About this handbook
There is only one constant for marketers these days: everything changes. Digital technology and social media are reshaping how marketers work every day. At the same time, they have transformed the consumer-brand relationship.
Today’s connected customers literally have the world at their fingertips. If a brand fails to pique their interest or continue to earn their loyalty they can dismiss it with a click and move on. Digital channels pose marketers with their greatest challenge ever – but also opportunities for the early movers.
So, what challenges and opportunities does 2020 hold?
Some trends have been around a while. “Personalized marketing”, for example, has been a buzzword for years. But it remains a 2020 trend because so many brands still fail to embrace the personalization options available to them – and their audiences are very cognizant of this fact.
Then there is social media advertising.
The first line of code for the first social media site – Six Degrees – had probably yet to be completed before the topic of monetization came up.
That was in 1997. Fast forward to 2019 and paid social media just overtook print to become the third-largest advertising channel. In 2020, US advertisers are poised to spend $38B on social media advertising.
This is also a level playing field with small to medium-sized brands fueling the growth. The question for marketers is – which networks should they advertise on? And is just throwing money at social media advertising enough?
Meanwhile, the social media ecommerce options either available now or likely on the way are opening exciting new avenues for retailers that fit entirely with modern consumer purchasing habits.
Developing technologies are changing the game
Augmented reality has transformed from being a technology fair showpiece to a true marketing asset as the technology has become more available. Meanwhile, voice search looks set to take over as the primary online search activator in 2020.
Big changes on the way?
In 2018, we saw an upswing in the popularity of “micro” social media networks, with Tik Tok being the poster child. This led to many predictions that the top dogs like Facebook and LinkedIn would be knocked from their perches in 2019.
That proved premature. But for how long? How does the field look going into 2020? Where should your focus go? These and many other trends and questions are addressed in the 2020 Digital Marketing Trends Handbook.
Download the free ebook and discover what to expect.