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5 Digital Marketing Trends That Will Stay Valid In 2020

The fast adoption of technology in the global business industry has to a large extent made digital technologies and services relevant in the businesses’ growth. Digital marketing is one of the important digital services that help brands increase visibility and sales if done rightly.

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Contrary to people’s believe that digital marketing is synonymous to social media marketing, I am making it clear to you now that digital marketing consists of content marketing, social media marketing, pay per click (PPC), affiliate marketing, email marketing, search engine optimization (SEO), online PR and marketing automation.

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It is necessary to know that in the digital marketing space, trends roll in frequently as technology advances, hence why i have decided to enlighten you on trends that will be useful in 2020 which was shared at Espact recently concluded two days digital bootcamp for entrepreneurs, professionals and youths in Abuja and Lagos.

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They are:

Chatbots

Chatbots are showing up everywhere, from business websites to mobile apps and social media newsfeeds. They can serve a variety of purposes, but most often they are used to answer simple questions or help a user accomplish a simple task.

Some of the most advanced chatbots are deployed by enterprise companies as virtual assistants.

But new uses for chatbots are emerging all the time, including:

Lead qualification

Shopping assistance

Website browsing guidance

Knowledgebase research

Talent recruiting

Self-service

Accessibility

Chatbots are even available for small businesses. There are plenty of third-party conversational AI platforms businesses can leverage to greet visitors, answer their questions, and move them further towards a purchase.

Programmatic Advertising

Managing ads is a full-time job. But with so many new channels to reach customers through, not even a full-time advertising team has enough hours in the day to keep up. That’s why more and more companies are trying to let AI take it over.

Programmatic advertising is a process that uses AI to buy and place advertisements based on targeting algorithms. If this sounds familiar, it’s because it’s already widely used. By 2020, over 86% of all digital display ads will be purchased through automated channels.

However, programmatic advertising extends beyond cyberspace. It can also be used to buy and sell different kinds of media, from display advertisements to out-of-home ads.

The key differentiator between programmatic and traditional advertising is that programmatic can occur in real-time. This puts more power in the hands of the advertiser.

Potentially, even small advertisers can leverage programmatic advertising for maximum ROI. But it’s precisely how they use this power that determines whether advertisers are successful.

Programmatic advertising relies on a combination of automation, big data, and technical expertise. You still need human capital to do it, which not every business has.

In its current form, it’s a better option for brands with mass-market appeal than those with niche appeal. Nonetheless, with programmatic ads taking over digital display advertising, it’s a trend to keep tabs on.

Personalization

According to Forbes, 44% of consumers say they are likely to buy from a company again after a personalized shopping experience.

Marketing personalization has numerous benefits:

  • Better customer experiences
  • Increased brand loyalty
  • More revenue
  • Cross-channel selling opportunities
  • Brand consistency

Whether it’s a name on a cocacola bottle or a shout out on a video message, people love knowing that their favorite brands recognize them and care about their experiences. This stands in stark contrast to the marketing tactics of old.

Blanket ad campaigns and catchy jingles just don’t cut it anymore. Businesses no longer have control over the sales process. The customer holds all the cards.

It’s now up to businesses to make buying from them as easy and enjoyable as possible.

But personalization is taking on a whole new meaning thanks to marketing automation and other technologies. For example, email personalization will soon go far beyond simply auto-filling a recipient’s first name in the subject line.

Contacts will be segmented automatically based on new parameters, like search history and off-site activity. Emails will be sent based on a customer’s data profile, not simply because of time zones and rough guesses about email open rates at certain times of the day.

All in all, personalization will be the #1 tool for conversion rate optimization across every marketing channel. Expect to see more of the following:

Personalized product recommendations

  • Personalized social media messages
  • Personalized video messages
  • Targeted and triggered emails
  • Advanced email personalization
  • Automated contact segmentation
  • Personalized digital advertising
  • Web content personalization

Those businesses that prioritize creating an individualized experience for their customers will reap the rewards.

Video Marketing

Video marketing has been an important tactic for big brands for years. But video is changing.

By 2020, video will make up more than 85% of all consumer internet traffic in the U.S. Most of the videos people will be watching won’t be uploaded by brands or businesses – they’ll be uploaded by individuals.

One of the biggest hang-ups many businesses have with video marketing is the production aspect. They want their videos to look professional – like they were produced by Hollywood directors.

But anyone can harness the benefits of video by using simple recording tools. Most people aren’t looking for dazzling special effects on YouTube. They just want good content that’s entertaining, informative, and story-driven.

These are the types of videos that garner attention and go viral.  This trend has been added in Africa too.

Marketers can use video for several strategies, even for advertising. Here are some types of marketing videos any business can make in 2019 and beyond:

  • How-to videos
  • Product walkthroughs
  • Influencer interviews
  • Customer testimonials
  • Behind the scenes videos (such as employee and brand stories)
  • Company culture videos
  • Event videos
  • Webinars

Of course, one of the easiest ways to do video marketing is to use a webcam. More and more brands are posting interviews, call-outs, and general questions to social media using video.

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 Artificial Intelligence

Artificial Intelligence (AI) is considered the cutting edge of technology by many. But in a few years, it may be as standard as smartphones are today.

Divorced from all the implications of popular science fiction movies, AI is a computer or robot that can gather facts about a situation through sensors or through human input. It can then use this information to solve problems or perform tasks.

More specifically, AI is a computer system that can perform a task which normally requires human intelligence. This is also the primary reason people fear AI.

Kindly watch out for these trends and get ready to also use them, to ease your digital marketing processes.

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