Connect with us

Sin categoría

Professionals and Cons of RFID Generation

Published

on

I. RFID Benefits

Radio Frequency Id supplies a precious provider this is in a position to revolutionizing the way in which firms monitor merchandise. There are lots of benefactors of this era: the army, outlets, providers, consulting corporations, manufacturers of the era, and customers. RFID supplies firms with a greater selection to bar-coding as a result of no line-of-sight is had to learn a pallet, a carton, or a product with a RFID tag. RFID tags additionally comprise knowledge at the product this is simply readable and obtainable for the reader. RFID can even start to automate corporate’s provide chain, lowering exertions prices, human error and time spent checking in merchandise.

In 2005, producers and providers asking for new bids from the army will have to be RFID compliant on 4 other ranges: packaged operational rations, clothes, gear, and weapon machine restore portions and parts. The army calls for that each one cartons and pallets are shipped with a Army Delivery Label which presentations transport information. The Division of Protection has created the RFID Army Compliance Answer so as to lend a hand providers and producers meet the army’s new requirements for RFID. This system is administered via Avery Dennison Retail Data Services and products, and so they have been commissioned via the RFID Army Compliance Answer. Avery Dennison Retail Data Services and products sells the RFID tags to firms which will have to be affixed just about the Army Delivery Labels to agree to Division of Protection laws.

The U.S. army is saving a huge sum of money via the use of energetic and passive RFID methods. Through the use of RFID for verbal exchange and transportation methods in Iraq and Afghanistan, the army is in a position to diagnose and connect issues a lot quicker than earlier than. The implementation of RFID in simply this house will save the army just about part 1,000,000 greenbacks this yr. The U.S. govt has reduced in size IBM to do analysis at the present RFID getting used lately within the army and the possible long term programs for RFID within the army. The army has been a success in growing higher visibility all through their provide chain expanding their productiveness and balance.

Outlets and different firms that experience a hard provide chain can achieve a bonus at the discipline via the use of RFID within the provide chain. Through hard that each one ranges in their provide chain be RFID succesful is a large funding. The productiveness building up that follows the preliminary funding and implementation for firms pays for his or her funding. Wal-Mart was once the primary store to make use of RFID of their distribution facilities and warehouses, prompting many firms to practice of their footsteps as soon as Wal-Mart’s good fortune was once learned.

RFID could be very a success with retail firms as it improves productiveness, saves on human exertions prices, and offers firms real-time visibility with all their merchandise. RFID tags use an Digital Product Code (EPC) which is an improve and a alternative for the Common Product Code (UPC) machine. “EPC has a 96-bit code that has digits to spot the producer, product class and the person merchandise. Producers download registration numbers & assign them to merchandise. Every quantity is exclusive to a given merchandise.”

The price of a tag is any place between twenty-five to fifty cents. Within the subsequent 5 to 10 years it may well be decreased to 5 cents in step with tag. Someday within the close to long term tags may fall to 1 cent tempting firms to make use of RFID tags on each product in a shop. Wal-Mart says that since their shops now have RFID, it makes it more uncomplicated to stay retailer cabinets stocked permitting staff to engage with shoppers.

Goal was once ready to avoid wasting on their funding for imposing RFID, following in Wal-Mart’s footsteps as Wal-Mart had already lead the way and suffered the pitfalls of imposing a brand new era. Along with the decrease implementation prices, lots of Goal’s providers had already begun making ready for the transfer over to RFID assuming Goal would practice Wal-Mart. Goal as a big store is aware of how necessary it’s so that you could supply real-time information on pallets, cartons and shipments up and down-stream via their provide chain.

A break-through in RFID era was once made via Intermec, Inc. in Might of 2006, with new rugged and reusable RFID tags. Those tags can also be written hundreds of occasions; it could possibly care for hazardous chemical publicity, and withstands temperatures from -50 levels Fahrenheit to 250 levels Fahrenheit. In October of 2006, Intermec launched a brand new model of the rugged, reusable RFID tag, together with wide-band antenna that can be utilized on any floor in any a part of the arena.

RFID makes the industry international appear to be a smaller position, even firms like Wal-Mart who’re very massive and feature a big built-in provide chain. RFID permits firms to be extra environment friendly with their time and area. Firms that mix some more moderen provide chain applied sciences with RFID may see nice effects. Combining auto-picking with RFID would cut back man-power wanted, time had to transfer pallets and cartons round a warehouse, and time had to ship pallets to their correct vacation spot. The objective of an organization’s provide chain will have to be to scale back time had to be productive, via automating as a lot of the availability chain as imaginable. It reduces human error, and machines are in a position to working twenty-four hours an afternoon and price not up to human exertions. The

software of RFID for a big corporate like Wal-Mart or Goal, in addition to smaller retail shops can be certain that a greater buying groceries enjoy with extra in-stock pieces and a extra a professional retailer.

The RFID marketplace is booming and plenty of technological firms have got within the sport generating RFID portions and methods. In lots of instances being a manufacturer of RFID parts and methods additionally lets you change into a consulting company for the era. Hewlett Packard (HP) is among the greatest firms creating RFID methods. HP’s objective is to make it as simple and inexpensive as imaginable for a corporation adopting RFID era. HP has enjoy within the RFID discipline, as they have been one of the crucial early adopters of the era and feature been very a success integrating it into their industry. HP started with two greater purchasers, Hasbro (produces kids’s toys) and Conros (a big Wal-Mart provider). Hewlett Packard has created two RFID Facilities for Excellence, one in California and one in Taiwan, to reveal new doable makes use of for the era, in addition to how it may be carried out right into a industry. Extra facilities are slated to be opened all through the arena, together with Nice Britain, Singapore, and Tokyo RFID Facilities for Excellence.

The RFID marketplace sits at kind of one thousand million greenbacks in 2006 and has various estimates as to the expansion doable of the marketplace. Estimates of RFID marketplace length in 2008 range any place from $1.three billion via IDC, to $4.2 Billion via the Yankee Team. As proven in Determine 1 within the appendix, many of the trade is made up of gross sales of {hardware}, tags, readers and different bodily merchandise of RFID. Kind of 20-25% of the marketplace is made up of consulting paintings for the era and the final 5% is made up of device for RFID. The 2 greatest spaces corporations are targeting are the manufacturing and consulting facets of RFID.

