Trends in online marketing for 2020
Trends in online marketing for 2020 – It is no longer even worth writing that internet marketing has changed very dynamically in recent years. Looking at the very beginning of the last decade – in 2010, not every company in our country had its own website, not to mention its correct positioning or regularly run channel on social media, which was just “starting”.
How to achieve marketing success in 2020?
It is not enough to just run a Facebook fanpage or write blog articles regularly. Marketing is an industry that is constantly changing and developing. Unexpected changes in algorithms, development of new technologies, and at the forefront of everything consumers – increasingly demanding and aware. All this means that the sales marathon will be won by those who are one step ahead of their competitors and refer to the current trends.
Video marketing is also playing an increasingly important role, as is AR, which is augmented reality that Google is already testing in the form of a spatial view of Google Maps. The world of social media marketing is not slowing down, the influencer will continue to be an important link in brand communication with clients. However, its role will change, and Facebook and Instagram will change their sales face. This does not mean the death of text and image (graphic banners). However, it is important to understand that video is the most effective and sought after tool for reaching consumers.
This is indicated by the dynamic growth of the YouTube video platform – over 1.9 billion logged-in users in the world
Below are our predictions for marketing in 2020
Smart Ads – Google, like many other companies, is heading towards “smart”, i.e. intelligent priests. This type of advertising is distinguished by intuitive configuration and fully automated optimization, which means that we have less and less control over the campaign. What is the advantage of it? Adapting to the recipient, adjusting bids in terms of day, age, gender and interests fully automatically.
Automatic Bidding Strategies – from currently available manually set bidding strategies in Google Ads we have at our disposal independent CPC (with the improved e-CPC option). In 2020, automatic bid strategies in the higher campaign optimization result will probably play a greater role, and manual bidding will be phased out. Time will tell if this change will be enthusiastically received by marketers.
Voice Ads – a trend that must sooner or later touch the world of advertising. Voice search – Siri (Apple voice assistant), Alexie (from Amazon) or Google Assistant will change the form of searched phrases to a more natural language. Therefore, dynamic ads and keyword insertion headers will come to the fore and adapt to the search query
Micromoments – the most crucial phenomenon in the optimization of campaigns for mobile devices. They define the length of the ad, call-to-action (CTA) button and other formats of advertising creatives. Micro-moments are nothing but short moments when we look at our smartphones with the hope of quickly finding a solution to the problem, challenges and questions we have at the moment.
Four key micro-moments that you should consider:
Want To Know – quick answers to questions, e.g. what’s the weather
Want To Go – view of local businesses, we want to find out, e.g. where is an Italian restaurant near our location on Google Maps,
Want To Do – seeking new solutions and readiness to take action, e.g. how to write a catchy title,
Want To Buy – willingness to buy, but making sure that we make the right decision, e.g. checking the store before buying.
The growing importance of video marketing – the main content that our customers will be more willing to consume will be video. YouTubeers will face the challenge of standing out in a sea of similar content, and marketers will face SEO in positioning video content.
True View ad for shopping campaigns – Some beta accounts now have the option to display True View ads with product feeds, which will allow you to purchase products directly on the YouTube platform. In 2020, this will probably be the most important change in Google Ads for video format.
The call-to-action button in YouTube ads – the biggest problem for video marketers was the measurability of the effects of this type of advertising due to the lack of direct redirection to the web-store’s. In 2020, probably every video advertising format will already have such an opportunity.
Greater influence of podcasts – it is speculated that the coming year will be a year of podcasts, because we can consume content of interest to us while performing other activities. It also allows you to listen to audio books available on the platform, ( YouTube Premium), probably even more strongly advertised next year.
YouTube Kids – the answer to the wave of pathostreames that YouTube is successfully fighting will be even more protection for underage users (YouTube Kids service) which, according to official information, will mark channels as child-friendly.
Voice Search – already practiced in Google search engine, probably next year voice search will be able to find a movie, even after a fragment of its text or melody (this function already has Apple Music).
Video Live – eagerly used for large events or conferences, but also webinars and trainings, live video allows you to interact directly with users as well as engaging them in real time.
Threads application – after a series of tests, the function is now available on a larger scale on Instagram. The application will allow you to share your location or current speed with friends in a direct message. The feature is modeled on Instagram Direct, which did not enjoy much user involvement.
Instagram Checkout – the new Instagram function allows you to make purchases directly in the application. For now, the option is tested only in the US by the largest stores, such as Adidas or Zara. However, if the new option is adopted, it will certainly be an important step towards the development of purchases via IG in 2020.
Influencer Marketing – in the coming year, marketers are more eager to reach for micro and nanoinfluencers, because of their greatest authenticity.
IG TV – certainly video development will positively influence the development of alternative television on Instagram, which is most often used by the culinary and beauty industries. It cannot be ruled out that this will become another advertising medium in this application.
Shopvertising – purchases can be made not only through social media, but also television and digital channels. Everything indicates that after launching the shopping function on the Instagram platform, it will be a great facilitation of access to quick purchases.
Chatbots – from January 15, 2020, change companies are waiting for Messanger. Chatbots will be able to reply to users’ messages within 24 hours of the last interaction. Messages of this type will be called standard messages. Sending messages outside the 24-hour limit will be possible only paid.
Facebook Pay – continuation of Facebook’s financial aspirations, which is increasingly boldly looking at fintech, as evidenced by the Libra digital currency of this year. In plans for 2020, Facebook announces the launch of its internal payment method, which would meet the functionality of Google Pay or Apple Pay and facilitate the payment of advertising accounts or donations to charity.
CBO (campaing budget optimization) – setting a budget at the campaign level will be the default and the only option for creating campaigns from February 2020. For advertisers who haven’t used this option yet, it will definitely be a big change.