There is a lot of talk about artificial intelligence, machine learning and blockchain right now. It’s great some things don’t change in 2020. A solid web strategy is one of them. Keep it simple when it comes to online marketing. Your main challenge is to know where and when you should be present to reach potential customers. In order to help you stay on course in 2020, we’ve taken the time to address some key trends in online marketing for 2020. These insights should help you reach a broader ranger of customers with a highly targeted web strategy.
Improve Mobile UX
We are in the mobile era. Mobile traffic keeps growing. Today, you must have a responsive design for your website, otherwise, your mobile traffic declines. However, responsive design isn’t the only thing required by your mobile visitors. Users still end up frustrated by the slow websites they are visiting. The web keeps evolving but websites kept being slow. Google reached a breaking point and began supporting AMP (accelerated mobile pages) in order to help speed up the mobile web. While AMP was able to address part of the issue, the search engine giant now imposes a mobile penalty for websites that are too slow. This means that you could lose some of your mobile visibility and traffic if your website is too slow to load for mobile users. The transition to fast mobile pages, whether through the implementation of AMP pages or Progressive Web Apps (PWA), is a big trend in 2020.
PWAs offer another key advantage for mobile users. These web applications can run offline. They have a similar operating speed to native applications but they don’t need to be downloaded. This means that the user enjoys a consistent experience online and offline. The great thing about PWAs is that they are supported by Android and iOS.
A consistent experience that is fast and enjoyable for the user often translates into added revenues for many online businesses. The load time performance of a website is an important factor in mobile user experience. It’s such an important element that Google has implemented a penalty for sites that are too slow to load in their mobile version.
Omnichannel: Beyond Multi-channel Strategies
A multi-channel strategy is based on the use of multiple digital channels to reach a targeted audience of potential consumers, customers or users. From this perspective, an omnichannel strategy is a kind of evolution of the multi-channel strategy. A multi-channel web marketing strategy takes into account multiple customer touch points happening across multiple channels that are managed by different teams within the company. This approach often results in fragmented marketing campaigns because it is difficult to provide a coherent customer experience with teams working in silos.
An omnichannel marketing strategy aims to adopt the customer’s perspective. The objective is to visualize the customer experience in order to be able to plan a consistent, coordinated and relevant customer experience across all available channels. This is channel optimization (which means that omnichannel is an evolution of the multi-channel strategy).
This type of strategy allows the consumer’s journey to take place through different touch points on different channels. Switching from one channel to another requires a fluid web strategy while allocating optimized budgets based on the most efficient channels at each step of the customer journey.
The Rise of Advertising on Instagram
Facebook has become a mainstream social network. A social network that has become so ubiquitous means that it cannot remain popular among cooler, younger audiences. Facebook’s strongest growth in terms of demographic segments: users 55 years and older. Facing this changing landscape, Instagram chose to stand out from the crowd by developing different features. The new shopping function gives e-commerce companies the ability to tag their products on publications or stories while offering an outbound link to facilitate shopping from Instagram. Instagram is now a legitimate e-commerce platform in 2020. We also would like to see what happens when the new local business page functionality is going to bring to the platform.
Influencer Marketing for SMBs and Startups
Instagram has developed its shopping interface in order to differentiate itself when it comes to influence marketing. However, it is important to remember that many influencers quickly turned that social media platform into a product placement tool or a launchpad to start selling their own brand or products. Instagram is perfect for influencer marketing due to its nature.
The number of brands using influencers is constantly increasing. The ROI of this type of marketing action is still complex to track and quantify. However, influence marketing remains a much more popular approach among consumers than repeated bludgeoning. However, studies have shown that the more influential an account becomes, the more it loses proximity to its audience. This means as influencers gain more followers, they are becoming less and less relevant for some brands. Quick tip for small and medium businesses: rely on niche influencers who are less known to the general public but highly visible and trusted in their own niche. That way you can keep your budget low but your ROI high.
Branding is an SEO Asset
Branding is everything to some entrepreneurs on the web. In recent years, it’s been clear that brands are key to revenues. According to a Nielsen study, 60% of consumers say they prefer to buy from brands that are familiar to them. The trust factor is an element that will help you stand out in search engine results. It will also likely increase your CTR in search results. Ranking is important but users are savvy when they search online. Many people would much rather get their information or products from sources they trust. As a result, brand is an important element for SEO experts in 2020.