Digital marketing trends for SMBs in 2020

2 January 2020 | SMB, Digitalisation | 5 min read

With the constantly-changing nature of technology, keeping up with the world of digital marketing is easier said than done. However, adopting a good digital marketing strategy is essential for business growth. A well-executed campaign boosts brand loyalty, drives online (and offline) sales and targets the right customers at a lower cost than traditional means.

Having knowledge of digital marketing trends also helps you decide which methods best suit your business. We’ve rounded up some current and emerging trends to consider in 2020.

With the proliferation of social media, is email marketing still as viable as it used to be? According to statistics − yes.

Email marketing conversion rates stand at 6.05%, in comparison to 1.9% for social media marketing. Additionally, the ROI of email marketing (as of February 2019) was an impressive 3,200%.

To prevent emails from landing in your customers’ spam folders, consider personalising your marketing efforts through segmented email lists. A study by Marketo has shown that personalised email blasts are particular successful too − performing three times better than generic emails.

Marketing tools like Constant Contact, MailChimp and HubSpot are also available to simplify the customer segmentation process and even automate engagement or re-engagement processes. Removing the manual process boosts your marketing productivity.

In contrast to feed-based social media sharing, social media stories are created and consumed in the-moment. The concept of stories was first introduced with Snapchat’s "My Story" feature, allowing users to share photo and video snaps that disappear after viewing.

The introduction of Facebook and Instagram stories soon followed, with Instagram stories boasting 500 million active daily users as of January 2019. Story posts last for 24-hours but appear prominently on each platform. Potential customers are inclined to click through so make them engaging. 

Given the popularity of stories, Hootsuite’s 2019 Social Trends Survey indicates that 64% of marketers have either already implanted Instagram Stories into their social media strategy, or look to do so within the next two months.

Influencer marketing involves engaging individuals who have social media influence in your target market, and paying them to promote your brand to their followers.

The power of influencer marketing shouldn't be underestimated − research by Digital Intelligence Today shows that 92% of people trust fellow consumer recommendations over corporate advertising.

And whilst many brands look to work with celebrities, ‘micro’ influencers with medium-sized followings (around 2,000 - 50,000 followers) may be just as effective. Such influencers typically boast higher engagement rates with their audience.

If targeting a younger demographic, consider video-streaming sites like TikTok which offer influencer advertising options for SMBs. 41% of TikTok users are aged between 16 and 24, making the site a great tool for drawing Gen Z consumers.

Whilst not a new trend, content is still king in the realm of digital marketing. Not only does it clearly communicate your selling points to potential consumers, it boosts your website’s SEO and differentiates your brand from the rest. Therefore, make content a long-term strategy to maximise your ROI over time.

Businesses should set their sights on interactive content as well. Findings from Demand Gen Report’s Content Preferences Survey note that 90% of buyers favour visual and interactive content rather than traditional formats.

As such, consider incorporating interactive elements such as quizzes, polls, 360-degree videos and Instagram shoppable posts (posts which let users tap on products and purchase them within the app) into your marketing campaigns.

Chatbots offer 24/7 customer service and assistance by providing visitors browsing your website a channel to interact with your business. They help streamline the experience of users, directing them in their search for specific information, products, or services.

One major benefit is that chatbots have the ability to answer simple customer queries in real-time. Immediate responses allow customers to make buying decisions faster, thereby boosting sales for your business. Chatbots can also defer more complicated questions to service staff.

Moreover, customers appreciate the personalised service offered by chatbots, and the fact that bots can be programmed to inject humour into conversations.