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Top Digital Marketing Trends for 2020

The world is going through a digital revolution; with the Internet, mobile devices, social networking, big data, and computing clouds, revolutionized work practices in healthcare and so on. Using online technologies to improve services for people and business is evidently the one strategy that most businesses are trying to adopt in promoting their services and products. Any business operating in 2020 is bound to have a digital presence. With your customers online 24×7 from around the world, it only makes sense to go where they are and get discovered.

Digital marketing is no longer a “nice to have” or an “add on” to traditional marketing. In fact, it’s gradually becoming the most important marketing channel.

One of the biggest advantages of digital marketing today is that it has helped level the playing field against marketing giants and allowed new and small businesses, an equal opportunity to fight for customer’s attention.

In order to keep up with digital marketing today, modern-day marketers are expected to work on a variety of different projects from:

  • Creating marketing campaigns on Facebook
  • Creating high-quality graphics for Instagram or Pinterest
  • Coming up with clever tweets
  • Writing top-notch content for their company blog
  • Perfecting Google Ad campaigns
  • Making sense of an abundance of data through Google analytics…

…and it has left us all catching our breath! Phew!

The good news is that with the right digital marketing tools we can all save a tremendous amount of time, energy, and most importantly maintain our sanity!

Now lets see what we think will be the biggest digital marketing trends in 2020 and beyond!

  1. VIDEO EVERYTHING
  2. CONTENT TRENDS
  3. SEO TRENDS
  4. INFLUENCER MARKETING
  5. ARTIFICIAL INTELLIGENCE

Video Everything

If you were hoping for the news that video isn’t a big thing for 2020, sorry, no chance!  Video remains the most popular way to attract people, whether through pre-recorded video, graphic styles made with video tools or with live video such as Facebook Live or Instagram Stories.

  • 82% of internet traffic is expected to come from video in 2020
  • 45% of people watch an hour or more a week on Facebook or YouTube
  • 90% of people viewing video say it helped them decide about a product
  • Video has a click through rate of 63%
  • Video gets 1200% more shares than images and text added together

And a few figures about the videos themselves:

  • Most videos are shorter than 60 seconds – Instagram is less than 30 seconds but YouTube is usually 5-7 minutes
  • 85% of video on Facebook is watched with no sound so captions or text overlays are key
  • Video on Instagram gets twice as much engagement as on other playforms

So love it or hate it, video isn’t going anywhere and needs to be front and centre for your digital marketing trends strategy.

Content trends

At the heart of any digital marketing strategy is content so what are the big trends coming in content that you need to look at and consider adding?

Greater emphasis on visuals

Our world continuously has become more visual. With more than 3 billion images shared per day, online companies are doing their best to create relevant visual content to attract a broader audience. They are also adopting better strategies to make better business and marketing decisions in order to detect, understand and act on all the images that are relevant to their brands. Marketers who embrace visual content gain higher returns such as followers, likes, shares, visits, clients, and revenue. Any time you read stats about adding an image to something, you will see that people respond better when there’s something more than words to look at. 

One example is using a GIF (Graphics Interchange Format) rather than a static image.  Another is to use augmented reality to add another dimension to images.  We’ve mentioned video but even things like moving slideshare presentations within content could be worth considering.

Visual storytelling

Visual storytelling can help make complex stories easier to understand and, as a result, deliver a more impactful message. It makes stories as imaginative, modern and relevant for readers as they could possibly be. The story may be told using still photography, illustration, or video, and can be enhanced with graphics, music, voice and other audio.

Visual storytelling, in particular, has emerged as an important trend in web and graphic design, as well as other forms of marketing in the digital era – and for good reason. The visual cortex is the largest section of the human brain. According to a 2008 study, the average person remembers about 10 percent of what they hear when tested 72 hours later. But when visuals are added into the mix, the figure increases to 65 percent. This shows that visual storytelling is a key way to keep people engaged.

Voice Search

Moving from the background to the foreground is the importance of voice search.  Who owns a voice operated device?  Or uses something like Siri on their mobile phone?  We all have smartphones with a voice assistant at the ready.  Even your Mac can respond to a whole range of voice commands.

Stats predict that as much as 50% of searches will be by voice in 2020.  This means digital marketers need to be aware of this and start to create content with it in mind.  Sure, you can’t write all of your posts for voice search because it tends to short, sharp answers.  But you can incorporate ways for it to feature and gain that extra exposure.

Search Engine Optimisation (SEO) Trends

SEO stands for “search engine optimization.” It’s the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as “organic”) search engine results.

Despite the acronym, SEO is as much about people as it is about search engines themselves. It’s about understanding what people are searching for online, the answers they are seeking, the words they’re using, and the type of content they wish to consume. Knowing the answers to these questions will allow you to connect to the people who are searching online for the solutions you offer.

If knowing your audience’s intent is one side of the SEO coin, delivering it in a way search engine crawlers can find and understand is the other. Optimizing your site will help deliver better information to search engines so that your content can be properly indexed and displayed within search results.

Influencer Marketing

Influencer Marketing is a hybrid of old and new marketing tools. It takes the idea of celebrity endorsement and places it into a modern-day content-driven marketing campaign. The main differentiator in the case of influencer marketing is that the results of the campaign are collaborations between brands and influencers.

But influencer marketing doesn’t just involve celebrities. Instead, it revolves around influencers, many of whom would never consider themselves famous in an offline setting.

Despite there being something of a downer on influencers of late in some places, people really still respond to it and that’s what matters. Most people trust consumer recommendations over advertising by a company and that’s why real people (i.e. influencers) are going to remain a popular marketing strategy.

Artificial Intelligence

No trend report would be complete without a mention of artificial intelligence.  We’ve mentioned voice search but the larger use of AI continues to grow, even if we aren’t always aware of it. 

In developed countries artificial intelligence has advanced rapidly in the past years with robots that police parking lots to devices that help make homes smarter than we are, AI is sneaking into our lives in all kinds of ways.  But there are positive ones and ones that could help marketers. 

One example is a natural language processing software being used by Mastercard to create a Facebook messenger.  It analyses what you say, understands context and can reply like a real person.  Simultaneously useful and a bit creepy!

Some of the key areas in digital marketing that AI is predicted to influence include:

  • Basic communication with customers
  • Customer service chatbots
  • Product recommendations
  • Email personalisation
  • E-commerce transactions

So don’t be afraid to look at the options and see if any of them could help with your strategy.  Or you could make your content AI-friendly!

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