Change is inevitable in the digital marketing world. If you want to get ahead, you need to stay on top of the latest trends.
Chatbots, influencer marketing, SEO, etc., are terms we’re all familiar with. But within these broad concepts, there are a lot of interesting trends emerging.
This article will help you learn which trends are likely to shape the world of digital marketing in the coming years.
Which Trends Are Likely to Dominate the Digital Marketing Space in 2020?
Whether you have a mom-and-pop shop or a big enterprise, you need to have a digital presence. To get an edge over your competitors, here are the trends you should leverage for your digital marketing strategy:
1. Communicate With Gen Z In Their Lingo
In the coming years, Gen Z’s spending power is likely to increase as they enter the job market.
If you want to appeal to this crowd, you need to speak their language.
Here are some of the things that you need to keep in mind if your target market involves this age group:
Let’s get this straight — Promotional tone is dead.
Gen Z can see the marketing lasso you’re trying to throw around them to bring them to your product.
What’s the way out?
Try being more transparent.
That’s more likely to get their attention.
If you’re real with them, they develop a sense of trust.
Respect Their Privacy
Now that we’ve brought up trust, data privacy is particularly important to Gen Z. They want to be assured that you won’t exploit their data. It’s a good idea to highlight the measures you are taking to protect their privacy. You need to reassure them that they can trust you.
Keep Up With Internet Culture
Knowing what kind of content is trending on the internet among Gen Z gives you an idea of their preferred medium, humor, and style.
A great example of modern crisis marketing is the collaboration of the WHO with “Dude with Sign” to raise awareness about coronavirus.
Image via Instagram
Another way to reach out to Gen Z is to promote your brand via memes. While that may be unorthodox, it’s definitely a great way to make your brand stand out.
2. The Popularity of Micro-Influencer Marketing is On the Rise
Small and big, brands around the world are leveraging influencer marketing to grow their businesses.
However, top-tier influencers have discovered how they can monetize their clout with this strategy. Their expensive fees may not be affordable for smaller brands.
That’s why micro-influencer marketing is gaining traction.
Instead of approaching big-time influencers, you can work with micro-influencers to grow your brand. They can help you reach out to a broader audience and boost your engagement.
As a result, your sales can also increase.
Here’s how you can move up the influencer marketing ladder:
You can start with those who don’t necessarily have a blue tick next to their handles.
Once you build a small community of influencers who are promoting your product, you are likely to see growth.
If your sales do well as a result, you can move on to medium-sized influencers if they fit your budget.
3. Featured Snippets Will Be Critical For SEO
Featured snippets enjoy the best real estate of online viewership.
Until recently, SEO experts have been trying their best to figure out Google’s search algorithm to appear as the first result for a search query.
But, the first result doesn’t necessarily need to be the best result.
Google tries to give every user the exact answer to their query. If your content is optimized for featured snippets, then you’re more likely to shape the content on a web page to meet the exact problem you’re trying to solve.
This does not mean that you stuff in keywords as that can negatively affect readability. Your goal should be to help your target audience and cater to the needs of the search engine equally.
4. AI Chatbots Are Likely to Make Customer Interactions Smarter
Conversational marketing is everything.
With many brands like Sephora, Lyft, and Nike implementing chatbots to converse with their consumers, it’s clear — chatbots are here to stay.
What’s more, conversational AI chatbots are likely to help companies provide their customers with superior customer experiences. They can help customers answer complex queries and gauge what they are looking for.
Not only can they help improve customer experience, but they can help with data collection, lead generation, feedback, and more.
5. Personalization and Data Will Be Important For Marketing
When you communicate with a large number of people, giving a one-size-fits-all message is really easy.
But is it effective?
Each visitor has a different experience with your brand. If you want to ensure that your customers are satisfied, you need to provide them with a tailored experience.
If you’ve noticed, ecommerce websites like Walmart show you what you’re more likely to buy based on your patterns. When you offer consumers what they are looking for at the right time, you’re more likely to make a conversion.
With personalized marketing, you can also boost your customer loyalty as well. For this, data-driven marketing will be crucial.
Here’s an example.
Based on their customer data, Sephora predicts the amount of time that a particular product is likely to last for. When a product is expected to run out, they send a reminder email.
In addition to this, they also feature their complementary products and include discount coupons in the emails.
Image via Sephora
As you can see, a lot of exciting things are happening in the digital marketing space.
If you’re feeling short, it is a good time for you to re-evaluate your digital marketing strategy. Younger generations want to interact seamlessly with your brand and you want to give them the best experience.
What do you think about these trends? Please share your opinions in the comments section below.
Shane Barker is a digital marketing consultant who specializes in influencer marketing, content marketing, and SEO. He is the co-founder of Attrock, a digital marketing agency. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.