As 2019 comes to an end, we begin to look to the future. Not only do we face a new year, but we also venture into a new decade. Marketing and technology move fast. Therefore, we must continue to learn new platforms, strategies and methods to continue connecting with our clients. Here are 20 digital marketing trends in 2020.
1) Artificial Intelligence
If you have not yet noticed, 2020 may be the year that many people wake up to the domain of artificial intelligence (AI). It is certain that it will be at the heart of the business and the global industry in the future, and it is already taking over many simple jobs.
For example, Microsoft and Uber use Knightscope K5 robots to “patrol parking lots and large outdoor areas to predict and prevent crime. Robots can read license plates, report suspicious activities and collect data to inform their owners.” You can rent these R2-D2 type robots for $ 7 per hour, which is less expensive than the salary of a human security guard:
Just a couple of years ago, Gartner analysts predicted that by 2020, artificial intelligence technologies would be dominant in almost all new software products and services, a prediction that Harvard Business Review seconded in early 2019.
According to Techgrabyte:
“Artificial intelligence is the biggest commercial opportunity for companies, Industries, and nations in the coming decades” and “will increase world GDP by up to 14% between now and 2030”, which means that “newcomers of AI will be in a serious competitive disadvantage in the coming years. “
2) Omni-channel Marketing
In 2020, integrated campaigns will be important for success. Marketing specialists should continually search where your audience is and add those channels to your overall plan. It is no longer about the channel strategy, it is a general strategy and adapting the channel to a broader plan.
3) PPC Goes Strategic
Focusing on the campaign strategy, understanding the public and providing solutions to problems will lead to a good to excellent paid search account. Platforms are adding features, such as automation, that will reduce the amount of time spent managing accounts. This gives digital marketing strategists time to focus on the big picture.
4) Image Search
Let’s face it, we all have a camera in the palm of our hands, so it makes sense that the search has a visual component. Pinterest, Instagram, and Snapchat allow users to upload an image and show relevant results based on other images.
In 2020, you’ll want to make it easier for people to find your images using ALT text, high-quality images and possibly more than one when possible.
5) Audience Segmentation
With platforms such as Google Ads and Facebook Ads, you can create lists based on user activities, such as website visitors, application users, YouTube users, customer lists, etc. Creating lists allows you to target those audiences based on the data you have collected and served the right content at the right time and in the right place.
A digital marketing trend in 2020 is to focus more on data and break down your lists, even more, to create personalized messages and execute bidding strategies based on your activity and demographics.
Legislation such as GDPR and CCPA are privacy laws that restrict targeting practices. Companies are fined for not protecting the data they collect, and consumers have the right to opt-out, request access to the data and request that their data be deleted. Privacy marketing is pressing the industry to get the contact information of its audience in front of mass marketing for people. In 2020, marketers must focus on leveraging the data they obtain without exploiting the people they are trying to target.
7) A Rise in Niche Platforms
TikTok, Twitch, Pinterest, and Reddit are gaining popularity among the younger generation. Understanding not only those social channels but also other shopping channels, such as Amazon and Walmart, as viable options in your digital marketing strategy will be an important differentiator in 2020. Before going deeper, understand who is using the platforms and where they are located. Be sure to target the right people.
Find more statistics at Statista
8) Video Marketing
It never fails, every year we say that this is the year of the video in marketing. Well, once again, we see video as a digital marketing trend in 2020. Currently, videos are shared 1200% more than images and text. With this type of statistics, it is not surprising that we continue to insist on the importance of the video.
In 2020, your focus should be to optimize the video for each social channel and use the video to target segmented audiences.
9) Push Notifications
Twice as many people sign up to receive push web notifications as newsletters. And with the GDPR and CCPA updates that will take effect in 2020, they will be a more important part of a multi-channel marketing plan for many brands. In 2020, brands should focus on balancing automatic notifications with personalization, segmentation and not alienating or disturbing shoppers.
10) Voice Search and Smart Speakers
More and more people adopt smart speakers. And because of this, experts predict that voice search will represent 50% of all searches in 2020. Adding a voice search to your marketing strategy in 2020 will provide a better customer experience.
11) Community Marketing
Creating a space for your audience to discuss their shared interests, answer questions and build relationships will be an approach for many brands. This aligns with what Facebook and LinkedIn are doing with their focus on the groups. More and more people respond to social media groups, meetings, and online forums. Building a strong community will generate results in 2020.
In 2020, brands will continue to adopt stories in their content strategies to help create brand awareness and foster commitment.
13) Social Commerce
Social commerce is gaining momentum and 2020 will see even more features. Channels such as Instagram and Snapchat are implementing integrated e-commerce. Features such as payment, allowing users to complete their purchases without leaving the application. Private messaging will continue to grow and push e-commerce purchases, and niche platforms like TikTok are starting to try and experiment.
14) Social Platform Payments
Facebook launched Facebook Pay in 2019. They are working to streamline the messaging application on all their platforms, WhatsApp, Instagram, Facebook and Messenger to make it easier for people to buy within their applications. This means that Social Commerce will be even more important in 2020.
15) Influencer Marketing
Influence marketing has exploded with social networks. And the statistics show no signs of a slowdown in the short term. In fact, 70% of teenagers trust social media influencers about celebrities. Make influence marketing a viable option for some brands. Understanding how to effectively use influencers marketing will help brands raise awareness and increase sales.
Summing It Up
As specialists in digital marketing, we expect a change. We are constantly researching trends, opportunities, and new channels to help our clients compete in a very competitive space. While it is important to keep abreast of trends and the evolving industry, it is also important to understand what works and what does not work for your specific company and industry. The fact that your biggest competitor is doing it does not mean that you also have to. Make sure it makes sense and develop a strategic plan to test if the new tactic works before diving headfirst.