Digital marketing and its platforms continue to change alongside the many innovations brought by technology. There is no clearer indication of where the business landscape is heading than the start of the new year. However, it also becomes a challenge predicting what effects these advances can bring and how to adapt to them successfully. As 2020 begins, it’s worth looking at what digital marketing trends will continue to rise in the coming year. We’ve seen some interesting trends that will surely make their presence felt as we continue to move forward into 2020.
The Continued Rise of AI
The concept of artificial intelligence continues to be a hot topic of discussion in business. While initially seen as a fad, it is now at the forefront of digital marketing and how we conduct business. While still considered a work in progress, AI’s continued evolution will be felt in the years to come.
Many businesses are starting to maximise the use of AI-powered chatbots on their websites. In 2016, 80% of businesses were already seeing the benefit of using AI chatbots and that more would come around to the idea by 2020. As technology and research for machine learning continue to develop in the coming years, chatbots can further improve in providing more accurate information to its users.
Of course, AI does not just stop with automation and chatbots. AI also analyses online consumer behaviour to provide more targeted content. It made strides in text analysis and data collection to get a better picture of what consumers want. From their findings, they can tailor specific, sometimes niche content towards them.
Pivoting to Personalized Marketing
The continued use and development of AI also directly ties into another trend to watch in 2020. Personalised marketing is something that companies continue to look at as a way to stand out in the coming years. As technology becomes more intelligent, the importance of personalizing also begins to take centre stage. We see it now in targeted or native ads that appear when consumers browse the internet on their laptops or mobile devices. Knowing consumers’ interests, searches and visits to particular websites allow marketers to create ads that entice them to engage with their products and services even if they are away from the sites they initially visited.
Personalised marketing also extends to email marketing. More digital marketers are beginning to value meaningful connections with their subscribers. They often prioritise audiences who remain engaged with them in various email campaigns. They receive constant updates about the business, the latest news about services and sometimes get rewards for being active customers.
This trend will gain more momentum in the coming months and years. Whether through products, services, or content presented, a personalized feel attracts new customers or improves relationships with your current ones.
Digital Word of Mouth Marketing
The role of social media in digital marketing continues to be an evolving trend. We’ve seen in the last couple of years how companies are able to successfully connect with their audience through different social media platforms. However, a new trend emerging in the form of social media influencers.
To understand the impact influencers have, it’s important to look at how they affected what “word of mouth” means online. Even in today’s digital age, the idea behind word of mouth in marketing has remained largely unchanged. A company’s popularity can sometimes be credited to this tried and true method. At the same time, the aforementioned digital age also means that “word of mouth” is now defined differently. Go on any social media platform and you’re likely to come across posts of an influencer talking about a particular product they are endorsing. Regardless if their fanbase is large or not, their organic reach still extends beyond their audience list. They use photos, videos, and even simple “stories” that feature timely content. In essence, this is what “word of mouth marketing” means in the digital age and how it can be much more influential.
But as compared to influencers with millions of followers, micro-influencers with the smaller but dedicated following are expected to rise. In 2020, the success of social influencers will not be based on their number of followers but the type of relationship they have with their audience.
What To Watch For in 2020
Digital marketing is often about seeing what clicks with people today and what does not. What is considered trendy today may not have the same influence in just a few months. Just a few years ago, cell phones were not even in the discussion when it came to marketing strategies. Today, many companies hinge on the power of smartphones and mobile browsing capabilities. We’re seeing the rise of AI and how its influence will continue to spread and affect many other trends. Trends from the past may instead undergo an evolution that is synonymous with the times. More than anything, it’s very likely we will see plenty of these evolved trends – better versions of what they once were – dominate the business landscape in 2020.