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The digital trends for 2020 |

Today, digital trends have practically gained the same relevance as economic ones. Taking them into consideration no longer only helps you be aware of what is happening in terms of advertising, marketing or trends. Today, these strategies can be the differentiating point between the success or failure of a business or brand.

Then, the trends with which 2020 surprise us:

Search by voice: According to Google figures, in 2016, voice searches accounted for 20% of searches and 25% of Bing searches. By 2020 it is estimated that the voice search will reach 50% of the total, which implies a radical leap. According to Search Engine Land and Google, currently 1 in 5 searches are carried out by voice on mobile phones (20%), which according to ComScore in 2020 will represent 50%. What does the future hold? That the various platforms are able to recognize the voice of customers to offer personalized content and products.

Marketing Automation: It is not a new term, but by 2020 it is expected that 40% of the tasks are automated. What does this mean? It's about linking all the tools that marketing offers us to achieve long-term conversion goals. It is clear that human supervision is still necessary, but in terms of analyzing, educating tools and guiding them towards the goal. The number of potential customers today is practically the overall figure, so automation is an obvious and rising process. Point in favor: marketing automation facilitates the sending of personalized messages. In other words, marketing automation strengthens communication.

100% digital brands: The ranking of the 100 most valuable brands in the world, which the BrandZ agency prepares annually, gives a remarkable view of how 100% digital brands are positioning themselves as the most important in the world. Among its first three places in 2019 are Amazon, Google and Apple. Within the same list in 2013, brands such as Coca Cola or Mcdonald’s were still on the list and among the top places. A list that shows the world trend that govern the future.

More payment methods: At this point the jump is almost abysmal. The social commerce that determine the new forms of payment by recognizing the voice pattern, habitual household objects such as a TV, that allow paying without the need to be connected to the mobile (connected smart home), new security technologies that will be able to recognize the user biometrically, among others, added to the different payment platforms that coexist today, will deliver infinite possibilities to customers.

Express delivery: The logistics sector moves billions around the world and today is a focus of attention for digital innovation. We must not keep an eye on all the innovations that Fedex is making in this regard. Automated vehicles, delivery drones, robot pickers, voice command programming, among others, are some of the innovations that involve AI and robotics at the service of improving the quality and price of the offices. One of the focuses is to reduce delivery times, one of the most valued items by consumers in the era of e-commerce. Today in Chile, although there is no such innovation linked to deliveries, there are multiple platforms that compete with each other for the shortest delivery time. In that sense Rappi leads the list with the promise of delivery in 35 minutes. Orders Ya and UberEats are leaders in delivery in less than an hour.

Use of the simultaneous messenger: This is what is called conversational commerce. The use of chat to boost sales or service. One of the big issues for companies is customer service, which is easy and does not represent a tedious process that passes, for the same purpose, through several people and conversation channels. In this sense, conversational commerce has become the solution. Why? Since 2015, chat has surpassed the most powerful social networks in users, adding almost 68 hours of use per week. Implementing the chatbot in the sales and service process, helps to organize the clients, can attend several people simultaneously and is able to customize the attention processes.

Video + podcast: Videocast: The term podcast comes from the word Ipod, from Apple, and today it already has multiple platforms to be heard, with Spotify as one of the main ones. The reason he likes it so much and has become a digital trend in recent years is because of the sound quality, it is cheaper and easy to use. It is also downloadable, it can be heard anywhere and as many times as desired. The largest audience is between 25 and 54 years, according to Edison Research, which also indicates that 69% of podcasts are heard from mobile devices. Today, the trend has been changing towards what is called Videocast, taking into account a visual need of the last generations. This year is expected to gain strength especially in terms of education.

Mindful marketing or conscious marketing: The definition of mindful is the need and constant reminder of being in the present. From that point on marketing has been mutating and trying to urge customers and themselves, that all proposals and bets have a sense of responsibility with the environment. The worldwide trend for all things is to humanize, empathize, raise awareness and in this sense mindful marketing humanizes brands, achieving that purpose. A trend that we will undoubtedly see in the coming years.

Image and facial recognition: One of the great milestones to be a trend this year is facial recognition as a form of payment validation. The trend aims to reduce the use of bank cards, increase security and streamline payment processes. Today they are taking off strongly through Apple Pay Face ID. What do you earn? A new perspective to improve the user experience and promote policies that tend to the growth of companies.

Influencers, less organic: Influencer marketing is a way of advertising that has been going on for a couple of years and has had countless questions. Basically it consists of using someone's reputation to enhance a brand. Today there are influencers who can charge up to US $ 1 million for a post. And while the trials and regulations have begun, the general public continues to believe them. Or at least paying attention. This year, and taking into consideration the impact that a real person can generate on others, brands are expected to increase investment in these characters, pointing to a more organic message, a long-term commitment and the true loyalty of these influencers with the brand.

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