The decade is over, and we are ushering in a new one. For the last 10 years, much has changed in the way we consume products and services. Now, we are more dependent on digital tools to navigate daily activities conveniently. As such, we are moving forward towards a direction where digital technology plays a major role in almost every aspect of our lives.

Now if you are an online-based business, there is a need to continue recognising the importance of digital marketing strategies in keeping up with the demand. While there are some tried and tested techniques that are still relevant in the coming years, the following trends are only a few of what you need to look out for in 2020.

Artificial intelligence

This technology is still in its infancy, but 2020 may just be the year when it will become a dominant feature of digital marketing. What AI can do expertly is be able to analyse online behaviour and use it to create targeted marketing campaigns. For companies like NetBet sports betting, AI will be a valuable tool in coming up with advertising that targets specific audiences. In the future, AI will drive innovation in providing online services and product sales. For now, we are already experiencing some exciting applications in personalised emails, online purchase flow, and communication tools like chatbots.

Automated advertising

In line with the impact of artificial intelligence, advertisements are also becoming smarter so that they can target the right market. For example, hosting live bidding is an efficient use of automation which leads to higher returns and lower bottom line for the company.
According to marketing research, 86% of digital ads in the US will be fully automated by 2020. In using an automated tool, you can take advantage of more targeting signals to create customised ads based on the data gathered using these tools.

Chatbots are everywhere

Have you noticed that almost every website and application you open has a chatbot? The reason behind this innovation is that chatbots help in improving the customer’s experience with the UI. Chatbots can operate at all hours of the day and night and significantly cost less than hiring representatives. As these bots become more sophisticated, these can start learning from customer behaviour and come up with custom responses instead of automated answers.

Personalised marketing

If you want your brand to stand out this coming year, marketing content should be personalised and unique. Gone are the days when customers are viewed as a homogenous population. As consumers become pickier with the content they view online, brands should respond by doing away with generic marketing emails. Instead, it is critical to invest in advertising that connects with consumers on a personal level.

Take, for example, what big brands are doing today. Starbucks is using a mobile app to gather customer data which they use in allowing each customer to customise their drink.

Another example is Cadbury, where they created a digital ad based on responses received from consumers on Facebook.