There are very few industries that move on as quickly as digital marketing. With the dominant search engine, Google, updating its algorithm on a daily basis, and social media companies regularly adapting their platforms, the goalposts are constantly moving when it comes to digital marketing strategies. Clearly, a lot can happen in a year, and what digital marketers have been prioritizing in 2019 is likely to shift somewhat in 2020. But which digital marketing trends will take on a whole new lease of life? Here are 6 things you need to know about digital marketing in 2020.
The use of chatbots will reach a new height, come 2020. Chatbots have been in use for some time now, as an effective communication tool enabling brands to interact with customers in real-time, as they view the website. While you can designate the task of responding to chat queries, this can be time-consuming and costly, while an automated chatbot can significantly reduce costs by providing responses to questions. For more guidance on increasing conversion rates through your website, you can head over to digivante.com. Chatbots enable customers to get answers to their questions quickly and without waiting on hold in call queues. Customers can then make decisions quicker and are more likely to make purchases when they have all the information they need.
Private Messaging Apps
Private messaging apps such as WeChat, Viber and WhatsApp are already being used as communication tools, but this is predicted to surge rapidly in 2020. Rather than communicating with customers via email, many companies are now using these message apps. It looks like these apps will also be able to send and receive money, allowing customers to pay for products in the messaging app.
Next level Targeted Advertising
Targeted advertising is not a new concept, and most of us experience irrelevant or even annoying advertising daily. The effect of this is that most consumers ignore all adverts and become quickly frustrated by brands. This version of targeted advertising may be on its way out, but those brands that manage to create engaging, relevant content will shine. Hyper-targeted advertising will quickly become the only effective tactic, and it will be fascinating to see how this manifests.
Personalization and targeted marketing are closely related but are not the same concept. While targeted adverts can pop up in search engines, apps, and on social media, personalization is more about brands using their websites to promote relevant products to visitors. This includes giving customers the option to create an account so their name can be included within the site and ensuring they are presented with content which is related to their previous searches, purchases and interests. Personalized emails are also far more successful in terms of open and click-through rates.
Voice search has been rumbling in the background for several years now, particularly since voice assistants like Siri, Alexa and Google have become more widely adopted. Because of this, more people are expected to speak to search engines to ask questions or to dictate messages. With Google updating its algorithm BERT so it can interpret natural language and understand context, brands will need to make their online content clear, conversational and geared towards providing responses to relevant questions.
The values and motives behind a brand are becoming increasingly important to consumers in a society that has access to more information than ever before, whilst simultaneously battling against the deception of false information. Add the UK’s GDPR into this, and companies will need to show their customers that they prioritize their security and privacy. Make sure your customers know what is important to your brand, be open and respond to any negative comments and reviews promptly and professionally.