Mastering Digital Marketing in 2020

Mastering Digital Marketing.

Digital marketing is constantly evolving, with new trends, tools, and techniques emerging each year. As we enter 2020, it’s crucial for businesses to stay ahead of the curve and leverage the latest digital marketing strategies to reach and engage their target audience effectively. In this blog post, we’ll explore key digital marketing strategies for 2020 and how businesses can utilize them to drive growth and success.

Digital Marketing

1. Embrace Video Marketing

  1. Video Content Dominance: Video content has become the preferred format for consuming information online. Platforms like YouTube, Instagram, and TikTok have seen tremendous growth in user engagement and viewership, making them ideal channels for businesses to reach their target audience. By leveraging the power of video, businesses can tap into this trend and capture the attention of their audience more effectively than traditional text or image-based content.
  2. Prioritizing Video Marketing: In 2020, businesses should make video marketing a top priority in their digital strategy. This means allocating resources and budget towards creating high-quality video content that resonates with their target audience. Video marketing allows businesses to convey their brand message in a more engaging and memorable way, helping to build brand awareness and loyalty.
  3. Types of Video Content: There are various types of video content that businesses can create to achieve different objectives. For example:
    • Product Showcases: Videos showcasing products or services in action help potential customers visualize how they can benefit from them.
    • Customer Testimonials: Testimonial videos featuring satisfied customers sharing their experiences can build trust and credibility.
    • Educational Content: Videos providing valuable insights, tips, or tutorials related to the industry or niche establish the business as an authority and resource for its audience.
  4. Live Streaming and Stories: Live streaming and Stories features on social media platforms offer unique opportunities for businesses to engage with their audience in real-time. Through live streaming, businesses can host Q&A sessions, product launches, behind-the-scenes glimpses, or special events, fostering a sense of connection and authenticity. Similarly, Stories provide a more ephemeral and casual way to share updates, announcements, and behind-the-scenes content, encouraging regular interaction and engagement from followers.

Learn more about the power of video marketing with insights from HubSpot to help for Mastering Digital Marketing in 2020.

2. Focus on Personalization.

  1. Personalized Marketing as a Cornerstone: Personalized marketing involves tailoring marketing efforts to individual customers based on their unique characteristics, preferences, and behaviors. It recognizes that one-size-fits-all marketing approaches are no longer effective in today’s digital landscape where consumers expect personalized experiences. Personalization allows businesses to build stronger connections with their audience, increase engagement, and drive conversions.
  2. Utilizing Data Analytics and Marketing Automation: Data analytics and marketing automation tools play a crucial role in enabling personalized marketing. Businesses can use data analytics to gather insights about their customers’ demographics, behaviors, and preferences. Marketing automation tools allow businesses to automate processes such as email marketing, social media posting, and campaign management, making it easier to deliver personalized content and experiences at scale.
  3. Segmenting Your Audience: Segmentation involves dividing your audience into smaller, more manageable groups based on shared characteristics or behaviors. In 2020, businesses should leverage data analytics to segment their audience effectively. This segmentation can be based on factors such as demographics (age, gender, location), behaviors (purchase history, website interactions), and preferences (product interests, content engagement).
  4. Delivering Personalized Content and Offers: Once your audience is segmented, you can deliver personalized content, offers, and recommendations to each segment. This could include targeted email campaigns, personalized product recommendations on your website, or customized social media ads. By tailoring your messaging and offers to the specific interests and needs of each segment, you can increase relevance and engagement.
  5. Investing in AI and Machine Learning: Artificial intelligence (AI) and machine learning technologies can further enhance personalization efforts by analyzing large amounts of data to identify patterns and predict customer behavior. AI-powered recommendation engines can suggest relevant products or content to individual customers based on their past interactions. Machine learning algorithms can also optimize marketing campaigns in real-time, allowing businesses to deliver hyper-targeted messages and achieve better results.

Discover how personalization impacts consumer behavior with insights from Accenture and its important in Mastering Digital Marketing in 2020.

