How Digital Marketing will Change: Predictions for 2020
Article by John Cooper
2019 has been quite the year for every digital marketer with several opportunities opening up. As we roll towards the second half of the year, digital marketers from around the world have already started studying the possible vistas that 2020 has in offer for us. From voice search and other AI applications taking over to social networking ruling the digital marketing scenario – if predicted accurately from the surveys on customer expectations, 2020 is going to be a big year. So you better be ready with the perfect plan to dodge the share of marketing challenges the following year comes with to make the most out of it.
If you are feeling a little lost and a lot unprepared, then I have got the list ready for you to give you a better insight into 2020.
8 DIGITAL MARKETING PREDICTIONS FOR 2020
Here are the 8 most important digital marketing trends that you need to tap into to bring success to your company in 2020.
Seamless Voice Search to be the Need
According to surveys, more than half of the requests and search queries will be made by voice search in 2020. Although voice search has been around for quite some time now, 90% of users still complain about poor quality results. Even after the advancements made in the field of smartphones, search engines and websites equipped with voice search facilities have not been able to process the sound clearly due to incomprehensible dictions. So you cannot sit back and relax after you have incorporated voice search into your website. You need to ensure that the application can process requests, even with speech defects or unclear words. Moreover, you need to understand that there is a lot of difference between text and voice requests. For example, the user may write “the best cpm homework help in the US” but will say: “Where do I find the best cpm homework help services in the US?” So you need to be SEO-ready for both types of searches.
The Online Map Will Matter
Note how the above search queries differ from each other. For the text version, the user makes a location-specific query, asking for results on the best solution in the US. But for the voice version, there is no such specification. Thanks to GPS-enabled smartphones, we know that Google knows our location. So if you want to put yourself on the map, you need to do it literally. If you are not linked yet, it is time that you get it done so that you appear in the search results when someone adds a “Near Me” tag in their search query.
Chatbots Will Take Over
According to Salesforce, 35% of consumers have said that they prefer chatbots as customer care executives over human assistants. But when we talk about bots, it is not just for customer service. You can also use chatbots to drive engagements. Program the chatbots to extract data from the users to turn it into a personalized experience for them. Include informative bots as shopping assistants that can help visitors choose what to buy. But, like voice search, you need to make the service as simple as possible for your users. About 70% of sites today have chatbots, but they are not very high quality. If you want to increase conversion, you need to make it easier to work with them. Ensure that they respond almost immediately and provide answers corresponding to the question only.
The Focus on Video Will Remain
Video marketing has been a favourite among digital marketers for a few years now, and by the looks of it, it is not going to vacate its office in 2020 either. 83% of companies have reported that video content has increased their conversions. When you start a piece of content with a high-quality 2-minute video, the chances are high that you will attract attention faster due to the desire to watch it. Moreover, videos can help your users understand the product or service you sell more quickly than any chunk of content. Suppose you buy an oven. Although it comes with a manual with detailed instructions, you find it easier to follow a demo video, don’t you? Having said that, do not stop using images and text altogether. Maintain a blend with more video, fewer pictures and limited text.
More People Will Sign Up on YouTube
It wasn’t until 2018 that digital marketers recognized the boon that YouTube is for companies, and ever since there have been no stopping digital marketers. As of now, 87% of digital marketers actively use YouTube. With it’s the ever-growing audience and a whopping number of 5+ billion videos shares, YouTube should be a part of your digital marketing strategy in 2020. Based on data from 2018 and 2019 and a little forecasting, it was found that shopping videos in ‘Haul’ and ‘Unboxing’ formats can help your users learn more about the product and make a better decision. Videos on ‘Which Product to Buy’ and ‘Shop with Me’ structure have also proved to bring in better conversions.
Social Networks Will Continue to Rule
Today, social media is irreplaceable when it comes to a digital marketing plan, and 2020 isn’t going to be different either. With one and a half billion users being highly active on Facebook, Zuckerberg’s brainchild is a haven for better conversions. So you might as well get your team to brainstorm for a social campaign for the coming year. Instagram too can be your doorway to your Narnia of better brand value and sales, if played to its strength. WhatsApp also has a vast database of 1.3 billion active users as on June 30, 2019. So add it in to your social media mix too. However, remember that the algorithms of social media platforms are ever-changing. So you need to be very careful with your marketing tactics here.
Content Personalization Would be a Mandate
Even while casually surfing on the net, a user wants to find what he likes. This means that digital marketers need to personalize the content that they publish. Now it is, of course, impossible to design marketing for each user. But if you analyze your audience according to different indicators, such as demography, interests, or geographical distribution, you might be able to do the impossible. Unlike any of the above trends, content personalization will never lose relevance. Moreover, evergreen content will help you enhance your brand value.
Long-Tail Keywords Will Gain Prominence
The need for SEO remains constant, but the dynamics and rules change. So you need to be well-rehearsed with the new regulations of the various Google Analytics tools. With voice search dominating the scenario, long-tail keywords will take over the throne leaving behind shorter ones. Other than long-tail keywords, keywords in the first person will help your content get a better ranking too.
If the predictions are made right, then we can say that 2020 will witness the most disruptive changes in the digital marketing scenario. With the above predictions, I am sure that you will be able to put your best foot forward in 2020. Just give in your 100%, and your company will shoot for the stars and beyond.
Here’s to the hope that 2020 brings you the success that your efforts deserve!