A Marketing Vision for 2020
Created On: January 7, 2020
As we take stock of changes in the marketing world over the past several years, adaptability has definitely been key. Creating a well-informed strategy that can pivot as required to meet the ever-changing needs of our consumers is a vital practice — and no strategy would be complete without a well thought-out vision for the future.
It’s clear that digital marketing and advertising are evolving faster than ever before. Here are some of the most timely ideas we’re focusing on in this fast-paced industry as we step into the next decade.
- Building Up First-Party Data. As discussions about consumer privacy continue to make an impact, it is more important than ever to leverage your CRM to build lookalike audiences and develop gated content to grow your email list.
- Interactive Content. From augmented reality features to quizzes and polls, interactive content provides enticing ways for consumers to interact with your brand. Developing content that allows individuality and creativity has been shown to resonate with people, and because technology is allowing us to increasingly integrate this content into everyday life, opportunities for growth in this area will continue to grow.
- Schema Markup. Essentially, schema markup is the language of search engines. In the past, most SEO strategy was built around appearing high up in search engine results. Now, however, the goal is no longer to grab that coveted top position, but to actually have a snippet of text appearing above the search results. While schema has been around for several years, Google’s use of new markup types that are integrated into the actual search results means this is a vital piece of the puzzle to utilize in 2020.
- Keeping Up With Social Changes. Social media is one of the fastest evolving sectors in digital marketing & advertising. In 2019, we saw the growth of shopping posts, branded contests on Tik-Tok, and the beginning of the removal of likes on Instagram. We expect 2020 will continue following this pattern of rapid development. One trend we are seeing is that social is no longer just about short and sweet content — on Instagram, for example, longer captions are resulting in more engagement. A research study by Fohr estimates the average caption length of Instagram posts in 2020 will clock in at 405 characters — which averages out to be 65-70 words, double what people and brands were writing on the platform in 2016.
- Integration of Artificial Intelligence & Machine Learning Into Marketing. Leveraging data to enhance your customer’s experience presents massive opportunities. In particular, Google has launched its responsive search ads, which use machine learning to optimize ad campaigns. As with any new technology, companies should stay vigilant and continue to look at their data to see how it impacts online conversions and the overall customer experience.
- Voice Activated Search. This year, it’s estimated that half of all online searches will be made through voice search. That’s because devices and features like the Amazon Echo, Google Home, Cortana, and Siri are becoming ever more ubiquitous. By 2022, 55% of households are expected to own smart speaker devices. Take stock of your current SEO practices to stay on top of this evolution in how we use the internet.
- The Power of Influencers. In addition to the big players like the Kardashians or other reality TV stars, brands are now creating partnerships with micro-influencers whose content is often more authentic and relatable. We’re also seeing the creative use of influencer marketing for niche markets that work by finding their target demographic on unique platforms, rather than using a catch-all approach.
What ideas are you focusing on for marketing strategy in 2020? Leave a comment below to share your insights! Your team at Decode is ready to collaborate, provide insights, or reach out if you’d like help with your own marketing efforts in 2020. Contact us today to learn more!