What awaits us in 2020 in the field of digital marketing and how do you adapt your strategy to the latest trends? Many companies are already creating their marketing strategies and budgets based on plans for advertising on the Internet, which include ads for online search, social media, video platforms, mobile applications, and other channels. There are three main reasons for this. Ads on the internet are cheaper, more effective, and reach more people from a specific target audience. Now let’s look at what trends stand out and what you need to pay particular attention to in the coming period.
Digital Marketing in 2020: What Trends Await Us?
But before that – a flashback to the basics. Assuming that you already have a website to build your marketing strategy from, whether you’re running a blog or an eCommerce website, it needs quality hosting to keep it running at peak performance. By opting for MySQL hosting you’re grabbing the service at cheap rates but highly reliable. Since data is the backbone of any business, rest assure that MySQL hosting will make you feel your data is safe because MySQL database server itself offers commands that provide robust security to protect data.
Imagine investing all your money into creating a banner to advertise on the Internet. Would that increase your sales and get more users to your services? We’re sure of one thing – it would certainly bring a better visit to your website. But if you don’t have quality content, and if you don’t offer the website visitors what they are looking for, no one would stay on your website, which in turn certainly wouldn’t lead to an increase in sales.
So, remember, in the first place when it comes to Internet marketing, it’s the placement of content that’s truly meaningful to your target group, that adds value, and that’s relevant, useful, informative, educational and interesting. It’s not enough to attract the user’s attention with an ad that looks interesting – they won’t even click on it.
Digital content marketing includes, but isn’t limited to:
- Regularly writing, posting, and promoting blog articles on your website
- Writing guest blog articles
- Creating high-quality photos and videos describing your business
- Posting educational and engaging content on your business profiles on social media
- Organizing webinars or online courses
- Writing e-books on topics in your industry
- Sending newsletters regularly
The goal of this type of marketing is to consistently deliver original, useful and engaging content to your target group, which in turn will bring you: brand awareness among a wider audience, trust in your brand, and long-term business improvement.
There is virtually no website today that doesn’t offer the ability to subscribe to a daily/weekly/monthly email newsletter. The essence of email marketing is to regularly inform recipients of news about your business, actions, blog articles, new products, and activities, not in the form of direct advertising but through a skillfully told story and interesting content that calls to action.
Email campaigns are currently one of the most prevalent forms of digital marketing, and they owe their popularity to features such as:
- Automated submission process
- Access to a large number of people
- Sense of personalized messages
- The ability to influence purchasing decisions
- Possibility of adjustment based on the insight into the analytics
One of the most popular email marketing platforms is certainly Mailchimp, but tools such as ActiveCampaign, Ontraport, Emma, Sendlane, and similar are becoming more prevalent.
Digital Marketing Trends: Advertising on Social Media
The well-known rule of “be where your audience is“ most clearly is seen in the example of social media. Each of the social media has its own logic and advantages. They require you to publish the most meaningful content for your followers, building your reputation, raising awareness of your brand, and increasing the number of followers and potential users of your services. Among the most significant social networks, this year, are certainly Facebook, Instagram, and LinkedIn.
Facebook: Still one of the cheapest promotion channels
If you don’t already have a business profile on Facebook, it’s time to create one as Facebook advertising continues to be one of the cheapest options for digital marketing because you can reach thousands of people at a price of one dollar per day, and target it based on location, demographics, and interest. On Facebook, you can also choose the goal you want to achieve with your advertising. This can be increased traffic and leads to your website or maybe likes, shares, comments, and other engagements. Facebook Live and Facebook Stories are other forms of free promotion through webinar organization, sharing business tips, educational material, personal and professional experiences, and more.
Instagram: Turning to mid-caliber influencers
Several hundred million people use Instagram Stories daily. This makes this tool one of the most popular free online promotion channels. Although the content will be deleted in 24 hours, there’s an option to save it as Highlight that’s easily visible to anyone who visits your profile. That’s why Instagram Stories should be your favorite place to post new and engaging content.
