Accelerating technological developments have given rise to exciting improvements in digital marketing. We now have a better understanding of our users than ever before. That results in customized online experience for everyone on the Internet. Your digital marketing strategy for 2020 should include understanding across a wide range of disciplines.
Hey, we’re all talking about big data.
With the word being tossed around all the time, most of us have only a vague idea of how big data and AI affect our jobs. One of the absolute best things you can do is educate yourself about the algorithms that power our networked lives. The traditional marketing analysis methodology is “theoretical in isolation” or the creation of empirical observation models, which are then tested with statistical tests. We now have more flexibility to test our results using new technology. This is called “empirical than theoretical” where we analyze large datasets with things like neural nets and apply validation techniques to predictions.
There are two main reasons why big data is better than that.
- Small samples, no matter how carefully collected, are not representative of your population, are difficult to analyze and are often not normal. (Normal means equal distribution of points both before and after the average value.)
- It builds psychological profiles and behaviour history that predict user behaviour.
Nonetheless, big data is not the best cure for your digital marketing campaign in 2020. The size of the database does not guarantee the representativeness of the sample. Furthermore, the fact that information comes from multiple sources can make comparisons between sources difficult to standardize.
Stories.
Just like the standard for conducting marketing research is interdisciplinary so is your content marketing. Story and video formats are staying and growing. New developments in digital publishing, like google AMP technology, make reading on mobile not only intuitive but also lightning fast. Issuu Story Cloud creates tap-through highly interactive Visual Stories from your uploaded content shareable on any social media site. With our Visual Stories AMP integration, your content truly reaches everywhere because it exists on the larger Internet, not just a single Story site like Instagram or Snap.
Also, don’t forget to snag that search engine space! AMP reports much of the available keyword space is still undersaturated. This won’t be true for long. Rank in your area of expertise in 2020.
Confluence marketing
This is the marriage of content and influence. Influencer campaigns without quality content backing them up are nothing more than the modern face of advertising placement. With our users and consumers more educated than ever we need to identify their loyalties. People will listen to their Internet celebrities before a press release. Think about new partnerships and collaborations for the coming year.
Similarly, a big trend in 2020 is a focus not on the size of the network but the quality. Partnering with micro and nano-influencers is the best strategy because they have loyal authentic followings. Beware of people with a large number of followers, not only are they expensive, but many of these people know how to buy followers and likes.
Resources and advice for digital marketing in 2020
A huge new finding from Stanford in marketing is the success of retargeted advertising. Research indicates that a properly placed retargeted ad, within the first week, increases the likelihood a user will return to the website by 15%. If your organization has the capability investment in this type of advertising it is very profitable.
Big data is collected through data mining. Hadoop is another big data analysis program used by companies like Google and Facebook. Or, go hands-on and learn the R programming language. With a little practice, you can start bringing a whole new perspective to your digital marketing. All of these are open-source with large support systems online.
In summary, this coming year should focus on bringing better user experiences and interactive programs. Your brand will benefit.
