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But with all of the new marketing challenges and advancements that await us in the new year, how can your business stand out from the competition? Here are some essential considerations when exploring digital marketing in 2020. 
AI and Machine Learning Technology
By far, one of the most impactful changes to digital marketing over the last few years has been the incorporation of artificial intelligence and machine learning technology. In 2020, AI-technology will continue to play a significant role in digital marketing strategies, especially when it comes to the inclusion of predictive analytics that helps marketers extract detailed information from users and their purchasing trends. AI has also helped to pave the way for more automation and better efficiencies when interacting with customers through the use of chatbots. Chatbots use natural learning processes and create personalized experiences for their users, leaving long-lasting positive brand messages. Voice-enabled AI advancements have also disrupted traditional marketing methods, especially when it comes to digital advertising. Voice search now plays a significant part in internet searchability, and brands need to adapt their content to support it. In fact, voice search has become a critical component in improving user experiences across multiple platforms and devices and is now an important factor when it comes to getting ranked in the search engines. This trend has forced marketers to rethink the way that their web content is optimized, especially for mobile users, to improve search engine ranking and overall website traffic. All digital marketing campaigns in 2020 should take into consideration this growing trend and how it can positively or negatively affect user conversions. Implementing Effective Social Media Processes While many organizations may focus their attention on newer technologies to improve their digital marketing initiatives in 2020, there are changes organizations can make internally to enhance their social media effectiveness. Businesses need to establish clear procedures for social media management, ensuring their teams are adaptable to change when necessary. These preparations and willingness to change keep marketing departments agile, and capable of reacting quickly to the shifting demands of their audience. Regardless of the size of your organization, establishing an active social media marketing plan is crucial for success. A solid plan will help you utilize your team to their full potential while minimizing spending on third-party tools and consultants. Establishing and enforcing consistent social media processes will not only improve the effectiveness of your campaigns but will also add to the credibility of your brand. The Importance of Thought Leadership The term "influencer marketing" has become increasingly popular over the years and refers to the use of industry experts to add to the credibility of digital marketing campaigns. In 2020, thought leaders are the driving force of innovation and have the potential to generate significant amounts of interest for the brands they represent. However, becoming a thought leader for an organization is only beneficial if the employee can maintain and covert relationships. There are a variety of ways organizations can foster better thought leaders throughout their organizations, especially in marketing roles. Prioritizing skills in content creation, business networking, and taking advantage of video streaming social networks will help to establish new thought leaders in an organization and significantly improve their digital marketing efforts. Omnichannel Marketing Another vital element of modern-day brand building is omnichannel marketing. Omnichannel marketing has become increasingly important as more and more companies expand their brand awareness from social media engagement to e-commerce user experiences. But rather than managing these channel experiences separately, omnichannel marketing focuses on creating seamless customer experiences, whether interacting through social media, email marketing, digital advertising, and content marketing. Omnichannel marketing provides several benefits to businesses when it comes to streamlining processes, improving marketing efficiencies, and even providing visibility to help strengthen their channel security. However, one of the most beneficial aspects of omnichannel marketing is that it directly contributes to positive experiences with your brand. The way people shop for their products has changed considerably over the years. By implementing an omnichannel strategy, businesses can prepare and respond to customer activities regardless of the channels and devices they use to access services and interact with brands. Without a doubt, 2020 will be another pivotal year in the world of digital marketing. As new technologies continue to disrupt legacy marketing techniques and challenge perceptions of how to reach a new generation of customers, businesses are wise to follow these trends carefully and adjust their tactics accordingly. Regardless of what your specific marketing strategy is moving forward, it's important to remember that digital marketing is an inherently dynamic aspect of your brand's development. Marketing teams should continue to be eager to adopt newer, more relevant methods to reach their audience while ensuring they maintain an edge over their competition.
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