What Your Digital Marketing Strategy Should Look Like In 2020
In this years rapidly shifting global economy, companies that can understand and implement data and trends will be able to clearly and concisely navigate their digital marketing goals and rise to the top. Here is our comprehensive list of what you should be looking to leverage as part of your digital marketing strategy in 2020.
AI - Artificial Intelligence
"97% of mobile users are already using AI-powered voice assistants." ~ Singlegrain.com
The lions share of AI in our devices includes natural language processing a la website chatbots, Siri, and conversational language optimisation. AI is also creating dynamic content for us like Google Ads, and the personalised recommendations that are ubiquitous right now across your browsing channels.
To say that your business strategy needs to use AI in its digital marketing strategies is like saying your Big Mac needs the fries.
Creating Content For 2020
Today this means using conversational language. Google rankings are continuously trying to create relevance in your content for organic search so it needs to be quick and concise and provide great value. You should also be optimising your content for snippets. It's one of the best ways to increase your SERPs.
Your content needs to focus on the user, knowing your demographics, audience, designing for CX and UX. Using tools like Search Console, SEMRush and video will increase the length of stay and engagement on your desired platforms.
Taking The Personalised Approach
Data-driven personalisation is non-negotiable these days. Emails, chatbots and AI have made automation so much easier across your entire customer journey. Not only does this increase your audience engagement but it increases your open rates, time spent on your site, and helps by automating customer details in support and auto-fill data forms. Personalised data is creating a more user-friendly humanistic approach to contact, something we could use a little more of these days. In the long run, you are creating meaningful interactions across your customer journey at every touchpoint.
Optimising Your Website For Instant Gratification
People want a seamless fast experience. Even a 10% drop in page load speed means more bounces. A single second delay and your customer satisfaction drops 16%, and conversions decreasing 7% ~ Akamai.com. There is no excuse for websites having long load times and drop-outs.
Using AMP pages as part of your mobile website design is imperative. Make sure you benchmark your current results before you make any major changes. Even incremental improvements will see great results. Your SEO also needs to be optimised for your organic SERP results.
Remember SEO and SPEED come first, followed by your paid digital campaigns.
Omnichannel Marketing
Creating a unified message across all of your channels should be the cornerstone of your digital marketing strategy. You’ll see higher conversion and retention rates and increase your customer satisfaction along your customer journey.
Channels could include social media, email, chatbots, texts messages, forms, and phone. Chatbots and live chats have dominated growth in the past few years powered by AI, its an immediate responsive way to reach your clients where and when they need it - the moment of intent. Consistency and streamlining across these channels will keep your clients happy no matter where they enter/exit your channels.
“All omnichannel experiences will use multiple channels, but not all multi-channel experience are omnichannel.” ~ Hubspot.com
Programmatic Advertising
Programmatic advertising uses advanced software bidding strategy to sell and buy ads/impressions in digital display spaces. Real-time data-driven bidding software purchases Ad display space that is relevant to your business and means higher conversions and lower customer acquisition costs for your business. It can seem complex to the uninitiated but there is an incredible value, measurable targeting, and very high ROI in this area of advertising.
Bulletproof Your Analytics
"If you fail to plan, you are planning to fail!" ~ Benjamin Franklin
Setting up your reporting is generally the last thing a small business is thinking about. But your data will prove the health and growth, ROI, and the success of your business.
Start by setting up your Google Analytics, Search Console and your dashboards for automated reporting. Setting KPIs and goals against your benchmarks will not only help you predict sales and cash flow but give you insight into conversion rates and where that process may be failing.
Make sure your data is available to all your teams. Data-democratisation means your data can be used across all your departments and doesn't end up siloed with your IT or Marketing Department. Deep dives into data mean eyeballs across your organisation and potential inputs you haven't considered before. There might be an "I" in “IT” but not in TEAM.
Website Accessibility
Up to 25% of your users may have issues accessing your website. Not only should this be a compliance concern, but can contribute to Google rankings and loss of conversions. Web Content Accessibility Guidelines (WCAG) have been established by the WP3 process
“Providing a single shared standard for web content accessibility that meets the needs of individuals, organizations, and governments internationally.”
Connecting the dots
Giving your business organization access and awareness across all channels and departments means a great foundation of collaboration and teamwork. Living in this digital age means that every part of your business can benefit from the robust data sets and tools that are available to your business to increase ROI, retention and conversion across your digital landscape.
To learn more about connecting all of your marketing dots, get in touch with us today.
