Advertising and marketing innovations and trends to watch as we move into a new decade
Big data was born in the early 2000’s, and with the introduction of social media sites like LinkedIn, Myspace, Twitter and Facebook, users began creating personal data all over the World Wide Web.
Marketers who had adeptly employed early SEO tactics, like keyword stuffing, excessive tagging and backlinks to generate high rankings, began to shift in the late 2000’s, becoming more comfortable with mixing traditional and online campaigns. At the same time, consumers were flooded with choices online, making it increasingly difficult for brands to get their messages across.
In many respects, consumers, with their appetite for online content and ecommerce options, outpaced marketers and their ability to reach the consumer on this relatively new platform in a captivating way.
“In the 2000s, content marketing started out with a few test programs that almost felt like novelty efforts, typically produced by one or two visionary marketers working away furtively. I imagine them in a dark closet, perhaps, working in secret, beads of sweat on their brow and giddy with excitement, because they knew they were on the front lines of something revolutionary and important.” –Ann Handley, MarketingProfs
We are on the heels of a new decade, and digital marketing as a whole — SEO, social media, marketing automation, PPC, OOT, etc. — is about to get upleveled. Consumers are increasingly gaining confidence in newer technologies and it is the job of the digital marketer to stay as far ahead as possible.
Our MediaJel team is constantly on the move, collaborating at industry events, attending worldwide conferences and sharing our latest technology at leading symposiums. Following are some of our predictions on digital marketing trends for 2020 that are absolutely necessary if you want to keep up with your competition.
Alexa, what time is my next meeting?
Voice search is certainly not a thing of the future. It is already here and being quickly adopted by consumers. It is estimated that in 2020, 50% of all searches will be voice searches. That stat makes voice search one of the biggest online marketing trends of 2020.
The key to capitalizing on the continued rise of both personal assistants and voice search is to understand search engines and how they provide predictive answers to our questions. The ability to determine consumer intent is huge. For example, the question, “What is the best-selling car for 2019?” is very different from, “How much does a 2019 Jeep Wrangler cost?” The second question implies intent to purchase.
Word choice can provide tremendous context about the user in terms of where they are in the purchase funnel. Advertisers can capitalize on this data by adapting marketing strategies and being available to consumers to answer their questions across all voice and text search platforms.
Move over, Siri, there’s a new girl in town
While voice search is certainly a big part of the digital marketing trend, Chatbots are an informative and cost-effective solution for online businesses. 2020 will see a rise of the Chatbots as customers are becoming more comfortable with this type of digital engagement.
Chatbots have many advantages, including the ability to answer questions in real-time around the clock. As an added bonus, Chatbots are never in a bad mood, so customers are left feeling satisfied that their questions have been answered in an effective, efficient and pleasant way.
Shift from email to “smart” messaging
We are quickly moving away from email marketing to smart technology targeting. Companies are adopting the use of private apps like WhatsApp, Viber, Slack and WeChat, as well as messaging groups, to reach their target consumer.
According to Pew Research Center, the vast majority of Americans – 96% – now own a cellphone of some kind. The share of Americans that own smartphones is now 81%, up from just 35% in 2011. Even more interesting, especially to advertisers, is that a growing share of Americans now use smartphones as their primary means of online access at home. Today roughly one-in-five American adults are “smartphone-only” internet users – meaning they own a smartphone, but do not have traditional home broadband service.
With Messenger (and WhatsApp) being used by over a billion people per month, this presents a tremendous opportunity for marketers who are looking to reach consumers in a highly targeted and personalized way. Major brands are experimenting with monetizing messaging apps and soon, consumers will be able to pay for products directly through those apps. As consumers become more comfortable with apps like Venmo and PayPal, shopping this way will become commonplace.
Facebook, for example, recently began adding advertisements to Messenger. After launching a successful test run in Thailand and Australia, the company announced that Messenger would begin running a beta test of display ads. This means that advertisers can now inject their ads between chat threads.
The company recently blogged, “People already spend time on Messenger interacting and conducting commerce with businesses and brands they love, and now with Messenger ads, they have an opportunity to discover experiences directly on their home tab. For developers, having a variety of ways to surface the conversational, visual and social experiences they’ve built for businesses and people is crucial. Messenger ads offer developers and businesses a way to use Facebook targeting to extend their reach to people around the world.”
Keep everything crystal clear
This is certainly not a new concept for 2020, but for brands who have not already adopted the idea of transparency, it’s now or never. According to ZDNet, 9 out of 10 consumers will stop purchasing from brands that lack transparency. There is a clear tie between business communications on social media and consumer spending. The same ZDNet survey found that over 85% of Americans agree that a business’ history of being transparent makes them more likely to give it a second chance after a bad experience.
Just being transparent is one thing, but letting your customers know — actively showing them — is another. Social media is the porthole to transparency.
What actually constitutes lack of transparency? Any time a brand withholds information or ignores a customers questions, the brand will take a credibility hit. Use social as a stage. Give your CEO the microphone and let your customers know how important their loyalty is while fostering a deeper connection.
2020 is just around the corner. Start preparing now.The future of digital marketing is, without a doubt, being shaped by technology. Always stay abreast to the current marketing trends, and while your team is working hard to master growth strategies and retain customer loyalty, do not forget to keep an eye on the future.
- Use all of the tools at your disposal
- Social media is a direct channel to the consumer – use it to your advantage
- Have a plan in place to collect all client data to better understand your target customer
- Transparency (or lack thereof) can make or break your business
- Find the best software solutions to streamline all online activities and customer relationships
To stay ahead of the crowd and increase conversions in the future, you’ll need to get savvier at producing custom, conversation-worthy content. Let us help you put together a marketing strategy that meets the trends of the future, reach out to MediaJel. Our team of experts will help you effectively grow your bottom line, and give your business the edge you’re looking for.