The largest demanding situations for manufacturers and specialists alike are the reliability and sturdiness of RFID methods and merchandise. It’s arduous to simulate the damage and tear a product will enjoy over the years. HP has made checking out RFID merchandise one in all their benchmarks, offering intense field-testing of RFID to make sure its sturdiness and high quality. A competitor of HP is IBM, who in line with AMR Analysis is the marketplace chief in RFID. IBM has over 11 years enjoy running with RFID, and prefer HP, they have been an early adopter of RFID era. The benefit that IBM has over HP is there world-renowned consulting services and products, coupled with their immense networking functions. IBM’s services and products promise extra effects than HP’s RFID methods principally on account of IBM’s consulting experience. IBM works with firms to find the most efficient avenues to put in force RFID, making an attempt to maximise Go back on Funding (ROI) via lowering one particular person in step with shift from manually monitoring merchandise permitting them to concentrate on value-added production actions. IBM additionally specializes in alternative ways to reinforce ROI together with, providing a one-time financial savings of $230,000 in working prices, steady fabrication line operations, higher customer support offering real-time knowledge on merchandise, and not more mistakes and delays reason via human error.

RFID started to take off as soon as firms like Wal-Mart and Goal, and the U.S. army demanded that their best 100 providers will have to undertake RFID era. Many providers weren’t waiting for a transfer like this, a transfer that will utterly retrofit their present operations at a top price to the provider. There have been some providers that welcomed the alternate in era and already started imposing RFID in anticipation of Wal-Mart and the U.S. army’s call for that their providers undertake the brand new era. Wal-Mart demanded that their best 100 providers would want to be RFID waiting via January 2005, and to Wal-Mart’s wonder, twenty 3 additional providers have volunteered to make the alternate to RFID. There’s a new era of tags that hit the marketplace in 2005, referred to as the Gen 2 Usual, which make RFID extra interesting to providers who haven’t any RFID methods in position. The Gen 2 RFID improves at the first era of RFID via expanding learn occasions, expanding learn levels, and browse tags extra appropriately.

Providers and producers will understand the advantages of imposing RFID into their organizations streamlining portions in their operations. Go back on Funding is crucial issue for a industry imposing RFID. Providers will see their ROI building up as human exertions hours are diminished, human mistakes are diminished and interoperability is larger. RFID will increase the visibility of the providers so they are able to do their process in genuine time, assuring that the right kind bundle is shipped to the right kind location. It additionally saves cash within the long-term for producers and providers as a result of RFID will save time spent inventorying and monitoring merchandise. A bonus for providers and producers the use of RFID is customization of goods in a shorter time frame. Smaller providers and producers may have a more difficult time imposing RFID, as prices differ from $100,000 to $Five million to put in force the era, however as prices cross down extra firms will undertake RFID.

RFID does have every other doable receive advantages for providers that would give them valuable knowledge. For Wal-Mart providers, readers are arrange on the again door so providers know when their shipments have arrived expanding visibility for each entities. A 2d reader is positioned on the front to the gross sales flooring so the provider can see what’s on-hand at the gross sales flooring and within the inventory room. This may permit the provider to peer which merchandise promote higher than others in order that they are able to get replaced, and it additionally permits the provider to increase extra correct gross sales forecasts. A secondary advantage of RFID is that the promotions that merchandisers spend some huge cash to arrange are incessantly left within the inventory room for too lengthy or are improperly positioned. Now merchandisers and distributors can make sure that their promotions are being treated accurately. Providers and producers have the possible to save cash on manufacturing prices, whilst getting cash on custom designed merchandise.

Customers will have to be without equal winner with RFID being carried out all through an organization’s provide chain. Within the long-run, shops will get monetary savings all through their provide chain, thus bringing down prices to customers. Customers will have to additionally look forward to finding extra useful and extra informative shoppers provider with firms that experience RFID. Those firms now have real-time information to percentage with the client. A shopper criticism about retail shops has at all times been that there are too many out-of-stock pieces; then again, with RFID in position many of those shops will have to see an important lower in out-of-stock pieces. Having RFID tags on sure merchandise too can make folks’s lives a lot more uncomplicated, similar to a microwave that could be a reader and acknowledges the tag of the meals you installed and can routinely cook dinner it in line with the instructions at the tag. It additionally is helping environmentally as a result of firms will use assets extra successfully, reaping rewards everybody. As soon as RFID tags are ready for use on meals merchandise it’ll make a recall on a definite merchandise a lot more uncomplicated and it might doubtlessly save lives.

Customers use RFID on a regular basis and many don’t understand the advantages they’re receiving from the era. Contactless cost is a creating era, the cardboard getting used comprises a tag and the cost house comprises a reader. Mobil and Exxon use a “Speedpass” as their contactless type of cost permitting shoppers to wave the cardboard in entrance of a reader to pay for fuel or the rest within the handy retailer. Visa and Mastercard are the 2 greatest builders of this era, claiming that it’ll receive advantages everybody from customers to companies. It permits folks to have preset cash on a card (both debit or credit score) which decreases ready time at check-out stands and will increase loyalty to firms that supply this option. Any other use of sensible playing cards is keyless entries, which is turning into a well-liked pattern in The united states, the use of only a card and swipe it over the sensor to permit access. RFID is a really helpful era for customers saving time and providing conveniences conventional bar codes, bank cards and keys can not be offering.

RFID comprises many benefits over conventional techniques of coding pallets, containers and merchandise. It permits for non-line of sight studying of the tag which shops the entire product knowledge. RFID reduces human exertions prices and human mistakes throughout the provide chain saving firms cash, in addition to lowering robbery within the retailer and warehouses. RFID can save lives as smartly if there’s a recall and the recalled meals merchandise or product is tagged, then it will be more uncomplicated to assemble the entire devices.

II. Disadvantages

Radio Frequency Id has been round for over fifty years, nevertheless it has been the speedy building and deployment of the era during the last 5 years that has raised folks’s consciousness and working out of the era. Whilst there are lots of doable advantages for RFID, there are lots of pitfalls as smartly. Each and every stage that would get pleasure from RFID too can reap unfavourable rewards from the era.

