What is much trending now is, people operating their all work operations from home. Offices and shops are closed and businesses are more into developing an online strategy for their further operations than dealing with their clients face-to-face.
It is the time of COVID-19 and it is affecting all sectors of operation significantly.
Online marketing arena has emerged more strongly these days, as the entire operation of all small to medium to large business sectors have got limited to digital practices and those who cannot sell their products and services due to pertaining lockdowns, they are strengthening their business via Internet-based options.
Therefore, digital marketing is on the move as ever, but at a rapid pace this time, i.e. in the year 2020.
According to Brian Solis, “Every business is a victim of Digital Darwinism and it does not discriminate.”
Today, when marketing technologies are moving faster and it has become hard to predict consumer interests and behaviors, let us check what the trending digital marketing practices are, which are helping the businesses to survive.
#1: Artificial Intelligence
The year 2020 is going to be the year of AI dominance. Artificial Intelligence seems helpful in analyzing consumer behavior and search patterns. It uses data from social media channels and blog posts to help the business understand how customers choose their products and services.
Chatbots is an interesting example of AI. Facebook messenger bot created by Mastercard uses natural language processing software for deciphering what actually customer wants and respond as a real person – for automating payment handling.
SEO companies & businesses are adopting AI tactics in 2020 for accelerated growth, reduced staffing cost, and to get an edge over their competitors.
Chatbots are going to be an integral part of digital marketing in 2020. Chatbots are supported by AI-based technology to instant message and chat in real-time with your site visitors and customers.
Researches indicate that chatbots will take over 85% of the customer service by the end of 2020 and it will help businesses to save over $8 billion per annum.
This predicted figure is likely to extend considering the present pandemic scenario when the majority of work is accomplishing using online channels and customers are also preferring making much use of the chatbots to connect to the businesses.
#3: Programmatic Advertising
Programmatic Advertising refers to using AI tactics for automating ad buying as this lets you target more number of audiences. Real-time bidding is one of the finest examples of programmatic ad buying. This automation is fast as well as efficient and hence, it leads to lower customer acquisition costs and higher conversions.
In fact, programmatic advertising is changing the face of digital marketing and advertising. According to eMarketer, in the US only over 86.2% of the digitally display ads will be programmatic by the end of the year 2020.
#4: Conversational Marketing
In the present day, brands are reacting to the way people want. When they have a query, 82% of them seek an immediate response. Chatbots are also a part of conversational marketing. Text and one-to-one communication help in establishing a real-time connection between marketers and customers that is another part of this marketing strategy followed at present.
This strategy is achieving its primary goal today with enhanced user-experience and feedback-driven model. Hence, it is admitting higher engagement and greater loyalty.
You would need to personalize your digital marketing program if you want to stand out in 2020. It covers approaching personalized content, products, emails and more. Personalized emails have three-times more effect on the behavior of the consumer in comparison to the conventional emails, as suggested by Kevin George from EmailMonks.
According to George, 63% of consumers avoid emails that sense generic advertising. On the contrary, 90% of consumers claim that they find personalized emails appealing. Therefore, whether it is a data-driven email campaign launched by EasyJet, a personalized video campaign created by Cadbury, or a gamified mobile app introduced by Starbucks, they are influencing the consumer behavior significantly, leading to report an increase in their sales.
#6: Video Marketing
The trend of incorporating videos to business marketing is increasing from a couple of years and it will take the lead in 2020 as well. Videos have become an imperative tool to help users learn about a new product. Other than Youtube, live broadcast on Facebook, LinkedIn, or Instagram drives higher engagement to your company’s products and services.
Google algorithms report that videos are 50% more likely to drive organic search results to a website as people find video content more compelling. Even Google also pushes pages having video higher in the search results and rankings.
#7: Influencer Marketing
Using key leaders for word-of-mouth marketing of your business to amplify your brand message is a new trend these days. You can hire influencers that can be well-known celebrities, or YouTube/Instagram personalities having massive followers. They work to spread about your business or products on social channels.
Trending scenario has proved that influencer marketing seems more authentic to the public than corporate advertising. Over 63% of consumers trust opinions from the influencers to buy certain products more than what brands say about themselves. A switch from ads with celebrities to a campaign featuring real-life moms is proof of the success of influencer marketing by a popular supermarket chain, Iceland.
#8: Voice Search and Smart Speakers
Over 50% of all searches now are made through voice. Approximately 72% of the voice assistance users admit that their devices have become an important part of their routine life. Voice shopping has jumped up to $40 billion in 2020.
As John F. Kennedy once said, “Change is the law of life. And those who look only to the past or present are certain to miss the future.”
Technologies will keep changing from time to time, the only thing to remember is, to have the head up and embrace the trends these changes are brought to the business and society. It will be the only way to gain an edge over your competitors.