7 Digital Marketing Trends You Need To Know For 2020

2020 is here, not only is it a new year but it’s also a new decade. In the 2010s, marketing made huge strides with the introduction of Facebook Ads, Instagram’s IGTV, new techniques of SEO and much more. 

With a new decade means new technologies and trends. We delve into the marketing trends you need to know for 2020.

Customer Experience

We’re already seeing shifts in beliefs about what marketing actually is, so we’re expecting 2020 to be the year of the customer. It’s now not all about convincing people to buy from your company but prioritising fantastic customer service that keeps customers coming back. By building a positive business culture and providing great customer service the marketing side almost takes care of itself.

With the introduction of chatbots, providing customer service has never been easier. Modern-day websites are adding the chatbot feature to allow customers to get an instant response which is usually quicker than email. This is increasingly popular with Millenials as they prefer digital conversation over having a live conversation as it’s almost instant. 

Providing excellent customer service is a great way to get the word out about your company without it even costing you a penny. 

Visual Content

Research has shown that people prefer visual content to plain text. Just look at the growth of image and video-focused platforms such as Instagram, Pinterest, TikTok and YouTube. Images already account for 19% of searches on Google and 62% of millennials have already stated they are more interested in visual search than anything else. 

Creating exciting and enticing images, infographics, animation and video will not only help your brand stand out but will also help you build links as other websites are now more willing to host images over the written word. 

(We bet you’ll remember this infographic)

Voice Search

With the introduction of smart speakers such as the Amazon Echo and Google Home, Voice Searches are on the rise. It is predicted that at the end of 2021 there will be more than 1.6 billion people using voice searches on a regular basis. 

It might be time to consider implementing a voice search for your upcoming marketing strategy.

Interactive Content

Want your audience to engage in your product, website or social ad? Interactive Content could be the key to this. It helps to form a conversation in which you don’t have to actively participate. 

Creating interactive content doesn’t have to be difficult, it could be as simple as offering free, instant quotes allowing the user to fill in a form to go to the next stage and then they will receive a quote via email. 

The online digital media company, Buzzfeed seems to dominate the online world with internet quizzes which can be silly or controversial but this always creates a conversation with users. In fact, one quiz once got over 22 million views. 

It’s human nature to interact with something so why not use this to your advantage?

Smart Bidding in Google Ads

Smart Bidding is a set of automated bid strategies in Google Ads that use machine learning to maximise conversions. Google looks at historical search behaviour and contextual data to predict the likelihood of conversion and then increases your bids when a conversion appears more likely. 

Google’s Smart bidding strategies allow your campaigns to utilize the data it collects over time so your ads appear in front of customers that have shown more intent. If a particular keyword converts well, it will be prioritised. If users in a certain Geographical location are converting well, that location will be prioritized. If users convert better at a particular time of day or day of the month, this will affect the bidding. And so on..

Smart Display

Smart Display campaigns are available on the Google Display network. You upload your Display Banners, assign a landing page and then Google takes over the targeting. A negative to these campaigns can be that there isn’t much visualisation on what targeting is working and what’s not. But, from our experience, they work really well!

Smart Shopping

Smart shopping campaigns allow advertisers to run product listing adverts across multiple platforms such as: Search, Display, Youtube & Gmail. Smart shopping campaigns take into account key user interests, demographics, users who have already visited the website to optimise & retarget products to those who are most interested/likely to purchase. This campaign type is fully automated using smart bidding & works cross-platform to gain the best possible ROI for e-commerce.

Smart Campaigns 

Another new campaign type that has been made available in recent months is the Smart Campaigns. These campaigns utilise call extensions and map listings to help drive footfall to your Google my Business locations. 

Personalisation

In the old days when Blockbuster still existed, the guy behind the counter would know your name as you visited so often on a Saturday night. In the digital age personalisation is a powerful tool where a company knows what you are planning on buying before you’ve even thought about it. Changing a merge tag through emails is an easy way to add personalisation.

For example: sending an email through Mailchimp with the merge tag *|FNAME|* will automatically change the name in the email to the one that is listed in the mailing list. Thus making the recipient feel like the email was sent one by one by the company they have subscribed to.

