Digital marketing trends you need to know about in 2020
Digital marketing offers incredible opportunities for businesses to reach out to new customers, to communicate and engage with clients online and to maximise ROI. If you’re looking to put your small business on the map with a revamped marketing strategy, here are some digital marketing trends you don’t want to ignore any longer.
Video marketing has taken the world by storm. If you’re not already using video content to promote services and products, now is the time to embrace this technique. The human brain processes visual content 60,000 times faster than text, and videos are also more memorable and engaging. Crucially, for businesses, social videos are also shared 1200% more than other types of content, and they are becoming increasingly popular. By 2021, it is estimated that the average person will watch videos for 100 minutes a day.
Video marketing is also essential for keeping up with competitors. Of the 99% of marketers that currently use video, 95% will increase their budget for video marketing in 2020.
Omnichannel marketing is often confused with multi-channel marketing. The key difference lies in the integration of omnichannel strategies. Omnichannel marketing is designed to bring different platforms and techniques together seamlessly. A successful setup will enable a customer to enjoy the same experience of shopping, regardless of whether they’re using an app, a tablet, a laptop, a telephone call or they’re visiting a physical store. Your website, social media channels and mobile marketing strategies should all work together.
Creating a positive customer journey
Customers usually progress through a series of points before making a purchase. As a business owner aiming to increase sales, it’s crucial to understand the value of providing a positive experience and encouraging clients and shoppers to keep moving through the funnel. Mapping the journey, analysing data, evaluating information and adapting the way you work to iron out weaknesses and make improvements can help to create a robust, effective customer journey map. To design your map and implement an effective strategy, follow these steps:
- Outline your main objectives
- Create an ideal buyer persona
- Get to know your customers
- List all your contact points
- Fill out your map to clarify all the points you want to show
- Identify resources you can use
- Take the journey yourself and make notes
- Change, adapt and modify the map to improve the experience
Chatbots and messenger
Consumers are used to living in a world where it’s possible to achieve and enjoy instant results. It takes a second to book a table, reserve a room or buy a new TV, for example. For businesses, staying in touch with clients is essential, and people expect responses quickly if they send a message or they have a question. Chatbots and instant messaging are fantastic features for companies, as they enable you to engage with customers and convert leads long after you’ve closed for the day. Poor customer service can be costly. Studies show that almost 90% of consumers have switched to a different company after a negative experience.
All customers like to feel like a VIP. Customer service is critical in an age where reviews carry a lot of weight and consumers want to enjoy an experience. Personalisation is an excellent way to promote your brand, to generate and convert leads, to enhance your brand image and to separate your business from the crowd. Simple touches like adding a name to email subjects, offering exclusive deals on a customer’s birthday, and making recommendations based on previous purchases or interests can all make a huge difference. Statistics suggest that 91% of customers are more inclined to shop with brands that offer personalised discounts and recommendations. Data from Experian also highlights the benefits of using personalisation. Emails with personalised subject lines produce transaction rates six times higher than those without personalisation.
Quality over quantity
It can be tempting to assume that the more posts you share or the more emails you send, the higher the chance of converting leads. In reality, quality is much more important than quantity. Focus on creating original, high-quality content and avoid bombarding customers or social media followers with messages.
Purpose-led business is increasingly influential within the contemporary landscape. It is becoming more commonplace for companies to look for ways to support causes, to contribute to communities and to take steps towards making a positive impact on society. Research conducted by Accenture revealed that 63% of consumers would rather shop with a brand that stands for a purpose. Purpose-led businesses are also a more appealing option for employees, especially millennials. A survey carried out by PwC indicated that millennials that have a strong connection with the purpose of the company for which they work are more than 5 times more likely to stay in their jobs.
Keeping up with digital marketing trends can help you increase sales, expand your reach, improve customer engagement and service and enhance your brand image and reputation. If you’re not familiar with the trends mentioned in this guide, now is the time to refresh and modernise your strategy and reap the rewards of cutting-edge digital marketing.