If you’re thinking about planning a marketing strategy for your business, then here is a round up of what is trending in 2020 when it comes to marketing.
Now is the time to set your goals and establish what you’re measuring with your kpi reports and then develop a plan to support it.
Your goals might include the launch of a new service or product, market penetration or raising brand awareness in current markets. It goes without saying that one of the goals will be to increase sales and revenue.
Here are some of the key trends for this year:
It’s all about the visual content. Social media platforms such as Instagram and Pinterest are proof that image focused content is what works. Many people are visual learners and take in information that is displayed in colorful imagery. Images and videos are proven to improve engagement and the human brain processes visuals 60,000 faster than it does with text.
Consumers are more likely to buy from a brand that provides a personalized experience. It involves designing your website, so that it’s geared up to speak to your buyers problems as they express them, while ensuring that they see that your company understands their problems.
The result will be that they will believe that your brand is the answer to their particular problem and create a sale. Nowadays, customers expect the content to be tailored to them.
This tried and tested marketing format is still going strong and email marketing is still greatly benefiting companies and has proven to be a rival for social media platforms. The trend now is to optimize your marketing emails for mobiles, as mobile browsing has now taken over from desktop traffic. Users delete two thirds of their emails that come through, without paying much attention, which shows that emails need to be fully optimized for multi-devices.
BERT and User Focused Optimization
Google’s new algorithm, BERT, was launched in 2019. The way that it works is for content to be designed for the user intent rather than around keywords searched. One key way to capture and convert customers is to be able to answer their questions along the buying journey, in the best possible way. It’s a network based technique for natural language processing and it deals with the very ‘fundamentals of how people search’.
AI Based Automation
Artificial Intelligence is expanding across the world and more and more companies are looking to implement AI. It refers to robots or machines having the ability to work like human beings. This technology uses a combination of different features, such as chatbots and voice assistants that can find answers, fast!
With established forms of marketing, along with apps, AI can help improve the customer experience and improve your brand image. This technology can anticipate your customer’s next move and enhance their journey.
These are videos that allow social media users to shop on the spot. It means the user can click on the product in a video, which will automatically redirect to your site. This means that the customer isn’t having to manually look for your site and product, meaning that they also will be less likely to be tempted by other competitors they see along the way. Your customer can even be taken straight through to the shopping cart and checkout, making the experience seamless and super quick to convert.
With the rise in technology using smart devices like Amazon Alexa and Google Home, it’s not surprising that it’s fast becoming a go to for marketers. People are using voice searches more and more, so businesses will need to ensure that their strategies incorporate voice search.
Once again it’s visual and interactive that gains the attention of your audience. People are more likely to commit to watching a live video than they are reading a blog post. It’s incredibly easy to create live video on Facebook, Instagram and YouTube and the content is easily digestible too.
The key here is promoting real-time interaction with your customers that have chosen to use their time watching the content. They’re naturally engaged as they have taken the time to choose to view.
Influencers have played a key part in marketing trends for quite some time now. However, influencers with very large followings (namely celebrities), have created an element of distrust. Many influencers portray a certain image and are not always seen as genuine in their brand endorsements.
Micro-influencers on the other hand, often appear to be more trusted and not motivated by financial gain. They will more than likely receive higher engagement that comes at a lower fee too.
Social Media Stories
This trend is big and only getting more popular. It’s a really simple way to engage your customers and even more so with the use of polls and questions.
People are searching for businesses within stories and in particular searching under hashtags, proving that it can be a really useful way to draw traffic to your brand. It’s a great way to keep your content alive if your social media feed is mainly images and text. Customers consume content in different ways and by using stories, you’re capturing customers who might not have found your page.
This is a clever way of finding out what your customers are thinking. It’s an algorithm that is applied to online mentions of your business and assesses whether the comments left are neutral, positive or negative in their nature.
It can help you prioritize which comments need to be dealt with first and help you keep on top of any potential issues as they arise in real-time. It’s a useful way to resolve conflict and instill trust in your brand.
More importantly, it can be used to find out what your customers like about your brand and what they’re looking for, as well as what they’re not so keen on. It’s also incredibly useful to gauge what people think about your campaigns and products before they’re launched.