5 Top Factors Influencing Digital Marketing

Towards the end of 2019, we’ve seen how digital marketing has transformed the trade and industry, as the majority of small and big companies relied on it to continue with business amidst the pandemic.

Below are the major factors influencing digital marketing today.

  1. Social Platforms

Social media marketing is a major aspect of digital marketing. It involves promoting products and services on social networking platforms like Instagram, Twitter, and Facebook, seeking industry influencers, and posting fresh and unique content.

Identify Potential Customers

One of the biggest trends in social media marketing is a deeper focus on community building and audience intelligence. Brands should listen more to their customers and research to better understand why consumers engage with them.

Engage with Powerful Content

There’s a constant search for unique, fresh, and meaningful content. With lots of fake news circulating, brands should prioritize mitigating harmful content.

  1. Evolving Technology

Technology continues and will continue to shape digital marketing.

Many tools have resurfaced and transformed how businesses promote their products and services online.

Among the most powerful technologies include AI-powered optimization, programmatic advertising, chatbots, conversational marketing, and personalization.

Social messaging apps like FB Messenger, WhatsApp, and WeChat are also very powerful in sending messages to customers, leveling up personalization to a great extent.

With these technologies, marketers are able to understand their target audience better and tailor their campaigns to meet their needs.

  1. SEO

To rank higher or maintain your rankings, you need to keep enhancing and modifying your SEO strategy. Some of the SEO trends to leverage in 2021 are:

  • Core Web Vitals

In 2020, Google announced new metrics called Core Web Vitals for assessing user experience. These are loading, interactivity, and visual stability.

  • Relevant Content

Having fresh, updated content through a company blog is a way to drive traffic to your site and improve your ranking.

  • SERP

Websites will be found on SERP more easily; more traffic and conversions.

  • BERT

Google’s BERT algorithm utilizes machine learning (ML) and natural language processing (NLP) to better understand what consumers or users are looking for. It allows the search engine to understand things like the human brain.

  1. Clarity of Messaging

There are two reasons why brands need to have a clear message about what they are offering.

First, it is necessary to connect with customers. Without a simple, compelling message, people won’t bother to learn more.

Second, messaging affects customers’ perception of a brand. Telling the same story and creating consistent touchpoints are crucial in online marketing.

Tools like Storybrand allow businesses to clarify their message using a seven-part process. It leverages the power of storytelling to attract customers. Each marketer is assisted with a StoryBrand Certified Guide to craft a clear and concise message that draws more customers closer to their business.

  1. Well-designed & Accessible Website

Accessibility is more important than ever, with the majority of people relying on the use of computers to work, study, shop, etc.

Thus, businesses should ensure that their websites have an inclusive design. This means all buttons must be clickable, content is organized in a logical way, fonts are readable, and makes all functionality available from a keyboard.

Businesses revamping their websites or creating one from scratch should adhere to the Web Content Accessibility Guidelines (WCAG), which states that online content must be perceivable, understandable, operable, and robust.


As the world continues to battle the COVID-19 pandemic and many consumers are still under restrictions, digital marketing has been the saving grace of many businesses, big or small.

However, for companies to thrive online and be noticed by their target customers, they need to make sure they leverage some of the latest digital marketing trends and strategies.

From utilizing social media platforms to adopting better SEO strategies and creating consistent and clear messaging, there are different ways to succeed in digital marketing.

Author Bio

I am Karina Avanesova, a highly motivated and result-oriented Digital Marketing Strategist at Andava.

During my career path, I have managed to accumulate significant experience in website SEO optimization, content marketing, and digital marketing channel management. I believe that nowadays businesses need to be flexible enough to make behavioral shifts to better position their products & brands.