Bluerank agency, specialising in internet campaigns in SEO/SEM, Google Marketing Platform, social media, social ads and the use of web analytics for business development for clients leading in their industries, has prepared a list of 7 changes it considers most important in the development of digital marketing.
The list of phenomena we observe is long. We chose seven - those that seem most important from the clients' point of view. We predict that in 2020 these will continue to develop and create trends. What's more, not only will they not disappear within a few years, but on the contrary, they will accelerate. Besides, these are issues important from a business and financial perspective. Take, for example, higher spending on programmatic - according to predictions, as much as 4 out of 5 dollars will be allocated this way already in 2020. These are estimates important from the point of view of the business run by our clients, and not only ours – says Zbigniew Nowicki, Co-Managing Director of Bluerank.
1. Artificial Intelligence
Let me start provocatively: I believe we are just past the peak of AI's popularity and until the next breakthrough in this technology, we will talk about it less and less. This does not mean, however, that AI has gone to the scrap heap. Quite the opposite! Technologies related to artificial intelligence have permanently settled in our lives. Speech recognition, image analysis, voice assistants are everyday realities. In every mid-range phone we can find technologies related to AI. Why, even autonomous cars are no longer anything new… The same applies to internet marketing. Advertising systems and tools for marketers use machine learning or deep learning for various purposes, and AI is no longer a competitive advantage. This is what happens with every technology. After all, no one today boasts about using databases or SSD drives. But! What comes next? In my view, we face the further dissemination of AI solutions that are already proven. On the other hand, we are waiting for further breakthrough discoveries. Maybe related to quantum computing, maybe to robot mechanics, or maybe to better decision systems, even closer to the model of human thinking and learning… - Jacek Tkaczuk, Head of R&D, Bluerank
• Artificial intelligence will feed the global economy nearly 16 quintillion – 10^12 USD by 2030. (1)
• The global market for autonomous AI cars is to be worth 127 billion USD by 2027. (2)
• Machine learning systems currently select 3 out of 4 ads shown to us. (3)
• AI recommends for customers over 80% of products on advanced e-commerce platforms. (4)
• Today, however, humans are still more thinking than any kind of AI. (5)
2. Programmatic Advertising
Working with clients, we notice that they are increasingly interested in changing the advertising purchasing model. They invariably appreciate the importance of marketing and image activities, but want them to be more measurable, automated, less intuitive and focused on effectiveness. They look broader, more globally. They do not want to buy advertising in individual slots in different agency departments; they are willing to use automation and make purchases in a programmatic system. When we operate this way, the advertising is matched both to the place where it appears and to the recipient. This trend will expand because there are many advantages. For example, operating in a consistent technology - both the one serving ads and the one reporting, used for attribution. This means the client can measure various traffic sources in a comparable way and knows which media lead to conversion. Once it was hard to check this, and today programmatic facilitates effective budget planning. - Aneta Mondry-Gałecka, Performance Marketing Director, Bluerank
• 80% – 4 out of 5 USD spent on display advertising in 2020 will be the result of programmatic purchasing. (6)
• Nearly 85% of display ads on mobile devices are bought programmatically today. (7)
• Only 15% of advertising processes are currently automated. (8)
• The remaining 20% of display advertising spending will be carried out traditionally – requiring human intuition. (9)
3. Chatbots
Chat as a method of communication became very popular some time ago. Today, the prevalence of mobile devices and the internet means that this communication channel is the easiest and most frequently chosen. It is fast, low-engagement, possible to use in various conditions. Recently, for the same reasons, it has also become another channel of communication with companies and is very quickly gaining popularity. Chatbots are an obvious development for these trends. They enable moving communication to a channel that is natural for potential customers, and thanks to automation they relieve the call center. Already today users are accustomed to the fact that on the other side of the chat there is a bot, which in the first stage can be an easy and quick alternative to the website interface, and possibly in the next stage can redirect the conversation to a human. This, combined with the enormous technological capabilities of chatbots, means that they are gaining and will gain in popularity. At least until we get fully refined voice assistants, thanks to which we will easily plan the day, browse correspondence, manage the home, order favourite products from the store, check reservation status or learn about any company's offer. - Jacek Tkaczuk, Head of R&D, Bluerank
• 1.75 billion people – one quarter of the Earth's population – will use chat apps daily by the end of 2020. (10)
• 63% of people agree to communicate with a company or brand via a chatbot. (11)
• By 2022 chatbots will help companies save over 8 billion dollars annually – financial and healthcare sectors. (12)
• 75% of consumers want to know whether they are talking to a machine or a human. (13)
• Chatbots will be able to conduct a truly human dialogue by 2029. (14)
4. Personalisation
Personalisation in marketing is a broad concept and certainly understood differently. It can be both addressing the user by name in a newsletter and remarketing with products the customer added to the cart but did not buy. In my opinion, currently the most underrated, and at the same time one of the more valuable forms of personalisation, is modifying the appearance of a website, for example a store, to the user's individual preferences. Most often this concerns displaying products individually tailored to needs. Appropriately selected products can significantly increase conversion rates and encourage users to frequently return to the store's pages. A model example of personalisation is Netflix, where there is no typical homepage – what the user sees after logging in is a set of fully matched films and series, even with individually selected images for each title. I am pleased that such a trend is also appearing among online stores. I am of the opinion that in the near future the navigation paths in an increasing number of services will start with proposals of specific products, rather than a traditional list of categories and a search engine. With the development of technology, such solutions will become common, not limited only to marketplaces and the largest players on the market. - Jacek Tkaczuk, Head of R&D, Bluerank
