Technology is rapidly changing, as is digital marketing. With constant updates, changes to algorithms, and new strategies and techniques, we have to be vigilant to stay on top of our game.
As we enter the third decade of the new century, here are the digital marketing tools, techniques and strategies to watch in 2020 and beyond!
The Tools Are Changing
More business intelligence tools are becoming available and we’re taking notice. These tools are packed with functions not always available with Google Analytics. By automating repetitive processes and compiling data that would take a long time to do manually, it will be possible to reduce the time needed to gather, compile and manage marketing data. These tools can also guide marketing practices and ensure that nothing is missed, overlooked or forgotten. Google Analytics is great, but in 2020, you will see more companies adopting different business intelligence solutions, from paid ones to free ones like Google Data Studio.
Over 50% of searches in 2020 will be voice searches as we become more comfortable interacting with voice-activated devices according to ComScore. Introduced by Google in 2011, voice search was just a novelty. However, improvements in speech recognition have thrust voice to the forefront of search marketing.
The Rise of the Chatbot Will Continue
Companies will continue to use chatbots, which are basically a type of interactive “FAQ” software that can communicate naturally with website visitors answering their questions in real-time. Hiring a person to monitor and communicate with visitors can be expensive, but chatbots automate the process and can save time by helping customers make decisions more quickly.
Online Video Will Continue to Explode
Online video will continue to grow, and social media video will lead the way. People’s attention spans and the way we consume information has changed. This is why content formats like Stories and Reels are popular. These time-restricted videos are short, authentic and engaging and can hit multiple emotional cues. This trend will continue. In fact, a recent Hootsuite report found the 64% of marketers either already have, or plan to incorporate Instagram Stories into their marketing strategy.
Automation and the continued evolution of social media channels will drive marketing in 2020 and beyond. Watch these trends and adjust your digital strategies and you’ll drive more business in the coming year.