Digital marketing trends for 2020

The last decade has completely changed the digital marketing environment. From social media to search engine optimisation, things have shifted in ways we couldn’t predict. Going into the new year, we expect existing trends to grow while new trends emerge.

Of course, things can go any which way, but we thought it would be a bit of fun to try our hand at predicting the future. Here are a few of the digital marketing trends we expect for 2020.


Colour can be used to portray a wide range of emotions and bring up different feelings. Brands use colour to express what the business is about without saying a single word. It is very important to marketing and messaging.

Shutterstock analysed the image download data of its customers to see what colours are likely to trend in 2020. They projected that the three most popular shades will be Lush Lava, Aqua Menthe and Phantom Blue.

Predicted colour trends in 2020

As you can see (above), Lush Lava (#FF4500) is a fiery reddy orange, used for bold statements. Aqua Menthe is as equally demanding of attention with its bright cyan and mint hues. Phantom Blue is a deep indigo navy colour which makes a more sophisticated impact. We think the Phantom Blue colour will be especially popular here in the UK.

Content Marketing

One key content marketing trend we expect to see is the rise of artificial intelligence (also known as AI). Technology is changing and new features are being integrating into our digital marketing all the time. Without going into too much detail of the nitty gritty techy stuff, AI could help your team complete the mundane tasks. Things like automating content, testing landing pages and shaping content strategies can all be done using AI. Other industries are already using the technology, and we don’t think it will be long until we see it used for content marketing.

Perhaps on the flipside of this, we also expect the trend of authenticity to grow in 2020. As digital marketing is now heavily saturated with user-generated content, audiences expect to see ‘real’ photos. Businesses should aim to be more personal and develop a voice for their brand which resonates with their audiences.

Social Media

With the immense popularity of social media today, things change on a near daily basis. From new platforms to big updates on existing players, we expect it to continue to grow and grow.

One of the digital marketing trends that has started already, which we think will grow in 2020, is the use of influencer marketing. Influencers include celebrities, niche artists and experts in specific fields. Consumers trust them and often look to them for advice or inspiration. Businesses will be looking to align themselves with influencers to help boost trust amongst audiences.

Another trend we think will grow in 2020 is shopping directly through the platforms. Instagram and Pinterest have already introduced systems where you can scroll through and with a few clicks, purchase the product you see. Ease of use and speed is something consumers highly value. We can expect to see shopping in this way to continue to rise in the next year.

Examples of shopping through social media

Augmented reality (AR) is technology that incorporates digital elements into what you’re looking at in front of you. In 2020 we expect to see businesses increasingly use this technology to sell products. Some brands are already using the technology in ways to better engage customers. For example, Sephora uses AR to allow customers to ‘try on’ their make up in real time (see below). We expect to see this trend grow as consumers look for more personalisation and interactivity in their shopping habits.

Example of augmented realitySEO

As digital marketing evolves and changes, so too does search engine optimisation (SEO). One trend we can expect is using voice search. This type of search is more specific as users ask exact questions to get the answers they want. In terms of SEO, this means that keywords should match how people speak; using longer keywords which are more like sentences.

Another trend we expect to see next year is content length affecting search rankings. Search engines crawl your content to see how relevant and high-quality it is. This determines where the search engine ranks you on the results page. We predict that Google will value lengthy articles of 1,500 words or more over shorter lengths, as they get more dwell time.

Most of us know that video content is great for digital marketing as people engage with it better. Google loves video content too. Embed your website content with more videos and we think you’ll be rewarded by seeing boosted SEO. 62% of Google universal searches include video, which would suggest that the search engine favours this type of content.


At Youbiquity we establish and develop marketing strategies for businesses, organisations and individuals including social media, SEO and website design. We have a range of packages depending on your requirements, all of which can be tailored to your specific needs and your budget. Visit this link for more information on our digital marketing strategy services.

Sources: Shutterstock, SocialMediaToday, Search Engine Watch