Digital Marketing Trends for 2020
Social media is an integral part of digital marketing and is increasingly linked to purchasing. An example of this is Instagram Shopping , which allows brands to tag their products in photos and videos and users buy them directly on the network itself.
More and more options are available to us to directly link conversions with activity on social networks, so in 2020 we expect these features to become increasingly important.
From the search engine to the marketplace
Until recently, search engines were the absolute leaders for product or service inquiries. But now, 55% of Americans have started searching directly for products on Amazon .
According to a Forrester Research study, more than 50% of online purchases are made from the main marketplaces in the world: Amazon, Alibaba, JD.com and Ebay. This figure is expected to increase to 67% by 2022.
For many years, brands have used storytelling to connect with potential customers and communicate their values. But now a new trend in digital marketing is emerging: storyscaping .
The concept of storyscaping emerged in 2014 with the publication of the book Storyscaping: Stop Creating Ads, Start Creating Worlds (“Storyscaping: stop creating ads and start creating worlds”) by Gaston Legorburu and Darren McColl. In his own words, storyscaping consists of “an environment of emotional and transactional experiences where each connection inspires interactions with others, so that the brand becomes part of the consumer’s story.”
The concept of a video podcast or videocast is very simple: it is simply a matter of making a radio program recorded on video to show what is happening and who is behind the microphones. This allows you to better connect with your audience and make users feel closer to the brand.
In 2020, video campaigns on social networks will be able to incorporate augmented reality technology , which will improve the user experience with ads and achieve higher CTRs.
For example, you can make your potential customers try on clothes virtually or visualize how a new piece of furniture would look in their home.
Google Ads Smart Bidding
The smart bidding is a subset of automated bid strategies using machine learning for conversions or improving the conversion value in each auction.
For advertisers, this feature enables you to optimize and automate bids with advanced machine learning, a wide variety of contextual cues, flexible performance controls, and transparent performance reporting.
Segmentation by Audience
Now, Google Ads allows you to add audience targeting to ad groups to reach users based on who they are, their interests and habits, what they are looking for or how they have previously interacted with your company.
Depending on the different types of campaigns, you can use different audience segmentations and even create segmentations by layers (layer audiences). That is, it will be possible to combine demographic and keyword targeting to create extremely relevant ads.
Pay Per Click Automation
The automation of pay per click has become a very powerful way to improve the performance of our campaigns. In recent years, large SEM companies like Google have invested large budgets to create and improve their automation options.
To take full advantage of this functionality, we must make it easier for the algorithms to learn with our campaigns and thus improve themselves. Automations need human supervision to control their evolution, but they help us free up part of our time to dedicate it to more qualitative tasks.
Messaging services for companies with Messenger, WhatsApp and Instagram
Facebook has set out to improve messaging services for businesses through its social networks Messenger, WhatsApp and Instagram. The priority is that brands can offer better communication and customer service through these applications.
We already have some examples of large companies that use these messaging systems as the main communication system: for example, Vodafone Germany manages 62% of the conversations with its customer service via WhatsApp.
Threads: The new Instagram app
Threads is a platform to communicate and share images with your closest circle.The application allows you to send photos or videos as a private Instagram message, even if the user who receives it does not have the application installed. Only images taken at the moment can be sent.
It also incorporates a controversial “automatic tracking” function, with which you know if the person you are following is at work, in the gym, at home, etc.
Advertising on Tik Tok
Tik Tok is the new social network that has become the great surprise of the sector. In a very short time, this social network has reached more than 1 billion users, but if you are not in the right age segment, you may not even have known that it exists.
Recently, Tik Tok has started to incorporate advertising solutions , so it is becoming one of the options with the most potential to reach the centennial audience through social networks.
Advertising on Pinterest
On March 6, 2019, one of the biggest novelties in social media advertising in recent times arrived in Spain: Pinterest Ads.
Due to the particularities of the social network, advertising on Pinterest has more in common with search engine advertising than with traditional social ads.
And as always when a new platform appears, it is up to marketers to investigate how it works and how we can apply it to our brands.
Forms are a necessary tool to qualify contacts and assess whether we are dealing with a potential client or not. But if we ask for too much information, it is possible that the visitor becomes saturated and leaves us.
The progressive forms solve this dilemma in an intelligent way, since they remind the user and only show him the fields that he has not completed in previous visits. In this way, we will be able to qualify the contact progressively over several visits.
Predictive Sales Rating
The qualification of leads allows us to know if they are ready to move on to the sales team, if we should continue to send them marketing communications or if it is better to discard it.
This process used to be carried out through lead scoring , assigning points to the lead based on a series of variables. Instead, predictive sales qualification automates this entire process using an algorithm to predict which leads are most likely to convert.
Inclusive and diversity-based design
Designing for everyone is challenging and involves putting your imagination to work to create new inclusive ideas and learn from diversity.
In the same line of social shopping, in the near future we will be able to make purchases directly from email , without having to leave this format. Thanks to the multiple customization options offered by this tool, we will be able to facilitate tailor-made experiences that facilitate conversion.
The introduction of 5G
5G is starting to roll out commercially and could change the way we view pages.
5G-ready devices can benefit from speeds of 1000Mbps, 10 times more than 4G. This allows ads to load much faster, avoiding delays that cause users to leave a site. In turn, this will allow for a new boom in video advertising .
Out Of Home Advertising (OOH)
Outdoor advertising continues to grow along with digital advertising. According to Statista, global investments in Out Of Home will amount to $ 38.6 billion in 2020.
Although this technology is in the takeoff stages, advancements will continue as technology providers connect data to the inventory source. With continuous developments, this is a new advertising channel that should not be lost sight of.
Automating Data Analysis
It is estimated that by 2020 more than 40% of data-driven tasks will be automated . As a result, productivity will improve and unskilled data scientists will be able to make better use of the information. Also, this trend will be a boon for decision makers.
Automated Business Content Management
In 2020 it is estimated that 95% of audiovisual content will be analyzed by machines and that this market will reach 59,870 million dollars.
The machines will use data analysis to provide detailed reports that support the company’s digital initiatives and help it detect new business opportunities.
Conversational Analytics and Natural Language Processing
Natural language and speech processing is estimated to account for 50% of data analytics requests by 2020 . This will allow the analysis systems to be easier to use and be available to everyone in the company through a simple search system, increasing the productivity of the entire organization.
Branded Content with Influencers
The content branded with influencers is one of the major trends in 2019-2020 and continues to gain ground as part of the digital marketing strategy.
When choosing an influencer, it is very important to carry out an adequate segmentation and seek organic collaborations, avoiding creating content such as “television spot”.
Branded content that goes to the influencer’s channel must be differentiated from branded content where an influencer appears but in the brand’s own channels.
2Position 0 in Google
Recently, Google has incorporated a new privileged position in its search results: position 0 or “rich snippet”. This result appears in the first prominent position and shows a summary of the content of the page.
In addition to increasing the expected click-through rate, reaching this position is crucial to appear in voice searches . To achieve this, it is important to work well with semantics and find how to answer frequently asked questions from users
Rankbrain is Google’s name for the machine learning-based artificial intelligence system it uses to help process its search results.
Today, Google already interprets more than 30% of searches through “neural matching”, a method that allows it to recognize the human concepts behind keywords. An aspect that we will have to take into account to assess SEO trends in 2020.