With a new decade just around the corner, it is important that we understand new digital marketing trends and redirect our marketing efforts in the right areas, ensuring impactful impressions on our end users. Impressions that will lead to higher ROI and better conversions. So what should we be making space for in our marketing strategies?
1. Shoppable posts and 1 Click Google Commerce
No sustainable marketing strategy can live without social media. It enables marketers to create a loyal audience by reaching customers in a natural way, thus shortening the Sales funnel. Social media has become part of our daily lives, so much so, that now it is for many a way to micro Manage friendships and customers. We use it to stay in touch and keep those around us updated. Even My grandma is on it. Yet, what many may not realise is just how many users are already shopping on social media networks. Instagram leads by example with 72% of users having purchased from the app in 2019. Closely followed by Pinterest where 70% of user intent is to discover new products. This represents a huge opportunity many businesses have been missing. Yet with recent changes introduced by Facebook, pinterest, Instagram (and soon Google) 2020 will make social shopping the new trend. Businesses will be able to create shoppable posts, allowing users to shop directly from your social media.
Google shoppable Ads (or PLAs) are making their way into our searches, but not just in Google, in YouTube too (if you have the search partners option enabled)! The reason behind this new way of connecting with consumers is that 50% of online shoppers use images to inspire them. So what better way of connecting with buyers than letting them hover over a picture, see what items are for sale and directly purchase these?
2. Interactive content
91% of consumers are seeking new experiences with more visual and interactive content. For this it is important to engage our users, also serving to improve Seo metrics.
A great definition of interactive content is provided by Snapapp:
interactive content: Content that requires the participants’ active engagement — more than simply reading or watching. In return for that engagement, participants receive real-time, hyper-relevant results they care about.
We will be looking to create content that:
70% more B2B marketers are creating content today than they were a year ago. That’s a great deal of competition. For those of you that like a challenge this is nothing you’re going to lose sleep for! Think of ways to provide value, and gives users reasons to provide you with their email address for instant feedback. Favourites are polls, quizzes, animated infographics, calculators, assessments, interactive eBooks, contests and games.
Low bounce rate:
Even badly designed interactive content will have a higher engagement rate than a traditional blog post. As William Comcowich, CEO, Cyber Alert puts it, “Content marketing is becoming less about the words you put on a page, and more about the experiences you create for the consumer”
High share rate:
This not only helps grow awareness but tells the algorithm that your content is relevant and thus put it in front of more people. This helps develop your brand loyalty creating trust and popularity in your selected nich. When people trust you they are also more likely to convert. Good interactive content is 40% more likely to than passive content. Makes you think.
Invites comments and engagement:
Engagement with your users is the beginning of a profitable relationship. Nurture correctly and they will become brand advocates. Engagement opens a direct channel of communication between your brand and the outside world.
3. Video content
Don’t overlook the power of visual content. Youtube has become one of the most popular search engines after google. Positioning itself as a great place to offer your services, more so as you can now make visible your product offerings in catalogue format linking directly to your website. With this in mind, and that you are free to make videos on any subject, use cases, testimonials, how to ‘s,. .. the sky’s the limit on how you educate, engage and entertain your customers throughout their Journey.
Also important to see how video is taking off on other social platforms. Live streams on Facebook, Instagram and LinkedIn retain audiences three times longer than recorded uploads with six times the amount of interactions and daily watch time having gone up four fold. Anne Handley, Chief Content Officer of MarketingProfs, explains:
Video is more than something we can watch, leaning back in our chairs. It’s also increasingly something we can interact with – leaning forward, and engaged.
4. Personalized customer experience
If you thought 2019 was the year of personalized Marketing, think again. 90% of people surveyed admitted to being blind to generic ads whilst likely to engage in personalized ones. 80% of these concluded that companies offering them a personalized user experience would receive their business over those that don’t. So what does this tell us? Build a personalized customer journey and connect with your users in a meaningful way! But how?! I hear you cry. Create segmented buyer personas. Which brings me on to my next point.
