Digital Marketing in digits or numbers can reflect the correct or faulty measures that have been taken by businesses to manifest their true potential.
The issue is of being constant with the changing world of digital marketing trends.
Let’s be 2020 ready with the emerging top 20 trends; dive deep in the article and give your brand a strong chance to grow.
- Programmatic Advertising:
The Phenomena of programmatic advertisement was on the shelf after the realization; that the complex issue of advertisement bidding, including proposals, negations and insertion orders, were all handled manually.
The process was extremely tedious and time consuming for bidders to invest.
Thus, the idea of bidding on multiple platforms within milliseconds and that too, with the most effective manner using artificial intelligence, was evolved. And that’s how programmatic advertisement, came into existence.
It is so quickly changing the face of digital advertising that 86.2 percent of digital display advertisements in the U.S. will be programmatic by 2020, according to eMarketer.
- Conversational Marketing:
Conversational marketing is all about real-time results for customers in a tick of coming in contact with the site.
This marketing tactic is helping customers to avoid jumping through endless hoops before actually beginning any conversation with your site.
Conversational marketing is powered by Artificial intelligence that eliminates the need for a mediator for giving feedbacks, guidance or support to scroller and serve them first hand through chatbots.
After all, it is found in studies that 82% of consumers expect an immediate response; otherwise, they would jump to your competitors within seconds.
This instant connection makes a customer feel well served and catered to, which is the most vital need of the marketer.
- Video Marketing:
Video marketing knocked its way in digital marketing and has yet to backdown. It is considered the most important trend going around for quite a few years now and will only increase its worth with the coming ones.
The reasons to embed video to your marketing campaign are numerous including:
- Higher sensory engagement of the consumer
- Authentic content is served
- The Clarity to matter and intent
- Easy creation with very few resources in need
- Better turnaround time
Some facts that second it:
- 70% of customers say that they have shared a brand’s video
- 4 of the top 6 channels on which global consumers watch videos are social channels.
- 72% of businesses say that video has improved their conversion rate.
- 52% of consumers say that watching product videos makes them more confident in online purchase decisions.
- 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video
- Influencer Marketing:
Influencer Marketing leverages the power of an established influencer who has built up a large following and strong brand credibility in a particular niche to promote a brand, endorse a product, or co-create content to raise brand awareness and drive sales.
With the smarter shopping and selling techniques, marketers were able to identify and record customer’s behavioural patterns where people were more inclined towards emotions, relations and magic instead of latching on product or service offerings. Creating an era of effect and react around.
This trend is shown as users among marketers, which is around 93%.
- Visual Search:
A visual search seems to far stretched to be a reality, but it is rolling out phenomena now that allows you to click the pic and search.
As marketing land puts it, turns your phone’s camera into a search bar.
There are different platforms that are giving this new trend a completely new light to shine.
- Google Lens– Generally used for searches related to objects and landmarks. It can be brought into functionality for searching day to day accessibilities as well like barcodes, paintings in museums, plant or any animal, business cards, books etc. Thus, a very useful and futuristic trend to be merged in marketing plans.
- Pinterest Lens– since the launch of the beta version, the capability of searches has boosted 2.5 billion home and fashion objects.
- Cam Find– this app allows you to find anything by just clicking a pic and going through your local listings or global comparisons for value or its features.
A micro-moment is “An intent-rich moment when a person turns to a device to act on a need – to know, go, do or buy.”
- There are four major categorize of micro-moments, as depicted below:
- I want to know
- I want to go
- I want to do
- I want to buy
The customers are more aware of everything, and these micro-moments are significant in depicting it.
In 2020 the following shows the trend being inclined towards more rapid responses and dynamically changing customer’s desires.
After all, people have gotten used to instant gratification in the mobile era. We want to know more, see more, and buy more of it with just a few clicks of a button if we think or talk about something.
More making a more intent-based campaign that is parallel to these micro-moments, you should:
- Identify the “I want to buy” moments for your consumers
- Try to be there in those moments of specific desires
- Offer relevant content
- Persuade them to shop
- Analyze every action
- Voice Search
Voice search is the new in of the year; the trend of voice search has sparked due to the rapid results and easy communication allowing users to feel more comfortable and effective while searching.
Voice search is based on the phenomena of intent rich search by using long tail keywords in question format and that too with benefit of multitasking.
There are infact various devices that have targeted in serving customers through the technology of voice search like:
The stats clearly show the figurative effect and so does businesses and thatswhy it is one of the most important trends to include in your 2020 strategy.
- Social Media Stories
Social media stories are another great way to connect with people and share moments with them in 2020.
The reason that makes this feature so amazing is its limited timeline, which results in FOMO (fear of missing out) among people, and they get constantly attached to your brand.
There are numerous reasons one can use stories for:
- Regular brand engagement
- Brand awareness and loyalty factor
- Polls with Instagram stories to know your customers
- Benefits of Snapchat Geofilters
- Live videos
- Call to actions on a daily basis through links and more
Therefore, businesses are involving it to be closer to their customers.
- Content Marketing Continues to Dominate SEO:
Content has and will be the king for digital strategies; 88% of B2B marketers are of belief that quality content is the major reason to come out authentic and trusted resource.
Infact as per the Google 2019 major update including new BERT System, the sole focus was the content and its intent for pages to rank higher.
Some of the advantages of content to note are:
- Content Marketing costs 62 per cent less than marketing outbound and generates 3 times as many leads.
- Content marketing has lesser up-front costs and profounder long-term welfares than paid search.
