SEO, PPC, social media, and content marketing are all branches that breathe life into digital marketing. Along with technology, digital marketing is expanding rapidly, and every year, there’s always a new list of innovative trends and tools ready for use in businesses.
And 2020 is no different.
From artificial intelligence to voice search, the future of digital evolution in marketing is upon us. Marketing technology is evolving on a regular basis, and so, business owners can no longer follow the old-fashioned ways of traditional marketing. By adapting to newer trends, business owners will be able to predict consumer behavior and interests more efficiently, and stay ahead of the competition.
Read on to learn more about 5 effective digital marketing trends that are sure to help your business flourish this year.
1. Artificial Intelligence (AI)
It’s funny to imagine a world with human-like robots and devices helping us with our daily tasks. But in 2020, artificial intelligence or A.I. are no longer just a part of science fiction stories and overactive imaginations. A.I. has undergone a massive evolution over the last few decades, sparking changes in various industries. From chatbots to voice assistants, A.I. is becoming more prevalent in the workplace, and research suggests this trend isn’t stopping any time soon.
In fact, many business owners are introducing A.I. into their companies—and for good reason. A.I. provides companies with numerous worthwhile benefits, such as:
- Reduction of costs
- Competitive advantage over competitors
- Analysis of consumer behavior and search patterns
- Help with content creation
- Communication between business and customers
Artificial intelligence will soon work as the secret ingredient behind the successes of several businesses. It’s important, as company owners, to begin adopting A.I. into your workplace to accelerate business growth and stay ahead of the game.
2. User-generated content (UGC)
Want to reach the Millennial and Generation Z markets? User-generated content (UGC) is one of the best ways to accomplish this. User-generated content is defined as unique content that’s created and shared by unpaid contributors or fans. Many companies often offer a reward, like a discount to encourage users to share a piece of content for their brand.
This can be as simple as sharing a photo on Instagram with a brand’s hashtag or creating a video that can be used for a campaign—all of which are crafted by unpaid users. Once this content is shared with others, it becomes easier to increase conversion rates and brand recognition as others will be able to discover your brand.
Like with influencer marketing, UGC builds trust and connection between a business-customer relationship. Netflix, for example, often uses UGC to get others excited about their original shows by promoting fans’ posts on their Instagram page. This works so well since most people trust brands that are associated with others just like them!
3. Voice search
With the rise of voice assistants like Siri and Alexa, there’s no denying the impact that voice search has in all aspects of daily life. It’s a medium that shows no signs of slowing down soon, leading many business owners to reevaluate their digital marketing strategies in 2020. If you don’t believe us, let the numbers speak for themselves:
- 72% of people who own voice-activated speakers say that their devices are used as part of their daily routines.
- Voice shopping is predicted to jump to $40 billion by 2022, rising from $2 billion today.
- 41% of users have stated that they would prefer a voice assistant over a website or an app because it facilitates their routine shopping tasks.
- By 2022, 55% of US households will own a smart speaker, according to BBC.
Like artificial intelligence, voice search offers several benefits to its users that apps, websites, and other channels do not. Voice search gives users a helping hand in performing daily tasks, like ordering food or searching for relevant information, just by using their voice.
For those in the business world, voice search advertising presents companies with countless opportunities to deliver quality content. Patrón Tequila, for example, offers customers access to personalized cocktail recipes. All customers must do is ask their voice assistant to ask Patrón for a recipe. This helps the brand increase their brand visibility and awareness. Simple yet effective, isn’t it?
4. Visual search
Most users want quick and easy-to-find results to their online searches. They also tend to prefer visual content over plain text since it’s easier to follow and remember. Visual search combines these two factors to give users exactly what they want: quick, specific results through an image search.
The way it works is pretty simple. Users must upload an image to perform a search and voila! A listing of accurate results appears on the page. Many brands like Google, Pinterest, and Bing are implementing visual search into their strategies, and we think it’s only a matter of time before all business leaders join in on the action.
5. Social commerce and shopping
E-commerce and social media are two growing platforms that are redefining the way users shop for their favorite items. Take Instagram as an example. The platform, which boasts over 1 billion active users since 2018, expanded on its social commerce by releasing Instagram Checkout in March 2019. This quality feature allows users to make purchases from within the platform, giving business owners a chance to leverage their sales opportunities.
The hassle of clicking on a link that redirects to a separate website for a purchase can make a customer feel less secure. That’s why shoppable posts like the ones on Instagram Checkout can be a blessing as it makes shopping on social media incredibly easy (and fast!).
Social media platforms like Facebook and Instagram also give e-commerce brands the ability to engage their customers through their visual content. Interactive ads can include a creative photo with a clickable price tag over it that lets regular and potential customers shop easily.
Change is an integral part of the marketing world—and this is especially true for digital marketing. It may not be easy to keep up with new trends that seem to pop up every minute, but it’s well worth it. As technology, platforms, and tools evolve, business owners must be able to embrace the changes by adopting these trends into their strategies. Companies that are able to adapt and master the advances in digital marketing will be able to gain a significant edge against their competitors. Now, in 2020, is the time for your marketing strategy to receive a much-needed upgrade!
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