It is no secret to anyone that the world of Digital Marketing evolves rapidly. It is a dynamic and constantly changing industry where technology is taking more and more space. That is why you must continuously soak up the innovations and tools that can make everything much more manageable.
To innovate means to stand out from the competition and for this, you must plan the next strategies of your business. Remember that only brands that know how to adapt to these new scenarios will be able to survive in the market. Here are the 5 Digital Marketing trends for 2020 that are already beginning to take center stage in the industry.
1. Virtual and Augmented Reality
This concept involves the interaction between the user and a computer system simulating a digital environment. This technological development is increasingly ceasing to be something that people only know through movies or video games. Virtual and augmented reality also influences the purchase decision of a consumer.
They are currently being used as marketing strategies by large companies. However, there are more and more programs accessible to small companies that seek to achieve objectives such as:
- Generate immersion and interaction between the brand and the customer.
- Enable the customer experience to a product or service from the digital and remote.
- Present prototypes or semi-finished products to an audience.
- Attract customers interested in the technological field.
- Project innovation as a feature of the brand.
2. Search by voice and Artificial Intelligence
As for Digital Marketing Agency, the most significant exponents will be the smart home devices that have taken over the market. We are talking about Amazon Alexa, Google Home, and Apple HomePod that are increasingly embedded in this field. We do not doubt that advertising will be filtered very soon through these devices.
The voice command technologies of these tools transform user behavior. He has less and less time to type the information he needs in the Smartphone’s search engine. What this means is that in 2020, your business should focus its efforts on improving the consumer experience related to voice search.
Voice search is vital to your SEO strategy, as it is one of the variables to consider to position your brand. The search engines not only interpret the meaning of the words, but also the intention and context behind each search.
Google’s algorithm is giving importance to voice searches. This is due to the fact that we are more detailed when conducting a spoken than written search. Consider these practices to improve your positioning in voice searches:
- Register your company on Google My Business.
- Create pages or blog posts with answers to frequently asked questions that the public can ask about your product or service.
- Optimize your website to appear in featured snippets, which are the typical clear and concise answer boxes that you see at the top of Google’s search results. It is commonly called “the 0 position on Google”.
3. Context Marketing at each stage of the sale
Being able to customize the offers according to each consumer is a great challenge to be achieved by 2020. In fact, the goal is to recognize the user when interacting in the different broadcast channels such as:
- Social networks.
- Online store.
- Offline points of sale and distributors.
In this way, your business will experience an increase in indicators such as the recurrence of purchase, average basket, and the level of recommendations of current & potential customers.
In this area, Customer Relationship Management (CRM) strategies and tools will take much more prominence. This is due to the facilities they offer to centrally manage large volumes of customer-related data.
The marketing context will gain more relevance thanks to these technologies since they will allow showing timely content to the right user at the right time. It is about knowing the audience and managing their data properly to achieve greater personalization of the contents.
In this way, CRM software will help segment not only customers but prospects to offer an increasingly personalized approach. The work teams of your company will be able to carry out increasingly better marketing strategies.
4. Transparency in native advertising
This term refers to the dissemination of paid content that is “in-feed,” resulting in intrinsically not disturbing to the user. Companies are increasingly investing in this method and less in traditional display ads.
According to a study by the Interactive Advertising Bureau (IAB), 83% of advertisers use native advertising regularly in their actions. However, you have to be careful and ensure transparency in this advertising format. The user is increasingly rejecting advertising disguised as quality content.
Companies must adapt and enhance their creativity to present promoted content. The idea is that the user can accept the content naturally, knowing that it will be useful.
5. Use of messaging applications and Chatbots
Messaging is one of the preferred ways for users to contact companies. Of course, as long as it is a quality service that works and not those in which you can spend days waiting for an answer. As a business, neglecting this function within your website can be a bad idea for 2020.
Many companies are using Facebook Messenger and Whatsapp Business. These messaging applications are allied with Chatbots, which are computer tools that simulate human conversations.
Through a Chatbot, you can automate tasks that are repetitive and bureaucratic, which gives you more time to focus on areas of greater importance in the company. We usually see it on product pages where we ask for some type of merchandise, and the chatbot answers us by sending us the link of the section of the page where they are located or redirecting us to some section of “frequently asked questions.”
With artificial intelligence, chatbots are diversifying, adapting to different ways of asking questions. Define what your chatbot’s goal will be for 2020 and integrate it with applications like Facebook to increase your sales.
To define what trends your business needs, it is necessary to trace the objectives you want to achieve by 2020. The nature of your product or service also plays a fundamental role when choosing the strategy.
This will be an exciting era for digital marketing, where robotization and the internet of things will test the technological innovation capacity of small, medium and large companies
Arsalan is the Founder of Agmus Media. He is the leading the team of Facebook and Google Ads. In his spare time he loves playing PC Games.