Everyone get those pads and pens ready; it’s time to take some notes! The DMA (Data & Marketing Association) have released their 2021 insights into customer engagement and consumer mindsets.
The Big Picture
Before we jump into the nitty-gritty specifics, we wanted to highlight a few keynotes the DMA brought to the forefront of their insights. They may seem obvious, but sometimes the simplest of examples can benefit us the most.
- Unsurprisingly, “the digital world has overtaken physical spaces for interaction, and the use of virtual communications, social media and video are increasingly valued and in demand.” With everyone stuck inside for most of last year, this doesn’t come as a huge shock.
- “The more brands can make themselves available to their audience, the more customers will continue to shop with them.”
- “The pandemic has accelerated some changes that were probably happening anyway, but the rate of change has been faster than one might have expected.”
Those Sweet, Sweet Statistics
When it comes to marketing online, who still reigns supreme? Our old-reliable friend…email marketing, that’s for sure! Through their research, the DMA concluded that email marketing remains the customers’ preferred channel, with 63% ranking it in their top two favourite ways to receive marketing messages.
The inbound approach of email marketing will always be beneficial. However, it’s important to remember it changes with the times too. For example, Apple removed the ability to track open rates within its emailing app, making it harder for businesses to track where people are. If you’d like to dive deeper into this, check out our blog here.
Next up, the DMA stated that 4 in 10 customers say they’d like the ability to filter products by factors such as what personally matters to them, sustainability and localism. With third-party cookies crumbling across the internet, gathering information on your customers will be an avenue we’ll have to evaluate. Codes that get generated and stored on a website visitor’s computer (first-party cookies) could be the road we’re strolling down soon.
On the topic of localism, 6 in 10 consumers claimed they try to shop close by, showing a strong desire to support the local economy. We’ve already seen companies embracing these changes throughout their marketing tactics. For example, Walker’s “Support Local” campaign emphasised the importance of supporting local cuisine and created several unique flavours such as “Fish and Chips” and “Thai Green Curry”.
Notably, people are also getting tired of pandemic-related marketing. 34% of consumers agreed that they receive too much information about COVID from companies. Though it’s still a vital matter in the grand scheme of things, “COVID fatigue” could be affecting the engagement of audiences who, for a brief moment, might want to forget about these trying times.
- If your campaign contains pandemic-related information, make sure it’s essential information only. You should be asking yourself, “Is this information relevant and timely?”
In-App shopping is popping right now! 20% of consumers claim they have bought products directly through the social media app they’re using. Companies such as Shopify have expanded e-commerce opportunities to purchase items within a specific platform. We have a blog deep-diving into how social media platforms are taking advantage of In-App shopping which you can read here.
Speaking of online shopping, around 50% of consumers have said they’ve bought a product through a reselling platform and are interested in doing so again. Brands such as Depop and newcomer Swopped are paving the way in this area, representing themselves positively regarding environmental importance in the process.
Lastly, we couldn’t talk about the importance of consumer engagement without mentioning top-dog TikTok. TikTok allows for a variety of experimental and creative methods to engage with new audiences. Furthermore, the DMA insights noted that 1 in 3 consumers aged 16-24 (page 6) claim influencers increase their level of trust. TikTok thrives in this area; it’s Gen Z territory. Additionally, many big TikTokkers use the site to promote and sponsor brands they support, which is why it’s a fantastic spot to place your campaigns if you’re looking to engage with this audience specifically. We saw the effect of influential TikTokking throughout the 2021 Olympic Games; check out our blog about it here!
Get Split Testing!
The opportunity to advertise has never been brighter for businesses, with an endlessly open market right at your fingertips. However, with so many options at hand, it raises the question, “where should I place the chips?”.
That’s where Split Testing comes into play. Running several marketing experiments at once and monitoring which is the most successful will lead to a less stressful workload in the long run.
Doing all you can to network and getting people to promote your product (through user-generated content as an example) goes a long way. Remember, the bigger the brand awareness, the bigger the audience!
The DMA’s insights have given us a further understanding of the always-changing world of online marketing. We’d recommend reading the full report so you can supercharge your brand in all the right ways – you can do so by clicking here.
If you’d like help levelling up your brand awareness online, or want further insight into e-commerce tactics related to social media, contact our marketing experts now.
