Every business niche requires different digital marketing tactics and methods. Each strategy should be tested multiple times in order to be sure that it’s useful. But, even though predicting the future is tough, there are still some trends that might affect every industry next year. In this article, we will show you ten digital marketing trends that you should consider in 2020.
Modern marketing is becoming more and more conversational. Consumers want immediate answers, and brands have to provide them. Therefore, conversational marketing refers to one-on-one communication between marketers and customers. What is even better, this form of marketing is possible across different channels. Its ultimate goals are to improve the user experience, which will further create trust, loyalty and higher engagement.
Voice search provides all relevant information that people search through audio content. Many brands already include voice search in their marketing strategies, and there are numerous reasons for that. According to WordStream, by 2020, half of all searches will be via voice. Also, 72% of all people who own voice speakers claim that these devices became part of their daily routine. Therefore, optimizing voice search is one of the best things a business can do to improve awareness. Marketers should not look at it as another messaging and sales channel. Instead, it should be a part of the broader brand experience.
Visual search can take user experience to an entirely next level. Pinterest and its visual search tool Lens are the leaders of this method. How does Lens work? It allows users to take a photo of a product, and then it shows them where they can find it online. Also, it will show similar products and related items. Google also made its visual search engine with the same name – Lens. It recognizes objects through a cam app. Both tools transform your camera into a search bar.
Influencers could be either big-time celebrities or YouTube and Instagram personalities related to a particular niche. The goal is to collaborate with these people in order to expand your brand message and improve brand awareness. In most cases, they will spread the word about your brand through their social media channels. During the next year, we can expect this form of marketing to be more affected by artificial intelligence that can help you find the right influencers within your niche. If you run a Shopify store, for instance, and want to measure the results of your marketing efforts during the holiday season, these are the most important e-commerce metrics to track.
Social media stories
Snapchat is the pioneer of the “my story” concept. Afterwards, Instagram and Facebook introduced their stories, and the last was YouTube. What is interesting with the stories concept is its disappearance after some time. Such a method is excellent for marketing since it makes good use of the so-called “fear of missing out” (FOMO). Besides increasing your brand awareness, stories let you have continuous engagement with your followers, especially the younger audience. Furthermore, it ultimately leads to increased traffic to your web page and sales.
Many people, especially younger generations, often tend to make instant decisions on what to eat or what to purchase. That is why the micro-moments tactic is so effective. You need to reach the right audience and show them the right post or ad at the right time. In other words, you need to be present when your buyer searches a particular keyword. To achieve this goal, you need to fully understand your ideal buyer persona, as well as their demographics, age, affinities, etc. Identify their customer personality, and always be ready to deliver the right content in those “moments of need”.
Nowadays, because of all technology improvements, we have spoiled customers. Therefore, you can’t still satisfy them with the regular stuff. Instead, you need to provide them with interactive content – videos, quizzes, polls, shoppable posts, etc. Customers always want something new and original, and if you’re going to stay at the top, you have to give it to them. Also, these methods of interactive content will make them feel more connected to your brand, and as a result, they will have an additional motive to make the purchase.
Unlike virtual reality (VR), which makes everyone crazy with sci-fi achievements, augmented reality (AR) is a lot more applicable when it comes to marketing. Many brands throughout the world are using this technology since it helps them to improve the consumer experience. IKEA is one of the primary examples. Their app IKEA place allows people to take a photo of a room in order to get insight into how IKEA’s furniture will fit in it. You can also move furniture to see how it looks from different angles and perspectives.
And finally, the fifth generation of mobile technology is, probably, the most significant marketing trend for 2020. The new wave of digital communication will impact almost every industry. Such a fully connected society will unleash new technological possibilities, and as a result, marketing opportunities will grow even more. It will transform businesses, but also the ways how marketers and users explore online content. All trends that we mentioned in this article have super high potential in the future. Choose a few of them and try to implement them in your business. After a few months of testing, you will, most likely, experience exceptional results.