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10 Trends in Digital Marketing in 2020

Digital World Published on 02 June 2020

No matter what industry you’re in, or what kind of services or products you offer – the latest trends in Digital Marketing cannot be ignored. Until a few years ago, all a company needed was a basic website and a page on Facebook. But now, in the changing times the digital landscape is seeing a rapid transformation. Businesses people now have to keep themselves updated in order to cope up with the competition.

Now that most the world is under lockdown and people are working from home, it's even more important for businesses as well as individuals to build their digital presence. Marketers are bound to adopt to this change in order to withstand the fierce competition and the difficult times.

If you aren’t going to adopt to the ever changing digital space, you’ll surely be left behind. Continue reading to find out the latest trends in Digital Marketing to be ready in 2020.

1. Facebook is getting old

Facebook is gradually losing its charm. Those times when Facebook was the star player of the “Social Media World”, are now gone. According to Forbes, 41% of its users are above the age of 65. Although, Facebook isn’t struggling at all, but it is clear that it’s losing its popularity amongst the millennials and Gen Z. These people are more inclined towards Instagram, Snapchat, and TikTok which provide them a better visual, interactive experience.

Facebook has lost at of it credibility, due the data breach scandal in 2018. This caused many people to question Facebook on its data privacy, cyberbullying and fake news. The once- kingpin of social media is now continuing to drop its fame amongst the younger audience, with experts speculating that Facebook may never be able to attract Gen Z any more.

In the future digital marketers really have to look at who their target market is and where they are present. As Facebook continues to trend downwards with younger generation, it may not be right for some campaigns. But, Facebook is still massive, with over 5 billion users. You just need to identify whether you are targeting the right people on the right social media platform. Or else, you could be wasting your marketing budget, targeting the wrong group of people.

2. Instagram – a big hit amongst the youngsters

Over the years Instagram has gained a lot of popularity and has already passed to mark of 1 billion users. It’s one of the fastest growing social media platforms today. Moreover, much of its users are Millennials and The Gen Z. Facebook is losing much of that cohort, due to its latest reputation as the social media platform for the older generation.

There is one matter of concern that the marketers should keep in mind. Instagram is planning to remove the “Like” feature from the platform. A lot of influencers have raised concerns about this step, and due to this, companies should keep themselves updated on the impact this will have in 2020. While it could lead to an upward trend in content quality, a lot of users may drift away from Instagram in search of a similar platform elsewhere.

3. Video as strong medium for customer engagement

If your business isn’t already using video marketing, you should get on board this year. Text-based content simply can’t compete with the power of video, especially when it comes to trying to sell products and services online.

In a world where people are mad-on-mobile, 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.

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.

4. Chatbots will dominate Customer Service

Chatbots are basically, artificial intelligence (AI) software that acts as a virtual assistant communicating with users in order to solve their issues. Chatbots interact with humans in a natural way, mainly by using text chat windows. But verbal interactions are also possible. Gradually, as the system collects more data insights, the Bot learns more about the customers, making it possible to offer an enhanced service.

Throughout 2018 and 2019, chatbots carried out a regular role on Facebook, by doing lot of  different tasks. Bots have enabled to automate some basic customer support functions, which can now be easily handled by sophisticated software. Users can get personalised, focused interactions through these bots, without pulling too much from limited human resources.

More than 80% of businesses want to start using chatbots this year. When you consider the benefits, it’s easy to understand why:

·      Round the clock – 24x7 support

·      Instant responses to customer queries

·      No need for breaks, vacations, or overtime pay

A research conducted in January 2020 found that 43% of consumers prefer to message an online chatbot rather than to calling up customer service centres while communicating with a brand. So, at the time when businesses and customers are interested in involvement with chatbots, this is sure to be one of the fastest-growing digital marketing trends in 2020.

5. Good Content matters More than ever before

Content Marketing has always been an essential component of digital marketing, although there's an increasing emphasis on variations in content. The quality of the content is always going to matter, but now there's more emphasis on how well you target your audience and the context that you’re referring to. Google is developing a deeper and more sophisticated understanding of online content. Therefore marketers must think carefully about their target audience and how they can tailor content more precisely in 2020.

In November 2019, Google released a new algorithm for improving language understanding – the BERT update. The new algorithm helps Google get a better understanding of the natural language in user search queries. According to Google it’s more important to ensure a site has fast speeds, useful links, and well-written content, rather than chasing the latest SEO trends.

