From social media marketing, stories, video marketing, influencers and SEO, to Micro-Moments, Artificial Intelligence, Automation and IoT, here are the digital trends to follow for a great Marketing Strategy in 2020.
Here are 42 of the most important Marketing Trends
shaping the strategies for 2020.
We’re here to help you build around them for the
growth of your brands. Think of kites as every
campaign you create.Finding the right wind, mixing the
right channels and skills bring you up in the air, above
the sky, for all your customers to see it rise. .
Digital Marketing Trends
to follow for an
1) Social Media Marketing
In 2020, we'll see brands tapping more into the potential of video and interactive content on
social media to get attention, but they must follow it up by being authentic on their social
channels, and by working hard to nurture a community of engaged, loyal followers.
As social media strategy consultant Neal Schaffer puts it:
“If your business wants to survive in organic social media in 2020, I believe that this sort of
humanization of your brand will be necessary.”
This growth is unlikely to falter in the wake of Instagram removing likes from the platform.
From Social Media Today, here are some social media trends to keep an eye on:
• Facebook Pay: Launched in the U.S. in November 2019, this payment featurewould “facilitate
on-platform payments, in-stream, making it easier for people to buy products on Facebook,
Instagram, WhatsApp and Messenger.”
• Facebook Watch: Facebook's own video-on-demand service.
• Oculus: VR technology that makes social media more interactive, which Facebook is touting
as “the next evolution of social.”
• Cross-stream messaging: Facebook's integration of messaging functionalities of Messenger,
Instagram and WhatsApp.
• Instagram removing likes: In response the growing realization of the adverse effects on
mental health, Instagram is focusing on better humanization of their brand.
• IGTV: Instagram's long-form video platform is not new, but will probably get another push in
• Twitter's mDAU: A new monthly and daily active user metric called “monetizable daily active
users,” a move to clean up its platform from bots.
• Narrowcast tweets: An option that would “limit the audience and usage of your tweets,
including the capability to remove the retweet function from chosen tweets, and to restrict
your tweet reach to only chosen hashtag discussions and/or to certain friends…[and allow
you] to target your tweets to specific audiences.”
• Tweet streaming: A new live-streaming feature.
• LinkedIn groups: Similar to Facebook Groups. Not exactly a new feature, but LinkedIn may try
to push it again next year.
• LinkedIn video: Since LinkedIn users are 20x more likely to share a video on this platform than
any other type of post, LinkedIn seems bent on improving their video discovery tools and
putting more emphasis on uploaded video content.
• Snapchat AR: An Augmented Reality version of its Spectacles could be on the way, which
would “overlay digital graphics over people’s real-world view.”
2) Programmatic Advertising
Programmatic advertising means using AI to automate ad buying so you can target more
specific audiences. Real-time bidding, for example, is a type of programmatic ad buying. This
automation is much more efficient and fast, which means higher conversions and lower
customer acquisition costs.
It’s changing the face of digital advertising so swiftly that, according to eMarketer, 86.2% of
digital display ads in the U.S. will be programmatic by 2020.
According to Irina Kovalenko of SmartyAds:
“Most search-driven manual advertising campaigns (even those performed with professional
tools) take into account three or four targets: the keyword, time of day, and location. Such
tools like programmatic demand-side platforms can use hundreds of targeting signals to
individualize the advertisement and even target according to lifestyle or behavior habits when
integrated with customer data platforms.”
Here’s a quick look at how programmatic advertising works:
Chatbots will continue to be an important part of digital marketing in 2020. This AI-based
technology uses instant messaging to chat in real-time, day or night, with your customers or
Surveys show that:
• Chatbots will power 85% of customer service by 2020
• Top benefits of chatbots are 24-hour service (64%), instant responses to inquiries (55%), and
answers to simple questions (55%)
• 63% of respondents prefer messaging an online chatbot to communicate with a business or
• By 2022, chatbots will help businesses save over $8 billion per annum
• 80% of businesses want chatbots by 2020:
Many customers prefer interacting with chatbots as they are responsive 24/7, give answers
promptly, accurately recall your entire buying history, and never lose patience. These virtual
assistants offer outstanding customer service by meeting customers’ expectations and
automating repetitive tasks – which means that you can focus on more important work.
Many brands already use chatbot technology, including rideshare brand Lyft. You can request
a ride from Lyft via chat (Facebook Messenger and Slack) or voice (Amazon Echo), and their
chatbot will let you know the current location of your driver:
Passengers can use the app to choose the type of ride, make a request, track the location of
the car, send friends a time estimate of their arrival, and make payment.
Other brands that are successfully using chatbot technology include Whole Foods Market,
Fandango, Sephora, Staples, The Wall Street Journal and Pizza Hut.
4) Conversational Marketing
With all that talk about chatbots, the reality of modern marketing becomes clear: it’s more
conversational. People want it that way, and so brands are reacting. When consumers have a
question, 82% want an “immediate” response.
Conversational marketing facilitates a one-to-one, real-time connection between marketers
Unlike traditional strategies, this form of marketing is now available across multiple channels,
allowing brands to meet customers on their terms: on the devices, platforms and time
schedules that suit the customer best.
As per David Cancel, founder and CEO of Drift:
“Today’s buyers expect to find what they’re looking for now, not later. As we prepare for the
future, it will be more important than ever for businesses to be available across a broad
spectrum of channels, and to make sure you’re communicating the way people prefer to
Ultimately, the primary goal of conversational marketing is to enhance the user experience
through a feedback-driven model that fosters higher engagement and greater loyalty.
Consider these personalization stats:
• 63% of consumers are highly annoyed with generic advertising blasts
• 80% say they are more likely to do business with a company if it offers personalized
• 90% claim they find personalization appealing
Kevin George from EmailMonks asserts that “personalized, triggered emails based on
behavior are 3x better than batch-and-blast emails.”
When you want to study examples of the power of personalization, it’s hard to
overlook Netflix and Amazon, with their tailored recommended products or movie titles. Here
are a few other companies that are successfully using personalization today:
• EasyJet launched a data-driven email campaign that uses customers’ travel history with the
airline to build personalized stories, which then suggest where they might like to travel next.
About 12.5 million unique emails have been
sent, which had a 25% higher click-through
rate than non-personalized emails.
• Cadbury’s created a personalized video
campaign that matches a Dairy Milk flavor
with users based on data from their Facebook
profile, including age, interest and location.
The campaign generated a 65% click-through
rate and a 33.6% conversion rate, proving
that the personal touch works.
