With the ever-growing social media marketing trends, each year tends to bring about different innovations. In this mobile-driven age, digital marketers need to be updated about platforms including Instagram, Facebook, Twitter, and LinkedIn.
As 2020 is around the corner, here are the top five digital marketing trends that will be game-changers:
• Augmented reality (AR) and its increasing potential
Augmented reality is the technology that integrates digital information with the environment of the user in real-time. In simple words, it superimposes the virtual world into our natural world.
As some e-commerce retailers largely use social media networks to sell their products nowadays, Instagram is starting to push boundaries further to enhance the user experience. Using Facebook’s Spark AR Studio, Instagram has now launched the AR try-on feature, ‘Try It On’, for cosmetic and eyewear brands including MAC Cosmetics, NARS Cosmetics, Ray-Ban, and Warby Parker. Users can try out the products virtually using various filters, shop directly from the Instagram camera and share their stories. The platform will make this feature available for more products in the future.
With such instances where brands are able to create an immersive experience for the users, it would be a great alternative to run ad campaigns thereby creating more brand awareness.
• Use of chatbots and artificial intelligence
Just as a bot automates certain tasks, a chatbot’s primary objective is to have a one-on-one conversation with a human (customer). While there are simple ones that provide answers in binaries such as IF-THEN and YES-NO, there are complex ones as well. Chatbots in the latter category are run by complex AI algorithms that can provide updated details by compiling and analyzing data. In this way, online retailers can provide customers with relevant data 24/7. Although complex chatbots still need to understand the nuances of human language, brands online can use this technology to let the customers get information on the products in real-time and also recommend similar products. This will provide customers a personalized experience.
• The rise of niche social media platforms: TikTok
When it comes to the popularity of social media platforms, Instagram, Facebook, LinkedIn, and Twitter are the most used. But, there are new platforms such as TikTok that are going to be more popular in 2020. Introduced in 2016 as a Chinese social media platform, this app has become the most-used among teenagers with smartphones. It was the most downloaded app in September 2019, according to Sensor Tower.
Users of the app can participate in various challenges based on different communities. Brands can use this platform, create a challenge for the users, which can lead to the popularity of the brand. Moreover, as this platform is targeted for users below 30 years of age, brands, which are B2C, can know more about the consumer behavior of the younger generation to market their ideas.
• Word-of-mouth marketing (WOMM)
In the digital world, word-of-mouth marketing will become more popular in 2020 than ever before. The best way to know a brand’s authenticity is through the recommendations of people one trusts. It completely depends on the brand how it offers a customer value-added experience and turns him or her into an advocate of the brand voluntarily. The customer, in fact, becomes the marketing tool. Yelp is perhaps the biggest WOMM tool until the date for restaurant recommendations.
Brands in the not-so-distant past have used social media influencers to review their products, which in turn, has effectively increased their sales. Brands can increase the user-generated content (UGC) by creating business-specific hashtags on social media platforms. Brands can also use customers to refer to other people by incentivizing them. If brands utilize this strategy on a regular basis, it will reach out to more audiences in a very short amount of time.
• Marketing by understanding the need for the consumer’s privacy
With the General Data Protection Regulation in Europe that came into effect last year and California’s Consumer Privacy Act that will come into effect next year, digital marketers would have to rethink how to use tracking cookies. By next year, companies would have the data of a less number of consumers as the collection of data will be highly scrutinized. Brands will have to emphasize and incentivize their relationships with those consumers who are willing to share their information and guarantee them the privacy they demand in return.
The year 2020 will be more focused on personalizing experiences for the consumers across all platforms and these above-mentioned marketing trends will certainly be used in one way or another.