“In this world nothing can be said to be certain, except death and taxes.”
Ben was a smart man, for sure, but we’d add one more thing to his list: change!
Marketing, for example, is evolving faster than ever. Part of our job at BARQAR is to stay on top of the trends shaping our industry, to help businesses like yours generate higher quality sales leads. Nurture business relationships. Strengthen your reputation. And build a healthier bottom line.
As we mentioned in this earlier post, the digital marketing revolution is already here. What’s hot for 2020? Below, we list the top 10 digital marketing trends that need to be on your radar:
- Video marketing. It’s the most viewed content on social media. It can improve search engine rankings, especially on Google. And marketers who use video grow revenue 49% faster. Video grabs audiences by the eyeballs, making it an ideal choice to capture attention, educate, persuade, and convert.
- Programmatic advertising. Programmatic is an advertising model that uses customer data, rules-based bidding, and technology (machine learning and AI) to post online ads in the right places, helping optimize visibility and conversions within budget. It makes ad buying easier, more flexible and more targeted – and it’s revolutionizing digital advertising.
- Chatbots. From virtual assistants to live chat, these automated conversational bots use rules and machine learning to answer customers’ questions, resolve problems, and more. As customers’ service expectations rise and more business is conducted virtually, chatbots will become increasingly important in streamlining communications, enhancing customer experience and improving operational efficiency.
- Transparency. More and more, businesses are sharing with the public information that has traditionally been private – facts about their growth and performance, pricing, hiring practices, and more. Businesses are embracing transparency because of the marketing benefits it confers: breeding trust, reducing unfairness and inequality (for customers or employees), and encouraging honest feedback to improve products, services, and customer experience.
- Measuring customer behavior. Reviews. Blog comments. Focus groups. Google Analytics. These days, modern marketers are using every tool at their disposal to measure, understand, predict, and even influence consumer behavior. The reason is simple: The better they understand their customers, the easier it is to acquire and keep them.
- Increasing page speed. According to Google, 53% of mobile site visitors leave a page that takes longer than 3 seconds to load. Page loading time does more than just ruin user experience; it can ruin a company’s bottom line. In 2020, savvy marketers will do everything possible to decrease web page load time – and increase conversions.
- Market segmentation. As user data availability and quality increases, businesses can use this intelligence to make smarter marketing decisions. By dividing the target market into smaller groups (based on demographics, personality traits or behavior), businesses can increase sales, improve products/services, and engage better with their prospects and customers.
- SEO A/B testing. Google’s increasing reliance on machine learning and AI, coupled with its notorious lack of transparency, is making it harder than ever to understand what the search engine wants from a particular site. SEO A/B testing allows companies to systematically test “control” against “variant” groups of pages – and ultimately help sites rank better in the right types of searches.
- Messaging apps. With over 5 billion combined active users, the top messaging apps provide tremendous opportunities for marketers who leverage them properly. In 2020, more businesses will experiment with platforms like Slack, Facebook Messenger, and Snapchat to engage with customers and prospects, deliver targeted content, partner with powerful influencers, and more.
- Micro-moments. Google coined this term to describe the moment when a searcher grabs their smartphone to act on their need to learn something, do something, discover something, watch something, or buy something. Smart marketing pros will become micro-moment experts to influence consumers’ decision-making process during this brief, yet critical phase of the customer journey.
Over the next several months, we’ll be exploring each of these trends in more detail in our blog –explaining how your business can capitalize on then to engage with your audience, amplify your message and grow your bottom line.
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