You’ve got your 2020 vison set for the new year, right?
To help generate some excitement as we enter a new decade, our team has gathered eight digital marketing buzzwords to set your sight on.
If you missed last year’s buzzwords blog, you can check it out here.
For now, let’s focus on what digital marketing buzzwords you can expect to see throughout the year:
1. Learning Phase
You may have heard of Facebook’s Learning Phase for ads, but do you know what the purpose of it is?
The Learning Phase is a way for Facebook to test your ads and refine the audience you’ve selected even further.
Think of the Learning Phase as an experimental period to better understand which members of your audience will interact with your ads. In turn, this will give you more knowledge of the demographics you’re trying to reach and collect data along the way.
Stay tuned as we’ll be publishing a blog breaking down Facebook’s Learning Phase even more, and thank you to one of our Senior Digital Marketing Strategists Sabrina Morrison for this buzzword suggestion!
How can community be a digital marketing buzzword? Hear me out before you move on!
Community can be a big part of your social media. When you include your customers by sharing a post they make about your business, they feel like a part of your brand. In turn, this helps build a community.
Not only does it make your current customers feel involved, but it also allows outside consumers to experience your brand through current customers.
Using your customers’ content will help with engagement and give consumers an eye into your company. Remember, just like building your online presence takes time, so does building a social community.
If you want to learn more, check out our podcast about 2020 digital marketing trends.
3. Zero-Click Strategies
Thanks to Megan Aikman, one of our Senior Digital Marketing Strategists, for submitting this great digital marketing buzzword!
A zero-click strategy includes snippets of information that appear for certain types of searches where a searcher may not even need to click on search results to get the info they need.
Over time, consumers will start to expect the answers they need right away on the search results, especially for mobile and voice searches.
We included the word algorithm in our 2018 digital marketing buzzwords blog, but we think it’s still causing quite a buzz as we enter 2020.
An algorithm is like a formula or set of rules. Google or Facebook uses certain rules to determine what content appears, such as which businesses/websites appear in search results or which posts are relevant to users.
Google made quite a few major algorithm updates during the last quarter of 2019. You can learn all about them here:
- What Is Google’s “Bert” Algorithm Update?
- New Day, New Algorithm: Learn About Google’s “Bedlam” Update
5. Hyperlocal Marketing
Hyperlocal describes a specific, local area, such as people in your office, a park, a business, etc. So, what’s the difference between local and hyperlocal marketing?
Break it down like this — San Diego, California, could be used within a local strategy, while a specific village or township within San Diego has a hyperlocal focus.
Influencer marketing has been on the rise for the past couple of years, and micro-influencers are the next big thing that you’ll see in 2020.
Micro-influencers are people who have a smaller following on social media while still being an expert in what they are promoting. Being a micro-influencer allows you to promote within a local community.
For example, a local fitness trainer could work with a vitamin supplement store to promote certain products, and vice versa. Promoting at a local level will help people within the community be more trustworthy of both the business and micro-influencer.
7. California Consumer Privacy Act/Consent
Privacy is a hot topic in advertising right now! On January 1, 2020, the “California Consumer Privacy Act” went into effect, which means that consumers in California will have the right to:
- Know what personal data is being collected by businesses
- Decline the sharing or selling of their information by those businesses
Consumers will also have the right to protections against businesses that do not comply with these privacy laws, meaning that those businesses could face legal actions if not compliant.
The main objective is to allow consumers to "opt-out" of this data collection and distribution. And we expect this new law to ignite changes to the advertising landscape across the United States.
Keep in mind that Google already gives privacy options by offering incognito mode for web browsing and Google Maps.
If you'd like to learn more about this new law, make sure to check out our blog that covers common questions.
Shout-out to our Corporate Marketing Campaign Manager Chelsea Matteson for submitting this great combination of buzzwords!
8. Mobile First Creative
When you think of Mobile First Creative relating to advertising, picture these two things:
- Videos shorter than 15 seconds with any dimensions
- Videos with a height greater than the width (such as Instagram Stories)
These videos should be frequent, fast and be able to be understood with the sound turned off. With attention spans decreasing, it’s essential that your video advertisements capture attention early and the message is clear.
Although this digital marketing buzzword may be newer, it’s here to stay! Be on the lookout for more information later in the year.
Bonus Digital Marketing Buzzword - Artificial Intelligence (AI)
Artificial intelligence won’t stop growing, which is why we wanted to feature it as our bonus buzzword!
To quickly sum it up, AI is the use of a computer or computer program to make intelligent decisions that a human would normally need to make (machine learning also comes into play with AI).
In digital marketing, AI is commonly used in search engines, automated emails, advertisements, voice search and more! If AI piqued your interest, check out our blog that explains it in more detail.
Check Out These 2020 Digital Marketing Resources
With the ever-evolving world of digital marketing, we know it can be difficult to keep track of changes and best practices for your business.
To help you out, we’ve created several resources you can utilize during the new year:
- 5 Things to Consider When Planning Your Marketing Budget
- What to Expect in 2020 for Digital Marketing
- One Word to Base Your Marketing Strategy on in 2020
- Podcast: The 2020 Digital Marketing Trends to Watch For
That’s it for this year’s digital marketing buzzwords! We hope you learned something new and are ready to tackle everything 2020 has to offer. If you have any questions, please leave us a comment below!