It’s no secret that the top three digital marketing channels are social media, the internet, and mobile apps. Marketing is ever evolving and effective marketing campaigns hinge on how well brands engage with the consumer.
From omni-channel marketing to micro-moments, we're highlighting the digital marketing trends that will be everywhere in 2020.
1. Artificial Intelligence and machine learning
Let the robots do the heavy lifting. AI and machine learning map out probable consumer patterns based on collected data and is the right tactic if you’re looking to grow your audience, do a competitor analysis, and optimize your content.
2. Micro-moments
Micro-moments revolve around intent. These are the moments when a user picks up their electronic device to act on a specific need — small actions which could lead to big rewards. Knowing the “who, what, when, where and why” for your brand is critical to unlocking the right micro-moment strategy for your brand.
3. Omni-channel marketing
Omni-channel marketing is when brand channels work together to create a seamless customer experience. This tactic accounts for each platform and device a customer uses to interact with a company and then aligns the message, voice, design and objectives throughout each channel. Whether your customer is on mobile, web, or social, the brand experience is consistent.
4. Personalized engagement
By 2020, 85% of customer relationships will be managed without any human interaction. It’s a fine line, but you can use AI to develop personalized content that doesn’t feel generic or make your audience feel like Big Brother is watching. By recommending products and building conversational voice experiences, personalized engagement can really add depth to your brand. Use this tactic to position your brand less like a company trying to increase their bottom line and more like a friend that’s trying to help a friend make a purchase that’s right for their lifestyle.
5. Social commerce
Have you ever bought something from an Instagram ad? That’s social commerce, a world where social media meets e-commerce. Social commerce sells products directly through social media networks. It differs from social media marketing as you're not redirecting users to an online store, but offering them the ability to checkout directly within the network they're using at that moment. In a world where audiences have shorter attention spans, social commerce is one less step for the consumer to make leading to increased customer gratification.
6. User generated content
User generated content should be in everyone’s content marketing strategy. According to the Nielsen Consumer Trust Index, 92% of consumers trust organic, user-generated content more than they trust traditional advertising. True UGC is unpaid and therefore unbiased meaning authentic and honest content that is likely to lead to greater conversions.