We say goodbye to 2019, and what better time is there to go deeper into the 2020 trends that will affect the future of digital marketing? Many of these new trends are based on the advancement of digital tools and the application of technology to new areas related to consumption and user experience.
And one of the consequences is that investing in new technologies and their democratization also affects the way of approaching digital marketing strategies and the resources available to sales teams to approach consumers.
Possibly, throughout 2020 many of the companies decide to innovate, betting on new technologies and attending to the new needs and behaviors of their users. And just as they are going to innovate in some of their services, it is also important that digital marketing for companies integrate these trends.
New Digital Marketing Trends for 2020
In less than a year, this new way of searching and requesting the information has gained special relevance and is relegating the role of the screen in navigation systems.
In addition to affecting the development of the devices, it also affects the way of approaching SEO strategies, advertising campaigns, and adaptation of content. Without forgetting that it also gives more prominence to the use of the smartphone to achieve immediate responses.
Specifically, brands and positioning strategies have to delve into how voice searches related to a product or service are carried out, taking into account how specific they usually are and that is carried out to solve a very specific need; and, of course, knowing if your target audience uses this form to search for content and thus be able to adapt to their new digital behavior.
They are the star in the way of streamlining and personalizing customer service, providing rapid, recurring responses, and access to additional information.
And just as it is a way to always respond to customers, it is also the opportunity to restructure information and content, optimizing it according to the needs detected by customers.
For its proper functioning, Artificial Intelligence is key to being able to process an enormous amount of data, as well as being able to give real and immediate responses through the real-time data that users provide, and chatbots are a good tool to generate that customer-brand relationship.
Artificial Intelligence is the most powerful technology for the application of inbound marketing, both in data analytics and content optimization; along with the synergies it creates with Big Data or IoT in data collection and forecast generation.
Some new applications of machine learning in the field of digital marketing for companies focus on improving the efficiency of social media ads and give a new approach to the purchase and adaptability of programmatic advertising.
AI in marketing actions allows us to generate predictive models that can give us a preliminary view of the profitability of an action and its impact so that it is very easy to reduce uncertainty and optimize any investment.
And as in the previous case, AI helps the continuous improvement and automation of customer service through chatbots, thanks to everything they can learn from interacting with users.
Personalization of content
The basis for personalized content to position itself as one of the digital trends of 2020 begins with the importance of CRM tools, not only to manage customer databases but to be able to segment them based on the information they provide to the company in all its contact points.
Having a good database and using state-of-the-art software to manage it is a necessary investment to retain customers and cross all the information obtained from them, through the different points of contact they have with the brand. It is also the best way to define metrics, automate campaigns, and track them.
Good information management for each client makes the possibilities endless on how to add value to the user with the content that interests and needs them. In this case, automated email marketing becomes a “one to one” tool and, for example, taking advantage of the success of gamification or the effectiveness of webinars, you can also launch other forms of content that serve both to surprise the potential customer, to become a reference brand.
Trends that will take hold in Digital Marketing strategies
The video will remain, king
In 2019, the video has been positioned as the most consumed content on social networks, the preferred one to access information, and the most viral type of publications. In short, it is a great format to work on the storytelling of a brand.
Among the trends to keep it in vogue, live streaming video is positioned as the best way to provide immediacy and include the user, inviting them to participate.
In the case of e-commerce, 360º videos, and the use of Augmented Reality provide greater value to the user and have better results to drive sales and create an environment of trust and security.
New technologies such as 5G open a new era in smartphones, the number one device for searching and shopping online. By improving the loading speed, responsive websites or applications can be more interactive.
It is logical that eCommerce also continues to evolve and enrich the shopping experience by including physical stores or interaction in other communication channels, improving feedback between them.
In general, the future of digital marketing will benefit from the fact that the boundaries between online and offline commerce disappear, giving more prominence to the customer and their purchasing preferences and brand empathy. We are therefore talking about global omnichannel strategies designed and designed to take into account all the routes of the client’s entry into our environment.
Innovations such as wifi tracking, geolocation, or interfaces in physical stores create a unified environment for the user and a world of opportunities to collect information and personalize the shopping experience.
They have become the most profitable communication, advertising, and sales channels and their potential continues to grow with the possibilities of segmentation, the high ROI, and the creativity they allow. But not everything is worth nor does it just count being present; It is necessary to know what social network our users are on and how to work on brand identity and community building on each platform.
Advertising on social networks gains effectiveness thanks to these possibilities of segmentation and analysis of results. Along with this, actions with micro-influencers stand out for the impact they have on the social community and as one of the best ways to get closer to users and practice active social listening.
On the other hand, social networks are consolidated as new direct sales points, where Instagram and its shoppable posts gain prominence due to the great social impact and virality to present news, launch promotions or work on brand identity. In the case of B2B, LinkedIn gains strength as a social community that enhances communication, the proximity of the company brand, and with a high power of prescription in the professional environment.
Inbound Marketing: from the funnel to flywheel
Marketing automation has established itself as the most efficient tool to execute digital marketing strategies in recent years, and its effectiveness evolves towards less invasive digital marketing strategies.
There is no longer talk of the funnel of conversion – funnel – but of a circular route – flywheel – composed of the same phases: attraction, interaction, and delight; but with nuances that put the user in a more central and relevant role.
The flywheel gives more importance to user loyalty, improving the interaction between brands and customers to know very well what consumers need and want.
This cyclical way of working marketing strategies takes these aspects into account:
The loss of confidence of consumers in brands.
The relevance of the opinions and recommendations of other customers in the purchase decision process.
Explore new ways to improve the customer experience to enhance upselling and cross-selling.
This trend in Digital Marketing for 2020 is characterized by placing the customer at the center of the actions. In the new flywheel, brands place a great emphasis on customer service and training to equip their customer service team, thereby ensuring that customers can promote and advocate for business.
In short, it is a transformation of the traditional funnel to increase ROI, through a better approach to the user experience based on building more long-term, close and frictionless relationships.
What Digital Marketing 2020 trends should you apply to your business?
Like everything related to trends in digital, the best thing is to know well what advantages are involved in integrating them into each type of business and, above all, to analyze whether this way of innovating is the one that will provide greater added value to the brand and client.
To overcome these challenges, DMC-360 advises and helps you adapt the latest digital marketing trends to your business, looking for the best way to achieve sales objectives, loyalty, or attract potential customers. Ready to succeed in 2020?