Since we are nearing the end of 2019, and quickly approaching Q1 of 2020, we thought we would give you a heads up on what marketing trends to consider when you’re trying to reach your customers next year.
Video Remains King – This one is a no-brainer. Many surveys and studies show that video has been and is increasingly becoming the preferred way customers learn about products and services. These videos need to be easy to digest, transparent, and short.
Nobody is going to watch a three-minute, highly technical video, on Instagram for example, that explains your product or service. Those videos are helpful once you have already drawn the customer in, but for marketing purposes, keep it simple, visually appealing, and short.
Consumers and other businesses know when your message isn’t authentic, so stay true to your brand. Transparency with your marketing can go a long way to help you gain trust of your intended customer.
Another thing to consider is the platform your video will live on. In general, you want to shoot video horizontally, but for platforms like Instagram or Snap Chat, you should shoot vertically.
Google Ads – You may not know that Google Ads have been around now for 19 years. While it has always been a great, cost-effective marketing tactic for businesses, it is getting even better, and will become one of the standard marketing tools, moving forward. The smart bidding and automation on Google Ads allow for real-time optimization that will allow you to maximize conversions for a lot less money than you might spend with traditional marketing avenues.
Social Media Ads – You may have noticed by now that there is a theme here of digital marketing. You want to reach people where they spend most of their time. Social media apps are where people spend loads of time, so going into 2020, you definitely want to put marketing dollars into social ads on Facebook, Twitter, Instagram, YouTube and Snap Chat (depending on your target market). Of course, not all these platforms work for all industries, so research which ones your target demographics use. Like Google Ads, most of these apps allow for real-time optimization so you can see what ads are working and which may not be.
Digital Audio – If you listen to music or podcasts, there is a good chance you’re using a service like Spotify, Pandora, Apple Music, iHeart, etc. Guess what? It’s likely that your customers are too. Placing ads on these platforms can sometimes be costly but have shown to be very effective. These platforms have hundreds of millions of users per month and half of those users use free accounts that contain ads.
Spotify’s granular targeting allows you to narrow your audience by age & gender, language, interest & behaviors, playlist, genre, platform, location and time of day. That means you can get in front of the people you know are interested in what you are offering and not waste dollars on people who might just tune you out on traditional radio, for example.
Personalized Marketing / Retargeting – This is going to become a very important marketing tactic in 2020. Traditionally, marketing has been a company putting out generic ads to general market or targeted audiences. Customers want to become part of the experience and see your brand where they spend time. They are also more likely to engage with your brand if they feel they are getting something in return. Trends have begun moving into the personalized marketing space by offering coupons, free white paper downloads, etc. but this will become increasingly important moving forward.
This can seem overwhelming and challenging but utilizing a content personalization engine can make it easier. With this, you can capture information about audience such as where they are visiting and clicking, how much time they spend on a site, their purchase history, search terms, and a lot of other data. Then you can determine who your intended audience is, where your ads should go and how you can stay in front of them and provide them valuable recommendations based on their behavior.
Of course, there are other trends to watch out for in 2020 that you should begin to utilize to create an effective marketing plan. Other things to look for are:
- Interactive Content – This is content that is geared mostly to mobile users, which is where users are spending their time more and more. This includes marketing content, such as quizzes, surveys, guides, tutorials, VR content, calculators, etc.
- Voice Search – With the advent and popularity of Apple’s Siri and Google’s ‘okay Google’, it is important that your SEO search terms, and marketing are optimized to work with these services.
- Over-The-Top Marketing – marketing to the cord-cutters who use services such as Netflix, Hulu, Apple TV, etc.
Marketing is a constantly evolving and fascinating world. The technology available enables marketers to quickly and cost-effectively reach their intended audiences like never before. Customers now demand easy and fast to digest, personalized content. Using the above-mentioned trends, you will set your business up for a prosperous 2020.