The challenges of digital marketing for 2021 – Blog IDA Chile

The explosive growth in E-commerce in 2020, caused by the pandemic and the impossibility of buying in person, left us with great lessons and challenges for the year that has already begun. The keys to be able to overcome this new scenario are in how we design the experience of our users and the information that allows us to make better decisions.

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According to a report by Shopify On the future of E-commerce in the coming months, about 84% of consumers have bought online during the pandemic and 53% of them indicated having avoided crowds and face-to-face purchases. All this poses great challenges for those who focus on digital marketing, especially in the face of an unpredictable 2021.

While in Chile, it is estimated that electronic commerce grew by 53% in 2020. Businesses such as Dafiti increased their profits by almost 50%, reaching 7.6 million customers. E-commerce will undoubtedly be the most important sales channel for companies in 2021. This is demonstrated by the fact that most of them have turned their efforts to reinforce their online sales platforms.

In this context, organizations and companies face the challenge of strengthening their digital channels, both for prospecting, selling and / or communication. Understanding that the digital scene is constantly evolving and that it needs expert teams to be able to tackle this forced change.

The importance of our identity

Deloitte, in its international report on marketing trends for 2021, identifies “Purpose” as the first key – if not the most important – to face a challenging year full of uncertainty. Thus, the organizations that are clear about why they exist and who their clients and / or users are are the ones that take the lead in navigating the waters of an uncertain scenario.

In this sense, it is relevant that we identify the strengths and weaknesses of our services or products. Our content can offer the prospect, user or client, information that is not in tune with reality. Today more than ever we cannot promise what cannot be fulfilled. For this reason, we must be clear about how we communicate our brand and rely on the tools that allow us shape our contents.

Grow our community

Online events are another trend for this year. These will be positioned as an effective and close way (or as much as the screens allow) to communicate with users. Despite of increasing exhaustion caused by online meetings, the willingness of users to be spectators of other types of events is increasing.

Various experts They highlight the need to be able to create instances of participation and involvement, which allow brands to position themselves and be active contributors to the conversation. We not only seek that users participate in our online activities, but also to be able to monitor before, during and after.

We must be able to design attractive, useful and meaningful experiences for users; those that add value and strengthen the link we want to have with our brand. For this reason, regardless of the type of event or platform, organizations must aim for interaction between people to be the articulating axis of their initiatives and activities.

Metrics to know that we are on the right track

One of the advantages, or headaches depending on who we ask, of the actions we can carry out digitally is that much of our efforts can be monitored, measured and improved.

The Artificial Intelligence and machine learning that various platforms have incorporated as a fundamental part of their operation, today they allow us to access information that, correctly interpreted, allows us to make decisions in real time to optimize our digital actions.

In this sense, the management of metrics teams becomes crucial. It is essential to consider the involvement of all related areas -including the directives-, being a critical point. It is no longer the responsibility of the digital areas to understand concepts such as CTR, CPC, visits, sessions and conversions, for example. We must be evangelizers of metrics and understand the impact they have on our business strategies.

Already in 2016, McKinsey He talked about the challenges of leading in the digital age. Both at the level of automation of operating processes; as well as the design of our marketing strategies, which becomes even more relevant in 2021, the “digital” is no longer an appendix, but an obligation.

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