The digital space is constantly evolving, and always in magnificently large strides. And because of that, every year brings with it its own challenges (and just as many innovations) to the field of digital marketing.
The year of 2020 was no different. It brought with it new and inventive methodologies in advertising. In this article, we are going to cover some of the most important trends and phenomena in digital marketing.
1. Streaming Video Ad Engagement
Video ads are more popular than ever, and it is highly unlikely that they will decline in popularity going forward. This can present a challenge to businesses and enterprises, as it is now incumbent on them to create engaging video content for a variety of purposes.
It all begins with the brand, which must be solidified as a concrete idea before any marketing campaign proceeds. After a gradual process that takes your prospective customers on a journey through your brand and its offerings, a video (or video campaign) should call consumers to action.
After you have successfully built a comfortable level of trust between you and your customer, then they are likely to receive the message you want to convey accurately.
Make sure the videos are aesthetically pleasing, informative, and in sync with your brand.
2. Voice Search
As digital assistants and smart home systems like Alexa, Siri, and Google Home grow in popularity, so does the frequency of voice searches. Voice search presents a unique challenge to the field of marketing and Search Engine Optimisation, as the behaviours employed in a voice search are quite different from a query typed in a search bar.
The data has shown that users tend towards politeness when making a voice search, asking in complete sentences rather than just keywords. “What’s a good Indian restaurant nearby?” is more likely to be the search query than “Indian restaurant nearby, and as such, it is important to tailor your content to this new phenomenon.
3. Google’s New Protocols
While Amazon is now the top search engine when it comes to finding products, Google remains the top search engine when it comes to informational queries. And this year, they instituted updates to both Google Ads and Search.
Smart Bidding was implemented in Google Ads, which is a protocol that optimises and automates your bidding, especially during sales. The protocol gives you different conversion actions to choose from, which can be simultaneously used in a number of different campaigns.
Position Zero is a protocol in Google Search to analyse content for rich snippets in websites. Rich snippets are parts of content that corresponds directly to certain customer inquiries, and depending on your SEO, it could connect a customer directly to your product or website if it matches their query.
4. The internet is going private.
With the many ways data has been used unscrupulously in the last few years, many countries are scrambling to implement data privacy laws that are likely to affect the digital marketing industry.
As such, it is important to anticipate these new regulations and adjust your business and its website to these practices even before they become common knowledge. While this can seem like a setback towards marketing, it can help businesses forge better relationships with customers if the customers know that their data is safe and not being used for any malevolent intent.
Whatever business you are in, and whatever product or service you may offer, it is important to keep abreast of the trends and developing practices in digital marketing. After all, the digital space is an unforgiving and fickle space that can change greatly in as short as a few weeks.
And if you need the help of a Gold Coast digital marketing agency, send us at Shuttle a message. We have the capacity to transform your business into an industry powerhouse.