• Starbucks uses a gamified mobile app that
draws on data like purchase history and
location to get as personal as possible, allows
customers to customize their drinks, and
encourages further use with its rewards
system – which skyrocketed their revenue to
6) Video Marketing
Video marketing is one of, if not the, most
important marketing trend today and likely
for the next 5-10 years. These numbers show
the importance of incorporating video into your digital marketing strategy in 2020:
• 70% of consumers say that they have shared a brand’s video
• 72% of businesses say that video has improved their conversion rate
• 52% of consumers say that watching product videos makes them more confident in online
• 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video
Video is by far the most popular way customers want to learn about new products:
And don’t just think YouTube. There are plenty of ways to drive higher engagement with
your video marketing, as you can make a video post or start a live broadcast on Facebook,
Instagram or LinkedIn.
One of the issues that marketers have faced in recent years is the growing shift to mobile
devices. Those long-form sales pages and emails of yesteryear are fading fast because they’re
simply too difficult to read on small mobile screens. However, video can present the same
information in a format that works perfectly regardless of the device.
If your site includes video, it’s 50X more likely (50 times!) to drive organic search results
compared to text. Why? Because people find video content more compelling, so Google
pushes pages that include videos higher in the rankings.
One of the best things about video marketing is that it makes it easy to reformat your content.
Imagine that you’ve recorded a video for your YouTube channel. Instead of just publishing it
on YouTube, you could also:
• Get it transcribed so you have a text version of the video
• Publish the transcription on your blog under an embedded YouTube video for better rankings
• Upload the raw video with the transcription as subtitles to Facebook (native Facebook videos
get a much higher impression share and engagement than shared YouTube videos)
• Turn the transcription into a standalone blog article with a short rewrite and addition of
relevant stats and images
• Rip the audio alone and use it as a podcast episode
• Use video thumbnails in your email marketing campaigns and the word “video” in subject lines
to increase open rates by 19%
Here are some other video marketing trends that are gaining more and more traction:
• Live video is particularly popular with a large number of businesses who use it for interviews,
product demos and behind-the-scenes glimpses of the brand, such as life in the office, how
products are made, company events, etc.
• 1:1 video is when businesses or marketers create personalized video messages rather than
make phone calls or send emails. With the decreasing cost of film equipment and increasingly
high-quality smartphone cameras, this is easier than ever.
• Video SEO. YouTube and other videos are displayed in the SERPs, so video optimization is
becoming much more important – like using text overlays and closed captions, in addition to
your description, title and file names. Check out this guide to learn more about YouTube SEO.
• 360-degree video content. This trend towards a more interactive experience is on the rise –
just look for the circular symbol in the top left corner to start sliding the moving image left or
right as it’s playing, like this 360˚ video from Hong Kong Airlines (香港航空):
7) Influencer Marketing
Influencer marketing is a type of word-of-mouth marketing that focuses on using key leaders
to amplify your brand message to a larger market. Influencers can be well-known celebrities,
but more often they are Instagram or YouTube personalities with a huge niche following who
can help spread the word about your business or product through their social channels.
Because influencer marketing is generally more authentic than corporate advertising:
• 63% of consumers trust influencers’ opinions of products much more than what brands say
• 58% of people have bought a new product in the past six months because of an influencer’s
For this reason, Iceland, a popular British supermarket chain, switched from ads with
celebrities to a campaign that features real-life moms. Teaming up with YouTube community
Channel Mum, it now works with a number of vloggers to promote its products in a more
“authentic” fashion. And research shows that 35% of moms trust online videos like the one
below more than traditional ads:
Influencer marketing is not just a trend: A mediakix study predicts that the ad spend for
influencer marketing could reach $10 billion by next year:
Influencer marketing is also going to be affected by artificial intelligence. With each year, AI is
making the process of finding the right influencers to partner with easier and faster. It’s
helping identify those with better engagement, fewer fake followers, and a higher chance
of generating a positive return on investment (ROI). In addition, artificial intelligence is
transforming influencer marketing in the following ways:
• Image recognition with ANN (Artificial Neural Networks)
• Determining influencer performance with NLP (Natural Language Processing)
• Predicting incentives with ANN
• Determining an influencer's influence
• Flagging posts that don’t follow disclosure guidelines
• Elimination of fake engagements and spam bots
8) Social Messaging Apps
If you think social messaging apps are just for sending emojis to your friends, take a look at
• 1.3 billion monthly users are active on Facebook Messenger:
• 10 billion messages are sent between people and businesses on Facebook Messenger every
• WhatsApp has 1.6 billion active users and 55 billion messages are sent via every day
• The top three social messaging apps – WhatsApp, Facebook Messenger and WeChat – have
more combined users than Facebook or YouTube
These statistics show the popularity of social messaging apps, and since people are spending
more time messaging each other, it makes sense to market your company’s products and
services where your potential customers are hanging out.
Social messaging apps can be very useful in sending messages to customers directly, as they
allow personalization and add value to the user experience. In addition, people expect
businesses to have a presence on messaging apps because it’s a direct and easy way to interact
Reasons for your brand to use messaging apps include:
• Cultivate contact
• Deliver information
• Boost sales
• Involve people in events
• Regain potential customers
• Provide support and assistance
9) Visual Search
Visual search can take the user experience to a totally new level: People can upload an image
to conduct a search and get more specific results.
A) Pinterest Lens
Not surprisingly, Pinterest has jumped on the visual search bandwagon. They came out
with Lens, a visual search tool that allows users to take a photo of an item to find out where
to buy it online, search for similar products or view pinboards of related items.
Since the launch of the beta version, Pinterest's Lens now recognizes 2.5 billion home and
fashion objects, has inspired over 600 million searches on Pinterest’s mobile apps and browser
extensions, and has seen a 140% uptick from launch day.
Pinterest has continued to update its functionality:
• They introduced Pincodes, a QR code-type technology that enables you to find inspiration
while you're out shopping or flipping through your favorite magazines.
• They launched Lens Your Look to take the guesswork out of outfit planning.
• They partnered with brands like Samsung to bring visual search to its latest smartphones and
Target to allow customers to search their catalog using related products they see in the real
• They've fully automated Shop the Look, a feature that helps users buy products from
companies that work with Pinterest, so you can, for example, buy a pair of jeans you see in a
• They launched a bunch of new tools to help merchants sell their products, including Catalogs,
which lets anyone upload and convert their entire product catalog into shoppable Pins.
Make sure you are optimizing for visual search, because (not surprisingly) the top search
categories for Lens are:
• Home decor
B) Google Lens
And Pinterest is not the only one with visual search. Google Lens is a visual search engine by
Google, which recognizes objects and landmarks through a camera app. Here's what you can
do when you take a photo of the following items:
• Apparel and home goods: Find similar products and where to buy them.
• Barcodes: Use a barcode to find info about a product, like where to buy it.
• Business card: Save the phone number or address to a contact.
• Book: Get a summary and read reviews.
