Digital marketing transformation in 2021

2020 showed businesses that being adaptable to changes is the top surviving skill. While the COVID-19 pandemic knocked several industries down, it also boosted digital transformation. A long-term digital strategy for 2021 can help businesses to meet evolving customer needs and expectations. When everyone is online, the question is: “how to spend your marketing budget more efficiently?”

The Appservice team analyzed consumer behavior and took a broader look at marketing trends that will change the marketplace in 2021. 

  1. Mobile functionality first.

Social distancing made it more common for consumers to shop, purchase, and interact with the business via mobile apps. Mobile online traffic share has already reached 76% worldwide. In the US only it makes up around 40%. Mobile app usage has increased to 20% in 2020 and is expected to increase even more. Google and Bing continually update their algorithms, making it essential for websites to be mobile-responsive. Customers would like to have a smooth mobile experience for their needs. 

Helpful advice

Make sure that your business has a user-friendly mobile adaptive website or a mobile app. You can more accurately predict sales from pre-order options in your app. Loyalty rewards, product information, gamification elements, push notifications help a customer to purchase a wider range of products. Don’t forget that consumers use their phones to look up information about something they saw in commercials and when they look for a local business. Double check that your business is easy to find.

  1. Streaming platforms and live-videos

Live-videos and streams are now three times more popular than before. People like to feel engaged with players or people from videos. Twitch – live streaming gaming platform, claimed 65% share of hours viewed (3.1 billion), and 72% hours (121.4 million) streamed against game streaming rivals in Q1 2020. Broadcast presentations of new products or services can be done on Youtube, Instagram, and Facebook. About 73% of B2B businesses use live video to reach their target audience and report positive feedback. Livestream videos are an effective and inexpensive tool that can help you reach your audience, expand your brand, and drive more sales.

Helpful advice

Think of a strategy for your product’s presentation live promotion, prepare the newsletters and announcements. Warm-up your audience in advance by showing the teaser, and then during the stream, provide some giveaway elements to gain more interest. Rehearse your message – it should be clear and catchy. Offer tutorials and how-to videos to help your followers solve a problem in your industry. Interact with your audience as people are more likely to fall into emotional content and try new forms of performance. 

  1. Influencer marketing

Social media use dramatically increased during the pandemic, and this trend will be lasting. 40% of people reported that they bought a product online after seeing it used by an Influencer on Instagram, Youtube, or Twitter. That happens because native advertising is subconsciously taken as a fact, not as a direct ad. Influencers know their audience well and speak the same language, so it’s easier to build trust in your brand. It’s even better to address micro-influencers, as they are more industry-related, and their audience is more niche and loyal.

Helpful advice

Study your industry influencers and think of a cooperation strategy. Build an in-depth portrait of your buying persona and find a platform where these people spend their time. Use automatic helping tools to find the influencers for your business:

Create a content plan for cooperation and maintain your brand awareness through their messages. 

  1. Video marketing

Here is some statistics that shows why should you use video marketing:

  • According to a YouTube report, the consumption of video content grows by 100% every year. 
  • 59% of company decision makers would rather watch a video than read an article or blog post. 
  • 64% of customers are more likely to buy a product online after watching a video about it.
  • Adding a video to marketing emails can boost click-through rates by 200-300%.

Helpful advice

Video content is easy to memorize, it stands out in the newsfeed, and it’s far more viral than text. Make sure to keep your videos in line with your brand strategy. Double-check fonts, colors, logos, and voice. Don’t forget to put the link to your website while using video platforms. Add video to your website, landing pages, and commercial offers that will improve your company SEO value and click-through rates. Use videos to tell the brand story, to introduce a new product or service, to demonstrate full functionality, to invite people to online events, to show educational content.

  1. Audio marketing

While video content is the king for age groups of 18-35, audio content becomes popular among age groups of 30-49. Podcasting increased its popularity in the last two years, and now there are more than 1 mln podcasts on iTunes only. Voice search has never been so popular. Alexa, Google Home, and Siri can help you to find and order whenever you like. Your task is to think about the keywords for the search.