The U.S. army was once one of the crucial early adopters of the era the use of it for over ten years in a restricted house in their operations. In 2003 they upgraded their utilization of the era via hard that each one providers will have to affix a RFID tag to each pallet, carton and big-ticket merchandise being shipped to the army. The largest drawback the army faces is a matter of safety. With entire product knowledge on a tag it’s simple for an enemy of america to drag knowledge off a tag. This may lead to lack of lifetime of U.S. infantrymen and even U.S. civilians if the flawed product ended up within the flawed palms. The tags may tell enemies of doable weaknesses and strengths of our army and provides them a view on the right way to assault us at our weakest issues.

Huge firms like Wal-Mart and Goal who use RFID face many doable issues of the era. RFID has no confirmed infrastructure making it tricky for providers to stay alongside of those corporate’s calls for to change into RFID-ready. If the providers can not successfully put in force RFID into their industry, then outlets can not totally view their provide chain. If outlets can not get all their knowledge in genuine time throughout their complete provide chain, then the problems they’re seeking to remedy will stay issues. Out-of-stock pieces, first-in-first-out merchandise and last-in-last out merchandise will nonetheless reason issues for those massive outlets.

EPCGlobal is a begin to a world requirements frame for RFID. It has but to be authorized via the Global Group for Standardization (ISO) and there’s nonetheless no longer a world frequency same old. Whilst 900 MHz seems to be the most efficient frequency because of its lengthy read-range capacity, 13.56 MHz continues to be used delaying the standardization of world frequency for RFID. Top prices of RFID implementation is the rationale many mid-size and smaller outlets have no longer followed the era. The quick-term outlook for firms who use RFID is not spectacular, even supposing long-term advantages can be learned.

Privateness problems are the number 1 pitfall for RFID and outlets. So long as the tags are most effective affixed to pallets and cartons then the outlets do not have any particular knowledge at the shopper. On the other hand, when RFID tag costs fall, firms like Wal-Mart and Goal plan on the use of RFID tags on particular person merchandise which they are able to hint shopper’s purchasing conduct and different knowledge shopper’s need to stay non-public. It was once privateness problems that pressure Benetton to stop their pilot RFID machine. They sought after to embed a tag in articles of clothes to prevent robbery, resolve shopper purchasing conduct and stay their stock at a suitable stage. Privateness suggest teams such because the Customers Towards Grocery store Privateness Invasion (CASPIAN) battle firms the use of RFID to trace shopper conduct. A find out about confirmed that as much as 78% of The united states was once in opposition to RFID based totally only on privateness problems. It is going to be tricky for firms someday to tag particular person pieces and not using a public outcry with out some type of coverage for the general public’s privateness rights.

Customers have the most important downside of another entities concerned with RFID era. There are 5 privateness problems that customers will have to check out to offer protection to themselves from: Hidden placement of tags, distinctive identifiers for items international, large information aggregation, hidden readers, and particular person monitoring and profiling. Hidden placement of tags via firms is a straightforward method to get knowledge from customers. The shopper will really feel protected purchasing a product and not using a wisdom of an RFID tag embedded of their clothes. Those tags theoretically may monitor an individual world wide if there have been readers in particular places all through the arena. Non-public knowledge can be embedded in those tags giving knowledge as detailed as your clinical historical past. Prada and Swatch use embedded tags of their clothes, and Benetton did as smartly, however a boycott of Benetton was once a success and so they got rid of their tags. There is not any regulation in opposition to firms embedding tags, and most effective California and Utah have made reputable requests to switch the location.

Firms who use RFID can assemble large quantities of information on customers, together with product likes or dislikes, purchasing continual and even prescription historical past. RFID makes it simple to accumulate this information and to designate correlations. If a company owns many shops they are able to mix information between firms and create new information on purchasing conduct.

Hidden readers violate folks’s privateness a lot the similar manner hidden tags do. Gillette and Accenture are introducing “silent trade” which embeds tags on folks’s merchandise and readers in strategic places with out the patron’s wisdom. Those firms have experimented with other reader places starting from secret carpet places to shelve places or even hidden in flooring tiles. Readers may also be put in in doors on boulevard lighting, any place that folks need to go via, and immediately all knowledge embedded within the tag is broadcast to the reader. If this have been to occur privateness could be unattainable since you would by no means know if the goods you’ve comprise tags, and also you by no means know if you find yourself inside proximity to a reader.

The disadvantages of RFID hinge principally on privateness issues, technological imperfections, price of the era and no confirmed method to arrange an RFID machine for a corporation. The federal government and companies are the 2 teams that supply essentially the most fear for privateness problems. Hidden tags and readers threaten to remove human thriller, providing an international the place folks see, really feel and listen to most effective what the federal government and big company need folks to.

III. Long run of RFID

The way forward for RFID is unsure, then again, the era is right here to stick. Firms have many stumbling blocks to triumph over to make the era a possible method to be carried out. Privateness problems and can persist, even supposing price for RFID methods will lower. To ensure that RFID to achieve success, firms will have to paintings with privateness suggest teams to increase an even method to put in force RFID with out alienating their shoppers.

Generation will proceed to increase for RFID and plenty of new programs can be learned. Automation can be a side-effect of RFID building, within the provide chain and in on a regular basis actions. Contactless cost strategies are already to be had, in addition to automated keycards to open doorways. RFID tags put in in vehicles with readers at the roads and freeways will alert the authority in case you are breaking the regulation. Supermarkets will in the end have the ability to understand their buying groceries cart checkout machine as soon as costs fall to a extra inexpensive worth. Recent meals, metals and liquids will all be RFID appropriate within the close to long term. If privateness problems don’t seem to be watched intently, folks will change into tagged and there’ll at all times be anyone looking at and examining each particular person’s choices.



Supply via Brian F.

Continue Reading
Advertisement
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Sin categoría

9 top digital marketing trends for 2021 – 99designs

Published

on

So far, the digital marketing trends for 2021 seem to revolve around two distinct, but almost contradictory concepts. First is a general humanization, addressing real issues and tailoring content to suit the individual (as opposed to mass appeal) for more personal engagement. Second is a much more mechanical and technical optimization, fine-tuning the behind-the-scenes areas like SEO and how you structure campaigns—the nitty-gritty that your satisfied customers don’t see.

