With advancing technology, changing audiences and an ever-changing approach to marketing best practice, year in year out the landscape of the marketing industry doesn’t stand still.
At the end of each year the Entyce team gets together to discuss what we think the coming 12 months will bring for the marketing world. And this year was no different. Take a look below at what we think is in store for the marketing industry in 2020:
Social and shopping integrations
Social media is a dominant force in the marketing world, and for good reason. With data showing that Facebook alone has over 2.4 billion users, that’s one in three people globally. Failing to tap into the power this represents can severely impact upon the success of your marketing strategy. For e-commerce businesses, social media has, for many years, been used as an effective advertising tool to encourage people to click through to their website and purchase goods.
However, the last few years has seen the emerging trend of selling items directly through social media platforms. Take for example, Instagram; research has found that 72% of Instagram users have purchased an item through the app, an astounding figure that really shows the power that social media has on e-commerce. This is something which we predict will increase dramatically amongst brands over the next 12 months.
Influencers have become a huge part of the marketing and advertising world over the past few years. This year, however, the industry was met with a great deal of criticism as influencers were accused of promoting products that they had never tried, that were dangerous or that promoted an unhealthy lifestyle to the consumer. A recent BBC Three documentary highlighted just how easily swayed some are, when unsuspecting celebs and influencers were asked to promote a fake drink made with hydrogen cyanide, and readily agreed in return for a hefty sum.
As a result of this and many other controversies over the past year, we expect 2020 to have a strong focus on the regulation of influencer posts.
As people become more and more aware that they are being advertised to, they are looking for innovative new ways to hear about brands that differentiates a brand from its competitors. As a result of this we expect to see personalisation within marketing skyrocket. Data backs up the theory that this will be an effective tactic, with 90% of 1000 people surveyed stating that they found personalised marketing appealing. To carry personalisation out effectively, marketers should be prepared to send out highly targeted e-shots, write very specific content and have a very detailed target audience of social advertising.
Increased use of video
The increased use of video in digital marketing has been a contender on our list of predications for the past few years, and so far we haven’t been proved wrong. As consumers continually expect information to be readily available at the click of a button, video supports this well, as it eliminates the need to viewers to have to take the time to do their own research or spend time reading, whether it be on a particular product or service.
Video provides brands with the opportunity to add their own personality to whatever services or product they may be offering, thus further converting the potential customer who is seeking guidance and advice from an expert. We’ve certainly witnessed the benefits our clients have experienced by including video within the mix of marketing services we provide at Entyce. Find out more about video and if it could be right for you in 2020 here.
Will these predications come true? Follow Entyce on Instagram and Twitter for updates throughout 2020.