23 Jan 2020 19:20 IST

Digital marketing trends for 2020

With platforms, techniques and tools and constantly evolving; keeping yourself updated is key

Reports show that India has the second-highest number of internet users, next to China and about 451 million monthly active internet users. This number was estimated at the end of the last financial year, but with the dawn of the year 2020, it’s highly likely that this number has gone up even further. The very nature of digital marketing also means that platforms, techniques and tools are constantly evolving. This is why it is important to keep yourself updated with the latest trends to engage with your audience in the most effective way. Here are some of the digital marketing trends for 2020 to keep a lookout for.

Trending social media platforms

We all know remember the buzz that was created when Facebook was launched. Many people across the globe were curious and fascinated about the new social media platform. As years passed, there were many other social media apps such as Twitter, Instagram and Spotify which came into market. But what did not change was the curiosity of the audience to try out these apps. This is what drives newer apps to make an entry into the market. This year, apps such as TikTok, Helo and Sharechat are some of the apps that are gaining popularity and are making their presence felt. In order to stay relevant to your target audience, it’s important that your brand builds a strong persona on these platforms as well.

Artificial intelligence

AI is one of the most powerful tools that is transforming the way businesses function in every industry. The use of high-end technology to collect data, track user experience and engagement, analyse customer behaviour and deliver customised content is making a huge impact on business strategy. With the use of AI, marketers can uncover patterns in traits of their target audience and forecast accurate predictions based on past data. This helps in direct targeting to deliver personalised information to the users.

Augmented reality

With Facebook introducing Spark AR and Google coming up with Google Lens, augmented reality is revolutionising the digital marketing platforms. The Spark AR tool can be used to create filters and post online or save as stories on Facebook and Instagram. Google Lens analyses the visual images and throws up relevant content to the users. Many brands have already started leveraging AR technology and it is high time we all start using it for our brands.

Virtual reality (VR), on the other hand, is still in its nascent stage as it is expensive to access and use for businesses. However, it will slowly gain momentum as we enter the new decade.

Voice search

It is true to say that the e-commerce sector has flipped traditional business strategies. The advent of the internet and easy accessibility are the key players for the success of the e-commerce industry. Due to tools like Alexa and Google Home, voice search is on the rise with no signs of slowing down. Recent studies reveal that nearly 50 per cent of all searches will be voice-based by 2020. This sudden traction towards voice search is because of faster and innovative customer engagement. These tools will not just be used for entertainment and reminders but will also perform critical functions such as payment of bills and online purchases. Many brands are working to make communication easy and comfortable by building tools that will communicate in regional languages as well so that users from all locations benefit.

Vernacular content

Effective storytelling imparts character to your brand and is a vital aspect to keep in mind for better customer engagement. But for this enchanting content to reach every corner of the world and create an impact, it needs to be created in a language that users are most comfortable with. Not everyone is aware of a universal language, so carrying information to the next billion internet users is possible only with vernacular content. Many brands have shown significant improvement in brand awareness and engagement by providing content in regional languages.

Influencer marketing

Influencer marketing is definitely a powerful tool to shape people’s perceptions and decisions. Your audience is much more likely to believe your brand’s USPs if they are delivered by an influencer whom they know and trust. This year will likely see the growth of micro influencers from tier-2 cities and towns, powered by platforms like TikTok.

Now that you are aware of all the trends that will flourish this year, get into action and leverage the latest trends for better brand engagement.