The year 2020 has charged the world with its full potential and brought us all into the digital age, wherefrom everyday necessities to rare demands; everything can be satisfied through a single channel – digital/online platforms. There are many varieties of devices related to digital marketing, but if we look at just one of them, smartphones alone have nearly 3.5 billion users, according to Statista.
Hold on! The statistics don’t end here;
- Ad spending alone in the digital advertising market is speculated to touch US$365,554m in 2020.
- Social advertising worldwide is forecasted to grow up to US$ 48 billion in 2021.
- Since 2018, Content marketing has taken the crown amid all digital marketing techniques with a market share of more than 20%.
Modern businesses are so immersed in digital advertising that in 2019, Facebook earned $69.66 billion from online advertising, while Google earned $134.8 billion through its various digital advertising channels.
If we continue to talk about the growth of digital marketing, the list can still grow. So rather than just talking about statistics, let’s look at the top 12 digital marketing trends that can definitely help your business grow, whether you’re a small, medium, or large company.
- Content Marketing & SEO
- AI and AI-Driven Marketing Automation
- Chatbots & Conversational Marketing
- Social Media Marketing and Advertising
- Influencer Marketing and User Generated Content
- Personalized Marketing
- Video Marketing
- Image Search on Google & Google Lens
- AR & V.R. driven Immersive Marketing Campaigns
- Search & Smart Speakers
- Analysis and Big Data
- Across Media Channels
It’s high time that every company, from small start-ups to large corporations, entered the digital marketing arena, and attracted public attention for the growth of its business. Failure to do so may mean abandoning the business. It has already been established that about 95-98% of start-ups fail due to the lack of an appropriate marketing strategy, which is the largest part of the digital marketing strategy.
Keeping up with the latest trends in digital marketing can not only give you an edge over your competitors but can also help you win new customers and elevate your business several notches.
Before we start talking in detail about the modern trends in digital marketing, let’s just say that our conversation about these modern tools is not rocket science, but it is much simpler than the traditional marketing methods that businesses used to follow. Furthermore, these trends are likely to show a better return on investment with minimum turnaround time. Let’s understand the details of these trends.
Content Marketing & SEO
Since Google introduced the Panda algorithm in 2011, the online platform has been redesigned overnight. Malicious practices such as spam web pages, overfilling of keywords, etc. have been hit hard. What has surfaced since then? Content and also “search engine optimized content.” With the update of BERT in 2019, Google has refined search engine programming even more efficiently. Content marketing undoubtedly improves web traffic, social media engagement, and lead generation.
SEO has helped companies understand what their audience is looking for and how they can find information about your company and products/services online.
The HubSpot 2020 survey showed that more than 64% of marketers invest in SEO and that this figure will increase exponentially over time. Therefore, if you haven’t penetrated and explored this field, it’s high time you did; otherwise, you risk losing the competition.
Furthermore, it is interesting to mention that 88% of B2B marketers believe that with quality content on their websites and digital platforms, the public has more confidence in them as a credible brand. If you get the message right, it’s time for you to put more emphasis on your content and call in the experts to create a quality content strategy.
A.I. and AI-Driven Marketing Automation
The year 2020 is undoubtedly the year of artificial intelligence. So how can digital marketing remain immune to this uprising technology? Yes, you have understood that one of the main trends in digital marketing will be “marketing automation through artificial intelligence”, which will analyze consumer behavior and deduce an appropriate marketing strategy to develop your business. A.I. has also been used in programmatic advertising, where companies use A.I. to automate the purchase of advertisements.
A study by Techgrabyte even claimed that A.I. would increase global GDP by 14% by 2030. More specifically, in the field of marketing, A.I. can provide a competitive advantage to companies, can open up new business opportunities, can reduce companies’ marketing costs, can improve customer satisfaction with AI-based products and services.
A.I. and machine learning enable the understanding of consumer behavior and search patterns and the use of relevant data to develop business activities. Learn more about the implications of A.I. in other digital marketing trends.