• Event flyer or billboard: Add the event to your calendar.
• Landmark or building: See historical facts, hours of operation, and more.
• Painting in a museum: Read about the artist and learn more.
• Plant or animal: Learn about species and breeds.
As CNet says, “Google Lens is turning into what Google Glass never was” when it comes to
real-time augmented reality.
CamFind is another visual search mobile app which enables you to search for anything from
your phone simply by snapping a picture.
Instead of typing queries into a search engine, you can directly search via images to find similar
images, price comparisons, local shopping results, etc. You can also take a picture of a movie
poster and CamFind will show you movie information, trailers, showtimes and local theaters.
D) Bing Visual Search
And with Bing Visual Search, you can search for a specific element within an image without
having to go through all the current hoops.
For example, say you’re looking for kitchen decoration inspiration and an image attracts your
attention. You click on a thumbnail result to get to the “Detail View.” The overall décor is
great, but you’re particularly interested in that nice-looking chandelier. Wouldn’t you love to
know where you can get one just like it? With Bing Visual Search, now you can.
As per Social Media Today:
• 62% of Millennials are more interested in visual search capabilities than any other new
• Images are returned for 19% of search queries on Google
• There are over 600 million visual searches on Pinterest each month
Marketers can get the edge on competitors by jumping on the visual search trend in 2020 to
draw customers and serve them the perfect product.
A micro-moment is “An intent-rich moment when a person turns to a device to act on a need
– to know, go, do or buy.”
People generally make instant decisions within these four Micro-Moments:
To take advantage of micro-moments in 2020, you need to be where consumers are searching
for information in the moment – or, as Google puts it, marketers have to “be there, be useful,
The growing popularity of micro-moments means that marketers must rethink the linear
marketing funnel that follows a set path: awareness, consideration and decision.
In 2020 and beyond, the customer journey will be more dynamic and unpredictable, as it
needs to respond to rapid changes in consumer desires. After all, in the mobile age, people
have become accustomed to instant gratification. If they think or talk about something, they
want to learn more, see more and buy more of it with just a few clicks of a button.
According to Mention:
“When we act on our needs in the moment, our expectations are high and our patience is low.
This makes the quality, relevance and usefulness of marketing more important than ever.”
To get the most out of micro-moments in 2020, you should:
• Identify your consumers’ “I want to buy” moments
• Be there in these moments of need
• Deliver relevant content
• Make it easy for them to make a purchase
• Measure every moment that matters
11) Voice Search & Smart Speakers
The increasing use of voice search has made it important for companies to rethink their digital
marketing strategies in 2020. Consider these numbers:
• 50% of all searches will be via voice by 2020
• 55% of all American homes will own a smart speaker by 2022
• 72% of people who own voice-activated speakers say that their devices are used as part of
their daily routines
• Voice shopping is set to jump to $40 billion in 2022, up from $2 billion today
• Global smart speaker shipments have almost trebled between Q1 2018 and Q2 2019, growing
from 9.36 million units to 26.1 million units
Overall, people expect to be using voice search far more in the future:
Voice search plays an important role in providing all the relevant information that people are
searching for through audio content. AI is getting smarter and the number of errors made by
voice assistants like Alexa, Siri and Google has reduced greatly.
As Digital Marketing Institute puts it:
“Adopting a voice search strategy isn't just about remaining relevant – it’s also about creating
a unique and optimized customer experience that will foster relationships and build brand
Many brands are already including voice search in their digital marketing strategies to deliver
value-based content effectively to their customers:
• Patrón Tequila helps consumers access personalized cocktail recipes
• Domino’s allows pizza-lovers to order from the comfort of their couch without having to pick
up the phone or even place an online order
• PayPal users can engage Siri to send money to friends, family or businesses
• Nestlé created a skill that provides voice instructions as you cook
• Campbell’s has a skill that helps hungry consumers choose and cook recipes
Google Assistant has 2,000 “actions” and Alexa has 30,000 “skills,” which are functions that
allow these voice assistants to react very specifically to user commands and queries:
And keep in mind that not only will more companies produce audio content in the hopes of
gaining brand awareness (so you should, too), but ads are likely on their way next. That means
that Alexa will tell you the answer to your question along with a “word from her sponsor.”
For all voice technology, remember to write in a conversational tone, focus on getting
featured snippets on Google, and think about keywords that people will speakrather than
Optimizing for voice search is a great way to spread brand awareness, but how is that going
to convert into sales? Well, in 2020, we’ll see more businesses try to tap into this potential,
experimenting with new ideas to use smart speakers as a lucrative channel for driving sales.
Right now, Jetson is an early runner in the voice commerce space, allowing people to use their
voice-enabled devices to make purchases:
The key for companies to realize is that voice search isn’t another channel to force messaging
and sales. Instead, marketers must develop a unique approach to consumer interaction, and
this channel should be part of a broader, more connected brand experience.
12) Social Media Stories
First, Snapchat came out with the concept of “My Story,”
then Instagram and Facebook stories were introduced, and then YouTube unveiled their own
story format: Reels.
To keep it all straight, here’s a social media stories timeline:
Since these types of stories disappear after a set period of time, this is a great opportunity for
marketers to make good use of FOMO (fear of missing out).
The benefits of using social media stories include:
• Increased brand awareness
• Constant engagement with followers
• Increased traffic to your web page
• Opportunity to reach younger audiences
Get inspired by some of these ways to use social media stories:
• Use polls within Instagram Stories
• Add links to your social media Stories
• Take advantage of Snapchat geofilters
• Add location tags
• Add mentions for other brands and your fans
• Give live video a try when creating Stories
• Invite followers to explore more with clear call-to-actions
13) Browser Push Notifications
Push notifications are on the rise, with 85% of online stores using them in 2019. Consider
these other stats:
• At least twice as many people sign up for web push notifications compared to a newsletter.
• Only 10% of the best email marketers can achieve a newsletter sign-up rate that matches the
performance of web push.
• 6.4 hours is the average time that passes before the recipient opens a newsletter. In the case
of web push, the recipient will see the message immediately.
The updates to the GDPR (General Data Protection Regulations) and stricter filters have
dented the potency of email marketing. Moreover, the younger audience favors other
methods of communication and prefers to deal with less touchpoints when engaging brands.
As part of the bid to engage users on multiple channels, browser push notificationsare
something you will see more and more brands adopting in 2020 – and they are getting more
sophisticated and personalized. In fact, using personalized push notifications increases
• 7% open rate for segmented push messaging compared to a 3% open rate for generic,
broadcast messages (a 2x improvement)
• 54% of users convert from a segmented push notification, compared to only 15% for broadcast
messages (a 3x improvement)
Notifications triggered by behavior are being used to re-engage people who have shown
interest but failed to convert, and in recovering revenue from abandoned shopping carts:
Notifications can even include images and CTAs to maximize conversion rates from such
14) Content Marketing Continues to Dominate SEO
In November 2019, Google rolled out some major updates to its search algorithm. The updates
included the new BERT system, which is designed to aid Google in its efforts to understand
the natural language that people use in their search queries.