3. Optimize for Voice Search is important in Mastering Digital Marketing in 2020.

Voice Search
  1. Rising Popularity of Voice-Activated Devices: Voice-activated devices such as Amazon Echo (powered by Alexa) and Google Home (powered by Google Assistant) have witnessed a significant surge in adoption in recent years. These devices allow users to perform various tasks and access information using voice commands, making them a convenient and hands-free way to interact with technology.
  2. Voice Search as a Significant Trend: Voice search refers to the use of voice commands to perform searches on the internet. With the increasing prevalence of voice-activated devices, voice search has emerged as a significant trend in digital marketing. Users are increasingly turning to voice search to find information, make inquiries, and perform tasks, reshaping the way businesses need to approach their digital marketing strategies.
  3. Optimizing Website and Content for Voice Search: To capitalize on the trend of voice search, businesses should optimize their website and content accordingly. This involves focusing on natural language keywords and phrases that mimic how people speak in everyday conversations. Unlike traditional text-based searches, voice searches tend to be more conversational and long-tail in nature.
  4. Creating FAQ Pages and Blog Posts: One effective strategy for optimizing for voice search is to create FAQ pages and blog posts that directly address common questions and queries users might ask through voice search. By anticipating the questions your target audience is likely to ask and providing comprehensive answers, you can increase the likelihood of your content being surfaced in voice search results.
  5. Incorporating Long-Tail Keywords and Conversational Language: Long-tail keywords are longer and more specific keyword phrases that typically have lower search volumes but higher conversion rates. By incorporating long-tail keywords and conversational language into your content, you can improve its visibility in voice search results and capture valuable traffic. Think about how your audience might phrase their queries when using voice search and tailor your content accordingly.

4. Leverage Social Commerce.

  1. Evolution of Social Media Platforms: Social media platforms have undergone significant evolution over the years. While they were originally used primarily for engagement and brand awareness, they have now transformed into powerful e-commerce platforms. This shift has been driven by changes in consumer behavior, technological advancements, and the increasing integration of shopping features into social media platforms.
  2. Leveraging Social Commerce Features: In 2020, businesses can capitalize on the rise of social commerce by leveraging features offered by platforms like Instagram, Facebook, and Pinterest. These platforms provide tools such as Instagram Shopping, Facebook Marketplace, and Pinterest Buyable Pins, which allow businesses to showcase and sell products directly to their audience without requiring them to leave the platform.
  3. Creating Shoppable Posts and Ads: One effective strategy for leveraging social commerce features is to create shoppable posts and ads. These posts and ads include clickable product tags or buttons that allow users to purchase products seamlessly while browsing their social media feeds. By providing a frictionless shopping experience, businesses can increase conversion rates and drive sales directly from social media.
  4. Utilizing Influencer Marketing: Influencer marketing involves partnering with individuals who have a large and engaged following on social media to promote products or services. In 2020, businesses can utilize influencer marketing to reach new audiences and drive sales through authentic endorsements and recommendations. Influencers can create sponsored posts or videos featuring products, which can help increase brand visibility, credibility, and trust among their followers.

5. Prioritize Customer Experience.

  1. Heightened Competition and Consumer Expectations: In today’s competitive marketplace, consumers have more options than ever before. They also have higher expectations when it comes to the products they purchase and the services they receive. Businesses must differentiate themselves by delivering exceptional customer experiences that go above and beyond what is expected. This involves providing personalized interactions, anticipating customer needs, and delivering value at every touchpoint.
  2. Prioritizing Customer Experience: In 2020, businesses should make customer experience a top priority across all touchpoints of the customer journey. This includes interactions on the website, social media channels, email communications, and customer service interactions. By prioritizing customer experience, businesses can build stronger relationships with their customers, increase loyalty, and differentiate themselves from competitors.
  3. Investing in User Experience (UX) Design: User experience (UX) design plays a crucial role in shaping the customer experience. Businesses should invest in UX design to create intuitive and user-friendly interfaces that enhance engagement and drive conversions. This involves designing websites, mobile apps, and other digital touchpoints with the user in mind, focusing on factors such as ease of use, navigation, and visual appeal.
  4. Implementing Chatbots and AI-powered Customer Service Tools: Chatbots and AI-powered customer service tools can help businesses provide instant support and assistance to their customers. These tools can handle common inquiries, provide information, and even complete transactions without the need for human intervention. By implementing chatbots and AI-powered tools, businesses can improve customer satisfaction, reduce response times, and free up human agents to focus on more complex issues.