It’s no exaggeration to say that A.I. will drive future trends in digital marketing. Even Statista has predicted that A.I. market revenues will reach US$97.9 billion by 2023, with significant revenues generated from AI-based digital marketing.
Chatbots & Conversational Marketing
Speaking of A.I. and ML, it is undeniable to mention the chatbots of the modern era. The fact that two out of three consumers already interact with chatbots using A.I. shows how much this can affect modern businesses.
And that’s not all if we also consider conversational marketing, 97% of mobile phone users worldwide use AI-powered voice assistants (also called chatbots) in one way or another.
Chatbots have enabled the provision of quality customer service 24 hours a day, seven days a week. Therefore, as a key player in the digital marketing of 2020, chatbots will take 85% of the customer service domain. In addition, chatbots not only engage customers in conversations but also act as an assistant that helps customers navigate the end-to-end purchasing process, whether it is a product purchase or a service delivery.
We live in an age where time is of the essence, and modern consumers don’t like to waste even a minute waiting for a response from a company. Conversational marketing has facilitated a real-time one-to-one connection between businesses and their customers. And so, with the rapid resolution of questions, the percentage of customer satisfaction has increased.
Social Media Marketing and Advertising
We have already mentioned the fact that there are about 3.5 billion smartphone users worldwide, and that the majority of them are available on one or more social media platforms.
With the emergence of platforms such as Facebook, Twitter, Instagram, LinkedIn, YouTube, Tiktok, and others, companies have begun to leverage these platforms to brand their presence and create public awareness for their products and services.
The year 2020 is witnessing some revolutionary trends such as Facebook Pay, Facebook Watch, Oculus, Cross-stream messaging, the removal of Instagram’s “likes,” and the entry of IGTV, Twitter’s mDAU, tweet streaming, LinkedIn videos and articles, Snapchat AR.
It will not be an exaggeration to say that SMM (Social Media Marketing) is evolving and will soon become a separate vertical of digital marketing in a grand form.
Social media advertising, on the other hand, is also proving to be a successful exercise for companies to get better lead generation and customer conversions. According to Statista, advertising spending is expected to grow at an annual growth rate (CAGR 2020-2023) of 7.0%, resulting in a market volume of US$125,482 million by 2023.
Influence Marketing And User-generated Content
Which seems more authentic – a company boasting its own product/service or a consumer sharing his or her experience of the company’s product/service on a digital platform? There is no doubt that we will all opt for the latter option, which today has been dubbed “influence marketing.”
According to the recent study by “influencecermarketinghub.com,” the influence marketing industry is expected to reach approximately $9.7 billion in 2020. Another study by Yopto found that Instagram’s public engagement rate is 45% higher than Facebook’s and 40% higher than Twitter’s.
This word-of-mouth marketing plays a crucial role in your company’s transition to a leading brand. The question now is: who can be an influencer? We answer. Any celebrity or social media person with a niche of quality followers are influencers. Anyone who can set the trend in the market or in people’s daily lives is an influencer. Today, companies have gotten ahead of the curve and have even started to establish paid partnerships with these influencers. But there’s a problem that’s hard to solve if it’s not solved: choosing the right influencer who can support your brand and help you increase your sales.
If you are a company looking to take a leap forward and get quality influencers for you, remember to do a basic niche check, tracking, and quality of user-generated content.
Personalized marketing is the responsibility of the Commission: content, e-mails, SMS, the introduction of products/services, etc. Some studies have shown that 80% of customers are more likely to do business with companies that follow the personalized marketing approach.
The power of personalized marketing, both on web and social media platforms, has been made possible by artificial intelligence and AI-based data analysis. Cadbury, EasyJet, and Starbucks are some of the remarkable companies that have used personalized marketing tactics to increase their revenues. Today, whether a small or large business, it is strongly suggested that you take advantage of analytics and AI-based marketing tactics to personalize the consumer experience.
