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The digital marketing sphere has gone through significant changes for some time now.
With the rise of social media, PPC, automation, and more, digital marketing is changing at a rapid pace.
Likely, the strategies we have been using for the past few years won’t be effective this year. As we enter a new decade, here are the latest digital marketing trends for 2020. Let’s go through each of them in detail:
By 2020, 50% of searches on the web will be voice-based. Voice search optimization (VSO) will dominate. Voice searches are becoming a popular trend among smartphone users. A survey by OC&C Strategy says voice-based shopping is expected to jump to $40 billion in 2022.
Due to the power of speech recognition, 60% of smartphone users have tried voice search at least once in the past year. Therefore, it is important to start optimizing your content for voice search as well.
How to optimize for voice search?
• Focus on “long tail” keywords
• Focus on user intent
• Write content in a natural tone
• Say yes to long-form content
Video will be the new king of content
Video is one of the powerful ways to accelerate conversions. People prefer to watch videos compared to reading an article or looking at a static image. This year too, we will see a rise in video marketing.
The stats by Cisco say that there will be about 1.9 billion Internet video users by 2021.
This makes it crucial to create video content at speed. Businesses should focus on creating in-house videos and distributing them across social media platforms with a solid strategy.
Video content is quite engaging and Google rewards you for it. Create landing pages for each of your videos and host them on a marketing platform like Animoto, Vidyard, etc.
You can even opt for a video sitemap that will ensure all your pages are indexed to your domain only, not any other platform.
An effective SEO strategy is incomplete without consistent efforts. You need to consistently optimize videos; else, you could be losing out on serious traffic. Don’t waste your efforts. Create a schedule now to reap the benefits in the future.
Chatbots will expand
With the latest technological advancement, we can predict that the future of any business is conversational. Chatbots integrating conversational AI will be the new SEO trend we’ll witness this year.
Chatbots are constantly available for customer servicing, with no downtime, which is why businesses must adopt a chatbot in the future.
Chatbots will be seen ruling this year too. Integrating Chatbot within the mobile app provides excellent convenience to customers and also acts as a marketing tool.
By 2020, 85% of customer service and interaction will be managed via a chatbot- Gartner
Brands like Lyft, Whole Foods Market, Wall Street Journal and Staples already use Chatbot
Chatbot applications streamline interaction between people and services. At the same time, they also provide better service.
Chatbots are quick, responsive, and never fail to meet customer’s expectations- so make a room for them.
Interactive content takes off
Using content to generate sales will be trending. Marketers will be seen adopting inbound practices to add flavor to their content.
Unlike static content, companies will be seen using interactive content like 360-degree videos, quizzes, polls, infographics, augmented reality ads, and much more. These content types offer consumers a more immersive experience. The great thing about interactive content is that you get participation from your user.
• You can turn a blog post into a slideshow.
• You can take a quiz and make it an infographic.
It could be so many different things.
The interactive content should be relevant, engaging, and accessible on any device. This type of marketing is less about the words and more about the experiences you create for your customers. If you want to connect with your audience, start interactive content marketing now!!
Having multiple ad campaigns can be overwhelming. However, it is recommended to have a big number of campaigns so you can properly track what’s working and what’s not and make optimization accordingly.
Google recently announced smarter automated bidding that uses machine learning to optimize conversion value in auctions, allowing them to tailor bids for auction. This is known as “auction-time bidding”
It also includes bid strategies, Target CPA, Target ROAS, Maximizes Conversions, or Enhanced CPC, to name a few. These can be used at a campaign level, group level, or portfolio level.
Google function Smart Bidding is a subset of automated bid strategies that use machine learning to optimize for conversions in every auction. It is available for search and shopping campaigns.
Smart bidding is a subgroup of automated bid strategies. The improvements announced at Google Marketing Live will make optimization of bids better than ever.
So, that was my quick listicle of interesting trends. There’s probably a lot more I could share but I think these are some you should be on top of. With these recent trends coming up for this year and ahead, adoption is the only way businesses can stay updated.
Remember, there is no hidden rule. It’s all about analysis. Apply these trends to survive in this ever-changing world of digital marketing.