So, here we are - a new year and a new decade. The last decade has seen marketing get turned on it’s head with the introduction of new technology and a huge shift in consumer attitude and expectations.
But, what will 2020 bring for the marketing world? Here, are our top 5 predications.
Influencers and activists
For years now, influencers have been working their magic in promoting brands. While this used to be the domain of celebrities, David Beckham promoting Haig Whiskey for example, recently we’ve seen a move away towards, so called, “normal people”. YouTubers, Instagram stars and bloggers are taking over as the ones companies are vying for and this is something we’re going to see continue to develop in 2020. People no longer trust celebrities telling them what to buy, it seems unauthentic, but when they can relate to the person – no matter how contrived or tenuous that link is – engagement will rise.
Brand championing activists is a trend that emerged greatly in 2019 and something we think we’re going to see a great deal more of in 2020. Greta Thunberg and Extinction Rebellion are perfect examples of these. With activism increasingly at the forefront of daily life, brands that affiliate themselves with these influencers, adopt their language and promote their ideals, are already one massive step ahead of their competition.
A new way to communicate
Email click rates are going down. Neil Patel, co-founder of NP Digital and all round marketing guru, is part of a group with over 100 other marketing masters who have confirmed that it’s not just your business noticing this! While their open rates of emails to their mailing lists have remained stable, he reports a drop of 9.4% in 2019 in the clicks rates. These are emails that are going from marketing leaders to people who have explicitly chosen to receive them – if they can’t drum up some click throughs, who can?
This isn’t to say email doesn’t have its place. It definitely does and will remain a core part of marketing for a long time to come. But we need to look for alternatives. So, what are they?
- Chatbots are becoming central to marketing. No waiting for an email reply, no waiting on hold on the phone - people want instant answers and chatbots are the best way to do this.
- Instant messaging apps, such as WhatsApp and Facebook Messenger, are also providing businesses an easy way to catch their customer’s attention when they want to promote or announce something.
- And, of course there is good old print media. Used by its self or as part of an integrated digital campaign, it’s a great way to capture people’s attention in an increasingly digital world.
Personalisation is key
According to research by New Epsilon, 80% of consumers are more likely to buy from a brand that create personalised experiences from them.
Data collection, advanced technologies and the wider use of AI all mean that concepts that were seen as science fiction not so long ago, are now very much a reality. There is no excuse for simply targeting the masses. Marketing needs to be hyper-personalised and targeted at the exact personas that are already buying our products. Amazon has this down to a tee – they put ads and products in front of consumers based on their past purchases. What’s the point in showing hampers of chocolate to someone who regularly buys protein powder and exercise clothes?
People don’t want to be exposed to the noise of untargeted marketing anymore. There’s just so much of it out there, it constantly bombards you throughout the day. Adding to this is not only a waste of money for your company, it can even go as far as damaging your brand.
The robots will take over
OK, so this might sound a little dramatic. But, without a doubt, we are going to see a continuation of the rise in Chatbots, Artificial Intelligence, Augmented Reality, Virtual Reality, and so on and so on! People want to get answers – now. They want to be entertained and interact with things. They want to simplify their lives.
And, the easiest – and most effective - way businesses can respond to this is through the use of innovative tech. Just take a look at the benefits of using AI in marketing in this article or these amazing examples of businesses utilising AR ( link1 - link2 - link3) if you’re not convinced.
Value is still king
Much of the above is really about cutting through the noise and capturing the attention of your consumers. We’re becoming increasingly savvy about marketing techniques as a society. Where flash messaging and attractive images would have once worked, you now need a lot more to make your brand stand out from the crowd.
Marketing types have been harping on about providing value through content for a while now, but it’s still just as important as ever – if not more so. Trust, integrity and authenticity mean more to customers than they ever have. By giving them valuable content, you are showing them you want to create a relationship with them and that you care about their custom.
If you’d like to find out how you can take your marketing campaigns to the next level in 2020, get in touch with a member of our team today.