01 Jun 5 Trends That Will Shape Digital Brand Management In 2021

Nowadays, brands need a robust digital presence to thrive in their respective niches. Having a physical location or sticking to only traditional marketing is not enough. This is why businesses are continuously seeking the best digital brand management strategy possible. 

Digital audiences have diverse needs. The increasing competition in the online marketplace means a brand must position itself and present valuable content that appeals to its target audience. 

If you are looking to launch a digital brand management strategy for your business in 2021, you should consider adopting these five upcoming trends to improve your brand’s digital value.

1. Digital Customer Experience

The digital space is the more preferred venue for most primary business-related discussions. The reason for this is simple – the customer experience is optimized online. Hence, businesses are paying more attention to their digital brand management. The trend is expected to become more prominent, considering COVID-19 has heightened customers’ expectations of brands digitally. 

Brands are expected to become more advanced digitally by ditching the reactive digital approach to a proactive customer-centered approach. Customers want to be served on an individualized level of personalization instead of the usual segment-based personalization. 

A more intuitive design that can meet the lifestyle specifics of the target audience is expected. Whichever digital channel your customer decides to engage your brand from, they expect a simple, convenient service delivery. It would be best if you had a robust digital infrastructure to pull this off. 

2. Improved focus on sustainability and inclusivity

The turn of events in 2020 has made digital consumers more interested in inclusivity than ever. Consumers now expect brands to show some level of diversity in their approaches and offers. The expectations are even higher among LGBT individuals and ethnic minorities. About 81% of customers are also of the opinion that brands should help the environment in any way.

A business must consider these expectations when creating or launching a digital branding strategy. Inclusiveness and sustainability must be visible aspects of your brand’s identity. This is the only way to win over socially conscious customers.  For instance, put out content representing people of various social statuses, abilities, religions, genders, races, and others.  You should also publicly support the environment to improve your brand’s public perception. 

3. More Interactive Content

The year 2021 has shown how much relevance the interactive content has enjoyed. With more people spending most of their time online, interactive content is fast becoming users’ favorites. From quizzes to contests and polls, interactive content can drive customer engagement on most platforms. Improved engagement with your brand can bolster your ranks in search engine algorithms. 

With interactive digital content, customers get a personalized and overall better experience, which sets them to become repeat customers or brand loyalists.  Likewise, interactive content can help you collect valuable user data from your customers. From the data your customers provide during these interactions, you can detect their preferences and behavioral patterns. Leveraging all these can help you provide a more appealing service and experience. 

4. Omnichannel Marketing

Most brands, if not all, already have social media presence and a functional website. But there is more to achieving and maintaining a robust digital presence. 

As a kind of multichannel marketing, the omnichannel marketing approach focuses on optimizing content, offers, and brand messages across each channel, leveraging the prior tracked interactions of a user with the brand.  The interconnection of the buyer’s journey levels can be used to offer a more personalized experience. 

Gathering valuable data across all your marketing channels can create an avenue to offer a more engaging and memorable brand service to your users. When done correctly, omnichannel marketing can boost revenue by up to 9.5% by helping your brand outperform most competitors without an omnichannel strategy. 

5. Visual Search

Visual search is an increasingly prominent technical aspect of digital brand management. Users can now upload an image when searching on Google to get more accurate results. The Google Lens app is also equipped with an image recognition feature, which users can use to identify products and objects from photos. 

A recent survey indicated that 62% of millennials would choose visual search over text searches. Google is adopting more Pinterest features to ensure users can rely more on images to arrive at accurate search results. 

With top-notch branded visuals, a brand is better positioned to be found by the target audience. Asides from uploading high-quality images, brands should introduce rich alt texts with target SEO keywords. An image sitemap is also recommended, especially for e-commerce brands. 

Improved Online Presence Guarantees Digital Growth

While we recommend adopting these trends, they are not direct replacements of the basic principles of developing a unique, strong, and customer-centered brand. Likewise, you can only get the best out of these efforts if your brand offers high-quality services and products. 

Incorporating these vital digital brand management trends into your marketing strategy better positions you to outperform competitors and grow considerably as a brand. 

Are you interested in crafting sustainable digital brand management for your business? Reach out today. We will be happy to help!