Marketing Predictions 202028.01.2020
2019 was the year sustainability was brought into the spotlight, influencer marketing continued to boom, women’s football reached a new high with the World Cup, and a new social platform, Tik Tok stormed the internet.
Pantone have named the colour of 2020 as ‘Classic Blue’, a colour that anticipates what’s going to happen next – so we’re going to flex our Marketing predictions for the year ahead.
We believe that 2020 Marketing will be focused around…
Moving towards sustainability
2019 was only the start when it comes to sustainability, with the new year once again starting with Veganuary reaching record numbers, supported by multiple huge food chains noticing the hunger for tasty alternatives.
The focus isn’t just in the food and hospitality market, brands across all industries are feeling the pressure to become more sustainable. Whether this is through recycling initiatives, decreasing carbon footprint or just spreading the news on making small changes. Consumers want to hear about it – so it’s the ideal time to shout about your new plans.
Senior Marketing Executive at 9 Group, Olivia Rawson tells all on her sustainable marketing prediction
The truth is important to me, as it is to most millennials. We have been the generation to call out brands and highlight how important being transparent and ethical is to our buying decisions. Brands need to offer consumers a guilt-free purchase. No fast-fashion, employee exploitation or inflated versions of the truth. Not unless they want a Rogue Traders style office invasion with a camera crew in tow. It’s time to be accountable.”
Making it personal
Personalisation isn’t going anywhere, and it’s only going to become more essential throughout 2020. With the increase of quick purchases like Instagram shopping or ordering through Alexa, the customer interaction is shorter so the touchpoints that consumers receive will need to work harder to create a relationship with the brand and strengthen any brand loyalty.
We’re no longer greeted by a friendly Sales Assistant in a shop, who supports us throughout our purchasing journey. We’re on the move. Quickly ordering online at our earliest convenience. So our Marketing needs to become smart, focused and definitely more personalised.
Group Marketing Director at 9, Mark Saunders shares his thoughts
Having an innovative, disruptive, design led product, being a beguiling writer, or illustrating like Michelangelo will no longer be enough. Marketing needs a team of content genies who can imagine it, create it, tell it and bolt it all together in a personally relevant fashion. This will require new decade levels of differential talent to break free from their copy and creative silos, square up to the challenge and make some noise. It will be fascinating."
Social media is no longer just a place to just post your exotic food pictures or selfies, it’s a now a business. The influencer marketing industry is on track to be worth up to $15 billion by 2022, up from $8 billion in 2019.
With brands targeting social influencers, specifically on Instagram to tap their campaigns, products or services to their thousands of followers. It’s like word of mouth, but on a colossal scale with a quicker call to action and easy user experience.
This call to action is just getting easier and will continue to throughout 2020. It’s the perfect opportunity for brands to profit from. Influencers, sponsorships, paid advertising, gifting – there are so many ways for brands to continue benefitting from this new digital marketing movement throughout the coming year.
Digital Marketing Director of revvd, Phil Cooper comments
Business services remain the achilles heel of social outreach. Thought leaders on LinkedIn tend to stick to their own niche, market trends and the biggest issues of the day.
Search remains the best way to be found, and this applies just as much to LinkedIn, Twitter and YouTube as it does for Google."
Watching over reading
The way we absorb information is always changing. Living in a fast-paced era means that we need information quickly and easily – Video Marketing.
72% of customers prefer learning about a product or service through a video.
It’s not a new discovery and brands have been continuously trialling this media type and seeing results over the past few years. But there are still a lot of businesses that haven’t yet experimented in the art of video, so we expect to see this number continue to rise, especially in the B2B space.
At 9, we started to explore with video Marketing last year and can already see the ROI so this is definitely an avenue we’ll continue with and begin offering support to our own Partners in the Channel.
Head of Customer Marketing, Louise Abbey, shares her thoughts and predictions
This hive of activity from both consumers and advertisers means that competition is fierce. Marketers are working harder than ever to capture the attention of their viewer, as the space is so crowded – we have all observed something similar with Email Marketing over the past decade.
This pressure acts as a catalyst for innovation from Marketers and video producers. In the creative space, innovation often sees us looking backwards, towards more traditional methods. Rather than gimmicky attempts to stand out, I hope to see interesting concepts around personalisation and storytelling, alongside beautiful videography that highlights that video can be an artform."