Top Digital Advertising Trends for 2020

Anywhere you look, you’re going to see trends for the new year, trends for the new decade, and all sorts of news about the “visionary” year of 2020.  Looking ahead, here are a few key things to watch out for as you plan and finalize your marketing budgets.

Instagram Ads –

We all know Instagram as Facebook’s little brother.  But, Facebook’s trusty sidekick has seen some impressive growth since it’s inception in 2010, and even more so since Facebook took control in 2012.

According to this article, there are “More than 500 million people using Instagram Stories every day.”  Instagram has 1 billion monthly active users.  That means there is plenty of opportunity for businesses to utilize this platform to expand their customer base. 

There are so many ways that you can utilize Instagram as part of your digital strategy.  Here are a few reasons that might clear up your thoughts on whether you should use Instagram for your business:

  • 72% of users have bought a product they saw on Instagram.  This stat alone should be a driving force for you.
  • Instagram has access to Facebook’s targeting options.  This is HUGE!  Facebook is an advertising beast, and known for having one of the most advanced social media advertising platforms, and Instagram has that same capability.
  • Instagram is a visual platform.  Because this app is photo-centric, people are expecting to see photos and videos of your products/services.  You can add text if you’d like, but it’s not mandatory.  Having a photo or video centric platform allows your followers to remember your brand better.

There are many industries using Instagram to their benefit.  For example, if you’re an auto dealer, check out this blog on how you could use social media, including Instagram, to promote your dealership.  Also, casinos utilize the popular carousel ad to highlight different entertainment and food options, along with their gaming opportunities.

Voice Search –

It’s here. Are you ready for it?  Voice search is growing every day.  How many times have you talked to Siri or Alexa today looking for the nearest restaurant or the latest show times of the movie you want to watch?

When it comes to Voice Search, it’s imperative that your SEO is being optimized for it.  With 41% of adults using this tool daily, being optimized for voice search is so important.  When people use voice search, they are usually looking for deals and sales, personalized tips, information about upcoming events, and customer service… ALL of which should be aspects of your business info that is optimized for voice search!

Here are a few ways your business can get found in Voice Search:

  • Get to “position zero” (first organic listing on Google)
  • Optimize your Google My Business listing
  • Long tail keywords and questions on your website
  • Lightening fast page speed
  • Accurate online directory listings

Be sure to consult an SEO professional and have the discussion about ensuring your business is being optimized for Voice Search.

Artificial Intelligence (AI) Ads–

What is AI? Simply put, it’s showing your display or video ads to people across all devices, using machine learning to target consumers based on who is engaging with the ad.

The advancement in technology is unbelievable and being up to date on the latest and greatest is a huge advantage your company can have over the competition.

Think about it this way, AI excels at analyzing data in large scale.  Then, this AI learns from the data and can improve its analysis, predictions, and recommendations very quickly. Being able to find people, similar to the people that are interacting with your ads, and showing your ad to them is exactly what you want.  AI is basically creating the ideal customer profile you want.

Video Ads –

According to our own Kiri Tamte-Horan, Digital Video Is King

Simply put, the amount of ad dollars spent on video alone will eclipse even social media.   The main reason…Content.  With video, you have the opportunity to include more content into a smaller amount of time.

From 2015-2020, Video ad spend is projected to have increased 21.9%.  That being said, my only question to you, is where will you place your video advertising?

Mobile Conquesting Ads–

By 2020, over ¾ of all online display advertising revenue will come from mobile, nearing $84.5 billion.

Add in the diversified capabilities of Mobile Conquesting, and you’ve got so many different opportunities to target your potential customers, this should be at the top of your list for digital strategy moving into 2020.  Here are a few ways to get started with Mobile:

Let’s be real…almost everyone has a smart phone these days. Also, most of us live busy lives between our careers, families, and anything else that sets our souls on fire.  We are generations of people on the go.  So, what better way to market to this extremely busy world, then to target them on the device that they always have with them…their smart phone?

As you can see, there are many trends that are taking flight as a new decade approaches.  These are just a few that will help you in your quest for a successful digital campaign.

Voice Search Blog

Voice Search is Here: Is Your Business Ready for It?

When Apple’s Siri first came out back in 2011 the technology was a novelty.  It was cool to test out and sometimes provided informative results, but often the results were laughable.  Not many people predicted voice search would become a major digital trend of the future.

Voice search is defined as a speech recognition technology that allows users to search by saying terms aloud rather than typing them into a search field. Some examples of programs that have voice search capabilities are Google Assistant, Siri, Microsoft Cortana and Amazon Alexa.  The proliferation of smart phones and other small, web-enabled mobile devices has spurred interest in voice search.

Three years ago, Google said that 20% of all searches were initiated by voice.  While they haven’t updated that statistic yet, with more than a billion devices globally that feature the Google Assistant, it’s very likely that the percentage of searches initiated by voice has increased dramatically.

In fact, there’s so much interest that 41% of adults (and 55% of teens) use voice search daily. Also, by 2020, Comscoresays that 50% of all searches will be voice searches.  With the projected growth with this tool many businesses are questioning how to stay ahead.  A new study from Uberall, says 96% of businesses are not voice search ready.   Are you part of that group?  If you are, it’s time to make some changes.

The number one factor contributing to low voice search scores is inaccurate business information across online directories.  Here are some of the areas of error:

  • Hours of operation
  • Website links
  • Location name
  • Addresses

Understanding what consumers are searching for with voice search is important.  According to a Google survey people want to get information about deals and sales, personalized tips, information about upcoming events, customer support and more, all of which are important to any business:

How does Voice Search Impact SEO Rankings?

Since the point of SEO is to rank websites accurately so users can find the best information for their search as quickly as possible, user experience is ultimately, at the forefront of search engine optimization (SEO).  Because of that, search engines are placing a higher emphasis on voice search. Keep in mind that voice search SEO and traditional website SEO are different.  Therefore, some factors that affect one, may not affect the other.  For example, voice search SEO is more conversational resulting in long sentences showing up in search queries, such as “Where can I find a plumber in Phoenix” rather than typed Google searches, which tend to be shorter like “plumbers in Phoenix”.

Does Voice Search Drive Website Traffic to My Website?

The answer is yes.  Voice Search works the same way as traditional SEO.  Since that’s the case, you still want to ensure that your business shows up in the search results.

So now that you know all of this, how does your business get found in Voice Search?  Here’s a quick overview of areas of focus:

  1. Get to position zero AKA “featured snippets”
  2. Google My Business listing
  3. Long tail keywords & questions
  4. Page speed
  5. Directory Listings

Voice search is here and we’ve included it in all our SEO offerings for our partners, including search through Amazon.   For most local businesses, 90% of their traffic is from Google, and a very small percentage is from Amazon.  Our optimization is platform agnostic, which means we are doing good things for websites, regardless of the search engines.  Amazon does have an immediate impact on local business with voice search, and our SEO plans and recommendations account for that.

Considering that nearly all the steps you can take to optimize for voice search are beneficial to your Search Engine Marketing efforts overall, the decision to focus on voice optimization should be an easy one.  Incorporating this strategy has several benefits businesses are rewarded with, including:

  • Increase in website traffic
  • Increase in brand awareness and visibility
  • Connect better with consumers
  • Enhances customer engagement
  • Can provide a higher scope of conversions and sales

Voice search offers so many opportunities.  It can change the way that we connect with and communicate with our customers.  Having your business ready for it can prove to be an efficient method to improve customer relationship management.