Helpful advice

Lifestyle on-the-go provides an opportunity for a brand to tell a story everywhere and at any time. You may either make a podcast of your own, inviting guest speakers or showing insights of your company, or search for podcasters in your industry and cooperate. Regular content provides a long way to keep people connected with your brand. Link the podcast to your blog or other social channels to increase the reach and participation of your community. Provide an opportunity to ask questions and leave comments, so you may have feedback and QA sessions after.

  1. Chatbots marketing

Chatbots allow you to have a conversation with your potential customer 24/7 without any additional resources. Customers prefer to communicate with a chatbot rather than with a live person because it provides answers quickly and saves the story of your messaging thus users save their time. Facebook, Instagram, and Twitter have already implemented chatbots of their own. Save your time and resources – add a chatbot to your website.

Helpful advice

Chatbots can be used for different purposes. They can lead a customer through your sales pipeline appointing the time for consultation, narrowing down customer service issues to a specific category, or answering the FAQ. Try to stand out from your competitors by the manner of chatbot communication, set your conversation trees accurately.

  1. SMM

Dynamic growth in social media presence introduced a huge number of opportunities for brands this year. Creative and original ways of communicating with your audience, either in B2C or in B2B segments, help your brand loyalty and awareness. Pandemic moved baby boomers online. According to the Hootsuite research 2020, 70% of internet users aged 

55-64 say they’ve bought something online in the past month, and 37% are planning to continue doing so more frequently when it’s over. Now Instagram and Facebook allow you to shop online, introducing the shoppable posts. So if you still don’t have a social page for your business – stop missing that opportunity.

Helpful advice

Build connections with your customers via your social media. Communicate, fix main complaints, and help your customers to have a user-friendly journey with your business. Engage the audience to generate their own content via challenges and competitions. Bring back some of the fun in the buying process by using Instagram Live or Pinterest as virtual showrooms. Include baby boomers in your creatives without stereotypes. And don’t forget to track the data from your UTM marks to more productive work on your content.

Digital marketing is a new reality for 2021 that businesses should adapt to survive. Fortunately, several companies including Appservice have deep expertise and willing to help whether you’d like to develop a good-looking website or mobile app, implement a chatbot, connect the streaming platform, or any AdTech solutions.

Don’t hesitate to  get in touch.


Service Industry and IT trends 2021

Service Industry adopted IT services for quite a time, which has changed the way businesses work. Document management, supply chain management, operations management were streamlined by software services, which reduced costs, eliminated unnecessary business processes, and enhanced the efficiency of faster decision-making and isolating problems. Now the organizations are focused on Social, Mobile, Analytics, and Cloud (SMAC), which are customer-focused.

According to the Market Segmentation, the following sectors that will have the highest growth rate are Managed Services, Professional Services, and Telecom Services.

The ongoing COVID-19 pandemic caused uncertainty and profound shifts on a global level. The crisis brought some challenges for companies around the world; the major one is remote work. During the rush of transmitting the workflow from offices to homes, IT departments deployed technologies to maintain business processes during the global health crisis. The massive move will continue to make waves, as many companies reopened the opportunities of flexible working arrangements.

Adopting digital workflows, optimizing business operations, and bringing innovations to meet the needs of a new market will continue to drive businesses around the globe. Flexible work policies necessitate additional technology investment. Modern communications are vital for businesses to function efficiently. That means investment in tech is essential for maintaining productivity levels.

Company size will be one of the significant factors in IT budget planning for 2021. Small and mid-size businesses (up to 1000 employees) will concentrate on upgrading outdated infrastructure and supporting a remote workforce. They will focus on industry-specific apps development, such as catering, education, healthcare. While enterprises will contribute to business operations to support their needs as changing regulations, recent security breaches, communications, and productivity software.

IT investors deprioritize employment sectors as pandemic cuts the hiring need for many companies. Ed-tech, on the other hand, will continue to grow in favor of more pressing needs such as employees’ training, support for remote workers, and distance learning.

Pandemic is driving new business needs to the service industry, thus holding the revenue of digitized businesses within 80% compared to 2020. IT now plays a vital role in connecting the client with the service, including web and mobile apps, educational and sharing platforms, loyalty programs.

