Digital marketing has become an
essential part of every brand's marketing strategy so that it can build a
presence among its target audience. Furthermore, it is constantly changing with
technological progress and innovation. As we step into a new decade, let us
take a look at the digital marketing trends that are shaping the world of
online marketing in the coming times.
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1) Streaming Video Ad Engagement & Vlogging taking 2020 by storm
According to the IAB's 2019 Video
Advertising Expenditure Report, streaming video advertising is required to
happen in 2019, and the trend is likely to continue until 2020. Digital budgets
have increased by about 25 percent in a year due to an increase in customer
viewing habits.
Online viewers pay more attention
to both advertisements and content when watching educational videos. In
addition, viewership of videos on social networks, websites, Facebook Live and
Instagram Live is 3x that of live videos, compared to those that are not live.
As discussed above, the videos
are particularly live, involving a wider audience than other mediums. Thus, it
explains the unstoppable success of channels like YouTube, Instagram Stories
and Snapchat, video blogs.
Vlogs gain an edge over other
types of video content such as short films and interpretive videos because of
their ability to connect directly to viewers. The tone is direct and addressed
to the viewer, creating a more personal and direct connection with the audience.
Video marketing and vlogs continue to grow and diversify globally. The time of
2020 gave importance to video advertisements and digital marketing purposes.
2) Interactive content & emails
According to experts, ninety-one
percent of consumers search for more interactive content online. And, with this
concept in mind, the year 2020 is likely to draw their attention to what they
want. AR / VR, quizzes, 360-degree videos, etc. are just a few of the many
examples of online interactive content.
Email marketing is still one of
the best channels in the digital marketing domain. However, it is observed that
ROI is slowing down. Instead, to let it go, digital marketers are replacing it
with a new approach and look. There is a rapid decline in plain-text email and
newspaper. They are being replaced with vibrant, pixel-perfect emails that look
attractive and interactive. Launched in 2019 and continuing into 2020, emails
designed for this purpose not only look but act like web pages that have
clickable links and interactions to improve the conversation.
3)
Other social media channels taking the stage
Facebook shows a decline in
revenue, despite its popularity and high earnings. Similarly, Twitter is also
stabilizing. Even though they remain part of some essential digital marketing
tools, alternative social media channels are growing at a fast pace. Social
media channels such as Pintrest, Medium, Snapchat, and Reddit are new places
for marketers to interact and connect with their brands connecting with
millions.
4)
The growing popularity of social media influencers
Influencer marketing has been a
popular digital marketing trend for some years. Now at a stage where it has
grown to become a preferred and viable medium for building a network, big-shot
influencers are thriving on this business model. Not only that, with a massive
follower base, all types of brands include them as a part of their digital
marketing strategy so that they can engage with a larger customer base. The
impact of social media is now considered a commodity. Whether the brand is a
big brand or a small one, it is ready to leverage the power of mass followers
that influencers bring with them. Effective marketing is expected to see
continued growth in popularity in 2020.
5)
Content Experiences shape Content Marketing strategies
Material experiences are the
right mix of content with context. Why is it important if you ask? it is
because; Every content shared online is similar to sharing an experience with
the audience. It can be either a good or a bad one depending on various
elements such as design, placement, environment and more.
For example, let us consider
Coca-Cola's campaign - C Share a Cock 'which started in 2011 and continues till
today. Consumers can easily personalize their bottles in their or someone
else's name. This not only created a fun element, but also connected with
consumers. The campaign went viral and people started sharing their photos with
their personal bottles.
In simple words, the content
experience is focusing on the entire user experience when consumers engage with
the content. Thus, formulating their 2020 digital marketing strategy, marketers
will think holistically and plan an engaging brand experience for consumers.
One of the biggest game-changers
of 2020 will be emerging technology for the digital marketing sector. From 5G
technologies to new developments in AI and a string of connected devices, all
these will change the way consumers engage with any form of communication.
Thus, what will be interesting to see is that the digital marketing trends of
2020 will be quite humane as well as mechanical. Although the focus will be on
connecting with the audience on a human level, this mode will be of automation.
Thus, let us wait and see how this paradox will shape the digital marketing
landscape in 20
