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Online Video: Powering the Digital Market Landscape in 2020

digital marketing trends

You are most likely aware that trends are almost impossible to predict. Business owners and marketers are relying on technologies and tools that are constantly evolving. The digital market itself, however, is a different beast altogether. Predicting digital marketing trends is challenging because, like any huge market, it greatly depends on mass psychology.

The latest stats have shown that 72% of businesses claim that video has improved their conversion rate. It’s clear that video is completely dominating the current online market. This is especially the case when it comes to advertising. Everyone has stopped asking the question: is video going to be the future? The real question now is: how is video technology going to evolve?

Digital Marketing Trends in 2020

Up until 10 years ago, research indicated that teens spend 30 hours a week watching TV. Times have changed. These days children spend approximately 30 hours a week using smartphones. In such a dynamic digital market, video prevails through it all and it gets stronger. Videos watched online, on Desktop, Mobile and TV. Watch time on channels such as Netflix, Hotstar, Voot, and others has never been higher. Clearly, VOD, OTT and streaming services are holding a powerful grip on the market already. That is just the start. With services like Amazon Prime and the soon-to-be-launched streaming service Disney+, video streaming is going to rule.

72% of businesses claim that video has improved their conversion rate. Click To Tweet

Advertisers and digital marketers already use alternate strategies to reach their desired audience and get their messages across. As the times change, so do the tools and the advertising delivery methods.

Another huge leap comes in the form of programmatic advertising. In this particular case, an AI is utilized to automate ad buying. This way it’s easier to reach target audiences. Real-time bidding, video header bidding and similar solutions have taken full swing in 2019, and will most likely get bigger. These solutions boast higher conversions, as well as lower customer acquisition costs. It’s been reported by eMarketer that 86.2% of digital display ads in the United States is going to be programmatic well into the year 2020.

Paid Advertising and Cunning SEO

For one thing, digital marketers know where the crowd is that. They will be pointing their efforts not just to video as a means of reaching audiences. In addition, they will be focusing on a variety of means in order to pave the way for their businesses. Apart from video, they will be focusing on paid advertising more than anything else. Why? Well, because that gets them 100% traction. As for digital marketing trends, sure, content is still king in many ways. Mind you, advertising strategy is going to shift in 2020.

Google and Facebook won’t be the only major players in town when it comes to paid advertising. Amazon is following closely behind as the 3rd biggest advertiser out there. For the past year, an increasing number of online retailers are utilizing Amazon ads. One huge advantage Amazon has over Facebook and Google is being able to pinpoint what shoppers (buyers) are looking for straight away. It’s easier to keep higher conversion rates if you already know what the user is going to purchase. Marketers know that this is not the case with paid advertising on Facebook and Google.

Okay, people don’t just “google” they “bing” as well. Yes, I know what you’re thinking, although in 2019 Microsoft has revamped its search engine, Bing. Bear in mind that had over 1.3 billion unique visitors between February 2018 and July 2019. With audience targeting capability, MS has also refurbished ad inventory and data. That’s right, Bing Ads are now referred to as Microsoft Advertising. The latest numbers, as of September 2019, show that 1.3 billion people use Bing worldwide each month. In 2020, ignoring Bing could cost you money.

Another important fact is that video improves SEO. Research has shown that 39% of decision-makers call a salesperson, soon after viewing a branded video (via Hubspot). This will no doubt be one of the biggest digital marketing trends – embedding videos. By embedding a video to your website, you’ll be boosting overall SEO and CTRs (Click-Through Rates).

Google Ads and Video in 2020

Google is certainly not sitting in the corner with its their tail tucked between its legs. They are making a massive impact with Better Ad Standards, and of course, Google Ad Manager. What’s more, let’s not forget that for the past 20 years, Google’s revenue has been soaring on a yearly basis. The biggest and most powerful search engine on the planet is also gearing up for the race with its reinvigorated Google Shopping service (again, to compete with Amazon) and Google ‘discovery’ ads – focused on feed-based advertising.

YouTube, LinkedIn and The First-Second Video Strategy

The obvious truth is that video remains the most powerful tool in advertising. As the year 2019 draws to a close, digital marketers and businesses owners are revitalizing their tactics. Making an impact on the online market and foreseeing digital marketing trends in 2020 will be possible. But how? Numerous video marketing and advertising strategies are already being employed and will continue to be used in 2020.

Science says that the human brain requires 400 milliseconds (that’s faster than half a second) to engage with advertising on mobile (info via Mobile Marketing Association/The Advertising Research Foundation). To engage means a reaction (positive or negative) has occurred and an imprint has been triggered. Consumer attention is declining rapidly, and people react emotionally to quicker than ever.

YouTube is a great revenue potential for advertisers and marketers. Countless pre-roll ads are being triggered each day in billions of videos watched by people daily. Bumper ads are already a big thing and they are going to be huge in 2020. Bumper ads are actually 6-second ads fire up prior to videos. Google has already confirmed that these ads are way more effective on consumers as opposed to full 30-second video ads. Also, it might interest you to know that 9% of small businesses use YouTube.

LinkedIn also remains a highly potential real estate for video advertisers and digital marketers. The career and employment oriented platform has well over 500 million users, and yet a very small portion of them use video in their posts. So, when it comes to video, both YouTube and LinkedIn stand as a large chunk of the market that’s untapped.

Stay tuned for more video strategy and digital marketing tips…

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