As every year, the network is full of gurus honing their senses to the most innovative methods to apply to achieve visibility and sales. Talking aboutdigital marketing in 2020,today is like referring to the elixir of eternal youth centuries ago. If you want to know what the latest news are within this avant-garde area of that 2020, keep reading.
Would you like to implement thesedigital marketing techniques for SMEs? maybe you’ve come to the right place.
A digital marketing agency like ours is always concerned about new techniques that come to market to sweep away. For two reasons.
The first because our clients never have large marketing budgets and we have to strive to achieve efficiency, and use new techniques that allow us to go one step further and be competitive, ahead of competitors. And the second and most important reason, because each SERSEO consultant has a “ growthacker ” in their genetic code.
But let’s take into account some preliminary indications first:
- We are witnessing a product saturation without differentiation. What does this fact imply? Well, we can find the same product in different spaces or channels. This situation leads us to develop a strategy capable of differentiating ourselves through agood brand experience.
- On the other hand, more and more we are going to evolve towardsvideo content. New formats such as ” Youtube Bump ” can greatly improve a company’s brand and attract traffic to qualify later in the sales tunnel.
- In addition,native advertising willbe promoted , which allows greater interaction and user experience between brands and potential customers.
- Likewise,influencer marketing willemerge through micro-influencers. And we are very happy about that. We were tired of the typical “influencers” with thousands of “bought” followers who deceived advertisers. For years our company has been looking for small thematic “micro influencers”. More economical and effective.
- All of this advertising and underlying content will be better aligned within a contextual marketing that fits perfectly with our method of qualifying customers.
Let’s get to the point. In this case, we are going to stop at those techniques that will emerge in this incipient 2020. Next, we delve into the techniques that will arrive in 2020 to stay (in theory :-).
1. Artificial intelligence teams up with marketers
It is undeniable thatartificial intelligenceis one of the main protagonists of 2020. According to the Gartner agency, more than 25% of customer service will benefit from this technology.
Thanks to her, we began to envision very interesting models and solutions, such asaudience segmentation,saving timeandoptimizing resources.
Thus, automation, personalization and optimization of the communication flow and brand impact will be promoted. These practices, known for years, but now supported by new technological solutions, will be integrated into any e-commerce strategy in 2020.
This AI is beginning to be seen in some lead capture systems and chatbots, but honestly it is being more profitable in the elaboration of audiences and audiences from the data mining of large companies. Let’s trust the Facebook and Google audiences they create automatically.
2. A watershed moment for SMEs
Do you manage the online marketing of an SME? Adigital marketingagencyfor SMEswill be the key to your campaigns. Thus, they will help you enhance aspects such as social networks or SEO.
SMEs will advocate seekingsmaller niche markets. Being a smaller segment, the investment will be less, but customer loyalty and engagement will be much higher.
The paths you have to take as an SME go towards segmentation in social networks, personalization of messages and the choice of a reduced number of communication channels to fully dominate them.
3. The establishment of programmatic advertising
Programmatic advertising refers to advertising in which you buy audiences instead of spaces. As an advertiser,you choose the audienceyou want to target, taking into account multiple details of their profile such as likes, demographics or connections.
Thus, this type of advertising will spread across platforms, since most companies are increasingly using this technology for decision-making in real time. They will do so taking into account the ad they want to deliver to their customers.
4. Marketing Personalization: The Customer-Centered Culture
If you are a marketer you will be aware that, based on data, you can know what consumers think and want. In this way, you will have to focus on collectingobservations, receivingfeedbackand analyzingdata.
In this sense, the new marketing requires the maximum commitment of company managers to undertake the optimizations derived from a customer-centered culture. We are witnessing a growingempowerment of the user.
5. Without an automation platform you will not advance
In this sense, the use ofcommunication in social networks(WhatsApp and Facebook Messenger) as instruments to attract the public that we will later qualify through a sales funnel. The CRM included in your marketing automation platform will appear as a complement to theemail marketingcampaignsthat will be in charge of qualifying your contact.
What do you think is intended with this? Neither more nor less than to speed up the passage between the interest and the desire of the customer in thecustomer journeyso that the purchase is faster and more satisfactory for all parties.