The recent launch of the Instagram TV app IGTV has brought another opportunity for video promotion. It’s an independent platform that can be accessed from an existing Instagram profile and allows you to create videos between 10 and 60 minutes in length.
When it comes to paid promotions on Instagram, influencer marketing is still very popular. In 2020, however, a shift towards mid-range influencers with up to 50,000 followers is expected, as they have more credibility with the public lately. The reason for deviating from profiles with a million audience is primarily the increasing number of profiles with purchased followers, which makes them inauthentic for placement of paid promotions. In addition, the prices of promotional announcements of highly popular influencers have become inaccessible to a large number of companies seeking to advertise in this way.
LinkedIn: Multiple advertising opportunities
LinkedIn has long been neglected (or misunderstood), but the popularity of this business social network is growing year by year and currently has 310 million monthly active users. The fact that it’s the most business-oriented network of those in management positions and who are actively involved in decision-making, LinkedIn is a great choice for promoting your business and building your brand reputation.
LinkedIn is also the network where you can most effectively target your audience for your paid ads since you can target them by industry, business, position, years of work experience, and numerous other parameters. LinkedIn provides truly diverse advertising opportunities, ranging from sponsored posts, through paid InMail campaigns, text and video ads, to an option called LinkedIn Elevate, which encourages your employees to share quality and relevant content, further enhancing the impact of the campaign and enhances brand credibility. As a result, a great digital marketing trend.
Video Marketing Trends
Video content creation has become so popular that it stands out as a separate form of marketing, which also involves adopting a separate marketing strategy. What makes the video so popular? In the first place – the speed of review. Years back, statistics show that more than 80% of people would rather watch a video on the Internet than read a text. Because viewing is faster and more effective than reading. It’s also stated that the mention of the word video in the email header increases the viewing rate by 19%.
You can use video content to:
- Make an explainer video for your brand/application/service
- Organize webinars
- Make video tutorials and other types of online education
- Make video reviews of previous users
- Live stream conferences and other events
- Answer frequently asked questions (e.g., for Facebook Live)
You may find One tool useful to create videos – VideoKit, which combines a selection of different photos, videos, illustrations, animations, audio services, and other content sources that you can use for your own needs. You may also be looking for the new Chrome extension: Recast Studio, which will help you easily convert textual content, such as a blog article, into a video.
By audio marketing, we mean primarily podcasts. Which has recently gained a lot of popularity and became one of the significant promotion tools. A podcast, like a blog, isn’t a channel that you’ll use for direct advertising. But is an extremely important form of content marketing. As an audio format published online in daily/weekly/monthly episodes. A podcast is a perfect solution to share helpful tips, trade secrets. Interviews with successful colleagues through original content with your audience, as well as to promote your business. In this way, you build a reputation and gain loyal followers or listeners. Who can easily become the most loyal customers of your products and loyal users of your services.
Personalization of Ads Digital Marketing Trend
Since there was Google advertising. There has also ad placement using the personal preferences of users and the information Google that receives on search history. Current location, interest, habits, daily online behavior, and many other parameters. How many times it happens to you, for example, to search hotels for your next trip. Then in the next few days, advertisements for platforms that offer bookings. Exactly at the hotels, you see on each website you visit? It’s not magic, it’s the result of Google’s insight into your behavior on the Internet with the goal. Giving each user what they are most likely to be in when they need it.
The result of these digital marketing trends is usually the increased number of customers/users. That’s why we recommend that in 2020 you do thorough research into the behaviors. Habits, and needs of the people in your target group as soon as possible. This will make it much easier for you to reach them and with much more success create personalized ads. That will be trendy in the coming year as well.
So-called persona creation can help. These are fictitious individuals whose profiles you’ll create based on your target audience research. Who’ll represent your ideal customer or a well-thought-out user of your services? Personas also help you segment your audience more clearly. And when you do it, you’ll also have a clearer sense. How to approach them on a much more personal level. Present them with the right offer at the right time.