A few days away from the end of 2019, it is already time to think about 2020! Whether you’re a freelancer or an agency, what are the trends in the world of communication to come? How can you prepare for them? For example, communication on social networks always plays a significant part in a strategy, but that doesn’t mean you should abandon traditional means such as e-mail or blogging. But in 2020, it won’t be the only one, as we will see.

Towards the end of advertising cookies?

The Kantar site is thinking about the disappearance of “cookies”, you know, those little files that are installed on your computer when you visit a website. Among their uses, some of them allow us to offer you offers related to your previous visits. Even if these “cookies” will not disappear overnight, their application will have to be rethought to remain in line with the RGPD, the European regulation for data protection.

Sound, a new web marketing trend

In recent years, music has played a significant role in communication. And not only by the multiplication of podcasts in many fields. The advertising market for this type of content is becoming more measurable, and the results are promising: as a result, advertisers will intensify some of their actions in audio. In the French capital of French Tech and digital business incubator, we can see that this communications agency in Montpellier, for example, offers services that are precisely in line with this trend.

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Another element of web marketing that will evolve actively is phygital, on which our friend Ling En has been betting for some time now. It’s not internet marketing; it’s not physical marketing: it’s a mix of both. For example, brands will offer digital content, such as recipes in audio, but at the same time, the possibility of sending a physical book directly to the customer’s home.

Virtual assistants

Also note that Chatbots, which will be the next theme of my other friend Frédéric Canevet’s book, will become an increasingly used means of communication, as well as Voicebots. Mainly installed on social networks, but also custom-made websites, they will have to offer quality content and the desire to learn more, always to convert successfully.

From now on, we no longer use search engines as we did 5 or 10 years ago. From now on, we talk to them via our smartphones or voice assistants. And they answer us. A site can then be well referenced in the traditional way, but not “stand out” in a voice search. From one virtual assistant to another, the results will also differ because they adapt to the person using it. All this presupposes new ways of referencing sites, new methods for agencies to target content and work on popularity in SERPs!

Influence marketing

Another essential element to consider in 2020: influencers! Rather the micro-influencers themselves!

Indeed, influencer marketing has evolved and brands no longer necessarily want to reach the most considerable number through a “celebrity” who will ask them to pay relatively high prices for a return that is not always up to scratch. From now on, it’s time for micro-influencers. They certainly have less audience, but they are closer to their audience (and the audience is also more engaged): this partnership, therefore, responds better to requests and is more successful. The removal of the likes posted on Instagram at the end of 2019, for example, heralds a significant change in the visibility strategy of brands on this social network, which will focus more on engagement than on the number of likes. Quality rather than quantity!

There are bound to be other web marketing “trends” that will emerge in a few months, so don’t rest on your laurels, as always on the web or elsewhere. Who will win the web marketing match? The predictions are open, and I will be happy to read your opinion: what do you think will happen?