From an industry point of view, 2019 set the stage for enriching customer experience, personalization, and responsible advertising. Here are a few trends for 2020 that brands can leverage to win Indian audiences.
#1 Focus on multilingual SEO: With the growth of non-English speaking audiences on online channels like Google, Facebook, LinkedIn, Instagram and Twitter there is a huge opportunity for brands to tap the growing segment of native language speakers in India. According to BBC, India has over 125 million English speakers – a very small number in a country of 1.3 billion people. Indian language internet users are likely to grow to 536 million by 2021 as compared to just 199 million English language users. According to a study done by KPMG, 70 percent of internet users find local language digital content to be more reliable than English language content.
Considering the majority of our population on the internet consists of native language speakers, businesses must market themselves in the local language with new SEO tools and updates that help them craft better strategies, optimize techniques and improve performance. Multilingual search engine optimization that allows businesses to manage complex website strategy will be one of the most powerful trends that brands can leverage to attract qualified organic traffic and increase sales.
#2. Prefer data-first approach for video marketing: While videos are a great way for brands to connect with audiences, soon marketers will struggle to get engagement from videos as space will become saturated with too many players targeting the same audience. To stay ahead of the competition, brands must focus on data to drive video creative. Referring to data will help brands understand what works best in terms of the right selection of platform, audience demographics, segmentation, personalization, and content. Creating a video marketing strategy based on the data-first approach will help improve the overall ROI and increase the effectiveness quotient of the creative concept. In 2020, a data-first approach to creating video marketing will ensure that marketers are tapping the right segment of audiences.
AR/VR: All leading companies have personalization at the heart of their strategy. Reportedly, more than 30% of Amazon’s revenue is attributed to personal recommendations. More than 75% of Netflix’s rentals are driven by personalized suggestions. To redefine personalized experiences for customers this year, marketers can turn to AR/VR which will give the audiences an immersive and realistic experience with the product.
While some bigger brands have started considering AR/VR tech, others are sceptical about its usage as it is an expensive and highly complex technology. Many marketers also consider AR/VR tools as flashy items without much value in business. Nonetheless, saturated by content and isolated by AdBlockers, we will observe significant use of AR/VR experiences in the B2B sector.
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