Marketing can alter at the drop of a hat. Strategies that exploded in popularity in past years are now being pushed aside for new innovations. With artificial intelligence, influencer marketing, and SEO dominating the online marketing space, it’s imperative for your business to be educated and prepared for upcoming shifts in marketing trends.

Optimizing for on-SERP SEO

Ever hear of zero-click results? You’ve probably seen them. A zero-click result is a search result in which Google automatically provides the answer to the search query in the form of an automated snippet.

For example, if you type in,“What is the temperature in San Francisco?” Google will automatically provide you a result it generates on its own. You’d actually have to scroll down to see the Adwords results and organic search results.

Google auto-populates search results for much broader queries, as well. Everything from “What is a cryptocurrency?” to “How do I create a marketing funnel?” has a snippet that may prevent a searcher from scrolling down to see more results.

Why is this significant? Because 61.8 percent of search results in Google are now zero-search results, according to data from Jumpshot. As a result, more and more keywords are becoming less profitable.

While the automatic snippet sometimes comes from a website that ranks somewhere on page 1 of the search engine results page (SERP), companies are unsure how to optimize their content so that Google chooses them over anyone vying for the same spot. Needless to say, this is a concerning development for any business that markets or advertisers on Google.

Interactive Content

Today’s buyers are looking for new experiences when they go online, and for many, that means greater interactivity. In fact, a whopping 91% are seeking more visual and interactive content. There are several reasons for this:

  • Interactive content is different and new, and as such, it stands out more.
  • This type of content serves to keep visitors on your page longer.
  • Interactive content is immensely shareable, and when users share this content, it helps to grow awareness of your brand.
  • Simply put, interactive content is more engaging. Users enjoy it more than other content.

Social Media Shopping

This marketing trend is already taking the world by storm. With the click of a button, you can go from scrolling on Instagram to populating your credit card information and completing a purchase. Shoppable posts have shortened the sales funnel by eliminating steps from awareness all the way to the point of purchase. E-commerce sites are taking advantage of this trend by using Instagram, Facebook, Pinterest, and Twitter to take you from prospective buyer to customer with a simple click of a button. Shoppable posts have been gaining traction for a couple of years now, and we predict will be the norm for 2020 marketing strategies.

Content Marketing

For years, “content is king” has been the axiom of digital marketing. As we move into 2020, it continues to be true.

High-quality content allows you to show your expertise and communicate with your customers from a place of authority. Your content is also what search engines provide to searchers online, so continuing to produce high-quality content is a must.

Video Content

Customers respond well to visual content, making video an important digital marketing tool in 2019. It will continue to be important into 2020 and likely beyond that.

Don’t overlook live video. On average, live videos on Facebook Live and Instagram Live keep your audience watching three times longer than recorded ones. The daily watch time for Facebook Live videos have quadrupled in a single year, and they produce six times as many interactions as traditional videos.