Google Adwords, Facebook Ads, Emails, and Rewards and Incentives are a great way to make the user feel like the whole digital world is personalised for them. Making the user feel like you’re talking to them personally is a great marketing technique and has been around for decades. 

VR and AR Marketing

AR (Augmented Reality) and VR (Virtual Reality) are quickly becoming more common within marketing, allowing brands to change standard marketing into a completely interactive experience. 

Many people have the assumption that VR is strictly for video gamers and something that requires a heavy investment in technology to enjoy the virtual experience. However, this isn’t the case as now most people have their own little VR device in their pocket. VR marketing allows companies to bridge the gap between experience and action helping to promote products as a digital experience in place of a physical one. 

Inviting your customer along for the journey will really help to engage your customers as they will be invested in the product alongside the company. 

AR is now an emerging trend in marketing and sales strategies. It allows customers to have a unique experience within the convenience of tapping into their mobile devices. By using AR, businesses will eventually be able to upgrade the experience they offer customers leading to business opportunities and brand awareness. 

Brands can use AR to allow customers to try their products before they buy them. A good example of this is Glasses Direct Virtual Try-On. This allows customers the opportunity to try on a style of glasses before they buy the product. The website scans the users face creating virtual reality and then they can choose the glasses. 

AR is not a new technology but has come on since the launch of Pokemon GO! with more people willing to interact with augmented and virtual reality. 

So there you have it, our top picks of digital marketing trends to watch out for in 2020. Did we miss anything? Let us know in the comments below.

Influencer Marketing Case Study – Lumity

How we helped Beauty & Skincare brand, Lumity connect with their audience and drive sales by utilising Influencer Marketing

Objectives

  • Improve Brand Awareness
  • Increase Website Traffic
  • Drive Website Sales

 

In early 2019, Lumity came to Limelight with the task of growing their online presence and increasing direct sales through the website.

We required a super-tailored approach to the campaigns that we were to run to ensure a strong ROI as the competitiveness of the industry meant a blanket approach would ultimately lead to wasted spend.

Our focus was to get Flagship Product, the popular Anti-Ageing Supplements, in front of Lumity’s target audience of wealthy, older females by understanding where they were found online and which influencers were most trusted and respected in this niche.

As a new beauty brand entering an incredibly competitive and developed industry, Lumity understood that as opposed to other forms of Marketing, Digital offered them a realistic and affordable way of challenging established brands and reaching hyper-targeted audiences.

Even within Online Marketing, typical promotion such as features on national publication websites would require a huge budget and is usually a reserve for only the biggest, established brands.

Rather than try and compete in this manner which was financially unviable, we had to find a medium-ground of respected Influencers and Bloggers with large, very specific audiences that would lead to sales at a reasonable cost.

Whether we targeted Influencers with popular blogs, huge Social Media followings, interesting YouTube channels or helpful podcasts, the bottom line was always relevance and return on investment.

Since we started connecting with these Influencers and even bringing onboard respected figures in the industry as ‘Brand Ambassadors’ we’ve not only helped Lumity increase sales but we’ve also helped increase referral traffic to the website and improved overall brand awareness.

Take a look at just a select few of the great Influencer Coverage we have got for Lumity so far:

Blogger Reviews

Social Coverage

Video Reviews

 

The Results

Since we started to gather Blogger/Video Reviews and Social Coverage in Summer/Autumn 2019, there has been a noticeable increase in website traffic, transaction revenue and the website has even begun to start ranking well for priority keywords in Search Engines such as Google.

  • Social shares from the Influencers mentioning Lumity have reached a combined audience of over 37k targeted followers
  • Website traffic has improved YoY for 4 out of the 5 previous months since we started Influencer Marketing
  • Transaction Revenue was up 9% YoY as of December 2019

We continue to work with Lumity and plan to implement an even more ambitious Influencer Marketing Strategy in 2020 and beyond as they look to grow further, especially by marketing their Anti Ageing Supplements in the US market.

