Successful brands and marketers in 2020 will be brave. They will take risks, embrace new technologies, and continually use data to optimize results.
Here are some important digital marketing trends for brands and marketers you need to know.
- Brands and Marketers Need to Own A Website
Building your business on rented land has never been a safe option. Your customers need to easily find you and know you are an established business.
You need a home base that is a platform that you own, not rent. You need to have a website or a blog.
- Brands and Marketers Need to Use New Technologies and Tips
Old methods are not working like they did 3 or 4 years ago.
Even industries that in the past didn’t use new digital media are now experimenting with new media formats, digital platforms and technologies to grow their business and online presence.
It’s time to level up your digital game! Explore video, podcasting, interactive content, and emerging technologies that can help you achieve your goals. Don’t chase shiny objects, but focus on what you can do with the new technology to achieve your goals!
- Brands and Marketers Get More Human – Personal Branding
Humanizing your brand is a requirement, not an option in 2020. You need to communicate with your audience and customers as real human beings.
Brands are investing in personal branding for their leaders and employees. Employee advocacy programs can provide a digital army of brand advocates who can represent the brand far better than a boring press release.
76% of people say that they trust content shared by “normal” people than content shared by brands.
- Brands and Relationships
Brands in 2020 should have an ongoing relationship with their target audience. A continual conversation that earns trust inspires and entertains will deliver impact and a positive return on investment (ROI).
Marketers that invest true heart and effort into their content marketing will experience success.
- Brands and Influencer Marketing
Brands will continue to generate engagement and results in influencer marketing.
In the most simple form, influencer marketing is a partnership between brands and people with influence. Influencer marketing is a dynamic, living and breathing community where interactions, transactions, and relationships ignite between content creators, brands and customers.
Micro-influencers with 10k – 50k followers have 41.7% higher engagement rates than bigger influencers with 500k – 1 million followers. This is because oftentimes people are following “celebrities” only because they are famous.
They don’t have a real connection with them. Fans are less likely to take action from a celebrity. They are more likely to take action from micro-influencers who are invested in truly helping them.
- Smart Marketers Use Analytics and Optimization
The best marketers know that data and analytics are their best friends. Learning how to tweak, rinse and optimize your marketing campaigns, content and social programs will help you be more agile.
Learning how to quickly learn what content is working, optimize it for greater return and repeat, repeat, (repeat is a recipe for success).
Data-driven decisions will help them to embrace the best of social network curation features such as Instagram TV (IGTV.) Marketers will embrace curated content leveraging the best-proven content they have.
- Brands and Marketers Use Voice search
You need to prepare your content for voice search. Think about how and what your target audience will search for.
Stats you need to know.
50% of all searches will be voice by 2020
72% of people who own voice-activated speakers use them in their daily routines
58% of all American homes will own a smart speaker by 2021
Voice shopping will increase from $2 billion today to $40 billion in 2022
- Video Marketing
If you don’t use video to market your business, you must start. 82.2% of marketers say they will increase their investment in video in 2020. 49% say they will increase their brand’s presence on YouTube specifically.
Even Youtube has seen a 34.36% increase in engagement from 2018 to 2019. Video marketing is the future.
If you are not comfortable with video, hire an agency or consultant to help you. You can also start with micro-content such as Instagram stories, Instagram TV, Twitter video, Tik Tok, and the list goes on.
- Visual Marketing – Visual Search
Brands and marketers have to use visuals in all aspects of marketing. It’s time to get serious with not only visually appealing social posts, videos, and blog posts – but need to now look at visual search as well.
Google, Pinterest, and Bing, for example, are all getting into the visual search. Both Google and Pinterest have their Lens search capabilities that recognize objects and landmarks through a camera app.
- Brands and Marketers Use Podcasting – Audio Marketing
Podcasts and audio marketing present tremendous opportunities for brands to rise above the noise and reach their target customers in meaningful ways.
If you have ever thought about launching a podcast, 2020 is the year to give it a try.
- Use Interactive Content
Marketers should explore ways that they can interact with their audiences in meaningful and fun ways. The social networks are making it easy. Social networks such as Instagram and Twitter offer easy to use features for polling, voting, and curation.
Marketers can get creative with campaigns that have an interactive focus.
- Smart Brands and Marketers Use Automation – Artificial Intelligence
Marketers and brands use artificial intelligence and automation to inspire, connect with and understand their customers.
Even if you are still don’t use these technologies, you can start step by step. For example, start by looking at your goals. A goal such as improving customer service can be better satisfied by exploring direct messaging on Twitter, Facebook Messenger or text marketing.
Also, you can use chatbots to help your visitors or customers.
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