Digital marketing has undergone some groundbreaking changes over the past couple of years, and the speed at which it develops makes it necessary to reassess your strategy every couple of months in order to keep pace with the latest trends.
With advanced technologies such as AI, NLP, ML, or AR disrupting the digital marketing landscape, we’re witnessing the emergence of voice search, micro-content stories, and a high level of personalization.
Here’s what you should do in order to stay ahead of the curve in 2020 when it comes to your digital marketing efforts.
It took a single tweet by Kylie Jenner, an A-list celebrity and influencer, to wipe $1.3 billion off the Snapchat’s market value. Upon learning that a prominent member of the Kardashian-Jenner clan doesn’t use the multimedia messaging app anymore, an army of her followers followed her cue and abandoned it.
It’s clear how powerful this kind of marketing can be, as many teenagers and young adults are fairly impressionable, and will gladly follow the lead of their pop idols.
However, adults also tend to trust influencers more than brands, and 49% of them rely on these household names when it comes to making purchasing decisions.
But, leveraging this trend can be pretty tricky; not only because getting such an influencer on board with your idea comes with a hefty price tag, but also because some of them have a lot of fake followers – meaning that you will only waste your money if you invest in some kind of business relationship with them.
But, in 2020, AI will come to your rescue as the advanced tools will help you spot influencers with fewer fake followers, as well as those with better engagement. So, it will be much easier for companies to find influencers who are the right fit for their products and services, determine the actual influence and performance of these influencers, as well as see through fake engagement and bots.
Also, 2020 will be the year of micro and nano-influencers – people who aren’t celebrities and who have up to 50,000 or 10,000 followers respectively. The trick is that although they don’t boast millions of fans, their followers are usually very responsive and loyal. Another big plus is that you won’t have to break the bank in order to get them to promote your product or service.
Chatbots have come a long way since their stiff RPA robotic ancestors capable of producing only a set of predefined, canned phrases.
The latest iterations of these smart algorithms are extremely powerful, thanks to the fact that they’re developed with the help of AI and its different branches such as NLP and ML. In other words, modern chatbots will be able to communicate with your website visitors more effectively and in a more personalized manner.
Needless to say, having an intelligent chatbot on your website will tremendously improve your customer experience because unlike human customer support reps who can handle only one person at a time, chatbots can talk to several people simultaneously. Not to mention that they’re available 24/7/365.
To really get the most of this technology, it’s a good idea to opt for a multilingual chatbot and make sure that you can go global with your business and expand to the international market. Besides using chatbots on your website, it’s also a good idea to jump on the social messaging app bandwagon and start using all those instant messengers in order to streamline customer service.
In addition to opening another line of communication with your customers, you can take your social messaging apps to the next level by implementing AI and AR Facebook chatbots to enhance customer experience. For example, Sephora introduced its Virtual Artist, to help its customers try on makeup virtually and pick the right shade of lipstick or eye shadow.
You probably know that voice search is all the rage at the moment, but if you really want to be one step ahead of your competitors, then you should definitely optimize for visual search, especially if you’re in the fashion, sports, art, home décor, beauty, travel, or any other industry that uses a lot of visuals.
Sometimes people see an item they like but don’t know what brand it is or spot a photo of an amazing destination that they know nothing about. Google allows people to upload an image and conducts a search in order to obtain more information about it. There’s also Google Lens, a tool that can recognize different objects and landmarks via the camera app.
So, if you snap a photo of a business card, Google Lens will scan the phone number and create a contact. If you take a photo of a book, this visual search engine will show you its reviews and other information you might need. The same goes for different landmarks and works of art.
Pinterest, a visually-oriented social media network, has also added a similar search functionality called Lense. Its users can take a photo of, say, an item of clothing, and upload it, and Pinterest will tell them where they can buy it online as well as allow them to look for similar products, and browse pinboards with related items.
So, if you want to improve your rankings, help your potential customers to find you more easily, and make your products easily discoverable, implement visual search on your website or app, and optimize your images by adding alt text. Also, don’t forget to include captions and provide a detailed explanation of what’s in your every photo and provide your audience, as well as search engines, with a context.
If properly planned and executed, these 3 strategies can help you give your digital marketing a significant boost in 2020, keeping up with the latest trends.
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