HOW TO BE SUCCESSFUL IN 2021: 15 TRENDS FOR ONLINE BUSINESS
In general, this state of consciousness should always be. Its essence is that the brand, before conducting marketing or other activities, must answer the following questions:
- why we do it;
- what we aim for;
- what indicators signal that we are doing the right thing.
“Posting the same pictures or holding contests just because competitors do it is not something that is out of trend, but also harmful for business. You will spend time and resources, but there will be no result”.
Ultra-short formats are becoming increasingly popular, and this applies not only to text but also to video and audio.
The reason is that the amount of information doubles every year, so it is increasingly difficult to break through the “noise” and attract the attention of the consumer. The one who speaks as concisely and clearly as possible will win this fight.
3. Live mode
The information quickly loses relevance. Young people live by a bright credo: catch the moment!
“That’s why everyone is looking for information in Live mode. Everything should be broadcast live: events, data, statistics. What happened yesterday becomes uninteresting. Keep this in mind when developing communication and marketing strategies, ”the expert advises.
4. Content marketing
It’s not about creating blogs, podcasts, or YouTube channels. This means turning a brand into media on these platforms, and it is important that this content has expertise.
“It makes sense to invest in creating cool content that can move professional media. This will be your competitive advantage, because it is one thing to buy a phone just in the store, and another – from an expert who demonstrates his knowledge of technical details, “.
You can now personalize almost anything: clothing, movies (Netflix), music (Spotify), videos, news, establishments, food, and more.
“Brands should think about how they will personalize their product or service. To do this, you can use artificial intelligence in CRM systems, “- says the expert.
6. Artificial intelligence
The tool helps to implement the previous trend. Artificial intelligence analyzes almost any data about consumers and predicts not only their behavior but also intentions and desires – even before consumers themselves realize them.
“Such an analysis makes it possible to offer, ie sell, a product before a person realizes that he needs it. For example, a client ordered a night cream from an online cosmetics store and left a positive review about it. Artificial intelligence will offer to send her a newsletter or remarket a day cream or other complementary product, ”comments the marketer.
Another example of the use of artificial “tools” in online stores – “smart” stylists, beauticians, etc .: the program automatically selects clothes for you according to the specified body parameters and style that you prefer.
7. Smart chatbots
These round-the-clock substitutes for sales managers make almost no mistakes, do not sleep, do not eat, and do not require a salary. Such programs make the process of interaction between the buyer and the seller cheaper for the company. In addition, chatbots can partially replace support staff. This trend is affordable for medium and large businesses.
8. Creating an ecosystem
It is no longer enough to sell goods – it is profitable to meet several consumer needs at once, for example, repair services, sale of related goods, gift wrapping, etc.
On the one hand, this increases the average consumer check, and on the other – the customer receives a full range of services in a particular segment.
9. Content from users
“People trust other people more than brands. And people love to create content and collect likes. Why not take advantage of this? ”.
Reviews, video reviews, and the involvement of opinion leaders, possibly on a local scale, to promote your product also relate to the trend.
On the one hand, this was facilitated by the pandemic that began in 2020: many companies switched employees to remote work, and some employers were forced to lay off workers and hire freelancers.
On the other hand, the development of Zoom, messengers, and other programs for remote communication has simplified life and expanded the geography of the labor market.
This trend is also facilitated by such a phenomenon as downshifting, which professes the philosophy of “living for oneself.” And there is definitely no place for eight hours of office work.
11. Development of marketplaces
For small and medium business owners, attracting customers through the marketplace may be the best option. It is cheaper, and sometimes better than keeping your own store. The development of the trend in Ukraine is evidenced by the following statistics: the number of professional sellers on OLX alone increased by almost 8% over the year.
12. Cashless payment
The study shows that in Europe, only four out of ten millennials use cash on a regular basis. Coronavirus with a forced trend to contactlessness only exacerbated this trend. So you should introduce convenient online payment in the online store, for example, add ways to accept payments such as Apple Pay and Google Pay.
13. Ecological packaging
People are becoming more aware and often, when choosing between two sellers, prefer those who do not use plastic, for example. So, it is worth thinking about this component of the company now and voices your eco-philosophy to customers.
14. Fast delivery
Customers have become more impatient, so day-to-day delivery is an important competitive advantage.
If you have your own couriers, send the customer a message with their phone number and approximate delivery time. For greater clarity, you can show GPS navigation: where the courier is now.
15. Lending and payment in installments
The trend is not new, and banks are becoming more technological: they are more likely to work with online stores to issue consumer loans. This applies not only to technology but also to clothing, footwear, and even cosmetics.