2020 has been a year like no other. Whether you’ve been working on in-house digital marketing trends or in an agency setting, you’ve likely felt the pressure of this unique year first-hand. Although it’s been a challenge, there’s a lot we can learn from 2020; we had to get creative, change up our perspective, and maybe even rethink structures altogether.
As the pandemic’s end is seemingly insight, we think it’s a good time to reflect on 2020’s digital marketing trends, how we can learn from them, and whether or not they’ll carry into 2021 and beyond.
Best Digital Marketing Trends
Video content reigned supreme
From TikTok and Instagram Reels to Facebook Live, the video continued to reign supreme in 2020’s social mediascape. TikTok, in particular, had some of the most noted success, especially with teen audiences; 49% of teenagers in the US say they use the video content platform. In February 2020 alone, the platform reported 113 million downloads with usage only increasing as the COVID-19 pandemic continued to spread.
So, what made 2020’s video content so spectacular? In some part, it’s safe to assume that the general public didn’t have much more to do in a day other than scroll through funny, heartfelt, and helpful videos. But there’s also something to be said about the platform’s accessibility and appeal — there’s truly something for everyone — from cooking and activism to pranks and tearjerkers.
I think TikTok’s interactive aspect is also what’s so appealing to those in their teens, twenties, and older. Whether you want to participate in a dance trend, show off your impersonations, or start a trend of your own, TikTok is where you gotta start.
Personal connection proved important
There’s no question that this year provoked a lot of feelings of loneliness and anxiety for plenty of people, especially during the early stages.
However, many were able to garner some sense of connection online. Everyone from influencers to famous entertainers was broadcasting their personal experience and words of wisdom as we all learned to navigate the pandemic and I think one point was proven: personal connection matters and it always will.
When it comes to the modern marketing world, your customers want to buy products from the people that they trust, the people they relate to. What this means for brands surviving a post-pandemic world: affiliate marketing will still be essential in your campaigns.
If anything, we’ve only grown more attached to our online connections and it’ll likely stay that way in the long-term.
SEO stayed strong
For the uninitiated, Search Engine Optimization (SEO for short) describes the strategy used to improve a brand’s website and content in order to rank higher on search engines.
SEO involves a number of tactics, from back-end and UX improvements to keyword-focused content creation and linking opportunities.
With more people home and spending time online than ever, it should come as no surprise that SEO continued to hold strong as a pillar of digital marketing. Our guess is SEO isn’t going anywhere in 2021 and you’ll likely see blog content and UX become central focuses within your digital marketing efforts.
Chatbots are quick and convenient
Ecommerce brands have used chatbots to bolster their customer service setup for years now but they’re practically ubiquitous in today’s world. For one, they’re inexpensive and convenient — no need for customer service reps to tend to every customer question — but they’re also smarter than ever.
Now, you can set up custom workflows to direct and answer questions without losing the personal aspect of your brand’s voice. In fact, industry experts suspect that the conversational marketing style that chatbots provide will continue to prove their importance over the next several years.
Voice interaction was essential during isolation
Who else was there to talk to in isolation other than your gal pals Alexa and Siri? From shopping and asking questions to controlling your TV and music, there are few things our digital friends can’t do. When it comes to advertising through voice search, experts say you should have a strategy.
Here are a few innovative ways big brands have integrated voice interaction into their marketing efforts:
- Nestle has rolled out a voice-controlled feature that provides instructions while you bake.
- PayPal can now be controlled by Siri, allowing individuals to initiate transactions.
- Tide offers voice advice on removing different types of stains.
Opting for omnichannel marketing pays off
Omnichannel marketing is the idea that you should communicate and advertise across all available channels, including, email, social, apps, and your own website. This way, you’re more likely to reach your audience where they are and in a way where they’ll want to engage with your brand.
If you do adopt omnichannel marketing, like so many successful brands have, make sure your voice, tone, and imagery remain consistent across all platforms. There’s a reason why so many campaigns, like Nike’s Just Do It, stick out in our brains: repetition.
Wrapping up 2020
As 2020’s craziness comes to a close, it will be key for marketers to reflect on what they’ve learned this year. While we don’t know exactly when this pandemic will be over or if there will be another similar event in our lifetime, it’s always a good idea to stay on your toes and continue to keep your finger on the pulse of the latest marketing trends.
To sum it all up, here are the 2020 trends we expect to extend into next year and even beyond:
- Video content, especially short-form
- Personal connection, conversational marketing with the help of affiliates
- SEO strategy via UX and content creation
- Chatbots in place of individual customer service reps
- Voice interaction options
- Omnichannel marketing
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