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Top 2020 Marketing Trends to Incorporate

Updated: Dec 12, 2023


Top 2020 Marketing Trends to Incorporate

Photo Credit: iStock - JackF

As you develop your 2020 marketing strategy, it’s important to be on top of the latest trends and leverage them quickly to drive business growth. Here are the top marketing trends that you should consider investing your time and resources in to guide you in 2020.


Shoppable Posts

Shoppable posts have been gaining traction for a couple of years now. By 2020, social shopping will be the new norm. Shoppable posts have shortened the sales funnel by eliminating steps from awareness directly to the point of purchase making it easier for users to shop. E-commerce sites are leveraging this trend by using social media sites (Instagram, Facebook, Pinterest) to take prospective buyers to customers letting them hover over a picture, see what items are for sale and purchase with a click of a button. Social media has become an integral part of online marketing. 30% of consumers have made purchases through social media according to Statista. Instagram leads with 72% of users having purchased a product on the app according to a survey by Dana Rebecca Designs. A Pinterest study found that 70% of Pinners have discovered new and interesting products on Pinterest.


Interactive Content

Interactive content is highly effective in educating online buyers as it contains the most relevant and actionable information that encourages and compels users to buy products immediately according to a study by Demand Metric. In fact, 91% of consumers prefer visual and interactive content rather than traditional formats. There are several reasons for this:

  • Stands Out More Than Regular Content, Keeping Attention Longer

  • Keeps Visitors On Your Page Longer, Low Bounce Rate

  • Highly Shareable, Helping To Grow Brand Awareness, Putting It In Front Of More People

  • More Engaging, Allowing Direct Communication Between Your Brand And External Influences


Personalization

Consumer’s are being bombarded with marketing messages on a daily basis to the point where they are tuning them out. Personalization is a way to make a real connection with your target audience. According to an Epsilon survey of 1,000 consumers, personalization is highly appealing with 80% of consumers saying that they’d be more likely to do business with a brand that provides a personalized experience and 90% indicating that they find personalization appealing. To effectively personalize your brand experience, think about doing the following:

  • Collect as much data as possible to create buyer personas (based on a range of factors like age, gender, income, location, interests and pain points as well as shopping habits) for better content and targeted ads.

  • Identify what content would be of unique interest to each persona and map these interests using a diagram

  • Create personalized content

  • Personalize the whole experience (not just personalizing emails, but think of Coca-Cola’s “Share a Coke” campaign, where a consumer can customize a bottle with their name).


Google Ads Smart Bidding

Google has announced that automation and smart bidding will become the new norm for Google Ads. Google Ads makes use of machine learning technology to help optimize your bids. This gives you several new abilities to help you maximize your conversions. Some features include:

  • Choose conversion actions at the campaign level

  • Set your bids to change automatically when sales start and stop

  • Optimize bids over multiple campaigns with specified conversion actions


Content Marketing

“Content is King” continues to be true as we move into 2020. According to Content Marketing Institute, content marketing gets three times more leads than paid search advertising. High-quality, immersive and conversational storytelling content where the consumer can gain experience throughout the story is a must in 2020. Around 70% of consumers believe that good content makes them feel closer to organizations and help them in making better buying decisions. Developing good content needs to include the following:

  • Improve brand awareness

  • Increase SERP ranking

  • Drive customer engagement

  • Generate leads, conversions, or outright sales

  • Provide backlink potential


Live Video

Live video is incredibly popular with consumers, watching three times longer than recorded videos, producing six times as many interactions as traditional videos and daily watch time up fourfold in a single year. It is great for grabbing your social audiences attention and finding out about something new (i.e. new products, exciting news, etc).


SERP Position Zero

Position zero is the featured snippet of text at the top of the results page with just enough information to answer your audiences’ questions so that you don’t need to click through to a website to get the information you’re looking for as it’s right there on the Google search results page. Over 60% of search results returned by Google are now position zero search results. This snippet, when done correctly, may be the only link audiences click on accounting for 54% of all Google clicks in 2019 translating to a high-click through rate. Focusing your efforts on SERP Position Zero will set you up to attract high-quality customers.


Voice Search

Adoption of voice-powered smart speakers is taking off (Amazon Echo, Google Home, Sonos One) with 55% being installed in U.S. households by 2022. According to ComScore, over 50% of searches in 2020 will be from voice search. This will result in a large percentage of consumers finding your website through voice search instead of traditional typed Google inquiry. It’s important that your content is optimized for voice search, a great way to get your brand more visibility.


Get Ready For 2020

Now is the time to get ready and start planning your 2020 marketing strategy leveraging these marketing trends.


Start building your brand leadership today. For a step-by-step guide on how to develop a brand strategy, check out my book, How to Develop A Brand Strategy. You’ve got this.




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