Here came the year 2020, with the long holidays is over, it is a good time to look ahead the digital marketing trends prospectively. With Technology continues to grow, interaction between brands and consumers increase alongside with the automation. With AI being the focal point in the coming year, where should marketer focus on?
1. Consumer Experience（CX）
Marketing Insider Group expects that 2020 shall be the year of Customers Experience. The development of digital marketing is more towards providing an excellent customer experience, which is to say, “enhancing peoples’ aspiration on repurchase”. Consumer Experience (CX) is more than just a trend, it has become the hottest buzzword in the marketing industry.
Enhancing the “Customer Experience”!
According to a study in the United States, 73% of the respondents considered “Customer Experience” to be a vital element in their decision to buy, while currently only 49% of the American consumers think that companies have offered a good experience. Besides, “convenience”, “ease of use”, “friendly service”, “convenient payment method” are those keys for retaining customers and facilitating transactions, hence are regarded as the essence of excellent CX.
Specifically, the provision of a convenience system with more button-links or network-links directing customers to the “shopping carts”, optimizing the web-pages structure of the on-line shop as well as adding in “Chatbot” in those social media, all these are contributory to the overall consumer experience.
2. Visualization
Content marketing has been a hot topic in recent years. With the advancement of technology, the quality of films and images are constantly improving. If you think this year is just about an explosive growth of intelligent smart speakers and voice search, you might miss out on “visual content”.
According to a report from Forbes, the rapid growth of image-driven platforms such as Pinterest and Instagram are evidencing that people prefer visual content to plain text. The following 6 items in regard to visual content can illustrate. Among the key points: 85% of people who have seen a video of your product are likely to buy your product, and additional 180% more on interaction to the posts with images.
“Visualized” is more than “Readable”!
It’s worth noting that if you’re targeting the Gen. Z, research shows that 62% of Gen. Zers are interested in visual search than any other new technology. By adding in the text with data visualization charts, images, and even videos can be effectively increasing the attraction and helping the audience understanding the messages.
3. Voice Search
The development of voice search shows no sign of slowing down. According to a statistic of Google, search using voice-driven currently is 20%. This rate is expected to be higher. With the blooming of the intelligent smart speaker business, about a quarter of U.S. households now own Google Home, Amazon Echo, or other intelligent smart speaker devices.
For future trends, according to the research of PwC, amongst the consumers in the age group of 25-64 who have already used voice devices, 61% of them is planning to use voice search more in the future.
As for the way applying voice search to improve marketing effectiveness, reference can be made to the example of the wine brand Patron. The Company uses loudspeakers to search for customers by saying “Request cocktail recipes from Patron”. The purposes are to increase brand awareness and anticipate purchase of products directly from the recipe.
4. Live Video
The Live Video industry is expected to exceed US$70 billion by 2021. The content delivery via this form is actually very welcome by consumers. Compared to pre-recorded video, people watch Live Video for up to 3 times longer!
Live video makes audience feel that they are one of them, makes it more fascinating!
Analysis shows that real-time elements make videos fascinated because viewers will feel that they’re all part of it and can influence the subsequent development of the content, making it ideal for attracting the attention of viewers on Facebook or Instagram.
Source：Marketing Insider Group
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