Recent research found that the average attention span has fallen to 8 seconds, down from 12 in the year 2000. According to the study, we now have a shorter attention span than goldfish who can actually stay focused for nine seconds!
The culprit? Infobesity of course. Access to more information and data is a good thing, creating opportunity and allowing for a more informed decision, but nowadays companies suffer from too much of it and can get bogged down in information and data that ends up undermining performance and demoralising employees who have to cope with it.
As digital marketers, the question is how should you identify information that is beneficial for business, and keep from losing the plot? In a world that is dominated by excess, how do we know which digital trends are worth following?
That’s where HYPER CRUNCH comes in. We sift through the masses of information to find the key details that you should know about. Without further ado, we have narrowed down an overload of information to the top 13 digital trends to keep an eye on in 2020:
1) Artificial Intelligence – AI is changing the face of digital marketing and advertising, and is the biggest commercial opportunity for companies, industries, and nations for the next few decades – latecomers to the marker will be at a serious competitive disadvantage. So what can it be used for? Programmatic advertising, for one thing; using AI to automate ad buying so that specific audiences can be targeted. According to Irina Kovalenko of SmartyAds: “Most search-driven manual advertising campaigns (even those performed with professional tools) take into account three or four targets: the keyword, time of day, and location. Such tools like programmatic demand-side platforms can use hundreds of targeting signals to individualize the advertisement and even target according to lifestyle or behaviour habits when integrated with customer data platforms.”
2) Personalisation. A necessity if you want your company to stand out in 2020, as 63% of consumers claim to be highly annoyed with generic advertising blasts, 80% say they are more likely to do business with a company if it offers personalised experiences, and 90% claim they find personalization appealing.
3) Chatbots – another AI-powered solution it is thought that chatbots will power 85% of customer service in 2020. According to one survey, the top-rated benefits of chatbots are 24-hour service (64%), instant responses to inquiries (55%), and answers to simple questions (55%). 63% of respondents prefer messaging an online chatbot to communicate with a business or brand. By 2022, chatbots will help businesses save over $8 billion per annum – so if you haven’t already jumped on the trend, now is the time to.
4) Conversational Marketing – in the roaring 20s as well as jumping into a future of AI-powered worlds consumers are also leaning into traditional feeling methods of engagement. Whilst conversational marketing can be powered by AI, it still feeds into a desire to mimic real-life conversations. Conversational marketing facilitates a one-to-one real-time connection between marketers and customers; with our attention spans waning (that cursed infobesity again), we want immediate responses to our questions, and marketers are going to have to find ways to deliver.
5) Video Marketing – likely to remain one of the most important marketing trends of the decade, incorporating video into your digital marketing strategy is essential in 2020. If you need convincing, check out these stats: 70% of consumers say that they have shared a brand’s video; 72% of businesses say that video has improved their conversion rates, and 52% of consumers say that watching product videos makes them more confident in online purchase decisions.
6) Influencer Marketing- another on set to be impacted by AI. Finding the right influencers to partner with is getting easier and faster, with AI helping identify those with better engagement, fewer fake followers, and a higher chance of generating a positive ROI. And with people still placing their trust in other people when it comes to trusting a company or making a purchase, the strides that are being made with AI in this sphere could help you determine which individual is right to endorse your brand.
7) User-Generated Content (UGC) – One survey found that 90% of shoppers reported that UGC influenced their decision to purchase more than any other form of advertising, with a whopping 97% of 18-29-year-olds saying that it had an “extreme influence.”As with influencer marketing, people tend to trust others like themselves far more than they trust companies. To that end, you can use UGC as a potent resource to tap into the market. Encourage your audience to share unique content by offering them an incentive, such as a discount or the chance to win a prize if they share your post, or even by partnering with them for a good cause. For example, Disney celebrated their 60th anniversary by asking their fans and followers to “share their ears” (by wearing or making their own Mickey Mouse ears, or creating ears with their hands) to their social channels using the #ShareYourEars hashtag. Disney donated $5 to the Make-A-Wish Foundation for every qualifying image shared to Facebook, Twitter, or Instagram. This can be replicated on smaller scales and is a huge marketing win.
8) Voice Search - Voice shopping is set to jump to $40 billion in 2022, up from $2 billion today. In a recent Uberall survey, the numbers show that more than 1 in 5 are using voice search and 48% of voice search users have searched for local business information. Getting your listing voice search ready can give you the edge over your competitors.
9) Social Media Stories – there are myriad benefits to utilising social media stories, including increased brand awareness, cost-effectiveness, increased traffic to your web page, an opportunity to reach younger audiences, and constant engagement with followers.
10) Push Notifications – this means from browsers and apps. Research shows that of people who open a push notification, 54% of users convert from segmented push compared to only 15% for broadcast messages. And 52% of users enable push messaging on their apps. Furthermore, at least twice as many people sign up for web push notifications compared to a newsletter, and push notifications tend to be opened immediately rather than the average 6.4 hours it takes for a newsletter to be opened.
11) Progressive Web Apps – by 2020, the number of smartphone users is expected to reach 2.87 billion and total page views on mobile have been increasing year-over-year by almost 50% worldwide. Progressive web apps are essentially websites that work as mobile apps, offering the functionality of a mobile app with those all-essential push notifications, fast load times, and more, without being limited to one platform (such as Android or iOS)
12) Interactive Content – text-based content is becoming old news, and marketing needs to be more interactive nowadays to attract attention: think quizzes and polls, embedded calculators, letting your followers ask you questions, augmented reality ads, and 360-degree videos.
13) Social Media Messaging – when you consider that 10 billion messages are sent between people and businesses on Facebook Messenger every month, and WhatsApp has 1.6 billion active users with 55 billion messages sent via every day, it is clear that you should be marketing your company’s products and services where your potential customers can be found every day.
So there you have it: our top 13 digital marketing trends to help you make an impact in 2020, and cut through the debilitating impact of infobesity. Other interesting ones to watch out for include Blockchain and Pinterest/Google lens, 5G Technology, and Geo-fencing - but we’ll leave those with you for now!