Below, we’ll cover 9 of the hottest digital marketing trends of 2021, to give you a head-start over your competition. Take these marketing trends to heart and consider them when outlining your own digital marketing strategy for the new year.

Digital marketing trends 2021
Illustration by OrangeCrush

Here are the 9 best digital marketing trends of 2021:

  1. Inclusivity
  2. Featured snippets & no-click searches
  3. Sustainability: loud and proud
  4. Ad-blocker blockers
  5. Image and video SEO for visual searches
  6. Interactive content
  7. Customer segmentation
  8. Local SEO
  9. Oldies but goodies

1. Inclusivity

One look at the front page headlines shows the significance of inclusivity in our current time-and-place in history. Greater numbers by the day, especially younger audiences and marginalized groups, want to see a more optimistic depiction of equality in the content they consume and the brands they purchase from. Or more accurately, they don’t want to see the same homogeneous content we’re accustomed to from previous decades.

In 2021, digital marketing includes media and subject matters that cover a variety of races, sexualities, religions, etc., as well as representation for people with physical disabilities and learning disabilities. This includes the content for your imagery and videos, but also the topics you discuss in social media and blogs, or even the line of products you offer.

example of progressive marketing with inclusivity
The research from Kantar’s #WhatWomenWant marketing campaign shows the growing number of consumers who support equality.

According to Accenture, this cultural shift is already affecting purchasing behavior: 41% of shoppers “have shifted… their business away from a retailer that does not reflect how important [identity and diversity] is to them.” The same study showed that 29% of consumers are willing to switch brands completely if they don’t showcase enough diversity—and that percentage just goes up for ethnic minorities and the LGBT+ community.

2. Featured snippets & no-click searches

For many, many years, the goal of SEO has been to get your listing in the “position number one” spot of search results. Now, going into 2021, the end-goal is continuing to shift to more SEO visibility in “position zero.”

Position zero refers to Google’s “featured snippet”, and 2021 SEO marketing trends are prioritizing it above all else. The featured snippet works differently than other search results entries—for one thing, it’s separated by a small box and located at the top. More importantly, it also displays extra, relevant information with the attempt at answering the user’s question without them needed to click on it, prompting the nickname “no-click search.”

Featured snippet of 99designs for “How to design a logo”
Our blog article wins the featured snippet for “How to design a logo.” Notice how it’s set apart from the other search results for better visibility.

Although it sounds counter-intuitive to forego someone clicking on your link, the recognition you get as a thought-leader outweighs a single click/visit. Moreover, featured snippets are sometimes read aloud with Google Assistant voice searches.

If you’re going to target a featured snippet yourself, there’s a few things to know. For starters, featured snippets are mostly for long-tail keyword phrases like questions (such as “how to design a logo”). They come in different forms, from step-by-step lists to straight-up definitions to even videos (and more), so match your content with the appropriate format.

In the content itself, make sure you answer the keyword question clearly and succinctly, preferably with bulleted lists or a table structure.

3. Sustainability: loud and proud

Just like the digital marketing trend of inclusivity, people in 2021 are similarly passionate about environmentalism. They want to make sure the brands receiving their money are just as concerned for planet earth as they are.

With 81% of consumers strongly feeling companies should help improve the environment, what we’re seeing is a popularity boost for sustainable and eco-friendly brands, especially for younger consumers. This goes well-beyond the market for green products—every brand can benefit by broadcasting their sustainable practices.

Branding for ecofriendly, green, and environmental companies
With the right digital marketing design, you can visually communicate your brand’s environmentalism without saying a word.

The key is communicating your sustainability through your branding and content to make environmentalism part of your identity. There are plenty of different ways depending on your branding style, such as displaying a banner prominently on your site, or discussing it repeatedly on social media. You can even opt for more subtle methods, such as branded reusable tote bags or conveying green themes through your brand’s visual identity.

4. Ad-blocker blockers

The digital marketing trends of 2021 aren’t all about positivity and progress—it’s also about overcoming obstacles like ad blockers. With 27% of internet users expected to use ad blockers in 2021, many marketers are having their primary stream of traffic automatically cut off at the source, including PPC campaigns.

First, you want to check how big of a problem it is for you—your ad data and analytics should tell you what you need to know. Depending on your target audience or where you post ads, the damage might be negligible.

System32Comics webcomic about ad blockers
The customer is always right. Via System32Comics

If your ads do fall victim to ad blockers, your best strategy is to adapt—don’t waste time trying to convince potential customers to change their own preferences. Readjust your advertising budget to suit other, more fruitful campaigns, like influencer marketing or sponsored content. Younger audiences don’t respond well to display ads anyway, but they do respond well to influencer marketing, so making the switch is advisable in any situation.

5. Image and video SEO for visual searches

You already know you can search for images and videos by typing in keywords, but did you know you can also submit existing images for a search, or even take original photos and search for context? As more users discover these visual search techniques, it changes the overall landscape of SEO in general.

Google Lens promotional image on find products
With Google Lens, people can take a photo of something they want to buy and receive search results that lead directly to product pages.

To capitalize on the increased amount of visual searches, you want to make sure your image and video SEO campaigns are in tip-top shape. For starters, apply the basics:

Moreover, familiarize yourself with Google Lens, especially if you’re an ecommerce brand. Handle your SEO techniques right, and you can take traffic away from competitors when shoppers conduct picture searches for products or barcodes.

6. Interactive content

Here’s a trend that’s technically been around for awhile, but it’s just now being recognized as a best practice. Interactive content doesn’t just promote more engagement, it also improves the user’s enjoyment.

Interactive content like quizzes, open-ended questions, surveys, contests, giveaways, polls, calculator widgets, etc., can do wonders for your brand. At the very least, they increase the length of time users engage with you, which helps your standing in algorithm-based searches and feeds. But more importantly, people want to be engaged, so interactive content almost always improves your user experience.

