The basics of digital marketing like developing clear messages to attract the target customers still remains intact. However, the mode or channel is certainly going to expand. If you want to stay in the business and gain more customers you need to embrace the digital change.
SEO is going to change big time – SEO is one of the most popular digital marketing services. However, SEO is moving to voice search. According to Wordstream.com, in 2018, 2 out of each of the 5 people used voice search once per day. Another report of ComScore suggests that by 2020, 50% of all searches will be done through voice search. This clearly means more and more people will be searching through popular devices like Alexa or Google Home. So, you see the potential. We know you will hate it – but the conversions from voice search will be naturally lower because people won’t be landing on your website. But instead of making voice search a villian uses innovative techniques to make the most of this voice search technology. In fact, not many people are using this technology so you can adopt it early to stay ahead in the competition and acquire that traffic before the entire market shifts into voice completely.
Go with an omnichannel approach – Do you remember how Facebookbecame this famous? What’s the reason behind its growth? When you signed up, Facebook would send an email invite to your contacts to use Facebook. That single email channel helped the social media giant, Facebook grow to become a multi-hundred-billion-dollar business that we know today. But today this method is no longer relevant. Today, if you get an email invite to join a social media platform, you’ll most likely ignore it. So, now is the time when you can’t reply to just one marketing channel. You need to make use of multiple popular marketing platforms at a time to gain an edge over the competition. From content to paid marketing, social media to search engine to email marketing – you have to leverage all channels available. This is also a smart choice because if something happens to one channel like an algorithm change at least your business won’t be affected largely because you are diversified.
Experiment with new search engines and content types – Let’s admit this that text-based content is no longer in fashion – it is exhausted. It takes years and years to rank on Google – and sometimes we don’t have the patience or money to get there. So, what to do? Try experimenting with new search engines and content types. Video content is in vogue.YouTube is far more competitive these days. People spend their maximum time now watching videos rather than reading long text-based content. So, focus your efforts on the less saturated forms of content like videos and audio. Optimize for fewer commons search engines like YouTube and iTunes. These channels are relatively less expensive, so if you have less marketing budget you can still go with these channels.
Chatbots – Chatbots will continue to be the game-changer in 2020. Currently, 1.4 billion people are now interacting with chatbots. According to a study by Oracle, 80 percent of businesses are planning to use chatbots by 2020. This AI-based technology uses instant messaging to chat in real-time, day or night with customers, users or site visitors. While online chat representatives are being hired by many businesses, the high error rates and long wait time makes it a difficult and expensive choice. On the other hand, chatbots are inexpensive and they can answer visitor’s questions instantly. With the constant improvement in AI technology, chatbots are expected to improve further.
More complex algorithm updates – In 2020 expect more complexity. In 2015 when Google released the Panda update, businesses hated it like anything. But would you call an update bad if it is trying to get rid of spammy sites with low-quality content?Again in September 2016, when Google released Penguin 4.0 update, it’s intention was to penalize those spammy links, not your entire site. But the latest algorithm updates aren’t going to be this simple. Google no longer looks for standard metrics to rank a site – quality content and backlinks. By 2020 they will take into consideration other metrics also:-Is the user spending more time on your site than other ranked sites on Google?
-Is your website bounce rate high and is increasing continuously?
-Is your website’s click-through-rate higher?
-Is your website providing solutions?If you want to rank higher on Google, you need to understand your users. The search engine giant ranks only those sites that users love the most.When users search for a query, they aren’t just performing a search query; they are looking for a solution to their problem. Once you understand this psyche, you’ll be able to create a better product, the best experience and deliver great service that users expect.