Guest Contribution by Steve Conway
The internet has almost turned the world into a digital village, connecting people from different continents. It also means that businesses large and small can compete on an equal playing field. You can promote brand awareness or your services to literally everyone at the touch of a button. And digital marketing has an excellent ROI, potentially selling your product or services to more people for less money than anything else.
Here are 3 digital marketing trends to keep an eye[1] on in 2020.
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Technology Makes Personalization Possible and Affordable
Personalization is considered the future of digital marketing. First, customers are demanding it, because they have so many other options. One survey found that eighty percent of customers are frustrated if they aren’t seeing tailored content. Second, businesses stand out when they offer good personalized products and services.
Work with a digital marketing agency [2] that can make data-driven decisions when offering personalized discounts, ads and landing pages to your customers. If personalization is too much, they can still help you with market segmentation. This is a cheaper way to tailor content and ads to the customer’s wants and needs, while it shows that your company understands the customer.
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Increased Focus on Customer Retention
Digital marketing is shifting from new customer acquisition to customer retention[3]. The main reason is economics since it is cheaper to keep a current customer than to try to recruit a new one. Another variation of this is improving the conversion rate in the sales funnel. They’re investing in data collection and analysis so that they get more sales out of the people who visit their website.
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The Impact of Talking to Our Devices
Voice search is transforming the way people interact with content and how they look for information. It’s also changing the relationship we have with our devices
Voice searches can be everything from informational queries, requests for directions to the destination, or a command to their home automation system. And it may be an order for more items they’ve purchased in the past. People may be making these searches while working in the kitchen or talking to their phone.
But the nature of voice searches also tends to be different. For instance, voice searches are more likely to be local search than general web queries. Furthermore, these searches tend to be further down the sales funnel, since people are asking for service providers or items they need right now.
The growth of voice search is altering the artificial intelligence behind the search engines, too. You can’t just rely on keyword density. Instead, you have to rank well for the exact question customers ask, while content ranks higher if it matches customer intent and has good semantics. This is forcing businesses to list questions customers may ask followed by an answer to count as having good SEO.
Your business must stay on top of digital marketing trends in order to remain engaged with your customers and keep up with the competition. Use tools and services that can help you meet these shifting market trends and improve the ROI of your marketing budget.
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