The Digital Marketing Industry has gone through some drastic changes over the past few years and keeping that in view it is correctly said: “Get Involved, or Get Left Behind”. Digital marketing strategy involves the strategic use of selected digital channels to reach your marketing and company objectives. Digital channels include content marketing, SEO activities, social media marketing, and so much more. Since the digital industry has a continually evolving and dynamic environment, these digital marketing trends will help you get back on track in 2020.
From Google Rankbrain and Voice search to personalized recommendations by Amazon, AI is transforming the future of Digital Marketing. AI is not like human intelligence, but it is on the path of becoming like that, it can learn and think like humans, and in future ahead, it might even exceed human intelligence. AI is definitely going to be at the heart of the business world in the coming years.
So now the question arises, how exactly does it fit in digital marketing?
AI is designed in a certain way that it analyses the behaviour of various customers and their search patterns and also improves the user experience to provide the audience what they need. One of the basic examples of AI across the web is the use of chatbots to provide customer services to users. Another example is, Amazon uses AI to show only relevant products to shoppers, based on previous searches, purchases and views.
Conversational Marketing is now considered as the future of digital marketing. It is a new and personalized approach to doing business online. With all the talk about chatbots, the reality of modern marketing becomes quite clear, it has to be interactive and conversational.
These days this is what people are demanding. Most of the consumers want an immediate response to their question, and this is what needs to be provided to attract them. This is the easiest way for brands to learn more about their customers and their preferences. Said, it’s an automated conversation with your website visitors. You can ask them different questions based on their previous answers so that they can give you specific details about them. That way, you get the exact information you need from your website visitors & it happens at the same time that they engage with your business.
For Example, Sephora automatically books appointments through Facebook Messenger. And they use geolocation to bring people into their storefront.
Domino’s uses text messages. They want to encourage previous customers to order again with a simple pizza emoji.
Voice Search is changing digital marketing, and it can leverage this growing technology. Voice search plays a vital role in providing all the relevant information that people are searching for through audio content. AI is getting smarter, and the number of errors made by voice assistants like Alexa, Siri and Google has significantly reduced. Over the past few years, there have been many innovations in this concept. According to an analysis, over 50% of all the searches will be via voice by 2020. As said by Digital Marketing Institutes:
“Adopting a voice search strategy isn’t just about remaining relevant – it’s also about creating a unique and optimized customer experience that will foster relationships and build brand loyalty.”
This whole idea of voice search has given us a real lesson that people like to talk, and it is a preferred way of interacting.
Content Marketing is going nowhere still in 2020. Content has always been a core element of digital marketing, quality of content matter. Rather than chasing the latest digital marketing trends, it is more important to ensure that a site has fast speed, Useful links and well-written content because good content is never out of the pattern. It is a strategic marketing approach focused on creating valuable and relevant content to attract and retain clearly defined audiences.
If you need to do some convincing, interactive content is the best way out of it. People tend to like it no just because it’s fresh and original, but because it makes them trust the brands, and they feel more connected and engaged in the buying process. If the content is more engaging and memorable, there are more chances of it generating results for your business needs.
STRUCTURED DATA SEO
SEO has always been a shapeshifter, and it continues to be that in 2020. Structured data is data which is organized in such a way that it makes it easier for search engines to crawl and categorize. Well, structured data can give your SEO a big boost.
According to Google – “When you use structured data to mark up content, you help Google to understand better it’s the context for display in search, and you achieve a better distribution of your content to users from search. You do this by marking up content and enabling actions where relevant. This makes it eligible for inclusion in rich results”.
With Google frequently updating how it structures search, a competent marketing professional is always looking for an edge.
Have you ever thought why Branding is so crucial to digital marketing? Well, there are many reasons for this. Let’s take a look at how an influential band impacts your business.
We are living in a world where consumers are spoiled for choice. Most of the consumers feel connected to a brand when it is well recognized and trustworthy, to earn their trust, you have to build a reliable brand. Branding is important because not only is it what makes a memorable impression on consumers, but it allows your customers and clients to know what to expect from your company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice.
Branding can make you stand out among your competitors and can take your business to new heights. For instance, look at Glossier. In a world that seems to be brimming with makeup brands that promise high-coverage (and ultimately, cake-face), Glossier stands out from the pack with a very simple communication – Skin first, makeup second.
SOCIAL MEDIA MARKETING
Social media is one of the most persuasive and profitable platforms in the digital marketing industry. Social media is not just used for entertainment and socialization but for business too. According to these statistics below:
- Nearly 50% of the world’s population uses social media. That’s over 3 billion users worldwide.
- Each person spends an average of 2 hours and 22 minutes on social networks and messaging.
- 54% of social browsers use social media to research products.
- 10 billion messages are sent between people and businesses on Facebook Messenger every month.
