7 things we (don't) want to happen in 2020 in digital marketing

Yeah… many clients have started asking us what the hell is this? Did you see its audience? Well, should I advertise there as well. And whether we want it or not, we will have to start considering this social media platform, which is currently used by some specific Bulgarian and European audiences but is constantly expanding its presence on smartphones, especially to the younger generation.

What to do: TikTok is definitely not for every brand at this stage. So first download the app, if you haven’t already, open it and use it for a few days. Get acquainted with the audience profile for the relevant geographic market, the quality of the content and the environment, if you like what you see and believe is for your brand, you can start with your own business account to create content for.

No matter if they are monopolists in the market and almost every advertiser is there, prices will not go up. On Facebook, it will be perceived as a reach limit, or impressions, and on Google it will directly increase the cost of a click or CPM.

How to save yourself: Learn, test, analyze. This is the brief process. While there is a lot of history to go by, the fact is that on both platforms, we need to be ready for experiments and part of the budget is set aside for tests with unclear results.

Gone are the days of high CTR, endless organic riches, a $ 100 budget per month we kill fish. Consumers are irradiated everywhere and by anyone. Advertising online noise will become more and more difficult for brands to keep people focused on themselves.

What to do: Stop thinking that digital marketing is a trainee job. It is important for you to build a complete infrastructure and have good teams – marketers, designers, traffic managers, content people, etc. The combination of several skills will make your product more efficient.

With some delay in Bulgaria (and already widely used in Europe) came the tendency for large brands to download some of their digital activities (the so-called in-house). This rethinks both the structuring of their internal departments and the selection of partners to work with. This trend does not in any case mean that there will be no bread for the agencies – it will simply come from a different place.

What to do: If you are a customer: Analyze your marketing activities and consider whether it is wise to take that step. The argument – I’ll save you money is the last thing you should think about. There are many other reasons why you should hire a digital marketing specialist within the team. However, give yourself a clear idea of whether you are competitive enough in the market to attract one of the few real experts, evaluate whether you can give it the necessary attention, whether you have the opportunity to build internal infrastructure, etc.
If you are an agency: rethink the way you do business.

As one colleague told me, I’ve been waiting for him to come and not come for 10 years. Large advertisers have become increasingly aware of the advent of programming, especially under the influence of their international headquarters. All Bulgarian brands are currently under review and probably starting in 2020 with their first attempts in the field.

What to do: If you have a solid budget, now is the time to take a test.

Digital business is increasingly coming to the attention of the authorities. Both the EU and the local are constantly making changes that affect the way digital businesses are conducted. Regulation 18 and GDRP are just the tip of the iceberg. This means only one thing – more costs for lawyers and lawyers.

What to do: We’ve come and say – Find a good lawyer. 

The concept of “Let us write something for Google to index” is no longer working. Now we have to write about the user as well. Content will continue to be the king in digital marketing, but artificial intelligence has advanced to such a degree that it can now distinguish how text is structured. Its futile stuffing with keywords and phrases is high time to stop. Which also means that writing articles at $ 10 – $ 20 per page can no longer work effectively.

What to do: Find a read copywriter, someone who understands the details of the subject matter, has an excellent linguistic culture, and last but not least – a time to set you apart.

If there is anything really important that you think we have missed, we will be glad to hear … well, read in the comments.