From the fast growth of voice search to the wider implementation of artificial intelligence, 2020 has brought us numerous innovations.
To maintain a competitive advantage and increase conversions, you need to implement them as fast as possible.
That’s why we’ve created this list of the hottest trends that will dominate the digital marketing landscape in 2020.
1. Personalized User Experiences are Essential
In 2020, artificial intelligence, machine learning, and predictive analytics will keep growing. With the expansion of these technologies, online customers expect businesses to provide highly targeted and relevant user experiences.
They’re even ready to pay more for personalized services. A perfect example of this is Amazon that tracks each customer’s browsing patterns, location, and buying history. That’s how they understand customers’ needs and provide them with relevant products.
Personalization applies to almost any aspect of digital marketing. On your website, you should focus on delivering the right products to the right audiences.
Interactive forms of content, such as quizzes and chatbots, let you gamify user experiences and learn more about them. By asking customers the right questions, these tools can understand their needs and recommend the right products.
You could also personalize your email lists. Namely, many businesses have already leveraged email list segmentation, meaning that they divide them into smaller groups. By collecting customer data, you will be able to understand their preferences and deliver the right content to each segment.
For example, you could segment lists by customers’ content preferences, location, activity/inactivity, opt-in frequency, and so forth.
2. Voice Search will Dictate Keyword Research
Today, optimizing your website pages for a bunch of keywords with high search volumes is not enough to rank high. In 2020, voice search will continue to grow, influencing how brands will create online content and optimize it for search engines. Studies predict that 50% of all searches will be driven by voice in 2020.
According to an SEO company from Hong Kong, Elevate Digital, “creating and optimizing content for voice search is critical in 2020.: Not having to type keywords or look at their screens all the time, voice searchers can communicate with their browsers more organically.
They will focus on more natural, conversational keywords, ask questions, and even use full sentences. Most importantly, they will conduct more local searches to find businesses relevant to them.
That’s why businesses need to combine their short and exact-match keywords with more organic ones.
3. Optimize Pages for Featured Snippets
Featured snippets are answers to searchers’ questions that appear right in the SERPs. While there are many “on SERP” information pieces on Google, the most popular are ones that take up the position zero.
In other words, they appear at the top of Google’s search pages, before organic listings.
Appearing in featured snippets increases the exposure of your site and content. Also, the fact that Google chose to display your content in a featured snippet adds a layer of trustworthiness to your online brand.
Featured snippets grab searchers’ attention, provide value, and motivate them to click on your link to read the rest of your content.
Sure, appearing in featured snippets is not easy. First, you need to create highly relevant, quality, and informative content. It should include fresh statistics and actionable tips your readers can apply right now.
Second, you need to understand your searchers’ intent when optimizing for keywords. Do they want to buy products, compare products, or just learn something new? Understand the intent behind each keyword and link it with the right content.
For example, informational keywords should be inserted into your blog articles, while ones with the commercial intent are perfect for your product pages. In 2020, writing both for humans and search engines will be more important than ever.
4. Communicate with Customers Naturally, in Real-Time
Customers expect businesses to answer their questions fast. That’s how you will position yourself as a credible brand and, above all, build firmer customer relationships.
One of the best ways to do so is to use direct messaging. With messaging apps like WhatsApp, Facebook Messenger, and Viber, and private messages on social, you will make your interactions with customers more natural and friendly.
Many businesses also use chatbots to humanize their user experiences through engaging conversations with customers. Above all, bots can provide customers with real-time support, irrespective of customers’ time zones. Sephora’s Messenger chatbot, for instance, answers customers’ queries instantly and even asks them questions about their product preferences so it can recommend the right products.
5. Understanding the Language of Gen Z is Crucial
There is a new generational cohort entering the marketplace – 61 million people called Gen Z. They’ve already outnumbered Millennials and they’re expected to make up 40% of all customers in 2020.
Keep in mind that they’re digital natives. Technology is an inseparable part of their everyday lives. Stats say that 96% of Gen Z own smartphones. More than 50% of them spend more than 10 hours daily on electronic devices.
Related post: 15 Must-Have Mobile Apps for Digital Marketers
If you’re striving to connect with Gen Z, you need to understand their values and preferences. Gen Z is quirky and socially conscious.
They focus on diverse, recognizable, and authentic brands. Moreover, they appreciate natural conversations. So, no matter if you’re creating email campaigns, building social media presence, or creating website content, avoid overly promotional marketing approaches and focus on humor and transparency.
Ready to Level Up your Marketing Strategy in 2020?
In 2020, customers will remain the heart of your business. Unsurprisingly, this year’s digital marketing trends will be more customer-centered.
They’re focused on understanding customers’ needs and delivering targeted user experiences. Paradoxically, with the rise of customer-oriented approaches, marketing will also become more automated.
Artificial intelligence tools like chatbots will streamline your activities and help you increase customer satisfaction.
Sophia Smith is a freelance graphic designer by day and a lifestyle blogger by night who loves to cook, drink coffee and create all things beautiful. She loves sharing meaningful content that educates and inspires people. Over the years she wrote pieces for Women Love Tech, Legal Reader, Monterey Premier, Life Goals Mag, Sivana Spirit, Bonvita Style, Carousel and Cause Artist.