The end of another decade is upon us; we’re staring straight into the roaring 20’s all over again and a year’s worth of 20/20 vision jokes. The end of the year can be an overwhelming time but it’s also the perfect time to be looking back on how far we’ve come and what’s next for digital marketing.
Each year, it can be difficult to notice the little changes that happen but, when you look at the big picture of the last decade, those incremental changes have really snowballed to create a digital marketing landscape that looks extremely different to the one of 2009. Facebook, the king of the social media world, only had 360 million users at the end of 2009 — now, at the end of 2019, they have 2.5 billion users.
Hindsight is a wonderful thing, but it’s time to focus on what’s coming up so that you can decide where you will focus your efforts in 2020.
#1: Video content
Videos are dominating the digital landscape at the moment and it’s only going to grow. Both traditional videos uploaded to social media sites, websites, embedded in emails, as well as videos via the stories features on apps such as Facebook, Instagram, Snapchat, Tik Tok are growing.
According to a Google study, 70% of B2B buyers and researchers watch videos on their path to purchase. Videos are a great way to raise awareness but they are also excellent for giving your customers an in depth look at your business, 360° view of your products and services, how-to guides and more. When it comes to using the stories feature on social media, they’re perfect for boosting engagement with your audience, giving them a peek into the behind-the-scenes of your business and updating them with raw, authentic content that helps them to get to know and trust you.
Expect to see even more of this in 2020, with platforms creating more intuitive video services and giving you more opportunities to reach your customers where they are.
#2: Conversational marketing
As the younger generations grow up and join the workforce and begin to have their own money to spend, they also bring their digital native view on how things should be working. Millennials and Gen Z are setting the bar — it’s up to businesses to try and keep up.
One of the biggest shifts they’re driving is that of conversational marketing. Once, there was the expectation that chatbots would take over the human aspect of customer interactions, now it’s less of a battle between the two and more like a harmonious arrangement to get the best of both worlds and to make customer conversations the best they can be.
According to this report, 42% of people expect and immediate response (within 5 seconds), and 36% expect a response within 5 minutes. Expect to see more and more businesses finding the balance between human and chatbot interactions to give speedy but accurate, personalised and intuitive responses in consumer conversations.
#3: Email marketing
If the game is to outwit, outplay and outlast, email marketing is the ultimate survivor. Despite plenty of bright minds trying to ring the death knell, email marketing has continually come out on top and it will continue to do so right into 2020. The argument that millennials don’t like email marketing has been blown out of the water too — 73% of millennials prefer communications from businesses to come via email.
Each year finds email marketing fighting a new battle and this time, there’s a big focus on design. Playing into the conversational marketing trend, audiences want emails they can interact with, that are personalised to their needs and are automated.
Automation is increasingly important: triggered emails generate over 75% of email revenue, rather than the more traditional one-size-fits-all campaign. Being on top of your game and setting up automation for your emails in 2020 will really pay off.
Smooth customer experiences
No matter which trend you really try to latch onto in 2020, the underlying theme is creating a great experience for your customers. They want answers, they want solutions and they want to have positive interactions. If you can deliver them through your content marketing, you’ll be leading the way.
If you’re ready to start leading the way in 2020, Incredible Communications can help. Email us at http://www.incrediblecommunications.com.au/#contact or call 0414 711 107.