Friday, 11th of October 2019

“By failing to prepare, you are preparing to fail.” ― Benjamin Franklin

The rate of change in technology available, market performance, and consumer expectations demand that we change and adapt at an equal pace just to keep up! Check out some of the digital marketing trends to watch out for in 2020. Plan for success…

Some of the items mentioned below have been identified as emerging trends for a number of years now – AI, Video, Voice Search, Immersive Technology. A number of these have been covered in previous posts, including Looking Back to the Future or Visualise the Visual. However, it is the rate at which they have been adapted, by businesses and consumers alike, that keeps them atop the digital trends lists. Others are oldies but goodies; content, personalisation, SEO. The fundamentals that should always be reviewed and enhanced by utilising new technologies in their application.

AI Driving Change in Digital Marketing: The use of AI in processing and evaluating data, providing actionable insights for more targeted marketing, and communicating with consumers through chatbots and voice assistance are just some of the ways in which AI is becoming indispensable. AI is already incorporated into a variety of widely used software. By understanding its capabilities and relevance to your product will enable you to fully realise its potential. All you need to do is acquire the technical skills or find the right partner.

Personalisation: Just like the eponymous Saville Row suit, correct and clever tailoring adds the finishing touch to your marketing campaigns. People respond best to tailored ads or content; they react more quickly, are happier to engage with your brand, and more likely to make a purchase. Hoteliers have long understood the importance of the personal touch, ensuring guests feel at home in their property. But personal touch now needs to apply across all points of engagement. Digitally, that means personalised websites, hyper-relevant ads, and personalised upsells.

Video Marketing: Ever since Buggles sang Video Killed the Radio Star back in 1979, the power of video has been widely discussed. It is no longer just there to entertain but has become a key source of information and point of engagement for products and brands. Video marketing has gone beyond the remit of YouTube, with live broadcasts and video posts being the norm on Instagram, Facebook and Twitter. Not only does having video content on your site boost rankings, but with in excess of 70% of search taking place on mobile devices, concise and informative videos communicate more effectively than brochure PDFs or walls of text. Video marketing has so much going for it that it probably warrants a dedicated post on the latest video trends. In the meantime, consider live videos, targeted 1:1 videos for B2B, video SEO, native Facebook videos, and Instagram stories.

Next-Gen Search: SEO has probably been on every digital trends list posted. Although many have predicted its demise over the years, it continues to thrive. However, as with all things digital, it constantly adapts and changes. Each year your SEO strategies should be reviewed and updated to keep pace. Voice-powered search, local SEO, video SEO, and visual search, using tools such as CamFind, GoogleLens or Bing Visual Search are the wave of the future. Consumers can now search through images rather than typing queries into a search engine. Most consumers value targeted, personalised content and video search capabilities above more traditional means of searching. An awareness of these flowering trends and the tech solutions available to support your marketing campaigns will ensure the correct message is communicated via the correct channel.

Shop Social: There has been a rise in consumers purchasing on social. Platforms such as Instagram and Pinterest know customers use them to research products. Hence, the Internet giants made it easier for people to purchase on a post. Social commerce has been growing over the last few years and is expected become more prevalent as an e-commerce channel in 2020. Social media stories drive awareness of with your brand in a targeted, cost effective manner.

An exciting aspect of digital marketing is that it is ever-changing, dynamic, and future-focused. It constantly evolves, and to succeed that means you have to evolve with it. AI automation, new technologies, and digital software solutions provide the necessary tools for you to thrive.

Ensure you are digitally ready for 2020. Contact us today to discuss our range of tech savvy and creative digital solutions.


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