Whether you’re just starting out or interested in growing your business, digital marketing is the key to success. Using digital marketing, businesses can reach a wider demographic in a way that’s both cost-effective and measurable. But with constant technological advancements and ever-changing consumer demands, navigating the latest digital trends can feel overwhelming. With that in mind, here’s how to create a powerful digital marketing strategy in 2020.
Many businesses use artificial intelligence (AI) to analyze consumer behavior and search patterns, as well as gather data from social media platforms to understand how customers find their products and services. AI will soon become the driving force behind many global businesses and services, with many brands already implementing AI in areas such as:
- Basic communications
- Product recommendation
- Automatic payments
- Content creation
- Email personalization
Chatbots, an increasingly popular example of AI, use instant messaging to chat in real-time, day or night, with customers or website visitors. Today, companies are developing chatbots with natural language processing software to decipher what customers really want, so they’re programmed to respond like a real person. According to a recent survey, chatbots are projected to power 85% of customer service by the end of 2020. In fact, 63% of consumers prefer to message an online chatbot to communicate with a business. Adopting AI can ultimately help cut staffing costs, accelerate growth, and help you gain an edge over the competition.
Search Engine Optimization
Search engine optimization (SEO) is the key to the success of digital marketers, website owners, and brands of all sizes. SEO allows your website to appear in search results when a potential consumer searches for a query for which you have an answer or solution—in other words, it increases your website’s visibility in the search engine results page, which drives more organic traffic.
Whether you’re implementing SEO for the first time or updating your strategy, it’s important to keep in mind that SEO in 2020 will be mostly mobile-driven. In 2019, mobile-first indexing was enabled for all websites, which means Google predominantly uses the mobile version of web content for indexing and ranking. If your site serves dynamic content based on the visitor’s device or has different URLs for desktop and mobile, working with the SEO experts at searchatlas.com can help you optimize your website for mobile use and stay up-to-date with the latest changes in Google’s algorithm.
Both long-form and short-form videos are the most commonly shared forms of content on social media right now. In terms of active users, YouTube is second only to Facebook. While Instagram is often regarded as the top platform for influencers, more and more brands are flocking to YouTube to share relevant video content. Additionally, TikTok—the successor to Vine—might seem difficult for brands to navigate, but its popularity among younger consumers and influencers is telling.
When planning your content marketing strategy for 2020 and beyond, it’s important to keep video content in mind. Video shouldn’t serve as one piece of your overall marketing content arm. Instead, video should be a central component of your outreach and digital marketing efforts, especially your social media strategy.
When creating video content for your consumers, start by defining your target audience and overall goal. Whether you’re interested in increasing brand awareness or launching a new product, deciding what you want your audience to do after watching your video can help you convey a clear message. In addition, consider starting with one target location, such as Facebook or a landing page, before repurposing the video for other channels.
Ultimately, staying up-to-date with the latest trends in digital marketing can help you create a powerful digital marketing strategy, raise brand awareness, and gain a significant edge over the competition.