Marketing is a dynamic field in a constant state of evolution, with changes driven by emerging technology, broadening consumer demands and an altered media landscape.
Thus, marketing professionals must continually tweak their clients’ strategic marketing plans to stay ahead of the trends – and ahead of the competition.
A decade ago, the concepts of geo-fencing, retargeting and social media advertising were beginning to gain steam. Newspapers and magazines were just starting to see some readers gravitate from print to digital formats. Companies had begun paying more attention to Search Engine Optimization and the factors that boost their name in search results.
As 2020 begins, the new year presents an opportunity to reassess your approach to marketing, advertising and public relations. Priority Marketing’s team of industry experts continuously studies the trends, including these five marketing trends that will dominate discussions in 2020:
Personalization
Gone are one-size-fits-all approaches to marketing, and in its place is a more personalized approach connecting businesses to consumers. Gartner predicts that 90% of online advertisers will use marketing personalization by 2020. The consumers of today want to see marketing and advertising that is relevant and applicable to their lives and interests, and personalized marketing leverages sophisticated data sets to tailor messaging to specific audiences and individuals. Data can show what consumers are shopping for, and buying, when they’re online. It can show which subscribers on an email list are opening e-newsletters, as well as what they’re clicking to read or if they’re even opening your emails.
Customer experience
Brand loyalty is never a guarantee, and customers now have more choices than ever. A Salesforce survey found that 76% of consumers say they’ll switch from brand to brand to find an experience that matches their expectations. According to the firm’s “State of the Connected Customer” report, four core elements define the customer experience: personalization, immediacy, consistency and anticipation. Auto-play videos and pop-up ads also are disappearing as consumers demand less obtrusive means of connecting with advertisers.
Short, engaging videos
Every day, YouTube users watch more than 1 billion hours of video, of which 70% is viewed on mobile devices where brevity is celebrated. Video viewers claim they retain 95% of a video’s message, so it’s incredibly important to create video that is as informative as it is entertaining. Video extends beyond fully scripted, 30-second TV commercials to also include made-for-social video clips, website videos and presentation videos and presentation videos. The shift to 5G networks will minimize buffering, making video an incredibly fast platform to reach the consumer.
Content is still king
Facing competition from near and far, businesses must demonstrate their expertise and authority to help build trust among consumers. Strong content marketing can generate sales and ultimately brand loyalty. In the internet age, complex algorithms determine whether potential customers will interact with your brand, or even see your website, so creating information-packed blogs, graphics and videos enhances your website’s Search Engine Optimization. With consumers spending nearly one-third of their day engaging with digital content, brands must create “scroll-stopping content” that is engaging, optimized and shareable.
Shoppable social posts
Imagine watching a video on social media about a new product, and then simply clicking to buy that product. Shoppable posts use technology to blend content with e-commerce, eliminating the need to pull up Google or log in to separate websites. Instagram Shopping describes its platform as “an immersive storefront for people to explore your best products” Simply tapping a product tag shows an image, product description and price, and brings consumers directly to your website.
Are you ready to create a stellar marketing plan for 2020? Contact Priority Marketing to turn on your brand with full-service marketing, advertising and public relations strategies. Check out our List of Services and call us today at 239-267-2638 or email info@PriorityMarketing.com.
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