- Blog inclusive businesses yield 126 per cent more leads than those without blogs.
- Content marketing rakes in conversion rates 6x higher than other methods.
- SEO A/B Split Testing:
Performance indicators like CTR, Traffic, Leads, and conversions if are used in a proper manner to not only just keep track; but alter the strategy as per the need than can do wonders in 2020.
A/B testing is all based on the same. This methodology is about to make changes to the title, Meta description, title tag and body content that reflects the difference automatically on the performance indicator and helps the marketer to make the smartest decision based on the figures and stats.
For e.g., many marketers are using the trend of emojis in their post or titles to gain customer attention and is opting A/B testing before actually running the campaign.
- Social Commerce & Shoppable Posts:
In the year 2020, customers are getting smarter, sharper and definitely faster. And if you want to be their first choice, then you had to be a step ahead.
With customers giving a major value to the shopping experience, one has to put best their best foot forward for the user.
The year has brought the blend of e-commerce with social media letting customers take advantage of both.
Instagram unveiled Instagram Checkout in March 2019, which allows users to complete their Instagram purchase:
E-commerce companies are hoping this will reduce the risk of consumers losing their interest because they need to switch devices or sign in to an unknown store.
- Omnichannel Marketing:
This term is not new but has gained its significance even more in this year of 2020.
To stay ahead, brands need to deliver a seamless, constant voice and memo across all available media, including physical storefronts, social media channels, online, in catalogues, and wherever you can imagine. For best results, all channels should be linked together in one all-encompassing strategy.
- Engagement rate: 18.96% on omnichannel whereas 5.4% on uni-channel
- Purchase regularity: 250% higher on omnichannel
- Average order value: 13% more per order on omnichannel
- Customer retention rates: 90% higher for omnichannel
- Augmented Reality:
Augmented realities can change the whole model of how a business operates. This trend is predicted to be making a massive curve in customer experience through technology, allowing experiencing the product or service without actually getting involved.
IKEA is one such example that is allowing its customer to take a virtual understanding of the furniture placed in your space through smartphone cameras; the IKEA Place app allows to move furniture in different angle as per your likings and then make the final purchase decision.
- Progressive Web Apps:
The modern outlook of applications that are functional not only on mobile devices but on various different platforms is what PWAs is all about.
They deliver a native mobile app’s features – quick load times, push alerts, offline operating, hardware-using tools, etc.
By 2020, the figure of smartphone users is anticipated to reach 2.87 billion.
- Blockchain Technology:
A blockchain, originally block chain, is a growing list of records, called blocks that are linked using cryptography.
Each block contains the previous block’s crypto algorithm, a timestamp, and transaction data.
In 2020 it will have a major role in forming of marketing campaigns as it will be witnessed in:
- Privacy protection
- Pinpoint targeting
- Relevance and authentication
- Managing social impressions
- Identification purposes
- Tracking buying and selling.
Blockchain removes intermediary therefore lessening the risk improving trust, transparency and accountability.
Due to the numerous benefits, by 2020, 30% of companies will integrate artificial intelligence (AI) into their sales process.
- Enhance the reach of bloggers
- Recognizing hot leads
- Voice search optimization-based query handling
- Chatbots for greater user experience
- Customer retention and loyalty improvement
- Predictive analyzing for understanding customer behaviour
- Targeting customers at different platforms
- Boost Customer Lifetime Value (CLV)
- Identify Bottlenecks in Your Sales Pipeline etc.
- Google Ads Smart Bidding:
Deep competition over slowly stuffing organic reach on social media, paid advertising will become a more trusted force in 2020. And if you consider Google Ads ‘ Smart Bidding feature, it is going to be the hero of 2020.
This allows marketers to be more in control of strategy, copywriting and analytics.
Though smart biding is easy, but requires few directions from the marketer to work effectively.
- Physical location
- Location intent
- Weekday and time of day
- Remarketing list
- Ad characteristics
- Interface language
- Operating system
- SERP Position Zero:
In 2020, at least 30 percent of all Web searches will be done without a screen, and because 40.7 percent of all voice search answers come from a featured snippet, if your promotion is strong enough, you might be the one to hit that prime spot.
As a result, more advertisers will invest their money in the On-SERP SEO, which is the method of optimizing web pages with the goal of claiming as much space as possible in Google SERPs. This will improve your click-through rate (CTR), drive more organic traffic to your site and increase the chances of taking the top spot.
- 5G Technology:
The long-awaited arrival of 5G is here, with the technology finally making a move from concept to reality in 2020. The roll-out will bring next-generation connectivity to help businesses thrive in the data-driven era and, along with never-seen-before data capacity, 5G networks will offer incredibly high speeds and high capacity.
“5G will enable a fully-mobile and connected society — unleashing human and technological possibility, and fuelling business and financial opportunity.”
It will have an incredibly wide reach to serve trillions of connected devices and services across a wide array of industries.v
- IoT Advertising:
IoT is internet of things that includes laptops, phones, appliances like security cameras, healthcare techs and much more.
“These days, it’s expected that connected devices and technologies will unobtrusively, and sometimes stealthily, collect data on our vital functions, what we do, where we go, what we share, what we believe, what we buy, who we know, how we move and even what we eat.”
: By quantic mind
What does, of course, mean that brands and advertisers want to use (or use) these data for their own company and advertisement purposes.
With passing time, especially this year, there will be a massive boom in advertising opportunities for marketers due to IoT.
These trends are the new shield to survive in the upcoming year and maintain a strong footing in the market. Afterall, digital marketing is never stable and always requires changes to hold on.