NEWS AND TIPS
Written by Joshua Brennick
When you hear the term, “digital marketing”, there may be many different thoughts that come to mind and that’s for good reason. Digital marketing is not just one single piece, it’s a combination of a lot of moving parts — SEO, social media, PPC, marketing automation and the list goes on. As a marketer, it can be tough to keep up with these new technologies, techniques and the constant changing Google and Facebook algorithms. That’s why JBrand Media has compiled the digital marketing trends that are predicted to play a huge role in 2020.
#1: Voice Search
There is a very good chance that you have some type of smart speaker in your home. In fact, let's ask our trustworthy friend, Alexa. “Alexa, how many Americans own a smart speaker?” “66.4 million, or over ¼ of adults in the US.” This means that over 25% of adults in the US own a smart speaker like an Amazon Echo or Google Home. In addition, 31% of smartphone users worldwide use voice-activated search, like Siri, at least once a week. It is estimated that in 2020, 50% of all searches will be voice searches. That makes voice search one of the biggest online marketing trends of 2020. This is the year that digital marketers can no longer ignore voice search. There are a lot of things you can do to optimize your site for voice search, but the most important change involves using long tail keywords like “how to make vegan burgers” instead of a shorter keyword like “vegan burgers.”
#2: Shoppable Posts
Good chance you already understand that social media is a huge part of online marketing. What might surprise you is just how many people shop on social. 60% of Instagram users say they discover new products on Instagram and in a survey of over 4,000 Pinterest users, 70% said Pinterest helps them find new products. These platforms have taken note of the fact that people are using them to shop and have made it easier for merchants to sell via social media. Over the past few years, Instagram, Pinterest, and Facebook all have ways for ecommerce stores to create shoppable posts using a native integration that makes it easy to tag and shop products directly in your posts. For online retailers, this is a great way to drive traffic to product pages. By utilizing social commerce, you’re reaching new customers, reducing the barriers to purchasing, and dramatically shortening the sales funnel. While shoppable posts have been on the rise for the past few years, expect them to become the norm in 2020.
#3: Interactive Content
91% of buyers are looking for more interactive content online and in 2020, content marketing will shift its focus to give the people what they want. Shoppable posts, AR/VR, 360-degree video, quizzes, and polls are just a few examples of interactive content. Interactive content will be one of 2020’s top marketing trends for a few reasons that may come to no surprise:
- This type of content is new and original, helping it cut through noise
- It gives visitors a reason to stay on the page
- It’s extremely shareable
- The shareability increases your brand awareness
- Last but not least, people just love to interact!
#4: Smart Bidding in Google Ads
Recent Google Ads updates have the expectation for automation and smart bidding to become the norm for many PPC account managers. Google Ads relies on machine learning to optimize your bids so you get the most value out of every conversion. The improvements announced make optimizing your bids better than ever with the ability to choose conversion actions at the campaign level, the ability to optimize your bids across several campaigns with a set of desired conversion actions, and the ability to set bids to automatically change when a sale starts or stops. These improvements will help you maximize your conversions and get the most out of your Google Ads budget.
Personalized marketing is going to be huge in 2020. Consumers are tired of seeing generic ads that may not have anything to do with them. We change the channel when commercials are on and pay extra to music streaming services to avoid ads. Traditional advertising and generic commercials are increasingly ineffective. That’s where personalized advertising comes in. 90% of 1,000 people surveyed said they find personalization appealing and 80% said they’re more likely to do business with a company that offers personalized experiences. Customers are beginning to expect personalization and there are a lot of ways for digital marketers to deliver. Segmented email lists are one of the most popular ways to personalize your online marketing efforts. In fact, personalized email blasts perform 3X better than generic emails sent to your entire list! Most email marketing tools and marketing automation tools, make list segmentation simple and easy. If you’re not personalizing your marketing messages, make it a goal that 2020 is the year that you make marketing personal.
#6: Social Messaging Apps
Social media apps like Facebook Messenger, WeChat, and WhatsApp aren’t just for messaging friends anymore. These apps are becoming popular ways for businesses to communicate with their customers. In fact, Facebook Messenger sees over 10 billion messages exchanged between individuals and businesses each month. Messaging apps are popular for businesses because customers find it convenient to have direct contact with companies. In addition, it allows for extremely personalized marketing, which we already know people love. Here are a few ways businesses are using messaging apps:
- Establishing contact and building relationships
- Educating customers about their business/products
- Boosting sales
- Inviting people to events
- Regaining potential customers
- Providing customer support
Make 2020 the year you commit to your new year's resolution and make that resolution to enhance your digital marketing. Not only will you see results increase but you may even save a few marketing dollars in the process if you put together the right strategy.
JBrand Media was founded in 2013 by Joshua Brennick, 2019 recipient of The Nashua Telegraph "40 Under Forty" award, with the purpose of helping educational institutions and businesses utilize digital marketing to achieve their marketing and sales goals. Since the launch in 2013, JBrand Media has provided successful services to many clients in various industries ranging in size from small to large.