We shouldn’t lose sight of the trends in digital marketing, no matter what we do. Not so long ago, companies only needed Facebook pages and websites for promotion, but today, the digital landscape is changing so fast that it’s not easy to catch up with it.
At the moment, there’s hardly a successful business that’s not present online and in 2020, new technologies and trends will definitely make you work harder to keep your businesses at the top. This is an age that doesn’t forgive mistakes and bad choices, so-called digital Darwinism, and if you don’t adapt, you certainly won’t be able to stay at the right altitude.
Fortunately, we’ve put together a list of 10 novelties for the ongoing year that will help you get well prepared and see the emerging trends as new opportunities for business growth.
Web Hosting Before Start Dealing With Site Promotion
Before you start dealing with the promotion of your website make sure to provide it with quality hosting so it can be visible on the Internet at all times, not to crash or load slowly. Choosing a web hosting depends on how heavy your traffic is or you plan it to be heavy.
For beginners, shared hosting is the most affordable and most suitable option. However, if you’re confident that your site will skyrocket soon, opt for stronger hosting such as dedicated or VPS. Many people slip MySQL hosting of their minds, whose plans offer a good balance of resources and performance for most users. This type of hosting is built on MySQL database. It’s a relational database management system based on SQL (Structured Query Language), the language used in programming and designed for managing data that’s a part of a process of creating websites such as those on a highly popular WordPress platform.
1. Facebook Is No Longer That Popular
Facebook is no longer a major meeting place in the world of social networking as 41 percent of its users are over 65 years of age. Clearly, younger users prefer platforms that are more focused on visual content such as Instagram and rising star, TikTok.
Following the scandal with user data in 2018, Facebook has lost the trust of a large number of people who are increasingly bothered by the presence of fake news, political propaganda, and cyber-bullying. The once-dominant force in the digital world seems to be on the decline and some predict that Facebook may be completely dead to Generation Z.
All this data tells us that it’s crucial for marketers to think carefully about who their target group is because Facebook has definitely become a very unfitting platform for some types of companies, especially as its popularity among young people is steadily declining.
Although Facebook is still a huge platform and many people keep visiting it on a regular basis, you should carefully choose whether you’re going to use it in campaigns so that you don’t waste your budget in vain.
2. Instagram Is a Hit Among Young People
The meteoric rise of Instagram, which has already reached one billion users, means that this is currently the fastest-growing social media and, more importantly, mostly young people under the age of 30 are on it, while Facebook already has a reputation for being a network for “older people”.
A potential problem for marketers here is the recent decision of Instagram to remove the number of likes below photos, which is why many influencers have already raised concerns. Businesses should certainly keep track of what’s happening and what impact it will have since it’s possible that the quality of the content they publish will indeed be raised, but it’s equally possible for young people to go from this platform to another.
3. Chatbots Will Increasingly Take Over Customer Service
Chatbots are part of artificial intelligence whose job is to communicate with customers and assist them with their needs. They do it in a completely natural way, mostly through chat windows, though verbal interactions are also possible. Over time, the system collects more data about users and even chatbots are getting better as new knowledge becomes available.
During 2018 and 2019, chatbots became a common appearance on Facebook for a wide variety of tasks. Practically everything, from weather information to customer support can be handled by one chatbot operating on very sophisticated software, allowing personalized interaction with users while saving human resources at the same time.
This year, 80 percent of businesses plan to introduce chatbots, and the reasons for this are very convincing:
Instant responses to user requests
No need for breaks or overtime pay
Some surveys reveal that 43 percent of users prefer to use the online chatbot option than contact customer service when it comes to a brand. As more and more companies plan to include chatbots in their business, there’s no doubt that this will be one of the fastest-growing digital trends this year.
4. Video Is a Great Option
If your business doesn’t use video marketing, now is the time to start because word-based content simply can’t compete with the power that video has, especially when it comes to selling products online.
In a world increasingly oriented on mobile devices, more and more people are watching videos, using their smartphones to track and share this kind of content on every topic. Actually:
70 percent of users share a video of a brand
52 percent of users say watching videos of a product makes them feel more confident and influences their online purchasing decisions
72 percent of businesses believe that video has improved their conversions
Video marketing involves online platform users very intensively, especially when it comes to a live video, which is a pretty powerful option in digital marketing combined with influencer marketing. Especially if the influencer answers questions and comments that go live, as it’s very engaging to the audience.
