There is ample evidence to suggest that more than 50 million devices will be connected to the internet by the year 2020. I’m talking about global figures here. With this proliferation of online growth, the opportunities for digital marketing will grow exponentially, as is quite obvious. Brands are already picking up trends in advertising and taking their big bucks online. For example, a growing number of youngsters don’t watch TV anymore. Instead, they watch their favourite shows on online networks like Netflix and Amazon Prime. Brands catering to youngsters are taking their advertising to these digital platforms in the age-old theory: follow the target demographic.
So, if all these increased numbers of people are tuned to the internet by 2020, brands will look the online way to sell their products and services. In these couple of years, the scenario will change a lot, if not a total sea-change as some pundits are predicting. Their predictions are primarily based on the assumption that the advent of Artificial Intelligence, Virtual Reality and Augmented Reality will completely change the way we look at digital marketing. Another prediction is that the arrival of digital assistants like Siri and Cortana will cut down on the processes now handled by human beings. While there is no denying these factors, I don’t feel that they will make the waves that they are being expected to so soon. After all, 2020 isn’t that far away!
Instead, there are more chances of some fundamental changes happening in a quiet, understated way. Like the prominence of user-generated content. The machines of farming content are now silent for some time. In the months to come, users writing content in the form of reviews, recommendations or simply their thoughts about products and services on social media networks and the like will hold centre stage. Users are into checking peer reviews anyway before they buy something. By 2020, brands will actively encourage satisfied users to share their views on official channels.
A major shift that I see happening in digital marketing by 2020 is the focus on retaining customers more than getting new ones. This is a drive which will find more attention simply because the use of tech tools like the ones I mentioned earlier will give more information and data about existing customers to a brand. As a result, brands will have enough ammunition to target existing customers so that they can retain them.
Trends are also going in the direction where Voice Search & instant messaging will play a bigger role in customer engagement. It isn’t going to be just mass messages delivered through email or social networks. Personal, instant messaging will probably rule the communication game in 2020.
These are my two cents on the face of digital marketing in 2020. What are your thoughts?