Many moving pieces make up digital marketing. Using SEO, you can increase visibility and organic traffic, and build a brand with your presence in social media. Marketing automation can save time and give you more personalized dedication. Managing PPCs on the search engine result pages can mean “springing the line.”These moving pieces, along with many others, are continually evolving as new technology, strategies and almost constant Google and Facebook algorithm changes keep a lot of digital marketing teams (including us!) on their toes.
We know what worked in 2018 or 2019 does not use the same way in 2020, and we need to remain on top of these patterns to deliver the best possible outcomes for our clients. As we reach a new decade, technology continues to evolve rapidly. We want to take the opportunity to share the trends in digital marketing that we are excited to see in 2020/2021 more.
1. Snackable video content
Many teenager’s latest goal is to be a TikTok celebrity. The massive acceleration in video-sharing apps reveals new ways for users to participate in content — and the kind of content that sticks.
But what are the consequences for advertisers as consumer focus is getting shorter and shorter?
A way forward is to re-imagine storytelling in ads — using shorter formats, as well as machine learning to serve personalized variations that encourage collaboration and put an exploration journey together. Some brands, including Lego and Nike, have already successfully used this on YouTube, and 2020 will see a flood of advertising testing this new model.
2. Voice assistants
Voice assistants will become a much greater customer contact point next year. By the end of 2021, more than 1.6 billion people will be using voice assistants daily, and their preferences will not be limited to asking for time or sending a text.
As customers, we are moving towards an informal economy in which voice assistants at home can play a significant role. By reacting to consumer desires and needs at the time of contact, brands would be able to create more seamless and effortless experiences.
3. Transformation of digital marketing
Technology has transformed our lives beyond recognition what we used to expect from the highest quality of services that we now demand from every product or service. Digital marketing transformation is the secret to success today, and we hope it to become an even bigger theme by 2020.
Together with BCG, we have built a digital maturity framework so that businesses can assess their current level of digital marketing maturity and establish a growth plan. We piloted this system with Raiffeisenbank in Russia at the beginning of the year. Elsewhere in the world, Samsonite has effectively applied it to their model.
4. Marketing Inclusiveness
Consumers today want more than brand product details. What they want is the brand’s take on the problems that matter — and how they make a meaningful impact. The brand’s stance on topics such as diversity and inclusion, climate change and sustainability will become even more critical in 2020.
Consumers want to hear from various perspectives, for example, and so we can consider personality, history and representation. Brands like Axe and Gillette have already led to a global change in thought.
5. Mobile Client Experience
Consumers will also demand unbridled experience on all platforms, including mobile devices, in 2020. However, smartphone conversion rates are actually down relative to those on the web. Marketers who want to remain at the top of the mobile trend can:
Invest in emerging technologies like AMP & PWA
Tailor perceptions with various customer search behaviors
Pursue sophisticated measurement methods to help chart the path of customers
Using automated bidding to optimize the value of campaign bids.
6. Building Brands with transparency
The majority (60 per cent) of Generation Z — those born between 1995 and 2005—say they want to change the world. And this young generation has all the opportunities to learn about the products in which they are engaged. One in six people in France use Yuka, a barcode scanning software that tests the health benefits of goods. Good On You classifies brands in luxury fashion by their ethics.
Consumers do not care if 77% of labels have vanished. It can also be a strategic differentiator for brands in 2020 to be open about their position in society and to show where they are planning to invest to be even better.
7. Personalization on a scale
We are entering a new age in which traditional marketing is being reshaped by machine learning. Marketers are getting smarter about consumer experience and innovation on a scale as machine learning can better understand customer journeys in order to improve loyalty and add value at key moments.
Through using this knowledge wisely, marketing can be made more intimate, individual and omnichannel. The capacity of machine learning to understand and adapt enables extremely individual and specific customer interaction. Car manufacturer Škoda, for example, has successfully used this technology to configure their video advertisements on a scale. Happy marketing!