Twitter polls used as a digital marketing trends for 2021
Twitter Polls are quick, easy and effective—just be sure to stay on brand with topics. Via @Social_Hire

Interactive content is part of the greater trend towards personalization; by allowing the users to answer for themselves or have their opinion heard, they feel a more personal connection to the brand. Don’t forget it can also be used to collect data on user preferences, such as for product or site improvements.

7. Customer segmentation

Another trend that’s not new but rather newly popular is customer segmentation. The idea is simple: instead of a small number of large marketing campaigns targeting general audiences, it’s better to have a large number of small marketing campaigns targeting specific audiences.

Customer segmentation means grouping your target audience by certain traits or behaviors, such as demographics or shopping habits. This allows you to more accurately tailor your content to suit their preferences; for example, having two separate email lists for big spenders and small spenders, and sending different newsletters to each that feature different products.

graphic explaining customer segmentation
You’re free to choose how to segment your customers, but the most common divisions are by demographic, psychographic, geographic, behavioral and customer journey. Via Intercom

This strategy works best for personalization and customer engagement, as your followers receive content hand-picked for them. Beyond email lists, you can apply customer segmentation to specialized ads on different sites, categories of blog content and social media content for multiple communities.

8. Local SEO

Google frequently updates their local SEO algorithm, so if you’re a local business, you should continuously update your business’ appearance in local results too. In a way, local SEO is even more powerful than broad SEO—people searching for a specific type of business with their geographic location have more intent to purchase, so it’s easier to convert them.

For starters, you have to get verified by Google. You can do this by signing up for Google My Business and either claiming your listing or creating a new one. This helps you rank higher in Google SERPS, and also gives you the chance to offer additional information about your company to online searchers.

Screenshot for Google My Business
Registering through Google My Business is easier than it sounds.

Additionally, you want to incorporate local keywords prominently into your SEO strategy. Obviously, prioritize the name of your city or town as a top keyword, but you can go the extra mile by also incorporating related keywords. If your location has a famous landmark or quirky claim-to-fame, mention it once or twice.

9. Oldies but goodies

Not all of the best digital marketing trends of 2021 are from 2021. Plenty of marketing trends from last year or the year before are still going strong, and will continue to be game changers throughout the next year as well. And if you still haven’t implemented them yet, there’s more urgency now than ever before.

In particular, don’t forget about these ongoing digital marketing trends from 2020:

  • Shoppable Posts: social media posts that directly connect users to product checkout tend to increase conversions by streamlining the payment process. See if you’re eligible for Checkout on Instagram.
  • Gen Z Marketing: last year saw the eldest of Gen Z turning 18 and entering the workforce. If you want to infiltrate this young market, first understand the best practices for marketing to Gen Z.
  • Microinfluencers: as opposed to premier influencers, microinfluencers are more like average people who have a larger-than-average social media follower. If you attract enough of them, typically through social media contests and giveaways, you can achieve the same numbers as top-level influencers at a fraction of the cost and effort.
  • Voice Search SEO: since voice assistants first hit market a few years ago, voice searches have been upending traditional SEO tactics—people don’t use the same keywords when they talk as when they type! Try altering your SEO strategy to incorporate speech keywords.

Keep checking back with the 99designs blog throughout the year to stay up-to-date on all the latest digital marketing trends yet to come!

Need an email, ad or infographic designed?
Our designers can help you create just about anything.

Continue Reading

Sin categoría

9 top digital marketing trends for 2021 – 99designs

Published

on

So far, the digital marketing trends for 2021 seem to revolve around two distinct, but almost contradictory concepts. First is a general humanization, addressing real issues and tailoring content to suit the individual (as opposed to mass appeal) for more personal engagement. Second is a much more mechanical and technical optimization, fine-tuning the behind-the-scenes areas like SEO and how you structure campaigns—the nitty-gritty that your satisfied customers don’t see.

Below, we’ll cover 9 of the hottest digital marketing trends of 2021, to give you a head-start over your competition. Take these marketing trends to heart and consider them when outlining your own digital marketing strategy for the new year.

Digital marketing trends 2021
Illustration by OrangeCrush

Here are the 9 best digital marketing trends of 2021:

  1. Inclusivity
  2. Featured snippets & no-click searches
  3. Sustainability: loud and proud
  4. Ad-blocker blockers
  5. Image and video SEO for visual searches
  6. Interactive content
  7. Customer segmentation
  8. Local SEO
  9. Oldies but goodies

1. Inclusivity

One look at the front page headlines shows the significance of inclusivity in our current time-and-place in history. Greater numbers by the day, especially younger audiences and marginalized groups, want to see a more optimistic depiction of equality in the content they consume and the brands they purchase from. Or more accurately, they don’t want to see the same homogeneous content we’re accustomed to from previous decades.

In 2021, digital marketing includes media and subject matters that cover a variety of races, sexualities, religions, etc., as well as representation for people with physical disabilities and learning disabilities. This includes the content for your imagery and videos, but also the topics you discuss in social media and blogs, or even the line of products you offer.

example of progressive marketing with inclusivity
The research from Kantar’s #WhatWomenWant marketing campaign shows the growing number of consumers who support equality.

According to Accenture, this cultural shift is already affecting purchasing behavior: 41% of shoppers “have shifted… their business away from a retailer that does not reflect how important [identity and diversity] is to them.” The same study showed that 29% of consumers are willing to switch brands completely if they don’t showcase enough diversity—and that percentage just goes up for ethnic minorities and the LGBT+ community.

2. Featured snippets & no-click searches

For many, many years, the goal of SEO has been to get your listing in the “position number one” spot of search results. Now, going into 2021, the end-goal is continuing to shift to more SEO visibility in “position zero.”

Position zero refers to Google’s “featured snippet”, and 2021 SEO marketing trends are prioritizing it above all else. The featured snippet works differently than other search results entries—for one thing, it’s separated by a small box and located at the top. More importantly, it also displays extra, relevant information with the attempt at answering the user’s question without them needed to click on it, prompting the nickname “no-click search.”

Featured snippet of 99designs for “How to design a logo”
Our blog article wins the featured snippet for “How to design a logo.” Notice how it’s set apart from the other search results for better visibility.

Although it sounds counter-intuitive to forego someone clicking on your link, the recognition you get as a thought-leader outweighs a single click/visit. Moreover, featured snippets are sometimes read aloud with Google Assistant voice searches.

