Back to the Future – Marketing Trends heading into 2020.
Marketing trends have been considerably evolving of late, especially with the advent of Artificial Intelligence, multi-channel marketing, and Voice Recognition technology. Here, we discuss the top five marketing trends, as we head into 2020!
- Zero-Click Result for SEO optimisation – this is when consumers type in a question in the Google search box, and receive an answer automatically, thus eliminating the need for further searching for answers to the question. In fact, it is estimated that 61.8 per cent of all Google searches are ‘zero-click results.’ Thus, this means that keywords are now not as profitable as before. Companies that can optimise their content so that Google chooses them as the answer to consumers’ questions will win this challenge.
- Smart speakers – The growth of smart speakers recently has been astounding. According to research made by Social Report, last year, consumers bought around 56 million smart speakers. However, although consumers have been asking questions to Google Home, Siri and Alexa, marketing opportunities have been limited. Nevertheless, this area is bound to change rapidly. For example, in 2017, a Disney ‘Beauty and The Beast’ advertisement played after announcements made in the morning. These were called ‘flash briefings,’ which are now gaining popularity. Currently, there is the development of a ‘branded skill,’ where, if consumers ask a question to Alexa about a certain product, Alexa will give an answer with many selections. For example, if they ask about a premium wine maker, Alexa will give the top brands. This has worked very well for the brand Patron, which now receives over 6,000 enquiries monthly, thanks to Alexa, according to marketing research group Digiday.
- Voice search optimisation – Currently, around 20 per cent of all Google search enquires are through voice search. Furthermore, around 71 per cent of consumers who use mobiles, between 18-29 use their voice assistants, according to marketing research group Thrive Analytics. This provides an enormous opportunity for businesses to use voice search optimisation, including an imperative to make their content more likely to start a conversation with consumers.
- Artificial Intelligence-powered chatbots – Although written content is still the most powerfully impactful marketing tool, written content will also be provided by chatbots. According to Juniper Networks, chatbots are expected to reduce costs to businesses by US$439 billion a year, while increasing sales by $112 billion a year, by 2023. Aside from cost saving, chatbots can answer consumers’ question, and help with the conversion of visitors into more active and engaging consumers.
- Multi-channel marketing – although marketing is still about engagement and personalisation, getting the attention of consumers is still challenging for many businesses. However, the use of ‘multi-channelling,’ combining the top three channels: social media, the Internet, and mobile apps, is becoming more important, making sure that customer experience is paramount, where consumers are being influenced in an already familiar environment to them.
Therefore, it looks like digital marketing is thoroughly being transformed by the ever-evolving use of technology in key marketing areas. It appears that these trends will continue to dominate in the next few years, with no doubt more technologies being invented shortly. This means marketers will need to stay on their toes, regarding technological marketing trends, in order to continue to capture the all-important attention of consumers into the future.