Now that 2020 is officially here, it is time to update your digital marketing strategies.
Though it’s true that some trends we’ve seen for a few years will remain effective (like chatbots, voice searches, and video marketing), the digital marketing landscape is in a constant state of change. To help you stay ahead of the curve in 2020, we’ve outlined 5 newer digital marketing trends.
Businesses have struggled with getting their social media followers to visit their online stores for the longest time. Now, thanks to social commerce, solving that challenge has become much easier. Since Instagram Checkout launched in 2019, shoppable social media posts (as they’re sometimes called) are getting more and more attention at a rapid pace. And why not? To put it simply, they just make sense.
The main goal is to create less steps for your shoppers, so selling directly on social media decreases the chances of sales abandonment. By allowing transactions through social media, even if you just sell a few items of branding merchandise, you can see greater returns. If you have a Shopify store, for instance, it’s as easy as linking accounts for Instagram or installing a plugin for Snapchat. Be sure to also check out Pinterest, as this is one of the first channels to offer social commerce.
Email marketing remains just as popular as ever. However, some experts have noticed that ROI numbers are slowing or stagnating. Rather than completely abandoning this viable channel, digital marketers are starting to bring it back to life with a makeover.
Lately, we’re seeing a swift decline in plain-text emails and newsletters. In their place are well-designed, pixel-perfect emails that look worthy of a web designer’s portfolio. Email marketing now and through 2020 will more and more implement emails that look and function like web pages – including buttons and other methods to engage and encourage user interaction. The function of these polished designs isn’t just to impress, as they aim to improve conversions. Readers may be more likely to click stylized buttons with accompanying images than they are plain-text or spammy-looking links.
Though there are many webpage-based email templates available, using one of them isn’t enough; you need to go the extra mile with stunning visuals and UX-centric designs. Regarding ROI mentioned above, it’s worth making sure your emails are as engaging and beautiful as possible while promoting your brand.
Optimize Content for Featured Snippets
A main reason digital marketing trends change so rapidly is because the platforms they depend on change even more rapidly. A classic example is Google, which updates its search algorithm hundreds if not thousands of times a year.
But as search engines evolve and become smarter, marketers need to adjust accordingly. More and more search queries have featured snippets, which employ a lot of space on the first page and receive many more clicks than the other search results. That’s why it’s so important to consider them when creating digital marketing content and optimize each piece of content for featured snippets, using clear and well-structured content.
Google is trying to get better at delivering content to users, so marketers need to take these changes into account and adjust SEO techniques accordingly.
For marketers in 2020, it’s more crucial than ever before to create extremely high-quality, well-structured content that covers topics thoroughly yet clearly and is easy to understand. Writing for both humans and search engines is important, while making sure one or the other isn’t neglected.
With the continued success of YouTube, Instagram Stories, and Snapchat, video blogs remain extremely popular. As opposed to other video types, such as tutorials which simply explain, vlogs are more personal and direct. Vloggers speak directly to the viewer, creating a more personal and direct connection – obviously a great benefit to marketers trying to build stronger relationships with their customers.
More than just a video featuring someone complaining about how the waiter messed up their order, for example, vlogs can be practical and strategic. You can live-stream special events that not everyone has access to, like a business conference or a workshop. You can also post other homegrown content your customers might want to see anyway, such as interviews of experts in your industry or behind-the-scenes looks.
As video marketing continues to rise, we’ll likely see more subcategories like vlogs gain in popularity. Learning to differentiate your video content now will help for adjusting to future trends… perhaps we’ll include those next year for our 2021 digital marketing trends.
We’re likely to see a shift from traditional text-based content to more toward dynamic, engaging content that gives an immersive user experience in 2020. Here are just a few examples:
- Quizzes and Polls
- Embedded Calculators
- Augmented Reality Ads
- 360-Degree Videos
If you consider that most buyers are actively searching for more interactive content, that should be all the convincing you need. People like it not just because it’s new and original but because it makes them feel more connected to brands and more involved in the buying process. But if you need more convincing, consider interactive content that can provide marketers with engagement data that can enhance future content initiatives, enable increased personalization, and offer more relevant experiences.
Interactive content is more engaging, more memorable, and more likely to generate the results your business needs.
Strangely enough, the upcoming 2020 digital marketing trends are both more human and more mechanical. It seems the general direction of digital marketing points more toward personal relationships with more targeted niches, but the ways of making connections rely on automation and new technology. The basics of digital marketing remain constant – getting people what they want, when and where they want it – and 2020 technology is simply providing new avenues to get there.