The digital marketing landscape is evolving at a rapid pace and in line with new technology. As a result, new tools, trends and techniques are being introduced to enable businesses to better cater to their consumers’ needs – both online and offline.
A Forbes article explores three trends likely to gain ‘explosive popularity’ this year. Let’s take a look at what they are.
1. Voice search dominates search queries
Experts estimate that voice search will account for half of all queries this year, regardless of device. This may be because voice search satisfies consumers’ need for urgency; it’s no secret that today’s shoppers have grown impatient after becoming used to the immediacy provided by the internet and their smartphones. This has resulted in a fundamental shift in their expectations of brands; they demand seamless experiences across every touchpoint.
Focusing on voice queries optimises a website for zero-click searches as well as for features snippets. The majority of digital assistants will only read the top entry featuring on the results page, and rich snippets typically occupy position zero. Here are some things to bear in mind when planning voice search optimisation:
● Voice searches are more about natural language and questions than keywords, which will impact your keyword research. Rather than a string of words, focus on question-based searches instead.
● Develop content that directly answers the query. Use ‘The People Also Ask’ box in the results pages for insight on other queries related to the original one – you can seek to answer these in your content too, as this will add even more value.
● Keep your tone conversational, as Google’s latest BERT algorithm update allows it to understand the context of search rather than picking through the individual words. Prioritise readability and simplicity in your content.
2. Video content continues to gain in popularity
Video is already big, but it’s expected to get even bigger this year – fuelled in part by the popularity of vloggers and the increasing number of brands using influencers as part of their strategies. HubSpot found that around half of users want more video content from the brands they engage with.
You should seek to use videos across channels, making sure they are valuable and relevant for your target audience. Product demos and tutorial videos are popular choices for brand websites, as they are much more engaging that bulk text – encouraging people to stay longer on the site.
Social media channels – like Facebook, YouTube and Instagram – are popular for livestreams, which can be useful for product launches, conferences or any other events you’re attending. You can even host live Q&As with your audience.
3. Social media expands functions
In 2020, social media is so much more than likes and shares. Platforms now let users shop, create groups, play games and watch live events. Therefore, one of the best things you can do is maximise your social media strategy.
From marketplaces to shoppable posts, users can now purchase directly on Facebook and Instagram. This means that companies no longer need to think about how to integrate their online shops with their social profiles. The aim should be to cut the number of steps to checkout, providing a faster process so that sales abandonment also drops.
Social media is also useful for social listening through online communities. While measurement tools are still helpful, niche online groups can offer more accurate insight into your target audience’s needs, wants and concerns.
If you need help harnessing these digital marketing trends, why not get in touch with Delta Creative to find out about our creative and shopper marketing services?