The new marketing rules for next year lead us to carefully re-evaluate the contents to be published and above all to improve the user experience. Anyone who enters into digital marketing knows this well: trends and solutions to promote a brand are constantly changing and it is necessary to find increasingly complex and innovative ideas and content to keep up with the times and attract customers.
New technologies and user inclinations will lead in 2020 to think about new strategies and to consolidate trends already underway.
Let’s start by talking about content or the heart of marketing strategies. Thinking of good content to be shared through digital communication channels is not as easy as it seems. The latest surveys reveal that users love to interact with posts. So experiment with quizzes, videos, Instagram surveys but also tests and shoppable posts. The photo of a product as well as being taken care of, well done and accompanied by a captivating copy, will have in itself the direct connection to the online store, so that the user has an incentive to click on the link and purchase directly without too many steps.
At the same time the contents will be optimized and processed for new technologies: from voice assistants who propose us brands for our research, to virtual reality and augmented reality that can give the user a preview of what the product will look like in the hand their. These new technologies have already been tested to promote brands. Whether in the case of games in augmented reality, like Pokemon Go or the new Lego sets, or companies like Ikea, which uses these innovations to show users what their homes would look like if they were furnished with the furniture of the Swedish company.
These systems focus on the user. And this is one of the principles that is spreading more in marketing: it is no longer the brand that has the main focus but is the user himself. You no longer do that kind of advertising bombardment, now considered spam, but focus on quality content that can really interest and engage the user. At the same time, social networks are evolving and are increasingly inclined to block content such as fake news and to control user privacy management. Despite scandals and accusations against social media, these remain fundamental both in marketing and in users’ free time. If we think that on the Zuckerberg platform there are more than two billion active users and that even where it has been banned there are people who unlock Facebook in order to access its contents, we also understand how much potential and attractiveness social networks still exert on the common user.
Quality then, but also attention to user needs and a rapid rise in new technologies: this will be the 2020 of marketing.
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