Technology will always be a key part of digital marketing trends, and that continues in 2020. But in 2020 the biggest drivers in digital marketing will involve people, not technology.
Because people do business with people.
Here are the top 5 digital marketing trends we're preparing to see more of in 2020!
5 Digital Marketing Trends for 2020
1. Focus On Customer Retention
44% of companies admit they focus more on acquisition than retention, and only 18% claim to focus more on retention, says to Invesp.
Happy customers make great (and free!) brand ambassadors and influencers. Brands will value and work harder to keep loyal customers than to recruit new customers. Invesp's research said:
- Acquiring a new customer is 5x more expensive than retaining an existing customer.
- Increasing customer retention rates by 5% increases profits by 25 to 95%.
- The success rate of selling to a customer you already have is 60 to 70%, while the success rate of selling to a new customer is 5 to 20%.
- Customer retention is crucial for forecasting consistent growth in financial planning. If you can count on committed customers returning for the next financial quarter, anticipatory budgetary decisions are easier to make.
2. Voice Search
According to ComScore, over 50% of the searches in 2020 will be from voice search.
Is your website optimized for voice search? Search today - particularly mobile search - relies heavily on the use of voice search traffic such as Siri, Alexa, Microsoft Cortana and Google Assistant. As more and more people use voice search to find the information they need, website owners must implement SEO strategies to optimize their content for voice search to keep up with the competition.
Does your website use local optimization strategies? If someone asks for a service over their mobile phone, they are typically asking for XYZ service near me, or XYZ service in City, State.
That means to increase the likelihood Google and other search engines will display your business when someone is asking for a service that you provide, you need to optimize your website for voice search.
3. Social Messaging for Business
Facebook Messenger is the most popular mobile messenger app in the United States with 106.4 million unique U.S. users.
Whatsapp, Facebook Messenger and WeChat are an accepted way to engage with customers. American businesses are adopting 1 to 2 messaging platforms in 2020 to talk with their followers - the rest of the world has been doing social messaging for years! Messenger and WhatsApp are both owned by Facebook - and expected to merge into one powerful messaging app later this year (and will include Instagram's direct messaging function also).
Younger users are more comfortable using social messaging bots for business and are expected to drive businesses to adopt a social messaging strategy.
4. Consumer Privacy
Facebook Messenger was the most popular mobile messenger app in the United States with 106.4 million unique U.S. users.
The news has continual stories about consumer data privacy breaches - think Facebook, Marriott, Yahoo, Capital One... the stories seem to never end. With millions affected, public awareness is high, even as technology means that consumers are continually required to share personal data for everyday transactions.
New laws and fines to protect consumer privacy are expected to change the way businesses protect consumer data. Canada's Anti-Spam Legislation (CASL) implemented strictly regulated all electronic messaging by businesses (emails, text messages, e-newsletters, etc) and in 2018 Europe's GDPR (General Data Protection Regulation) sent American digital marketers into a panic. The California Consumer Privacy Act (CCPA) goes into effect July 1, 2020, and creates new consumer rights about accessing and sharing consumer's personal information.
5. Personalized Influencer Marketing
92% of people trust other consumer recommendations, says Nielson.
Influencer marketing is evolving to become more personalized. Micro-influencers with trusting, targeted followers are better able to reach and influence buying decisions. Personalized influencer marketing campaigns are replacing celebrity influencers that did not result in purchases by consumers.
Brands are realizing that “real” influencers who are the model, writer, and promoter of a product are seen as more authentic by consumers. Real people are approachable, authentic, and deliver personalized content, and deliver brand authenticity.
Personalized marketing is going to be a game-changer in the new decade. And technology makes it even easier! If you’re not personalizing your digital marketing in 202o, the question is: why aren't you?