5. Content Marketing
“Content is King”. The old story stays true to 2020. Content marketing gets three times more leads than paid search advertising. But we are not talking about any old content, here we are talking about well thought out, meaningful, thought leadership content. Show off your expertise and provide value to your readers. Give search engines a reason to put your content in search results. It is important to remember that you have 8 Seconds to Captivate your audience. Try immersive and conversational storytelling, where the reader can gain experience throughout the story by becoming the centre of your story. find ways to invite your reader to share your experiences and values. Remember that the role of content is to create a unified customer experience from a customer centric point of view when creating your customer Journey.
6. SERP Position Zero
Talking about search results, everyone is fighting to be at the top and now above and beyond being first place is to be in Position Zero (PO). But what does this mean? This means becoming the featured snippet of text at the top of the results page. With just enough information to answer your audiences’ question but not too much so to keep them hungry for more.
This also falls in line with Googles Rank Brain AI algorithm it has been working on since 2015. Giving importance to user experience, Google evaluates what people like and ensure that they are provided with quality content at all times.
This snippet, when done correctly, can and may be the only link audiences click on accounting for 54% of all google clicks in 2019. This translates to a high click through rate. Taking this into consideration it is important to stay on top of new tech trends and adopt these into your marketing efforts.
7. Google Ads Smart bidding
If you are not already familiar with this, Google has just announced that automation and smart bidding to become the new norm in its Ad world. The idea here is to use its machine learning technology to help you optimize your bids. This doesn’t mean that old methods no longer work but that new functionalities are making their mark. Some of its features include:
- setting your bids to change automatically when sales start and stop.
- optimising these bids over various campaigns with pre specified conversion actions.
- Choosing conversion actions at campaign level.
8. Voice search
With 15% of US homes now having Google Home or Alexa voice enabled smart devices and more and more people using the voice search feature on their smart device, user intention is becoming more meaningful to Seo than ever before. While being a game changing technology it is still in its infancy and is worth Marketers attention. According to Google, this new way of using the internet accounts for over 20% of Mobile queries and 45% of Millennial ecommerce searches. These searches go hand in hand with location searches (the typical ‘near me’ phrase) . We can safely conclude that it is important to start optimizing our web pages and content for conversational key word searches. Gartner expands upon this in their latest Hype Cycle Marketing reference to conversational marketing. They explain that:
“Conversational marketing technologies enable interactions between companies and customers that mimic human dialogue and do so at scale. This category is near the peak of Inflated Expectation phase.”
For me this translates to speaking in a more personalized tone. More so after Google’s implementation of ‘Bert’ , their October 2019 algorithm update, a system to interpret a users natural speech style in searches.
why do you choose Michael Jordan’s shoes over someone else’s? Because You like Michael Jordan. People buy because they like you and Podcasting does just that. It introduces us to the person behind a name which is why podcasts have become so popular (that and we don’t all have time to read). This example is interesting as he has made More money after retiring from basketball than during his profession. so how does this translate to us? Branding. Build a brand in 2020, be it personal or corporate. Allow your audience to reach you whilst they are driving, cooking or just in the mood to listen and learn something new., and Podcasting is a fruitful way to go about this. Edison Research estimates that more than 67% of The US population are subscribed to and listen to monthly Podcasts. The podcast market generates an estimated $314 Million in Advertising revenue, a YOY increase of 86% meaning that by the end of 2020 we could be talking about a $1 billion Market share. This translates to a huge opportunity for companies to share thought leadership, advertise, increase marketing Roi and build a brand with loyal followers and a strong email list.
Finally, Companies, freelancers and bloggers that want that competitive edge will start investing in marketing Technology (Martech). Despite the bewildering choice of software services to improve management of strategy, creation, distribution and digital media, adopting the right content operations platform will help you increase productivity whilst ensuring brand voice, tone and strategy is not sacrificed.
Over to you
2020 will introduce some exciting new digital trends and with it new technologies! Discover below the key aspects to take into consideration when looking for a marketing operations platform and how to pick the right one for you.