Effectiveness in this continual creation of innovation and differentiation has to do with the next question that many companies still have a hard time answering: what is the “pain” that your company solves for the market? If this question were addressed to you and appropriate, what would be your answer, dear reader?
Most innovations fail because they do not solve any "pain" in the market. “Pain” is understood as a specific problem or need.
Based on information gathered from leading and dedicated digital marketing websites, trainings and seminars that I had the opportunity to attend, I share with you some of the key trends in digital marketing in the world for the year 2020.
1 - SEO adaptation to new habits and technologies
One of the main trends with regard to SEO - Search Engine Optimization (eg. Google) is the adaptation of strategies to new technologies and consumer habits.
In general, the basic SEO techniques have not changed much, but the way to apply them to websites and online stores will have to change because of the new ways people use the Internet.
Another point worth mentioning among online marketing trends in 2020 is local SEO. As mobile traffic increases, this segment of the search engine optimization site should gain even more relevance.
2 - Voice Search Volume Growth
With voice search already accounting for 20% of searches by Internet users, companies will take this user profile into account in their SEO strategies by 2020. With all the top technology providers investing in virtual assistants, artificial intelligence technology, will become a fundamental part of a branded user's journey.
Voice-enabled devices, such as Amazon's Alexa and Google Home, were a hit with consumers in 2019. Thus, the use of these devices is expected to grow strongly and become one of the biggest digital marketing trends of 2020.
Like it or not, voice search affects SEO strategies and requires incorporating voice commands into organic search strategies, especially those involving local SEO tactics.
3 - Sponsored Links - New Round in Google vs. Facebook Fight
Another strong trend is the dispute between Google and Facebook in the area of sponsored links. Google Ads has been losing a lot of space for Facebook Ads, which has been worrying the Mountain View team a lot.
The answer has been increasingly sophisticated features in Google Ads and increasing targeting power.
4 - Final adoption of digital marketing by small and medium enterprises
It is no longer a matter of choice, but a market imposition. Digital marketing for small and medium businesses was undoubtedly already a trend. The problem is that many companies, for some reason, did not understand it and are now chasing after lost time.
The presence of small and medium entrepreneurs in the digital marketing courses has been increasing in the most varied markets.
5 - Content Marketing
Many companies have been focusing heavily on content marketing, which is one of the primary ways for brands to establish their authority and gain consumer trust.
Inbound Marketing allows a company to progressively build a relationship with its target audience and thereby gain the trust and preference of people.
Content marketing is emerging as one of the big trends in digital marketing in 2020 and should stand out on blogs and other social media.
Another reason for betting heavily on content marketing is the cost of this type of strategy, about 60% less than the actions of conventional marketing.
6 - Increasingly sophisticated marketing strategies
According to a survey, 97 percent of people who visit an online store for the first time leave without buying anything at all. With this data, it's no wonder that remarketing is once again a highlight among the big digital marketing trends for 2020.
Once they leave a particular environment, the products or services they see will be shown to them again in ads on different websites.
7 - Real-time marketing by geolocation
Geolocation marketing, enabled by tools available on Google, Facebook, and Instagram, gives brands the ability to serve their ads based on mobile targeting.
Using this feature, brands can deliver their ads to consumers as soon as mobile phone GPS is identified near the location of one of their units.
For example, Starbucks offers the “Mobile Order and Pay” tool, which allows customers to buy items online and pick them up at the nearest store.
8 - Less Step Conversion Funnels
Another major highlight, this time regarding campaign structure, will be the emergence of conversion funnels with fewer and fewer steps and a consequent reduction in costs with well-structured campaigns.
Remarketing tools have evolved a lot over the last year. Facebook Ads offer more and more targeting options and in an environment where conversion funnels need to be faster and faster, due to competition, this is essential.
While on the one hand this requires increasingly sophisticated campaigns, on the other hand it drastically reduces the investment in paid average.
9 - Digital Influencers
Another highlight among digital marketing trends in 2020 is the increasing use by brands of the power of Digital Influencers in their campaigns.
