It’s that time of year! We’ve looked into our Margin Media crystal ball and come up with the hottest Digital Marketing trends for 2020. Want to know what you need to be on top of for the year to come? Read on to find out…
1. Zero Click Result Optimisation
Have you ever heard of a “Zero Click Result”? To put it simply, The Zero Click Result does exactly as it promises; it provides an answer as a snippet to a Googled question without requiring any clicks. It’s the top result that Google automatically creates on it’s own for specific questions, like: “What is the temperature in Brisbane?” but also for much broader questions, like: “What is Bitcoin?”
Because the question is often answered by the Zero Click Result, this prevents a searcher from scrolling down any further. According to recent data from Jumpshot, Zero Click Results now account for 61.8% of all results on Google and, because of this, more and more keywords are becoming less profitable.
Sounds significant, right? Wondering how you might go about obtaining that ever elusive top-of- the-page snippet, and prevent your competitors from taking up valuable real estate? The Zero Click Result does often come from a website that ranks on the first page, but the truth is... no one really knows how Google chooses which page will formulate it. It’s tougher to crack than the Da Vinci Code! Our prediction for 2020? Savvy Digital Marketers will figure out the key to becoming a Zero Click Result, and potentially mould the future of SEO.
2. Overall Industry Growth
Digital Marketing is like, so hot right now. How hot, you ask? Well, data from TheDrum shows that starting in 2020 and with continued growth, the global digital software industry will expand by a modest $74.96 billion AUD.
Traditional forms of media will also continue to drop from marketing budgets, with CMO predicting that by the year 2020, 87% of marketing budgets will be spent in the Digital Marketing sector.
Digital Marketing often grows to keep up with the pace at which other digital technologies and products are developed to meet customer’s needs - so all in all, this makes a lot of sense.
3. Voice Search Optimisation and Smart Speaker Advertising
You might feel like you’ve heard this one a couple of times before, but the truth is that Voice Search Optimisation has been on the rise for years, with no signs of slowing down. In 2018, a whopping 56 million smart speakers were sold to consumers - and Digital Marketers are dying to keep up. Voice Search and Smart Speakers are a simple and effective way for users to obtain valuable content, and as a result, audience engagement is high.
In 2017, Google Home users noticed a universal ad for Beauty and The Beast was being played after their morning announcements. At the time, these ads were scarce - but it seems like the industry has started to catch on.
2019’s advertisements were less invasive, and more personal; enter the rise of the “Branded Skill”. If you own an Amazon Alexa, you can now ask it things like - “Ask Coca-Cola for a mocktail recipe”, and be given a myriad of options tailored to you by the brand.
Experts believe that almost half of searches across the internet will be made by voice search in 2020, so it’s not a bad idea to get on board with Voice Search Optimisation while you still can.
4. Smart Bidding In Google Ads
You’ve heard of automation, but not like this. Thanks to recent Google Ads updates revealed at Google Marketing Live, we now know that automation and smart bidding will likely become part of the day-to-day for many PPC digital marketers.
Google Ads uses machine learning to optimise your bids, and if we’re talking about conversions, we know this means we get the most bang for our buck. We haven’t even seen the best of it yet - because future improvements to this mean that optimising your bids is going to be better, faster and easier than ever.
Come 2020, you’ll be able to choose conversion actions at the campaign level, you’ll have the ability to optimise bids across many campaigns with your own preferences of conversion actions, and you’ll have the ability to set bids to automatically change whenever a sale starts or stops.
5. Interactive Content
It’s a fact: 91% of buyers are looking for more interactive content to engage with when they’re buying online. If you’re looking for a way to gain entry to this trend - shoppable posts, AR/VR, 360-degree video, quizzes, and polls are just a few examples of the types of interactive content that buyers are looking to engage with.
As an example, let’s look at Instagram’s Shoppable Posts. These were so successful because they cut through the noise, and gave the audience a reason to stay and engage. They’re also extremely shareable - which means the ads reach stretches even further. Interactive Content has already grown in the Digital Marketing industry since it’s conception, and shows no signs of slowing down.
At Margin Media, we’re always up to date with Digital Marketing trends, no matter what the time of year. We have the knowledge and tools to help your business! Get in touch with us via the link below and discover how 2020 could be your biggest year yet!