2020 – The Future of Marketing

  • Author: Alistair O'Sullivan

How will marketing change in 2020?

Artificial Intelligence 

When we think of Artificial intelligence, the first thing that comes to mind is Arnold Schwarzenegger with his legendary “I’ll be back” quote. However, in the aspect of digital marketing, AI isn’t at all that intimidating!

AI is now being integrated into our everyday lives. For example, we are now seeing a rise with self driving cars and applications such as Netflix and Amazon who use AI to help with recommendations for products and services. 

We continue to see AI being used in a range of up-and-coming marketing applications. These include:

  • Content creation
  • Voice and Face recognition
  • Chatbots
  • Digital assistants
  • Highly targeted marketing strategies.

AI will soon become a normality in terms of marketing strategy because of it’s highly accurate ability to analyse consumer behaviour. In addition, feeding into a better, more interactive and unique buying experience.

Voice Recognition

In the past decade we have seen the introduction of Siri, Alexa, Cortana, and Google assistant. This is done by where the user speaks directly to their device instead of typing a request or manually performing a task. This feature (done on a device) is far on the rise!

As a consumers preference adapts and begins to use voice assistants more and more, marketers working with SEO should consider optimising their websites to recognise voice search.

Furthermore, picking out keywords through voice recognition will take less time. People are looking to spend the least amount time searching for products. Whats quicker, saying something or typing it out?

Chatbots

Chatbots will soon be more able to have “real” conversations, thus potentially improving the landscape in a big way for digital marketers. They will continue to evolve into more practical, versatile tools for both businesses and consumers. The next year is a promising one in terms of integrating chatbots in many industries and platforms. Therefore, by 2020 they will most likely be a normal part of the average user experience.

More often than not, when on a website a chatbot will appear if you have any questions or queries. This can be far more useful rather than having to wait for a few hours/day to get a email reply off a member of customers service. 

Any business that has a website with traffic can benefit from a simple chatbot that answers the most common visitor questions; helping convert visitors into warm leads.

Influencer Marketing

As the word suggests an influencer is someone who will showcase a businesses products to create more sales. For example, a prime example of this would be a person on Instagram who has a large following base and post a picture wearing clothes. In the caption of that picture then writing where to find those products (website) and usually with a discount code.

As social media rapidly expands its grip on the marketing industry, business are now looking to hire “influencers” to up sell their products. The main platforms these are usually seen on are: Instagram, Snapchat and Youtube. 

  • Instagram: £1000 per 100,000 followers
  • Snapchat: Starts at £500 per campaign in 24 hours
  • YouTube: On average £2,000 per 100,000 followers

Therefore, the use of an influencer has dramatically increased recently and also having a positive impact on businesses in the context of CRO and ROI. This may be slightly more difficult for a small upcoming business with a limited budget. However, if you are big business and have the available funds to optimise this aspect of marketing. This means it can be extremely beneficial to your ROI.

Instagram, snapchat and youtube are all very unique as they primarily use videos on their platforms. This then allows for information to be seen quicker, easier and more enjoyable than written text thus helping with conversion.

Artificial-Intelligence-Code-Blog-Image

What does this mean? 

The traditional digital marketing of SEO, content marketing, social media, community management, and more, are experiencing dramatic developments and changes; as innovations in the development of technology. 

All digital marketers need to stay on top of the trends listed above to ensure that their marketing strategy is up to date; but most importantly competitive.