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Marketing 2020: Trends, Predictions and Planning for the New Year

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Marketing 2020: Trends, Predictions and Planning for the New Year

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Marketing 2020: Trends, Predictions and Planning for the New Year

  1. 1. Trends, Predictions and Planning for the New Year Marketing
  2. 2. 7 big marketing 2020 trends General Marketing trends Social Media Marketing trends Mobile Email Marketing trends Video Marketing trends Events & Meetings trends Pay-per-click (PPC) trends SEO and Search Marketing trends
  3. 3. General Marketing Trends • Lifecycle Marketing • Conversational Marketing • Insights-driven Marketing • Marketing Technology • Consumer Privacy and KYC • Digital Transformation and Marketing Transformation
  4. 4. Print/DM SocialMedia TOFU-LandingPage Homepage Productpage Newsletter Newsletter Salescalls SEO ContentMarketing Paid media Owned media Earned media Experience Lifecycle Marketing REACH CustomerInteractionsandValue Time ACT CONVERT ENGAGE Demand generation and purchase intent Prospect - Database contact Repeat Customer and Advocate Lapsed Customer MQL Customer Lead Nurture + Engage others in Buying Unit
  5. 5. Conversational Marketing Expectations Time Innovation Trigger Peak of Inflated Expectations Trough of Disillusionment Slope of Enlightenment Plateau of Productivity Blockchain for Advertising Personification Customer Journey Analytics Real-Time Marketing Artificial Intelligence for Marketing Personalization Engines Over-the-Top TV Advertising Visual Search for Marketing Consent and Preference Management Customer Data Platforms Mobile Wallet Marketing Account-based Marketing Platforms Event-triggered Marketing Scannable Marketing Identity Resolution Predictive Analytics Ad Blocking Multitouch Attribution Multichannel Marketing Hubs Ad Verification Mobile Marketing Analytics Location Intelligence for Marketing Shoppable Media Advance Supply-Side Bidding Conversational Marketing Native Advertising Influencer and Advocacy Marketing Less than 2 years 2 to 5 years 5 to 10 years Influencer and Advocacy Marketing Plateau will be reached:Gartner Hype Cycle for Digital Marketing and Advertising, 2019
  6. 6. Insights-driven Marketing What are the most desired skills for your digital marketing hires in 2019-2020? Data Analysis Marketing Automation/ Software Expertise User Experience Design Video Production and Editing Coding/ Development Content Editing and Writing Graphic Design Program/ Project Management Social Media Listening & Publishing SEO/SEM Expertise Paid Media/ Programmatic Advertising 41% 38% 36% 31% 29% 29% 28% 28% 26% 8% 6%
  7. 7. Marketing Technology Fa ns Visi tors RE ACH Ref erral Re peat ENG AGE Le ads Sha res A CT AO V Sale s CONV ERT R A C E GOAL
  8. 8. Consumer Privacy and KYC Database Check Hooyu Identity Score Digital FootprintPEPS and Sanctions Biometric CheckID Document Validation Adverse MediaProof of Address GeolocationFraud Rules
  9. 9. Digital and Marketing Transformation Digital Experience People with Digital Roles Departments
  10. 10. Social Media Marketing Trends • The Digital Detox • Communities on Social Media • Micro and Nano-influencers • Alternative platforms • Social Media as Customer Service • The continued growth of Stories
  11. 11. The Digital Detox 29%of people deleted/removed social media because they felt overloaded by it What was your reasoning for deleting/suspending/reducing your social media usage? Overload Addiction/ Time Waste Lack of Trust i.e. Fake News Privacy/Data Concerns Mental Health and Well-being Digital Detox Others 40%20%0% 29.0% 27.2% 26.7% 21.4% 21.1% 14.4% 14.4%
  12. 12. Communities on Social Media Fa ns Visi tors RE ACH Ref erral Re peat ENG AGE Le ads Sha res A CT AO V Sales CONV ERT R A C E GOAL
  13. 13. Micro and Nano Influencers Average Engagement Rate on Instagram and Twitter in 2018 We analysed 100,000+ influencer profiles across leading influencer Marketing Platforms <1,000 followers <5,000 followers <10,000 followers <100,000 followers 100,000+ followers 7.2% 1.4% 1.2% 0.6% 0.4% 0.3% 5.3% 3.7% 2.1% 1.1%
  14. 14. Alternative Platforms Monthly Users 2 B 2 B June 2017 1.5 B June 2017 1.2 B Feb 2017 1.2 B April 2017 889 M Dec 2016 700 M April 2017 328 M April 2017 255 M (Approx) May 2017 1.5 B 1 B 500 M Facebook YouTube Instagram Twitter Whatsapp Snapchat Messenger WeChat
  15. 15. Social Media as Costumer Service Email and Phone remain the “BIG 2” customer communication channels In the past 12 months, how have you communicated with organizations? Email Telephone Website Online chat Face to face Social media Smartphone app Chatbots One-to-one video calls Video messaging Other 0% 35% 70% 65% 55% 42% 33% 31% 28% 28% 13% 7% 5% 2%
  16. 16. The Continued Growth of Stories Average days with Stories within a month by profile size <10K followers 4.5 9.3 14.4 6.9 >10K and <100K followers >100K followers Profilesize Stories per month Median 0 7.5 15
  17. 17. Email Marketing Trends • Mobile Email Marketing • Email copy and design trends • Artificial Intelligence • Trust in Email Marketing • Data-driven Email Marketing
  18. 18. Mobile Email Marketing % traffic by device % revenue by device Mobile Desktop Tablet 53% 56% 37% 32% 10% 12%
  19. 19. Email Copy and Design Trends Our attention spans are reducing and it makes sense that email design addresses this.
  20. 20. Artificial Intelligence Predictive personalization Smart segmentation Automated workflow Optimized subject line and email content Send time and email frequency optimization Multivariate and A/B testing Analytics
