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Over the years, technology has made advancements that have enabled people from all over the world to connect with each other. Brand promotion has shifted and changed according to the times. Digital marketing has become foundational for market expansion and revenue growth. It has offered business owners numerous channels to communicate with their audience. It’s time to take a further look into 2020 at the foreseeable trends in digital marketing.

Chatbots

A chatbot is a computer program that self-operates certain tasks by chatting with a user through a conversational interface (an interface that imitates human conversation). Highly advanced chatbots are powered by artificial intelligence (AI) to figure out complex queries, make responses more personal and gradually make interactions better. Chatbots interact naturally with users checking out a site and answer questions instantly. The bots use chat windows or verbal chats to assist users in finding what they need. 

Chatbots can save you a lot of time and money. They can also help you finish tasks more effectively and efficiently. If you are able to program the bot properly, you will not have to worry about errors. Paying a person to observe the actions of website visitors and interact with those visitors can be pricey. Using chatbots can help you cut costs since they can respond to questions for you. Chatbots can enhance customer service along with other business aspects. Website visitors would likely appreciate having their questions answered by chatbots. Keep in mind though that chatbots should supplement human interaction, not replace it. They might require programming trial and error, but once you find out what works, you will be glad that you decided to use chatbots.

Interactive content

Interactive content is content that asks users to engage in an action (or actions), more than simply reading or watching something. In exchange for that engagement, users get to find out practical answers or results. Examples of interactive content are online polls, quizzes and calculators. People’s attention spans are limited. Time magazine states that the average time span for people is eight seconds. That means that marketers have to grab the attention of readers in less than eight seconds. Interactive content implies user action, so it has a higher rate of engagement than conventional content.  

Successful interactive content encourages users to put aside any reservations, interact with the content, enjoy the interaction and learn something new without feeling marketed to. It can effectively stand out from the bevy of advertisements shown on websites and social media platforms every day. It can also be used to help deepen connections with current customers. You could create an interactive poll just for current customers or send them a special online surprise on a holiday. You have to be careful because interactive content should never be too complicated or use aggressive calls to action (CTAs), underhanded pitches or pop-up solicitations.

Messaging apps

Research shows that time spent on messaging apps is increasing for individuals. Many businesses have started looking at how to better utilize private messaging apps like WhatsApp, WeChat and Viber. Messaging apps allow you to send tailored messages to your audience. Users look for meaningful interactions with businesses. Some brands have used WhatsApp to build their communities by giving their members access to events, news and brand ambassadors. Other luxury brands have used WeChat for promotional initiatives, including fun games. 

In an arena where brands are competing to capture the attention of potential customers, messaging apps offer a crucial opportunity to communicate with a young and superconnected audience. Big brands are doing experiments in monetizing messaging apps. Chinese businesses have taken full advantage of using group chats on messaging apps to offer consultations, sales and concierge services. You can leverage messaging apps to create a connection with your audience, engage with them and promote brand recognition.   

Personalization

Personalized marketing is about delivering distinct content to recipients through automation technology after data collection and analysis. Personalized marketing is more than just including the customer’s first name in an email. With personalization, you create marketing experiences for specific customers through your content. You can include personalization in emails, blogs and social media. The success of your campaigns rely on your ability to measure and collect data. Through surveys or email lists you can gather different data to learn about your users. Once you have collected enough data, you can start to get a better idea of a typical customer, which will help you start personalizing your marketing campaigns.

Personalization is essential for a successful digital marketing campaign. It is a great tool for generating more conversions. Personalized email campaigns have higher email open rates and click-through rates than emails with no personalization whatsoever. The benefits of personalization include developing better customer relationships, improving the experience of your customers, raising brand loyalty and generating more revenue.   

Transparency

Transparency has become a requirement for companies. Customers search for transparent, authentic and ethical companies. A recent study stated that 94% of consumers said that transparency was important for them in their purchasing decisions. When companies and advertisers are vulnerable and transparent in their marketing, it boosts customer engagement. Overall, transparency produces positive results for brands. It fosters trust and loyalty for brands and products. Transparency in marketing includes handling the private information of customers with discretion and security.   

Transparency in marketing is the outcome of the shift of power from corporations to consumers. It entails admitting company weaknesses and writing specific achievements instead of general superlatives. To meet the transparency expectations of customers, companies have showcased positive corporate values and disclosed comprehensive product information. Some companies have even openly shared the salaries of their employees. Other ways you can improve your company’s transparency are by being open and honest with your customers, making sure that selling is not your sole goal, responding to the questions and concerns of customers, accepting constructive feedback, and encouraging suggestions for product or service improvements.