Priya Mathur
It seems like yesterday that 2019 has begun, but there are only about a month left in 2019. Did you all have a good year? There may be some unfortunate points, but I hope you finish the rest of the year well. In fact, as important as finishing this year well is preparing for next year.
In that sense, let's take a look at five digital marketing trends that will lead the blog post-2019, which was popular last year, and what factors will become digital marketing trends in 2020.
1. Dark Social
Have you heard the term 'dark social'? Dark social refers to online traffic from unknown sources. For example, it is not dark social if you directly access the site to see a product, or if you come through a link from Facebook, Instagram, etc. Because you can track the source. On the other hand, if you access via a private messaging app such as KakaoTalk, or a link shared via SMS or email, there is no way to verify the source. In other words, we consider the messaging app, SMS, and email to be dark social, from the marketing perspective.
Increasingly, the share of dark social is increasing. Rather than reducing the frequency of posts on public social media platforms like Instagram and Facebook, people are sharing more information or content in private messaging apps like KakaoTalk. This year's release from the Global Web Index confirms this trend. In the table above, below, consumers tend to use messaging apps (63%) more than social media (54%) when they want to share information or content. About 20% of consumers share information or content only through the Messages app.
In addition, in the table below, the third link to the website for sharing the product (50%) is followed by a personal photo (74%), image or video (72%) among those shared via the dark social platform. You can see that as high. The data shows that dark social is a very important factor that cannot be ignored in terms of marketing.
For social marketers, dark social may be an unknown area, literally 'dark' because its source is unknown. But you can't just leave it as unknown. In the future, it is necessary to find a way to identify the identity of dark social, and at the same time, devise a marketing method using dark social.
2. Voice Search
Many of you have used Voice Search once. Voicebot released this year's data show that voice search is growing. As of January 2019, 58.6% of US consumers have used Voice Search. You'll also notice that Voice Search is more frequent in January 2019 than in September 2018. While Voice Search hasn't replaced all of the traditional search methods, it's growing. Therefore, voice search optimization should also be done thoroughly. To learn more about Voice Search and how to optimize it, see the Twinword blog post, The Future of Voice Search and SEO.
3. Personalized Video Marketing
Perhaps one of the hottest keywords in the marketing industry lately is personalization. Personalization is underway in many marketing fields, and video marketing is no exception. According to a report released this year by the CMO Council, 48% of consumers say that video quality reflects a particular product or service they own or care about when making a decision. In addition, it was important to interact with people (43%) to make decisions about the topics and when they would like to see them, to consider their location (22%), and to use their name and information in video (12%).
So what is personalized video marketing? Custom video is any video content that is relevant or customized for each audience group (such as a customer or influencer). You should consider custom videos because they have advantages over regular videos. According to NG Data, the use of custom videos doubled the engagement and stayed 62% more time on the landing page than usual. Also, according to Emailmonks, conversion rates rose by as much as 280% when using custom videos than when sending mail with regular videos. In addition, custom videos can also serve as a bridge between your brand and your customers, and ultimately increase sales.
Custom videos can vary in style to suit different situations and audience groups. Examples of custom video types include the following: Please note!
- Custom invitation video: An invitation video that contains the recipient's name or information, as opposed to the usual invitation video that you send as the event runs. People are more likely to respond to a custom invitation than a regular invitation.
- Connect via social media: You can also enhance your social media campaigns with custom videos. It's a great way to increase awareness, increase engagement, and strengthen relationships with your audience. For example, charities can create personalized videos to thank donors, engage people in fundraising, and build a strong and engaging community of supporters.
- Custom Brand Stories: Custom brand stories are one of the best ways to engage your audience with campaigns, products, and new updates. It's a great way to thank your users for your brand's journey and convert them into loyal customers.
4. International SEO
As the word “global village” suggests, the world is increasingly connected physically and psychologically like a village. And especially after the creation of the Internet, this tendency has become stronger, and if you are a company that targets multiple countries or languages, you should definitely consider international SEO.
