Digital Marketing Trends for 2020
Digital marketing isn't going anywhere. In fact, with 4.54 billion active Internet users in January 2020, the importance of the online world is growing. But the digital landscape is changing.
When considering your digital marketing strategy for 2020, it's important to acknowledge this. The actions that saw your business succeed in 2018 and 2019 aren't necessarily going to be the ones that deliver the biggest ROI in 2020.
Here are four key digital marketing trends you need to look out for this year:
1. The Customer Journey and Personalisation
The customer journey has been a priority for digital marketers for a number of years. But the way we can use this to shape our online marketing is evolving.
It's now possible to personalise the customer's journey on a much larger scale, thanks to AI and machine learning. This enables us to use the data provided to us by customers to tailor our marketing, tweaking and changing the approach the more we learn.
The end result is a website and marketing materials that meet the user where they're at, in context.
Many companies have been slow to adopt this technology, making it an easy way for you to get ahead of your competitors in 2020.
2. Social Purpose
Traditionally, organisations have stayed away from political debate.
And with good reason. Politics is a contentious issue and — if you get it wrong — it has the potential to be disastrous for your business. But consumers are demanding more from the companies they buy from.
They base their decisions on value-judgments, taking into consideration the political stance and social purpose of the organisations they choose to do business with. If you have a social purpose — or contribute to society in another way — use it to your advantage.
What causes matter to your business? How are you going to make the world a better place? Channelling this into your digital marketing — on your website or via social media — can increase trust, aligning your brand values with those of your consumers.
3. Conversational Marketing
The rise of AI has created new avenues for digital marketing. Among these is conversational marketing — a trend expected to take off in 2020, according to the Gartner Hype Cycle.
But what is it?
Here's what Gartner had to say:
"Conversational marketing technologies enable interactions between companies and customers that mimic human dialogue and do so at scale."
This includes technology like chatbots and mobile messaging. These technologies enable your customers to interact with your business directly, without waiting for a human response. But they do so in a way that feels natural, unlike the chatbots of a few years ago.
The end result is an automated and seamless platform for your customers to engage with, increasing trust and brand loyalty without adding another constraint to your resources.
4. Alternative Social Media Networks
In 2020, social media will be as vital as ever. But if you've been struggling to keep up with the demands of the big three — Facebook, Instagram and Twitter — it's a good time for you to explore other options.
Do you need to reach a younger audience? TikTok is experiencing phenomenal growth in the 16-24 age group. It also boasts an organic reach unlike anything we've seen before — even better than the early days of Facebook.
Many companies have been slow to jump on the bandwagon. So, if you want to reach a younger audience, this is something you should be getting on board with over the next couple of months.
Pinterest has also seen a resurgence over the past few months, with research suggesting organisations get twice as much for their money when investing in advertisements on Pinterest, compared to other platforms.
The bottom line to be aware of in 2020?
In the world of digital marketing, nothing stays the same for long. If you want to get ahead of your competitors, keep an eye on these trends as they evolve through the year — and adapt to new opportunities as they arise.