If you’re going to target a featured snippet yourself, there’s a few things to know. For starters, featured snippets are mostly for long-tail keyword phrases like questions (such as “how to design a logo”). They come in different forms, from step-by-step lists to straight-up definitions to even videos (and more), so match your content with the appropriate format.

In the content itself, make sure you answer the keyword question clearly and succinctly, preferably with bulleted lists or a table structure.

3. Sustainability: loud and proud

Just like the digital marketing trend of inclusivity, people in 2021 are similarly passionate about environmentalism. They want to make sure the brands receiving their money are just as concerned for planet earth as they are.

With 81% of consumers strongly feeling companies should help improve the environment, what we’re seeing is a popularity boost for sustainable and eco-friendly brands, especially for younger consumers. This goes well-beyond the market for green products—every brand can benefit by broadcasting their sustainable practices.

Branding for ecofriendly, green, and environmental companies
With the right digital marketing design, you can visually communicate your brand’s environmentalism without saying a word.

The key is communicating your sustainability through your branding and content to make environmentalism part of your identity. There are plenty of different ways depending on your branding style, such as displaying a banner prominently on your site, or discussing it repeatedly on social media. You can even opt for more subtle methods, such as branded reusable tote bags or conveying green themes through your brand’s visual identity.

4. Ad-blocker blockers

The digital marketing trends of 2021 aren’t all about positivity and progress—it’s also about overcoming obstacles like ad blockers. With 27% of internet users expected to use ad blockers in 2021, many marketers are having their primary stream of traffic automatically cut off at the source, including PPC campaigns.

First, you want to check how big of a problem it is for you—your ad data and analytics should tell you what you need to know. Depending on your target audience or where you post ads, the damage might be negligible.

System32Comics webcomic about ad blockers
The customer is always right. Via System32Comics

If your ads do fall victim to ad blockers, your best strategy is to adapt—don’t waste time trying to convince potential customers to change their own preferences. Readjust your advertising budget to suit other, more fruitful campaigns, like influencer marketing or sponsored content. Younger audiences don’t respond well to display ads anyway, but they do respond well to influencer marketing, so making the switch is advisable in any situation.

5. Image and video SEO for visual searches

You already know you can search for images and videos by typing in keywords, but did you know you can also submit existing images for a search, or even take original photos and search for context? As more users discover these visual search techniques, it changes the overall landscape of SEO in general.

Google Lens promotional image on find products
With Google Lens, people can take a photo of something they want to buy and receive search results that lead directly to product pages.

To capitalize on the increased amount of visual searches, you want to make sure your image and video SEO campaigns are in tip-top shape. For starters, apply the basics:

Moreover, familiarize yourself with Google Lens, especially if you’re an ecommerce brand. Handle your SEO techniques right, and you can take traffic away from competitors when shoppers conduct picture searches for products or barcodes.

6. Interactive content

Here’s a trend that’s technically been around for awhile, but it’s just now being recognized as a best practice. Interactive content doesn’t just promote more engagement, it also improves the user’s enjoyment.

Interactive content like quizzes, open-ended questions, surveys, contests, giveaways, polls, calculator widgets, etc., can do wonders for your brand. At the very least, they increase the length of time users engage with you, which helps your standing in algorithm-based searches and feeds. But more importantly, people want to be engaged, so interactive content almost always improves your user experience.

Twitter polls used as a digital marketing trends for 2021
Twitter Polls are quick, easy and effective—just be sure to stay on brand with topics. Via @Social_Hire

Interactive content is part of the greater trend towards personalization; by allowing the users to answer for themselves or have their opinion heard, they feel a more personal connection to the brand. Don’t forget it can also be used to collect data on user preferences, such as for product or site improvements.

7. Customer segmentation

Another trend that’s not new but rather newly popular is customer segmentation. The idea is simple: instead of a small number of large marketing campaigns targeting general audiences, it’s better to have a large number of small marketing campaigns targeting specific audiences.

Customer segmentation means grouping your target audience by certain traits or behaviors, such as demographics or shopping habits. This allows you to more accurately tailor your content to suit their preferences; for example, having two separate email lists for big spenders and small spenders, and sending different newsletters to each that feature different products.

graphic explaining customer segmentation
You’re free to choose how to segment your customers, but the most common divisions are by demographic, psychographic, geographic, behavioral and customer journey. Via Intercom

This strategy works best for personalization and customer engagement, as your followers receive content hand-picked for them. Beyond email lists, you can apply customer segmentation to specialized ads on different sites, categories of blog content and social media content for multiple communities.

8. Local SEO

Google frequently updates their local SEO algorithm, so if you’re a local business, you should continuously update your business’ appearance in local results too. In a way, local SEO is even more powerful than broad SEO—people searching for a specific type of business with their geographic location have more intent to purchase, so it’s easier to convert them.

For starters, you have to get verified by Google. You can do this by signing up for Google My Business and either claiming your listing or creating a new one. This helps you rank higher in Google SERPS, and also gives you the chance to offer additional information about your company to online searchers.

Screenshot for Google My Business
Registering through Google My Business is easier than it sounds.

Additionally, you want to incorporate local keywords prominently into your SEO strategy. Obviously, prioritize the name of your city or town as a top keyword, but you can go the extra mile by also incorporating related keywords. If your location has a famous landmark or quirky claim-to-fame, mention it once or twice.

9. Oldies but goodies

Not all of the best digital marketing trends of 2021 are from 2021. Plenty of marketing trends from last year or the year before are still going strong, and will continue to be game changers throughout the next year as well. And if you still haven’t implemented them yet, there’s more urgency now than ever before.

In particular, don’t forget about these ongoing digital marketing trends from 2020:

  • Shoppable Posts: social media posts that directly connect users to product checkout tend to increase conversions by streamlining the payment process. See if you’re eligible for Checkout on Instagram.
  • Gen Z Marketing: last year saw the eldest of Gen Z turning 18 and entering the workforce. If you want to infiltrate this young market, first understand the best practices for marketing to Gen Z.
  • Microinfluencers: as opposed to premier influencers, microinfluencers are more like average people who have a larger-than-average social media follower. If you attract enough of them, typically through social media contests and giveaways, you can achieve the same numbers as top-level influencers at a fraction of the cost and effort.
  • Voice Search SEO: since voice assistants first hit market a few years ago, voice searches have been upending traditional SEO tactics—people don’t use the same keywords when they talk as when they type! Try altering your SEO strategy to incorporate speech keywords.

