The new year is right around the corner. I’m sure, like us, you’re excited to see what’s to come in 2020 within the realm of digital marketing. We’re guessing there’s going to be tons of new updates and product releases, we could literally go on forever, but we realise that we have about 3-4 minutes of your attention so we will keep it short. Below we have listed 5 of the biggest changes to digital we foresee in 2020.
Optimising for voice search
With the advancement of technology, the way in which us as consumers digest and research information is changing, and quickly. Voice search is already seeing a huge surge in popularity and we expect that’s only going to grow further. So what does this mean for us Google Search marketers?
Well, we need to adapt the way we are optimising our website. Text can portray a lot of information in large chunks, however, voice search often requires short, snappy answers that can be digested by the user immediately. This means that if you are wanting to continue been prevalent in search, at least some portion of your content needs to answer quick questions with quick answers. We now need to start considering the words and phrases people say, not just what they’re likely to type.
The fight for Position Zero
As it has always been (and despite feuds over how much space Google is allocating to paid media), SEO will continue to be a necessary portion of the marketing mix. To reiterate the above point, the way in which we use search engines is changing. It is no longer the be all and end all to be number one; and why is that, because the face of SERPs is ever adapting.
Users nowadays expect rapid answers, now to the point whereby users are not even required to have to click a link on a search engine result page to get the answer they require. What are we talking about here? Featured Snippets.
This new-ish form of SERP result can appear anywhere on the page, however, the most sought after spot is right at the top of the page, or as we like to call it, Position Zero. Position Zero is so highly coveted due to the fact that over 60% of the search results returned by Google are now position zero search results and thus are the only information a user will see when performing their search. As this is a fairly new concept, there isn’t yet a definitive guide on how to optimise for position zerto, so expect to see new guidelines and techniques rolled out over 2020.
Let’s not veer away from visualization
With the outrageous advancement of speaker and voice search technology, people may start to think that both written and visual content is becoming obsolete. It is our opinion that this is definitely not the case.
Visual content is and has always been the best way consumers digest content. When you also look at the sheer increase in user responsiveness of visual when compared to text and even voice search, it would make no sense for a marketer to move away form visual.
So what does this mean for 2020? Well, we predict that platforms are going to increase favour even more so to the most creative and authentic visual display. We have already seen the rise of video content over static imagery and animation, but we expect to see this advance further. Platforms are going to require much better forms of visual content that are clearly strategized and resonate well with the audience.
So wherever you can, veer away from stock photography.
More regulation and changes
Even in the past year we have seen platforms regulations and security scrutinized. Data and privacy are being brought more and more into the spotlight, so it is now on the tech giants to ensure they are providing as safe and noninvasive experiences as possible.
So what does that mean for marketing on these platforms?
All we can say for now is to make sure you and your team are regularly clued up on regulations and changes to social media. It would not surprise us to see some BIG changes to targeting and content monitoring in 2020.
On top of this, we may also see adaptations to the metrics we report on and show our clients. We already saw the roll out of the removal of Instagram likes in specific countries. As public health becomes more and more of a concern, especially within younger generations, we may start to see more regulations and metric changes on social media platforms, so just watch out and be prepared for that.
Micromoments - veering away from long funnel journeys
A micro moment is essentially an impulse purchase, just online. For example, a user decides they want to go out to eat, so they quickly grab out their phone, type ‘best food places’ and then decide almost immediately. The same goes for low involvement purchases. Again, a user may decide they want a new video game, they hop on their phone, type in their video game name and straight away have commited a purchase. Micro moment targeting is a marketing tactic that looks to capitalize on these micro moments and display relevant ads at the precise time and place to the right audience.
The biggest consideration with micro moments for marketers is the switch in the users typical buyer journey. As marketers, we have been hard wired to follow the decision making process and buying journey of customers that follows a similar path to this: awareness, consideration, desire, decision. Micro-moment decision making follows the same pattern as this, only it is accelerated to almost instantaneous purchases. Normally a marketer would have weeks to months to grab the attention, desire and then retarget that customer. This all now needs to be done in a matter of minutes.
This doesn’t mean that old school funnalisation is dead, not by a long shot. Higher involvement purchases and brand reception/loyalty will still need to be nurtured.We now just have the added responsibility to start identifying our customers “online impulse purchase” micro moments, and planning the delivery of relevant, timely and persuasive content when the user is in this phase.