Online marketing (or sometimes called digital marketing) is the lifeblood for countless modern businesses. It is not without reason that this form of marketing is one of the most developing and sensitive to trends. Technological developments in online marketing are succeeding each other at a rapid pace and this will be no different in 2020. Four trends will define the online marketing landscape in 2020.
The growth of voice
Voice of virtual assistants: they shoot up like mushrooms and cause consumers worldwide to get used to the phenomenon. It's no longer crazy to speak to your Alexa, your Siri or your Google Assistant. About five years ago, it might have been a gimmick used primarily by schoolyard adolescents, who asked Siri funny questions and then doubled over the answers. Today, voice is a serious way in which people initiate searches and search for products and services. Google Assistant is now used by more than five hundred million people, and that is not five hundred million adolescents. The fact that people start drastically different searches via voice than they would do via typed text - longer, more specific and with open questions - opens up completely new doors and challenges for the online marketer.
AI: after voice such a huge concept that our future will change indelibly. Where previously the marketer was completely at the controls and determined what an online marketing campaign looked like, he is in the future perfecting the process of machine learning. The marketing machine used to be imagery; it will become reality in the (near) future. AI will have such a big impact on online marketing, among other things, that it is difficult to look too far into the future. The only brake that seems to still experience the development of AI is the ethical discussion about the impact of AI on society. Because do we want to be confronted all around us with marketing campaigns that are specifically tailored to our personal characteristics, characters and interests? One thing is certain: the development is unstoppable and will return in 2020.
More video, less time
A hundred years ago, humanity thought that in the future there would only be free time. Machines would do the work and people could relax. The truth is, we have only gotten busier and work more, despite all the technological tools available to us. Nobody therefore reads extensive brochures or prospectuses. We act on the basis of emotion and first impressions. The importance of video and video marketing grows with that every year. Online marketing content preferably consists of short, concise content with which you can quickly convey your message. More video in less time, that seems to be the motto in 2020.
Finally, he is somewhat confined to the rise of AI: big data. We are increasingly able to convert human behavior into data and learn from it. The online marketer is conducting measurements and tests 52 weeks a year to optimize campaigns. The enormous amount of data is growing day by day, especially with larger companies. Ultimately, that tank of data will be the breeding ground for massive machine learning, but until then it is up to the online marketer to convert data into campaigns and smart solutions. Especially if you not with one of the largest market players (think of the Amazons of this world), this is one of your only weapons not to be blown away in the medium term by ever-growing market leaders.