7 marketing trends for 2020 that you need to know

In order to be successful in the market, it is essential that you keep an eye on the best strategies!

Marketing trends – An illustration of the number seven next to a megaphone

For marketing professionals, preparations for 2020 started even before 2019 ended. Creating new strategies, setting goals, developing marketing plans, creating editorial calendars, etc. There’s a lot that needs to be done.

But merely repeating what was done during the previous year isn’t enough. After all, a lot changes in 12 months: new technologies are discovered, platforms fall out of favor, others become popular and consumers’ behavior is transformed.

Therefore, knowing the marketing trends is very important to ensure that your company will be able to keep up with the changes and adapt to market changes. Only then will your company be able to stand out and be one step ahead of your competitors.

With this in mind, we have gathered the top 7 marketing trends for 2020 so you become familiar with them and apply them in your business. Keep reading and check them out.

1. More investments in Artificial Intelligence (AI)

Artificial intelligence (AI) is no longer a topic of science fiction and has taken over our daily lives.

An example is the popularization of chatbots, virtual attendants that replace people in user services. With them, a company can answer questions about products, provide information on the delivery status of merchandise or access certain services.

And the uses of artificial intelligence in marketing are not limited to virtual attendants. Voice recognition services are increasingly sophisticated, thanks to the growth of voice searches and personal assistants, such as Amazon Alexa and Google Smart Home.

The trend is that investments in this type of technology will continue to increase in 2020. AI has the great potential of improving user experience, which is more than reason enough for many companies to include artificial intelligence in their routine.

2. The use of private chats in customer service

For a long time, the only channels for the contact between a company and consumers were email and phone. But social media has transformed this scenario.

In addition to being useful to attract your audience’s attention, these channels also serve as customer service channels. Services such as Facebook, Twitter and Instagram have direct messaging (DM) features.

It didn’t take long for many brands to start using these private chats to contact their audience. In addition to being more convenient, they convey an idea of closeness to customer service, which is important to strengthen the relationship between brands and the audience.

And for this year, one of the biggest digital marketing trends is the use of messaging applications, such as WhatsApp and Telegram, to contact users.

WhatsApp for example, has been used for sales for some time now, especially after the platform released its corporate version, WhatsApp Business.

However, you can go beyond and use these applications to share promotions and innovations with the creation of chat lists.

In the future, it will be possible to complete a purchase through these applications. Since 2018, WhatsApp in India has a payment system via app, which will soon be released in other countries.

3. Greater personalization of the experience

Another major promise for the marketing world, which is already being successfully experimented by several companies, is the personalization of the user’s experience.

Offering content and services tailored to each user’s interest is no longer a mere unique feature, but a necessity. Just check out the feed on any social media. All of them gather recommendations based on each user’s profile and browsing habits.

In addition to pleasing users, this increases engagement with the content. After all, there are great chances of users interacting with content in which they are interested.

Just to give you an idea, a survey conducted by Accenture Interactive revealed that 91% of consumers prefer to buy from brands that make offers and recommendations aligned with their interests.

Therefore, if you want to win over more customers in 2020, you need to offer personalized experiences.

If you have an email marketing strategy for example, you can send segmented offers and newsletters according to each user’s profile and interests.

4. Increased demand for audio content

Another major digital marketing trend for 2020 is the production of audio content.

This is because users are searching for faster and more agile experiences, and want to consume relevant content anywhere.

There are several ways of offering audio content for your audience, such as include a player in your blog posts.

Thus, instead of reading texts, visitors can listen to a spoken version of the content while they perform other activities.

But without doubt, the best type of content that explores the advantages of audio is podcasts.

This type of content has become quite popular and as of 2019, 51% of the US population has listened to a podcast, according to a study by Nielsen and Edison. And it looks like podcasts will keep growing.

With this in mind, you can create a podcast program and offer relevant content to your audience. This strategy will help you increase your brand’s reach and engagement rates.

Therefore, if you don’t want your brand to fall behind in 2020, make sure you invest in podcasts.

5. Increase of visual searches

Among the latest marketing trends that seek to optimize user experience are visual searches. This feature is very common in search engines and allows users to search based on an image, such as a photo or screen print.

Several tools already offer this feature, such as Google Imagens, Google Lens and Pinterest Lens. Thus, users can see an item of their interest, take a photo or screen print, and search for similar products on online stores.

According to data from Gartner consulting, brands that adapt their websites for visual searches will have a growth of up to 30% in their online sales by 2021.

Therefore, it’s important that you apply SEO techniques for images on your business’ website. This includes inserting title tags and descriptions that help search engine algorithms understand what the image is about and relate it to user searches.

6. Growth in the use of digital influencers

Among the marketing trends that became stronger in 2019 and are expected to continue being important in 2020, is the use of digital influencers in advertising campaigns.

Digital influencers are people who produce content on social media and online platforms, such as Facebook, Instagram and YouTube. And from this content, are able to influence audience behavior.

With an eye on this market, many brands have started to establish partnerships with several influencers to advertise new products and promotions with their audience.

And in 2020, influencer marketing will continue to be an important strategy. The difference is that now, there will no longer be the need to focus on profiles with thousands of followers on social media.

The trend is to invest in micro influencers, those with a smaller number of followers, but who have a lot of relevance and authority in a market niche.

7. Consolidation of video marketing

Video marketing was one of the big best of 2019 and is still one of the biggest marketing trends for this year.

Every year, videos become consolidated as users’ preferred content format when it comes to consuming information. Videos are easy to consume, they adapt to several devices and are more didactic than texts.

Besides informing, online videos can help in the purchase decision. According to a survey conducted by the Wyzowl website, 78% of the people surveyed said that they decided to make the purchase of software or an app after they watched a video.

According to data from the Wyzowl website, last year alone, 87% of marketing professionals used videos to promote their brands. And 79% of users consider videos as the best format to follow their favorite brands, according to the Brightcove website.

If you wish to increase your brand’s reach and win over more customers, make sure you invest in video production, even if you have a small business.

With technological advances, you can produce quality content even with a smartphone.

Keep an eye on the marketing trends for 2020!

2020 is just getting started, but you can already have an idea of the strategies that will dictate marketing’s direction over the next 12 months.

As you can see, some of last year’s bets, such as video and influencer marketing still deserve attention. Others, such as artificial intelligence and private chats are still new to many entrepreneurs.

And of course, by December, a lot can change and new trends might appear throughout the year.

However, all the marketing trends we mentioned are guarantees of positive results and shouldn’t be left out of your planning.

So, don’t waste time and start applying the strategies that are best suited to your business and audience.

But don’t forget to plan all of your actions. Check out our article on how to set up a media plan..

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