Digital Marketing Trends of 2020

In the past, all you needed to grow a following was to post content to social media. Nowadays, if you don’t want to fall behind on your competition, you need to start a real conversation with your customers. In short, you need to deliver personalised content.

In order to stay ahead in the market and easily adapt with new technologies you, as a marketer, should always be aware of the changes that are happening.

The concept of marketing is dynamic, always changing and becoming broader. To engage customers in long-term relationships and build great customer experiences, marketers should always be aware of the latest advancements.

According to a report written by EMarketer called “Global Ad Spending: The eMarketer Forecast for 2018” spending on media and digital ads across the world will be approximately 375.80 billion in just a couple of years, more precisely by 2021. This is a very clear indicator that you will need to step up your digital marketing game if you want to remain competitive.

Now that 2019 is almost over and 2020 is just around the corner, you may find asking yourself “what will the next year have in store when it comes to digital marketing trends?”.

Here are the digital marketing trends you need to watch out for in 2020.

Content Personalisation

Already the hottest buzzword in the digital marketing circles, content personalisation is more than just a passing trend. With the growth of the internet, users now have more power than ever and are no longer passive when it comes to learning about products they are interested in.

Today, users can go out and do their own research instead of waiting for you to tell them how fantastic your product is.
In order to provide great experience for your users, you need to offer them something more than just information. You need to offer them  personalised information called by marketers Content Personalisation.

This marketing term means delivering content that is highly relevant target audiences, their motivations and interests.

Naturally, you’d ask, how do you deliver such personalisation? Firstly, one must consider the following:

  • Data – do you know enough about your customers
  • Segmentation – can you apply a classification based on your customers data
  • Technology – are you able to plan and deliver with your current CMS
  • Content Variants – have you created personalised content for each segment

According to different indicators such as geographical distribution, interests, or demographics, personalised marketing demands for careful data analysis and audiences segmentation based on that data.

Audience segmentation alone is one of the most powerful tools for creating evergreen revenue and for faster growth at scale.

Content personalisation will remain a trend for a long time because it allows you to offer the customised product to the right users, at the right time.

Focus On Video

What attracts attention more than text is a beautiful picture, and even better if it is a good quality video with the duration of five minutes.
In 2018, Wyzowl gathered statistics about the state of video marketing by surveying 613 respondents.

These statistics revealed that around 70{8e70974195c48f015656ec00029c2bf559b83ca472845d96d7b604466648386d} of users would share a new video of their favourite brand. No wonder that 87{8e70974195c48f015656ec00029c2bf559b83ca472845d96d7b604466648386d} of companies worldwide use video as an effective digital marketing tool.

What’s more, 83{8e70974195c48f015656ec00029c2bf559b83ca472845d96d7b604466648386d} of corporations all around the world have increased their conversion rates with video content. On the other hand, 96{8e70974195c48f015656ec00029c2bf559b83ca472845d96d7b604466648386d} of consumers agree that video helps them understand a product better.

Online videos have completely replaced TV, which is especially noticeable among the younger generation. To convey information to the audience, video might be the most effective and brightest tool.

YouTube deserves an honourable mention here. It occupies a separate place in the digital marketing strategy of many enterprises. Its usefulness and popularity have increased significantly over the past years.

87{8e70974195c48f015656ec00029c2bf559b83ca472845d96d7b604466648386d} of video marketers use their YouTube channel to promote their services. 80{8e70974195c48f015656ec00029c2bf559b83ca472845d96d7b604466648386d} of them claim they were able to achieve success faster than when they utilised other types of content.

Micro Influencers

A few years ago, influencer marketing was limited to people with millions of followers also known as internet celebrities. Now, companies are looking for people who have a smaller following but are a voice their audience trusts.

Kyla Brennan, the founder and CEO of HelloSociety, a social media marketing firm shared a fascinating insight. When it comes to influencers with millions of followers, users are sceptical about those influencers’ product recommendations. The consumers don’t generally believe such recommendation is genuine.

A term that has become a buzzword in digital world is micro-influencers. It refers to influencers with narrower niches who are popular but not overloaded with sponsorship offers. They do however stay in touch with their audience.

Instead of competing for top-tier influencers with global enterprises, medium and small sized businesses are choosing to work with medium and small sized influencers.

Adweek’s study showed that micro-influencers had 60{8e70974195c48f015656ec00029c2bf559b83ca472845d96d7b604466648386d} higher engagement while being 6.7{8e70974195c48f015656ec00029c2bf559b83ca472845d96d7b604466648386d} more cost-effective than influencers who had more followers. According to the Edelman report, 63{8e70974195c48f015656ec00029c2bf559b83ca472845d96d7b604466648386d} of users trust what influencers say much more than they trust what brands say about their own products.

Direct Messages

With brands trying to get more personal with users, direct messaging is becoming one of the greatest digital marketing trends of 2020. Brands are building stronger connections with their users through private messages on social media like Instagram or Twitter, or through messaging apps like Facebook Messenger, Viber and WhatsApp.

Statistics uncover that customers want an immediate response when they have a question, and direct messages are a very effective way to achieve that.

Consumers love communicating via messages because it’s easy, fast and it gives them a sense of a real conversation.
Direct messaging is very convenient because it happens in a surrounding that the user is already familiar with (from talking with friends and acquaintances).

DMs have proven to be especially useful for brands that aim to create relationships through:

  • driving sales orders,
  • resolving issues
  • addressing complaints
  • being social

Professionals who will seriously consider Digital Marketing Trends 2020 outlined above, will gain a competitive advantage and will stand a greater chance of more consistent success.

Make sure you start the new year with a well thought out plan of what your goals are and the ways you can achieve them. If you haven’t already, it is time to start planning your 2020 digital marketing strategy.

If you enjoyed the above insight, be sure to check out other Minty Digital posts. We placed a few useful links below:

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Minty Digital Team
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