Google is getting smarter, and it gives preference to accurate, in-depth and latest content that is closely aligned with user intent. Marketers must keep these things in mind as they create new content in 2020.

6. Email is getting more Personalised

Email continues to be a major channel of communication, with billions still using it for personal, commercial, industrial, legal, scientific, and academic purposes. To be precise, email will always trend, and email marketing itself continues to be important.

However, email marketing is evolving, and the usual ways of emails marketing are not as effective as they once were. Today email marketing is a combination of automation and personalisation that makes it important for 2020.

If you can trigger your email marketing to something specific, like a promotional offer for your subscribers, email marketing is a great option. You can also target a user who’s browsing a particular product. Follow up with a promotional price or demo video in a personalised email which can be very effective. Email is often the final trigger to motivate an action or a purchase, especially when combined with your remarketing techniques.

That leads us to one of the most exciting digital marketing trends in recent times…

7. Interacting Content will be Mainstream

Interactive content comprises of anything that people can click on, swipe, or interact with online. Over 93% marketers rate interactive content as a highly effective way to attract, engage and educate the buyer.

In 2020, more companies will experiment with interactive content types, such as:

·      Quizzes and polls

·      Augmented reality ads

·      Game Ads – (Ads in form of a Game that the users can play)

·      360-degree videos

These kinds of formats showcase cutting-edge marketing technology, such as AR (augmented reality) and video content, to offer users a more immersive, engaging experience. Nowadays, users really appreciate this type of memorable, fun content from brands, as it helps them feel more connected to the brand.

8. Voice Interaction - Trending Massively

With a host of platforms like Siri, Google, Alexa, and other ‘smart’ devices, verbal interaction with devices is continuing to rise. The important lesson for us is that people like to talk and that is the most suitable way of interacting. And now, machines are finally picking up to the way people want to shop, search and discover new things.

However, this presents some interesting challenges. Conducting a voice search, for example, is very different from typing a query, particularly in the results. When a person performs a text-based search, the screen displays the results one page at a time. But when someone asks a device to conduct a search and the device replies verbally, it may only give a few choices at most, and frequently supplies just one choice.

Adopting a voice interaction strategy isn't just about remaining relevant – it’s also about creating a unique and enhanced customer experience that will foster relationships and build brand loyalty.

Marketers targeting voice search users should remember to write in a conversational tone, using keywords that people will speak rather than type. Doing this will help you rank higher on Google’s Search Engine Results Page or featured snippets on Google.

9. Marketing in Messaging Apps will level-up

Social Messaging apps aren't used just for staying in touch with family and friends. 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:

·      Facebook Messenger has over 1.3 billion monthly active users, sending more than 10 billion messages every month.

·      WhatsApp has more than 1.6 billion active users, sending over 55 billion messages every day.

While traditional channels like social media and emails are far from extinction, there’s no denying that people are more active on instant messaging apps. In this decade, Messenger Marketing is expected to become the number one marketing channel in the world. Therefore, it’s a logical step for brands to start connecting with people on these platforms. Marketers can generate 10 to 80 times more engagement than organic posts on the Facebook News Feed, through Facebook Messenger Marketing.

Messaging apps allow companies to reach a broad audience with short, personalised texts. 63% of the users online are more likely to return to a company website if it has a live chat option.

In 2020, you can expect to see much more marketing in messaging apps, with many companies, including interactive content and videos to engage users.

10. Omnichannel Marketing is Now Vital

Omnichannel marketing is the practice of marketing across multiple channels, including email, social media, apps and your website blog. This approach helps businesses to connect with its customers form more than just one digital touchpoint, effectively offering a wholesome user experience.

By delivering a seamless, consistent voice and cohesive brand message across various channels, your business can generate much better results. Reports from ClickZ suggest that omnichannel marketing drives over three times as much engagement as compared to a single-channel approach. Moreover, customer retention, average order value, and purchase frequency are all higher when you have multiple channels.

Ultimately, a focus on omnichannel marketing is the road to an enhanced customer journey that keeps people coming back for more.

Get Involved, or Get left Behind

So, as you can see, things are moving rapidly in the digital marketing world today. This year, AI technology, voice search, video, and interactive content will be among the most prominent trends. This is no time for a business to stand still, as the next generation – Gen Z, and more tech-savvy consumers of these times 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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