Years of investigation have established that images/videos are much more compelling than a print ad. When it comes to end-to-end commerce, one study showed that while 70% of consumers share a brand’s video at least once, 72% of brands agreed that videos help them increase customer conversion rates.
Of all the methods of interacting with the audience, the video has remained at the top because visuals last longer in the memory than a set of written words (thanks to basic human psychology). This is not only with live streams from Facebook or Instagram’s interactive television but also with video ads that are broadcast on television, movies, and other social media platforms.
Among the trends in video marketing, live video, video SEO, and 360-degree video content are becoming increasingly popular among marketers in 2020. Today, YouTube videos are displayed in SERPs due to text overlay, subtitles, and Alt text. Therefore, if you buckle your seatbelt to enter the digital marketing arena, you’d better take control of video marketing as well.
Image Search on Google & Google Lens
We have already talked about Alt text, which helps Google and other search engines to explore the computer graphics and images they use on their websites. At the same time, contributing to platforms such as Pinterest also helps companies move forward in the race for modern marketing.
Thanks to Google’s visual search feature and the Google Lens tool on Android smartphones, the game has taken it to the next level. Clothes and household items, barcodes, business cards, flyers, or billboards for events, sites or buildings, plants, or animals – everything can be searched online with Google Lens.
Even Pinterest has developed a “Pinterest Lens” feature to enhance the user experience. It is worth noting that Samsung has also introduced the image search option on its latest smartphones. It is very likely that by the end of the year, the visual/image search trend will have a higher percentage than before in the overall digital marketing field.
A.R. & V.R. driven Immersive Marketing Campaigns
If you’re talking about Google Lens and Pinterest Lens without mentioning the AR-based digital shopping experience IKEA offers, that’s completely wrong. Gartner has already predicted that more than 70% of businesses will experience A.R. and immersive technologies by 2022. We just want to emphasize that the process has already begun.
Augmented reality, virtual reality, and the confluence of the two – mixed reality brings new experiences to customers in different niche markets as times change. Companies such as Sony, Samsung, Mi, Google, and other technology giants are also producing virtual reality devices that can provide an exceptional experience for customers shopping online on their websites. Despite much speculation, one thing is certain: augmented reality will surpass other immersive technologies by 2020.
Voice Search & Smart Speakers
According to a study conducted in 2020, more than 50% of online searches will be done by voice. In addition, she said nearly 55 percent of U.S. homes would have smart speakers by 2022. What we can deduce from these statistics is that the marketing segment of voice search is already on the move.
While the Android smartphone is the world leader, the U.S. market is still dominated by Apple in terms of smartphone users. Just consider Apple’s Siri or Google Assistant; people are already using them for their online searches.
Smart Speakers such as Amazon’s Alexa have also entered the market, and with these third-generation Smart Speakers, users will be able to integrate these devices into their daily lives. Can you imagine the importance of this technology in digital marketing? The answer is immeasurable potential.
Predictive Analysis and Big Data
Data mining and modeling that can be used for machine learning algorithms to improve the consumer experience is no longer a technology of the future; it has already entered our lives. Amazon Assistant is one such example of predictive analytics.
The global predictive analytics market will grow from $3.49 billion in 2016 to $7.5 billion in 2020, and much of that market share will explode as companies in different verticals use it to predict consumer behavior and develop better marketing plans to get ahead of the competition. From fraud detection to medical diagnostics, entertainment, and retail, the implications of predictive analytics can work wonders.
Big Data analytics, on the other hand, will be used by businesses, primarily large corporations and global giants, to predict pathways to success, improved customer experience, greater traction, and increased profits. Gartner has already predicted that more than 40% of data science tasks will be automated by the end of 2020.
The Technology Leap in Digital Marketing
Digital marketing, and more specifically, “branding,” sums up all the digital marketing trends we have been talking about so far. The last decade has been marked by many technological developments that will take global commerce to another level.