When it comes to marketing, some things don't change. You'll always have a target audience to reach out to, and you'll always need to stay on brand. But it's a new year and a new decade, and the tools you use to make the most of your marketing strategies will be undergoing some rapid changes.
If your new year's resolution was to get a jumpstart on your digital marketing strategies, here are the top digital marketing trends to look out for in 2020:
DIGITAL MARKETING TRENDS OF 2020
PERSONALIZED MARKETING MESSAGES
No one likes irrelevant advertising, especially when they come in the form of email marketing. According to Constant Contact, up to 56% of people who unsubscribed to emails did it because of irrelevant content. To keep customers engaged, digital marketing tools are making it easier for businesses to personalize marketing messages based on customer personas.
Personalizing your email marketing campaigns is as simple as creating customer avatars, segmenting your email list, and personalizing an email subject line. To help you identify different audiences, include simple questions in your email opt-in form like "What services are you interested in?".
Voice-powered search and voice-powered SEO can no longer be considered trends that are on the horizon. They're here, and they're making a significant impact, especially for local businesses. Approximately 46% of smart-speaker users search for information about local businesses every day.
With mobile devices becoming more hands-free, it's more important than ever to optimize your website for natural search queries. Questions about definitions, weather, locations, and general knowledge are the most common voice search topics.
MEDIUM INFLUENCER MARKETING
Influencers have made a name for themselves in the last five years. But surprisingly, it's not the influencers with over 1 million followers that are expected to make a big impact on digital marketing in 2020.
Instead, influencers with fewer followers and subscribers often have an audience that's more engaged with their content. This makes small influencer marketing more effective and the most likely to trend in 2020.
LIVE CHAT AND CHATBOTS
Live chat and chatbots have been around for a while, but they're being used more often now than ever before. Currently, live chat has a 92% customer satisfaction average, and up to 41% of consumers say they prefer live chat for customer support.
There are many different live chat software options available that offer both staffed and AI-powered support options, but it's still recommended to have a full-time sales team that can monitor customer questions too.
Position zero refers to the featured search result that pops up at the top of the page in a Google search. It's the result that gives users information before showing the top 10 listings of the search results page.
Position zero is popular with web users who are increasingly bombarded with information. To increase your chances of making it to position zero, it's a good idea to target specific questions that your audience might have. Create a FAQ page that has a lot of information-rich answers to your customers' frequent questions.
Interactive content is one of the newest digital marketing trends to make its way into the marketing industry in 2020. Interactive content refers to visual and written content that actually involves the user. This can mean a 360-degree virtual tour, augmented reality, or a poll for users to vote in.
You can create a 360-degree virtual tour with a smartphone or tablet. Those with e-commerce services can also make shoppable posts where you can tag products in marketing photos so customers can see them and buy them very easily.
Technology is becoming more responsive, portable, and accessible. If you're looking to improve your digital marketing strategies this year, you can get a head-start with these 2020 trends.
About the Author: Derrick Rehn is a Digital Marketing Strategist for Integritive. His drive is increasing your inbound traffic and finding the leads you’re looking for.