Digital marketing Latest trends 2021

Digital Marketing
Trends for 2020
Digital Marketing
Trends for 2020

TABLE OF CONTENTS
TABLE OF CONTENTS
Introduction 3
Trend 1 4
The transition: Digital Marketing
to Growth Marketing
Trend 2 8
Video meets content marketing
and the traffic goes up
Trend 3 17
The Holy Grail of Personalization
Trend 4 22
Drill Down on Competition Research
Trend 5 25
Chatbots - The Lead Capture &
Qualification Tools
Trend 6 30
The rise of Micro-Influencer Marketing
Trend 7 33
Rank Zero in SEO
Trend 8 35
Voice Search
Trend 9 38
Email is not dying!
Trend 10 41
Content Experience Content Marketing

3
| 10 Digital Marketing Trends for 2020
3
Introduction
Are you a small business looking to understand and decode the mysteries of
Digital Marketing? It’s not rocket science! As India switches to a more
tech-savvy mode, you should explore Digital Marketing for SMEs.
If you can market your business to even a fraction of the population, you are
a success. But Digital Marketing is not just about being big. There’s more to
it than we can see.
About 4.2 billion people in the world use internet.
Can you believe it? A whole decade is now over!
Here’s an overview of the digital marketing trends that marketers swore by
in 2019:
1. Marketing got more personalized. Campaigns were customized for
different target groups. This was also done at an individual level with mass
personalization.
2. Artificial intelligence made waves in the marketing world.
AI-powered customer segmentation, retargeting, push notifications, click
tracking, you name it – in a limitless combination of possibilities. It’s even
creating content now!
3. Live videos became a thing. Increased need for social media
presence allowed marketers to reach out to thousands of customers
irrespective of location, to view their live stream in the comfort of their own
homes.
What’s to come in the next decade? In this ebook, we forecast 10 trends that
could take over digital marketing.

TREND#
TREND#
1
1
The transition:
digital marketing
To growth marketing
The transition:
digital marketing
To growth marketing

5
Digital marketing involves marketing a product or service through digital
channels like the internet, mobile devices and social media. It focuses on the
relationship between a brand and its customers to gain trust and improve
conversions.
Importantly, digital marketing have been focusing on two main stages of a
fairly complex funnel:
1. Awareness
2. Acquisition
While it is powerful to set up initial traction and establish market presence,
that has been the extent of it. At least so far.
Growth marketing, however, is marketing 2.0. The major challenge with the
previous marketing approach is that, while it does what it does, it creates a
gap in terms of acquired leads vs converted leads.
Growth marketing addresses just that. It approaches the acquisition funnel
more holistically and drives more impact to business development as a
whole; not just lead generation.
Implementing growth marketing involves
inventing strategies and tactics once the
customer has signed up.

6
It focuses more on context, value addition and building an end to end
customer journey rather than just focusing on top of the funnel acquisition.
It takes your traditional digital marketing model and adds layers such as:
Growth marketing is a slower process, like an evolution of sorts.
In 2020, this means there is more scope for digital
and growth marketing to sync functions and see
what works best.
This can be better explained through a diagram, illustrating the key
difference between the two types of marketing.
SEO optimization
Inbound marketing
Paid ads
Email & Referral marketing
Lead qualification
Lead nurturing
Marketing automation
Customer profiling
Personalization
Growth hacking
Retention marketing
Referral marketing
Remarketing & Retargeting and more

7
Image credits: https://blog.useproof.com/
Focus on the Funnel
Digital Marketing only focuses on Acquisition and Activation of users,
whereas growth marketing will always think about the whole sales/product
funnel. Implementing growth marketing involves inventing strategies and
tactics once the customer has signed up.
BONUS: Want to understand how to use funnels for
conversion? Take this free 30-min course.

Video meets content
marketing and the
traffic goes up
Video meets content
marketing and the
traffic goes up
TREND#
TREND# 2
2

9
Video marketing still remains one of the best performing digital content
strategy. In 2020, digital marketers must look to combine both the elements
of video and content to:
Why? Because with good content, videos make sense, and vice versa.
Did you know tweets with video see a 10x
increased engagement than the tweets without a video?
Also, Promoted Tweets with videos save more
than 50% on cost-per-engagement.
On LinkedIn, users are 20x more likely to share a
video on the platform - especially one that is
embedded in a blog.
Video is the most popular engagement tool on
Instagram.
Did you know tweets with video see a 10x increased engagement
Drive more views
Increase engagement

10
Image credits: https://www.socialmediatoday.com/

11

12

13
Don’t look too long for video making tools -
we have it right here!

14

15

16

TREND#
TREND# 3
3
The holy grail of
personalization
The holy grail of
personalization

18
Digital marketing involves marketing a product or service through digital
channels like the internet, mobile devices and social media. It focuses on the
relationship between a brand and its customers to gain trust and improve
conversions.
Growth marketing, however, is marketing 2.0. It takes your traditional digital
marketing model and adds layers such as:
Personalize it!
Customers decide in 2 seconds whether they like
your marketing message. So, make it count.
In a survey of 1,000 people, 90% remarked that they found personalization
appealing and 80% admitted they’d be more likely to give their business to a
company that offered them a personalized experience.
Email lists are an old standby of marketers, and they lend themselves well to
personalization.
Segmented lists with personalized email blasts have been shown to perform
much better than generic emails sent to an entire list.
Don’t miss this opportunity to connect with your audience in a meaningful
way.

