Digital Marketing Trends

6 Digital Marketing trends to watch out for in 2020

As we move into the new year, what better time look ahead to the top digital marketing trends we can expect to see throughout 2020?

After all, the world of digital marketing is constantly evolving and ever-changing. With new technologies, trends and tactics being employed at a rapid rate, what should your business expect from the world of digital this year?

With over 1.5 billion live websites, 3 billion people using social media platforms globally, the rise of the likes of voice search and video marketing, it’s never been so important for businesses to keep a finger on the pulse in order to thrive, not nose dive, in the ever-changing world of digital marketing.

Here, we’ll be sharing the 6 top digital marketing trends to watch out for in 2020 to help your business stay a step ahead of the game this year.

Trend #1: Visuals will be more important than ever

 

It’s 2020, we all know that that visuals are more effective than plain text, and they will only continue to grow in importance throughout the year.

 

After all, 85% of people are more likely to buy a product after watching a video about it over merely reading text. In fact, whereas just 20% of people will read the text on a page, 80% of people will watch a video.

Social media posts including images produce a whopping 180% more engagement. It makes sense, after all, our brains process visuals 60,000 times faster than text.

That’s right, 2020 is the year to get serious about visuals.

After all, this will be the year that visuals are not only preferred by consumers, it will also be the year that big digital giants integrate imagery into search more and more. It’s no surprise,

Considering that 62% of millennials say they are more interested in visual search than any other new technology.

From Google to Pinterest, more and more companies are diving into the world of visual search technology, with images already being returned for 19% of searches on Google.

That means that in order to stay ahead of the curve in 2020, all businesses and brands of any shape and size need to focus on visuals. Whether that’s creating awesome images, interesting infographics or killer videos, this type of content performs better, is preferred by all audiences and will increasingly play a bigger part in search going into 2020.

So, what visuals should you be creating?

  • Video: video consumption rises by a massive 100% each year. What’s more it’s never been easier to create awesome video footage. Whether you hire a videographer or give it a go yourself using your smartphone or camera. There are tons of tools that can help you out, from Apple iMovie for helping edit videos to Ripl for creating killer videos for social media.
  • Images: we all know the value of images. And again, it’s never been so easy to produce and deliver killer images. Whether you take them yourself on your mobile or source copyright free images from sites such as
  • GIFs: remember that GIF you saw that went viral? Yep, that’s the power of the GIF. But did you realise they’re super easy to make online? Simply head over to Giphy and off you go.
  • Infographics and posters: again, it’s super easy to create professional graphics, posters and infographics with the likes of tools such as Canva which are free, easy to use and include tons of templates.

Trend #2: Getting up close and personal will pay off

 

Yep, we’re talking about personalisation.

80% of consumers state that they’d be more likely to do business with a brand that offers a personalised experience.

In fact, this year it is anticipated that 51% of consumers expect companies to make relevant, personalised suggestions according to the consumer’s needs. Fail to personalise for your audience, miss out on a ton of custom. It’s as simple as that.

66% of consumers are frustrated by brands that continue to rely on old-fashioned strategies of generic messages. That’s why it’s time to make 2020 the year of personalisation.

There are several elements of your digital marketing strategy you should focus on personalising:

  • Email personalisation: personalised emails deliver 6x higher transaction rates, returning an average of 22% return on investment. If an email isn’t personalised 52% of shoppers say they’ll find somewhere else to take their custom. But with 70% of businesses still failing to personalise their email marketing strategy, there’s clearly tons of potential for brands to get ahead of the game in 2020 with a killer personalised email strategy.
  • Website personalisation: 74% of customers feel frustrated when a website’s content isn’t personalised to them. Digital marketers that do personalise their website see an increase in sales by 19%. The great thing is that 57% of customers are willing to hand over their personal information as long as it benefits them in terms of a personalised web experience.
  • Content personalisation: if the content you’re delivering isn’t relevant to the customer, prepare to be met with an 83% lower response rate. On the flip side, content that is relevant and interesting to your audience will lead to 63% of consumers thinking more positively about your brand.
  • Ad personalisation: ads personalised to your customer’s preferences consistently perform well. After all, those that see retargeted ads are 70% more likely to convert.

Trend #3: The importance of connecting with the customer

 

In the old days, we might have thought of marketing exclusively as the process of trying to market a product or brand.

But in 2020 the concept of marketing is set to shift. It’s no longer exclusively trying to get people to buy from you. It’s also about connecting with your audience, providing awesome customer experiences that keep people coming back.

After all, 73% say that customer experience is a key factor when making purchasing decisions. But, with only 49% delivering a great experience, 2020 is the year that every business needs to step up their customer experience game in order to provide a killer overall marketing strategy.

So, how do you go about creating a killer customer experience?

