3 Ways to Start Marketing Smarter in 2020

The Critical 2020 Marketing Trends To Pay Attention To! 


A brief discussion of the most important 2020 marketing trends you need to know about. 

Welcome back to the roaring 20s! 

A new year doesn’t have to mean new marketing, but it should make you revisit your current marketing strategy and decide if you need to freshen up your marketing or get a new strategy completely).  Because the digital world is always changing, it’s important to constantly be growing. That’s our word of the year – growth – and we want to help you grow as a business or medical practice by making data-driven updates to your marketing. 2020 brings new trends and technology that you need to take into consideration if your marketing is going to stay competitive! 

Here are 3 tips we have for enhancing your marketing in 2020: 

1. Focus more on visual content

Because voice search is growing, you might be tricked into thinking that readable content is more sought after than visual content. Voice search is growing…and you should produce readable content…but focusing less on visual content is a mistake.

In 2019, video was a big deal, and the desire for more video is growing. Stats are still not wrapped up completely, but Search Engine Journal reports that 85% of internet users in the United States watched video content monthly. More than 50% of 25-44 year olds said they want to see more video content from their favorite brands in 2020. 62% of Millennials said they want visual search over any other new technology. 

Did you know that the human brain processes visuals 60x faster than text, or that people are 85% more likely to convert after watching a video, or that colored visuals increase people’s desire to read content by 80%? 

Just look at all of the visual features Google rolled out at Google Marketing Live this year. Gallery ads, discover ads, carousel ads….all designed to improve the visual search ad experience. 

Snapchat, YouTube, and Instagram are all adding filters and visual elements to their experience, particularly going after Gen-Z users.

By 2021, brands whose websites support visual and voice search are projected to increase revenue by 30%. 

Visuals are only going to get more important in 2020. Are you producing enough video content, and is the kind of content your users are engaging with? Do you run Display ads well and with a large enough budget? Is your website visually appealing?  These are all questions you need to ask before you produce any content in January. 


2. Take advantage of geo-fencing

Geo-fencing is the latest buzzword all marketers should know,  because the geo-fencing market is projected to grow to $2.4 billion by 2023. 

Marketers put a digital “fence” around their physical location(s). When a person enters that boundary, you can serve them an ad (or text message/push notification) that can encourage them to visit your location and convert. You can offer them coupons or other enticing reasons to physically go to your location, and because they are so close, they are more likely to do it. (This is different than geotargeting, which is merely serving ads to a set group of people in a specific area regardless of whether they are near your location at a specific time.)

80% of consumers say that they welcome location-based alerts from businesses. Nearly 3 out of 4 consumers convert when receiving a message while approaching a physical location and 53% actually visited a retailer after receiving a location-based ad. 

Multiple big name businesses like Taco Bell, Jimmy John’s, Subway, Walgreens, American Eagle, 76, and Walmart are all using geo-fencing technology to attract customers and improve the customer experience.

 It works, and the more important the mobile experience becomes (as it has increasingly every year), the more effective it will be. If you’re not currently using geo-fencing technology, implementing it in 2020 could give a big boost to your marketing. 

3. Optimize for voice search

Just because visual content is a huge deal doesn’t mean that optimizing for voice search is any less important. On the contrary, voice search is growing, and the digital marketing industry (and internet as a whole) is moving towards strategies that take the growing amount of people relying on voice search into consideration. 

50% of all searches will be voice searches in 2020. 55% of all homes in the U.S. will own a smart speaker by 2022. 72% of people who already own one use them daily. 

Major brands like Domino’s, PayPal, Nestle, and Campbell’s are already using voice search in customer interactions. Google Assistant has 2,000 actions and Alexa has 30,000 skills (these numbers are expected to grow). 

You shouldn’t merely try to think of voice search as another way to reach your customers; instead, think of voice search as how your customers are interacting with you, and therefore something that needs to be integrated into every part of your communications and sales funnel. Write content with a conversational tone; get featured snippets on Google; think about what keywords people would speak, not type (often longer search queries). 

To find out more about these 2020 marketing trends, or how you can have better marketing in 2020, contact us! Empirical360 is a Google Premier Partner – recognized as one of the world’s leading agencies. We specialize in PPC for a variety of businesses, but especially medical practices. Our team has managed over $15 million in ad spend for our clients. If you’re looking to grow your business, we can help you take a data-driven approach to online marketing and increase your ROI. Reach out to us for a free website and ad analysis! 


Shea Antonucci - Author

Director of Content Marketing

Shea is an expert content writer and is a classic literary nerd! She loves writing highly engaging content and has a knack for making it convert!