With just under 60 days left before we embark on a new decade, marketing as we know it is expected to get a dramatic digital facelift. And how companies leverage new and existing trends going into 2020 will be key in determining who can carve out more market share and who may be left behind. Here are the top 10 marketing trends you need to utilize in 2020.
As technology continues to become a pervasive part of our everyday lives, the use of voice-activated technology like Alexa and smartphone assistant Siri will redefine how people search. And as researchers now estimate that over 50% of all online searches will be done via a voice-enabled device,1 marketers should take note. Text keywords used in a search engine may vary from those that a person may use when they speak into a device. Therefore, it is important to consider how the use of voice search may impact how consumers find your products. Take heed now and begin using those new “voice search” keywords in your online promotions.
Consumers want highly personalized shopping experiences and sending push notifications when they are in retail locations or within a given radius can be the perfect way to drive higher engagement. What will likely be the differentiating factor is how interactive and compelling your mobile content is. Brands that are able to stand out from the soon-to-be cluttered geo-targeting space will be the ones who have mastered mobile marketing techniques.
Shoppable video content
The average consumer watches 6 hours of video content online each day.2 So, to cash in, marketers are making it easier for consumers to click within a video to directly purchase the product(s) featured in the video ad. In this way, brands can show their products in action and eliminate the extra steps of having to go to a website to buy. And as 64% of consumers buy after watching a branded video,3 this avenue is a must to grow online sales.
With the popularity of image-driven sites like Pinterest, consumers often are using Google images as a way to shop online rather than read through lots of text. Leveraging the right metatags and visual search keywords for images will be key in getting images of your products high on the search query results page. Also, making sure you have quality, professional-grade photography that encapsulates your products and your brand is ideal to catch the consumer’s eye.
This may not be a new trend, however, it is one that is set to become a dominant part of how top brands market and differentiate themselves. Getting endorsements from social media influencers will continue to be a highly-sought-after strategy, especially for up-and-coming brands. The key will be in finding the right influencer to go after so that the promotion is in line with your brand image and values.
Social media stories
As new features roll out on social media, savvy marketers should be ready to take full advantage. And tapping into the power of social media stories is one surefire way to increase brand engagement and keep your company’s social media followers in the know about new products and promotions. Finding ways to post interactive content like polls, contests, or even behind the scenes teaser videos via the stories feature can be an effective way to generate buzz around your brand.
Private messaging apps
With nearly every social media platform having its own version of mobile messaging, companies are jockeying for space to get direct to consumers. As the emergence of AI chat technology like ManyChat become more popular, expect direct messaging to be a profitable marketing strategy.
The days of mass marketing are numbered, if not all but gone. Consumers expect brands to send them tailored content, product recommendations based on their past purchases, and exclusive promotions. However, personalization also extends to giving consumers control to dictate how they are marketed to. Enabling consumers to set limits on the number of emails they receive and when (what days and times) they receive marketing messages are other ways that this trend is set to change digital marketing.
As retail locations look for innovative ways to draw in more foot traffic, expect the use of immersive or virtual reality technology to explode across all industries. For example, some furniture retailers now enable customers to see how a piece of furniture will look in their home before they buy it. Likewise, cosmetics companies are using apps to let customers see how various makeup colors will look on their face. This eliminates a lot of the shopping guessing game and gives even more purchasing power to the consumer.
Consumer data privacy
With the passage of the European General Data Protection Regulation, American companies should be ready for similar legislation to take effect. This will likely change how companies can acquire, use, and store consumer information, which will likely have a ripple effect on most digital marketing campaigns moving forward. And, by giving consumers more control over who can use their online personal information, brands will need to maximize every consumer touchpoint they can get.
Moving into the new year, there are a host of emerging trends, that if tapped into early could help your company ride the wave and carve out a strong competitive advantage. The key will be investing in the right trends that speak to your target audience and can immediately enhance your brand.