketing predictions are for Digital Marketing Trends in 2021 by Google Leaders from across EMEA based on Google Data.

1. Equality

Nishma Robb, Brand and Reputation Marketing Director of Google in the UK revealed a great number of global searches in mid-2020 “Black-owned business” due to Black Lives Matter movement. The powerful statement to drive change, greatly gained international attention and recognition.

On top of that, they seek racial equality, in other words, they expect if the brands convey in the language of racial equality they will be more likely to seek for brands to speak up and empower consumers. And, if the brands could meet their expectations, it is rather more chances than risks for them to shop or buy your products.

This gives marketers the idea of how to approach their campaigns mindfully and as a friendly-reminder to put this on their marketing agenda in 2021 as it can empower their perceptions for brands.

2. Data Ethics

Matt Brittin, President EMEA Business & Operations of Google said, “if there is one thing we have learnt this year, it’s that online tools have been a real lifeline”. Due to this statement, he pointed out the importance of data ethics. It becomes more crucial for people these days to expect the entire digital ecosystem or the brands to be trustworthy and clear enough about how they use it and what they are getting in return.

For example, at Google, the focus is on data ethics as a series of principles, it tells everything that Google does.

To conclude, Digital Marketing Trends in 2021 according to Matt Brittin, it should give marketers the idea that consumers will likely base their trust on how the brands convey their data ethics – if the brands give an importance on protecting privacy and data.

3. Cookieless World

Paul Coffey, Director Platforms, Partnerships & Privacy of Google in EMEA, revealed that in order to future-proof performance measurement, which usually has been heavily reliant on cookies to measure online performance in marketing for times, soon-will-be cookieless as users privacy should come first. Consequently, this may affect a changing in ecosystem.

However, in 2021, marketers should instead be relying on some other techniques for performance measurement without third-party cookies, it could be “durable tagging and analytics”. The concept is to measure more with less data.

4. The At-Home Consumer

Consumer behavior has shifted to be “at home” more than before, due to COVID-19. Jannika Bock, Director Client Solutions of Google in Central Europe, revealed that although consumer behavior has changed but the basic human need remains. The basic human needs such as joined experiences: to stay informed, entertained, and connected.

Jannika Bock continued with the proven percentage of the overall watch time of online video for the stay-at-home with Youtube on TV growing by 80% year-on-year in March 2020 and this trend may accelerate in 2022, saying that “more than 80% of consumer internet traffic will be driven by online video”. As the continuation of pandemic, digital adoption may continue to rise.

Many brands have tapped into the online video trend to reach and connect with consumers at home.

5. An Increasing in Sustainability Demand

Considering the fact that the pandemic has reinforced, Google Search proves the rising number of consumer demand for sustainability. Consumers want to manifest their responsibility more for the environment and the world through concrete actions i.e. Google Trends shows the increase in keyword searching for ‘sustainable’, ‘local food’, and ‘veganism’ in the ‘food’ category, said Tiphaine Goisbeault, Head of Market Insights of Google in Southern Europe.

According to this, it indicates that it is crucial for the brands to adopt sustainability concepts as it plays an important role in customer purchasing decisions.

6. Mobile Apps will be the Key for Growth

Eli Lassman, Head of SMB Direct Marketing and B2B Content, Ads Marketing of Google in the UK revealed the number of hours that people spent globally on mobile was over 1.6 trillion in the first half of 2020, and on apps it grew by 25% in the third quarter of 2020. Same research on apps usage, 180 billion hours spent each month.

It’s hard to accept that COVID-19 has dramatically reshaped normal life. Slowly, mobile apps take charge and embed new app-habits as it’s more convenient and easy to prioritize social distance. Economic recovery post-COVID, the research shows that 30% of consumers believe that shopping experiences will never be the same. This illustrates that consumers are more likely to look forward to capturing new experiences for online shopping. And, according to the number above, mobile apps will be the key for business growth.

Therefore, in 2021, brands or businesses should prioritize their mobile app strategy to add more values to their digital marketing strategy.

7. Consumer-Trust-Based When Using Marketing Automation

Onno Benniga, Director Sales, Search and Automation of Google in Northern Europe emphasized on the significance of building trust in consumers. Brands can automate their services to recall their existence and expectations. However, brands should be mindful and respect consumers’ personal data. This relates to the relationship between a brand and consumers.

In 2021, brands should be more transparent with their consumers on when or why using their personal data for automation. This way you wont lose consumers trust but still bring them a good experience with the brand.

See you next time!

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