Keep checking back with the 99designs blog throughout the year to stay up-to-date on all the latest digital marketing trends yet to come!

Need an email, ad or infographic designed?
Our designers can help you create just about anything.

Continue Reading

Sin categoría

6 essential marketing trends for 2020 | Smart Insights

Published

on

Examples of digital marketing tools and techniques to give you an edge in the year ahead

Well, we’ve nearly made it! For years I’ve been looking to the future, predicting how innovations in digital media, platforms and technology will shape marketing in 2020. The cutting edge examples certainly show the exciting opportunities available – there is almost too much choice…

In this article, I’ll explore six key marketing trends based on examples and research on the adoption of the latest marketing techniques and technology marketers can use.

For recommendations on tapping into the innovations in different digital marketing channels, including email, social media and search engine marketing, see all the other posts from the Smart Insights team covering channel-specific digital marketing trends for 2020.

Need a plan to create a winning marketing strategy?

Get started today using a tried and tested step-by-step process to optimize your marketing.

Start Now

In 2020, we can see the huge impact that digital marketing has had over the last decade, and more. Looking at advertising alone, these eMarketer predictions show how the duopoly of Facebook and Google dominate paid media investments online, although offline media buys remain important for many larger brands.alfred

Trend 1. Lifecycle marketing

Although it’s often said that the ‘funnel is dead’ since consumer follows non-linear journeys, regardless of the product or service you’re involved with marketing, it will always be the case that to grow a business, your primary focus is growing awareness, closely followed by increasing customer leads and prospects.

This focus is shown by the latest Altimeter / Prophet State of Digital Marketing report, which shows a primary focus on increasing awareness.

The role of digital in creating a unified customer experience is also high in the response, but it’s shocking that digital marketing isn’t seen as a driver of boosting revenue from existing customers. It’s an artefact of the question since digital marketing is effective in achieving all of these goals, including customer retention.

A more practical way to plan to integrate online marketing into marketing activities is to consider communications from a customer point-of-view through the customer journey. I call this always-on lifecycle marketing and recommend you review your use of online AND offline media across the customer lifecycle.

An example of an audit is shown by this example of the use of marketing activities by a B2B company, which although strong at the top-of-funnel in terms of activities used, is less strong in the middle and bottom-of-funnel nurture and re-targeting activities. Many businesses are adopting marketing automation and account-based marketing technology to implement these touchpoints. See the article linked to above for all of the potential activities that can be audited.

Trend 2. Conversational marketing

For me, this is the most exciting trend in marketing today, bringing together rapid consumer adoption of smart speakers and innovation in search query processing, conversational interfaces and messaging.

Conversational marketing was highlighted as a key innovation in the latest Gartner hype cycle alongside Artificial Intelligence, which often fuels it.  You can see that of the technologies on the Innovation Trigger slope, many aren’t expected to become mainstream for 5 to 10 years. Of those forecast to hit the mainstream within the next 2 to 5 years, the three most significant for marketers to consider are personification, real-time and conversational marketing.

Gartner explains:

Conversational marketing technologies enable interactions between companies and customers that mimic human dialogue and do so at scale. This category is near the Peak of Inflated Expectations phase”.

Personally, I think the hype about smart speakers to support the purchase journey is just that. While some products lend themselves to purchase, where a choice is to be made amongst complex products, they just won’t cut it until we have truly intelligent comparison bots. However, the research suggests I may be wrong. A study of 2,000 British adults commissioned by Artefact UK, an AI and data-driven agency, reveals that:

“Six out of ten smart speaker owners (60%) have used them to make a purchase in the past year. In fact, nearly a quarter (22%) said they have done so within the past week”.

I believe that building in more relevant to web, email and mobile-based conversations can have a bigger impact by boosting relevance and speaking in a more personal tone. Persado is an interesting tech here.

Persado uses a copy impact classification applied to existing copy, which is used to tailor copy and calls-to-action on an individual basis.

For example, using Persado Natural Language Generation to run an experiment, Air Canada sparked a higher response using Anxiety language getting a 3% engagement lift, compared to a 5% drop using Exclusivity language, and a 3% drop using Safety language.

Another example of  AI application is nutrition and wellness retailer Holland & Barrett using AI to provide better-targeted emails. This Machine Learning approach from Tinyclues goes beyond optimizing copy using a tool like Persado, instead, it also involves targeting based on the behaviour of individuals to create more micro-targeted campaigns.

Speaking at a session I chaired at the Email Innovation Summit, Richard Lallo, Head of Digital Marketing, described what he calls ‘strategic promotions and mono-product pushes’ in a campaign. The business was able to drive campaign revenue and increase re-purchase rate while sending emails. Campaign revenue increased by 27%, open rates increased by 19%, while email send volume decreased by 23%, which also gives cost savings.

Sign up for Free membership

Trend 3. Insights-driven marketing

At Smart Insights we’re huge fans of using analytics and insight to drive business performance and optimize the results from digital marketing. It’s why we’re called what we are.

Improving their data-driven marketing is an aim of many businesses indicated by the most desired skill amongst digital marketers revealed by the Altimeter/Prophet State of Digital Marketing report.

Data-driven marketing

Businesses using this approach are trying to gain the benefits reported by Mckinsey research that suggested that:

Intensive users of customer analytics are 23 times more likely to clearly outperform their competitors in terms of new customer acquisition than non-intensive users, and nine times more likely to surpass them in customer loyalty.

In addition to advances in customer analytics supported by CDPs described in the next section, new Voice of the Customer (VoC) techniques, such as online-hosted customer communities, can improve customer preferences for future products and how they are delivered.

For example, Red Bull used insight platform Vision Critical to launch a community of consumers passionate about the energy drink category. By providing a deeper understanding of consumer preferences, the community challenges widely-held assumptions. The company, for instance, learned who consumes Red Bull drinks — and how and when they buy — were changing. Data from the community provides insight on the competitive landscape, revealing channels the company can enhance to improve growth. The community also helps Red Bull deliver more value to retailers.

