Our 2020 Digital Marketing Predictions
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Digital media's domination continues to grow. As the New Year approaches we're sharing our predictions for 2020 trends that marketers can take advantage of.
First, let's take stock of what happened in 2019 to see where we're heading.
Facebook updated its Ads Manager User Interface
The update brought Facebook Ads Manager closer to the look and feel of Google Ads and included new features like grouped campaign views and improved reporting. The new cross-account reporting tool means users can compile one report from multiple ad accounts - an extremely useful method for following your customer conversions from one channel to another.
Facebook Family of Apps rolled out the 'Creator Studio' dashboard
Marketers prayers were answered. The new dashboard not only simplifies scheduling content across your social media pages and channels, but it finally includes Instagram and IGTV.
The domination of video content
Google Ads ventured further into video this year, launching a new tool called 'Bumper Machine' which uses machine learning to spot relevant moments from long videos and automatically convert them into shorter ad units. But that’s not all. Video is proving itself to be the most engaging type of content and its rise in popularity is not slowing down. With over 70% of users’ watching videos on their mobiles, Youtube acquiesced, launching vertical videos in 2018. Could this be Youtube’s way of finally admitting vertical video - like Instagram and Facebook - works? Well, when it's claimed that vertical video has a 90% higher completion rate than horizontal videos and less than 30% of users will turn their phone sideways to watch an ad - these figures might answer your question.
2020, what you need to know.
There will be a huge rise in users using voice search
Experts believe that in 2020 at least half of search requests will be made using voice search - technology allowing users to perform a search query by stating their query aloud - with the number of voice search users increasing by 12.7% from 2019 to 2020. To get ready for this shift in user behavior, websites need to make sure long-tail keywords and search phrases are covered as questions in FAQ sections. For example, the search 'burgers in Malta' should be covered as 'where can I find a burger near me?' in the FAQs page.
Instagram as an eCommerce platform is only getting stronger
As Amazon continues to command market share, other platforms are experimenting in eCommerce - most notably Instagram. After launching the Instagram Shopping feature in 2018, Instagram has been making some major updates. Users can now complete their purchase on Instagram without being redirected or leaving the app. This ease of process has vastly improved the customer experience and drastically reduces the chances of sales funnel dropouts. And in an even bigger push to increase purchases in 2020, companies can include products in their Instagram Stories in the form of stickers.
More chatbot technology locally
80% of businesses are set to have chatbot automation implemented by 2020. With this technology becoming more and more affordable and customers demanding even faster service, we predict we'll find a lot more chatbot use on our island. And it's a global movement we're championing - if you'd like to know more about the capabilities of chatbot technology, read more about our chatbot Clustaar products here - the only chatbot equipped with a drag and drop dashboard.
Personalised ads are getting more sophisticated
The age-old ‘one size fits all’ advertising is officially dead. It’s claimed that 97% of your audience will not convert to customers when they see an ad. Therefore, assuming the same message works for the majority of your audience is bold guesswork. But through personalisation, you can convert more of your visitors into customers. Amazon is already using personalisation perfectly. The suggested items you see in your Amazon homepage are based on patterns created from your previous purchase history. You’ll then be served multiple ads of these items across different platforms such as display ads and retargeting emails.
In 2020 this form of personalised advertising will continue to increase in a more sophisticated manner - imagine walking down the street and seeing targeted ads from shops displaying a shirt you own, in another colour, in stock and in your size. This marked increase in relevance to the individual and multi-channel targeting will make all the difference in bridging the gap between potential and paying customers.
BRND WGN will rock your socks off
Our final prediction for 2020 is that given the chance, your ambition in collaboration with our team has the power to take your brand to new heights over the next 52 weeks. Don’t believe it? Challenge us to a BRND SPRNT today…actually after the 3rd of January.
