5 Digital marketing best practices for 2020

Now that we’ve ushered in a new year, marketers everywhere are researching and planning for all to come. From technology advancements to new rules and regulations, digital marketing 2020 promises to have some exciting things in store. 

With so much to look forward to, it can be difficult to know where to turn your attention to first. That’s why we’ve put together this 2020 digital marketing best practices guide.

1. Rules and regulations you can’t ignore

In both 2018 and 2019, the General Data Protection Regulation (GDPR) had marketers up in arms. While the GDPR proved to be much less scary than originally thought, it did require marketers to rethink their digital marketing best practices. 

This year, refresh your knowledge on current rules and regulations, including the GDPR and CAN-SPAM. You and your team should take time to learn about new rules and regulations as well—like the following.

California Consumer Privacy Act (CCPA)

The CCPA went into effect Jan. 1. While this new law primarily affects businesses in California, it will apply to anyone who does business with the citizens of California as well. In a nutshell, the CCPA lists five basic rights:

CCPA screenshot

Source: Pillsbury Insights

There’s been some hubbub around this law, too—but it’s said that those most affected by this new law “make the sale of data a core part of their business.”

For the everyday marketer, however, there likely isn’t much to worry about, especially if you’re already following current CAN-SPAM and GDPR rules and regulations. 

Lei Geral de Proteção de Dados (LGPD)

The LGPD—also known as the Brazilian General Data Protection Law—was signed Aug. 14, 2018. But it will officially become enforceable on Aug. 15, 2020. 

The LGPD and GDPR have many similarities, especially when it comes to the security of personal data and how brands can use that information. They also share some basic data subject rights, such as the right to revoke consent to receiving marketing materials and the right to access data.  

The few key differences include the legal basis for processing data and the fines that can be incurred by non-compliant brands.

2. Why inclusive web and email design is a must-have 

Another hot topic in the digital marketing 2020 discussion is accessibility and the importance of having an inclusive web and email design. 

As more brands take to the internet to share their content and other goodies, so will their customer base. The problem here is that more and more individuals with visual and hearing impairments are having trouble getting products and services online. This can then lead to ADA lawsuits—costing brands thousands (if not more) in fines and other penalties. 

Making sure your website and email campaigns are inclusive and ADA compliant is simple. You can embed videos, use contrasting colors for the visually impaired, or provide text options/subtitles for those who are hard of hearing (HOH). 

Platforma 2 example

Source: Really Good Emails

3. The year of artificial intelligence (AI)

Marketers have been talking about AI for some time, and it’s quickly becoming something they’re longing for (although it once caused hysteria among content creators).

Why? Because AI can help simplify the everyday workflow. Not only can it help with workplace automation, but it can also be implemented in areas like:

  • E-commerce transactions

  • Basic communication (i.e. social media chatbots)

  • Content creation

  • Predictive analysis

  • Product recommendations

AI examples

Source: Social Media Today

4. Upcoming marketing methods

As a professional marketer, you know that “marketing” is an umbrella term used to describe the many different forms out there. When it comes to digital marketing in 2020, there are several up-and-coming marketing methods that you and your team should know. 

Conversational marketing

In today’s digital age, consumers want instant gratification. Whether it be getting services or having their questions answered, they want it now. Thanks to advancements in live chat and chatbots, consumers expect someone to be available to answer their queries at the drop of a hat. 

That’s where conversational marketing comes into play. 

Conversational marketing not only provides consumers with an instant connection, it also opens a line of communication to your customer base. This enhances your customer relationships and helps you collect more useful data. 

The key to this form of marketing is the same as other inbound marketing methods: Provide your consumers with valuable information at their pace.

One example of conversational marketing is the Freddy Freshbot chatbot. Freddy is the helpful chatbot from the subscription meal service HelloFresh. Freddy is available through Facebook’s messenger app and he provide consumers with: 

  • Customer service

  • Recipe ideas

  • Meal reminders

  • Answers to frequently asked questions

HelloFresh email example

Source: Chatfuel

This chatbot helps HelloFresh provide exceptional customer service while pulling information (which, in the long run, helps HelloFresh provide a better experience for all). 

Omnichannel marketing

You’ve probably heard of omnichannel marketing before, and if you haven’t started implementing it, then pay close attention.

Digital marketing in 2020 means stepping up your omnichannel marketing game—although it’s not nearly as intimidating as it may seem. For those who aren’t quite sure what omnichannel marketing is, here’s the scoop.

Omnichannel marketing is the practice of using multiple marketing channels to provide a seamless experience for each of their customers, regardless of the channel or device they’re on. The goal is to unite the strengths of all of your communications channels to deliver a more consistent, effective brand message and cohesive user experience.

An excellent example of an omnichannel marketing strategy is that of Starbucks’ loyalty rewards program.

Omnichannel Marketing Strategy example

Source: Delishhably

While the rewards program is run primarily through the brand’s mobile app, customers can add money to their account through several different channels: 

  • Their mobile device

  • The website

  • In-store

This approach ensures that customers have access to their rewards and allows them to monitor their account from anywhere—creating an exceptional user experience.

5. Voice search

Voice search was a big deal back in 2018, but it hasn’t popped up much in marketing strategies. By the looks of things, your 2020 digital marketing strategy should include voice search. 

With more people using smartphones to ask Google or Siri for help, this shouldn’t come as a surprise: When asked, nearly 70% of individuals said they use voice search at least a few times per week, with another 27% saying they use it one to three times per day.

Path Interactive example

Source: Search Engine Land

Adding voice search to your strategy isn’t complicated. Start with these tips:

  • Use natural-sounding verbiage in your content. Know your customers and the typical language they use in their day-to-day.

  • Target long-tail keywords. These are great for common phrases consumers use to research topics/products.

  • Provide concise answers to common questions.

  • Localize your search engine optimization (SEO) practices. This helps with “near me” queries.

Wrap Up

Predicting what’s to come in digital marketing for 2020 can be difficult. However, you can look at our list of digital marketing best practices and update your current strategy. 

We also talked about a few essential changes coming this year, and they include:

  • Updated rules and regulations to consumer privacy and security

  • Inclusive web design to improve accessibility for all

  • The rise of AI

  • Upcoming marketing methods

  • The rise of voice search

Are you ready to take your 2020 digital marketing strategy to new heights? Schedule your free demo with Emma today.

About the Author

Emma Email

Emma is an email marketing platform that gives you all the tools you need to send campaigns that really connect with your subscribers. With our​​ powerful automation and personalization features, you can create and send email campaigns that reach the right customer at just the right time. It's email marketing that works for you.

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