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Digital is the thing that keeps on changing as you blink the eyes and it's being evolved every year. Here I bring you two really interesting things about Digital Marketing that are in trend and will be dominating the era by 2020. Being into the Digital Marketing one should always be aware about the changes which are happening around in the industry with emerging technologies and stay ahead in the market. This is gonna help them gaining a competitive edge and strength to develop new ways to grow their businesses, generate leads and improve the relationship with their existing customers.
During 2019, what I've found is that there are two things which were trending througout and can turn out to be the big change by 2020 and these are:
#1. Voice Search
Though voice search by Google is initiated in May 20, 2012; 7 years ago but coming Google Assistant in picture in May 18, 2016 shifted the gear of voice search. Voice search is nothing but a voice command to search things on Internet, a website, or an app.There are mainly two types of voice search:
Marketers must adapt their outreach strategies to voice accordingly. For most, this means focusing early efforts on:
Natural language SEO: Now is the time to invest in SEO that prioritizes how users want to search when speaking. For example, question words are more common when querying via a digital assistant because this is simply how real people seek out information. It’s more likely someone would ask Siri “Where is the nearest car wash?” over “Nearest car wash to me?” Brands can earn greater voice-search shares by reverse engineering their content and SEO programs around a question-and-answer format to mirror how consumers want to learn online.
Long-tail keywords: Brands should also target long-tail keywords. As searches move from text to voice, the average length and specificity of questions will increase. For instance, a shopper may add relevant time, price, location, etc. details into a voice search that would feel cumbersome to type out. Brands willing to research long-tail keywords can take ownership over these nuanced conversations and earn new business through specific offerings and thought leadership.
#2. Smarter Chat (ChatBots)
A chatbot is an artificial intelligence (AI) software that can simulate a conversation (or a chat) with a user in natural language through messaging applications, websites, mobile apps or through the telephone. Chatbots have been rising in the few recent years and still persists in 2019. According to Grand View Research, 45% of end users prefer to use Chatbots as a major means of communication in customer service.
Chatbots play a critical role in improving the customer experience and allow marketers to better engage with their audience - without really doing much. They offer real-time assistance to the user, dedicated support and a proactive interactions where they ask questions to understand the real problem.
For instance, a visitor landing on a website is contacted via chatbot and asked to request assistance or get more information about the product. If he selects the first option, he will be referred to a representative for help and if he chooses the second option, he will be asked a series of automated questions or redirected to their blog or FAQ page.
Another rising trend is Whatsapp Business Messaging, which has become one of the most used messaging apps worldwide according to Statista. Besides, it’s no longer restricted to personal usage; businesses are using the application on a daily basis for their daily activities.
Messaging traffic is expected to double by 2019. This is driven by over the top messaging Over-The-Top or OTT apps, going up from 31 trillion messages in 2014 to over 100 trillions by 2019 globally.
As Benjamin Franklin wrote, “Nothing is certain except death and taxes.”
He might as well have added that it’s a near certainty that writers will trot out lists of predictions at the beginning of any new year. I won’t exempt myself from that rule, but whereas many are content to predict new trends, I’ll restrict my predictions to those trends I believe are dying, unless they get some major form of life support.
1. Twitter! Will Twitter become the new MySpace? While it may be too early to say goodbye to Twitter, we all know it’s struggling while Facebook and Snapchat continue to grow. Twitter’s share is 27.3% among all social media users, a decline compared to previous numbers. Although the return of Jack Dorsey may herald a wave of improvements, Twitter has been languishing for years now, and it may be too little, too late. The company made minor changes last year, like not counting images and video toward the 140 character limit, and has hinted at more changes, but it will take more than a little bit of flexibility to woo new users.
Twitter struggled during 2016 with a potential sale to Salesforce which ultimately didn’t happen, appearing to indicate Twitter isn’t seen as an attractive target. The company also cut 300 jobs and morale is said to be at an all time low with more cuts expected to occur this year.
Just as Twitter seems to be losing its hold on social media, other networks like Instagram and Pinterest are growing rapidly. Instagram grew to 600 million users in 2016, adding 100 million of them in just the last 6 months of the year. Pinterest also passed a major growth milestone, announcing it had accumulate more than 150 million active monthly users.
2. Big banner ads There was a time when there were big banner ads on every site, distracting you from concentrating on your purpose. However, this trend is fading away as marketers concentrate on other tools such as native advertising, which have been shown to be 53% more likely to generate leads. Much of this trends appears to be related to higher mobile usage, where click rates on banners are notoriously low.
3. Stock images The use of stock images is decreasing as businesses turn to personalized images and videos. Generic stock images don’t support an authentic identity and inhibit users from connecting with brands that use them. On the other hand, personalized images improve content performance by increasing likes, shares, and click through rates.
4. Fake reviews 70% of Americans check online reviews before making a purchase, according to a 2015 study by market intelligence agency Mintel. Around 88% of customers believe online reviews are as authentic as personal recommendations. As might be expected, this has attracted an industry that produces fake reviews to those willing to pay for them. In 2015 Amazon began filing lawsuits against companies for publishing fake reviews. Consumers are also becoming more savvy. When fake reviews stop working, companies won’t buy them much longer.
5. Popup ads In August, 2016, Google announced it was looking to penalize websites that use annoying pop up ads and interstitials. Do pop ups work? Sure, but Google apparently has the data to show that people don’t like visiting sites with pop ups as much as sites that don’t have them, so it only makes sense for Google to boost the rankings of websites that remove them.Outline your 2017 digital marketing strategy keeping these trends in mind. If you were planning to spend heavily on Twitter ads or fake reviews, it may be time to change that plan.
Source: Mashable by Josh Steimle
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