19

20

21
Image credits: https://www.pardot.com/

TREND#
TREND# 4
4
Competition research
drill down
Competition research
drill down

23
Why should you do digital marketing? To stay ahead of your competitors! In
2020, they are going to be one step ahead of you.
How do you stay ahead of the curve? Perform a step by step competitor
analysis!
If not, you become Kodak!
Kodak was thriving in the film- based photography model when the rest of
the world started to wake up to digital photography. Inaccurate business
forecasting and poor competitor analysis were the biggest reasons behind
the decline of the brand.
Measure your competitors reach in 2020. Competitor analysis lets
you keep your finger on the pulse of your industry so that you know
which strategies will give you maximum benefit. It is a critical part
of your entire marketing plan.
Let’s do a quick run through to know WHY you
need competitor research.
It helps you reveal the strengths and weaknesses of your competition
so that you know what you're up against and what it would take to beat
them.

24
You can quickly identify industry trends and plan your strategies accordingly.
It gives you a better understanding of the things that your potential
customers love/hate so that you can develop better products or services.
Ask yourself (and your marketing team)
The best competition research tool - SEMRush
Who are our top 5 competitors (both organic and inorganic)?
What are they doing the best?
What type of products/services do they offer?
What is their USP (Unique Selling Proposition)?
What sort of advertising strategies are they currently using?
Why do people love them?
What do their customers complain about?
Which geographical areas do they operate in?
What is their pricing structure?
What are the keywords for which they are ranking organically?
What are their major PPC keywords?
What sort of engagement are they receiving on social media?
It lets you identify the type of marketing campaigns that are giving your
competitors maximum leads so that you, too, can start investing in such
campaigns and divert their leads.

TREND#
TREND# 5
5
Chatbots -
the lead capture
& qualification tool
Chatbots -
the lead capture
& qualification tool

26
It’s the era of Artificial Intelligence! Chatbots are the new customer interface
that all marketers are making use of, not just for digital marketing, but to also
collect more leads.
Chatbots in 2020 will streamline your marketing
strategy by automating the beginning of the
customer acquisition process.
Chatbots are intuitive, low-key and engaging. People are hooked on to the
idea of a chatbot, despite the fact that such a concept based on artificial
intelligence was introduced for the first time in the market.
When it comes to digital marketing, chatbots become immensely powerful
conversion rate optimization tools for your website. Essentially for three
reasons:
1. When it comes to top of the funnel audience (visitors who are
considering your services/products), they don’t want to get into
sales calls or recieve pitch decks. They want to retain control and
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Chatbots help do just that by answering their questions without
them having to share personal details right at the start.

27
2. While the above is true, it does not mean in any way that as a
business you won’t be able to build your sales funnel with chatbots.
Quite the opposite actually.
While they get their questions answered, you can fully customize
chatbots to collect key information you need to qualify your leads
and possibly make a sale later, more contextually and subtly as the
conversation grows.
This way, you allow your potential buyers to explore your
products/services with more freedom and share their details as
and when they want to.
In a way, they then qualify themselves and are more likely to
convert.
3. With new-age chatbots, you can introduce in human interactions at
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interaction, the chatbot sends your sales/support specialists a
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the specialist takes over.
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which in turn saves you more money and increase overall sales
productivity.

28
Image credits: Intercom
Over 57% of customers prefer live chats to FAQ pages.
Here’s a quick example of how you can customize your chatbot workflow:

29
Strengthens your conversion tactics intelligently while giving users
more flexibility
Helps qualify leads with minimal human interaction through work
customizations
Saves manpower cost increases productivity by involving human
interaction only when needed.
Chatbots can be added as an extension on various social media
platforms for basic level enquiries.
Programmed to collect data, monitor customer behaviour and keep a
check on the buying pattern of the consumers.
Chatbots can handle proactive customer engagement and send follow
up messages.
What can chatbots do for digital marketing?
Check out the Instamojo LIVE chat feature

TREND#
TREND# 6
6
The rise of
micro-influencer
marketing
The rise of
micro-influencer
marketing