6. Invest in SEO and Content Marketing.

  1. Search Engine Optimization (SEO) and Content Marketing as Foundations: SEO and content marketing are two interconnected pillars of a successful digital marketing strategy. SEO involves optimizing your online content to improve its visibility in search engine results, while content marketing focuses on creating and distributing valuable and relevant content to attract and engage a target audience.
  2. Creating High-Quality, Valuable Content: In 2020, businesses should focus on producing high-quality, valuable content that resonates with their target audience. This content can take various forms, including blog posts, articles, videos, infographics, and more. By addressing the needs, concerns, and interests of your audience, you can establish authority in your industry, build trust, and encourage audience engagement.
  3. Optimizing Content for Keywords: To enhance visibility in search engine results pages (SERPs), it’s crucial to optimize your content for relevant keywords and phrases. Keyword optimization involves strategically incorporating terms that users are likely to search for. This helps search engines understand the relevance of your content to user queries, improving the likelihood of your pages ranking higher in search results.
  4. Improving Visibility and Driving Organic Traffic: Effective SEO and content marketing strategies work together to drive organic traffic to your website. As your content ranks higher in search results, it becomes more visible to users searching for related topics. By attracting organic traffic, businesses can reach audiences genuinely interested in their products or services, increasing the likelihood of conversion.
  5. Staying Abreast of Google’s Algorithm Updates and Best Practices: Search engines, particularly Google, regularly update their algorithms to deliver more relevant and accurate search results. It’s essential for businesses to stay informed about these updates and adhere to best practices in SEO. This involves understanding ranking factors, optimizing for mobile-friendliness, and ensuring website security. Staying compliant with search engine guidelines helps maintain the effectiveness of SEO efforts and ensures a positive user experience.

8. Stay Agile and Data-Driven.

Digital marketing is inherently dynamic, with trends and consumer behaviors evolving rapidly. To stay ahead of the curve, businesses must adopt an agile and data-driven approach to their digital marketing efforts. Continuously monitor key performance indicators (KPIs), analyze data insights, and adapt your strategies based on emerging trends and consumer preferences. Experiment with different tactics and channels to optimize your digital marketing efforts and maximize ROI.

finally, In the journey of developing your startup idea, understanding the evolving landscape of digital marketing in 2024 is paramount. By aligning your startup’s marketing strategies with the latest trends and insights outlined in the digital marketing landscape, you can effectively position your idea in the market and attract potential customers. Leveraging innovative techniques such as video marketing, personalization, and social commerce enhances your startup’s visibility, engagement, and conversion rates, laying a solid foundation for growth and success.

Moreover, as your startup idea takes shape, implementing effective strategies to grow your business becomes imperative. By integrating growth-focused initiatives outlined in comprehensive guides, such as setting realistic targets, leveraging data analytics, and prioritizing customer experience, you can propel your startup towards sustainable growth and profitability. These strategies empower you to optimize operations, expand market reach, and capitalize on emerging opportunities, driving long-term success and competitiveness in the dynamic business landscape.

Furthermore, mastering digital marketing techniques serves as a catalyst for scaling your business and maximizing its potential impact. By harnessing digital marketing strategies tailored to your startup’s unique value proposition and target audience, you can amplify brand awareness, generate leads, and foster customer loyalty. Whether through strategic content marketing, SEO optimization, or innovative social media campaigns, effective digital marketing initiatives drive customer acquisition, retention, and revenue growth, fueling the expansion and evolution of your startup venture.


What are some key trends in digital marketing for 2020?

In 2020, digital marketing trends like video marketing, personalization, voice search optimization, social commerce, customer experience focus, and SEO/content marketing investment shaped businesses’ online engagement strategies.

How can businesses leverage video marketing effectively in their digital strategy?

To maximize video marketing, focus on creating valuable content, such as product demos and testimonials, while utilizing live streaming and Stories on social media for real-time engagement

What role does personalization play in digital marketing, and how can businesses implement it effectively?

Effective personalization in digital marketing entails tailoring efforts to individual customers through data analytics, segmentation, and AI-driven optimization for real-time campaign refinement.

“Contact us today to start boosting your digital presence!”

search engine optimization

Search Engine Optimization

What is Search Engine Optimization (SEO)?

search engine optimization,” essentially involves enhancing your website to boost its presence on search engines like Google and Microsoft Bing. This improvement aims to increase visibility when individuals search for products you offer, services you provide, or information related to topics where you possess profound expertise or experience.

