Jorge Zuñiga Blanco discusses the latest trends in eCommerce marketing as 2021 advances

The COVID-19 pandemic has not twisted the evolution of Digital Marketing but has forced many companies to take it more seriously and invest more in digital visibility. And in fact, the pandemic has accelerated five years of technological advancement in many industries, and marketing is no exception. Jorge Zuñiga Blanco, an entrepreneur and marketing expert from Costa Rica, explains some of the latest trends to come to the eCommerce marketing segment as COVID-19 continues to be a threat.

Do not stop advertising yourself on social media channels and, if you did not do it before, with greater reason, you should do it. The use of social networks registered growth of 19.4% last year compared to 2019 and another 25% this year compared to 2020.

Tik-Tok is the new and biggest target for marketers. It is a massively popular social network with more than 800 million users. During the confinement of last year, it gained more strength than ever. “This social media platform has a lot of potential, especially from the point of view of advertisers,” asserts Zuñiga.

Live streaming is one of the most popular results of the pandemic. This format allows users to interact live, managing to generate a closer relationship with them. Thus, followers become part of the transmission and stop being only receivers, increasing the engagement rate and involvement.

From 2016, the eCommerce space began to see that companies showed greater interest in robots and how these machines could develop immediate processes generating great benefits. This has led to chatbot trends in 2021, projecting that more than 50% of organizations will employ this technology as a means of service.

Another of the trends of Digital Marketing 2021 and 2022 is that, having lived the pandemic situation, many stores, shopping centers and even the hotel industry or other companies, have been forced to close. That has meant that many consumers have to buy any type of product online. “During 2021, technology will be used much more to generate better human experiences,” states Zuñiga. “In addition, to personalize marketing and sales actions and work on empathy and trust of the brand towards its potential customers.”

Having a personal brand will be the difference between the most resounding success or the most resounding failure, for all modern marketing professionals who want to sell themselves online and be relevant in the sector in which they move. And the task is no longer as easy as years ago when being known was enough. Now a person who has a personal brand is a leader who not only knows many people, but is respected for having a solid proposal and bringing fresh ideas to the community to which he belongs.

Omnichannel marketing is the ability of a company to promote its products or services in a coordinated manner in all the channels in which it participates and create 360 experiences. Multichannel marketing enters this elaborate list of current marketing trends because it does not matter if your customer is on the web, in ecommerce or in the physical store. The modern user demands that each brand they trust is consistent, functional and close. Thus, omnichannel marketing will allow you to get to know your users deeply and systematically synchronize your online marketing and traditional marketing strategies.

GPT-3 is a neural network that writes original texts better than humans. It is just one of the advances in artificial intelligence (AI) that are already a reality, although we all thought it would not happen for ten or 20 years. It can even solve technical questions that a highly qualified engineer does not know how to answer.

During these times of pandemic, in which confinement and social distancing have been the norm, economies across the world have been seriously impacted. Although the restrictions were necessary for public health and impacted certain retail channels, they also had a positive impact on online sales.

Written By

Jorge Zuñiga B