Likewise,e-mail marketing, messenger marketing and WhatsApp marketingwill complement each other in the process, and it will also adapt to the demands of users with greater interactivity.
The strategies of inbound marketing take center stage. This way you will see how they are applied more in social media and in Google Ads. Do you know what the key is? Segment the audience of your ads according to thephase of the funnelthey are in to provide each one with what is best for them. Being very clear about the design of your company’s sales tunnel, or at least for the main line of business, is a priority for this year. From your sales tunnel you can qualify your contacts until you convert them into customers.
7. Omnichannel marketing is going strong
The various digital platforms that we use are increasingly interconnected. In addition, there is a technology on the horizon that can accentuate this change:5G.
This technology will allow you to work withconsiderably larger formats, both images and video, and evolve towards campaigns of a much more visual nature. At some point, email marketing integration will begin to allow video integration as a standard.
8. The video acquires greater prominence
This unthinkable trend a few years ago has been enhanced thanks to the quality of the videos recorded with the mobile. Thecontent audiovisual and fastis key. It is created due to the great maturity that mobile first acquires for a large part of the companies in the market.
In this area,streamingis already an option that many companies consider, since it provides the immediacy of the live so valued by the consumer. An online session scheduled as a webinar to explain to qualified contacts attracted in previous advertising campaigns, or to your YouTube channel subscribers, can generate more sales for your company. These techniques that are already used by youtuber and sellers of info products with success, will be extended this 2020 in specialized SMEs.
In addition, innovative formats such asvirtual or augmented realityincrease the possibilities of interaction for brands with their potential customers, generating a great impact.
360-degree videos allow users to have an interactive experience, especially in e-commerce as a way to show the product from all possible angles.
9. Don’t leave mobile marketing aside
Smartphones have changed the way we experience technology. What has this new reality brought?It has fragmented the customer lifecycleinto thousands of connections that are logged in real time and from anywhere.
In this sense, the most important thing is that you improve the readability, both of the design and the ability of the text to be read.
If your web presence is not focused on mobile, you are losing competitive advantage. If your company has a website from the year 2006 without updating, it is normal that you do not sell a pepper.
10. Positioning in “voice search” and SmartHome smart assistants
Why? You ask. Because the searches are increasingly specific and aimed at solving very defined needs. Imagine that a user searches on Google for “women’s books”, the first results are those that return a list of women’s books.
It seems like a no-brainer, but it happens very rarely. And, what is more, the demand does not stop at “women’s books”, but goes further and is specified in searches such as “buying women’s books to read on the beach.” All this makes SEO become a broader discipline, and more emphasis must be placed on a strategy of “meanings and general semantics” than keywords as it was until a few years ago.
Some studies conclude that voice searches will account for about 50% of the searches performed.
For this reason, marketers have to be prepared to produce different types of content for the public, with an eye to how they will search for it.
11. Take advantage of micro-moments to succeed
We continually carry out one-off searches, something Google refers to asmicro-moments. According to data from “Think With Google”, when we need to find out something, 96% of us look for the information on our mobile.
Herein lies the importance of anticipating these queries to be present. This will provide theright information at the right time. This is the first step for you to create a lasting relationship with the user.
12. Influencer marketing matures
Theinfluencer marketingwill strongly linked and rooted in the strategies ofmarketers. It will, yes, on horseback of many changes. In this sense, we collect some trends so that you can apply them successfully:
- Influencers will use their networks to expand their power of influence.
- Managing relationships with influencers will be an inescapable part of marketing strategies for companies.
- Collaboration between influencers and advertisers will gain a good dose of trust, clarity and sincerity.
- Influencer marketing will reach adulthood in 2020. How? It will progressively move away from the classic product placement to reach out to campaigns of a strategic nature.
These are the trends and techniques that we envision for this 2020. And like everything else in marketing, when you want to be well positioned and obtain the best results, you must getahead of the competition.
In short, the elixir of eternal youth that isdigital marketingwill live a period of evolution and maturity that is specified in these techniques where SMEs acquire prominence.
The online marketing techniques applied to them are the best bet you can make this 2020 for your company, and if it is LowCost, much better. You dare? It is a challenge, but also a necessary evolutionary change.
