Digital Marketing: Experience in 2019 vs. Value in 2020
23 de December de 2019
23 de December de 2019
The advances in Digital Marketing just keep on coming. Like the Internet, it is evolving at an inconceivable speed. Every year, new tools, strategies and trends emerge that transform the field. As a result, any marketing professional who wants to succeed has to embrace a constant quest and continuous exploration.
What does Digital Marketing have in store for 2020? Gain an insight into new trends and how they different from those we have seen in 2019.
In 2019, consumers firmly consolidated their position as the central pillar of Digital Marketing, supplanting the brand fairly definitively. In 2020, this trend will develop even further and the protagonism of consumers will continue to grow. In the field of advertising, for instance, we will see the rise of mindful marketing, based on empathy with society’s social, environmental and global problems, resulting in increasingly committed and responsible advertising.
Native advertising, a Digital Marketing trend of 2019, will also move a step further and strive to consolidate its importance through interactivity and the creation of experiences that are not just enjoyable but, most importantly, full of value. Meanwhile, segmentation will become more specific and messaging apps, such as WhatsApp and Facebook Messenger, will start to offer advertising spaces that are set to become key Digital Marketing platforms in the coming year.
Content will be another of the areas in which we witness huge differences between the Digital Marketing of 2019 and 2020. Consumer Generated Content (CGC) will no longer simply be a matter of posting reviews or rating a product, but rather will become a generalized trend in which all consumers can produce and share their content.
Moreover, experts predict a rise in more smart and valuable content creation that helps brands position themselves more as leaders in their area rather than simply retailers of products or services. Likewise, influencers will consolidate their status as key leaders in content creation and storyscaping, building stories around the customer experience, ending the reign of storytelling.
Moreover, in 2020, we will see the emergence and evolution of various tools that will continue expanding the potential of Digital Marketing. With 500 million users, Tik Tok, for example, will establish itself as one of the social media of the future. Pinterest and Instagram, meanwhile, will optimize their advertising spaces and will eventually become key ecommerce hubs. Another key development will be email marketing. In 2020, we will see a battle between attractive alternatives such as in-mail shopping, enabling consumers to make purchases directly from their email account, without having to leave their inbox.
Another key difference between 2020 and 2019 will be the development of new technologies that will facilitate process optimization and commercial operations, as well as internet connection. 5G technology, for instance, will continue its expansion, offering great levels of speed and capacity. Meanwhile, artificial intelligence will perfect data automation, which will enable stores to gather, interpret and use data more effectively. Voice assistances and advances in photographic search will be two other technologies that will determine and drive Digital Marketing in 2020.
What are your expectations for Digital Marketing in 2020? Can you think of any other difference compared to 2019?