2. Smarter ad bidding
Google ($103.73B ad earnings) and Facebook ($67.37 ad earnings), topped the digital ad spend in 2019 according to Emarketer. Their 2020 race is getting brands the best return on their spend using smarter ad bidding options. In fact, ad bidding is the first thing Facebook and Google ad specialists preach during training calls. Smart automated bidding also includes different types of bid strategies such as Target CPA, Target ROAS, Maximize Conversions, or Enhanced CPC. Advertisers can use either of these strategies at a campaign level, group level or portfolio level. Google and Facebook will also be offering more local business and event based ad support to bridge the gap between local experiences and advertisers.
3. Shoppable posts
Although shoppable posts on social media have been introduced over two years now, 2020 will witness an explosion of these blinking dots, primarily because of easier, out of the box integrations with third party apps and ecommerce marketing tech. As the number of Facebook, Instagram and Pinterest users are growing and buying impulses are triggered through feeds and stories, ecommerce businesses are realizing the impact social can have on their ecommerce sales with measurable numbers and increased traffic. According to Instagram, the number of active worldwide users is 1 billion and 90% of them are following shopping brands. Furthermore, interactive ads would minimize bounce rate and reduce the sales funnel as customers are provided with a seamless online shopping experience.
READ: 3 Proven Facebook Advertising Tips for Better ROI
4. SEO structured data
According to Jumpshot, a marketing analytics firm, 49% of Google searches resulted in no clicks in the first quarter of 2019 which means that almost half of these searches are lost, missing the chance of gaining traffic. Another significant change is that the number of visitors that businesses are getting from organic efforts and SEO is expected to decline. Google have been prioritizing rich ‘visual search’ snippets across all their platforms and devices, which allow visitors to get all the information they are looking a lot faster and help them decide on the right website to click through, right from the top results. Based on a study conducted by Path Interactive, among people aged between 13 and 18, 40% of them are going to get what they need through rich snippets.
5. More interactive email experience
Engagement-based emails have been one of the biggest trends in digital marketing for 2019. While email is not going anywhere anytime soon, email consumption, design and delivery are evolving. In the upcoming year, you will see more naked emails (plain text) and more interactive email, such as Google AMP for Gmail.
6. Multi-channel social messaging and enhanced attribution
Marketers are finding that more and more potential buyers as well as existing customers are all scattered across the web and are willing to transact directly from their preferred messaging channel. Messaging apps are seizing this opportunity and providing new APIs to open messaging between businesses and consumers.
Apps like Whatsapp, Facebook Messenger and WeChat, are not restricted to personal uses any longer. And while some have limited private APIs like Whatsapp, others like Facebook are more flexible when it comes to automated bots and already have fully fledged marketing tech available on the market.
