In today’s ever-changing digital marketing landscape, it’s more important than ever to keep on top of all of the current digital marketing trends and techniques that are making businesses successful. The marketing space is extremely crowded and growing even more so, meaning it’s essential for you to have your finger on the pulse of what’s exciting people, what’s grabbing their attention, and what’s influencing their buying habits. 2020 is the start of a brand new decade, promising new technologies and further evolution for some of the top digital marketing trends of the last few years. Here’s a run-down of the top digital marketing trends to watch out for in 2020!
Personalisation and User-Generated Content
With the dawn of a new decade comes the death of impersonal marketing. More and more, consumers are unconvinced by generic marketing that sounds as though it was devised on a flipchart in a boardroom. Your customers don’t want to feel like numbers on a spreadsheet or data points to be analysed; they want marketing that appeals to them directly. Ironically, this is where an excellent command of marketing data will be a lifesaver for your business.
Understanding the nuances of your client base – who they are, what it is about your business that they’re specifically interested in, what pushes them to buy or to close the tab – will allow you to adapt your marketing approach to appeal to a larger customer base without sacrificing a personalised appeal.
An effective, hands-off way to achieve this is by creating a space for your customers to create and share user-generated content about your business. This way, new customers are hearing about your business from the horse’s mouth – pre-existing customers who can convey the benefits of patronising your business even more effectively than you can.
Social Media and Shoppable Posts
It goes without saying that social media has fundamentally changed the digital marketing game. At the dawn of the 2010s, when Twitter and Facebook were just beginning to gather serious steam, banner ads by the side of a web page might still have paid you dividends. Now, most savvy internet users know exactly how to make those ads disappear, and social media has risen up as a premier tool for reaching consumers.
The newest innovation in this space is shoppable posts. 54% of people on social media are using it to research new products, so it’s only natural that social media giants like Instagram are capitalising on this. Over the course of 2019, Instagram has launched product tags in photos and product stickers in stories, allowing users to simply tap what they like to be directed straight to the product’s respective online store.
Not only does this dramatically shorten the sales funnel, it integrates shopping directly into the social media experience. And recently, Instagram has announced Instagram checkout, a new service that condenses the social media shopping experience even further by allowing users to make purchases without ever leaving the app, removing the process of clicking a link to open a shopping page in a browser. This convenience revolution is sure to cement the place of social media in the digital marketing sphere in the next decade.
Google’s content marketing team, Think with Google, has devised the term ‘micro-moments’ to describe small events that consumers experience on average 150 times a day, including ‘discovery moments’, ‘research moments’, and ‘purchase moments’, to name a few.
Understanding when these moments arise in a consumer’s day, what they’re influenced by, and how they can be or not be capitalised upon will provide you and your business more granular control and influence over your marketing approach.
In a time when the attention of consumers is being constantly vied-for by an ever-increasing crowd of products and brands, knowing when your consumers are likely to have a ‘purchase moment’ tells you exactly when to push you to buy. Similarly, knowing when your potential customers are having a ‘discovery moment’ or a ‘research moment’ will allow you to tailor your approach to drawing them further in, rather than pushing them to buy before they’re ready, and risking turning them off your products.
VR and AR
We’re undoubtedly on the edge of the age of VR and AR dominance. At the dawn of the 2010s, VR was a near-mythical technology that was more often the subject of science fiction. Now, the presence of VR in peoples’ homes is on the rise. The technology is arguably still in its infancy, and still pricey, but if we’ve learned anything about technology over the past few decades it’s that change can happen faster than we can imagine. Now is the best time to be considering VR and AR and how it can change your marketing game.
AR is a particularly lucrative option nowadays, arguably outpacing VR in terms of its sheer usefulness in the marketing sphere. IKEA, for instance, now has a service allowing customers to use their phone cameras to see digital, to-scale versions of products placed in their living rooms, bedrooms and kitchens, bringing the concept of try-before-you-buy into the digital age.
The clothing sector faces a similar issue here, as even for today’s clothes shoppers it’s difficult to avoid the necessity of the brick-and-mortar store as a venue to try on clothes before they purchase. AR is changing this, allowing people to use their phones to see themselves in clothes without needing to leave the house or even their beds! This represents a serious shake-up of the marketing sphere for many sectors, and it’s sure to become dominant in the 2020s.