• Personalisation = maximum satisfaction + minimum time to reach. (15)
• 96% of B2C marketers believe that personalisation creates better and longer-lasting relationships with consumers. (16)
• 90% of surveyed consumers noted that personalisation matters to them when making a decision. (17)
• Growing ROI translates into further investments, where 97% of marketers declare increased spending on personalisation in 2020. (18)
• Incorrect personalisation lowers consumer trust in the brand by 33%. (19)
5. Video marketing
Not long ago, video advertising was treated as an addition to other activities in the area of online marketing. It was used mainly by the largest advertisers. Others, focused on return on investment, omitted video as a tool mainly for image purposes and not translating into real revenue. Currently we notice a change in approach and I think that in 2020 we will finally say goodbye to the arguments "video doesn't work", "video doesn't sell". Marketers already understand that video marketing has a different role on the customer's purchasing path. By not using this form of activity, we run incomplete advertising campaigns and lose the chance to reach the consumer at the initial stages of the Customer Journey, which are often crucial for their later decisions.On the other hand, advertising tool providers are doing a lot to add a sales element to video activities. Google, among others, combines video advertising on YouTube with the Shopping format or with CTA extensions. In the campaigns we run for our clients, this increasingly clearly translates into an increase in the number of conversions (transactions or leads) coming directly from video campaigns.What we propose is the appropriate selection of strategy (targeting, content) for the client's goals. If we want a video campaign on Instagram to be a success, it is not enough to duplicate material that we already use, for example, on YouTube. These are different spaces, satisfying different user needs. Such details decide the success of a video campaign and indirectly translate into the increase in video budgets that we observe. - Rafał Trąbski, Head of Paid Search, Bluerank
What digital marketing trends for 2020 has Bluerank prepared?
• Consumers remember 95% of the message from video material, compared to 10% from text communication. (20)
• 56% of all published videos are shorter than 120 seconds. (21)
• Over 50% of videos are watched on mobile devices. (22)
• 72% of companies say video ads improved effectiveness and conversions. (23)
• 52% of consumers say that watching videos about products brings them closer to making online purchases. (24)
• The average user spends 88% more time on a page with video. (25)
6. Social Messaging Apps
Already 3.5 billion people worldwide communicate via apps, which constitutes half of the global population. The most popular messengers are: WhatsApp, Facebook Messenger and WeChat. In Poland - according to data from the "Digital in 2019" report – the most frequently used are: Messenger (64% of internet users), Skype (33% of internet users) and WhatsApp (32% of internet users). These apps are displacing traditional forms of contact, such as: SMS, email, phone calls or web forms. And this is one of the more important challenges for companies. Brands, in the interest of positive customer experiences, will meet these expectations through a strategic approach to conversational marketing. In order to ensure the best possible quality of service, they will implement advanced chatbot mechanisms, while constantly providing the support of the human element. Implementing promotional activities dedicated exclusively to this channel will be common for many brands. - Julia Kałużyńska, Head of Social Media, Bluerank
• 3.5 billion people worldwide reach communities via mobile apps – 50% of the global population. (26)
• 1.3 billion users per month are active on Facebook Messenger. (27)
• 55 billion messages daily are sent via WhatsApp. (28)
• WhatsApp is the absolute leader in the social messaging app market in 112 countries. (29)
• Number 2 on the list is Facebook Messenger. (30)
• The big six: WhatsApp, Snapchat, FB Messenger, Viber, WeChat, Telegram. (31)
7. Voice search
Voice search technology in 2011 - at the time of implementation - was merely a technological novelty. Now, in the era of universal (and cheap) internet access, the growing share of mobile devices and the increasing popularity of other web-connected devices (such as smart speakers), we can speak of a voice revolution that very strongly influences the change in the way information is searched. Market predictions indicate that in 2020 as many as half of queries may be voice searches. This trend, on the one hand, will force marketers to optimise created content for voice searches, and on the other hand opens new marketing opportunities, for example in the use of applications and services based on the Google Assistant. - Patrycja Tomczak, SEO Director, Bluerank
• 50% of queries in 2020 will be voice searches. (32)
• 25% of mobile queries to Google are voice searches. (33)
• The market for purchases based on voice commands will grow to 40 billion dollars by 2022. (34)
• The big 5 and answer accuracy: Google Home – 81%, Amazon Echo – 64%, Harman Kardon – 57%, Apple HomePod – 53%, Siri – 53%. (35)
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Sources: 1, 2 – PwC, 3 – IAB, 4 – eMarketer, 5 – Adobe, 6 – eMarketer, 7 – DigitalDay, 8, 9 – Adobe, 10 – eMarketer, 11, 13 – Mindshare, 12 – PwC, 14 – Ray Kurzweil, 15, 16, 19 – eMarketer, 17 – Forbes, 18 – Researchscape International, 20 – PopVideo, 21 – Social Media Today, 22 – Ooyala, 23 – Wyzowl, 24 – Invodo, 25 – Forbes, 26 – MobileAppDaily, 27, 28 – Statista, 29, 30 – Appypie, 31 – WebFX, 32, 33 – Gartner, 34 – Prnewswire, 35 – Microsoft.
Summary
Bluerank agency identifies seven trends that will shape digital marketing in 2020. Among them are artificial intelligence, programmatic advertising, chatbots and personalisation. Experts emphasise that video marketing and social messaging apps are becoming key for building relationships and sales, and voice search may account for half of queries. An interesting fact is that according to predictions, 4 out of 5 dollars spent on display advertising will come from programmatic purchases. The article shows that these technologies are ceasing to be novelties and becoming everyday realities, requiring a strategic approach from marketers.
