5 Digital Marketing trends for 2020

Digital Marketing Trends

Concepts such as artificial intelligence, interactive content, and voice search optimization were once, seemingly ambitious thoughts, but these digital marketing trends must now be a top priority for you and your team in 2020.

The digital marketing landscape is continually changing. Your team must stay ahead of the curve by having adequate knowledge of the top five 2020 digital marketing trends below.

#1 Don’t rely solely on Google Analytics

Google Analytics is a useful tool that assists your team immensely, but if you rely exclusively on Google Analytics, your competition will soon surpass you. With the arrival of new channels, such as voice search, and new marketing terms like upsells, down sells, and repeat purchases, as well as additional revenue options like partnerships and webinars, you have to use analytics solutions that merge with your database, such as Amplitude.

Your team must also investigate business intelligence solutions, like Google Data Studio, that acts as a central hub keeping your data together, thus assisting you to make better-informed decisions.

#2 Voice Optimisation

Voice search has become progressively popular, and you will notice a large percentage of your consumers finding details through voice search, instead of a traditional typed Google inquiry. Individuals are making use of digital assistants like Siri and Cortana, conducting the majority of their searches via the phone using the voice search feature.

The year 2020 will see half of all searches being voice searches, thus, impacting your SEO. It is, therefore, vital you take advantage of this new advertising niche and adjust your digital marketing strategies for voice engine optimization, thus, increasing your presence in voice searches. SEO is leaning further towards voice searches so to prepare for this influx of voice inquiries you must optimize your website for voice specific keywords.

To optimize for voice search, you first have to understand that voice search is more extended than text-based queries and more conversational in tone. Therefore, it is essential to take note of the following:

Ensure your content is scannable - Optimising your content for mobile devices is imperative. Your content must be readable and scannable with no pop-ups or ads that may hinder users from accessing information. Use short, simple sentences with bold headers and concise paragraphs.

Claim your Google ‘My Business’ Listing - Claim and optimize your Google My Business listing as this provides Google with additional details about your business, such as your industry and hours, thus, giving you an increased chance to show up in a voice search result.

Read the official user guides - By examining the official handbooks to voice search, for various platforms, you can better understand how best to optimize your experience. Bookmarking these resources will assist your team when you need to remember phrases and questions people typically use for voice search.

Focus on long-tail keywords - Thinking about how people speak, and not type is vital to targeting long-tail keywords. Ensure you concentrate less on keyword variations and focus on real speech. A tool like the Google Search Console can help you determine the queries that bring people to your site.

You can also document and record the types of questions your customers and prospects are asking your customer service representatives. Use this to create a content page focusing on the longer, more conversational terms.

Create Frequently Asked Questions (FAQ) pages - You can also use your team’s SEO data to create Frequently Asked Questions (FAQ) pages that focus on long-tail key phrases. Write as user-friendly and naturally as possible, putting common questions on the same page.

For search engines to get answers and information from your site, you must anticipate direct, long-tail questions. Creating these individual pages helps your site show up in voice search results, and you will appear at the top of text-based searches as a featured snippet.

Enhance Your Microdata - Submitting a sitemap to Google enhances your microdata. Google can then display answers from the microdata seeing as there is an increased understanding of what your site is about and what your text means and entails.

Understand how people use Voice Search - Understanding how your users are using voice search enables you to gain insight into how they interact with these technologies. The information you obtain may give you ideas about how you can optimise for voice search on your site. The search world is constantly evolving, and you must learn new strategies to keep up with these changes.

#3 Email click rates are declining

Your team, more than likely uses email daily, but when it comes to marketing email open rates, click rates are decreasing.

The importance and use of email are here to stay, but email consumption, design and delivery are evolving, and this year you will have to leverage more communication channels and provide an increasingly interactive email experience.

Chatbots will become increasingly popular, with solutions like ManyChat and MobileMonkey doing particularly well. You can also leverage tools that allow push notifications like Subscribers.

#4 Interactive content

The internet and smartphones have changed and revolutionized the way you conduct business and how you attain customers. With digital marketing, you can reach more customers than ever before, but this does not come without its challenges. The constant arrival of new devices, apps, and social media platforms means that you always have to change how you interact with your prospects.

Your content has to be useful, engaging, relevant, and accessible via any device for audience members to take notice. Optimizing your digital marketing strategy with interactive content is crucial to securing and acquiring customers. Interactive content such as online quizzes, surveys, and social games has been around for a while, but as technology advances, so do users' wants and expectations. You have to incorporate interactive formats to your digital marketing strategy, including formats like interactive infographics, white papers, case studies, or eBooks. These are significantly more effective than static content and doing this will have a positive impact on your KPIs, increasing your brand awareness, decreasing bounce rates, and ensuring your prospects spend more time on your website because you are engaging them.

#5 Personalisation is key

Personalisation is one of the most sought-after traits your consumers look for daily and marketing is revolving around personalisation. Acquiring and converting customers is not easy, but with personalisation, you can convert more of your visitors into customers.

Including a personalised approach in your marketing strategy is vital to staying ahead of your competition. Customers today are critical; they demand customer service, so you have to incorporate personalisation the right way and know how much to invest in to increase your revenue growth, giving your customers a positive customer journey.

Not only will you gain increased brand awareness, but you will also increase lead conversions and have better customer advocacy.

Your efforts must align with your team’s goals. Let your colleagues put together a documented strategy enhancing your coordinated actions and monitoring your returns.

Focus on a long-term perspective by concentrating on objectives related to building long-lasting relationships, like customer loyalty and lifetime customer value.

Personalisation does not generate profit immediately; it is a strategy that produces stable, sustainable growth over time.