The start of a new decade is a great time to look forward to the new trends in digital marketing.
Yesterday’s post offered 5 Digital Marketing Trends For 2020. Today we’ll give you another five, focusing more on the tech side of things.
In yesterday’s post, we said that “humanity” would become more important than efficiency in the coming decade. We stick by this. We think that being able to get hold of a human being is absolutely key to the customer experience in 2020. However, we can’t deny that the chatbots are coming.
Chatbots are cheap and reliable. They don’t get tired, or lose their temper, or go home at half five. And for some websites (particularly e-commerce sites) they could be an efficient way to handle the first line of customer queries.
2. Direct Messaging
SMS is so 2010s. Most people in the 2020s will use direct messaging to stay in touch, make plans and even learn about brands and products. We’re talking:
- Facebook Messenger
- Twitter DMs
- Instagram DMs
Direct messaging is much harder to ignore than an e-mail. And it creates a much more personal bond with the customer.
Just remember to get their permission first! And make sure you are adding value. We’ve got used to e-mails trying to sell us something. But if you’re going to land in someone’s WhatsApp, make sure you’re offering something positive (or offering to fix a problem).
3. Qualitative/Sentiment Analysis
The first 20 or so years of the internet has produced an almost infinite amount of data. Unfortunately, until now the data has been largely quantitative:
- Number of visitors
- Number of likes
- Length of stay
The next decade will open up the possibilities of qualitative data analysis for marketing. Rather than just counting “likes” (or “dislikes”), brands will ask:
- What are people saying about me?
- How do people feel about our new product?
- What do people want us to improve?
- Which feature would they like us to introduce (or remove)?
This type of marketing activity has been called “sentiment analysis” or “social listening”. However you define it, brands that are able to see (and analyse) shades of grey will be the ones which will dominate the 2020s.
4. Alternative Channels & Micro Influencers
The 2010s were all about the giants. Platform giants:
And influencer giants:
- Kim Kardashian
- Critiano Ronaldo
- Selena Gomez
- Taylor Swift
Over the next decade, brands will be looking for the long tail of influence. Smaller social platforms offer access to niche audiences (at a far more affordable price point). And “micro influencers” allow you to target a world authority (albeit in a smaller pond).
5. Don’t Write Off E-Mail
E-mail isn’t dead. Yes, social media and direct messaging (see above) are more fashionable these days. But good old e-mail still has a lot to offer the digital marketer in 2020:
- E-mail marketing is incredibly efficient. As of a year ago, according to Oberlo e-mail delivered an ROI of $32 per dollar invested.
- It is robust. A social media platform could go bust. It could suddenly hike up its rates. It could suddenly decide to scrap advertising. Your e-mail list is your own.
- We can do a lot more with e-mails these days: high quality images, clickable buttons, even animations. These can improve conversions even further.
If you’d like to discuss any of the digital marketing trends in this article, please get in touch.