Digital Marketing has always been evolving throughout the years. For the past 5 years, minor changes have always changed a small part of the way we use the internet, but trends like dark mode on virtually everything, mobile first and instant interactions, B.E.R.T in google’s search algorithm amongst many others have made the small transition seem pretty confusing to most marketers.
To put you at ease, here are a few trends in 2020:
Joey Little, Director of Digital Media & Marketing - AutoAlert, says that 92 percent of people trust other consumer recommendations over corporate advertising. companies are utilizing people with moderate social media followings, to leverage as influencers and reach a targeted audience with a voice they trust.
Influencer marketing has evolved into to become more personalized. Neil Patel, CEO and Founder of Neil Patel Digital says that it is likely that 97% or more of your visitors may not convert if your campaign misses out on personalization. Video was a digital marketing must in 2019 and it will continue to be one in 2020, according to IAB’s 2019 Video Advertising Spend Report. Marketers report digital budgets increased 25 percent year over year. Consumer viewing habits explain this budget increase advertisers go where their customers are spending their time.
In addition to adding videos to your social networks and on your site, live videos on Facebook Live and Instagram Live get watched 3x longer than videos that aren’t live. It’s time to take streaming and live video ads seriously in 2020.
According to ComScore, over 50% of the searches in 2020 will be from voice search. Optimizing for voice search will be a great way to get your brand out more. The use of Google Home and Alexa Devices are already taking shopping to a new level. In the western part of America, Alexa’s integration with Amazon Groceries is used by 45% of Echo users. It just seems to be the way to go for specific industries.
First Snapchat came out with the concept of “My Story,” then Instagram and Facebook stories were introduced, and then YouTube unveiled their own story format: Reels. Now we have the emergence of TikTok, where users create videos on the spot and behind the scenes for a less polished and more authentic look. Since these types of stories disappear after a set period of time, this is a great opportunity for marketers to make good use of FOMO (fear of missing out).
A simple way to engage users is to add Polls to your Stories. Consumers often use Stories to search for local businesses. For instance, on Instagram Stories, some location searches have a story icon that allows users to view recent stories that have used the particular location sticker. Additionally, the use of hashtags for places or events have a similar effect of driving user traffic to that destination to learn more. This is a great way to help your brand get discovered locally.