To help you determine where the trajectory is heading over into 2020 , we’ve listed out 7 digital marketing trends that you can take advantage of to improve your marketing strategy and meet a desired outcome.
1. Voice Search
Voice search is undoubtedly rising in popularity. By 2020, 50% of all queries will be voice-based according to Comscore.
There are mainly two types of voice search: Those that are implemented by smart speakers such as Amazon’s Alexa, Apple Homepod, Google Home and Microsoft’s Cortana which give searchers immediate voice answers to their questions and those that are installed in desktops, and smartphones such as Siri and Google Assistant which display written search results.
Top brands are thinking how to deliver their promises using voice-enabled devices because they are affordable and offer greater capabilities than ever before while more visitors are using voice search to interact with these brands.
2. Smarter Chat
Chatbots have been rising in the few recent years and still persists in 2019. According to Grand View Research, 45% of end users prefer to use Chatbots as a major means of communication in customer service.
Chatbots play a critical role in improving the customer experience and allow marketers to better engage with their audience – without really doing much. They offer real-time assistance to the user, dedicated support and a proactive interactions where they ask questions to understand the real problem.
As more users are processing their online activities using their smartphones, marketers continue to leverage micro-moments to attract their audience’s attention and fulfill their instant decisions.
Whenever a customer searches for something, looks for a nearby store, wants to finalize a task or makes a purchase, marketers can take advantage of these types of micro-moments to create targeted content and advertising.
4. Augmented and Virtual Reality Marketing
Augmented reality ads is one of the major applications that are now used by some marketers. It’s a way to bring static or unreal environments into a more realistic experience, something that would integrate the “offer” with the “reality” of the buyer.
Michael Kors is a successful example of augmented reality ads. They created an ad on Facebook asking their users to try and purchase their sunglasses.
This trend which is not new, is one of the most highlighted trends for 2019. According to Statista, AR and VR market size worldwide are expected to reach $209.2 billion in only 4 years.
5. Live Videos – More Stories
Thanks to Facebook, Instagram and Youtube, live content is the fastest growing segment of internet video traffic due to the remarkable waves in the recent 3 years.
Live streaming content is effective because it’s free, takes a short time to produce while it offers a real-time user engagement, and viewers use your content based on your time not theirs.
Moreover, it has the ability to generate greater impressions than posts published in the newsfeed, especially if users choose to post them to their stories. Live streaming content allows marketers to engage with their leads in a quickest way possible, improve their relationship with followers, reach a broader audience and boost their social channels traffic.
6. AI and Machine Learning
With global leaders like Amazon, Microsoft and Google extending their resources in AI and machine learning, this trend is not going away anytime soon. AI allows marketers to anticipate future probable patterns of their customers based on collected data.
With this data, marketers can then determine how to better engage with their active buyers using different channels such as direct mail, sales outreach, or digital advertising.
According to technology experts, AI and machine learning are expected to penetrate various new areas in 2019 affecting jobs like banking, finance, accounting and even intellectual jobs such as teaching.
7. Engagement-Based Email Marketing
As email marketing is getting smarter, marketers have started to care more about sending emails to subscribers who are active on their lists. For instance, if a contact highly engages with your emails, he should be regularly nurtured with content and updates about your company until he converts into a loyal customer. On the other hand, if a subscriber hasn’t opened an email for a certain period of time, he will be considered as a dormant contact and will no longer receive additional emails.
But to send the right email to the right segment, marketers need to identify all their leads behaviors. If the platforms they are using have limitations to classify their audience into different segments based on their behaviors, they can integrate their tools with other applications that allow them to do that. After all data is determined and different segments are created according to defined criteria, marketers will be able to target their leads more effectively with behavioral-based emails.