These statistics clearly show the popularity of social media in this digital age. Without any second thought, having a social media page for your brand can benefit your business in no time. Social media marketing is not only cost-effective for your business but also lets you engage with your customers, improves brand loyalty, increased traffic, enhanced SEO rankings and much more.
Video marketing continues to dominate the digital marketing industry in 2020. “Show rather than telling” is one of the new digital marketing trends of 2020. Video is one of the most popular content forms in the world, and the truth is that it’s not likely to be going anywhere soon. And it makes sense: in an impersonal digital world, we’re craving connection and personality. Videos are not only fun, but they are easy to digest, engaging and consumers tend to like them.
In 2020, 92% of marketers say that video is an important part of their marketing strategy. This has grown from 78% in 2015, showing that the importance of video is only growing. So what is it that makes the video so important? Well, according to 88% of marketers, video marketing provides them with positive ROI. When you consider that only 33% said the same in 2015, it shows that consumer sentiment toward videos is much stronger now.52% of consumers say that watching product videos makes them more confident in online purchase decisions.
And we aren’t talking just about Youtube, and there are plenty of other platforms like Facebook, Instagram, LinkedIn where you can post your videos and can even engage in live broadcasting. If your site includes videos, it is much more likely to attract organic traffic compared to text, and this is why Google pushes pages which have videos higher in the rankings.
Video marketing, if done right, can give a big boost to your SEO.
PERSONALIZED EXPERIENCES FOR CONSUMERS
Standing out among your competitors isn’t easy, but to achieve that, you need to personalize your marketing, which simply means personalized content, emails, products, strategy and much more.
According to some statistics:
- 91% of consumers are more likely to shop with brands who provide relevant offers and recommendations.
- 80% of customers are more likely to purchase a product or service from a brand which provides personalized experiences.
- Consumers are 40% more likely to view items that are recommended based on the information they’ve shared with the brand.
- 47% of consumers will go to Amazon if the brand they’re shopping with doesn’t provide relevant product suggestions.
When a consumer enters a site, the first question which pops up in his/her mind is: Does this solves my problem? Or Is it offering what I need?
For instance, Cadbury’s created a personalized video campaign that matches a Dairy Milk flavour with users based on data from their Facebook profile, including age, interest and location. The campaign generated a 65% click-through rate and a 33.6% conversion rate, proving that the personal touch works.
Indicative Analytics analyzes patterns based on historical and transactional data that can be processed further for identifying future risks and opportunities.
It is the practice of using data mining, predictive modelling and machine learning to identify patterns and attempt to predict the future. It is becoming more and more sophisticated and widespread in many industries. In simple words, it is a stage of business analytics in which past data is used with algorithms to predict a future outcome.
NETFLIX is a good example of a big brand that uses big data analytics for targeted advertising. With over 100 million subscribers, the company collects huge data, which is the key to achieving the industry status Netflix boosts. If you are a subscriber, you are familiar with how they send you suggestions for the next movie you should watch. This is done using your past search and view data. This data is used to give them insights on what interests the subscriber most.
Another example of this would be AMAZON FRESH AND WHOLE FOODS. This is a perfect example of how big data can help improve innovation and product development. Amazon leverages big data analytics to move into a large market. The data-driven logistics gives Amazon the required expertise to enable the creation and achievement of higher value. Focusing on big data analytics, Amazon whole foods can understand how customers buy groceries and how suppliers interact with the grocer. This data gives insights whenever there is a need to implement further changes.
LONG FORM CONTENT
Long-Form content is a must add on in your Digital Marketing Strategies. It is more engaging, convincing, insightful and people tend to like accurate and in-depth explanations.
Long-form articles are crucial to developing a high ranking, relevant website. With long-form content, you have the space to write in as much detail as you need to. That means that you can explain complicated procedures, offer in-depth insight and generally inform your readers better than you ever could with just a few hundred words.
In 2020 short articles, blogs won’t take you anywhere, nowadays a blog more than 2000 words attract the most traffic, as they offer readers an in-depth exploration of topics. People often get mistaken that a blog or an article should be extended no matter what is the quality of content, well it turns out to be a myth, the reality is your blogs should be not only long but also relevant and informative.
The average post in Google’s top-10 search results is over 2,000 words long, and statistics show that the longer your content is, the better. Part of the reason that search engines love long-form content is that it shows authority and insight. The other part is that 70% of the search queries now use long-tail keywords. More extended questions demand longer answers.
In this highly dynamic business environment, change must be the law of life. In 2020 video marketing, AI, personalization, conversational marketing will be among the most prominent trends, so this is time to move along with these trends and maintain your competitive edge in the market.
But don’t forget even after these constant changes in the business environment, the heart of digital marketing remains the same – getting people what they want, when they want and where they want it.