The fundamental principle is that the more visible your pages are in search results, the higher the likelihood of being discovered and clicked on by users. Ultimately, the overarching objective of search engine optimization is to draw in website visitors who may potentially become customers, clients, or a recurring audience.

What you’ll learn in this guide:

How is SEO different from SEM and PPC?


SEM, an acronym for search engine marketing, more commonly known as search marketing, represents a category within digital marketing. It serves as an overarching term that encompasses both SEO and PPC activities, aiming to generate traffic through both organic and paid search methods.

In essence, search marketing involves concerted efforts to increase traffic and visibility from search engines, utilizing both paid and unpaid strategies.

Now, the distinction between SEO and SEM lies in the fact that they are not technically different; rather, search engine optimization constitutes one-half of the SEM equation:

  • search engine optimization (SEO) focuses on driving organic traffic from search engines.
  • search engine Marketing (SEM), on the other hand, involves the orchestration of both organic and paid traffic from search engines.

However, contemporary usage often sees SEM used interchangeably with PPC, creating a degree of confusion. Despite this, it’s crucial to recognize that both SEO and PPC are integral components of marketing. To simplify, envision SEM as a coin, with search engine optimization (SEO) representing one side and PPC on the other. Both sides contribute to the overall effectiveness of search marketing.


PPC, short for pay-per-click, is a digital marketing model where advertisers incur charges each time a user clicks on their ads. The fundamental concept involves advertisers bidding on specific keywords or phrases, aspiring to have their ads displayed prominently in search engine results when users search for those terms.

In the realm of search marketing, envision SEO and PPC as two sides of the same coin – SEO representing the unpaid side and PPC representing the paid side. It’s crucial to perceive them as complementary rather than competing channels. In other words, it’s not a matter of “SEO vs. PPC”; the optimum approach involves embracing both strategies, provided your budget allows.

It’s noteworthy to emphasize that when we use the term “SEM,” we’re encompassing both SEO (organic search) and PPC (paid search). The interchangeability of the terms SEM and PPC within the industry may exist, but “SEM” explicitly refers to the combined efforts of SEO and PPC.

Why is search engine optimization SEO important?

search engine optimization SEO stands as a pivotal marketing avenue, primarily due to the fact that organic search contributes to 53% of all website traffic. This statistic fuels the anticipation that the global SEO industry will skyrocket to a staggering $122.11 billion by 2028. Notably, SEO yields tangible business outcomes for brands, enterprises, and organizations of varying sizes.

In today’s landscape, the journey of individuals seeking to go somewhere, accomplish tasks, gather information, conduct research, or make a purchase typically commences with a search. However, the current search landscape is highly fragmented, with users exploring traditional web search engines (e.g., Google, Microsoft Bing), social platforms (e.g., YouTube, TikTok), or retailer websites (e.g., Amazon). Remarkably, 61% of U.S. online shoppers initiate their product searches on Amazon, surpassing the 49% who begin on a search engine like Google. Trillions of searches transpire annually, solidifying search as a primary source of website traffic. Thus, being “search engine friendly” on any search platform is crucial for brand or business visibility.

The significance of enhancing visibility and securing higher rankings than competitors is underscored by the intense competition on search engine results pages (SERPs), teeming with various search features and PPC ads. These SERP features include knowledge panels, featured snippets, maps, images, videos, top stories (news), People Also Ask, and carousels.

SEO’s criticality for brands and businesses extends beyond immediate benefits. Unlike other marketing channels, the impact of good SEO work is sustainable. While paid campaigns and social media traffic may dwindle or fluctuate, SEO remains the foundation of holistic marketing. Understanding user preferences enables the implementation of this knowledge across campaigns (both paid and organic), website content, and social media properties. SEO not only channels the necessary traffic to achieve key business goals such as conversions and sales but also fosters trust. A well-ranking website is perceived as authoritative and trustworthy, qualities that Google rewards with improved rankings.

