We have a whole outline of project promotion, but the conditions, trends, and aspects are constantly changing and are forcing us to change strategies. In this regard, we retell the column of Richard Lew, co-founder of the Youth survey and visualization service, about what trends will come to marketing next year, and what to do with them.
Table of Contents
Voice search and user convenience dictate their own rules – you will have to optimize the entire project for them.
popularity of voice search and voice input has been growing over the past five
years. Despite the fact that in the last year this growth was not maximum,
there is reason to believe that in 2020 it will remain in the list of main
digital trends. Already now, according to Google, 20% of queries in the search
engine are voiced by users, and 71% of smartphone owners aged 18 to 29 use
means that sites and business accounts in social networks will have to be
optimized for voice search queries. But the trend will affect other aspects of
the business process: for example, choosing a name for a company, you will have
to consider how easy it is for users to play it out loud so that the search
returns the desired results.
Spam is replaced by personalization: it is not enough to collect information about consumers, it is important to use it correctly.
comes a time when marketing is no longer a tool for mass transfer of
information to the market: users are becoming smarter, like the dissemination
algorithms themselves. Therefore, personalization steps through the network by
leaps and bounds, and you need to use it wisely.
Now it’s not enough just to find out the mail of the client who made one purchase in the online store and terrorize him with a weekly newsletter: in the worst case, it will go to the spam basket and the person will not see it, at best it simply won’t open the letter.
Brands must learn everything from the consumer, from age to preferences, in order to successfully promote their products, and not all in a row, but only those that a particular person needs.
Chatbots will continue to grow in popularity, but they themselves must change.
The integration of chatbots and AI will help best of all: the “robot” on the other end of the messenger should learn to understand what they want from it and be able to figure it out even when the interlocutor did not use the trigger word.
From this point, it will be close to the active work of bots with clients. True, considerable amounts will have to be paid for the creation and development of such products, which means that the trend will not affect small and medium-sized businesses soon.
Social networks and their audience are changing: therefore, you will have to take a fresh look at working with them.
In 2019, the scope of the promotion was shocked by the news about Instagram’s upcoming abandonment of likes, but this will not end there. Lets notes that social networks as a whole will pay more attention to ordering and quality of content, and perhaps there will be more restrictions on advertising, and brands will have to dodge for a successful promotion.
Another change will affect the audience the brands work for: contrary to popular belief, already on the same Instagram, there are more users in the age group of 45-54 years old than 13-17 years old.
To catch the latter, you need to go beyond the usual sites – for example, in TikTok. The application is actively gaining popularity and has not yet reached the ceiling, so digital gurus are actively looking for ways to promote in the format of short vertical videos.
Perhaps by 2020 internet marketing Los Angeles will produce examples of good advertising on this social network – or maybe we will get other sites that will “take off” at the same speed.