How is your 2019 shaking out? Did you crush any of your 2019 business goals? Did your business receive a steady flow of leads throughout the year? As you reflect on 2019, let’s take a look at the major trends that made an impact in the digital marketing industry. As we discuss these trends, take note of which could make sense for your business in 2020. Just because a trend is highlighted on this list does not necessarily mean that it is the right tactic for your business. Each business should have a customized strategic marketing plan designed with your end-user in mind.

  • Customized Conversations: There was a time when businesses could shoot out a massive e-blast or purchase an ad in a local publication and use the same messaging to drive results. In 2019, that is not the case. Today, customer interactions come at a premium. If you are not specifically talking to a niche audience in a way that resonates with them you will lose them to something else quickly. Research put out by LinkedIn in February of 2019 states that Americans see on average 5,000 ads a day. You can’t drive to work, scroll through your favorite social platform or watch your favorite sports game without being bombarded by ads. As we become accustomed to seeing these ads, we naturally learn to tune them out—unless they connect with us in a unique way. Consumers have a short attention span. You need to know your ideal target audience and speak to them in a way they need, want and desire. Otherwise, your message will be removed by the next shiny thing to catch their attention. The goal here is to know your audience well enough that you can speak to them in a way they want to be spoken to in every channel they interact with your business.

 

  • Voice Interaction Is Going Up: The low-hanging fruit over the next 2-3 years in any industry is voice search. Thanks to Siri, Alexa, Amazon Echo and a host of other smart devices, voice search is continuing to skyrocket. Based on recent data conducted, WordStream is predicting 50% of all searches will be voice searches by the end of 2020. As Americans not only purchase smart home devices, but become more frequent with their usage, we will see the number of voice searches on Google grow exponentially. What does this mean for your business? To be honest, this presents a great challenge and a great opportunity. Asking your smart device where the best sushi in town is located will bring up different search engine results than typing a query into Google. Additionally, when a user performs a text-based search, Google displays one page at a time in the results. When a user asks a device to conduct a search, the device replies verbally, it may only give a few choices and in many cases may only give one choice. This could have a huge impact on the amount of traffic and leads coming to your site. Just because you are showing up at the top of search engine results in a text-based search doesn’t mean you are showing up on page 1 in voice search. In most industries, a majority of businesses are not yet set up to dominate organically in voice search. By taking the time now to develop a content plan for voice search your business will be able to dominate for years to come.

 

  • Video Is Engaging: Google is the choice for approximately 88% of searches. Can you guess what is the second most popular search engine? It’s not Yahoo or Bing but YouTube, which is also the second most popular social media platform. Each day one billion hours of video is consumed on YouTube. Additionally, Searchengineland reports that searches related to the term “how to” are growing 70% year over year. This means that users are searching for ways to learn something, and they rely on video content. As a business owner you need to be leveraging the power of video and cater your content specifically for your ideal buyer. The best way to do this is by uploading the video(s) into YouTube and linking from your website. You can check out how we do it on our own service pages. If you are unsure of where to start, check out our article on 4 Video Ideas to Generate New Business.

Are you ready to drive more leads for your business in 2020? Do you need assistance developing a strategic marketing plan to drive growth? If you have any questions about marketing strategy please contact Nate Vigil at nate.vigil@marcumllp.com at 813-387-2334.

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