Four Trends Poised To Shake Up Digital Marketing In 2020
Marketers already work with everyone in the office, but growth hacking has transformed cooperation from a duty to a necessity. By rapidly experimenting across product development and marketing channels, companies are able to identify the most efficient ways to grow. Marketers can team up with developers, designers, and other departments to collect the targeting data necessary to design marketing experiences that capture customer attention.
Larger companies like Uber, Dropbox, and Airbnb have blown up using this technique. When you join Dropbox, you’re given a free gigabyte of space. If you want additional free space, you simply need to convince your friends to join the service using a link specific to your account. Your friend gets a free gigabyte of space for using that link, Dropbox gives you another free gigabyte of space, and Dropbox gains yet another user. It’s a win-win scenario.
I think 2018 will be the year smaller companies adopt a similar approach. This is large because tools have emerged that make growth hacking possible without a strong coding background.
2. Programmatic Marketing
Most marketers have heard of programmatic marketing at this point, but few know how to do it well. That will change by the end of this year, particularly for B2B companies.
New exchanges for programmatic are on the rise. Many long-term holdouts, such as LinkedIn, have begun to offer improved options for targeting audiences.
3. Facebook’s Real-World Tools
Digital marketing mostly lives online, but Facebook (full disclosure: my company is part of Facebook’s Small Business Council) is providing tools that will take the physical world by storm. Store visits, for instance, allows companies with multiple locations to easily promote their businesses to people in the area. We’ve started to use this tool to manage to advertise for about 30 Dairy Queen locations along the west coast, sparking much higher ROI conversions than usual.
Facebook has also rolled out an offline conversions tool, which helps companies see which transactions in physical locations stem from people engaging with Facebook ads. This eliminates any guesswork related to advertising ROI, allowing you to see exactly how much business your online ads generate.
4. Voice Control
Amazon Alexa and Google Home have truly arrived. As more consumers become comfortable hosting always-on microphones in their houses, marketers will soon have opportunities to take advantage of this unprecedented access.
Originally published at https://www.ravidigital.com on January 3, 2020.