For more information on how we can help you with Influencer Marketing or any other form of Digital Marketing please get in touch, or whilst you’re here, why not read more of our Case Studies

How TikTok is Changing Marketing Strategies

With over 1.5 billion users, TikTok is fast becoming one of the giant social media networks chasing the heels of Twitter, Facebook and main rivals Instagram and Snapchat.

Brands are now aware of the presence of TikTok and are starting to factor them into upcoming marketing campaigns but what is TikTok and how can it benefit businesses.

What is TikTok

TikTok has come after the sad demise of Vine. Vine was a platform based on short videos and TikTok is no different. Videos can be up to 15 seconds long, but users can connect multiple clips together to create a 60-second video or use videos recorded outside of the app to upload a longer video. 

There is also a live-streaming option (like Facebook and Instagram) and a range of filters and tools to help improve your video presentation. Originally starting its journey as Musical.ly it rebranded in 2018 to TikTok but still kept the same concept of incorporating music into videos. As TikTok has grown so has the number of videos and the different trends. Creating videos with music is now not the only genre of video you can find on the app as viral challenges, such as the #BottleCapChallenge, are what keeps bringing people back to the app.

Brands and Marketers: How to make TikTok tick for you

TikTok isn’t going anywhere soon so brands and marketers are working on how to utilise the popular app to reach out to a wider audience. Below are the benefits of TikTok.

Reach a Younger Audience

The majority of TikTok’s users are part of the Gen Z generation with 60% of the app’s monthly users are 16-24-year-olds. TikTok is considered a great platform to reach the younger generation as they move away from traditional sites such as Facebook and Twitter.

Popular music acts such as BTS and Ariana Grande have unlocked the potential of this new platform and are using it as a new way to talk to their target audience whilst still getting exposure.

@bts_official_bighit🕴HAPPY🕴HALLOWEEN🕴#Halloween #할로윈#BTS #JIN #진 #SUGA #슈가 #RM #알엠♬ 오리지널 사운드 – BTS

Brands have realised that they can use the free platform for free brand awareness. Elf Cosmetics use the platform to promote products as well as fun content to their 9.3k followers, whereas UK based gym clothing brand GymShark use the platform to promote workouts, challenges and fun content involving their staff whilst still staying on brand. It’s important when it comes to the younger audience that you make quick content that is easy to digest as we now live in a fast pace world. 

@gymsharkSliding into your crushes dm’s like 🤗 demibagby #goforgold #gymshark #gymshark66 #beconfident #foryou♬ No Idea – Don Toliver

Marketing But Not As We Know It

In the past marketing has always been about getting links and exposure but TikTok changes the way we look at this as it’s not about building links, it’s just about brand awareness and fun content.

Profiles don’t even contain standard links so brands are unable to link off to their website so they have to hope that the content is fun and enjoyable so that the user will naturally head off to their website. 

However, it was announced in November that TikTok is testing a new feature which will allow users to add a shoppable URL to their bios or videos, allowing users to buy products without leaving the app. This will change the way TikTok currently works with brands and enable free links. 

Influencers

Influencers are nothing new in the marketing world and it would only be a matter of time before certain stars of TikTok would arise from the platform. Some of the biggest influencers on the platform at the moment are Loren Gray, Baby Ariel and Jacob Sartorius. The influencers are all under 30 which makes them more appealing to TikTok’s target audience.

@lorengraysometimes u just gotta transition into a onesie 🙈 justdancegameus #justdancemoves #justdance2020 #ad♬ original sound – lorengray

However, brands haven’t really grasped how to promote through the influencers as, without a link to a product/website, there is no real benefit for brands at this moment in time. 

Not so serious

The important thing to remember about TikTok is that it is not a serious platform. All the videos on there are fun and short. Although music remains the heart of TikTok, it has quickly become a place for edgy, alternative comedy – similar to its predecessor, Vine. Humour is a powerful weapon when it comes to connecting to potential customers on an emotional level. TikTok is essentially a fun and culturally relative app, perfect for those who don’t want to take themselves too seriously. 

Even though TikTok is still considered new in comparison to its rivals, it continues to grow in popularity. The important thing to note is that if you are aiming to reach a younger audience then TikTok should definitely be considered in your next marketing strategy.