  • Offer human interaction: this is key. Consumers don’t connect with robots, they connect with humans. It just goes to show that almost 50% of Gen Z and millennials feel that more brands should empathise with their audiences and show off their human sides.
  • Be personal: we’ve already talked about the importance of personalisation, but we can’t drill it home enough. A personal experience helps people connect with your brand on a real level.
  • Be friendly and knowledgeable: this should be business school 101, but you’d be surprised at how many brands are missing the mark with this. Friendly service and knowledgeable staff go a long way.
  • Show off your social responsibility and charitability: 55% of Gen Z will choose brands that showcase their social responsibility over those that don’t. More and more, Gen Z and millennials are caring about the world, meaning it’s hugely important that brands show that they have a purpose beyond making money.
  • Make use of a loyalty programme: how better foster customer loyalty and offer a great experience than with a loyalty scheme or programme to keep customers coming back for more?
  • Deliver a seamless mobile experience: 2% of searches are carried out on mobile, with 69% of consumers using their smartphone to research before they buy. Failing to optimise your content for mobile is poor customer experience. After all, 57% of customer wouldn’t recommend a brand after having a bad mobile experience.

Trend #4: Voice search will dominate

 

Unless you’ve been hiding under a rock you’ll have heard of a little thing called voice search.

And as we head into 2020 voice search shows no signs of slowing down.

2 out of 5 adults already use voice search every single day, and this year, it’s predicted that 50% of all searches will be voice searches.

Research has shown that those aged between 25-64 expect to use voice search more and more in the not so distant future.

This means that optimising for voice search is essential for businesses in 2020.

So, how can you do this exactly?

  • Shake up your keywords: voice search changes the way we search. Think about it this way, the way we speak differs from the way we type. In voice search, we’re more likely to use longer phrases, a more conversational tone, filler words and ask more questions. In fact, Google has reported that 70% of its searches on voice devices use natural language. This means you’ll need to incorporate natural sounding keywords in your content, for example ‘what is the best coffee shop near me?’
  • Use question keywords: question keywords have shot up in popularity, up 61% year-on-year thanks to the likes of voice search. This means including those all-important question keywords in your content is key.
  • Think about format: Google typically ranks short answers for voice searches – 29 words to be precise. This means addressing a question or query in just 30 words or less. But what it doesn’t mean is you need to write 30-word blog posts. Instead, a great way to do this is to include lots of subheadings. The subheading could be the question keyword, followed by a 30-word answer. Another way to do this is to write FAQ pages which are 7x more likely to rank in voice search.
  • Get your page load speed up to scratch: the average voice search result page loads in 6 seconds – 52% faster than the average page. Page speed matters. Your site needs to be speedy in order to win the race to the number 1 spot.
  • Optimise for featured snippets: 7% of voice search answers now come from featured snippets. Want to rank in voice search, you need to rank in position 0.

For more help with ranking for voice search, check out this handy guide by Neil Patel.

Trend #5: Forget ranking first, rank for featured snippets

 

Talking about featured snippets, this is another trend that will skyrocket in 2020. Currently 60% of all search results have featured snippets, and this figure is merely set to grow.

This will be a big change for SEO in 2020, as digital marketers should no longer clamber for position 1. Position 0 requires brands to adopt new SEO techniques, but if you can beat your competitor to it, you’ll have a big advantage.

So, how can you optimise for featured snippets?

  • Answer questions: featured snippets are usually answers to questions, meaning you’ll need to work out what questions your audience are asking and answer them.
  • Format: now you need to format your answers. Pack in short, concise answers to these questions within your longer form content, whether that’s your blog posts of FAQs. Most featured snippets are between 40-50 words long, so aim to answer questions within this word limit. Use headers, subheadings, numbered or bulleted lists, table and graphs and use short sentences that provide direct answers to questions.
  • Find out what keywords you already rank for: this is important considering that 58% of all featured snippets come from pages that already rank on the first page for that search term. Use tools such as Ahrefs organic keywords report to find out what keywords your site already ranks for that also have a featured snippet.

Check out this handy guide by Search Engine Journal for more help on ranking for featured snippets.

Trend #6: Cash in on live video

 

By 2021, the live video industry is predicated to be worth over $70 billion.

Live video is a hugely popular medium which we spend an average of 3x longer watching than pre-recorded video. In fact, this year it’s expected that live streaming is will account for 82% of all internet traffic.

80% of consumers prefer to watch live videos from a brand rather than read a blog post, with 63% of those aged between 16-34 watching live video content regularly.

2020 will be the time to step up your live video game.

And it’s not as difficult as you think.

Live video is great for showing off your products or services, doing a Q&A, a behind the scenes, breaking news or covering footage of an event.

Whatever you’ve got to share with your audience, go live.

Next Steps – ready to gear up for 2020 with our top digital marketing insights?

 

Keeping up with the ever-changing landscape of digital marketing is challenging. But putting in the hours will pay off. Staying one step ahead of the game equips your business with the tools it needs to pip the competition to the post, gain those all-important customers and building up an awesome brand.

For more help with any element of digital marketing, get in touch with the Report Central team today. From SEO, social media, inbound marketing to website optimisation, we keep our finger on the pulse, knowing what works for businesses and what doesn’t. Ready to see what we can do for your brand today?

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