The advice from Google’s John Mueller is that “rather than chase the latest SEO trends, it’s
more important to ensure a site has fast speeds, useful links, and well-written content.”
In fact, content marketing is so important that 88% of B2B content marketers agree that
creating content makes their audience view their organization as a credible and trusted
Stats from Content Marketing Institute:
• Content marketing costs 62% less than outbound marketing and generates 3x as many leads.
• Content marketing has lower up-front costs and deeper long-term benefits than paid search.
• 615 million devices now use ad blockers, which means your ads are not being seen by as many
• Small businesses with blogs generate 126% more leads than those without blogs.
• Content marketing rakes in conversion rates 6x higher than other methods.
With Google continuing to value well-researched, regularly updated articles, many leading
businesses will continue to invest heavily in content marketing throughout 2020.
15) SEO A/B Split Testing
Modern marketing is all about testing and analysis. By using A/B split-testing, you can isolate
the variables in your campaign and easily identify which versions are driving the results you
need. This form of testing offers marketers a methodical approach to making effective
changes to their content.
Platforms like ClickFlow suggest pages with untapped SEO potential — a high-impression
count but a low click-through rate (CTR) — which you can then improve to increase traffic,
leads and, of course, conversions:
ClickFlow lets you set a target CTR value, then it serves up pages along with a keyword report
that lists the keywords that your page is already ranking for now. Better yet, it suggests
valuable new keywords that you should target to get more traffic.
Inside the app, you make changes to title, meta description, title tag and body content, which
are automatically reflected on your site:
Choose your target CTR:
Run the experiment for at least 15 days and ClickFlow will show you how many more clicks
you’re getting — and the additional revenue you’re gaining from the enhancements.
SEO A/B split testing squeezes the most SEO juice out of your site and gives you insight into
the variables that move the needle. With this strategy and the right tools, even a small budget
can deliver a great ROI.
16) Social Commerce & Shoppable Posts
With e-commerce and social media both growing at alarming rates, it’s no wonder brands are
using the two together to maximize opportunities for sales.
In March 2019, Instagram unveiled Instagram Checkout, which lets users complete their
purchase from within Instagram:
E-commerce brands hope this will reduce the risk that customers will abandon their purchase
because they have to switch apps or sign in to an unknown store.
By now you've heard that Instagram is hiding likes, and with all the fuss, you'd think that the
photo-sharing app was on the decline. Think again.
Social media is integral to digital marketing, and visual platforms like Instagram are gold for
marketers. Better yet, visual commerce is taking off as more consumers are willing to buy
products through ads they see in their feeds.
Instagram reports that the platform has 1 billion users, and 90%
of them already follow active shopping brands, with many visiting
these profiles on a daily basis. So what better way to leverage
this massive potential than by using shoppable posts?
E-commerce brands can create and post interactive ads that
allow users to click and shop with ease. Instagram believes this
will make it easier for businesses to reach prospective new
customers, as it will effectively shorten the sales funnel, giving
consumers the instant access they desire.
17) Interactive Content
Speaking of instant access, that brings us to one of the fastest-growing digital marketing
trends in recent times: interactive content.
In 2020, we’re destined to see a shift from traditional text-based content toward dynamic,
engaging content that offers users an immersive experience. For example, think about:
• Quizzes and polls
• Embedded calculators
• Augmented reality ads
• 360-degree videos
Here’s a good example of a 360 VR video:
If you need convincing, consider that 91% of buyers are actively searching for more interactive
content. People like it not just because it’s fresh and original, but because it makes them feel
more connected to brands and more involved in the buying process.
Interactive content is more engaging, more memorable and more likely to generate the results
your business needs.
18) Omnichannel Marketing
Omnichannel marketing was one of the buzzwords of 2019. While the phrase may now seem
a little worn out, the strategy is as ripe and relevant as ever in 2020.
Omnichannel marketing is the process of marketing across multiple platforms (such as social
media, apps, email and blog) so you can connect with prospects on more touchpoints. When
you do omnichannel marketing right, you can offer an enhanced user experience and cohesive
brand message that drives people to action.
To stay ahead, brands must present a seamless, consistent voice and message across all
available mediums, including physical storefronts, social media channels, online, in catalogs
and anywhere else you can imagine. All channels should be linked in one all-encompassing
strategy for the best results.
Stats show that brands using three or more channels in an automation workflow can
generate great results:
• Engagement rate: 18.96% on omnichannel vs. 5.4% on single-channel
• Purchase frequency: 250% higher on omnichannel vs. single-channel
• Average order value: 13% more per order on omnichannel vs. single-channel
• Customer retention rates: 90% higher for omnichannel vs. single-channel
With ever-more sophisticated SaaS companies providing the tools to manage multiple
channels more efficiently, it’s becoming easier to manage an omnichannel strategy, although
it can be a challenge.
Users demand personalization and want to be able to browse a physical store, view products
on social media, and purchase online. And if you’re not keeping up with their demands,
someone else will get that business.
This is another area where AI and big data are playing a role by helping brands understand
consumer behavior better and personalize at an individual level at scale. Getting inside the
head of your ideal customer’s buying journey is key to actioning an effective omnichannel
19) Augmented Reality (AR) & Immersive Technologies
Gartner predicts that by 2022, 70% of enterprises will be experimenting with immersive
technologies, and 25% will have deployed to production.
While virtual reality (VR) makes a lot of noise and gets everyone excited with grand sci-fi ideas,
AR is much more implementable from a marketing standpoint. Experts predict that AR will
continue to outpace VR in terms of market share:
Brands are increasingly using this technology to enhance the consumer experience and
ModiFace, which has recently been acquired by L’Oreal, produces AR applications for
brands. Sephora Virtual Artist, an impressive example of ModiFace’s technology, allows you
to see how the different colors of various forms of make-up will look on your face, without
having to go to a store and physically apply it:
And IKEA has their own AR app called IKEA Place which allows you to take a picture of a room
in your home with your smartphone camera (with just iOS 11.0.1 for now) in order to “test
drive” IKEA’s furniture in it. You can move the furniture around and check out how it looks
from different angles:
With AR improving rapidly, we will see a huge uptake in brands finding useful applications for
the technology in the future.
20) Predictive & Augmented Analytics
Predictive analytics is the practice of using data mining, predictive modeling and machine
learning to identify patterns and attempt to predict the future. It is becoming more and more
sophisticated and widespread in many industries.
