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Digital Marketing Trends and Predictions for the Year Ahead – Part 2
Ilya Nasedkin • 17 January 2020
In part one of our 2020 digital marketing trends report, we talked about the big brains in digital and some of their joint predictions for trends expected to become or remain prominent over the coming year.
Thus far we’ve discussed the increasing rise of snackable video which has been helped along by social platform Tik Tok, the increased realisation and need for digital transformation services and continued growth in the voice assistant sector.
These aren’t the only trends we’re expecting to see in the digital space this year, here are a few other big expectations:
Inclusive Marketing Approaches
Expect to hear this and other buzzwords which are similar and mean the same thing being thrown about a lot this year. While many would suggest the snowflake generation of over empathy and over the top approach to ‘include everyone’ as a negative manifestation of modern society, it is synonymous with how the maturing generations feel and what they crave from their favourite brands.
Expect to see an exaggerated approach for brands to elaborate and share their perspective on social issues in order to remain current and create a deeper relationship with the younger generations. Subjects including race diversity, gender neutrality and cultural acceptance will feature high on the agenda. Alongside these ongoing social issues there will undoubtedly also be an increased emphasis on current topical subjects at a given point in time which includes global recognition of overseas issues including the likes of the support for Australia’s current bush fire tragedies.
Expectations for Flawless Mobile Customer Experience
The year of mobile has come and gone and we’re living in a post mobile first world now where designing digital strategies and delivery with a mobile first mentality should be every marketer and business owners default setting when it comes to digital and advertising.
Consumers have adapted and have now reached a point in their technological user behaviour in which they simply won’t accept multi-channel short comings, particularly where the mobile channel is concerned. You simply can’t afford to have a sub-standard mobile device experience for your customers and your audiences in 2020 and beyond. You’ll lose brand integrity and you’ll see a plummet in conversions if your mobile execution isn’t on top form.
Flawless mobile website and content consumption experiences as well as highly functional and reliable apps are now a necessity for any brand or business expecting success from here on out. Your customers will punish you hard for not meeting their expectations, particularly when your competitors do. This includes all your advertising channels, social, website, email, video… the works!
Brand Ethics and Transparency
This is another trend which exists as a whole rather than purely within the digital space but none the less one that can’t be ignored. Generation Z and future generations, those born onwards of 1995, have a newfound interest and passion for ethics and their part in changing (saving) the world.
Expect future consumer generations including Generation Z to be more demanding of brands to be open about the ethics of their business and how it’s run. They will also expect to see how any successful brand is ‘giving back’ to society or the planet in tandem with their success. Factors like this will be increasingly important when winning over new customers in 2020 and beyond.
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