By its very nature, digital marketing is constantly evolving. What worked last year is fast becoming redundant, and digital marketers have to constantly adjust their approach so as to remain relevant and effective. With the craziness of COVID-19 disrupting the entire planet – sparing no industry – some digital marketing professionals may have overlooked one or two trends that are shaping the marketing industry moving into the latter half of 2020. This article takes a closer look at a few of these:
Think of a brand’s marketing as a bicycle wheel. With only one spoke, there’s little chance that the bike will go anywhere. With more spokes, you’ll be able to get some movement going. The spokes are the avenues of promotion a business chooses to pursue, and the central hub of the wheel is your brand. The more spokes there are supporting it, the sturdier the wheel. Omni-channel marketing, according to ClickZ, drives over three times more engagement than a single-channel approach.
Siri, Alexa, and others are making verbal communication with our devices more and more popular. Search engines offer voice search capabilities since studies show that people way prefer to talk as opposed to typing. This is changing the way digital marketers are approaching things like copywriting and poses its own set of unique challenges. For example, a screened device can show multiple search engine results (that the searcher can browse through within seconds of seeing them). Devices that speak will only speak out a few results, at best, and the searcher will take longer to process the results.