In terms of digital marketing trends, we will see a lot more of this, as it is being used in
advanced lead scoring, as well as for segmentation and individual personalization, which helps
marketers reduce churn and improve customer loyalty.
One such example is Amazon Assistant, a Chrome extension from the retail giant that allows
users to permit product recommendations from Amazon to extend beyond the website to
make personalized offers while they are browsing elsewhere on the web:
Augmented Analytics, on the other hand, uses machine learning and Natural Language
Processing (NLP) to automate data preparation and enable data sharing.
As Bonnie D. Graham, host of the Game-Changers Business podcast, says:
“Where predictive analytics uses machine learning to predict what will happen, augmented
analytics uses machine intelligence to boost human intelligence with the why, so we can work
faster and smarter on ever-larger datasets.”
Gartner predicts by 2020 over 40% of data science tasks will be automated, which means that
insight into the enormous amounts of big data that businesses are collecting will allow for
better and more personalized decision-making and thus increased productivity.
21) Growth of Geo-Fencing
While the idea of marketing to people based on their location is nothing new, we do expect
an increase in the use of geo-fencing – this market is set to grow to $2.4 billion by 2023 – along
with the rise of mobile use:
Geo-fencing allows real-time targeting based on a user’s location. A target area is defined as,
say, within a mile of a restaurant, and when a user enters or leaves this area, they receive a
push notification, text message or another form of marketing communication.
Research shows that of people who open a push notification, 54% of users convert from
segmented push compared to only 15% for broadcast messages. And 52% of users enable
push messaging on their apps.
76, an American gas company, used Waze to mark their gas stations on a map throughout
California. As drivers approached, a logo would pop up on their map showing them where to
stop for gas and offering entry to a competition if they filled up. Their “Tank 5” campaign
resulted in a 6.5% navigation rate to fuel stations:
For industries that need to convert digital users into brick-and-mortar customers, geo-fencing
is going to become more and more important in their marketing strategy.
22) Progressive Web Apps (PWAs)
Progressive Web Apps are essentially websites that work like mobile apps. They offer the
functionality of a native mobile app – fast load times, push notifications, working offline,
utilizing device hardware, etc. – without being limited to one platform (which in reality means
Android or iOS).
This allows development teams to create web apps for any device that works just like a mobile
By 2020, the number of smartphone users is expected to reach 2.87 billion. With total page
views on mobile increasing year-over-year by almost 50% worldwide, mobile is more crucial
than ever to your digital strategy:
PWAs are going to become ever-more prevalent as the mobile revolution continues at pace.
23) User-Generated Content (UGC)
User-generated content (UGC) is a potent resource for marketers who want to tap into the
Millennial and Gen Z markets. You can encourage your audience to share unique content by
offering them an incentive, such as a discount, or even partnering with them for a good cause.
Aerie, a women's clothing company, “made a pledge to stop retouching photos of models in
its bathing suits. And for every Instagram user that posted an unedited photo of themselves
in a bathing suit (using the hashtag #AerieReal, of course), Aerie now donates $1 to the
National Eating Disorders Association (NEDA).”
This simple UGC strategy can quickly increase brand engagement and drive conversion rates
as more people discover your brand, and its products and services.
People trust others like themselves far more than they trust companies. In fact, one survey
found that 90% of shoppers reported that UGC influenced their decision to purchase more
than any other form of advertising, with a whopping 97% of 18-29 year olds saying that it had
an “extreme influence.”
UGC can be as basic as blog comments and testimonials or it can take the form of blog posts,
images and videos created by users. GoPro's entire YouTube channel is dedicated to UGC,
showing high-quality videos produced by its customers using its hardy, portable cameras. The
channel is currently pushing 8 million subscribers.
Recently, GoPro created a UGC contest with the hashtag #MillionDollarChallengein which
their customers created and shared videos – and 25,000 people entered!
24) Blockchain Technology
As defined by Blockgeeks:
“A blockchain is, in the simplest of terms, a time-stamped series of immutable data
records that is managed by a cluster of computers not owned by any single entity. Each of
these blocks of data (i.e. block) is secured and bound to each other using cryptographic
principles (i.e. chain).”
The uses of blockchain are far more wide-reaching than just the financial world, however; this
technology is also making waves in the digital marketing world. Blockchain eliminates the
digital marketing intermediary, builds trust by means of transparency, drives public
accountability and offers benefits for branding.
But in 2020 and beyond, we’ll see these trends in blockchain:
• Tracking Media Buys
• Handling Social Impressions
• Verifying Online Identities
• Elevate Transparency
• Protect Personal Data
• Pinpoint Targeting
• Authentication and Provenance
25) Quantum Computing
Quantum computing is a new technology based on a quantum physics theory, which asserts
that subatomic particles exist in more than one state simultaneously.
As per ITSPmagazine:
“Traditional computers store data in bits, which can exist in one of two states: one or zero.
Quantum computers, however, use a new unit of measurement, a single atom known as a
qubit (literally ‘quantum bit’), which greatly increases the computational power of a system.”
Another way to visualize quantum computing is to imagine a huge library:
“While a classic computer would read every book in a library in a linear fashion, a quantum
computer would read all the books simultaneously. Quantum computers are able to
theoretically work on millions of computations at once.”
So, how can marketers use quantum computing? Here’s what we can expect:
• Improved mobile data coverage (a boon for mobile marketers)
• AI becoming more human-like (Google AI is developing quantum algorithms that will
drastically improve machine learning)
• Increased relevance of ads (quantum annealing can help advertisements reach a wider range
of people at a better cost)
26) Big Data and Deep Learning
In 2020, the world’s big data industry will continue to grow exponentially, which is great news
for marketers – if you know how to harness the power of big data. A huge part of this task
comes down to the tools you use, which is something that a lot of companies find challenging.
Forbes report that 78% of organizations either already have or are developing a customer data
platform to help manage, analyze and leverage their data. It comes as no surprise that data
experts top the priority list for many enterprises, with 41% of company owners saying it’s now
their most desired skill to hire.
With the benefits of big data comes the need for companies to leverage this data better to
“significantly simplify tasks that formerly could only be completed by data scientists.” More
importantly, “This continued democratization will lead to new use cases that are closer to the
needs of business users and will enable faster time-to-market for AI applications in the
One caveat is that as big data grows even more powerful, the demands on how companies
should manage consumer data becomes increasingly precarious. The GDPR changes lit the
touchpaper for a global revolution on data privacy, with California set to roll out the California
Consumer Privacy Act (CCPA) on January 1, 2020.
As such, big data is a double-edged sword, but one that many digital marketers will find hard
to resist in the very near future.
