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RESEARCH
No.1 medium for the young target group. LinkedIn and intentions can be extracted at such moments. ANALYSIS
Xing, which are suitable for positioning brands, are also In the future, it will be important for companies to be TRENDS
relevant for a greater reach and more traffic. present even on the short customer journey via
smartphone and to make optimal use of the
3. Voice apps for more presence in the possibilities. What’s important is the prediction of these
customer journey micro-moments in order to immediately offer the
potential customer the content that’s needs. This
Voice control is the fastest development via mobile includes understanding the needs of the target group in
devices, which is why companies should quickly advance and adapting to them.
mobilize their resources on product-accompanying
voice apps. In the future, purchases and orders will be 5. Micro-influencer marketing
conveniently made using voice assistants such as
Alexa or Google Assistant. Here too, however, care Brand trust and personal communication are related,
should be taken to ensure that content created with and it has been found out that the most effective results
added value is adapted to the text-to-speech can be achieved through micro-influencers. Marketers
technologies and that it meets customer expectations. can mainly use the proximity to the subscribers and the
From a marketing perspective, there are different existing relationship of trust between the two units to
purposes, such as: present their products and brands. However, due to the
high level of interaction and expert knowledge in a
• Positive positioning of the brand and products as specific area, influencers with fewer followers gain
well as image effects; higher credibility and appear more authentic. This in
turn has a positive effect on the brand by addressing
• Traffic and lead generation; the target group optimally and paves the way for micro-
influencer marketing in 2020.
• Presence at the verbal communication level;
It's all about optimizing mobile content
• Individual and improved user and customer
experience.
All 5 content marketing trends 2020 can be traced back
4. Use micro moments for content marketing to one development: mobile presence on all
communication channels through direct personal
Micro-moments from Google are moments when a interaction with users, individual content adapted to
person turns to the digital medium to satisfy his/her user needs and by keeping up with the pace of users –
needs, to find out about something, to go to a place, to hence, 2020 will definitely be a successful content
do or buy something. Valuable information about user marketing year.◊

By Daniela La Marca

9 January 2020: Digital Marketing Trends & Predictions