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The planning of 2020 marketing calendars is well under way. There are a lot of predictions and trends about the upcoming year offered to marketers, and it can be difficult to decide which information to take seriously. We’ve found that instead of relying on speculation, using data-backed information that matches your brand’s purpose can help you get an effective jump start on the future.
To guide your planning efforts, we’ve gathered the Top 5 2020 trends that marketing professionals should know to effectively plan content, channels, and audiences in 2020, taken from our trend sheet: Top Digital Engagement Trends in 2020. We based our predictions on our work with more than 2,000 top global brands to bring you advice, including the focus on personalized experiences and the value of peer feedback.
In the coming year, personalized experiences will become even more important to consumers. In 2020, such experiences will no longer be a nice-to-have, they’ll be crucial. Research shows that, currently, eighty percent of customers are more likely to purchase a product or service from a brand that provides personalized experiences. In fact, Marketing Insider Group has already named 2020 “The Year of the Customer.” Marketing, they say, is no longer about convincing people to buy your brand’s products or services and instead, “the priority has moved towards providing fantastic customer experiences that will keep people coming back for more.”
For support gaining a holistic view of your brand’s marketing goals for each customer, and for help delivering the personalization your audience now expects, see our Khoros Marketing solution.
Though currently Gen Z might command just 40 percent of consumer shopping (still nothing to sneeze at), their power really lies in their command of household spending: 82 percent of parents say that their Gen Z offspring influence purchasing decisions for the household. You’ve seen claims that Gen Z’ers have an 8-second attention span, but really, they have an 8-second filter. In the coming year, marketers must find ways to connect with this fickle yet discerning demographic.
We know that consumers now trust their peers more than they trust brands, and in 2020 this trend is set to continue. Reviews and ratings from peers will be crucial to closing the deal with consumers in the year ahead. Not only that, but quantity matters: research has found that if two products have similar ratings, consumers are more likely to buy the product with more reviews. To encourage peer feedback, consider solutions like an online community, and see our trend sheet for even more ideas.
The importance of brand authenticity is not new: in fact, our experts predicted that 2018 would see the rise of the consumer activist. That prediction largely was realized as consumers became more willing to speak up about their purchasing decisions as well as defend brands, or boycott them, where they saw fit. Brand authenticity is now crucial, as eighty-six percent of consumers say that authenticity matters when deciding the brands they like and support.
How can a brand be truly authentic? Work to consistently speak to and deliver on your brand’s core values. In 2020, brands must look inside to better understand and convey their purpose. Some great ways to show your purpose include featuring employee spotlights and office events publicly. We offer a comprehensive strategy for building an authentic brand in our blog post.
During the lead-up to 2018, we predicted that understanding how to put social first would be critical for brands, including creating more short-form and livestream content. Now, putting social first means putting the types of people who do well with social audiences first, and that means influencers, rather than traditional celebrities. Younger generations inherently place more trust in social media influencers: 70 percent of teens trust influencers more than traditional celebrities. In 2020, we predict that more brands will invest in influencers. If your brand is one of them, you could earn $6.50 for every dollar spent.
For even more advice to guide your brand’s 2020 marketing efforts, see our trend sheet: Top Digital Engagement Trends in 2020.