Food For Thought: Digital Marketing in 2021

The era of digital marketing was born when the internet was created. Since then there have been waves of change that have washed out inflexible businesses and amplified the forward thinking ones instead.

Let’s take a bird’s eye view at some of the recent, or approaching, changes:

Artificial intelligence (AI)

AI can be used to increase sophistication in many areas of a business, but when it comes to marketing in particular, AI can analyse customer behaviour, identify patterns and use data from social media platforms and blogs to help businesses understand their customers. It is commonly being used across many marketing mediums to forge better results.


In a world gone mad for mobile, one of the most momentous digital marketing trends of 2020 is the emergence of 5G technology. This update creates a new era of communications and its impact will be felt across almost every sector.

Visual search

This has elevated user experience. You can now upload an image to carry out a search and get more specific results, effectively turning your phone’s camera into a search bar.

Google Lens is a visual search engine, which recognises objects and landmarks through a camera app. This also poses a new direction for visual search engine optimisation (SEO).

In addition Pinterest has launched a beta version named Pinterest’s Lens which now recognises 2.5+ billion objects. 


To stand out in 2021, businesses need to personalise their marketing – including content, products, emails and much more. Consumers are becoming more and more annoyed with generic advertising and are more likely to engage with a company if it offers personalised experiences.

Firms are realising that personalised, triggered emails based on behaviour are 3x more effective than generic emails.

Privacy laws

The CCPA (California Consumer Privacy Act) and GDPR (General Data Protection Regulation) had many marketers running for the hills. In certain parts of the world, businesses are forced to pull their socks up and take action. As technology advances so will legislation governing privacy.

Marketers have no choice but to play by the new rules or miss out. Marketers will have to earn the contact information of their targets rather than participate in mass marketing.


Numerous businesses state that video has improved their conversation rate, confirming the importance of incorporating video into your digital marketing strategy for 2021.

It has the power to increase confidence in your businesses products or services in a short period of time. It is also by far the most popular way in which customers want to learn about new products.

There are different options for driving higher engagement with video marketing – from a simple video post, to doing a live broadcast on Facebook, Instagram or LinkedIn.

It is very easy to reformat video content. E.g.: If you have a video for your YouTube channel, you could:

  • Transcribe it to create a text version
  • Publish the transcription as a blog under an embedded YouTube video for better rankings
  • Turn the transcription into a standalone blog with a short rewrite
  • Tear off the audio – use it as a podcast episode
  • Use video thumbnails in your email marketing campaigns and the word ‘video’ in subject lines to increase open rates
  • Use live videos for interviews, product demonstrations and behind-the-scenes glimpses of the brand such as ‘life in the office’ or ‘company events’
  • Create personalised video messages rather than make phone calls or send emails. With high-quality phone cameras, this has never been easier

Predictive and augmented analytics

This method utilises predictive analytics by using data, predictive modelling and machine learning to detect patterns and attempt to predict the future.

In terms of digital marketing trends, we will see a lot more of this, as it is being used in progressive lead scoring and branching logic, as well as targeting, segmentation and positioning. It can also shape individual personalisation, which helps marketers improve a customer’s life time value.

Push notifications

Almost twice as many people sign up for web push notifications compared to a newsletter. It is much harder to achieve a newsletter sign-up rate that matches the performance of push notifications.

Six hours is the average time that passes before a recipient opens a newsletter. With web push, the recipient will see the message immediately.

Position ‘zero’ in search engine result pages (SERP)

Voice search has been rising, thus rocking the search engine optimisation boat. A noteworthy example is the escalation of the featured snippet, which appears in the highly sought-after “position zero” in Google’s search engine results pages. This is yet another avenue to explore through SEO spectacles.

Whilst these are just some of the latest digital marketing trends, they only scratch the surface – but with them come an abundance of opportunities for those willing to jump onto the digital bandwagon.

If you are interested in learning more about how Bubble Agency can assist you with a stand-out digital marketing strategy to drive successful results for your business, please email:


A Few Kind Words...

Kapil Gadhire, Head of Marketing, Magnifi

From the word go, team Bubble was super detailed, efficient, and exhaustive in their approach. They are true partners and make an effort to understand the ideology and end goal to plan the perfect media pitch and strategy.

Lauren Myers, Director, Integrated Marketing – Ross Video

Working with Bubble during and after IBC 2022 for PR and press support was exceptional. Their professional approach, strategic communication, and extensive media network generated significant exposure for our brand. Bubble's on-site support was outstanding, ensuring our story was accurately told to a global audience. Their post-IBC efforts further amplified our reach and provided valuable analytics. An experienced, professional team and a total joy to work with.

Andrew McKinlay, Marketing Director, Avolites

All amazing, just grateful I know I can rely on Bubble to get the job done brilliantly.

Tanya Rai, Marketing and Communications Manager, Pebble

Team Bubble are an extension of our own team. They are wonderful to work with, reliable, get the job done and gain great exposure for our business in key publications.

Mike Ward, Head of Marketing,

Since we first started working with them, our team at Bubble have acted very much like an extension of our team. They work with us to try and help us achieve our goals and we very much feel that they have our interests at heart as well as having our backs when we need it!

Gavin Bunker, AE Live

Bubble were fantastic throughout the whole process and helped us deliver a successful event to celebrate our 30th corporate anniversary with industry peers.

Robert Cloudt, Synchronized

Bubble has been tremendously helpful to bring our marketing communication to the next level, very responsive and thinking with us together on the rightful messaging and timing across different media’s. Definitely a recommendation in case you need a well balanced media agency to help you out.

Carla Molina Whyte, Farmerswife

Working with Bubble Agency for a tradeshow has been truly amazing. The bubble team is incredibly helpful and talented. We are very happy with the results and with all the coverage we got prior and during the tradeshow!

Silvia Candido, Ateme

As usual, we were super busy before and during a tradeshow this year. What a luxury to have Bubble take care of our media relations and our social media accounts! We saw a surge of followers on LinkedIn and got good coverage in a number of publications.

Meg Travis, Iron Mountain Entertainment Services, Director, Global Head of Marketing & Communications, Entertainment Services

The Bubble team made everything easy at MPTS! From advising before the show, to facilitating client and press conversations during the show, to making recommendations on how to make the most of the connections we made there - we rely on Bubble as a key strategic partner for our sales and marketing teams.