5. Quality Content Is Still Important
Content is still the most important component of digital marketing, although the importance of context is now increasingly emphasized. Google is currently developing a better, more sophisticated understanding of online content, so marketers should pay attention to the market they target and think about how they can improve what they create in 2020.
Much of this story concerns the BERT update, launched by Google in November 2019. The new algorithm helps the browser better understand the language users enter. Therefore, Google is getting smarter, resulting in content alignment according to the intentions and needs of users. That’s what companies need to know when creating new things this year.
6. Email Is Becoming More Personalized
Email is still an important channel of communication that billions of people keep using for private and business purposes. In other words, this form of communication remains very important and therefore, remains important for email marketing, too.
Of course, email marketing is changing too, so generic emails aren’t as effective as they used to be. It all comes down to a matter of combining automation and personalization. The latter is what really makes email marketing an important item this year.
The ability to launch email marketing in relation to a specific event such as when users are surfing the Internet in search of a product and you immediately send them an email with promotional prices or a demo video clip can be very effective. Email is often the end trigger to motivate users to an action, especially when combined with remarketing techniques.
7. Interactive Content Will Become Mainstream
Interactive content is all that people can click on, drag, and the like. As many as 93 percent of marketing people believe that interactive material is one that’s effective in educating the customer.
This year, it’s predicted that more companies will experiment with interactive content types such as:
Quizzes and polls
Advertising using augmented reality (AR)
Formats like these represent the latest marketing technology that offers people a more intense, realistic experience. Nowadays, users want this type of content that’s easily memorable, catchy, and fun, and created by different brands because it makes them feel more connected to the company.
8. Voice Interaction Continues to Thrive
Thanks to the capabilities of Siri, Alexa, and other similar smartphone options, voice interaction is becoming more and more popular. It actually means that people love to talk and that this is their favorite mode of communication. So now, machines are finally keeping up with people’s desire to browse the Internet, shop, and discover new things in this way.
Nevertheless, some interesting challenges also arise here. Searching by voice, for example, is very different from typing, especially when it comes to search results. When someone searches for information by typing words in a search engine, they get results on several pages. However, voice search results often offer a narrow choice of few solutions, or even just one.
Adopting a voice search strategy is important not only to stay relevant but also to create a unique and optimized experience that fosters customer relationships and brand loyalty.
Marketers targeting people with voice search preferences should use a conversational tone with keywords that people speak, not type. This is how you’ll always find yourself at the top of the page of Google’s results.
9. Marketing in Messaging Apps Will Intensify
Chat applications won’t be only used as a form of communication with friends and family. Businesses in all industries are very interested in Facebook Messenger and WhatsApp, which is no surprise considering the opportunities they offer: As many as 1.3 billion monthly users are active on Facebook’s messaging app, sending over 55 billion messages every day. WhatsApp has 1.6 billion active users who also send 55 billion messages daily.
Although traditional digital media such as email or social networks are increasingly advancing, there’s no doubt that people are more active in instant messaging apps. In the next five to seven years, Facebook Messenger is expected to become the number one marketing channel in the world. This means that it’s a logical step for brands to connect with customers on these platforms. Marketing through Facebook Messenger generates 10 to 80 times more interest than organic posts on your feed.
Messaging apps allow companies to reach many users using short, personalized texts. According to research, 63 percent of users are more likely to return to a company website if they have a live chat option, which means that companies should take this opportunity seriously. This year we can expect a lot more marketing in apps like this, including video and other various interactive types of content that should interest users.
10. Multichannel Marketing Is Extremely Important
Marketing across all platforms, including email, various apps, social media, and blogs, enables businesses to connect with users at multiple levels, offering a better experience for them.
By creating a consistent and quality message across all channels, you can achieve much better results. Using multiple channels brings about three times more user interest than just using one channel. In addition, the frequency of purchase and return of existing customers is higher if we pay attention to more platforms.
As artificial intelligence is constantly improving, this can be of benefit to companies that take this advantage to better understand user behavior and then personalize the approach to the fullest. When you approach the whole story using the potentials of different channels of communication, the “journey” of the users will be better so they will constantly come back for more.