Companies need to adapt to the constant changes in digital marketing to become and remain effective with their online marketing efforts.
Marketing technology is moving fast and changing rapidly. Consumer interests and on-line behavior is even more challenging to predict. Repurposing the same marketing tactics, you have always relied on, will no longer produce the same results. It is time to rethink your strategy for 2020 and beyond.
Here are a few trends to watch to help you stay at the top of your game and ahead of your competitors.
Programmatic advertising is the automated buying and selling of online advertising to target specific audiences. The sheer number of options can make it feel like an overwhelming process to understand. However, automation can be faster, more efficient and provide better marketing return on investment (ROI). Programmatic boils down to using data and technology to enable marketers to make decisions in real time about what ads they want to deliver to the consumer.
A chatbot is a computer program utilizing artificial intelligence (AI) to simulate conversations with human users. Chatbots will increase in use and continue to be an important tool to improve digital marketing. Customers are demanding faster and easier responses to their questions and chat bots provide a quick and easy way to engage with customers in a non-threatening way. Chatbots can save time by automating customer support.
Video marketing has been one of the most powerful and important marketing trends in recent years and is likely to be for the next 5 to 10 years. Why? Because most consumers find video content more engaging. This why search engines push pages with video higher in the search results. Video marketing can entertain, educate and sell in less time and is more desirable to the consumer than other forms of marketing.
Video is no longer just a YouTube phenomenon, you can now engage your audience with video on Instagram, Facebook, LinkedIn and other social media platforms. With more videos, your site is most likely to drive organic search results.
Influencer Marketing is a hybrid of old and new marketing tools, taking the idea of celebrity endorsement and placing it into the context of content driven marketing. Influencers, unlike celebrities, can be anyone; anywhere.
63% of consumers trust the opinions of influencers over what a brand is saying.
58% of people have purchased a product from an influencer’s recommendation in the past 6 months.
Influencer marketing is considered more authentic than a brand’s own advertising, therefore an Influencer can help expose your company, products and services more effectively using their social channels.
Google Ads Smart Bidding
With social media’s influence gradually overtaking organic search results, paid advertising is proving to be a more effective method of reaching consumers in 2020 and beyond. Understanding and utilizing Google’s AI systems in running ad campaigns will allow paid advertisers reach more targeted customers and reach higher ROI while maximizing conversions.
Marketo defines the Internet of Things (IoT) as “the interconnectivity of our digital devices that provides endless opportunities for brands to listen and respond to the needs of their customers – with the right message, at the right time, on the right device”.
The amount of data gained through connected devices and analytics will impact customer experience and expectations. IoT will help analyze customer buying habits across platforms, providing better insight into the buying journey and what stage the customer is at any point along the buying spectrum. These insights will allow real-time interactions, push notifications, and targeted and contextual ads.
IoT will also impact consumer experiences in fields of customer experiences and service where issue can be resolved sometimes before a consumer even is aware there is an issue.
Structured Data SEO
Structured data is any organized data that enable search engines to seamlessly crawl the content and categorize it. When done correctly, structured data can deliver a huge boost to organic search engine optimization (SEO).
Rich Snippets are normal Google search results with additional data displayed. This extra data is pulled from a website’s HTML via structured data. Common examples include: Images, Ratings, Reviews, Pricing, Hours of Operation, Recipes, & Events.
Website security is no longer an option. Not only are consumers demanding more security and protection of their information, but the search engines are now flagging sites not protected with a Security Certificate as “Unsecure.” Other tools like Norton can indicate a site is “Not Safe” and discourage a visitor from viewing a site that is not protected or that has not passed a review.
All sites should now be protected with by a Secure Socket Layer (SSL) Certificate. This can be visually detected by the lock symbol and the URL being converted from HTTP:// to HTTPS:// – where the “S” designates “Secure.”
Consumer privacy is now a real concern and companies need to be able to provide visitors with information about what data they are collecting and how it is used as well as allowing customers to request incorrect information be corrected or removed entirely.
Consumers need to know they can trust the brand and that their information will be protected and secure.
Making your site accessible to all users is no longer an option. Legal precedent has evolved to include websites since 2018 and is now federally regulated. Two years after the mandate that websites become Americans with Disabilities Act (ADA) compliant. The safe harbor clause of this ruling allows your existing content to remain as is unless altered after January 18th, 2018. The guidelines will apply to any page on your website that is updated after that date.
If you’re planning on a major website redesign, look for an agency that understands the importance of these compliance standards and knows how to accurately meet the guidelines.
These are the top Digital Marketing trend you should consider in 2020, however, there are many more strategic and tactical concepts that must be considered before completely revamping your marketing strategy.
2020 is all set to continue the ever-growing marketing evolution, and apart from the trends discussed here, there are many other trends that will require consideration. You must look forward and strive to understand new technologies, strategies, and tools in order to gain and keep an advantage in your marketplace.