Online Marketing Trends

There is always news in online marketing. Algorithms that change, social networks that appear on the scene, new tools, new methods, and systems to capture leads and attract the attention of users. There is always something new to know in this field. Discover the 10 Online Marketing trends for 2020 to take into account.

1. Growth Hacking

Growth Hacking is one of the most fashionable words in Digital Marketing today. It is widespread in the US, where it has become a highly demanded profession in the Startup world.

It is a methodology that seeks to increase online sales of a business using new techniques and digital marketing tools that save costs. The Growth Hacker is in constant experimentation, researching and performing A / B tests to seek to capture more leads and increase business.

If you are interested in this new methodology, take a look at Growth Hackers, the largest online community of these professionals to date. In the next year, you will hear it much more frequently.

2. Testing A / B in SEO

One of the tasks that a Growth Hacker performs continuously, as well as many marketers, is the creation of A / B tests on landing pages, newsletters, banners, etc.

A / B testing has also reached SEO, so different tests are carried out to isolate the variables that really work to attract traffic. You can try launching the same page with two different titles and meta descriptions and see which one works best when it comes to capturing users in search engines.

3. AI-based tools

Until now, artificial intelligence and machine learning have only been used in some tools created for specific development purposes. Smart programming wizards are becoming increasingly popular with web developers. For example, Kite for Python programmers offers assistance and suggestions to help in the analysis of documentation, or when carrying out debugging exercises.

In 2020, Software as a Service (SaaS) packages will begin to incorporate artificial intelligence and machine learning.  Cloud services already use AI-based algorithms, and the time has come for AI tools to start being offered through subscription-based services.

4. Implementation of Chatbots

The most widely used chatbots currently are Facebook Messenger and WhatsApp Business, which are easily installed on a website or e-commerce and allow users to communicate directly with the website managers. If you have an online store, we recommend installing this type of chatbot so that users can directly consult their questions about a product or purchase process without leaving the web.

5. Natural language processing

Natural language processing (NLP) not only has a direct application in the chatbots. State-of-the-art language processing systems are also being created that can distinguish between passing mentions of a brand and those that have a real purchase intention, and offering the brand a list of potentially interested users.

6. The progressive forms

Forms are important in your online marketing strategy, but asking too much information can cause the user to become saturated and leave the web before completing the form.

The progressive forms solve this problem since they “remember” the user and only show them the fields that they have not yet completed on a previous visit.

For example, if you are an interior design service provider then you can create several ebooks or pdf guides that the user can download in exchange for filling out a form. For each content, a form with different questions is included (always keeping the name and the email that is the way to detect that it is the same user) and in this way, throughout various accesses and content downloads, you get much more information full of that user. Once you have the information you want, you can contact the user through email, phone, etc.

7. From the conversion funnel to the flywheel

This same company dedicated to Inbound Marketing – Hubspot – has surprised the marketing community by proposing to go from the conversion funnel to the flywheel, a circular route that seeks to turn the traditional funnel with the aim that customers that you have already achieved help you generate new sales and the process starts again.

8. More advertising on Instagram and less on Facebook

Instagram is one of the preferred social networks of users and one of the most used by influencers and marketers. According to some research, in 2019 Instagram advertising spending grew while Facebook investment decreased, due to the fact that the first social network offers better levels of engagement. Over the past year, permanent Instagram posts achieved more fan impressions than Stories, although the number of brands using Stories has quadrupled over the same period and investment has grown by 213%.

9. Collaboration with micro-influencers

In recent times, platforms have emerged that connect brands with influencers and communication agencies specialized in the relationship with influencers. These agencies prefer to work with micro-influencers who stand out within their niche, are honest with the number of followers and visits to their website, and have interaction with their followers.

Brands and agencies are no longer so interested in working with great influencers as they charge stellar figures and their numbers of followers have been sometimes questioned.

10. The podcast and video formats that stand out the most

The podcast format is nothing new, but platforms for playing audios on demand, such as Ivoox or Itunes, continue to increase their number of users and reproductions each year.

According to Statista, 40% of people with internet access listen to podcasts at least once a week and, what is even more revealing, 65% of listeners surveyed in the  2019 Pod Survey  They listen to traditional radio live or on-demand today. Another important fact is that the average podcast user prefers a duration of between half and an hour of the programs.

Video is still one of the most popular formats. YouTube is and will continue to be in 2020 the social network with the most visits worldwide. Live videos, which do not require subsequent editing and which can be recorded from the smartphone itself, will continue to be a trend as it is the most accessible and cheapest way for a brand to communicate.

Podcasts and videos are a unique opportunity to sneak into the daily life of the audience, offer them content that is of interest to them and generate more traffic to your website, create a solid community of followers and greater loyalty over time.

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