Knowing the Digital Marketing trends for 2020 will allow you to prepare your strategies, take the lead and outperform your competitors.
What trends will dominate the marketing sector in 2020?
The most important thing of all (and this is nothing new) is that the user hungary phone number list is at the centre of everything, he is the one who rules and it is the changes in user habits that make it necessary to modify strategies to adapt.
Another powerful driver of change is new technologies, such as Big Data or Artificial Intelligence. Their different applications to Digital Marketing open up new paths and possibilities in the sector.
These are the points to consider when developing the next strategies:
More and more users prefer voice searches
For some years now, there has been a lot of talk about the increase in voice searches and, therefore, the need to adapt SEO strategies to this type of search has become a reality.
But how to adapt to this new behavior? The general approach is to create content around semantic phrases instead of typical keywords, and to use a conversational tone, relying on “long tail” keywords.
But Google is not the only place where voice searches are made. Smart speakers are currently the fastest growing device in the world, and according to the latest available data, nearly half a million Spanish households have one of these devices.
In general, searches performed on devices like Echo or Google Home are not transactional… or at least not yet. People don’t use smart speakers to make purchases, but rather for other functions such as playing music or asking about the weather.
This doesn't mean that they don't offer marketing opportunities, but quite the opposite. Creating branded content specifically for these channels will be the trend starting next year and beyond.
Users demand personalized treatment and to communicate with the brand face to face
Gone are the days when brands delivered their messages to consumers from one-way platforms like television or radio.
Nowadays, things have changed a lot. Connectivity allows users to have direct contact with the brand, and users do not hesitate to use this possibility by treating the brand as an equal, even reproaching it on social networks when things are not going well.
Mass communication is increasingly less likely to have an impact due to digital infoxication (the excess or overload of information that prevents you from going deeper into the topics you address). For communication between brand and user to flow, it must be personalized as much as possible.
This new trend generates two interesting changes that must be considered in strategies for next year and the following years:
- Messaging channels that used to be reserved for communication between individuals are becoming increasingly important for brands. We are talking about the increasingly common use of Messenger or WhatsApp for businesses .
- Following this trend, chatbots are increasingly used and are becoming more and more advanced. Chatbots are one of the many applications of Artificial Intelligence, and allow companies to maintain personalized conversations in real time with their customers.
The user finds new products on their social networks
The number of purchases made through social channels is increasing . According to the 2019 Annual Study of Social Networks in Spain , 55% of users say they have searched for information about products or services on social networks before making a purchase.
It is an upward trend, so a good strategy for 2020 would be to create posts to make products available to users through these channels, the so-called “shoppable posts”. Images work very well, but short videos achieve even better results .
Some advertisers redirect users to the product page on their e-commerce site via social media posts. However, platforms such as Facebook or Instagram allow in-app purchases, which makes things much easier for sellers.
In-app purchases dramatically shorten the sales funnel, allowing brands to reach new markets and impact new users in a less aggressive way.
They prefer watching videos (or listening to podcasts) to reading text
Did you know that over 100 million hours of video are watched on Instagram every day? And that YouTube has over a billion active users? The importance of video is constantly increasing, and more and more brands are using this format to advertise.
All major platforms now support streaming video, suggesting that live video will continue to dominate as a content format throughout 2020.
Facebook or Instagram are ideal platforms to show users more about what you want to offer them through live videos. This type of video conveys trust and closeness, helping you to gain popularity and engagement.
On the other hand, video ads get more interaction and better results than other advertising formats. According to data from Forbes , 90% of customers say that videos help them make purchasing decisions, and online shoppers who watch demo videos are almost twice as likely to buy a product.
