Resources Hub » Blog » 6 Essential Digital Marketing Trends for 2020

While it’s hard to believe we’re already compiling the list of 2020 digital marketing trends, it’s more important than ever to stay on top of predictions, innovations, and technology, so your brand can be prepared to meet customer demands.

Digital marketing is a complex industry with tactics ranging from email and social media to SEO and PPC. As a result, digital marketers are faced with a daily challenge of keeping their brand at the forefront of customers’ minds.

Have you thought about updating your 2019 marketing strategy with new trends? As you start deliberating your new objectives and KPIs for 2020, it’s crucial to evaluate what worked and what didn’t in the previous year, so you’re able to evaluate what new trends would be successful. Not only will this help you stay proactive, but you can also better estimate your budget and resource allocations.

6 2020 digital marketing trends to follow

Read on to discover some of the digital marketing trends you should consider implementing to grow your brand as we go into the new year.

1. Voice search

“Alexa, what time is The Joker playing tonight?”

“Okay, Google, how many people use a smart device in their homes?”

Voice technology is going to take off in a big way, due to more consumers purchasing home voice assistants like Google Home and Amazon Echo. In fact, 66.4 million adults in the US currently own a smart device, and 26.2% of the adult population are influenced by the responses a home assistant gives them.

As more consumers begin to rely on these devices, brands need to adapt their digital strategy to accommodate this growing need. Why? If you’re looking to stay competitive, it’s estimated that 50% of all searches will be done through voice technology by 2020.

Consider the following voice-technology tactics for your strategy:

  • Utilize relevant question keywords in website content
  • Incorporate feature snippets into SEO campaigns
  • Update long-tail keywords to shorter keywords
  • Create a Google action or Alexa skill that is centered on your products or services

2. Shoppable posts

Social media continues to be a huge part of online marketing and, in 2020, it’ll become a major shopping hub. Currently, 60% of Instagram users find new brands on the platform and 70% of Pinterest users say the platform helps them discover products.

Why are consumers flocking to this functionality? With the rise of influencer marketing and our want-it-now mentalities, shopping on social media is convenient and eliminates the need to ever enter a website or storefront.

The social platforms are catching on too and are making it easier for ecommerce sites to sell their goods via social media. Shopify already offers plugins with this capability, and Instagram, Facebook, and Pinterest all allow shoppable posts with native integration. It’s relatively easy to tag your products in the image and allow customers to shop directly from your feed. Not only is this a great way to earn exposure, but you can also drive traffic to different product pages to boost your search rankings.

 J.Crew utilizes Instagram shopping feature

Source: Instagram, J.Crew

3. Augmented reality and virtual reality

Immersive technology like augmented (AR) and virtual reality (VR) has continued to grow in popularity with digital marketers, and 2020 will be no exception. However, while VR held the top spot for a while, it’s predicted that AR will outpace the technology by 2021.

AR provides customers with a unique experience of a brand’s products or services from the convenience of their cellphone. As mobile continues to grow in usage for customers, AR gives you the ability to interact with your customers in a fun way that enhances your brand’s value.

Why should you consider AR? Take a look at these reasons:

  • Your customers can try your products before buying them, like clothing, makeup, or home products without needing to walk into a store
  • Your customers are able to experience a physical location—like a stadium or coffee shop—without leaving the comfort of their homes.
  • You can distribute branding materials or presentations with interactive features like videos.

Overall, utilizing immersive technology will build a buzz around your brand that’ll deliver an unexpected experience to your customers.

4. Interactive content

Instead of opting for reading or watching content, you can develop material that requires your audience to directly participate in your desired action. In turn, you’re able to better entertain, educate, and engage your audience to drive results through emails, websites, blogs, or anywhere else you’re looking to connect with your customers.

This type of content is appealing because it’s fun, competitive, and gives customers instant and personalized results. For digital marketers, not only isinteractive content a way to build new conversations with your audience, but you’re also able to persuade them further into the sales funnel.

While the type of interactive content you should create widely depends on your audience, consider the following examples:

  • Quizzes
  • Calculators and tools
  • Maps
  • Timelines
  • Slideshows
  • 360-degree videos
  • Games

Taco Bell delivers interactive game in email

Source: Really Good Emails

5. Social messaging apps

If you’re looking for new ways to communicate and offer better customer service, turn to your social media messaging apps. Facebook Messenger, WhatsApp, WeChat, and more are becoming popular ways for businesses to stay in touch with their customers. Facebook Messenger alone is experiencing 2 billion exchanges between users and businesses on their app.

Customers are enjoying this experience because it’s convenient to directly connect with businesses instead of picking up a phone and it’s extremely personalized. And, in 2020, this kind of personalization is the key to building relationships with customers.

In the upcoming year, brainstorm how your business can better utilize this social feature, including:

  • Educating followers about your brand
  • Promoting new product launches
  • Inviting followers to upcoming events
  • Providing customer support

Customers can order pizza on Domino’s Facebook Messenger

Source: Facebook, Domino’s Pizza

6. User-generated content

Are your customers growing tired of overly branded content? Is your content’s engagement decreasing? In 2020, the average consumer wants to feel a real, human connection to a brand’s products and services while scrolling through their social feeds or inbox. User-generated content is assets that are produced voluntarily by the brand’s customers like Google My Business reviews, Instagram photos, unboxing YouTube videos, and more.

User-generated content provides authentic and trustworthy information about your products and, therefore, increases your overall credibility. Why? People still look at friends and digital sources for validation before making a purchase decision. In fact, 78% of buyers agree that they trust online reviews as much as personal recommendations.

 Casper designs emails with user-generated content

Source: Really Good Emails

2020 digital marketing trends: honorable mentions

When it comes to digital marketing, your strategy can extend into multiple channels and tactics to reach your yearly objectives. However, no 2020 digital marketing trends list would be complete without mentioning a few of our favorite runner-ups. Take a look at these strategies that aren’t going anywhere in 2020.


Consumers actually want more video content from brands, and video marketers are seeing more qualified leads from their video content. Video will continue to be an important part of your digital marketing strategy in 2020 for social media, emails, PPC, and more.

SERP results

Have you heard of Position “Zero”? As Google continues to shift its algorithm, the position “zero” is the new coveted spot in the search engine’s rankings. This spot utilizes feature snippets and other SEO tactics to provide the user a question about their search inquiry and a link back to the website for more information. If you’re looking to rank #0 in organic search results and boost your CTR, optimize your website with feature snippets moving forward.

Influencer marketing

Influencer marketing has experienced huge growth, and brands will still continue utilizing it in 2020. However, instead of opting for expensive celebrities with thousands of followers, brands are turning to people with a smaller social following to reach a more targeted audience. These micro-influencers drive a 60% higher engagement rate than their counterparts.


Over the past few years, more companies have integrated chatbots onto their website to offer a faster customer service experience. Chatbots will continue to become more sophisticated and handle complex tasks thanks to artificial intelligence (AI).

Wrap up

Are you ready to start kicking your 2020 digital marketing strategy in action? Remember, when selecting which emerging trends are right for your brand, consider your customers first. With a customer-first approach, you’ll be able to deliver personalized experiences that not only entertain your audience but also convert them into loyal brand advocates.

Consider our roundup of the top digital marketing trends for 2020:

  • Voice search
  • Shoppable posts
  • Augmented and virtual reality
  • Interactive content
  • Social messenger apps
  • User-generated content

Another way to boost your engagement and conversions in 2020 is email marketing. With Campaign Monitor, you can bring your brand to life and deliver personalized communications to your customers. Ready to give it a try? Sign up today for free.

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