What are biggest digital marketing trends for 2020? More—as in more influencer
marketing, more content, more web
video and more of what will get digital
consumers engaged with your brand online.
Here are seven key digital marketing trends that you should
consider investing your time and resources in to succeed in 2020.
1- The Ascent of Social Influencer Marketing
Influencers used to be huge celebrities or “internet celebs”
with millions or hundreds of thousands of followers. But now, companies are
turning to people with a much smaller social media following to leverage as
influencers and reach a targeted audience with a voice they trust.
Influencer marketing has evolved into to become more personalized.
As it becomes more authentic, 92 percent of people
trust other consumer recommendations over corporate
advertising. For this reason, marketers from a leading gaming company launched
their highly successful influencer marketing campaign #Superlord on the social
video app TikTok, which took Germany by storm:
Further, a mediakix study predicts that the ad spend for
influencer marketing could reach $10 billion by next year.
It’s clear that influencer marketing is here to stay.
2-Streaming Video Ad
Engagement
Video was a digital marketing
must in 2019 and it will continue to be one in 2020, according to IAB’s
2019 Video Advertising Spend Report. Marketers report digital
budgets increased 25 percent year over year. Consumer viewing habits explain
this budget increase—advertisers go where their customers are spending their
time. Per the IAB:
- 74 percent of U.S.
consumers 13 years and older watch streaming or online video at
least weekly and 41 percent watch daily.
- 78 percent of digital video
viewers will watch advertising in exchange for free content.
- Online video viewers pay closer
attention to both content and ads when watching educational videos.
And, in addition to
adding videos to your social networks and on your site, live videos on Facebook Live and Instagram Live get watched 3x
longer than videos that aren’t live. It’s time to take
streaming and live video ads seriously in 2020.
3-Emerging Tech Rising
From 5G technology on
mobile devices to advancements in AI, voice and connected TVs, how consumers
engage with ads will truly transform in the coming year:
- 5G technology will transform
how consumers access and use content, meaning mobile usage will dramatically
increase among global audiences.
- AI tech advancements for
content will enable greater personalization in digital video.
- Voice search for smart speakers
will continue to expand as homes continue adopting Alexa, Siri and Google
Home, and while developers continue to make improvements to accuracy.
- Advancements in connected TVs
and OTT (over the top media) will enable users to interact with ads from
their TV and mobile devices that lead to increased product placement
within streaming video.
·
Ninety-one percent of buyers are looking for more
interactive content online. In 2020, content marketing will shift its focus to
give audiences more of what they want: shoppable posts, AR/VR, 360-degree
video, quizzes and polls are just a few examples of interactive content.
·
Rome: A Guided City
Tour is a great example of a 360-degree video:
The reason interactive
content will be one of 2020’s top marketing trends is because this level of
interactivity in retail is new and original—take for instance, a shoppable Free
People ad on Instagram. When a user taps the photo, the dress name and price
appear. When tapping the price, the user is taken to a screen with more
information and the option to view the item on the Free People website. This
type of ad cuts through the noise, and gives visitors a reason to stay and
engage. And it’s
extremely shareable, expanding an ad’s reach even further.
Micro-moments are
moments when we turn to a device—often a smartphone—to take action on whatever
we need or want now. People generally
make instant decisions on what to eat, which restaurant to choose, what to
purchase or where to go. This tactic looks to take advantage of showing a
relevant ad at the right place at the right time to the right audience.
To take advantage of
micro-moments in 2020, you need to be where consumers are searching for
information in the moment—as Google puts it, marketers have to “be there, be
useful, be quick.”
The rise of
micro-moments means that marketers must rethink the linear buyer’s journey that
follows a set path: awareness, consideration and decision. Today, the customer
journey is becoming more of a whirling funnel wherein people think, see or talk
about something and then want to learn about it, watch it or buy it, all at an
instant. Expectations are high, and patience is low.
Identify your
customer’s potential “have to buy” moments, and be ready to deliver quality
content in those moments of need for mobile devices, and make it easy for them
to then purchase.
6-Social Media Stories
Become a Marketing Mainstay
First Snapchat came
out with the concept of “My Story,” then Instagram and Facebook stories were
introduced, and then YouTube unveiled their own story format: Reels. Now we have the emergence of TikTok, where users create
videos on the spot and behind the scenes for a less polished and more authentic
look.
Since these types of
stories disappear after a set period of time, this is a great opportunity for
marketers to make good use of FOMO (fear of missing out).
There are several
benefits to using social media stories including:
- Increased brand awareness
- Constant engagement with
followers
- Cost-effective ad solution
- Increased traffic to your web
page
- Opportunity to reach younger
audiences
A simple way to engage users is to add Polls to
your Stories. For instance, the National Basketball Association used Polls to
ask their followers who they thought would win the upcoming matchups.
Additionally, it was a useful tool to build anticipation around the event
itself.
Consumers often use Stories to search for local
businesses. For instance, on Instagram Stories, some location searches have a
story icon that allows users to view recent stories that have used the
particular location sticker. Additionally, the use of hashtags for places or
events have a similar effect of driving user traffic to that destination to
learn more. This is a great way to help your brand get discovered locally.
7-Content Experiences Will be the Face of
Content Marketing
“Content experiences”
are the amalgamation of content and context. This matters because every piece
of content conveys an experience—both good or bad—through elements like design,
placement, environment and more.
Consider Coca-Cola’s
“Share a Coke” campaign, started in 2011 and still going strong today.
Coca-Cola lovers can personalize bottles with their name or friend’s name from
the Coca-Cola website or look for a name on a bottle at in a real-world store.
The campaign went viral as consumers began posting pictures online with their
personalized drinks.
Consumers naturally
loved the ability to personalize bottles, and it became a great way for Coke to
engage their audience—and get them to make a purchase.
Content experience is
about addressing the whole user experience when engaging with the content. It
puts control back in the hands of the marketer, while also focusing on the
brand experience. It’s about thinking holistically as a marketer, an important
part of considering your 2020 strategy.
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