2020 is a tumultuous year in the market and particularly in the Marketing industry because of the impact of the global pandemic.
So if businesses want to stand firm in the present period and in the coming time, what marketing strategies do they need? How will Digital Marketing change in the approaching years? Will social media still be an effective channel for implementation?
In this article, we will recap the facts, figures and businesses’ reports so that marketers can better orient in the years to come.
1. Content Marketing will be “Content Selling”
Up to now, more and more marketers have realized the importance of content marketing.
According to statistics from Content Marketing Institute, 93% of successful B2B Content Marketers say they focus a lot on content.
Companies and businesses are also changing the trend of approaching content to “Content Selling” in their content scenarios.
Basically, Content Selling is content created for the needs of selling. The marketer team needs to have a clear content strategy and align it with the marketing plan and customer experience journey.
More importantly, you need to measure the performance of Content Marketing with sales by setting reasonable KPIs.
You might also wonder:
- How many leads were created by Content Marketing?
- Does your current content marketing nurture existing customers and build loyalty?
2. Super-targeted advertising trend
If you are working in Marketing, surely the term banner blindness is no stranger to you.
What does this mean?
Banner blindness means website users are slowly ignoring elements on the page they perceive as advertising. When they feel uncomfortable with bad ads, they even don’t really care about good ads.
According to a study by Digital Connections, 49% of users will ignore a brand if it advertises too much or users think it is an irrelevant advertisement. Meanwhile, 36% of users are likely to make a purchase from a brand with ads related to it.
Therefore, it can be understood that super-relevant ads used for precise targeting will help your brand sell more easily.
3. The trend of voice search
Voice advertising is the current trend.
In the US market, sales from voice advertising are expected to reach about 40 billion USD by 2020.
So, has your business begun to optimize for voice search?
4. New positions in Marketing
The current growth and explosion of Big Data lead to the need to analyze and interpret these data for each enterprise.
Thus, new positions in Marketing will be increased, including Market Research Analysts – a new position that many businesses need in the near future.
Demand for this position will grow at about 41.2% in 2020, according to Boston University’s prediction.
Besides, other positions such as Growth Hackers are also developing, these are personnel who will use different Digital Marketing strategies and have more experimental, minimalist approaches than now to do Marketing.
5. Personalization trend
90% of brands will need a form of personalized advertising and marketing for their customers by 2020 (according to Gartner).
Meanwhile, some form of personalized advertising has been used recently, other platforms will also explode the trend of personalization shortly.
Take Amazon as an example, right on their homepage, they analyze users’ past behaviours and recommend or promote products that users may be interested in.
6. Sales and Marketing will need to be aligned
The advancement of technology and automation platforms are increasingly making the line between Marketing and Sales more blurred.
About a third of the respondents said that marketing automation would be a condition for closer cooperation between sales and marketing activities.
Hence, in the future, we can see coherent work between the Sales and Marketing teams. In some companies, the two will even merge.
7. Investing in Digital Marketing will enhance
As more and more companies have a substantial ROI of digital marketing spend, the investment in this channel will steadily increase.
The Drum predicts that the global Digital Marketing Software(DMS) market is touted to rise from 37.48 billion USD in 2017 to 74.96 billion USD by 2022.
The market will grow more due to enlarged investment in Digital Marketing. According to CMO, 87% of the marketing budget will be used for Digital Marketing by 2022.
8. New behaviours of customers
Anticipating that Gen-Zers will account for about 40% of total consumers in 2020. So, how to market to this audience?
- Working with Influencer – KOLs: Gen-Z is the generation that will engage a lot through social networks. It is estimated that 86% of female users use social media to make purchases. Therefore, using influencers and KOLs is the channel that businesses can deploy.
- Focus on content video: According to a Wyzowl survey, 95% of people watched videos to learn more about a product or service in 2018.
- Be transparent: Gen-Z values the transparency of products and they rely on it to buy.
9. Transparency in advertising
94% of consumers said that they will become loyal customers if the brand provides transparent information about their products/services.
As a result, you may find that businesses that do not provide explicit information in their ads are ignored by consumers.
In line with GDPR regulations in 2018, we can also see the importance of transparent customer data processing.
10. Developing apps for products
Currently, all operations and searches are performed on mobile devices, and so far there has been no sign of decline.
According to AdAge, mobile payments will increase to 65 billion USD by the end of 2020 in the US market alone. Consequently, the development of 5G technology enables marketers to use mobile data and convey their messages and advertisements more simply.
11. New Social Media manners
This may seem unbelievable but today, people tend to spend less time on social media, moreover, there are quite a few users who have cancelled their social media accounts.
32% of all users in the UK and US say they have closed their social media accounts in the past 12 months (according to Global WebIndex).
What does this mean for marketers?
First of all, this confirms you need to create more engaging content, for example using VR & AR technology.
Second of all, businesses can choose to add other marketing channels such as Email, PR,…
12. Just-in-time Marketing
Just-in-time Marketing means that businesses need to create a “Right product – right quantity – right place – right time” marketing strategy.
Accenture Interactive believes that about 38% of the companies as just-in-time marketers have increased their annual revenue by up to 25%.
How to apply just-in-time Marketing in practice?
Marketing Automation Platforms deliver your messages to your consumers at the right time more efficiently than traditional marketers’ jobs.
13. The evolution of AI
We are entering a stage where AI is no longer a buzzword to both marketers and users. AI technology was soon integrated into Digital Marketing and also brought a great impact on this advertising channel.
According to Gartner, AI features will be in most technological software by 2020.
Ecomobi’s apps are no exception. We apply AI to the Chatbot and Tracking system to help automate customer care and complete orders.
All of the above are predictions about the trend of Digital Marketing to 2022. Hopefully, through the article, you have a better overview of this industry in the coming time and have strategic directions for your work and business.
Thank you for reading the article.