Digital Marketing Trends 2020 - Ivo Pontes - Marketing Digital
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Digital Marketing Trends 2020

Digital Marketing Trends 2020

tendencias-de-marketing-digital-2020

A new decade carries the weight of change and 2020 will not disappoint when it comes to new trends in the digital marketing area.

At a time when we’re struggling with the need to automate campaigns and simultaneously make them more personal, humanizing them, we’re experiencing a real paradox.

From replacing influencers with micro and nano-influencers to voice research, in this article, you can learn about the main trends in digital marketing in 2020.

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1 # More interactive emails

Interactive emails are already a reality and will be increasingly important in the digital presence of brands.

Newsletters and simple emails are losing ground due to the emerge of functional emails that resemble authentic internet pages, which may include videos and start using artificial intelligence more and more.

AMP for Gmail is a new tool from Google that aims to respond to this need for companies to make their emails more interactive, where recipients can learn more about the product and even make a purchase without leaving their inbox. e-mail.

 

2 # Micro-influencers and nano-influencers

Users are losing confidence in influencers and celebrities because, often, they aren’t honest about some products.

The consumer tends to have greater confidence in close people, such as family or friends. In this way, some micro-influencers and nano-influencers give them more credibility when sharing the brans.

While Influencers charge very high fees for advertising, Micro-influencers tend to have less associated costs coupled with a higher rate of engagement, being closer to their followers.

 

3 # Social commerce (shoppable posts)

Previously, despite the dissemination of articles and services on social networks, users needed to leave the application and enter the website. With Social Commerce, users can now purchase directly through the publication or advertisement.

Although this reality is not new, having been introduced in 2005 by Yahoo, it has gained more and more relevance and the tendency is to be more and more used.

Imagine how easy it would be to see a publication of an idol of yours where he/she recommends a book and, through the publication, be able to make the purchase on your mobile phone in a matter of minutes or even seconds.

If you had to open the company’s website in another tab or involved more steps, the more likely it would be for you to leave the purchase for later and eventually forget or end up buying with another company.

Decreasing the steps required to make the purchase and simplifying the process makes the consumer experience more enjoyable and decreases the probability of abandoning the purchase.

 

4 # Voice search

ComScore predicted that 50% of online surveys done in 2020 would be by voice and may not be so far from the truth.

It’s personal assistants like Siri from Apple, Alexa from Amazon or Cortana from Microsoft who introduced voice research to us and have helped it gain ground in the market.

Voice searches have been on the rise and companies can now completely transform the experience of consumers by adapting their product catalogues to this reality.

In this way, they speed up and simplify the process, making it possible to make a purchase only through voice commands.

It was companies like Blutag and Jetson that made this possible, allowing brands to personalize the voice search experience, adapting it to the needs of the customer and the interests of the brand itself.

 

5 # Alternative platforms

Users tend to leave traditional social networks and look for new options due to the excessive presence of brands in these applications.

Thus new alternatives emerge, some already existing ones gain relevance as is the case of Pinterest and TikTok, others are created to respond to needs like the People application.

These new means of digital communication demand brands to adapt to the new reality and a completely different universe.

In this way, it is clear that only those who can adapt to the constant changes that are presented survive in the digital world.

 

6 # Direct messages

Personal messages have gained importance for consumers who are increasingly looking for quick responses from brands.

Using social networks for Customer Service brings the potential consumer closer to the company, making the entire conversion process more personal.

Fashion Nova is the perfect example of how communicating directly with the customer helps in building relationships, by sending exclusive and personalized coupons to the tastes of each customer and reminders to finish the purchase on the website where the customer left items in the cart.

 

7 # Feelings analysis

Knowing what others are feeling has always intrigued human beings. Knowing consumers’ feelings allows the brand to know their opinion of its products and adjust its digital marketing strategy to it.

There are already applications that serve to categorize the comments of followers as positive or negative, however, human emotions are much more complex.

Analyzing consumer reactions to products was already an important marketing tool, but new technologies will allow this analysis to be taken to another level and thus increase customer acquisition and satisfaction.