Types of search engine optimization SEO

Search engine optimization SEO can be categorized into three main types:

  1. Technical SEO: This involves optimizing the technical elements of a website to enhance its performance and search engine visibility. It includes tasks such as improving website speed, optimizing crawlability, and ensuring proper indexing.
  2. On-site SEO: On-site SEO focuses on optimizing the content and structure of a website to cater to both users and search engines. This includes using relevant keywords, creating high-quality content, and organizing the site’s information in a user-friendly manner.
  3. Off-site SEO: Off-site SEO revolves around creating and promoting brand assets like people, trademarks, values, vision, slogans, catchphrases, and colors. The primary goal is to boost brand awareness, recognition, and credibility. This is achieved by demonstrating and growing expertise, authority, and trustworthiness, and engaging in activities that generate demand.

While you have full control over content and technical optimizations (as seen in technical and on-site SEO), off-site search engine optimization introduces elements where control might be limited. For example, you can’t control links from other sites, and external platforms may change your influence. Despite this, off-site activities remain a crucial component of the SEO strategy for comprehensive success.

To illustrate, think of SEO as a sports team. Success requires a robust offense (content optimization), a solid defense (technical optimization), and an engaged audience (off-site optimization) to support and cheer for the team. Just as a sports team needs a well-rounded approach, the synergy of technical, on-site, and off-site SEO ensures a comprehensive strategy for online success.

Technical Optimization:

Ensuring your website is technically optimized forms the bedrock of SEO success. It commences with crafting a website that search engines can effortlessly crawl and index. As Google’s trends analyst, Gary Illyes, emphatically states, “MAKE THAT DAMN SITE CRAWLABLE.” This involves making your content—text, images, videos—accessible and discoverable. Key technical elements in this realm include fine-tuning URL structure, navigation, internal linking, and more.

Experience is integral to technical optimization. Search engines prioritize pages that load swiftly and offer an excellent user experience. Core Web Vitals, mobile-friendliness, usability, HTTPS, and avoiding intrusive interstitials are critical factors in technical SEO. Another facet is structured data, or schema, which, when added to your website, aids search engines in comprehending your content and elevates your presence in search results. Additionally, web hosting, content management systems (CMS), and site security play pivotal roles in overall SEO health.

Content Optimization:

In the realm of SEO, content serves a dual purpose—it needs optimization for both human audiences and search engines. The overarching objective is consistently publishing helpful, high-quality content achieved through a combination of understanding audience needs and aligning with Google’s guidelines.

Optimizing for people involves ensuring your content is relevant, incorporates keywords for searchability, is unique, well-written, up-to-date, multimedia-rich, and surpasses competitors on the search engine results page (SERP). Readability is also crucial—structuring content with subheadings, appropriate paragraph lengths, bolding/italics, and ordered/unordered lists enhances comprehension.

For search engines, key content elements to optimize include title tags, meta descriptions, header tags (H1-H6), image alt text, and metadata for platforms like Open Graph and Twitter Cards.

Off-Site Optimization:

While not strictly search engine optimization activities, various off-site strategies indirectly contribute to SEO success. Link building, acquiring links from relevant and authoritative websites, is a prominent off-site SEO practice. Building a robust brand through marketing, public relations (PR), content marketing, social media optimization, listing management, and managing ratings and reviews are all activities that align with SEO efforts.

When discussing off-site strategies, it’s essential to note that these activities may not directly impact technical SEO but are crucial for overall brand visibility. Some even advocate for a broader definition, suggesting that SEO stands for “search experience optimization” or “search everywhere optimization.”

search engine optimization Specialties:

SEO encompasses various specialties, each with its unique challenges and tactics:

  1. Ecommerce SEO: Involves optimizing category pages, product pages, navigation, internal linking, images, reviews, and schema for online stores.
  2. Enterprise SEO: Deals with SEO on a massive scale, often managing websites with millions of pages or large organizations with substantial revenue.
  3. International SEO: Focuses on global SEO for international businesses, optimizing for multiregional or multilingual websites and catering to international search engines.
  4. Local SEO: Aims to optimize websites for visibility in local organic search results, involving tasks such as managing reviews and business listings.
  5. News SEO: Requires speed and understanding of best practices for getting indexed quickly, appearing in Google Discover, Top Stories, and Google News, and navigating considerations like paywalls and structured data.

How does Search Engine Optimization work?

search engine optimization

If you’ve landed on this page through a Google search, chances are you were seeking information on [what is SEO] or [SEO].

