Top Digital Marketing Trends in 2020

As with any business, you need to stay competitive by delivering the best possible product to your customers this 2020. That's why it's crucial that you are up-to-date with the latest digital marketing trends.

Trishia Mariano
Digital Marketing Manager

To help you prepare for the latest digital marketing trends and changes this 2020, we’ve put together a list of the key things to watch out for 2020.

Let’s dive in...

Social shoppable post

Selling your products online just got a lot easier with the rise of social platforms’ shoppable posts feature. 

With half a billion monthly active users on Instagram, it’s easier than ever for businesses to reach their customers. Instagram has been the de-facto platform for visual storytelling for years. It’s been lauded by customers and brands for its unique focus on videography and photography. 

With Instagram’s shoppable posts, customers have a greater opportunity to connect with brands they love while quickly seeing relevant information such as product descriptions and pricing.

Did you know that at least 60% of users say they discover new products through Instagram and at least 33% of most-viewed Instagram stories come from business accounts? Imagine the engagement your brand can build!

More than 100 brands have been using shopping ads on Instagram since its first release in 2017. Shoppable posts increased some brands’ traffic by 1,416% and 20% increase in sales revenue. Moreover, Instagram engagement rates were 45% longer than visitors from Facebook, 62% longer than visitors from Pinterest, and 40% longer than visitors from Twitter.

Influencer marketing 

Influencer marketing is the next big thing. Influencers, unlike celebrities, can be anywhere - or anyone. It has garnered a lot of interest over the last few years. In fact, in the last three years, there has been a 1500% increase of Google searches for “influencer marketing”. More brands are becoming more aware of its benefits. 89% of media users surveyed in 2019 said that influencer marketing increased their ROI. 

It’s estimated that the industry will reach $10 billion this year, this means the competition will be higher. Influencer marketing is different from other channels as it’s not just creating an image or content-plus-distribution, it’s about building relationships over time.  On average, businesses generate $6.50 in revenue for each $1 invested in influencer marketing. 70% make $2 or more, and 13% make $20 or more. Most businesses get solid results from influencer marketing, with just the bottom 18% failing to generate any revenue.

Influencer marketing is so cost-effective that you can afford to make mistakes, learn, and refine your process. You can try different influencers, gather analytics, and become more sophisticated buyers. At the same time, influencers are becoming more savvy and figuring out the best way to engage with their audience. There has never been a better time to get started.

AI-based Marketing Automation and Personalisation

The use of artificial intelligence will have a great emphasis this year. We’ve seen the industry adapt several strategies and provide valuable customer insights for companies. Most successful brands have adopted AI in their strategy and use it within their marketing plan - giving them the ability to collect data, make data-based decisions quickly and accurately.

An example of AI and digital marketing automation:

An ecommerce brand uses AI to show relevant products to shoppers, based on searches, recent purchases and views. This strategy can increase the likelihood that shopper makes an initial purchase or becomes a repeat customer. 

With artificial intelligence, it’s easier to analyse a potential customer's needs and boost your sales. You’re able to visualise the customer journey and provide the right kind of solution, making the shopping experience easier and helping your customer reach the checkout with recommendations that better reflect them and their habits. 

Moreover, marketing personalisation is no longer limited to automatically changing the name of the person you’re addressing in your email newsletters. Improvements in technology such as AI combined with increased data collection and feedback from social media and other channels have made it possible and convenient to hyper-personalise everything from content to design to product reviews and everything in between.

Brands who have recently adopted AI for marketing strategy, predict a 37% reduction in costs along with a 39% increase in revenue figures on average by the end of 2020.

Where to find an audience? How to interact with them? What to send to your repeat customers? How to send them? When to send a follow-up? All these answers lie in the AI-powered digital marketing platforms.

SERP Position Zero and Featured Snippets

SEO will continue to be an important aspect of digital marketing. The growth of mobile and voice search are changing the ways people use search engine platforms such as Google. Being on top of the page is no longer the primary goal your business should be aiming for. Gone is the days of the right sidebar ads in Google!

Position zero is the term being used to describe the featured snippet block at the top of the Google search result page. 

The information contained in position zero includes a summary of the answer, extracted from a webpage, as well as a link to the page, the page title, and the URL

As with any business, you need to stay competitive by delivering the best possible product to your customers, and that means giving users the information they are looking for and doing so as quickly and efficiently as possible.

Did you know that the number of mobile searches increases? Even by 2016, nearly 60% of searches came from mobile devices and that number is expected to continue to climb, so does the percentage of voice-assisted search queries.

While it's impossible to know what might come next, there are a few simple things you can do to nail On-SERP SEO and ensure your content will continue to get found. Contact our SEO team and make sure your business is up-to-date with the latest SEO trends.

Do you think you have a solid 2020 marketing strategy? Generate more traffic and increase your revenue this year. Talk to us!

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