From personal experience, I can tell you that I would have never guessed that my smartphone would become a priority for me. I remember thinking that Blackberry pin-to-pin messaging was a disease. Now, I can spend hours upon hours browsing idly through my Instagram feed. Well, the joke’s on me, right?
The same goes for businesses. Most were limited to operating from a storefront or office, and they could only rely on printed or TV ads, and local networking to get customers. Today, however, the world is any business’ oyster. And digital marketing is the magic wand that makes it possible. But that doesn’t mean that it’s easy.
Digital marketers are facing new challenges every year. The interaction between businesses and prospects or customers is evolving as new devices, apps, and social media platforms become available.
The end of the decade brought the time, to sum up, what this ever-changing industry has in store for 2020.
Here are three marketing trends to keep an eye on this year.
1. Paid voice search
Voice search advertising has been on most marketers’ radars for a while now. However, the use of smart speakers and voice assistants has gained momentum in the last couple of years.
So, adopting digital marketing strategies to increase your businesses’ presence in voice searches will soon become a necessity:
And don’t forget about the benefits of paid voice search for local businesses and ecommerce sites: 75% of people who own a smart speaker perform a search for a local business weekly and 53% of them do it every day. More than 20% of voice-based orders are for groceries. Voice-based purchases are expected to increment to $40 billion in 2022.
Source for the above-mentioned stats: QuoraCreative
But how can your business take advantage of this new advertising niche?
By establishing a solid strategy for voice engine optimization. To get ahead of the game, you need to understand how your audience asks questions. Check out the details below. Adapt the tone of your written content: Question words are widespread among search queries. That is, How, When, Who, Where, When, and Why. Most people use question-based keywords when implementing voice search. So, adding these words to your written content can put you in the spotlight quickly. Focus on long-tail keywords: When asking smart speakers and voice assistant questions, users tend to speak naturally. That’s why voice searches tend to be more specific. Instead of using “cheap hotel in Vermont,” a person would search for “What is the cheapest four-star hotel in Vermont?” – using long-tail keywords will allow you to rank better for voice searches. Use Schema Markup: This lets you contextualize your content and helps search engines understand exactly what your content is about.
Guy Sheetrit, CEO and Co-founder of Over the Top SEO, predicted the increasing importance of voice searches last year.
When asked about SEO trends for the near future in an interview for Brandwatch, he mentioned that,
“The combined growth of voice search and the ability of Google to deliver a specific answer to a search query… is going to have a significant impact on how much exposure your website gets.”
This has been slowly but surely turned into a reality. And the ever-growing popularity of smart speakers will just make it more prevalent as time goes by.
2. Interactive content
We’ve all heard the saying “Content is King”. And yes, informative blog posts, killer copy, or social media posts should continue to be key parts of your content marketing strategy. However, they are slowly being outpaced by interactive content. And it makes sense.
In a world where we are bombarded by information right, left, and center, audiences have become more and more demanding about the type of content they’re willing to consume. They expect content to be engaging, relevant, and accessible via any device they use. And they expect this 100% of the time.
I asked Shreetit about the impact of interactive content to which he said,
“If you’re not optimizing your digital marketing strategy with interactive content, then you’re already losing customers.”
“For any business to succeed in 2020, it needs to keep up with what users are craving. And interactive content is one of the most innovative ways to consume information.”
We’ve been using interactive content for a while. Think about online quizzes, surveys, and social games.
However, as technology advances, so does the way users want to experience the world. Investing time and money on incorporating interactive formats to your digital marketing strategy can have tremendous payoffs. To do so, include some interactive infographics, white papers, case studies, or ebooks. But why is interactive content a trend for the start of the new decade? Why should you invest in interactive content now? For starters, it’s proven to positively impact KPIs. Interactive content helps increase brand awareness and its connection with users by way of branded experiences. Because it is immersive. Prospects engaging with a brand through interactive content tend to spend more time on a business’s website. It also increases page views, boosting engaging metrics, increasing time on site, and decreasing bounce rates.
Not sold on it just yet?
Check out these figures: Interactive content generates double the conversions when compared to passive content. Over 90% of B2B prospects prefer interactive content over static content. It is 93% more effective than static content.
In the era 2.0, where the average users’ attention span is eight seconds or less, keeping potential customers engaged may seem like a herculean task. Consumers are exposed to so much branded content that it can be nearly impossible to stand out from your competitors.
The good news is that it doesn’t have to be. Planning and implementing an interactive content strategy can help you cross that bridge, effectively closing the gap between traffic to your site and conversions.
3. TikTok advertising
TikTok is not new. However, its increasing popularity is. It was launched into the international market in 2017 and last year it took over musical.Ly. A smart move that eased its way into the American teen and tween market.
But what exactly is this social app about?
The concept is rather simple. Users can create short videos and edit them to add filters, effects, and other features. They can then share them on TikTok’s platform or other social media.
And believe me, this single concept has taken the social-media-sphere by storm:
The outreach potential for this app is enormous. If you want to benefit from what TikTok has to offer, I suggest you consider the following tactics.
Create a brand TikTok account
If you create a brand account, you can take advantage of hashtag challenges. These are hugely popular within the platform and will give you a chance to leverage user-generated content. This type of content has become invaluable in today’s marketing world and it’s a nearly foolproof way to reach your audience. Not to mention TikTok’s format has a huge potential for virality. Another way to increase your brand’s presence is by utilizing branded lenses. They are the equivalent of Snapchat or Instagram’s 3D filters. With TikTok, your brand can also create posts with 2D and Augmented Reality (AR). These filters bring a significant level of user engagement by letting your audience actively interact with your products. Partner with an influencer – someone who already has an established audience
In this case, you need to make sure their demographic and type of content coincide with your target audience and brand. You also must evaluate their engagement metrics to ensure a successful partnership. Use its paid advertising features
TikTok introduced its biddable ads feature earlier this year and it currently only has one ad type – the in-feed video ad. The platform allows you to target these ads by age, gender, and geographic location (to state level). And, the developer has stated that more granular segmentation will be available soon. You can also create customized audiences by manually adding a CRM list, and whitelist or blacklist specific audiences as well.“As soon as I realized the potential TikTok had, I knew it was an app that could add enormous value to any marketing strategy” Shared Guy. “I wouldn’t be surprised if TikTok changes the digital marketing world entirely and end ups displacing Snapchat.”He also said it was a sure-shot way to gain some track within the teenager and college-age demographic. If they’re your target audience, this is your shortcut to boost your exposure.
To sum it all up…
Keeping up with the ever-evolving digital marketing industry is no easy feat. Things tend to change at the drop of a hat. However, if you stay up-to-date with trends and follow what the experts are buzzing about, you can stay on top of your business’ digital marketing strategy. Adapting it to the shifting online environment to benefit your brand is key to stay ahead of your competitors.
Pius Boachie is the founder of DigitiMatic, an inbound marketing agency.
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