Digital marketing consists of moving parts: SEO, PPC, social media, marketing automation and more. New techniques, technologies and ever-shifting Google and Facebook algorithms keep the world’s digital marketing teams on their toes, ours included. Our work includes staying on-trend with digital marketing so our clients continue to see digital success.
As we roll into a new decade and tech continues to change at a light speed pace, here are five digital marketing trends our team is pumped for in 2020.
1. Voice Search
User: “Alexa, how many Australians own a smartphone?”
Alexa: “9 out of 10 Australians.”
That’s right, a huge number of Australians have access to voice-activated search, and this stat doesn’t even include smart speaker owners. In the United States, it is estimated that in 2020, 50 per cent of all searches will be conducted through voice-activated search. This makes voice-activated search one of the biggest digital marketing trends for 2020.
2020 is the year that digital marketers will have to adapt to voice search. There are plenty of things you can do to optimise your business site for voice search, but the key change involves using long tail keywords like “how to cook vegetarian pad thai” instead of shorter keywords like “vegetarian pad thai”.
2. Shoppable Posts
By now, you will know that social media plays a massive role in digital marketing. What you might not realise is just how many people shop through social media. 60 per cent of Instagram users say they find new products on the platform, while in a survey of more than 4,000 Pinterest users, a massive 70 per cent said Pinterest helps them discover new products.
These platforms have become wise of the fact that people are utilising them to shop and have made it significantly easier for merchants to sell their goods. In recent years, Instagram, Facebook and Pinterest have developed ways for eCommerce stores to produce shoppable posts using a native integration that makes it simple to tag and shop products directly in your feed. For online retailers, this is an awesome way to drive traffic to product pages and generate conversions.
3. Immersive Tech Like VR and AR
Virtual reality (VR) and augmented reality (AR) have exploded in popularity in recent years and are fast becoming one of the world’s top marketing trends. While VR was the more popular of the two for quite some time, predictions indicate that AR will outrun VR in 2020. By 2021, it is expected that VR will not be able to keep up.
AR is already being utilised by massive companies like IKEA. Using AR via their app, customers can see what a piece of furniture would look like in their room before making the purchase (or even having to go to the store!).
4. Interactive Content
91 per cent of customers are searching for more interactive online content and in 2020, content marketing will change its focus to give the people what they desire. Shoppable posts, 360-degree video, AR/VR, polls and quizzes are just a few examples of interactive content.
Interactive content will step up for a few reasons:
- This content form is new and original, helping it cut through the clutter.
- It provides visitors a reason to stay on your page.
- People want to share it (people love sharing silly quiz results like “what kind of international trip are you?”).
- The shareability enhances brand awareness.
- Finally, people simply love interacting!
5. Smart Bidding in Google Ads
There is nothing new about automation in digital marketing, but thanks to recent Google Ads updates announced at Google Marketing Live, it is expected that smart bidding and automation will become the norm for many PPC account managers.
Google Ads relies on machine learning to optimise your PPC bids so that your business gets the best value out of every conversion. The improvements make optimising your bids better than ever with the ability to select conversion actions at the campaign level, the ability to set bids to automatically change when a sale starts or stops and gives you the ability to optimise your bids across several campaigns with a set of desired conversion actions. These improvements will help enhance your conversions.
We are super excited to see these five digital marketing trends blow up in 2020. But, fellow digital marketers, it’s important to get wise to these trends now if you want to excel your business at the turn of the decade.