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Field Notes

3 Digital Marketing Trends We Are Exploring in 2021

Published on January 5, 2021
Austin and Eric picture

Happy New Year! We hope that everyone has come up with their goals for the year, and is ready to crush them. At Rival Digital, we are always looking for new ways to enhance our client’s HVAC digital marketing so they can continue to dominate their competition.

Here are 3 digital marketing trends that we are going to continue exploring in 2021. We decided to save you the time of having to listen to another video or blog tell you the same thing – so we kept it personal, only sharing a few things that we are looking to act upon.

User Experience (UX)

We are going to be diving into User Experience (UX), and in particular, optimizing Core Web Vitals to provide a fast, interactive experience. The three signals of Core Web Vitals are:

  • Largest Contentful Paint (LCP) – this is a way of indicating how fast the webpage actually loads. This is influenced by the render time, the largest image, video, text in the viewport. Fast website = happy users.
  • Cumulative Layout Shift (CLS) – Google is wanting to how long it takes for the page to reach stability. When you have a website that has to render large CSS & JavaScript files, sometimes the experience can be shaky. For example, you’re on a mobile device and when you go to click on a button, the page shifts up or down – leaving you to try clicking again.
  • First Input Delay (FID) – this is asking the question “how fast is this page interactive?” Meaning, when you click on a button or JavaScript event, how fast can the browser process that and produce a result?

Those three elements alone can help you skyrocket in Google search. Which is why we are placing a huge emphasis on them this year.

Automated Bidding

We are going to take another look at automated bidding. We have noticed that we eat up a lot of time with doing manual bidding, and with Google recently developing more advanced and intuitive automated bidding capabilities, we are going to be shifting that focus to optimizing other aspects of our Google Search ads campaigns. Automated bidding takes the heavy lifting and guesswork out of setting bids to meet your performance goals.

By spending less time on manual bidding, we’ll be able to focus on areas of PPC that are rapidly evolving, such as Data Privacy and PPC Automation.

Short Form Video

According to Cisco, by 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017.

Short form video is KING! We are going to begin doing more video for our company and for our clients. A picture is worth a thousand words, but a video is worth a million. There has never been an easier time to create high quality video. And with mobile apps like Adobe Spark, and Adobe Premiere Rush you can even shoot, edit, and publish on the fly.

What are some areas of digital marketing that you are looking to improve upon in 2021?

Eric is the Founder & President of Rival Digital. He has been doing HVAC digital marketing for several years and brings a wide range of knowledge to the table.

3 Digital Marketing Trends We Are Exploring in 2021

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