As the world is globalized by the technological advances in the digital world, it becomes the number one priority of businesses to keep up with the pace and follow the newest digital marketing trends if they want to thrive in the new digital era.
Why is it important to follow trends?
In this new era, digital marketing constantly keeps getting more and more important every day compared to traditional marketing. Don’t get us wrong, we don’t assert that traditional marketing is not important. In fact, it still is and will be, but it changes much slower compared to digital marketing. That’s why if companies want to thrive in this digital era, they have to catch up with digital marketing trends.
Today, technology advances faster than we can keep up with. The result is what we call “Digital Darwinism“, which means some businesses face a serious threat of becoming extinct in the digital world, merely because they can’t keep up with the trends. This is an arms race.
Digital marketing trends in 2020
1) Artificial Intelligence (AI) Trends:
If you haven’t already realized, artificial intelligence (AI) is taking over the world. Not quite like in sci-fi movies, but it does start to take place in everyday life without us noticing it. And it is sure to be the dominant factor in business and at the age of Industry 4.0. That makes us put the AI and related technologies in the first place among the digital marketing trends of 2020.
Artificial intelligence is the biggest commercial opportunity for companies, industries, and nations over the next few decades and will increase global GDP by up to 14% between now and 2030, which means that AI latecomers will find themselves at a serious competitive disadvantage within the next several years.
AI analyzes consumers’ behavior, their search patterns, and uses data from social media platforms and blog posts to help marketers form their most successful business strategies. “Big data” is a huge concept in today’s world even though it’s controversial whether it is ethical or not. We all heard about Cambridge Analytica and the Facebook scandal in 2018. No matter how much one may deny it, big data and its concepts started to take a huge space in the digital marketing industry.
Chatbots are capturing more and more attention both by consumers and business owners. They have some outstanding advantages like 24/7 instant service -which a human worker can’t do- lower costs than human labor and so on.
As the AI gets smarter each day, the interaction between you and a chatbot will be much more natural and useful. Which will create a vast amount of advantages for both sides of the equation.
Surveys show that:
- Chatbots will power 85% of customer service by 2020
- The top benefits of chatbots are 24-hour service (64%), instant responses to inquiries (55%), and answers to simple questions (55%)
- 63% of respondents prefer messaging an online chatbot to communicate with a business or brand
- By 2022, chatbots will help businesses save over $8 billion per annum
- 80% of businesses want chatbots by 2020.
-Automated and Smart Bidding:
Most search-driven manual advertising campaigns (even those performed with professional tools) take into account three or four targets: the keyword, time of day, and location. Such tools like programmatic demand-side platforms can use hundreds of targeting signals to individualize the advertisement and even target according to lifestyle or behavior habits when integrated with customer data platforms.
2) Social Media Trends
Influencers are well-known celebrities, generally, they are on Instagram or YouTube stars with a huge number of followers.
Influencer marketing is a sort of marketing that uses “influencers” to amplify your brand message to their audience. This method enables you to reach specific target audiences easily.
Here are some survey results about influencer marketing:
- 63% of consumers trust influencers’ opinions of products much more than what brands say about themselves
- 58% of people have bought a new product in the past six months because of an influencer’s recommendation
Video marketing is one of, if not the, most important marketing trend today and likely for the next 5-10 years. YouTube is one of the platforms that didn’t even reach it’s peak yet and has so much potential in terms of advertising and marketing. It is a must-have platform for businesses.
Survey shows that:
- 70% of consumers say that they have shared a brand’s video
- 72% of businesses say that video has improved their conversion rate
- 52% of consumers say that watching product videos makes them more confident in online purchase decisions
- 65% of executives visit the marketer’s website and 39% of them actually call a vendor after viewing a video
But its not only YouTube. There are many other ways to drive higher engagement with videos, you can make a video post or start broadcast on Facebook, Instagram, or LinkedIn.
-Different Social Media Platforms For Different Audiences:
We are all aware that Facebook has lost it’s reputation in the last couple of years, especially among Gen Z. According to Forbes, users over the age of 65 still prefer Facebook more than any other platform.
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.
Instagram is one of the most rapidly growing social media platforms and, perhaps more importantly, much of its user base consists of a younger demographic, especially under the age of 30. One potential problem that marketers should keep in mind is that Instagram recently decided to remove the likes feature from the platform, companies should keep a close eye on the impact this will have in 2020.
To get more information about how to manage your Instagram account effectively, visit the following articles: “How to Manage Instagram Followers: 25 Tips from the Experts”, “How To Monetize Instagram? Guide For Making Money”
3) Search Engine Trends:
Humans love pictures, that’s a fact. Visual search can make our lives much easier. If we start to prefer picture search rather than typing soon enough, don’t be so surprised. This trend will start to accelerate.
What visual search does is that instead of typing a description into Google, users can upload an image and get information about an item just from a picture. If they’re uploading a plant photo, the search returns species information, while a landmark image will return historical data. When a user searches for a product, it returns similar products and where to buy them. Google Lens, Pinterest Lens, and related search tools are turning users’ cameras into search bars.
How can your business leverage visual search? You can add high-quality images tagged with descriptive keywords, introduce an image search into your online inventory, and (if your target market uses Pinterest), consider advertising on this platform. Brands that advertise with them get the benefit of boosted search results.
The use of voice search has made it important for companies to adjust their digital marketing strategies in 2020.
Here are some numbers to explain the situation better:
- 50% of all searches will be via voice by 2020
- 55% of all American homes will own a smart speaker by 2022
- 72% of people who own voice-activated speakers say that their devices are used as part of their daily routines
- Voice shopping is set to jump to $40 billion in 2022, up from $2 billion today
- Global smart speaker shipments have almost tripled between Q1 2018 and Q2 2019, growing from 9.36 million units to 26.1 million units
Think for a second, you are driving a car and want to stop by and eat something, you just say “Hey Siri, what is the best restaurant around here?” Probably, you will comply with the result without thinking because you are busy driving your car. This is a huge chance for marketers to take advantage of.
As we have stressed many times in this article, following the latest digital marketing trends is crucial for businesses. Because technology advances rapidly and constantly each and every day, we have to adjust our business and take advantage of the latest developments.
For more information and useful tips about the latest digital marketing technologies, techniques, and professional digital marketing management for your business, reach our Earnado team.