A new decade has already started where digitalization and the integration of technologies for optimizing processes will be the main focus of companies, as you can get better results this way. Although nobody is going to forget the promotion of values that ensure sustainability in all areas, from gender equality to the environment or inclusivity. With this in mind, experts from the digital world have analyzed the challenges and trends that will defy digital marketing in 2020. The optimization of experiences, hyper-personalization, and making video and audio content will be winning strategies when it comes to impacting the consumer who is oversaturated with information and demanding when it comes to the environmental and societal effects of companies. In fact, “the biggest challenge that both SMEs and large companies will face will be impacting the right audience, making campaigns more profitable. Since with the new legislation on Cookies and adblockers, it will be increasingly difficult and expensive to reach users,” says Natalia Bergareche, Head of Corporate Marketing at We Are Marketing. On the other hand, analytics will be another great area for work, “Especially in the voice search field that is increasingly booming, and remains a dark horse for most of the businesses,” said Bergareche.
1. Voice search systems
Voice search systems will definitely continue to grow. The challenge lies mainly in finding a way to impact the user, even in the form of brand mentioning. One day, to order something from myrideontoy.com, all you’ll have to do is voice it. The progress in voice technologies and the levels of ability that chatbots and personalized digital assistants are reaching, it is more than likely that users will be able to have real two-way conversations with AI sometime in 2020. Therefore, companies that invest in these technologies will take advantage of a business opportunity for which many are not yet prepared.
2. Search intent, structured content, and data
It becomes increasingly relevant to appear in the search results. In 2020 new types of inquiry results will be implemented, especially those related to voice technologies. Once again, we will have to adapt to take advantage of what this can offer us.
3. High-quality video content with subtitles
Video remains the king of the web content. It must be subtitled since most of the clips will be consumed from mobile devices and probably on mute. Hence, it is advisable to do so for the satisfying and accessible user experience, and inclusiveness.
