Google reveals its marketing trends forecast

As it does every year, Google has asked a panel of experts from across the search engine to identify the marketing activities and technologies that are expected to make waves over the coming 12 months. This list is always of great interest for marketers, giving a sneak peek into the minds of key Googlers from across the region and hinting at some of the tactics that they may already be seeing emerging from forward-thinking campaigns.

If you’re planning your marketing strategy for the year and wondering how to make your business apps stand out, consider employing some of these tactics and trends.

1. Expect apps to be more popular than ever

Great news if you’re planning a new app for your business – Google says apps will be more in demand than ever this year, making your mobile app a real advantage when it comes to marketing your business, products and services over the coming 12 months.

The search engine notes, “The big media consumption story in 2020 was time spent on mobile. Globally we spent over 1.6 trillion hours on our phones in the first half of the year. And in the third quarter, apps usage surged by 25% YoY, with 180 billion hours each month spent on apps. The same research highlights that categories expected to particularly benefit from this rise in app popularity include food delivery, games, online learning, entertainment, and shopping.”

As we move forwards into the year, leveraging your app and considering how it can add value to your audience is more vital than ever.

2. Be focused on data privacy

Last year saw lots of conversations around app data and privacy permissions and Google clearly expects this to continue this year. What’s more, it seems that more businesses will also make it a priority. When creating and marketing your app, it could well pay to be clear on data privacy policies so consider how you can communicate your values in this area to build trust with users.

3. Invest in live events and online video

In-person events were widely cancelled last year, meaning there was an immediate and necessary shift online. With the online consumer now firmly entrenched, video looks set to play a key role in offering event like experiences to consumers. This plays directly into the hands of brands with websites, social media channels and apps, which can all be used to deploy digital experiences. Google advises, “Being successful in 2021 means tapping into the online video trend to reach and engage the consumer where they are.”