2019 saw greater usage of a number of technologies that are transforming the way consumers receive content and how companies are better able to use it to expand their marketing reach. With 5G mobile technologies continuing to emerge and voice-activated devices making it into more and more homes, 2020 is destined to see enhancements to a number of digital marketing methods. Below are 7 of the top Digital Marketing Trends excelerate Digital is keeping an eye on in 2020.
- CTV & OTT
- Voice Search Optimization
- Personalized Content
- Live Content
- Social Messaging
- Data & Security
- Digital Audio Advertising
Connected TV (CTV) and Over The Top (OTT) will continue to displace traditional television in 2020 as more consumers step away from cable or satellite companies and into the rapidly growing arena of streaming television options that enable users to see what they want, when they want it, and only the programs that interest them. Studies have indicated that consumers are willing to accept advertising within their programs in exchange for being able to access the content, leaving the door open wide for marketers. The placement of interactive ads within these options and increased product placement in livestreaming channels will be the big wave for this year, with approximately three-quarters of all households in the U.S. now possessing televisions that connect to the internet.
At the end of 2018, it was predicted that about half of all internet search queries were going to be conducted by voice within a year. 2019 didn't disappoint marketers turning to voice search as it brought advancements in both popular forms of the technology and consumers looked for new ways to add the ease of voice activated devices to their lives.
Bolstered by the continuing development of artificial intelligence, smart search devices such as Amazon's Alexa, Apple's Homepod, Google's Home, and Microsoft's Cortana are leading the pack with devices designed to provide instant information for the asking. Already, 61 percent of consumers age 25-64 who participated in a PwC survey are planning to use their voice devices more in the future, with 57 percent of consumers in the 18-24 year old age bracket also joining in on this plan. 34 percent of people who don't already use a voice assistant are planning to purchase one.
Voice search optimization is the other wave being made by digital marketers. A 2019 ComScore survey revealed that about half of all online searches are conducted by voice now, and in 2020 about 20 percent of all searches will be screenless as well, fundamentally changing the way people interact with brands. Brands are taking advantage of the march toward more voice activation by turning to natural language Search Engine Optimization (SEO) with a focus on long-tail keywords.
In 2015, it was predicted that -- by 2018 -- companies investing in personalized content capabilities would outsell those who weren't by 20 percent. By 2016, 80 percent of companies who used personalized content stated that it was more effective than outbound marketing that wasn't personalized at all. By 2017, nearly half of all marketers found personalized content to be an effective way to reach their customers.
So what's new with personalized content for 2020? More livestream and video content to go with the consumer preference of watching rather than reading (YouTube is predicted to be the top place for video marketing content); results-focused marketing that is based on the consumer's selections; and content creation that is based on user search and intent. Interactive content seen in 2020 will likely come in the form of shoppable posts, 360 degree video, and quizzes and polls to keep the consumer engaged with brands.
While social messaging apps have been around for a while, expect to see more brands turning to these apps as a way to communicate with their customers in 2020. These apps give the customer a direct and convenient link to the companies they're reaching out to, as well as giving companies a highly personalized channel in which to provide service to their customers.
It has always been important to be transparent with consumers, as it provides a strong foundation for building consumer trust in your brand. However, since the advent of the General Data Protection Regulation (GDPR) in 2018, the way you handle customer data is not only vital for developing trust, but also vital for maintaining compliance with the regulations. Look for more companies to be focused on finding ways to fine-tune the data collection side of marketing in 2020.
The increased use of streaming music services and smart speakers has evolved digital audio advertising over the past year. eMarketer estimates that it will be the first time that US adults spend more time listening to digital audio than radio. What does this mean for Digital Marketing? As time spent listening to streaming music services and podcasts grows, so to will advertising. Audio advertising is both effective and efficient. Audio ads are less likely to be skipped, have a high share of voice, and are cost efficient in terms of production.
Want to get the most out of your digital marketing in 2020? Let us help. Contact us at 866-530-2729 today.