The digital advertising landscape is changing faster than ever. Gone are the days when you post content and offers to your entire social media audience. Much like with email marketing strategies, successful organizations are segmenting digital advertising audiences based on specific data and behaviors and sending them ads and offers relevant to their concerns and needs. Below are a few digital advertising trends you can expect to grow in 2020 and beyond.
Listening: Voice assistants such as Siri, Alexa and Google are constantly listening. How often have we had a conversation about something, and it appears online? Expect to see more of that as automated Artificial Intelligence (AI) reactions will be a trend that picks up in 2020. Alongside AI listening, voice search has boomed in the last couple of years (in part thanks to AI listening technologies and their increased prevalence).
Retargeting: Also known as remarketing, retargeting occurs when you visit a website, and that website will follow you (advertises to you) on the Internet. For instance, have you ever browsed for a pair of shoes and notice that advertisement appear on various web pages, even when those pages have nothing to do with shoes? That’s retargeting! And even if you buy the shoes, those ads will continue to appear on your browser history, likely enticing you to buy another pair of shoes. While not necessarily a new trend within the past year, expect retargeting to get more precise throughout the Internet.
In order to set up an effective retargeting campaign, you will need a pixel installed on your website to follow a website visitor on the Internet. Webolutions can help. Call us at 303-300-2640 or email info@webolutions.com for a free consult with a digital advertising expert.
Native Advertising: It looks like it’s supposed to be in line with everything else, for example, a news feed (see screen capture below). Can you spot the sponsored ad? Hint: it’s labeled as sponsored, but it presents itself as a news article.
Contextual Advertising: Ads are getting more targeted and precise these days. Contextual advertising is a lot less intense. If you’re on a website, and you’ve done specific searches on services, contextual advertising sends direct advertisements to you based on those services.
Ephemeral Content: Advertisement that comes and goes. If you use ephemeral content, be sure to include a very enticing offer in your advertisement. Ephemeral content can be an advertisement that pops up on the screen and disappears in a few seconds, or it can be content that you create as a brand on a regular basis through platforms like Facebook and Instagram stories, Snapchat, WhatsApp and more.
Direct Purchase: The general way we design a conversion funnel is for marketers to design an ad, then have the users complete a form. Not anymore! Direct purchases can be inline on social media and allow visitors to convert right from the social post.
Pop-up Ads: Watch for this tool to be a negative trend for your organization. A deeper dive into data states that while pop-up ads drive clicks and impressions, they ultimately will ruin trust between your visitors and your organization.
Get a Closer Look at These Trends
Find out what digital marketing techniques successful companies and organizations like yours will be monitoring and leveraging in the new year. Watch or re-watch our November 2019 webinar on Digital Marketing Trends to Consider in 2020.
