There are many leading trends, but these five take the cake.
As we enter a new decade in our rapidly changing, high-tech world, digital marketing continues to evolve at full tilt driven by constant technological innovation, new channels and tactics. Keeping up with emerging trends is a challenge in and of itself but a necessity if you're to stay ahead of the game.
Reaching consumers online has become an essential part of doing business. Global digital and alternative media revenues grew 11.6 percent to $496.23 billion in 2018 and accounted for 38.2 percent of all ad and marketing revenue, according to PQ Media’s Global Advertising & Marketing Revenue Forecast 2019-23. In the U.S., ad and marketing revenues increased 6 percent to $502.01 billion, with digital media increasing 13 percent to $204.51 billion and commanding 41 percent of total media revenues.
Digital Marketing emerging trends
At the rate innovation is accelerating in our industry, it can be difficult to keep up with emerging trends. Here are five that you should consider including in your digital marketing strategy next year.
Position Zero in SERP
Being No. 1 on search engine results pages (SERP) now means being second. Position zero is the coveted spot at the very top of the first search results page—a featured snippet of text that appears before the search results as an answer to a search query.
Google displays featured snippets when it determines that highlighting a snippet will help searchers easily find what they're looking via the snippet and the page linked to it. The downside is that Google uses information from websites to answer queries before Internet users click on the links and visit the websites.
Marketers and companies are working overtime trying to figure out how to optimize their content to grab position zero. And so should you.
Social Commerce / Shoppable Posts
You probably already know that more than 80 percent of people use social media to research products and services. But did you know that some 130 million users tap on Instagram shopping posts each month?
- 72% of Instagram users have purchased a product using shoppable posts (Instagram, 2019)
- 75.3% of businesses will use Instagram in 2020 (eMarketer, 2019)
- 53% of Instagram users follow their favorite brand (Forbes, 2018)
Social networks allow businesses to reach prospects and customers and make it easy for them to shop, shortening the sales funnel. Given the convenience of shoppable posts for both sides, we expect this trend to explode next year.
Conversational marketing engages consumers through smart speakers and innovative search query processing and conversational interfaces, capturing their needs and providing solutions. This digital marketing tactic uses chatbots and artificial intelligence (AI) to reach and interact with consumers.
Today's consumers not only value but also expect, and demand, effortless communication with brands and quick answers. When they don't get it, they feel frustrated and disappointed, and chances are they won't give that brand a second chance.
- 42% of people expect an immediate response (within 5 seconds), and 36% expect a response within 5 minutes (2019 State of Conversational Marketing by Drift and Survey Monkey)
As conversational marketing succeeds in simulating human dialogue and keeping customers happy, we will see more and more of it.
Interactive content marketing allows users to participate in the content and have a personalized, engaging experience. Examples include surveys and polls, contests, interactive infographics, online quizzes ("Which Star Wars Character Are You?"), augmented reality overlays, calculators, and interactive 360 videos.
- 81% of marketers say interactive content is much more effective at grabbing people’s attention than static content.
- Interactive content generates two times more conversions than passive content.
- 66% of marketers report greater audience engagement after using interactive content.
Not surprisingly, people love to interact, so this type of content commands their attention, and they feel compelled to share it, making it extremely valuable for brand awareness and website traffic.
Influencers have been around since the beginning of time, but digital technology has expanded their influence dramatically. Up until recently, you had to be a celebrity to be an influencer, but today everyday people are using social media channels to gain a following and influence their followers.
Brands sponsor influencers that reach their target audience to turn them into brand advocates and communicate with consumers through a voice they trust.
- Influencer marketing delivers 11 times more return on investment than other digital marketing tactics.
- Influencer marketing spending will reach $5 billion on the low side or $10 billion on the high side by 2020.
As companies learn to capitalize on influencer marketing, so don't be surprised to see anybody and everybody marketing anything and everything online in 2020.
Other Significant Trends
More people will become intimate with Alexa, Cortana and other smart speakers next year.
- 50% of all searches will be done by voice by 2020.
- 30% of searches will be done without a screen in 2020.
Consumers are becoming less tolerant of generic ads that have nothing to do with them, preferring ads that cater to their interests.
- 80% of consumers are more likely to make a purchase when a brand offers a personalized experience.
Advances in AI and machine learning are producing more sophisticated chatbots capable of handling more complex requests.
- 85% of consumer interactions will be handled without a human agent by 2020.
- 80% of businesses are expected to have some sort of chatbot automation by 2020 (Outgrow, 2018)
Questions? Call us! We can help you develop and implement a digital marketing strategy that takes full advantage of these and other hot trends.