Digital is the thing that keeps on changing as you blink the eyes and it's being evolved every year. Here I bring you two really interesting things about Digital Marketing that are in trend and will be dominating the era by 2020. Being into the Digital Marketing one should always be aware about the changes which are happening around in the industry with emerging technologies and stay ahead in the market. This is gonna help them gaining a competitive edge and strength to develop new ways to grow their businesses, generate leads and improve the relationship with their existing customers.
During 2019, what I've found is that there are two things which were trending througout and can turn out to be the big change by 2020 and these are:
#1. Voice Search
Though voice search by Google is initiated in May 20, 2012; 7 years ago but coming Google Assistant in picture in May 18, 2016 shifted the gear of voice search. Voice search is nothing but a voice command to search things on Internet, a website, or an app.There are mainly two types of voice search:
- Those that are implemented by smart speakers such as Amazon’s Alexa, Apple Homepod, Google Home and Microsoft’s Cortana which give searchers immediate voice answers to their questions and
- Those that are installed in desktops, and smartphones such as Siri and Google Assistant which display written search results.
Marketers must adapt their outreach strategies to voice accordingly. For most, this means focusing early efforts on:
Natural language SEO: Now is the time to invest in SEO that prioritizes how users want to search when speaking. For example, question words are more common when querying via a digital assistant because this is simply how real people seek out information. It’s more likely someone would ask Siri “Where is the nearest car wash?” over “Nearest car wash to me?” Brands can earn greater voice-search shares by reverse engineering their content and SEO programs around a question-and-answer format to mirror how consumers want to learn online.
Long-tail keywords: Brands should also target long-tail keywords. As searches move from text to voice, the average length and specificity of questions will increase. For instance, a shopper may add relevant time, price, location, etc. details into a voice search that would feel cumbersome to type out. Brands willing to research long-tail keywords can take ownership over these nuanced conversations and earn new business through specific offerings and thought leadership.
#2. Smarter Chat (ChatBots)
A chatbot is an artificial intelligence (AI) software that can simulate a conversation (or a chat) with a user in natural language through messaging applications, websites, mobile apps or through the telephone. Chatbots have been rising in the few recent years and still persists in 2019. According to Grand View Research, 45% of end users prefer to use Chatbots as a major means of communication in customer service.
Chatbots play a critical role in improving the customer experience and allow marketers to better engage with their audience - without really doing much. They offer real-time assistance to the user, dedicated support and a proactive interactions where they ask questions to understand the real problem.
For instance, a visitor landing on a website is contacted via chatbot and asked to request assistance or get more information about the product. If he selects the first option, he will be referred to a representative for help and if he chooses the second option, he will be asked a series of automated questions or redirected to their blog or FAQ page.
Another rising trend is Whatsapp Business Messaging, which has become one of the most used messaging apps worldwide according to Statista. Besides, it’s no longer restricted to personal usage; businesses are using the application on a daily basis for their daily activities.
Messaging traffic is expected to double by 2019. This is driven by over the top messaging Over-The-Top or OTT apps, going up from 31 trillion messages in 2014 to over 100 trillions by 2019 globally.