Digital marketing comprises of multiple moving parts i.e. PPC, SEO, marketing automation, social media, among many others. New techniques, technology, and the constantly evolving Facebook and Google algorithms mean that digital marketing teams always have to be on their toes. So our question to you is, is your digital marketing agency telling you about future trends?
If you want to make sure that your digital marketing campaigns remain effective in 2020 and beyond, here are some of the digital marketing trends you should know about and try to keep up with:
- Shoppable Posts
Social media is an important part of online marketing today and is likely to continue being so in 2020 and beyond. However, you might probably not know that a significant number of social media users actually use the platforms to shop. 70 percent of Pinterest users and 60 percent of Instagram users have reported discovering new products on the respective platforms.
Social media platforms have also noted that people love using them to shop and have therefore made it easier to sell on those platforms. Facebook, Instagram, and Pinterest have all introduced ways for ecommerce stores to create shoppable posts easily. If you are an online retailer, this can be an excellent way to drive traffic to your product pages.
- The Rise in Immersive Technology Such as Virtual Reality (VR) and Augmented Reality (AR)
Virtual Reality (VR) and Augmented Reality (AR) have experienced a surge in popularity in recent years and are bound to still be one of the top digital marketing trends in 2020 and beyond. Virtual Reality might have been the more popular of the two for a long time, but it is estimated that Augmented Reality will quickly outpace Virtual Reality and will be the more popular one beyond 2020.
If the product or service you sell allows it, you should try implementing AR and VR into your business. After all, even leading brands such as IKEA have already started implementing it. IKEA customers can use their app and AR to see what a piece of furniture would look like in their space before they even make the purchase.
- Personalized Marketing
Personalized marketing is likely to be a dominant digital marketing trend in 2020 and beyond. Today’s consumer is tired of seeing the same old generic ad that has nothing to do with them. Customers regularly change the channel when commercials are on and actually pay extra to music streaming services to avoid ads. Generic ads are growing increasingly ineffective.
Personalized marketing, however, can make all the difference. You can easily implement this form of marketing using segmented email lists. Personalized email blasts have actually been found to outperform generic emails that you send to your entire email list. Fortunately, it is easy to do email segmentation since most of the email marketing and marketing automation tools already have this feature.
- Voice Search
Today, more than 25 percent of adults in the United States own a smart speaker such as Google Home or Amazon Echo. 31 percent of smartphone users around the globe also currently use voice-activated search such as Siri and Cortana at least once every week. By 2020, it is estimated that all searches will be voice searches. It means that voice search will be one of the leading digital marketing trends in 2020 and beyond.
With that being said, it is time to start optimizing your website for voice search if you haven’t done so already. You basically need to understand what your audience is searching for. You also have to understand the nuances associated with audio/voice search queries. If somebody is searching for something, it will sound more of a conversation. For instance, instead of searching for “Divorce Lawyer London”, they are more likely to say: “Where Can I find a Divorce Lawyer in London?”
- Artificial Intelligence (AI) and Machine Learning (ML)
Artificial Intelligence (AI) is a branch in computer science that focuses on teaching computers/machines to think and act like human beings. Machine learning, on the other hand, is usually what runs behind the Artificial Intelligence programs.
Simply put, while AI is all about teaching machines for the purpose of replacing human beings, machine learning focuses on teaching machines things that the human brain cannot easily grasp such as making predictions for the future based on current patterns or even complex data mining.
AI and Machine Learning are and will continue being invaluable marketing tools now and in the future since consumers tend to rely on AI-powered algorithms to discover new products with each new generation.
Top brands have already started embracing AI and it is time you started embracing it too. Amazon currently uses AI to analyze the decisions of buyers and suggests products to them while Netflix uses AI for content recommendation.
- Influencer Marketing
Influencer marketing is nothing new, but it probably won’t go away any time soon. Influencers used to be huge celebrities with tens or hundreds or even millions of followers online. However, brands are now turning to people with significantly lower social media followers to be their influencers.
The power of influencer marketing both now and in the future comes from leveraging influential people on social media and reaching their audiences with a voice that they trust. Brands have reported gaining an ROI that’s 11 times higher than that of other digital marketing methods.
Chatbots have been around for a while now, but it is only recently that businesses have started embracing them more. The advances made in AI and machine learning mean that chatbots have grown increasingly sophisticated and capable off handling more complex requests.
Chatbot technology is likely to keep advancing moving forward and many more businesses will embrace it. Customer service via chatbots is becoming faster and more efficient, which is why you should make them part of your digital marketing strategy moving forward.
The ways customers shop and search for information online have evolved to include voice search, AI-powered personalization, new content types, and advanced segmentation among many other new technologies and a fresh new take on old marketing approaches.
The technological advances have great potential in 2020 and beyond, but only for those capable of using them to their advantage. With so many businesses in your niche competing for the same customers, the quicker you can utilize these new ways of marketing, the more competitive you will be.