Gartner projects that 30% of businesses will incorporate artificial intelligence (AI) in their sales
processes in 2020. In fairness, we should expect more, especially when you consider the
amazing benefits of AI and automation for sales and marketing:
For example, you can use artificial intelligence and automation to:
• Improve Customer Retention and Loyalty
• Predict the Behavior of Your Customer with Propensity Modeling and Predictive Analytics
• Use AI-Powered Chatbots to Improve User Experience
• Leverage the Power of Audience Insights to Boost Search Ads
• Scale Up Your Content Marketing with AI-Generated Content
• Deliver a Highly Personalized Website Experience to Every User
• Optimize for Voice Search Queries
• Identify “Hot Leads”
• Reduce Cart Abandonment
• Target Customers Across Different Channels
• Boost Customer Lifetime Value (CLV)
• Upsell and Cross Sell to Customers
• Improve Blogger Outreach
• Generate Leads from Thank You Pages
• Automatically Suggest Content to Visitors
• Identify Bottlenecks in Your Sales Pipeline
• Measure the Performance of Your Marketing Campaigns
• Maintain a Central Hub for all Your Marketing Activities
• Cut Costs and Save Time
But don’t just take our word for it. As Neil Patel says:
“Marketing will become a more even playing field and you’ll have no choice but to use
28) Google Ads Smart Bidding
With intense competition on social media slowly suffocating organic reach, paid advertising
will become a more trusted force in 2020. And when you consider the Smart Bidding feature
on Google Ads, you’d be a fool not to give it a try.
Google explains that with Smart Bidding:
“Machine learning algorithms train on data at a vast scale to help you make more accurate
predictions across your account about how different bid amounts might impact conversions or
In other words, advertisers can hand the reins of their pay-per-click (PPC) campaigns to
Google’s AI system, which will then optimize their budget to maximize their ROI. This works
for any number of PPC goals, including:
• Target CPA – Generate new leads and customers for a maximum cost per acquisition that you
• Target ROAS – Set your sights on getting the best return on your advertising spend.
• Maximize Conversions – Rack up your advertising conversion rates, whether your aim is to get
more email subscribers, downloads, or product sales.
Smart bidding allows you to use many different signals for your bid optimization, including:
• Physical location
• Location intent
• Weekday and time of day
• Remarketing list
• Ad characteristics
• Interface language
• Operating system
Some of these signals are available as manual bid adjustments, but other signals (and
combinations of signals) are only available via Smart Bidding:
The bottom line is that with Smart Bidding running the show, marketers will have more free
time to focus on strategy, copywriting, and analytics.
29) SERP Position Zero
For the past couple of years, voice search has been causing waves, changing the way search
engine optimization works. Most notable is the rise of the featured snippet, which appears in
the highly coveted “position zero” in Google’s search engine results pages, like in this example:
In 2020, at least 30% of all Internet searches will be conducted without a screen, and
since 40.7% of all voice search answers come from a featured snippet, if your marketing is
strong enough, you could be the one hitting that coveted spot.
Also known as rank zero snippet or position zero, this is the holy grail of modern-day SEO, as
it directly answers user search queries without any need for the user to click a link. VSEO (voice
search engine optimization) can give you an enormous competitive advantage (of course, this
is only good news for one brand…).
This trend is growing, with 62.5% of mobile searches and 34.4% of desktop searches now
resulting in “zero-click search” results. And according to Ahrefs, these are the most
common words in search queries with featured snippets:
Because of this, more marketers will invest their resources in On-SERP SEO, which is the
practice of optimizing web pages with the goal of claiming as much space in Google SERPs as
possible. This boosts your click-through rate (CTR), driving more organic traffic to your site
and increases the likelihood of claiming the top spot.
We live in a time when consumers are spoiled for choice. It doesn’t matter what niche you’re
in – it’s unlikely that you operate in a vacuum. 66% of consumers say that they feel connected
to a brand whenever they trust it, and to earn their trust, you have to establish a solid brand.
The reason branding is so important now is because of Google’s E.A.T. ranking factor, which
• Expertise: the page needs to have quality content written by an expert writer
• Authority: the site itself needs to have some authority on the subject
• Trustworthiness: the site needs to have other authoritative links pointing to it from trusted
In essence, Google wants to do more than rank good content; they are catering to the user
experience by demanding the most accurate, up-to-date, well-researched (i.e. authoritative)
content on any given topic, preferably created by true experts in the field.
If Jimmy’s Medical Blog (not a real site) gives some bad advice that leads to a mom poisoning
her child with some amateur advice on home remedies, that’s not good for Jimmy’s brand – or
Google’s reputation of delivering quality results. So as the new year progresses and SEO
evolves, Google may crack down on major industries, particularly in health and finance where
accurate information is critical.
Neil Patel advises marketers to focus on building their expertise, pointing out that they can
bolster their reputation with guest posts on industry-leading blogs, speaking at conferences,
and by applying for awards. Always include an updated author bio at the bottom of all your
published content pieces to build brand recognition and earn readers' trust:
31) Better Analytics
Modern marketing and metrics go hand-in-hand, so if you’re not investing in better analytics,
you’ll struggle to drive the results you want to see. The problem, however, is that the
customer journey is more complex now. We live in an omnichannel age where the average
consumer engages a brand on up to six touchpoints before making a purchase.
With multiple channels to manage and a myriad of ways to market your products and services,
the job of analytics tracking is fast becoming a gargantuan mission. As a result, many
companies are looking beyond the basics of Google Analytics for a comprehensive business
intelligence solution or analytics dashboard like Amplitude:
Another way this trend will play out is by moving towards business intelligence, the
“technologies, applications and practices for the collection, integration, analysis and
presentation of business information. The purpose of Business Intelligence is to support
better business decision making.”
As Neil Patel puts it, a BI options is “A central place where you can tie in all your data and
make better-informed decisions so you can optimize for your lifetime value instead of your
There are many business intelligence options, both paid and free, such as Google Data Studio
(Google's reporting solution for power users who want to go beyond the data and dashboards
of Google Analytics), Metabase and Tableau:
32) 5G Technology
In a world gone mad for mobile, arguably one of the most significant digital marketing trends
of 2020 is the dawn of 5G technology, or fifth generation of mobile technology. This update
heralds a new era of digital communications and its impact will be felt across virtually every
Asha Keddy of Intel says:
“5G will enable a fully-mobile and connected society — unleashing human and technological
possibility, and fuelling business and financial opportunity.”
