The marketing landscape is constantly changing. Technology continues to evolve at a rapid pace, so it’s essential to stay ahead of the curve in order to keep up with competition. As we head into a new year, we will begin to see new trends emerge and old ones die out. Here’s our top predicted marketing trends which we expect will take off in 2020.
2020 will see the rise in popularity of the micro-influencer. Influencer marketing has exploded in recent years. It’s when brands partner with celebrities, influential people or top content creators – with tens-of-thousands or even millions of social media followers – to promote a product or service to a new audience. The previous rule of thumb was that working with a person with a large following had a bigger pay-off, as it opened your brand out to a larger audience. Increasingly, we’re now seeing brands favouring to work with micro-influencers - those who have a following of 1,000 to 100,000. Micro-influencers boast an engaged and loyal audience with a much more targeted base than influencers with millions of followers. This approach to influencer marketing allows brands to promote products and services with authentic, visual posts instead of sponsored ads, providing the opportunity to reach an already-engaged highly niche and relevant audience.
The prevalence of voice search continues to grow, with consumers using interactive voice search assistants such as Alexa and Siri to help answer daily questions. Google voice search queries have risen exponentially over the years, so it’s crucial for brands to understand these developments and incorporate them into their digital marketing strategy. According to research from Say On Tech, 50 percent of all searches will be voice search by the end of 2020. Based on this, it’s a no brainer that no matter what industry you’re in, optimising your website or platform for voice search is essential for the year ahead.
Personalisation is by no means a new marketing method. However, there is going to be a real push in 2020 for brands to step up their personalisation strategy in order to convert more visitors into customers. Increased data collection and technological advancements have already had a huge impact on the level of personalisation that is possible. Thanks to artificial intelligence (AI) combined with increased data collection and insights from social media, it’s now possible to hyper-personalise the customer experience with tailored content, features and recommendations. For 2020, brands should invest in sophisticated personalisation in order to gain and retain customers and keep up with competition.
AI live chat
Consumers today are used to receiving high-speed communications at the click of a button, and the desire for instant gratification is bigger than ever. It’s therefore no surprise that conversational marketing is predicted to become an industry standard across digital marketing during the next year. In a nutshell, conversational marketing allows customers to engage with a brand in real-time, making use of online features such as live chat support, rather than waiting for a response. Thanks to advancements in AI, brands can make the most of ever more sophisticated tactics when it comes to this approach to marketing.
Many big brands are already using AI to enhance phone and live chat support, providing a valued 24/7 service to customers. The great news for smaller businesses is, incorporating an AI live chat element into your strategy needn’t break the bank or be too complicated. If your business is customer-service oriented, you’d be missing a trick not to consider it. That being said, the human aspect of marketing is of course still very important to consumers. Our advice is that AI chats should be used as an added extra to enhance your marketing efforts – not a direct replacement for human staff.
If you haven’t already done so, now is the time to define your 2020 marketing strategy. Get in touch with the team at Only Marketing today and we can help you hit the ground running and make 2020 your most successful year yet.