5 Major Marketing Trends to Consider in 2020

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  • Worldwide digital ad spend is predicted to reach over $375 billion by 2021.
  • 47% of shoppers are open to buying items from a bot.
  • Google receives over 100 billion search queries per month.

Bots

Cut out the middleman!

Bots provide a direct line between your customers’ problem and the best solution. Through integration with a messaging app, Bots help a consumer find solutions without the hassle of filling out forms, mindless searching, emails that may or may not go to spam, and calls that could go unanswered. They want assistance NOW and bots help achieve that. They are ideal for not only making purchases but also answering questions and booking appointments. This marketing trend is definitely one to consider in 2020.

71% of people willing to use a messaging app for assistance do it because they want their problem solved fast. An example of that need for instant gratification is the use of devices to gain immediate results. Rather than manually typing “recipe for raisin cookies” into Google, I can just walk over to the kitchen counter and say “Hey Google, what ingredients do I need for raisin cookies” and instantly my Google Home device produces those ingredients. Time saved and problem solved. The same goes for bots. I message the bot stating that I need an appointment or service and the bot takes care of it. That instant assistance just helped me avoid a live call and potentially being placed on hold or sent to voicemail. Now that you know a bit more about bots, how could you utilize them in your business?

marketing trends to consider in 2020?

Voice Search

Hey Google… what are the latest marketing trends?

Similar to bots, voice assistant devices have become smarter and more useful. According to Google, 20 percent of all their search queries are done through voice search. Forbes predicts that by 2020, thirty percent of all website sessions will be conducted without a screen. Optimizing your content for those searches should be a part of your 2020 marketing initiatives. Voice assistants are not only standalone or on your smartphone, but they are also pre-installed in your PCs, such as Microsoft’s Cortana.

Voice search SEO vs. traditional SEO is very different, so be sure to optimize properly. With a traditional search, you type in short keywords such as “best hot sauce”, but with a voice search we tend to use more complete sentences so that search may look like “who makes the best hot sauce in the country.” Be sure to include those long-tail keywords in your marketing as well as the short ones. Additionally, because 22 percent of voice searches are location-based, make sure you are also adding “near me” to the ends of those longer keywords. Could you see your business benefiting from a voice search?

Transparency

Be honest… or no one will believe!

At least that’s what my six-year-old tells me. While being transparent would seem like a given, some companies choose not to share too much so as not to position themselves in a negative light. With most of us having access to the Internet (hello Google), it’s almost impossible to hide things from your customers and clients. Sitting on a lie or potential bad news is never a good idea. A 2018 study from Sprout Social showed that “89 percent of consumers would give transparent brands a second chance after a bad experience and 85 percent would stick with these transparent brands through a crisis.”

The truth, no matter how difficult, should always come from you to your customers/clients. Get in front of the crisis so that you can tell the real story versus hearsay. A great example of a company using transparency as a way to empower their customers with information is Patagonia. Rather than wait to be accused of having their clothing made in a third world country, they got ahead of the “scandal” and released the Fair Trade Campaign. This series of videos, content, and pictures highlight their overseas workers and Patagonia’s efforts to pay them fair wages. The ongoing campaign was not only successful but further solidified their brand and customer loyalty to it. Think about it. When was the last time you displayed transparency and how did it work out for you?

Email Personalization

In a non-creepy way of course!

Personalization is about connecting with your audience on a very personal level. Instead of “Hi, our pies are 50% this week”, personalization reads like “Hi Kathy! Your favorite pie, pecan, is 50% off this week at your Broad St. store location” You spoke directly to Kathy and highlighted a product you know she has interest in and a location you know she frequents. That is personalization and it makes for a great experience.  In a survey of 1,000 people, 90% remarked that they found personalization appealing. Some of the steps needed to initiate a personalized marketing experience include:

  • Data compilation. You need data and lots of it to launch a successful personalization campaign. This data, which can be obtained from a CRM, email lists, or even directly asking your customer, is then used to create buyer personas.
  • Audience segmentation. Once you have collected the necessary data, you can then segment your audience. This segmentation is based on various factors including demographics (age, gender, income, location) and habits such as shopping, frequency of purchase, etc.
  • Content creation. Now that the data and segmenting has been done, write personalized content. The content will vary depending on your message but don’t overcomplicate it.
  • Sendoff. Now that your personalized message is ready, send it using an email platform.

Content

Timeless marketing trend that remains King!

Good content is vital to any campaign and should be on your list of marketing trends to consider in 2020. It allows you to show your expertise and authority on the topic you are most passionate about. Your content is what Google and other search engines render to consumers searching for a specific subject, so the quality and delivery is important. Whether it is a blog, educational content for your site, or even social media posts, content should be well thought out and true. Looking at your website, would you say the content emphasizes your expertise?

Content has grown over the years to incorporate other technology. Multimedia content creation should also be a part of your content marketing in 2020. This shareable content is vital to your digital success. While written content exhibits your expertise, video content allows the consumer to see you as a person. Your personality. They can then relate to you on a more personal level. If you can incorporate video into your campaigns, whether they are quick clips for social media, testimonials, or how-to videos for your website, give it a try and see how it does! What types of videos would you create for your company?

2020 marketing trends to implement?

 How Will you Implement These Trends? 

Unless you have a marketing specialist inhouse, I would suggest leaving it to the professionals! At Digital Resources, we have the resources and experience to not only create campaigns but maintain and optimize them on an ongoing basis. Let’s chat about your needs and which of these marketing trends will work best for your business!

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