Get the most from your digital strategy with our forecast for digital trends 2020
As 2019 comes to an end, organisations start to reflect on the choices made in their 2019 digital marketing strategy. To succeed in digital, this means being aware of the next big thing, the latest advancements and trends over the next 12 months.
Organisations that are hungry to take the next step in their digital journey should consider emerging techniques and technologies that can be implemented in their 2020 digital strategy.
“Voice search has become the biggest digital transformation topic. It’s a more conversational way for us to perform search queries. I expect voice search SEO will become a standard to include in core digital strategies. A whole generation are growing up relying solely on voice search as their primary means of accessing information. Organisations could benefit from this by optimising content for keywords in a more natural and concise tone. By 2020 I anticipate a 50% rise in voice searches, through virtual assistant platforms like Alexa. It will be interesting to see what Google does to try and overcome Amazon’s current dominance in this portion of the market.”
“Next year we’ll continue to see blockchain advancements. Blockchain technology was first introduced almost a decade ago, into various different sectors. This has made blockchain trends the most searched for keyword. In 2020 we will see Microsoft Azure and Amazon AWS introduce Blockchain As A Service (BaaS). This will shape the future of blockchain applications as potential disruptors or challengers to centralised authorities.”
“Another trend we are likely to see is the increasing use of Marketing Clouds – i.e using one marketing technology provider for all the various needs of the business. Due to the many categories of martech, one single supplier will help reduce costs, improve usability and integration.”
“It’s obvious to state that businesses will now have AI and voice search added to their roadmap, but the reality remains that many businesses still struggle to get the basics right. With this in mind, I believe we’ll see an increase in investment from companies attempting to reduce the friction for customers across their key channels in bid to maximise their leads, customer engagement, and retention.”
“We’ll see a greater understanding of analytics and data with businesses striving to better understand the data they have, but more importantly how to extract insights that help them make better decisions.”
“More companies are finally recognising that to deliver an experience that yields positive business results, they must lead with the customer’s needs first. I believe we’ll see more initiatives from companies to develop experiences, tools, and features that are useful for the user and provide added value.”
“As a result of companies wanting to better understand their customers, we’ll see an increase in self-serve initiatives. This is where companies strive to empower their customers and reduce the overhead of servicing customer enquiries and errors across channels.”
“An old favourite, yet so many companies still struggle to embrace digital and realise its potential to deliver competitive advantage. I hope to see a growth in client-side teams dedicated to closing the gap between channels and realising their omni-channel ambitions.”
“Sure, most of our assistants still only get our requests for that 80s playlist about 50% of the time, but I’m hopeful to see Google et al start to realise their promises of full-blown context and emotion-rich conversations with our new bot pals.”
“I think 5G will enable so much that’s talked about when it comes to smart cities, connected vehicles and the IoT. It won’t just be about phones – but it will be nice being able to download a Word doc in under 5 minutes.”
“Connect my fridge, to my mirror, to my hairbrush to my shower. Take my data and tell me what I should do – I don’t want to have to think about anything, anymore. There’s going to be about 30 billion IoT devices by 2020, with a global market value of about £6 trillion. If companies aren’t thinking about the IoT then, as the research team at Samsung have warned, “we are looking at a future in which companies will indulge in digital Darwinism, using IoT, AI and machine learning to rapidly evolve in a way we’ve never seen before.””
If you’d like some support with your organisation’s digital transformation, we’d love to help. We’re a long standing top tier Sitecore Platinum Partner, with decades of experience helping enterprise organisations leverage Sitecore to achieve their digital marketing strategy.
Get in touch to discuss your digital roadmap for 2020. Not currently using Sitecore? Book a Sitecore Demo today and learn how your organisation can benefit from the leading digital experience platform.