Digital Marketing is a very wide field and in constant renewal. Therefore, it is necessary to be aware of all the original trends and ideas that arise if you want to be a leader in the network. The trend of Digital Marketing in 2020 will be key for any company.
The coming year will be an especially important year in terms of digital strategy. We are experiencing a saturation of product without differentiation, being able to find the same type of product in hundreds of stores, small, medium, amazon, aliexpress, etc. This situation means that in order to differentiate ourselves we must focus many more efforts on developing a good brand experience strategy.
At the marketing level, we will see a greater increase in investment in brand image actions and means of generating demand, such as content, social ads, video ads and display of all kinds.
Digital Marketing Forecasts in 2020
Artificial Intelligence, the best friend of marketers
According to the Gartner agency, more than 25% of customer service will use AI technology in 2020. It is undeniable that it is one of the main Digital Marketing trends in 2020. As Professor Eva Rodríguez explains to us, “ developers are finding more and more uses for artificial intelligence. From predicting security holes to improving the efficiency of social media ads, or offering optimized customer service on eCommerce platforms with AI-based chat support. ”
“In communications with clients or potential buyers, marketing automation is well known, but with the advances in artificial intelligence, we are beginning to see very interesting models and solutions to segment the public, save time and optimize resources. Lead nurturing, automation, optimization, and personalization of the communication flow and brand impact, have been known practices for years, but that supported by new technological solutions will continue to be part of any eCommerce strategy in 2020 ”, advances Iván de León.
Undoubtedly, for many companies investing in AI in 2020 will save costs and accelerate growth, thereby outperforming their main competitors.
Hyperfocus on the client
2020 will bring us a multitude of novelties in the world of
digital marketing and sales. The main one will be the
return to the human and it is that, despite being immersed in an increasingly technological world, we will once again experience this return to humanization within this digitized framework.
Obviously, this will not be an end to technology. It means taking advantage of this technology to generate better human experiences, personalize marketing and sales actions, and work on the empathy and trust of the brand towards its potential clients ”.
- The customer demands more and more self-service and automation.
- I do it myself.
- You want more immediacy and customization.
- An exquisite treatment and decide how it should be treated.
- We must know our personal Buyer, his Buyer Journey and DATA will help us to create UNIQUE EXPERIENCES
The moment of truth for SMEs
Sonia Duro Limia affirms that “the time has come for small and medium-sized companies to begin to be truly aware of the need to invest in online strategies. It can no longer be postponed. It is the definitive moment and the demand of organizations seeking to specialize their corporate communication at all levels: social networks, SEO, Social Selling, Ads is growing. It is time for professionalization to take hold and to cease to be a trend and become a reality. ”
Jesús Nieto agrees with the importance of digital marketing for SMEs. “Competing with big companies and big budgets will seem increasingly difficult for small companies. I always advocate looking for smaller niches, that there are, globalizing them, and establishing with them that marketing that large companies carry out with the general public, only that being a smaller segment the financial outlay will be less, but customer loyalty and the engagement will be much higher.
Ads on social networks much more segmented, personalization of messages, selection of a small number of communication channels to fully dominate them…. these will be the paths that small businesses must take to survive and grow. ”
Programmatic advertising will continue to be a trend in 2020
In the words of Professor Rodríguez: “ Programmatic advertising refers to an advertisement in which the advertiser buys the audience and not the spaces, as is the case with traditional advertising. The advertiser chooses the audience they want to target, taking into account multiple details of their profile: likes, demographics, connections, etc ”.
According to the eMarketer agency, in 2020, almost 90% of digital ads in the United States will be scheduled. Professor Rodríguez states that “Programmatic advertising will extend its use by most platforms, as companies are increasingly using this technology to make real-time decisions regarding the advertisement they want to deliver to customers.”
The various non-invasive advertising formats will be part of the marketing strategy, not as an innovation, but as an important channel within the distribution of advertising budgets.
Rafael Ruiz Ferrero, professor at IEBS adds that the automation of Google Ads will continue to gain strength with tools such as ” Smart Shopping, Responsive Display Ads and various products that we will see Google launch throughout 2020.”
Customer-centric Marketing customization
We are in a unique era where marketers know what their “consumers think or want” based on data. Professor Jordi Rosell, a digital analyst, says: “Marketing departments are increasingly taking responsibility for customer interaction points. They collect observations, receive feedback, and analyze data. The trend is increasingly to use this information to guide product development and business innovation.
The importance lies in having this authority or accountability to carry out these initiatives. New marketing requires the maximum commitment of company managers to undertake optimizations derived from a customer-centric culture.
We’ve been working on customization with a user-centric approach for many years. The change that is already beginning to be seen, whether we like it or not, is the increasing empowerment on the part of the user.
The different ways of personalizing have a very similar mechanism of operation, the opportunities and threats are very similar among them. Here are some of the most common ways to customize:
- Behavior: Based on measurable actions.
- Demographic: Based on physical or situational factors.
- Psychographic: Based on shared attitudes, needs or goals.
- Temporary: Based on time or frequency. ”
According to José Panzano, marketing consultant, « predictive email marketing or CRM, will move from product segmentation/personalization to focus more on time-based user purchasing patterns so that we can connect with users at the moment in which they may be in a position to need your product again, is a strategy especially indicated for that supermarket-type eCommerce or repetitive or expendable purchasing products. »
CRM EVOLVES IN 2020
Digital Marketing trends in 2020 point towards a change in the relationships between brand and users. José Panzano emphasizes the relevance of conversational marketing: interaction with the public immediately, such as through social media. «The use of social media communication channels (Facebook Messenger, WhatsApp) as CRM tools will also appear as a complement in email marketing campaigns to accelerate the passage between customer interest and desire in the Customer Journey and close the purchase. »
In addition, email marketing will also adapt to the demands and preferences of users with greater interactivity. Panzano points out: «From visual effects to carousels, interactive images and Twitter feeds in real-time, it seems that kinetic email can definitely enter. But for this, you must have the approval of the platforms and email tools. »
We will see how its use will spread more and more massively. Currently, there are already platforms like landboit that allow you to use it day by day.
- It is fast, effective, accurate and above all the customer likes it
- It is less intrusive and has better acceptance for better
- Marketing campaigns will use
- WhatsApp as a means of response.
- The WhatsApp API will be public for remarketing.
- It is already possible to access with integrators such as Twilio