As Adage puts it:
“The arrival of 5G may also finally bring millions of rural consumers into the high-speed data
lanes where marketers increasingly sell their products. It might even disrupt the digital duopoly
of Google and Facebook by arming telecom companies with unprecedented data for ad
T-Mobile points to the benefits 5G speed has for the burgeoning augmented reality industry,
noting how it could be instrumental in developing a virtual heads-up display. As this picture
below shows, 5G Internet speeds can help cyclists spot danger from all sides:
The European Union has an ambitious 5G action plan that includes uninterrupted 5G coverage
for major roads and railways by 2025. What’s more is that the technology is expected to power
a staggering one hundredfold increase in the number of connected devices. Of course, this
brings up concerns of adverse effects on health and the environment from RF (radio
frequency) radiation, the electromagnetic emissions produced by wireless phones, but that is
a topic for another article.
All that is to say 5G technology will transform how we access online content, from digital
marketers to the average user.
33) Privacy Marketing
Recently, Forbes reported that British Airways was slapped with a £183M fine for a data
breach, and the hotel chain, Marriott, got stung for £99M after failing to protect the personal
data of 339 million guests.
The aforementioned CCPA (California Consumer Privacy Act) in trend #26 above will be the
most restrictive state privacy law passed in the U.S. when it comes into
effect in 2020. Despite opposition from big players in Silicon Valley like Facebook, the world’s
fifth-largest economy is pushing forward with its new consumer privacy act.
It’s clear that the people (but not the companies) of the world are getting serious about
privacy, and marketers – who rely on those people – have no choice but to play by the new
rules or miss out. One of the new rules is that marketers and brands will have to “‘earn' the
contact information of their targets” rather than engage in mass marketing. As Forbes points
“In the United States, marketers have become so lax in their targeting practices that every one
of us has to take several minutes a day to delete from our inbox – both professional and
personal – the dozens of emails that are not relevant and clearly not welcome.”
People want to know they can trust brands, and that their personal data is safe. Instead of
being complacent, digital marketing teams should get strategic to reinforce their commitment
to privacy so they can earn the trust of potential customers.
Some of the ways brands can earn consumers' trust is by:
• Researching and understanding our audience(s)
• Developing a relevant message to get an audience to engage
• Finding the right channel to engage with that specific audience
• Developing an “intimate” relationship through thoughtful engagement
34) Website Security
In the same breath as privacy, we need to mention website security.
When a visitor lands on your site for the first time, they’ll make up their mind about your
security within seconds. If they don’t feel safe, they won’t hang around, which leads to
increased bounce rates. Over time, a high bounce rate is bad news for your business, as you’ll
slide down in the SERPs when Google realizes that people don’t want to stay long on your site.
Tech Republic notes that there have been over 3,800 data breaches within organizations – in
2019 alone! While the hacks at huge companies like Yahoo, Facebook, Equifax and Marriott
make the headlines, there are plenty of breaches at smaller firms, too. As a result, just 25% of
consumers believe that most companies handle their sensitive personal data responsibly.
In 2020, website security is no longer an option. As of August 2014, Google announced
that HTTPS is a ranking signal and flags every site as unsafe unless it has an HTTPS (the “S”
stands for “secure”) certification:
From now on, the bare minimum is to enable the HTTPS protocol for your site, which will show
your visitors a little green padlock icon in the URL:
In addition, prominently displaying a security seal of trust or trust badge on your website will
reassure your site visitors that you take their safety seriously:
35) IoT Advertising
Never mind our mobile devices and laptops – from smart cars to household appliances to
wearable tech, the Internet of Things (IoT) is getting more and more connected:
As per QuanticMind:
“These days, it’s expected that connected devices and technologies will unobtrusively, and
sometimes stealthily, collect data on our vital functions, what we do, where we go, what we
share, what we believe, what we buy, who we know, how we move and even what we eat.”
Which means, of course, that brands and marketers want to use (or are already using) this
data for their own business and advertising purposes. For example:
• Johnnie Walker has a Blue Label bottle with built-in electronic sensors that can tell if the
bottle has been opened and where it is in the supply chain.
• Malibu, another drinks company, takes it a step further, using their “connected” bottles as
digital touchpoint to promote exclusive content.
And as 5G technology matures, more IoT devices will present more on-demand content for
consumers and more advertising opportunities for marketers.
36) Long-Form Content
In 2020, shorter posts won’t get you anywhere – with Google or your audience. Typically,
posts that are at least 3,000 words long attract the most traffic, as they offer readers an in-
depth exploration of topics. Long-form content allows content creators to establish
themselves as an expert on a subject and gives them more scope for targeting keywords.
A study from Search Engine Journal indicates that long-form content gets 77% more backlinks
than short articles, which is critical for driving organic traffic:
According to Small Biz Trends, 56% of bloggers generate a better ROI on their content when
they spend over six hours creating a single blog post. That may seem excessive, but when it
attracts more traffic, increases on-page time, and boosts your organic search rankings, it’s a
great business investment.
These epic posts are sometimes called 10X content or pillar content, which is basically content
that provides a complete answer to any question a user may be searching for on a given topic.
It’s specifically designed to provide value for the reader, and also to rank highly in the search
The benefits of long-form or pillar content are:
• Longer time spent on your site’s pages. The more content available for users to consume, the
more time they’ll spend doing so.
• A decrease in bounce rate. If users find what they’re looking for on your page, they won’t go
back to Google to find another source.
• Backlinks and a ton of social media shares. Pillar pages get shared widely and often, especially
among influencers in a given space.
• Gets traffic throughout the lifetime of your blog or website. Pillar content is evergreen
content, so its value doesn’t diminish over time.
• A high Google ranking. The high word count, shares and backlinks will all contribute to
improved visibility on SERPs.
37) Semantic Keyword Research
Here’s something you need to keep in mind when you’re creating long-form content: You
must write for people, not for Google.
Banging out a 5,000-word post every other day is great, but you won’t see the results you’re
hoping for if you don’t keep user intent in mind. Also known as search intent or keyword
intent, this is the main goal that a person has when they type or speak a search query. It could
be to find a product, information or a store location.
Think about how Google analyzes your content. The search engine doesn’t just evaluate
keywords in a search box; it considers the content of a query and drills down to determine the
user search intent. In this example below, if someone were searching for a missing cat, Google
would use semantic analysis to include concepts like:
1. Related concepts (i.e. “pets” not just “cats”; “lost”, not just “missing”; “pet shelters” and
“animal control centers”)
2. Related areas
3. Other possible ways to help you out
This analysis is called semantic search, and with AI and voice search on a meteoric rise, it’s
becoming a more central aspect of how search works.
Content marketers can leverage this to their benefit by going beyond their primary keyword
to include related terms, questions and phrases in their content. Together, these latent
semantic keywords will give Google a much better understanding of the nature of your
content, as well as the solutions and benefits it offers to users.
In 2019, the annual Content Marketing Institute B2B report revealed that 90% of the world's
most successful marketers put their audience’s needs ahead of promotional targets. The
companies with this attitude will rise to the top in 2020.