Trend 4. Marketing technology

Today, Marketing Technology (Martech for short) presents a bewildering choice of software services for businesses looking to improve their management of digital media, experiences and supporting data. If your business and your agencies adopt the right blend of Martech, it can help give you an edge against competitors, but if not, you may be missing out on the insights and automation processes they are using.

The latest 2019 Martech supergraphic from Scott Brinker, a specialist who hosts Martech conferences and has advised on technology for HubSpot, has created this somewhat scary map of all the potential categories and services that companies can use.

To highlight the range of great services available and to simplify the options a little, we designed this essential digital marketing tools infographic to recommend the categories of tools you should consider across the Smart Insights RACE Planning system and highlight the most popular, most capable tools.

We will create the annual update for this in early 2020, discussing it recently on LinkedIn has highlighted some of the latest trends that aren’t evident from this version of the wheel. Raviv Turner, Co-Founder, of B2B service @CaliberMind said:

“No MarTech stack is complete these days without the third leg of CRM, MAP & CDP. The only way to map, store, analyze and act on the complete end-to-end customer journey is having all the data in one place using a Customer Data Platform (CDPs).”

I’m not sure ‘the only-way’ is accurate, but that is the sentiment.

Kristen Obaid, Always On digital marketing campaigns manager for an international Education company, added:

“The Salesforce and Adobe MAPs are underrepresented here (eg Pardot can be used for email, social, CRM, CMS, audience management, analytics. Krux is now SF. They can both be used as DMPs if the data is configured properly.) BI with simple data integrations (like Domo, Tableau) are also missing, plus Intercom for service CMS eg FAQs, and Drift for automated service chat”.

Trend 5. Consumer Privacy and KYC

Repeated privacy faux-pas by Facebook, Google and security breaches at other brands leading to the release of customer details have highlighted to consumers that their data isn’t as safe with online brands as they may have once thought. Privacy regulations like GDPR have been enacted to improve data privacy with increased fines.

Record fines have arisen in 2019 from the maximum penalty for contraventions increasing under GDPR to up to €20m (£17.5m) or four percent of global turnover – whichever is the greater.

British Airways, was issued with a proposed fine of £183m for a breach of customer data and a £99 million fine on hotel chain Marriott for failing to protect personal data contained in approximately 339 million guest records.

While these may be more the concerns of the CIO or CFO rather than the CMO, it shows the need for marketers to work with colleagues to mitigate the potential impact of security breaches and reassure customers.

At the same time, we have seen a decreasing effectiveness of traditional identification methods such as cookies for tracking, which makes media ROI determination – supposedly one of the key benefits of digital channels – more difficult.

Emerging technologies can potentially help with both of these challenges.

New Identify Management or Know Your Customer solutions are being developed that can both improve security, reduce fraud and improve insight about customers across multiple devices.

For example, UK startup Hooyu blends traditional methods of customer verification such as database checks (where available) with ID document validation, digital footprint analysis, geo-location and facial biometrics. While this is most relevant for banks and other gambling applications, it indicates the range of data points that are now available.

With these consumer concerns and new legislation such as the EU ePrivacy legislation about to be launched and the inaccuracy of tracking online with increasing restrictions built into browser like Chrome and Safari it seems like the days of the cookie (and particularly third-party cookies) and digital fingerprinting may be numbered. This means that businesses should be considering other alternatives if they aren’t already.

Discussing Unified ID – Why Identity becomes a key success factor in the post-cookie era era – Alwin Viereck, Head of Programmatic Advertising and Ad Management, United Internet Media estimates that

More than 20% of all cookies in a desktop environment do not live longer than a day and a further 15–20% do not survive a month. For vendors in a third party context (which are typically all participants of the programmatic ecosystem), the problem might even be worse.

Multiplatform consent solutions like Sourcepoint and Identity and Access Management integration solutions like Auth0 and OneIdentity will be adopted more widely. Within AdTech new solutions will have to be found in response to Google and Apples Ad-targeting limitations.

Trend 6. Digital transformation and Marketing Transformation

Our managing digital marketing research revealed many challenges in terms of how digital marketing is run in companies today. Problems included a lack of focus on integrated strategy, testing, and optimization and structural issues like teams working in silos or a lack of skills in integrated communications.

To counter these types of problems and to make the most of the opportunities for growing a business through digital marketing, many businesses are now putting a digital transformation programme in place.

Digital Transformation research

The aim of digital transformation is to develop a roadmap to improve digital capabilities and skills, while at the same time, integrating ‘always-on’ digital marketing activities with brand and product marketing in the business.

This chart from the research shows that many businesses are active in transformation to try to achieve this aim through the success factors covered in this briefing.

Despite some talk that we might be in a post-digital world by 2020 and some traditional marketers suggesting that “it’s time to shut down digital marketing for good” the reality is that many specialist digital job roles and are needed to run digital marketing activities as my post ‘10 reasons you still need a digital team‘ shows.

A common practice that we can expect to continue in the future is a move to a hybrid approach to managing digital marketing with digital marketing skills being developed in marketing teams as suggested by this structure.

Digital marketing governance modelHowever, the label of a ‘digital department’ is outmoded, since the creation of large digital teams has caused silos to develop with other marketing and product teams. Instead, we can expect a continued move to a digital/marketing Centre of Excellence model. The DCoE will be smaller ‘digital services units’ that track the latest developments in development, advising on new digital techniques and technologies.

Through the year, we’ve been adding to our tools to help all members assess how well their businesses are adapting to using digital media and technology as part of Digital Transformation. To review your digital readiness, either for integrated digital marketing or individual channels, download our benchmarks or take our interactive capability graders.

All the best for grasping the opportunities from digital marketing in 2020 and beyond! To help you on your way take a look at our benchmarking templates, each of which will give you a quick review for digital marketing governance and the key channels like search, social, email marketing plus analytics, content marketing and experience.

Continue Reading

Trending

Copyright © 2020 Zox News Theme. Theme by MVP Themes, powered by WordPress.