Are you ready to kick start 2021? Here are a few Digital Marketing trends you should consider to boost your activity in the new normal. Focusing on sustainability, geolocalisation and thinking local will be key for this coming year while building trust through customer satisfaction and service experience will take you to the next level. A contribution from Jason Bholanauth, Senior Digital Marketer at PwC Mauritius and the Founder of Digital Marketing Mauritius.
As the dust starts to settle and the economy slowly goes back to an almost normal, it is time for marketers in Mauritius to look forward to 2021. Sure, the future is still blurry; the world is still to come out of the COVID-19 turmoil and few countries are still in lockdown.
COVID-19 not only changed the way we think and do business, but it also created new trends that we didn’t expect at the beginning of 2020. E-commerce, working from home, video streaming are few digital trends that peaked during the confinement.
So, what are the key digital marketing trends we can expect to see in 2021?
- Sustainable marketing
Big events have proven to shape customer behaviours. The domino effect often influences the way we do marketing. In 2020, the Wakashio disaster and new environment protection regulations by local authorities rang a bell about the way we consume and the drawback .
As such, brands will become more conscious about the environment protection and will focus on the Sustainable Development Goals (SDGs) to craft their marketing messages. However, the danger will be not to fall in greenwashing.
The confinement and decreased mobility in 2020 increased the number of e-commerce platforms in Mauritius. While big brands embraced the power of technology to optimise their delivery and customer experience, small businesses used social media platforms to sell their products online.
However, for e-commerce to survive in 2021, brands need to think beyond online environments and sync operations as well as delivery to improve customer experience and satisfaction.
- Local Search Engine Optimisation (SEO)
Related to the surge in e-commerce websites, local brands will be strengthening their presence online in 2021. As such, there needs to be an integrated approach tailored to the local market; local seo is one of them. It helps businesses to leverage on a local exposure to an audience within a specific location.
While Mauritius is a small territory, search behaviours are quite inline with global trends. For example, location based queries for “restaurants”. This is also a great opportunity for brands to get featured snippets such as local packs.
- Local products for the local market
Restricted mobility, air freight under control, and countries’ lockdowns have resulted in less products as well as raw materials being imported.
While these contributed to slowing down the economy, it also pushed businesses to reinvent themselves and to tap into the local market. As such, we’ve seen aggressive marketing campaigns being done to attract Mauritians to hotels, or to local fairs, among others.
And, it worked. thousands of locals booked tickets to Rodrigues, went to music festivals, spent time in hotels, and consumed more local products. However, the underlying factor to consuming local is a bit forceful or should I say a domino effect.
In fact, it stems from an uncertain economic future as unemployment rises, companies are closing down and changing customer behaviours. They (the customers) are becoming more conscious about their spending and would prefer going for cheaper products or easily available ones.
In 2021, we can expect this trend to continue as Mauritius is highly dependent on other economies and authorities continue to navigate towards a “self-sufficient” country.
- Digitisation of operations
As a result of the lockdown, businesses shifted their operations from routine office to working from home. Consequently, the use of technology and the internet became fundamental for business continuity. The digitisation of operations started from mundane tasks to full fledged automation.
As such, businesses achieved resilience and stayed somehow profitable. Marketers can help by rethinking the usual customer journey and make sure employees are equipped with sufficient marketing collaterals at every step of the funnel.
Marketers can also create a 360-degree sales strategy by taking into consideration new touchpoints and customer behaviours.
- Customer Experience
The surge in online activities requires businesses to review their online ecosystem. This is fundamental if businesses want to increase their conversion rate. Given the shift to digital, the focus should be on decreasing friction and bottlenecks between offline and online.
The New Normal also shifted priorities and power. More than ever, creating memorable experiences helps stand out. While activities shifted online, it is also important to build trust when uncertainty is at its peak. Marketers should humanize online interactions with brands by using data to create personalised experiences.
This should also be extended to offline service experience (SX), using data to do profiling and hence influence/adapt sales pitches.
About Jason Bholanauth
Jason Bholanauth is a Senior Digital Marketer at PwC Mauritius and the Founder of Digital Marketing Mauritius, the biggest network of digital professionals in Mauritius. With over 8 years experience in digital marketing, he is passionate about “doing the marketing of marketing”. Jason’s expertise ranges from content marketing to search engine optimisation (SEO) and data analysis. He often speaks at conferences, seminars and workshops.