It doesn’t matter what your industry is, or what products and services you offer - digital marketing trends cannot be ignored. To help you determine where the trajectory is heading over in 2020, we’ve listed out 10 digital marketing trends that you can take advantage of to improve your marketing strategy and meet a desired outcome.
1- Good Content Matters (and Now Context Matters More!)
Content marketing continues to be an essential component of digital marketing, although there's an increasing emphasis on nuance in content. The quality is always going to matter, but now there's more emphasis on the context and targeting. Google is developing a deeper, more sophisticated understanding of online content, and so, marketers must think carefully about their target market and how they can tailor content more precisely in 2020.
Much of this boils down to the BERT update, released on Google in November 2019. The new algorithm helps the search engine giant get a better understanding of the natural language in user search queries. Advice from Google is that “rather than chase the latest SEO trends, it’s more important to ensure a site has fast speeds, useful links, and well-written content.”
Make no mistake: Content marketing is going nowhere. Companies must keep this in mind as they create new content in 2020.
2- Content Personalization
The need for a personalized approach in marketing is becoming more critical than ever. Although delivering the right content to the right audience at the right time is tricky, it will add a big value to your content marketing strategy because it plays a major role in boosting your users engagement rates.
Personalizing or customizing content for audience relies on visitors data in order to deliver relevant content.It consists of showing dynamic landing pages based on specific criteria such as geographic, demographic or behavioral attributes with highly targeted call to actions for the purpose of converting them more effectively.
For instance, Groupon asks visitors to confirm their locations once they land on their site in order to deliver accurate, geo-targeted offerings.
In the ecommerce industry, personalized content has a good impact on consumers; according to econsultancy, 44% of users who have a personalized shopping experience are likely to become repeated buyers.
3- Smarter Chat - Chatbots Dominate Customer Service
Chatbots have been rising in the few recent years and still persists in 2019. According to Grand View Research, 45% of end users prefer to use Chatbots as a major means of communication in customer service.
Chatbots play a critical role in improving the customer experience and allow marketers to better engage with their audience - without really doing much. They offer real-time assistance to the user, dedicated support and a proactive interactions where they ask questions to understand the real problem.
For instance, a visitor landing on a website is contacted via chatbot and asked to request assistance or get more information about the product. If he selects the first option, he will be referred to a representative for help and if he chooses the second option, he will be asked a series of automated questions or redirected to their blog or FAQ page.
Another rising trend is Whatsapp Business Messaging, which has become one of the most used messaging apps worldwide according to Statista. Besides, it’s no longer restricted to personal usage; businesses are using the application on a daily basis for their daily activities.
4- Facebook is no longer the kingpin
Facebook is no longer the kingpin in the social media world. According to Forbes, 41% of its users are over the age of 65. While it is by no means struggling, it’s clear that Facebook is losing ground with the younger demographics, who tend to prefer the more visual, interactive experiences offered by Instagram, Snapchat, and the rising star, TikTok.
After the data breach scandal in 2018, Facebook has lost significant credibility, with many people growing frustrated and resentful with the platform's proliferation of fake news, political propaganda, and cyberbullying. The once-dominant force is continuing to drop in popularity with younger demographics, with TechCrunch speculating that Facebook may be dead to Gen Z.
It's essential for future digital marketers to really look at who their target market may be because Facebook may be very unsuitable for some campaigns, especially as it continues to trend downwards with younger people. Facebook is still massive, and many Americans continue to check in on it. Still, marketers should be more cautious with who they are trying to connect with and make sure their target audience is still on Facebook.
5- Instagram is a Hit
Instagram’s meteoric rise has already seen it pass one billion users, an impressive achievement. That means it's one of the most rapidly growing social media platforms and, perhaps more importantly, much of its user base is the coveted younger demographic, especially under 30. Facebook is losing much of that cohort, due to its reputation as the social media platform for "old people."
One potential problem that marketers should keep in mind is that Instagram recently decided to remove the likes feature from the platform. Many influencers have voiced concerns about this move, and therefore, companies should keep a close eye on the impact this will have in 2020. While it could lead to an uptick in content quality, many users may drift away from the platform in search of vanity metrics elsewhere.
6- Video is No Longer an Option
Video marketing is highly-engaging, especially if it's live video. Live streaming is a powerful method of digital marketing when combined with influencer marketing. Whether it's the new generation of social media influencers or traditional sources, such as celebrities, athletes, and musicians, having a live stream with an influencer who is interacting directly with comments is a huge draw for an audience.
In a mobile-mad world, people are watching more video than ever before, using smartphones to watch and share videos about everything, learning more about brands, and what they have to offer. Think about these stats from ImpactBND:
- 70% of consumers have shared a brand’s video.
- 52% of consumers claim that watching product videos makes them more confident and guides their online purchasing decisions.
- 72% of businesses believe video content has improved their conversion rates.
7- Marketing in Messaging Apps Will Level-Up
Social messaging apps aren't just for staying in touch with friends and family. Businesses in all industries have taken a significant interest in apps like Facebook Messenger and WhatsApp in recent times, and it's no surprise when you consider the opportunities:
- 1.3 billion monthly users are active on Facebook Messenger, sending more than 10 billion messages every month.
- WhatsApp has 1.6 billion active users, sending over 55 billion messages every day.
While traditional channels like email and social media are far from dead, there’s no denying that people are more active on instant messaging apps. In the next 5-7 years, messenger marketing is expected to be the number one marketing channel in the world. Therefore, it’s a logical step for brands to start connecting with people on these platforms. Marketing through Facebook Messenger generates 10 to 80 times more engagement than organic posts on the Facebook News Feed.
MobileMonkey is industry leader providing Chat platform to connect with customers in Real-Time via Web Chat, SMS & Facebook Messenger.
To read more about the Marketing use case of Facebook Messenger read the linked article.
8- Interactive Content Will Become Mainstream
Interactive content is anything that people can click on, swipe, or interact with online. According to Outgrow, 93% marketers rate interactive content as highly effective at educating the buyer.
In 2020, more companies will experiment with interactive content types, such as:
- Quizzes and polls
- Augmented reality ads
- 360-degree videos
Get Involved, or Get Left Behind
So, as you can see, things are moving fast in the digital marketing world. In 2020, AI technology, video, voice search, and interactive content will be among the most prominent trends. This is no time for a business to stand still, as the younger demographics and more tech-savvy consumers of today want brands to connect with them in new and exciting ways that make the customer journey easier and more enjoyable.
It’s time to dive in. Which of these digital marketing trends will you try first?
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