Digital Marketing, since its inception, has evolved into a phenomenal force for businesses. Although it began with simple emails and search engines, we have seen technology progress rapidly. As a result, it becomes increasingly necessary for firms to adapt to the changing environment. However, utilizing the latest developments will not promise satisfactory results; instead, marketers must be strategic thinkers while selecting and employing.
Similar to previous years, 2020 came with new updates and trends. In January, Google was flooded with the ‘Top Digital Marketing Trends 2020.’ With over two hundred million results popping up, it is impossible to filter through and learn the widespread shifts. But not all superheroes wear capes; we dress casually and have compiled a list of the prominent trends to make your life easier.
Here is a breakdown of all the popular digital marketing trends of 2020.
A. Artificial Intelligence
Artificial intelligence has crept its way into our lives and mimicked various “human” tasks, from driving automobiles to providing virtual assistance to playing games. Because of their diversity and convenience, robots have become a constant companion for companies that wish to provide exceptional service. With their massive developments and usage, it is no surprise that the Worldwide Artificial Intelligence Spending Guide predicted the world would spend 97 billion on A.I by 2023. Understanding that A.I is here to stay, as a digital marketer, it is crucial to adapt to growing trends.
1. Artificial Intelligence & Voice Assistance
Voice search and digital assistants are two subcategories of A.I. Although it began with answering simple questions, it has evolved to allow brands to provide voice services for their customers. Customers, along with their voice-enabled device, can now place orders with simple voice commands. Therefore, it leads to quick and simple customer experience, and who doesn’t love that?
According to recent statistics, in 2020, 50% of all searches will be voice searches. Therefore, this makes voice assistance one of the biggest marketing trends of 2020. Even if your brand is not ready for smart speaker advertising, it is still essential to optimize your content for voice search.
2. Artificial Intelligence & Conversational Marketing
The reality of modern marketing is; it has become more conversational. When consumers have a question, 82% of them want an immediate response. Therefore, users prefer conversational marketing since it facilitates a one-to-one, real-time connection between marketers and customers. However, since advanced technology has nurtured its people to receive speedy solutions, the need for speed only becomes more crucial with time. That is why experts believe that conversational marketing will be an effective strategy this year.
Conversational marketing uses feedback and customer data to drive conversations, improve engagement, build customer loyalty, and more. It facilitates businesses to personalize their approach and provide valuable information straight from the source. If you work in a technical industry and want to improve your customer interaction, conversational marketing will be the best move.
3. Artificial Intelligence & Chatbots
Although chatbots have been employed in the previous years, chatbots’ presence will only expand in 2020. Chatbots are getting smarter, allowing them to respond as if it were a real person. Statistics reveal that by 2022, chatbots will help businesses save over 8 billion dollars per annum. The data is not shocking when considering its extensive benefits. For example, chatbots can provide 24/7 service, respond instantly, present solutions, save time, and accurately remember data. In comparison, hiring an individual to monitor and respond 24/7 will be expensive and impossible. Therefore, in 2020, this technology will continue to be perfected and employed across several platforms.
4. Artificial Intelligence & Programmatic Advertising
Programmatic Advertising uses A.I to automate ad buying so that businesses can target more specific audiences. This strategy is more efficient and faster, which means higher conversions and lower customer acquisition costs. Programmatic Advertising is rapidly changing the face of the digital industry that, eMarketer reported, 86.2% of the ads displayed in the U.S. will be programmatic by 2020.
Additionally, real-time bidding is a type of programmatic ad buying. Google and Facebook topped digital ad spend with 103 billion dollars and 67 billion dollars, respectively. Although ad bidding is not new, both Google and Facebook are redesigning their options. Advertisers are now provided several strategies and can choose at a campaign, group, or portfolio level.
B. Interactive Content
As a digital marketer, you must have heard about ‘interactive content.’ Interactive content includes anything that a customer can engage, click, and swipe through. Because of its interactive nature, these contents usually draw customer’s attention and encourages them to share. Due to its engagement, 91% of buyers are looking for more exciting content online. Therefore, in 2020 we are bound to see a shift from traditional material towards dynamic content that offers users an immersive experience. Popular interactive content includes; shoppable ads, interactive emails, AR/VR, and 360-degree videos.
1. Shoppable Ads
Shoppable ads have been around for two years, but we have recently seen an increase in internet shopping. With over 1 billion users on Instagram and over two billion active users on Facebook following e-commerce platforms, it is no wonder brands are utilizing social media to maximize profits. With shoppable ads, customers are given the ultimate shopping experience by minimizing bounce rates and shortening sales funnel. Research published in 2020 revealed that shoppable ads would be the primary driver of Instagram’s double-digit ad growth. Because of its convenience, shoppable ads are believed to become the norm in 2020. Therefore, implementing shoppable ads into your marketing strategy will be the smart thing to do.
2. Interactive Emails
Recent research reports that the number of emails is slowly stagnating. However, instead of abandoning emails, digital marketers are reviving the entire platform. The plain texts and newsletters are now replaced by interactive emails that include buttons, polls, surveys, and more. Therefore, boosting user engagements and enticing them to take action without switching platforms. With more users looking for interactive emails in their drop box, it is highly advisable to implement them.
While creating engaging content, an important criterion to deliver is experience. Consumers are continually looking for interactive content. Because of its increasing popularity, marketers have explored new avenues, including Augmented Reality (A.R.) and Virtual Reality (V.R.). With AR, the user, along with their phone, can view a different location, or how an item will be set in their home, without any physical labor. Whereas, with V.R., users are teleported to a simulated environment to experience a life-like feel of the product. Although both have their advantages, research predicts that by 2020 A.R. will outpace V.R., and by 2021, V.R. will not be able to catch up. As the success of a company lies in the hand of the customer, it becomes essential for businesses to adapt and employ these changes.
Over to You
Now that you have learned all the popular digital marketing trends of 2020, the ball is now in your court. Select and utilize these trends to enhance your online marketing strategy. However, if you are unaware of how to incorporate these changes correctly, we recommend hiring a professional. Partnering with a digital marketing company will give you unrestricted access to the latest technology & an excellent team of professionals to improve your strategy. Contact Infobahn Consultancy, the leading digital marketing company in Dubai, UAE. We are certainly the best in the business with over 13 years of experience and thousands of satisfied clients. Join forces with the best digital marketing company in town and launch your business to exceptional heights.