Online Marketing Trends 2020
Soon another year has passed and we can write in 2020. The year 2019 has already brought many news with it, but we ask ourselves: What will 2020 bring? Which Online Marketing trends are likely to shape the year 2020? It turns out that in 2020 people are becoming more and more the focus of attention. More authenticity in the world of high-technology and digitalization. We can tell you what you can expect in terms of Online Marketing in 2020.
Personalization – the individual approach
The success of entrepreneurial activities depends on the individual approach to new and existing customers. The challenge is that users no longer feel directly addressed by the abundance of advertising messages in the media and are easily distracted. It is therefore becoming increasingly difficult for companies to reach their users and leads with their messages. In order to meet the requirements and wishes of users, it is essential to collect, evaluate and structure user and customer data. This is the only way to guarantee personal support on the world wide web and attract the attention of users and leads. If you maintain your customer relationships and have access to relevant data, you will gain a competitive advantage. Users are asking for more transparency and by demonstrating your products and services added value, they will appreciate and in the best case also purchase your product. Especially, in Europe it is one of the key success factors to show your responsibility as a company by being transparent about your business. By approaching users personally, you need to collect data, which is one of the most discussed topics in Europe. Particularly Germany has strict laws and regulations in terms of data protection. User expect you to handle their personal data in a transparent and responsible manner. Only if your business is open about the way data are being handled, you can implement personalization successfully in a long term.
Voice and audio marketing
Voice messages in messenger apps (e.g. Whatsapp, WeChat) and voice control of smart home devices are gaining more and more importance. The weighting of voice searches in search engine rankings has been increasing steadily for the past few years as well. Contributions that sound good and deliver meaningful results via voice search are already being prioritized by Google. In search engine optimization (SEO), consider voice search as well as classic search in the future. Language assistants such as Siri from Apple or Xiaodu Xiaodu from Baidu are being integrated step by step into our everyday lives. Both audio books and podcasts are becoming more popular with users. This demand for auditory content offers you a new way of positioning yourself in addressing your prospective customers.
Social Media – our daily companion
A trend that shouldn’t be too new is social media. Social media has grown immensely in recent years and the number of users has multiplied. Social media has become an integral part of our everyday lives and is now firmly anchored in almost every person’s everyday life. It stands for interaction and contact with friends, influencers and brands. So far, the use of social media channels has been centered on Facebook. However, the focus is also shifting to other platforms than Facebook. The use and growth of Facebook is slowing down, but the number of users, for example on Instagram, YouTube and Pinterest, is rising. The individual channels must constantly realign and expand their functions and features. A cross-channel social media strategy is required so that you can fully exploit the potential of all channels. E-commerce and social media are also slowly merging. Last year, some platforms added a shopping feature to their functionality. The path to buying the products displayed in the feed is thus becoming shorter and shorter. This makes online shopping even easier for the user. It provides a direct way to find out more about products that have caught the user’s attention.
General Data Protection Regulation in Germany
The General Data Protection Regulation in Germany (DSGVO) came into force on May 2018 and has since become firmly anchored in the minds of every entrepreneur. In the future, you can prepare yourself for further data protection requirements through further regulations. The Internet Privacy Regulations and browser restrictions will make the use of cookies more difficult. On 1 October 2019, the European Court of Justice (ECJ) decided that cookie consents and detailed information will finally become mandatory. There is therefore no way around cookie-free tracking in the future to assess one’s own advertising measures. Every user must expressly consent to the use of cookies. The passive, non-checking of a checkbox does not constitute an effective consent action.
Artificial Intelligence
As in many annual forecasts, artificial intelligence is also on the list again. The use of artificial intelligence in digital marketing is increasing more and more. Many large digital advertising companies have announced investments in artificial intelligence for 2020. The use of machine learning is intended to improve personalization and increase user commitment. By using AI, companies will be able to better understand their target groups and address them with relevant, personalized messages. This will significantly increase the use of the advertising budget.
Conclusion
We remain curious as to what changes we can expect in 2020. Keep up to date so as not to lose touch with the processes and changes.
