find out which are the 7 biggest trends – WAU
Artificial intelligence, sentiment analysis, visual search: Digital Marketing trends in 2020 are many. Understanding how to use them in favor of your company can be the differential you need to delight consumers and start the year ahead of the competition.
Year in, year out and Digital Marketing continues to consolidate itself as one of the most efficient tools to attract consumers and expand the reach of a brand.
The success of strategies aimed at the internet attracts companies of all sizes, which makes the gear of novelties in this niche spin faster and faster.
To be successful in 2020, you need to know more than you knew in 2019. After all, keeping up with changes in audience preferences and staying on top of trends that emerge every day is essential to stand out in a market already characterized by high competition.
Therefore, it is good to prepare as soon as possible to explore the new technologies that are emerging and adopt the most recommended practices for dealing with the current public.
With that in mind, we have prepared this text to list the 7 main Digital Marketing trends for 2020. Continue reading and follow!
1. Use of private chats for communication
The use of social networks to interact with consumers was one of the great revolutions provided by marketing in the era of digital transformation.
These channels serve as platforms to attract the attention of the audience and, in more advanced cases, have private chats that can be used for customer service.
The success of direct message communication on networks like Twitter and Instagram has made brands look more closely at this functionality.
Private chats, after all, are frequently checked by users and are already part of your digital routine. We can say that it is a younger and more current version of email.
Following this thought, why not invest in communication in applications that, in essence, work as private chats?
This is the case, for example of WhatsApp, whose features have been used for sales for some time. The trend is that this will increase and expand to other areas, such as lead nutrition.
Instead of offering a newsletter, for example, some brands already offer their followers the inclusion in WhatsApp groups or in broadcast lists.
The popularity of the application, which led to it being purchased by Facebook in 2014, contributes to the effectiveness of this type of approach.
Now imagine if, in addition to serving as a service and dissemination channel, private chat can serve as a tool for completing purchases.
This is a trend likely to be developed. In India, the app already allows money transactions between users, which makes life easier for companies. While the service is not available in London, it is already a good idea to plan to explore it as soon as possible.
2. Increased investment in artificial intelligence
Artificial intelligence is here to stay. Today, the technology is already applied to resources such as chatbots, virtual attendants that simulate a human and are able to learn from interactions with users.
The trend is that this type of application is just the beginning of an expansion of possibilities.
An example that leaves no doubt about the importance of this technology is the growth of voice searches. In January 2018, the number of searches on the Internet using this resource already exceeded the mark of 1 billion per month. Its popularity, then, is not the big news.
What changes is that technological development is making the users’ experience increasingly qualified. Today, most voice recognition services are able to process even more confusing lines, such as those given by young children. Such technology is, therefore, something increasingly present in people’s routine.
It is up to companies, then, to use this trend to expand their presence.
By optimizing marketing on services such as Waze and Google Maps, for example, you will allow virtual assistants, such as Alexa, to find and recommend your establishment to users in nearby locations.
3. Increased experience personalization
If you access any social network, you will notice that the feed often brings recommendations based on your experience on the internet.
The subjects you are most interested in, the channels you access the most and even profiles of possible acquaintances are offered to enrich and personalize your navigation.
None of this is by chance. Personalizing content to please the user is a trend that has been developing for some time and promises to reach its peak in 2020.
If you do not know the importance of this movement for your results. According to a survey by Accenture Interactive 91% of consumers say they are more likely to buy with brands that offer offers and recommendations relevant to their interests. Well, if you apply an email marketing strategy you already know what that means, don’t you?
Personalization in sending offers and offering newsletters is already considered essential. The trend is that this channel, in 2020, will receive even more attention.
4. Enhancing the transparency of companies
To personalize the user experience, it is essential to have audience data. Only then is it possible to know your preferences, times of greatest interaction and even the most basic information, such as name, gender and email address. The growth in the use of these data, however, had a negative effect.
Without clear regulations on the subject, several companies are questioning consumer data. This has surfaced in recent cases of leakage, such as the one featured by Facebook. The natural result is the distrust developed by a large part of the public.
If, on the one hand, companies that use dubious practices find it more difficult to relate to the audience, those that value transparency are able to stand out.
A study found that companies producing content honestly can retain up to 94% of customers.
