Online marketing is a set of methods and tools allowing companies to analyze a market on the Internet and show a related offer to potential online customers or buyers. Because of new technologies we need to stay informed to know the main techniques to master today.
Do you know the main online marketing trends in 2020?
Digital marketing is constantly evolving. Composed of many channels (SEO, PPC, social marketing, email marketing, etc), these advertising routes are constantly changing.
Their importance continues to grow and this effect will be even more pronounced in 2020 as the pandemic is forcing businesses and individuals to be more focused than ever on the online world.
As online marketing and the Internet are changing rapidly, regular monitoring is necessary to know and follow marketing trends from one year to the next.
Do you want to know the top marketing trends for 2020? If you do, read on!
Given that the mainstream Internet is about 25 years old, online customers and users are getting more savvy and intelligent when it comes to online brand authenticity.
For example generation Z and millenials have never known a world without the Internet. They understand it better than their elders and can more easily spot fake news or fake advertisements.
The online public in general requires more authenticity and honesty from online brands and businesses, and this is what you need to make sure you are providing.
People are really starting to resent online misrepresentations of the truth, after all the political and corporate scandals or recent years. They demand honesty from online brands as well, especially as this involves lightening their wallet.
As the leader of e-commerce, amazon has constantly emphasized honesty, in particular with their online reviews. No platform is more stringent in this respect, amazon having deleted millions of untrustworthy reviews and banned thousands of unscrupulous users.
More than ever customers are looking to authentic and honest brands.
2. User-generated content
This trend goes hand in hand with the demand for authenticity, as users are more likely to comment truthfully about a product or service than the company offering them.
Using the content produced by users is the best way to transform them into ambassadors for a brand. This practice keeps businesses in touch with their prospects. And it also represents an almost inexhaustible source of new content for their social networks.
Thus, a brand can for example repost in story, on Instagram, the content being where users have mentioned a product. Brands can also adapt their offers to users’ feedback.
The big brands have understood a long time ago that potential customers are more easily convinced by the opinions of other users rather than by conventional advertising.
The perfect example of a platform dominated by user-generated content is google maps.
Google maps is certainly a behemoth of online marketing with thousands of employees and billions of monthly visits.
But google maps could not exist without its millions of users who contribute to its content. Most of the content is generated by the users themselves and google maps employees are mostly performing supporting tasks such as moderation, support, development or policy implementation.
Most of the listings for businesses or other physical locations, such as a restaurant, a movie theater or even a statue, are created by the users. These super-users are called local guides. They add listings, verify information, or report inaccuracies.
Business owners can also add a listing for their own business on google maps.
Regular users and buyers on the other hand can post reviews of anything listed on google maps, and there are millions of these reviews already listed on maps all over the world. Indeed it would be hard to find a listing with no reviews at all nowadays.
Users both create the content and use that content as well, whereas the google team mostly manages the google maps infrastructure.
Users love google maps and the traffic keeps on growing month after month. This is in no small part due to its user-generated content, which instills a sense of authenticity.
The geolocation concept is the idea that the physical location of a person will impact what they may or may not purchase online. New online technology enables businesses to know where a consumer is surfing from, in order to transmit send more personalized adverts to him or her.
Such adaptive techniques display ads tailored to consumers who are becoming more nomadic and always connected with their smartphones. Geolocation in particular makes it possible to encourage potential customers to go to a point of sale, close to them, in real time.
Here again if we needed to seek the perfect example of a channel mastering geolocation, look no further than google maps. Google maps is the epitome of geolocation.
As users get to become more and more familiar with google maps and the idea of geolocation, businesses too must make sure they optimize their offers based on geolocation.
Geolocation affects all online businesses, of any size, small businesses as well as bigger businesses.
For small and medium size businesses, or businesses which have mostly one location or service area, such as a dentist, a lawyer or a warehouse, they must use a local SEO strategy, so that users searching for their product or service in their area can easily find them.
On the other hand a large corporation will have to adapt its offers depending on where their customer is based. Amazon for instance deploys completely different websites depending on geolocation, such as amazon.jp for Japan or amazon.fr for France.
Long gone is the time when advertisements were mostly served via the television or newspapers, and where everyone was seeing the same ads.
Nowadays and more than ever, people only want to see offers they are interested in, not just random offers. This is a win-win situation. Online advertisers get targeted visitors, and online surfers waste less time on unneeded offers.
All this is possible thanks to the advances in first party data collection. First party data correspond to data collected by advertisers and media agencies. This data has become a key element in providing a personalized relationship between brands and users.
First party data designates the potential targeting data collected directly by the publisher advertising media site. First party data are generally behavioral or declarative data recorded on a website during previous visits and which are associated with visitors using a cookie.
Such personalized data can also come from past activity, such as the history of browsing and purchases at an e-commerce site. Other methods include retargeting.
Retargeting consists of dynamically displaying advertising banners on a site or group of sites according to the interests expressed by the Internet user during his navigation.
This dynamic targeting makes it possible to optimize the effectiveness of these banners and the associated click-through rate, by presenting the user with the most relevant banners possible based on user profile, often optimized by AI methods.
Consumers are justly ready to give more personal information in exchange for further personalization of the service delivered by a company or brand.
Data analysis will therefore be more and more complex to ensure an increasingly personalized service.
5. Better visuals
Another noteworthy change of behavior led by the modern Internet is the rise of more and better visuals.
As the adage says, a picture is worth a thousand words. This could not be truer than on the Internet of 2020 and beyond.
Here visuals include not just pictures, but also memes, dynamic pictures, videos and other visual creatives.
Social media channels such as youtube have changed the way people discover new things. Nowadays it is very easy to learn about any topic by watching online videos, and this is what millions of people do every month.
A beautiful graph, a well chosen illustrative image, a memorable picture, an informative video. This is what appears in the best online presentations, and this is what users expect to see in a quality piece of content.
Talking about recent trends, according to media specialists, it is on the Tiktok platform that brands will have to be present in 2020 to be noticed.
As more online advertisers compete against each other to grab customers’ attention, it is the ones with the most outstanding and enticing visuals that will catch their attention, ultimately leading to a potential sale.
Any online business hoping to stand a chance against the competition in 2020 must prioritize graphic design, web design and the use of excellent visuals within their content and offers.
Surf the above five waves of online marketing for 2020 and thereafter and you will surpass your rivals.
With more technological advances, the year 2020 will not cease to amaze us. By remaining vigilant and creative, you will be able to best satisfy your audience.