Thus software providers may see the increasing business needs of their domain and try to identify the interest in their products and services. The right time and the right message will deliver your offer to the end customer, and Appservice may help you with software development. Appservice company has deep expertise in software development for the Service industry and may help your business become a success.

Have an idea?

Feel free to get in touch.


Top five tech trends during the second wave of COVID-19

COVID-19 pandemic is the greatest challenge the world has faced in many years. It impacted every industry, transforming people’s lives and businesses, and altered the course of companies development. In this article, we are going to outline increasing IT tech trends for 2020-2021 and how businesses can use this information for investment. 

Gartner’s research forecasts a decrease in IT spending to total $3.5 trillion in 2020, a decline of 7.3% from 2019. 

But the pandemic didn’t stop, which means that all industries will tend to evolve to have less physical experiences. People in 2021 will rely more on digital technologies in their day-to-day operations. Therefore companies should integrate emerging technologies to stay competitive in the market.

Lockdowns all over the world made millions of employees continue to work remotely. Anywhere operations are vital for businesses. Service should be accessed, delivered, and enabled anywhere where your customers or business partners are. That trend encouraged several industries’ growth.

1. Project management tools.

Many industries now use CRM and ERP systems to manage the workflow and track the time employees spend at work. The more customized solution is the more likely the industry would like to use it or develop its own. Agile methodology and cloud-based solutions help to bring new technologies into the trend. Personalized customer experiences and eliminating redundant tasks through automation boosts productivity. Easy access from desktop, mobile, or tablet makes it possible to work from any place and improves flexibility. For the software providers that open new markets like platforms for distance education, telemedicine, church and prison management, HR, and marketing tools.

2. Cloud-based solutions.

Cloud-based solutions are a must in post-COVID reality. All the important data can be stored securely in the cloud with shareable access. The backup option, provided by cloud storage, allows your documents and files to stay safe when your computer crashes, servers fail or you can’t get to the office. It also saves money, as you don’t store anything on physical devices, so you don’t have to maintain or replace them. Besides, now cloud-based solutions are customized and continuously evolve bringing profits through subscription-based models. Developers can design client-oriented products, building a stable subscriber base, and increasing productivity and efficiency.

3. E-commerce.

Service industries became much more tech-savvy because of lockdown and social distancing. Now app-based ordering, online tracking, voice ordering, and user ratings are a part of everyday life. Delivery and peer-to-peer platforms are now changing the landscape through innovative product offerings. Amazon’s online grocery sales in the second quarter of 2020 tripled year over year. Self-quarantine brought the elderly segment to the market. More than a million new users of age group 65+ entered online shopping. That means high demand for UX and UI designers and more user-friendly interfaces and marketing funnels as convenience beats price.

4. Artificial Intelligence.

AI uses algorithms to solve tasks by studying large amounts of data to make conclusions or statistical estimations. Data processing, face and speech recognition became possible due to AI. We use AI in neuron networks, chatbots, analytical tasks for financial services. User-friendly services will invest in chatbot development for online retail, banking, property, insurance, financial and legal advice markets. AI-as-a-service platforms such as Amazon Web Services (AWS), Microsoft Azure, Google Cloud, and IBM Cloud give a boost to the popularity of machine learning among the developers. AI algorithms in 2021 may help businesses to organize effective logistics, provide 24/7 customer support, and post visual content on social networks.

5. Cybersecurity.

The amount of data in cyberspace provides a possible threat of cyberattacks. Next-generation firewalls, malware protection, DNS filtering, antivirus software, and email security solutions are rapidly evolving to protect data from leakage. Data-driven technologies require a high level of cybersecurity as thousands of people are working remotely and the volume of data is enormous. Cybersecurity is a must in such spheres as file storage, intellectual property, stock trading, crowdfunding, legal services.

COVID-19 pandemic not only restricted some companies from IT spending but also created long-term trends that may significantly transform many industries both inside and outside the technology sector.

The tools for the implementation of new trends demand reskilled specialists for the job. Have a closer look at the most emerging and popular tech skills for 2020. Thus businesses can plan their scaling and restructuring, taking into account all the factors of the upcoming year.

Appservice company has deep expertise in the above-mentioned technology stack and may help your business become a success.

Planning to scale your business after the second wave of COVID-19 pandemic?
Feel free to get in touch.