Some surveys show that approximately 90 percent of people trust the opinions of friends and colleagues on social networks, and only 30 percent of these people take into account, when deciding, the argument for paid ads like Google Ads and Facebook Ads.
In such a scenario it is reasonable to bet on an increasing participation of digital influencers in campaigns, especially those whose main vehicle is social networks.
10 - More Empowerment of Digital Marketers
For digital marketers, 2020 promises to be another year of great opportunity and hard work.
Digital marketing has never been more valued and companies are increasingly looking to create and empower their own teams, which also reduces the high costs of digital agencies.
And Angola, how are we? Will these trends impact our market? Are our companies ready to put these trends into practice? What is your opinion dear reader?
According to the Digital 2019 (Angola) study by We Are Social and Hootsuite, Angola has 31.28 million inhabitants (66% urbanization) - M is understood as Millions - of these 13.97M (45%) have mobile phone subscriptions , 5.95M are internet users (19% penetration), 3.50M (11% penetration) are active Social Media users and 3.40M are mobile phone Social Media (11% penetration) users.
In the annual period from January 2018 to January 2019, for the same indicators as above, the report illustrates digital growth of + 3.3% (+ 1M), + 4.8% (+644), 0%, + 30% (+800) , + 31% (+800) respectively.
Other very interesting data from the study are the indicators related to E-commerce. How does the dear reader think we are in this area? Is E-commerce done in Angola or not?
The report also says that for the percentage of the population over 15 who owns or uses financial products/services, 29% have an account with a financial institution, 4.4% have a credit card, and only 1% do shopping and/or paying bills online, 3.1% are female with credit cards versus 5.6% male and only 0.6% of women make online transactions unlike men, corresponding to 1.4%.
The report presents more interesting statistics such as demographic and economic essentials, ranking of the most visited websites and pageviews, top 20 Google searches in 2018, audience of the main social networks used by Angolans, among others, which I will present in this space in due course.
Looking at the numbers I think we have big challenges ahead and also great opportunities to develop digital in Angola. We already have some initiatives from companies that are very interested in digital, for example the banking financial sector that has already proved it, in the case of the possibility of opening an account completely in digital environment without the person moving to the physical space. Also, sales, product and service payments on your homebanking platforms, etc. In the insurance industry, in the case of joining or claiming an insurance is still mostly in both online and offline environments.
In relation to online sales we already have some reference sites that are increasingly improving their resources seeking to provide better experiences to consumers.
In September and November of this year, two major events were held in Luanda: Expo Marketing Digital in its 1st edition and for the 3rd time the Capital Markets Forum - Capitalizing the economy 4.0.
The first event discussed the state of Angolan digital marketing, online sales, trends, advantages and challenges. The organization of the event intends to hold it every year.
As for the second event, in its 3rd edition, its main objective was to debate and promote themes related to the dynamization of the digital economy in Angola, having as its central theme “Capital Markets, capitalizing the 4.0 economy”. The event was attended by several players from various sectors, especially the Minister of Finance, Vera Daves and CMC PCA, Mário Gavião.
According to Minister Vera Daves, literacy/financial education needs to be increased to empower citizens generally in how they handle money, cultivate savings, have an adequate perception of the financial risks that may be exposed at any given moment, or be ready for the future because all processes will tend to be digital and always innovative.
PCA Mário Gavião said that early on the financial sector knew how to withdraw and offer benefits of technology and capitalize on the opportunities it offers. He said such a move has been accelerated by advances in technology such as artificial intelligence, blockchain technology or the use of computer robots, which is affecting the “traditional” financial institutions that are no longer controlling the entire value chain, watching a real battle for conquering the end consumer.
From the above approaches I note that the “big” concern about digital issues in general are the needs and solutions are recognised and that it is quickly necessary to get our hands dirty creating all the necessary conditions (on the political and business side) to really move on. These are trends that the market offers and unavoidably your players will have to embrace.