Originally published in 2010, our “What is SEO” page has garnered an impressive 324,203 links. In essence, these factors, among others, have cultivated a positive reputation with search engines, securing its consistent ranking in Position 1 for years. The guide has amassed signals, indicating its authority and trustworthiness, making it deserving of its top position when users search for SEO.

Now, let’s delve into a broader understanding of SEO. At its core, SEO operates through a combination of:

  1. People: Those responsible for executing strategic, tactical, and operational SEO tasks.
  2. Processes: Actions taken to enhance workflow efficiency.
  3. Technology: The platforms and tools utilized.
  4. Activities: The tangible end products or outputs.

Several elements contribute to the functionality of SEO, and the following high-level overview encapsulates the most crucial knowledge and process components.

1. Understanding how search engines work: For your business to be discoverable via search, comprehension of the technical processes behind search engines is imperative. Providing the right “signals” to influence visibility involves navigating four distinct stages: Crawling, Rendering, Indexing, and Ranking. However, optimizing for Google differs from optimizing for other platforms like YouTube or Amazon, each with its own set of considerations.

2. Researching: Research plays a pivotal role in enhancing search engine optimization performance. Key research areas include audience, keywords, competitors, brand/business/client objectives, website audits, and SERP analysis. These elements collectively inform content creation and strategy.

3. Planning: An SEO strategy serves as a long-term action plan, establishing goals, meaningful KPIs, and a roadmap for implementation. The path may evolve, but the destination remains clear and unchanged.

4. Creating and implementing: With research complete, it’s time to translate ideas into action by creating new content, enhancing existing pages, and removing outdated or low-quality content.

The blog is an ongoing process and should be monitored, maintained, and analyzed for performance. Critical to this is employing website analytics, utilizing tools and platforms, and conducting regular performance reporting.

In conclusion, SEO is a continuous endeavor. With search engines, user behavior, and competitors in a state of perpetual flux, there is always room for monitoring, testing, and improvement. As Bruce Clay succinctly put it, “SEO will only be done when Google stops changing things and all your competition dies.”

How to Learn SEO for Free

Learning SEO for free is an accessible and valuable endeavor. Here’s a step-by-step guide to get you started:

  1. Online Resources:
    • Explore Google’s SEO Starter Guide: A comprehensive resource by Google covering the basics of SEO.
    • Moz Beginner’s Guide to SEO: Moz offers a detailed guide for beginners, covering essential concepts.
  2. YouTube Tutorials:
    • Channels like “The SEO Academy” and “Ahrefs” provide insightful tutorials for beginners.
  3. Blogs and Websites:
    • Follow reputable SEO blogs like Moz, Search Engine Journal, and Backlinko for the latest trends and tips.
  4. Free SEO Courses:
    • Platforms like Google Digital Garage and HubSpot Academy offer free SEO courses.
  5. Google Analytics Academy:
    • Learn to analyze website traffic with Google Analytics for a deeper understanding of user behavior.
  6. Online Communities:
    • Join forums like Reddit’s r/SEO or SEO-related groups on platforms like LinkedIn to engage with the SEO community.
  7. Practice with Your Website:
    • Apply your knowledge by optimizing your website. Experiment and analyze the results.
  8. Google Search Console:
    • Utilize Google’s Search Console to understand how your site performs in search results and identify areas for improvement.
  9. SEO Certifications:
    • While not free, some platforms offer free trials for SEO certifications, such as SEMrush Academy.
  10. Stay Updated:
    • Follow industry updates through newsletters and podcasts like “Search Talk Live” to stay current with SEO trends.

What is Search Engine Optimization (SEO)?

SEO involves enhancing your website to increase visibility on search engines, making it more discoverable to users seeking relevant products, services, or information.

How does SEO work?

SEO operates through a combination of understanding search engine processes, extensive research, strategic planning, content creation, and continuous monitoring and improvement.

How to Learn SEO for Free?

Utilize online resources, YouTube tutorials, blogs, free courses, Google Analytics Academy, online communities, practice on your website, Google Search Console, SEO certifications with free trials, and stay updated with industry trends.

Remember, consistent practice and staying updated are key to mastering SEO.

Transform your online presence with Search Engine Optimization expertise – call us now to unleash your website’s full potential!