Crucial Trends for Digital Marketing in 2020
Author: Camryne Washington
With 2019 coming to an end, it’s time for you to figure out what next steps you can take to succeed in 2020. Marketing is evolving constantly and it’s important for brands to understand how they can make their business stay ahead of the game. Look at some of these top marketing trends for 2020.
Video Content Reigns Supreme
It’s no surprise that video content is still a trend and is expected to grow forward in the coming year. According to Rawshorts, an online video maker company, 82% of internet traffic will come from videos in the year 2020. Clearly, video content won’t be shying away from the spotlight soon. Marketers should be looking into creating content that applies to their target audience.
Live Streamed video content is also on the rise and has a higher retainment rate than standard videos, with viewers watching 3 times longer than videos embedded in the news feed. Marketers can take this opportunity to increase their views and interaction with customers.
Augmented Reality on The Rise
Companies like Amazon have been using Augmented Reality (AR) to allow users to shop using their phones which allows potential buyers to test out how particular furniture pieces would look in their homes. This feature can attract buyers by giving them an in-store feeling without leaving their homes. But even beyond retail purposes, marketers can use AR through filters on social media or even offering 360-degree virtual tours, the possibilities are endless.
Even though AR may not be everyone’s first pick, it’s still a great way to bring engagement to the customer experience. 67% of media professionals and buyers said they want to use AR ads in their digital marketing campaigns to increase customer engagement. To be successful with AR, marketers need to figure out the ways that the technology can best be used to represent their brand.
In-App Shopping is Becoming The Norm
When e-commerce started taking over as the popular and preferred method of shopping, it became clear that buyers prefer the convenience of buying at home in contrast to traditional shopping methods. As the trend developed we’ve seen a change with businesses bringing even more accessibility to users such as new features like in-app shopping. Brands like Instagram and Pinterest have made it easier for browsers to become buyers without ever leaving the app. In-app features can help generate sales, increase engagement and will become the new standard for online shopping. If you aren’t taking advantage of this feature, you should start now, people are expecting engaging content like in-app shopping.
Personalization is A Must
Among trends, there’s been a constant effort in personalization marketing and it’s going to continue throughout 2020. Consumers want content tailored to them, so now companies are targeting individuals. In contrast to a broad stroke approach to marketing, companies are learning more about their customers so each experience feels unique and personal. For example, custom emails, quality content, and directly interacting with customers can make them feel like they’re with a brand they can trust. Marketers are going to have to look at data to understand who their customer is and where they are in their buying journey to convert into sales.
Stories are Still Going Strong
First introduced by Snapchat, social media stories have quickly grown in popularity with companies such as Youtube, Facebook, and Instagram following suit. Stories are still a strong contender for marketing because of their ability to gain a wider reach than standard social media posts that can get drowned in massive feeds and they’re generally more engaging. Companies that successfully use stories are ones that are mixing product promotion and tend to provide viewers exclusive experiences.
Voice Search Is Still Being Optimized
With improvements in voice recognition, it’s been easier for users to search for answers through their “smart” devices such as Google Home and Amazon’s Alexa than typing on a computer or phone. According to Comscore, it’s predicted that 50% of all online searches are going to be done by voice search in 2020. Marketers should be concerned because voice search relies on a featured snippet. Not only has a featured snippets lead to increased difficulty for SEO but it has also hindered the potential for various pages to be recognized. If content is more conversational and directly answers the question, it can potentially do better with voice search leading to a higher click-through-rate (CTR), leads, and conversions.
So far, most of these trends have been have already been in place but now they’re becoming more prominent as the dominant forces for the digital marketing industry. 2020 is going to be the year of brand new changes because of the rapid growth in technology and consumer experience. If marketers want to be successful, they’re going to have to keep up with the trends and figure out how to incorporate them into their brand.