Adopting this type of policy is something more essential if we think about the imminence of the General Data Protection Law, which comes into force in 2020. With it, in addition to pleasing the consumer, the adoption of transparent principles becomes important to avoid legal punishment. Check out what you can do to put your company on this path:
- establish your business values, mission and vision;
- make it clear that your interest is not just about profits;
- respond honestly to consumer inquiries;
- use data only with permission from its owners;
- make room for feedback and value its importance.
5. Expansion of visual search
Visual search is an increasingly frequent feature in search engines, which allows a search to start from an image sent by the user, which can even be a printscreen.
This is a trend that follows the line of constant optimization of the users’ experience.
The use of figures to perform searches is more interesting than that of texts or audios for a simple reason: 90% of the information transmitted to the human brain is in the form of an image (which is even processed 60,000 times faster than any text ). So, how can marketing exploit this?
A very interesting method is the integration of this type of search with e-commerces.
Tools like Pinterest Lens allow the user, when viewing an item that interests him in an image, to search for similar items in the catalogs of digital stores with just one click.
Therefore, it is essential to keep your inventory up to date and optimize SEO, especially related to images. Inserting title tags and descriptions is essential so that the search algorithm understands what the figure is about and can relate it to searches performed by users.
According to a survey conducted by Criteo, companies that invest in this resource will, until 2021, experience an increase of up to 30% in their profit margins.
In addition, according to Slyce, the use of visual search already increases product views by 48%, the permanence rate on the site by 58% and causes a 9% increase in the average ticket.
6. Creating audio content
Like images, audio is an element that has become popular in Digital Marketing, especially with regard to voice searches. However, the trend goes far beyond the mere conduct of research through speech.
In search of increasingly agile and efficient experiences, users have given much attention to sound content.
The mere inclusion of a player as an alternative to reading a text makes the content more attractive to the audience, who can press play and dedicate themselves to other tasks simultaneously.
This is just an indication of the strength of this type of content. If you really want to explore the benefits of a material made available by audio, it is worth considering the creation of a podcast.
This type of media presents a great growth. In the United States alone, the number of listeners has nearly tripled in the past decade.
If the podcast brings content that is considered valuable, its effect on the audience is enormous. As this is a free offer, the customer will feel privileged to have access to the program’s information. The result is the recommendation to third parties and the expansion of your brand’s organic reach.
It is worth remembering that, like the content created for your blog, the podcast does not need – and should not – be directly related to your product. The idea is to create a different experience for your persona and, from there, expand your authority in the market.
7. Growth in the use of sentiment analysis
When we post on a social network, we try to generate positive reactions in the audience, do you agree?
Generally, from the comments left by the people who view the content, it is possible to assume whether it caused a pleasant reaction or not, but this is complicated when the volume of interactions is very high.
Once again, artificial intelligence comes to the rescue. Through the combination of Natural Language Processing (PLN) and machine learning techniques, systems already exist that are able to assign weighted scores of feelings to phrases left by internet users. This is what we call feeling analysis.
The goal is to automatically categorize comments as positive, negative or neutral. From this, it is possible to establish an average of the general sentiment of the audience.
One of the most used metrics in this regard is the health of monitoring, calculated by dividing neutral or positive comments by the total number of interactions.
This is made possible by analyzing keywords left by users, such as “liked”, “hated” etc. Over time, the system’s learning capacity allows it to improve the criteria used for measurement.
With that kind of insight, you can keep your content strategy in constant optimization. After all, it will be possible to notice patterns and identify the types of language, visual elements and triggers that cause the audience the feeling desired by the marketing team.
Best of all, this type of analysis is not restricted to your social networks. Basically, any data structure that contains textual content can generate insights into the sentiment of the publisher. So, you can use the feature to monitor public opinion about the brand or about specific products.
To perform with excellence in the current market, it takes more than good products and services. Your company needs to know how to use the available resources in order to offer the best experiences for the consumer and enable the increase of business opportunities.
Therefore, following the trends of Digital Marketing is a fundamental role of any professional in the area. These changes are always linked to the behavior of the public, whose understanding is fundamental for the development of efficient strategies.
Explore the news mentioned throughout the article and get ahead of the competition in 2020.
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