International SEO is the process of optimizing your website so that search engines can easily identify the country you are targeting and the language you use for your business. By using International SEO, you can expand your audience and at the same time rank high in different regions or languages within your search engine. The most important thing to watch out for when doing international SEO is duplicate content. So how do you do international SEO? It can be divided into three stages.
First, the content is very important. Your content strategy should always begin with the keyword searches for the regions and languages you're targeting. To reach potential customers in other countries, you need to translate or recreate your content, taking into account cultural differences that exist across countries.
Second, you need to specify your target country and territory with an internationally friendly URL structure (country targeting). There are four main ways to set up your URL structure. There are four types: 1. Top-Level Domain, 2. Subdomain, 3. Subdirectory or Subfolder. 4. URL Parameters. See the image below for an example of each method.
After setting up the URL structure, the last thing to do is to set up the Hreflang tag. Hreflang tags are HTML tags that tell search engines what results to display to the user. The example tags in the table above are Hreflang tags that designate a French site as an alternate site in addition to the original site. In this way, you can use the <hreflang> tag to specify the page language and target country. Note that when you use the <hreflang> tag, you need to put a bundle for each language.
5. Mobile Optimized Email Marketing
Litmus released data this year, which shows that 41.9% of all open emails in mobile are higher than webmail (39.9%) and desktop (18.2%). When it comes to email marketing, the mobile environment is something to consider.
Responsive Design should be used to design e-mail for the mobile environment. Responsive design is a way for a website to automatically change its size based on the device environment, whether it's a PC, mobile phone or tablet PC. If you use responsive design to make it easier for users to view your email in a mobile environment, you may be able to achieve higher CTR.
6. Responsive Search Ads
This year, Google introduced a new search advertising method called "Responsive Search Ads." In 2016, it's been three years since we launched Expanded Text Ads. Responsive search ads are likely to be the hottest search ad trend in 2020 and will soon replace expanded text ads.
The basic idea behind responsive search ads is that when an advertiser enters up to 15 titles and 4 descriptions in a responsive search ad, Google Ads selects up to three headlines and two descriptions per ad based on the search query of a specific potential customer. Is to display in different combinations and order. At this point, the more headlines and descriptions you enter, the better your ad performance will be by increasing the likelihood that Google Ads will show relevant and matching ads from potential customers.
There are four major benefits of responsive search advertising that Google explains for itself.
- You can create more flexible ads that scale to the width of your device, giving you more room to reach your audience.
- After entering a number of headline and description options, you can save time by letting Google Ads show your customers the most relevant combination of ads.
- Multiple ad titles and description options allow your ads to compete in more auctions and match more search queries, reaching more potential customers.
- Responsive search ads can help you compete in more auctions, improving your ad group performance by driving additional clicks and conversions that traditional text ads can't capture.
The more details you want to know the Google Ads Us responsive search advertising information and make effective responsive search ads, try to see!
7.360-degree Videos
The famous chocolate brand KitKat used 360-degree video for their new wagon-flavored chocolate bar showcase in 2018, with great success. 48% of KitKat's 360-degree video ads were viewed, which is twice the rate of the brand's typical video (24%).
There are two major advantages of 360-degree video. It's 'immersive' and 'interactive'. 360-degree video lets you feel as immersive as you play, and you can move your device, use your fingers to move around in the video, or experience every angle. In other words, 360-degree video has the power to keep viewers watching longer than just driving users.
We currently support 360-degree video uploading and sharing on social media or video platforms such as Facebook and Vimeo (Vimeo). How about utilizing a 360-degree video in the coming 2020?
So far, we have explored seven digital marketing trends to watch out for in 2020. Based on the information mentioned in this article, I hope to build an effective marketing strategy next year.
Article by smmpanel24.com the best smm panel in india.
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Priya Mathur
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