The
year 2019 has come to an end, and you know the drill. After you badger yourself
over what goals you didn’t accomplish, you’ll probably move on to drawing up
some new resolutions to work on this next time around.
Of
course, in the midst of that, you’ll want to know what marketing in the year
2020 will look like for your small business.
Here’s
the thing… Instead of new digital marketing tactics coming into play, 2020
brings us an improvement and increase in those that we are already familiar
with. If you’ve been putting off methods such as AI or influencer marketing,
now’s the time to get on the bandwagon.
What Will Marketing in the Year 2020 Look Like? 9 Digital Marketing Tactics
to Consider
There are many digital
marketing tactics that are expected to take the forefront in the year 2020.
Let’s look at 9 of the most important ones.
1) The Continued
Rise of AI
Now that artificial intelligence (AI) is here, it’s only going to grow and improve. According to alliedmarketresearch.com, AI is expected to have a compounded growth rate of 55.6% annually.
It’s being used in every
industry and in creative new ways every day. When we look at it just in terms
of digital marketing, we can see that it’s being utilized in the following
ways:
AI is changing how we
interact with our consumers. In turn, that is impacting our content, our
marketing, and our understanding of our audiences.
Chatbots are probably the hottest topic in the AI world right now. In fact, it was projected that 80% of businesses would integrate some type of chatbot system by 2020. You’ve probably noticed that to be true as you browse the web yourself.
The right way to use AI
in your marketing is not to try to replace the human aspect of marketing but to
personalize and enhance the customer experience.
2) Decreased
Importance of Guest Posts
On March 1, 2020, Google is going to be devaluing guest posts. They’re moving to a “hint” system for links and have opened up some new attributes (similar to the no-follow attribute) for sponsored and user-generated content. This means that guest posts aren’t going to cut it anymore for off-page SEO.
Diversifying your link-building
approach beyond guest posting is going to be one of the most essential digital
marketing tactics in the coming year. One way to do that is with content
marketing that includes original research because it provides unique and fresh value
on the internet, giving people a reason to link to it.
When you can provide real data that isn’t recycled, you’ll earn links and social shares. You can use the Google Marketing Platform to guide you in this practice.
3) Increased
Importance of CTR
Google wants your
content to catch attention; therefore, their algorithm is now rewarding higher
click-through rates. Think about it from your own perspective… When you perform
a Google search, you glance at the results that come up and you pick and choose
which ones you are going to click on.
By discovering which pages on your website have a lot of impressions but not a lot of clicks, you can optimize the meta details on the pages that can benefit the most from an improved click-through rate.
4) Position Zero at
the Forefront
As more and more people
use voice search and the internet on the go, the way we search
is changing. Admit it, we want the answers we are seeking now; we don’t want to
comb through a list of results.
That’s where featured
snippets and position zero come in. That’s why one of the most important digital
marketing tactics is to work on getting your content to be that featured
snippet Alexa spouts out when giving someone the answer to their question.
Optimizing
for position zero is different
from optimizing for position one. It takes a different approach, so it’s
essential that you learn how to do it to be ahead of your competition.
5) Influencer Marketing
on the Rise
Influencer marketing is
one of the best ways to get in front of an audience that is chomping at the bit
to learn about products and services like yours. The trust they have in their
influencer turns them into raving fans, which is what makes it possible for
them to be influenced.
If you aren’t already
engaging in influencer marketing, 2020 should be the year you start. And don’t
just look for influencers with the biggest audience. Sometimes influencers with
smaller audiences are the ones who have a more intimate and well-developed
relationship with their fans.
For example, micro-influencers (those who only have about 10-50K followers) receive 41.7% higher engagement rates than those who have 500K-1M followers.
6) Personalization
on a New Level
We know, we know… You’ve
been hearing about personalization for years now, and it’s getting old. While
that may be true, it’s still more relevant than ever. The fact of the matter is
that you need to be putting an emphasis on personalizing your marketing or
you’ll lose out to those who are. It’s one of those digital marketing tactics
that will probably always remain top of list.
Consumers have become so familiar with personalization that it is absolutely expected. In fact, 51% of consumers expect their needs to be anticipated. One of your biggest goals for marketing in the year 2020 should be to amp up the quality of personalization.
7) Remarketing
Campaigns for Better ROI
If you’re doing PPC
advertising but not using remarketing
campaigns, you are spending more
money to get lower results. In marketing, we know that it generally takes
several touches for people to make a purchase, so showing your website visitors
ads once they leave your site is one of the best ways to land new clients.
According to a Criteo study, website visitors are 70% more likely to convert when they are remarketed. Fortunately, remarketing campaigns don’t cost much and they are highly effective.
You can even set up remarketing campaigns in many email marketing platforms these days so that you can send contacts that perfect email at the perfect time.
8) Multi-Touch
Attribution for Better Accuracy
If you’re engaging in
multiple digital marketing tactics, then it is essential that you know which
tactics are getting you conversions. Otherwise, you’re wasting a lot of money
and effort on things that aren’t getting you results.
Plus, consumers
are all over the place. They are jumping on their phones to research
products they saw on TV and then completing purchases on their desktops. And
then, there are voice search purchases.
Previously, this was a
difficult feat and conversions were either credited to first-touch attribution,
with all credit going to the first interaction the prospect has with you, or
last-touch attribution, where the credit goes to the last interaction.
Fortunately, we now have multi-touch attribution, which is much more accurate. A total of 32.9% of multi-touch attribution users have twice the ROI of single-touch users, so it’s time to get on the bandwagon.
9) The Shift from
Google Analytics to Google Data Studio
Online marketing and
transactions are extremely complex these days. Here’s just a snippet of what it
looks like…
In this landscape, Google Analytics can’t always keep up. Google Data Studio, however, does a much better job of integrating data from all of these different channels and digital marketing tactics so that you can get a more accurate picture of your online business.
In Conclusion
So, there you have it! The top 9 digital marketing tactics that are
shaping marketing in the year 2020. Just keep this in mind: Although it’s
important to stay relevant and up to date with regard to the tools and methods you
use, you also need to be sure those you choose are in line with your overall
strategy.
Instead of trying all the
digital marketing tactics in this article to see what works, carefully consider
which ones will work for your audience and budget. Then, implement those accordingly.
Want help choosing the
best digital marketing tactics for your company? We do just that by first
taking a deep dive into your strategy. Contact
us for a free consultation today!
At Viral Solutions we are committed to seeing your business succeed. It is our goal to grow your business with proven digital marketing strategies that will help leverage your business for the long haul, no matter the industry.
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