Will 2020 Be Any Different For Marketing Professionals? Know What to Expect
by Sam Zaman
As the year comes to an end, it’s time for marketing professionals to update their marketing strategies and make sure they are in the know about current trends.
Online marketing, in particular, is fluid and constantly changing, and you need to constantly update and adjust your strategy.
It’s important to read blogs, news updates, articles, and newsletters that focus on marketing trends so that you aren’t left behind. To start you off, here a few big ways marketing will be different in 2020.
Content Comes In Many Forms
Content marketing is mostly driven by having a successful blog and rolling out email newsletters but there are other forms of content which are becoming increasingly popular with consumers, especially the younger crowd.
Video and live video content are just two examples of how you can use different forms of content to reach consumers.
However, it goes a lot deeper than that. Take memes and GIFs as examples.
They are extremely popular with millennials. If used correctly, they can be an effective tool for creating a connection with your target audience, especially on social media.
Quick surveys and quizzes, how-to guides, whitepapers, ebooks, cartoons, and webinars are some additional ideas of types of content you may want to use.
Vlogs can be used to create a personal connection with your audience, and podcasts are useful for reaching those who love to consume new information on-the-go.
Of course, not all of the above forms of content will be applicable to your business. Everything will depend on your industry and target demographic; for example, if you are targeting professionals, whitepapers would be a better choice than memes and GIFs.
Voice Search and Voice SEO
Google users are using voice commands to conduct online searches. By 2020, it is estimated that 50 percent of all searches will be voice searches.
This will affect, among other things, how marketing professionals will need to approach SEO.
Instead of simply targeting keywords, you will need to target search terms that are likely to be used by people conducting voice searches. Not only it has the capacity to generate quick traffic but also signifies a strong on-page designing of the website.
As such, try incorporating questions and “natural language” keyword phrases in your content.
In addition, if you operate an ecommerce site, you should allow users to search for products through a voice search. Make sure that your search engine can detect and interpret natural language and is optimized for bringing up the best-match products.
The Rise of the Chatbots
Chatbots, that are AI driven application, offer consumers many benefits, such as 24/7 customer service, quick answers and solutions, ease of approach, and convenience.
Having a chatbot option on your website can increase customer satisfaction and retention rates.
Many businesses are starting to incorporate a small chatbot popup in the bottom right corners of their site. Ecommerce businesses especially are already leveraging on AI potential. Customers can interact with the bots and get answers to questions; if needed, they can be connected with a live representative
Chatbots are more for just customer service. In an age when getting a good opening rate on your emails can seem like a difficult task, Facebook messenger chatbots may offer a solution.
Keeping Up With the Platforms
Facebook is still King of the Social Media. However, that doesn’t mean it will always stay that way.
According to Pew Research, many young Americans are changing the nature of their relationships with Facebook.
As many as 44 percent of millennials have deleted the Facebook app from their phone over the past year, while 42 percent of all adult users said that they had taken a break from checking Facebook for several weeks or more.
Snapchat, Instagram, Pinterest, Reddit, Quora, Kik, and Vimeo are just the tip of the iceberg when it comes to alternative social networks. It’s important to continually pay attention to new and emerging social apps.
Remarketing and Customer Lifecycles
Remarketing and retargeting are becoming increasingly popular among marketing professionals. The click-through-rate of a retargeted ad is 10x more, on average, than regular ads.
Remarketing is available on many platforms, including Facebook and Google Adwords. You can target people who have already visited your site, signed up to your list, or clicked on one of your previous ads.
It’s also important to put more focus on customer retention. The acquisition cost of new customers is five times that of retaining existing customers.
More Social Contact
It’s time to up your social game.
Social media should be personal. Your profile shouldn’t just be a brand pushing its products and website links, but rather it should have a personal tone to it.
You can connect with your customers by adapting a fun tone, posting interesting and/or humorous content such as memes or GIFs, giving followers behind-the-scene peeks into your business, and using live video.
Having the management or even the CEO active on social media will also help increase trust.
Of course, make sure to actively reply to customers who reach out to you or tweet to you with problems or complaints. Many millennials prefer to use social media as their preferred customer service channel.
You should also try to encourage engagement by posting questions and asking for opinions.
Secure Data and Privacy
With more and more large companies and platforms facing scrutiny over their privacy policies and what they do with users’ data, it’s important that you take steps to protect your customer data.
This ties into a previous point, where we mentioned that many Facebook users have deleted the app from their phones or taken a break from using it.
One of the things that may have led to this was the news of the massive data breach that affected nearly 50 million Facebook users in September.
Wrapping It Up
Marketing professionals need to constantly be on top of the game and be ready to go with the flow.
By adjusting your marketing strategy in 2020 to take into account the above-mentioned trends, you will stay one step ahead of your competition.
Sam Zaman loves to write on technology and related stuff. E-commerce, mobile and internet marketing equally drive her interest. Likes gardening and experimenting with new recipes. An avid reader and absolutely mad @bout donuts. She has been associated with Mofluid for a long time. Facebook – @mofluid Twitter – @mofluid
April 30, 2021