31
“ Over 82% of buyers are “highly likely” to follow a
recommendation made by a micro-influencer” -
Forbes
Influencers are all the rage in the marketing world. But in 2020, your digital
marketing strategy should be to approach micro-influencers These
mini-celebrities – Youtube bloggers and Instagrammers – are a gold mine for
promotions.
Influencers, as the word suggests, influence their audiences “to do” or “not
do” something.
Micro-influencers are individuals who have a following of 2,000 and 100,000
followers.
They can help promote your business in the most cost-effective way while
also making a real impact.
With the digital influx, customers now believe more reviews and testimonials
as compared to generic ads. Depending on your niche and product offerings,
you can encourage these influencers to review or talk about your product on
their pages or accounts.
This not only ensures your product reaches a whole set of new customers
but is also a sure-shot way of building trust amongst existing customers.

32
In 2019, while 49% of consumers have rated influencer brand-created ads
“annoying or irrelevant,” 67% of them didn’t have a negative comment
about sponsored influencer content. Because authenticity is so important,
it’s a balance the brand and influencer must strike.
49%
67% didn’t have a
negative comment
rated influencer
brand-created ads
“annoying or irrelevant”

3
TREND#
TREND# 7
7
Rank zero in SEO
Rank zero in SEO

34
So your user’s query is answered on the SERP itself, without them having to
click away anywhere.
If you want your brand name ranking, it should rank at zero! The top spot in
SERP ( Search Engine Results Page) is now ‘zero’ - a featured snippet of text
appearing above the search results.
This prime location often provides information relating to the search query,
while also providing a link to the page from which the information is drawn.
Position zero is the first, and sometimes only result that some users will view.
As such, it is highly coveted and should be the focus of your efforts.
SERP features that make this happen are:
Featured snippets
Google’s Local Pack
Knowledge graphs

TREND#
TREND# 8
8
Voice search
Voice search

36
Image credits: https://www.ventureharbour.com/
As per Forbes, 30% of all website sessions will be conducted without a
screen by 2020.
Speech recognition in our mobiles and desktops has become complex, but
concrete. Voice search has been around for a few years, but it is still not
invested in right. Globally, voice search has experienced a technological
breakthrough, with the introduction of home-based voice assistants such as
Amazon’s Alexa and phone AI-powered assistants like Google Assistant, and
Siri.

37
Artificial intelligence was a marketing trend that made
waves in 2019. This year and next, it will be implemented
through technological sources beyond tangible dimensions.
Text and voice requests are significantly different.
For example, the user will write the best restaurants in Bangalore, but he
will say: Where to eat in Bangalore?. It seems that there is not much
difference. However, this has a strong effect on the SEO of all sites.
Accordingly, online services will implement voice query analysis and redo
their content for them.
Where to eat in
Bangalore?

TREND#
TREND# 9
9
Email is not dying!
Email is not dying!

39
According to a study by Omnicoreagency, the amount of emails being
opened up on mobile devices has grown by 180% in just a few years.
Email marketing is a marketers go-to strategy when things are falling apart.
As of 2019, Email is the number one channel when it comes to sharing
content. Readers are 3 times more likely to share via social media if they
originally receive the content via email.
Surprisingly, over 28% of customers state they would like to see promo offers
in an email more than once a week.
Image credits: https://www.omnicoreagency.com/

40
Cold email hacks: About 67% of online shopping carts lay abandoned by
customers. Thankfully, sending an email about an abandoned cart has a
40.5% chance of being opened, which can remind buyers of their original
interest.
We will let you in on a little secret: Only 4% of email marketers use a layered
targeting strategy.
So, this is your chance to make email marketing
your superpower in 2020!

TREND#
TREND#10
10
Content experience
content marketing
Content experience
content marketing

42
“Content is king” - and it always will be! As we move into 2020, it is important
to reinforce it further.
Does your business write blogs? Good! But let’s do more in 2020!
The future of content marketing is not just text,
it’s about creating a ‘content experience’.
This means investing in video, virtual reality, augmented reality and
interactive content.
High-quality content allows you to show your expertise and communicate
with your customers from a place of authority. Your content is also what
search engines provide to searchers online, so continuing to produce
high-quality content is a must.
In 2020, content marketing will shift focus to give audiences more of what
they really want:
‘Content experiences’ is the lovechild of good
content and simple context.
Shoppable posts
AI-based content
Quizzes and polls on social media

43
Image credits: https://cdn.business2community.com/
This matters because every piece of content conveys an experience, whether
good or bad, through content design and strategy.
2020 is the year business should set a 20/20 vision for your marketing goals!
tWhile many business owners appreciate the fact that marketing continues
to change at a fast pace, only those who adapt and evolve their marketing
strategies truly make a difference - and sometimes set the benchmark for
trends in the coming years!
Happy 2020 to your business!
Rock your 2020!

3
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