  21. 21. Trust in Email Marketing Email and Phone remain the “BIG 2” customer communication channels In the past 12 months, how have you communicated with organizations? Email Telephone Website Online chat Face to face Social media Smartphone app Chatbots One-to-one video calls Video messaging Other 0% 35% 70% 65% 55% 42% 33% 31% 28% 28% 13% 7% 5% 2%
  22. 22. Data-driven Email Marketing Set to Evolve - A/B testing is a fantastic means of optimizing the wording and content of your emails to provide the greatest possible levels of engagement and ROI.
  23. 23. Video Marketing Trends • Video personalization • A Data-first approach to Video Marketing • Long-form Videos • 360-degree Videos • Integrating Videos across the Marketing Funnel
  24. 24. Video Personalization What are the Primary Strategies for generating higher quality leads? Improving the personalization of marketing efforts Improving content & content engagement Improving data management tools/platform Improving 3rd party lead sources Improving lead quality metrics used Improving the data cleaning process Improving AI and prediction technology 60% 57% 30% 28% 28% 15% 11%
  25. 25. A Data-first approach to Video Marketing Old TV-led approach Data-driven approach 0% 15% lift 51% lift 50% 100% 130% No lift 8.5% lift No lift 17.4% lift No lift 122.3% lift No lift 37.5% lift Ad Recall Consideration Purchase Intent Brand Interest Product Interest
  26. 26. Long-form Videos Videos can last longer than 90 seconds, how much time do people spend watching a video? 0% 5% 10% 15% 20% 25% 30% Audience Engagement Percentage Video Length 0-2 minutes 2-5 minutes 5-15 minutes 15-45 minutes 45+ minutes 51% 30% 12% 5% 3% Longer pieces of content engage more but marketers produce shorter videos Percentage of videos produced
  27. 27. 360-degree Videos One brand that saw great results from a 360-degree video was Kit Kat, which used the format to showcase its matcha chocolate bar. The YouTube campaign resulted in a completion rate that was more than double the average on the video platform. It also managed to deliver an impressive 35% increase in consideration and a 100% rise in ad recall.
  28. 28. Integrating Videos across the Marketing Funnel 2020 brands are more likely to start integrating video across their entire marketing funnels. Videos at the brand awareness stage can help drive people to your website, with 53% of consumers engaging with a brand after viewing one of their videos on social media. They are also beneficial through the nurturing stage, especially within emails, as they can help to increase the click-through rate by up to 300%.
  29. 29. Events & Meeting Trends 25-30% of marketing budgets spent on live events 75% of Generation Z book their travels on a mobile device The rise of digitalization: 52% increase on event websites created 48% of itineraries are revised due to security threats
  30. 30. Pay-per-click (PPC) Trends • PPC automation • The impact of AI on PPC • Video advertising • Amazon paid ads • Responsive search ads
  31. 31. PPC Automation Robotic Process Automation Machine Learning Make Data Available for Machine Learning System based on rules: Automate easy tasks 1. Access Legacy Systems 2. Screen Scrapping 3. Automate form fills 4. Copy data from one system to another Artificial Intelligence Continuously Improve Performance Mimic Humans Learn Feature Extraction Data Classification 1. Making fast judgments 2. Interact with humans 3. Perform tasks
  32. 32. The Impact of AI on PPC Machine Learning Propensity Model AI Application REACH CustomerInteractionsandValue Time ACT CONVERT ENGAGE Demand generation and purchase intent 1st Purchase Indecisive Customer Lapsed Customer Repeat Customer Loyal CustomerSmart content curation Programmatic media bidding AI generated content Voice search Propensity modeling Ad targeting Predictive analytics Lead scoring Dynamic pricing Web & App personalization Chat bots Predictive customer service Marketing automation 1:1 Dynamic content emails Re-targeting
  33. 33. Video Advertising The average user spends 88% more time on a website with video
  34. 34. Amazon paid ads Advertising Platforms Google Merchant Amazon Advertising Facebook
  35. 35. Responsive Search Ads Responsive Search Ads adapt to device widths and lets Google automatically test 15 different headlines and four descriptions using AI
  36. 36. SEO and Search Marketing Trends • The importance of brand for SEM marketers • Multilingual SEO • Voice and Written Search • Integrated SEO
  37. 37. The Importance of Brand for SEM Marketers Due to the current economy, spend on TV and above-the-line advertising isn’t really growing, with brands choosing to shift their budgets into digital performance marketing.
  38. 38. Multilingual SEO Quality content is also highly applicable in a multilingual SEO strategy. If webpages are translated wrongly, currencies, date conventions etc. misused, it affects the user experience negatively leading to a high bounce rate.
  39. 39. Voice and Written Search 50% of all searches in 2020 will be voice searches.
  40. 40. Integrated SEO In a competitive space, you often need to bring SEO considerations into other channels while putting your audience and the desire to get people to your website first and foremost.
  41. 41. 2020 Philippines Consumer Trends 1. Consumer spending remains buoyant amidst economic expansion 2. Expanding middle class driving increased demand for wide range of products and services 3. Filipinos leapfrog fixed broadband and go straight to smartphone 4. Consumers increasingly choosing to live in smaller households 5. Consumers embrace social media
  42. 42. Thank you!

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