Top Marketing Trends for 2020
During 2019, we saw many trends emerge in the digital marketing world, and we believe 2020 will be no different. Here’s what trends we are expecting to take the lead this year.
Voice Search & AI
Voice searches have increased exponentially over the last few years, and they’re showing no signs of slowing down anytime soon. As Google Assistant and Amazon’s Alexa get better at understanding human intent, we’ll see better search results and better capabilities, encouraging users to turn to voice searches more and more.
With the Search Engine Results Pages (SERP’s) being more competitive than ever, having featured snippets appear for your site could be the way to beat your competition. It also allows you to potentially get that all important number one spot on Google, even beating the ads occasionally. If you have a WordPress site, featured snippets are easy to optimise for, as there are lots of plugins which make adding schema structured data a piece of cake.
When Instagram was in its infancy, advertisers struggled with the notion of a social media network that restricted them from directly linking a product or page to their posts.
In recent years, and following the influencer marketing boom, Instagram has expanded its features to enable the inclusion of links in posts, directing audiences directly to products, making it much easier for brands to promote their products, and for users to shop whilst they scroll.
Google BERT (Bidirectional Encoder Representations from Transformers) is Google’s latest AI. Google have confirmed that this update will tackle more complicated queries. It’s a deep learning algorithm which is related to natural language processing.
It helps machines understand what the words in a sentence mean, but with actual context rather than just seeing the words. Think of right, as in the direction, or the right to access clean water. Google’s Search Engine is now able to better decipher the context behind the query, which will hopefully return better results for the user.