38) Structured Data SEO
Among all the digital marketing trends you'll hear about soon (if not already), there will no
doubt be the now obligatory annual claims that “SEO is dead.”
Ignore these claims. Once again, SEO is not dead – it’s a shapeshifter. In 2020, we’ll see that
structured data will become more prevalent in search engine results.
Structured data is any data that is organized in such a way that makes it easier for search
engines to crawl and categorize. Content creators can do this in their back-end code or by
neatly organizing information in tables with labeled columns and rows.
When it’s done right, structured data delivers a big SEO boost, as you may rank in that coveted
Position Zero in one form or another, such as a Knowledge Graph Box, which displays
important information about your business:
Another possible boon of using structured data is that you can generate Rich Snippet results,
which display images, review stats, and pricing. These rich snippets – also known as rich
cards – are excellent for driving clicks, especially on mobile.
Schema.org is a semantic vocabulary of tags that enables website owners to embed structured
data on their web pages so that search engines can clearly understand, interpret and
represent the content in response to a search query. The list keeps growing but so far, here
are the content-only schema.org types that Google is actively using:
With almost 50% of all global Internet traffic now happening on mobile devices, the
competition for these rich results is heating up, so we’ll see a lot of marketers focusing on
leveraging structured data in 2020.
39) Alternate Search Engines
Research from StatCounter shows that over 92% of all traffic on search engines is through
Google, dwarfing its “closest” rivals, Yahoo and Bing:
The world’s most dominant search engine is a sophisticated juggernaut of innovation, finely-
tuned to deliver the most relevant, recent and comprehensive results for any user search
query. It’s hard to fathom a catastrophic collapse happening any time soon, making it
seemingly impossible for any other search engine to give Google a run for its money.
That being said, DuckDuckGo – a privacy-focused search engine founded in 2008 that has
gained a niche popularity among privacy-minded users – has made some waves recently with
its tagline “the search engine that doesn’t track you” because “search engines don’t need to
track users to make money.”
According to DuckDuckGo’s general counsel and head of policy, Megan Gray, this model is
profitable: “We make a ton of money. We are a privately held company, so I can’t tell you
exactly how much we make. But we are subject to the California Consumer Privacy Act (CCPA),
which requires at least $25 million in annual revenue, and we are well above that.”
In the spirit of online privacy (trend #33 above), while Google has become embroiled in data
scandals such as the Cambridge Analytics fiasco, DuckDuckGo has meanwhile seen massive
growth as it hit 1 billion searches in the month of January 2019:
Just recently, the engine got another boost when it was endorsed by Twitter CEO, Jack Dorsey:
Ultimately, marketers should consider their audience and think about where their brand’s
content is likely to be viewed. With that in mind, optimize your content for more than just one
40) Voice Marketing Funnels
In the new voice marketing funnel, leads can
enter the funnel at different stages of the
customer journey, as many consumers now
conduct a lot of their own research online.
This updated model demands that each
customer is treated as an individual instead of
a generic prospect. As a result, the funnel
must cater to the demand for customized
Another way that the sales funnel is being
revolutionized is from funnel to engine, in
which the brand no longer dictates the
buyer's journey – rather, the brand and
customer “synergistically interact with each
The bottom line is that we can, and should, expect that technology will continue to
metamorphose, so marketers must develop funnels that are capable of reacting to constant
shifts in the digital landscape.
Search Engine Journal asserts that the first brands to adjust to the demands of voice search
will reap the greatest rewards, increasing their digital online revenue by 30% or more.
Last, but certainly not least, we’ll dip our toes into one of the most wow-inspiring digital
marketing trends of 2020: neuromarketing. While this may sound like we’re quoting from a
sci-fi movie, the reality is that this technology is advancing quickly and may become a viable
tool for marketers soon.
For the uninitiated, neuromarketing is a strategy that analyzes measurements of a person’s
brain activity and nervous system to determine which types of content they find engaging.
It is essentially designing marketing materials (including your website, ads, email campaigns
and content) to evoke specific neurological reactions that trigger emotions or responses that
are linked to purchasing. You can use this information to optimize your content accordingly
and adjust your strategies, improving the effectiveness of your marketing.
SPARK Neuro, a neuroanalytics company that measures emotion and attention to optimize
advertising and entertainment, is a leader in the space. The company combines biometrics,
neurometrics and complex algorithms to analyze attention and emotion levels, effectively
helping marketers figure out what content to focus on and what to avoid.
Forbes reports that the company is expected to work with political campaigns in the future.
But whether that happens or not, we can be sure that neuromarketing will have a major
impact on the future of marketing. The richest consumer data resides in the brain and any tool
that helps companies understand the brains of their prospective customers is sure to be worth
its weight in gold.
42) Artificial Intelligence
If you haven’t already realized it, 2020 may be the year that a lot of people wake up to the
dominance of artificial intelligence (AI). It’s sure to be at the heart of global business and
industry in the future – and it’s already taking over many simple jobs.
For example, Microsoft and Uber use Knightscope K5 robots to “patrol parking lots and large
outdoor areas to predict and prevent crime. The robots can read license plates, report
suspicious activity, and collect data to report to their owners.” You can rent these R2-D2-like
robots for $7 an hour – which is less expensive than a human security guard's wage:
Just a couple years ago, Gartner analysts predicted that by 2020, AI technologies would be
pervasive in almost every new software product and service – a prediction that Harvard
Business Review seconded earlier in 2019.
According to Techgrabyte:
“Artificial intelligence is the biggest commercial opportunity for companies, industries, and
nations over the next few decades” and “will increase global GDP by up to 14% between now
and 2030,” which means that “AI latecomers will find themselves at a serious competitive
disadvantage within the next several years.”
Here are the top reasons why organizations are adopting AI in their business:
AI can analyze consumer behavior and search patterns, and use data from social media
platforms and blog posts to help businesses understand how customers find their products
One exciting example of AI in practice is chatbots (more on that later). Mastercard created a
Facebook messenger bot – which uses natural language processing software to decipher what
the customer wants and respond as if it were a real person – to automate handling payments:
Artificial intelligence will soon be the driving force behind many services and, currently, we
already see it implemented in such areas as:
• Basic communication
• Product recommendations
• Content creation
• Email personalization
• E-commerce transactions
Businesses adopting AI in 2020 will be able to cut staffing costs and accelerate growth, getting
an edge over their competitors.
As John F. Kennedy once said:
“Change is the law of life. And those who look only to the past or present are certain to miss
For all of us working with digital marketing, change is an integral part of the job. We must
keep looking ahead and strive to embrace new channels, tools and strategies in order to gain
an edge over your competitors and fly high in the same direction as your consumers.