If you are reading this you probably entered 2020 thinking you knew what to expect, but nobody could have predicted how it was going to turn out so far.
However, we may be approaching the halfway point but there is still a chance to jump on the latest trends and take advantage of them, despite the current crisis!
Here are the top digital marketing trends that you should utilize today:
- Voice Search
- Interactive Content
- Social Messaging
- Personalization
- Transparency
Voice Search
The capabilities of voice search have advanced dramatically since the concept was first introduced, with 55% of households expected to own a smart speaker device by 2020.
Products such as Amazon Alexa and Google Home are devices made for convenience, which are inevitably going to be used to buy products online. This introduces a new element of marketing that companies can no longer ignore and must embrace.
This year, 50% of all searches are going to be done through voice search, which is a great opportunity to increase your brand awareness. A new concept, Jetson.ai, will optimize your site for voice search and allow customers to buy your products with a simple spoken command.
Once the globe has overcome COVID-19, it’s inevitable that people will be more ‘germ’ onscious. Having the ability to search through speech will eliminate the element of contact, and reassure those who are worried.
Utilizing your site now will give you an incredible advantage moving into 2020.
Recommended: Voice Search – Why Everyone Is Talking about It (and Why You Should Join the Conversation)
Interactive Content
The advancements in technology and the digital world make it possible to provide interactive content to your customers.
The demand for interactivity is definitely there, with 91% of buyers preferring interactive content than a standard post; an article published on Demand Gen suggests that frequent buyers want more interactive content to help them make their buying decisions.
The global content marketing spend in 2014 was a minimal €730 million, and due to the rise of interactive content, it is predicted to reach €2,120 million in 2020.
With whole countries in lockdown and stuck indoors, online and scrolling through social media, now is a better time than any to introduce interactivity into your brand.
Recommended: 9 Types of Interactive Content to Consider for 2019
Here are some examples of interactive content that will attract more attention and sell more products:
Quiz (WOMEN.COM)
Twitter Polls
Social Messaging
In order to build a personal relationship with a customer, brands are connecting with their audience through direct messaging, on platforms such as WhatsApp, Instagram, and Facebook.
Messaging customers directly will envision trust and loyalty, also reducing the usual contact time of 24 hours.
Direct messaging in 2019 was an opportunity to promote your product and convert a follower into a customer, however, 2020 will see direct messaging transform into an efficient customer service tool.
Moving away from social media, having a 'live chatbox' on your website like The Good Marketer is another method that meets the convenience demand of your visitors.
Taking an alternative approach from marketing, giving your customers the opportunity to speak out on an issue they may be having, or offering some sort of support would change you from a revenue-driven company to a community-driven company, in the eyes of your customers.
Personalization
Personalization saw huge progress in 2019, and it is expected to take off in 2020.
Implementing personalization into your eCommerce marketing strategy is going to have a tremendous impact on customer loyalty and satisfaction.
Why is it going to take off?
In an article written by Neil Patel, he believes that personalization is the new marketing, due to 95% of visitors never converting to a customer.
A company that is at the forefront of personalization is Amazon; the platform tracks visitor behaviour and shopping history to recommend products that suit a specific individual.
Using personalization as a tool of connivance is something consumers love, so adopt it.
Transparency
Promoting transparency through your marketing is going to set you apart from your competitors, especially during the current crisis.
Customers are in search of an authentic business that is selling a genuine product/service, who aren't going to mess them around.
94% of customers are likely to be loyal to a brand that offers complete transparency, and almost three to four customers say they would be willing to pay more for a product that offers complete transparency in all attributes.
Patagonia is a great example of a company that shares their beliefs and brand objectives with their audience. One of the ways they have achieved this is through their ‘Fair Trade’ campaign, asking customers “how is your clothing made?”. The campaign objective was to spread awareness about sustainability and Fair Trade products in order to improve the lives of workers around the world.
Summary
Most of the concepts mentioned in this article have been emerging throughout 2019 and therefore should not be new to you - this is the primary reason why they are going to take off in 2020.
We believe every trend mentioned in this article should be adopted in the new year, but if you only take one trend away, it should be personalization.
Personalization is going to build those loyal customer relationships that will help your business grow, convert customers and make sales. Creating a foundation like this will get you through any crisis.
Tom Welbourne is the Director & Founder of The Good Marketer, a Digital Marketing Agency in London which works with Small Businesses to drive more traffic, generate conversions and increase sales.
