5 Ecommerce Digital Marketing Trends for 2020
It’s 2020, and the past decade has been very turbulent when it comes to digital marketing. Every marketing platform spent billions on fine-tuning their algorithms in these ten years. And many a black-hat marketer were hit by these continuous improvements.
I’m not saying that black-hat marketing died, but it’s getting progressively more difficult to make the initial growth spurt last long. Platforms got smarter at catching any wrongdoings and delivering penalties with extreme prejudice. And I mean it in the literary sense of the expression. Being on the receiving end of these penalties means the literal assassination of your business. To put things into perspective, a Google manual penalty is reported to last anywhere from a couple of days to a year.
Imagine plummeting in the search results index for a year and what would that mean for your business.
Another great example is Facebook banning your Business Manager account based on assumptions. And if you request a manual review, they just unban it.
So, where does this leave eCommerce digital marketing in 2020? What to do to get great results without getting penalized for black-hat practices?
It’s simple, don’t buy backlinks and don’t do shady practices like buying expired domains for link scheming purposes. Also, don’t spam or post inappropriate content, don’t do promotive subscription messaging, avoid using spammy words in email subjects, make sure you have consent before sending out newsletters,…
Tell you what, just follow the below trends.
Trend 1: The Invasion of Robots
Before you start humming “Dun dun.. Dun.. Dun dun”, waiting for Skynet to end humanity, let us explain. We’re talking about the simple chatbots. These ingenious additions to your website or social profile can handle lots of tasks that typically need a customer service representative. They are your customer’s friendly neighborhood helpers that allow you to focus your time and spend elsewhere.
They can complete tasks such as answer FAQs, complaints, and they continuously learn thanks to machine learning. With this, they evolve to become better assistants for your customers. With that, they are providing a better customer experience for them.
In a nutshell, yes, chatbots are AI. Yes, they are using machine learning and learn all the time. Yes, they are trying to imitate human interaction and infiltrate chat messages as genuine human beings.
Wait a minute – isn’t that how Skynet works?
Trend 2: Use Social Media Shopping
It was not so long ago that if you were to buy something from an eCommerce store, you’d have to visit a website and buy there. But, in 2015, that ended with Facebook introducing the Shop feature. This feature got it’s debut on Instagram too not soon after.
Nowadays, you can browse products, click on an item, and buy it without even leaving the platform.
Today, social media shops are a popular way to get revenue. More than half of the consumers who bought something online in 2018 did it on social media.
So, this is a no-brainer – if you aren’t using social media shopping, start now. It’s simple to install if you have a product feed already being used with your Google Merchant Center. Facebook Shopping works in a similar way. Use the Google product feed into Business Manager and you can use your products on your shop page on both Instagram and Facebook!
Trend 3: Augmented Reality (AR) and Virtual Reality (VR) Are a Big Deal
Remember Pokémon GO? No, I’m not saying you should start a pokémon trainer career. Just remember the technology behind it. Augmented Reality (AR) is an interactive experience superimposed on the real world. (Read digitized renderings on your camera). And it’s precisely the technology used in this app.
Okay, you might’ve not heard about AR, but what about VR? Those funny-looking headsets combined with motion tracking? The ones that give the illusion of being present in a virtual reality application?
Well, some thought the limitations of these technologies are superimposing and simulating games. But others thought differently.
First. let’s look at the problem. Online shopping is great and all. But, it lacks one thing: you can’t really see the product without actually buying it.
Some giants, most notably IKEA, saw the opportunity to solve the above problem. And they did it with the technology used on apps for hunting imaginary animals. Although it may sound crazy, it’s actually ingenious.
Imagine standing there in your room, looking at that empty corner of the room that no foot has stepped on for years. You decide to buy a nice piece of furniture to make it look less dull and use that extra space. So, in the past, you needed to take measurements of the space, go to a furniture shop, and either:
a) Order a custom made piece, or
b) Get a piece that closely fits the space
Today, you can just flip out your phone, launch the IKEA AR app, select a piece of furniture, point the camera at the corner, and see how it will look there. But that’s not all! You can also point your camera at any piece of furniture, and the app’s “visual search” will list all similar IKEA products.
This interactive product visualization brings the product in front of the consumer. Some even went a step further, allowing apparel and jewelry to be superimposed on the consumer in real-time with AR.