As a newly graduate pursuing a career in the advertising and marketing industries, I’ve found a newfound love for the digital segment of the industry. Now when I say digital, you may think of social media or digital advertising but it goes beyond that. Innovation has led the industry to develop and utilize tools like Search Engine Optimization (SEO), Pay-Per-Click (PPC), content marketing, social media marketing and even my personal favorite, user interface and experience design (UI/UX). As practitioners in 2020, the digital marketing industry needs to invest in continuous research to predict any opportunities or trends that may be surfacing.
One major advantage the digital industry holds against all is the ability to continue operations during COVID-19 and even aid with services like Zoom or food/grocery delivery. This happens to be the first pandemic where the population has stable internet connectivity to continue their lives from home. Now the professionals at the Grazitti Interactive team predicted five trends organizations should capitalize and gain experience from during lockdown to maximize success.
Let’s review how these trends can aid businesses in not just staying afloat, but succeeding through 2020:
#1. INTERACTIVE CONTENT: Marketers are stating interactive content proves to be 93% more effective (23% more than static content) in ad success and retention. Some examples of this include 360-degree videos as seen on Facebook, shoppable posts promoting direct purchase through social media platforms, and quizzes/polls as available on Instagram stories or Twitter.
#2. AR/VR: This form of immersive technology is seen prominently on gaming platforms and even social media, through filters. Currently, AR/VR is still being experimented with in several organizations; companies utilizing this include Playstation VR, Oculus and Google Cardboard.
#3. NEW-BREED SEO: This trend refers to further developing SEO. Search organizations and several digital platforms are consistently updating their algorithms affecting search results. To continuously increase the conversion rate, it becomes important for the professionals to step in and implement proper research to stay on top of developing the most effective algorithm.
#4. SOCIAL COMMERCE: Marketers newly introduced the idea of merging eCommerce and social media to use social media platforms to directly shop for products. This is done through shoppable stories/posts, social commerce plugins/apps and social media advertising posts with CTAs to the product website.
#5. SMART BIDDING IN GOOGLE ADS: Bidding on the Google platform for advertising through PPC was initially done manually. In 2020, it is expected for this to become automated.
As summarized by Social Media Today’s article, the sudden increased dependency we’ve placed on the internet will lead to several new trends emerging by the end of 2020. As marketing professionals, it becomes our job to go beyond daily operations to discover and plan for the future. These trends help us understand how to recruit and train our workforce so we don’t fall behind.
Imagine spending 3, 5, 7, 10 years creating content about topics you love out of pure passion. Working through decision fatigue on what to create, what platform to focus on building, and not knowing the latest marketing monetization strategies to actually make money. Only creating from a place of inspiration because you care and have a message to share for years before making a dime. The dedication and consistency is what builds audiences that LOVE your media channels, listening, watching, liking, and sharing your content on a regular basis. That’s what majority of influencers have done to build their channels.
So why work with influencers to create content for you:
Reason #1: Audience
If you are looking to break into a new audience and build brand awareness working with an influencer is a good path to explore. An influencer knows it’s audience better than any SEO search so they know what content to create that will motivate, inspire, and trigger to get a response. They’ve built trust through years of content creation and testing out new ideas to engage their audience.
Reason #2: Creative
When you find the right influencer to work with they can be an extension to your business adding to the creative content department. Creative content is a pain point in a lot businesses and why organizations for years have paid big buck to marketing agencies to take this off their hands to make the commercial, promo video, and ads. When you have someone who’s outside of the organization, who’s built an audience, and can play in their strength it will be an added value to any brand and business.
It’s not just any content that’s being created from influencers, it’s dynamic! Ideally, working with an influencer they are coming to the table with ideas for videos, social media, and ad content that will seamlessly incorporate the brand into their audience. Since they know their audience best let them lead this conversation and find a common working ground to let them move forward on their ideas. This type of content is the win-win-win for the brand, the audience, and the influencer’s media channels.
Reason #4: Consistency
Consistent content with any media channel is key to creating brand awareness for a business. When you have an influencer who’s outside of the organization not distracted by the day to day operations of a company, leaving them to create consistent dynamic content is something most brands didn’t even know they needed.
Reason #5: Strategic
It’s a strategic move for an organization to outsource content creation to an influencer who’s put in the creative work to build an audience. It’s an immediate traffic source to tap into and create brand awareness. There’s an opportunity to put paid marketing dollars behind the content and boost it’s engagement creating more opportunity for a brand.
On average it takes a person 5-7 impressions to link a brand’s logo to the company. Add in another 7 impressions for them to remember it in the abyss of brands that are being marketed to them daily. When you work with an influencer to create dynamic consistent content you’re increasing your odds of your brand being recognized faster and identified by a trusted source. Good luck on your road to content creation with influencers!
Valerie Viramontes is a purpose-driven entrepreneur, women’s and girls empowerment leader, conscious marketing expert, media strategist, and founder of V2 Solutions & Girl Hacks.
Valerie created her boutique agency specializing in product launches and sponsorships for health conscious podcasters, influencers, and wellness companies. She uses her experience to create win-win-win deals for her clients, brands, and audiences. This has put her behind launches of companies and products with sales into the millions working with brands like Spartan Races, Barbell Shurgged, The Strong Coach, Complete Human and so many more!
In Valerie’s free time she is a catalyst to remind young women of their inherent wisdom, intuition and power, and guide them to access the confidence within to make healthy choices in their lives. Add in hiking, dancing, reading, exploring new places to eat and she’s in her happy place!
Consumers are showing greater concern over how data is gathered online and in apps and smart devices, according to a new study by GroupM, the media investment arm of WPP. The research was conducted in December by GroupM’s Audience Origin (formerly LivePanel) and included 1,000 U.S. consumers.
The findings indicated a decline in the number of consumers who feel comfortable sharing their data on health tracker apps or to allow smart home devices to automatically order refills for household items.
Sharing info. Over three quarters (77%) of respondents strongly or somewhat agreed with the statement: “I worry about how companies use my personal data online.” This was up from 72% in last year’s report.
Also, only a small percentage of consumers believe that the company who makes a device in the home, or its software, should have access to the data. That number is 5.4% in the current study, down from 6.9% in the previous one.
New tech. Consumers are less enamored with new technology in their house. Only 51% of respondents in the survey agreed with the statement: “It’s important my household is equipped with the latest technology.” The survey the previous year had 54% agree.
Also, 32% somewhat or completely agreed that new tech “confuses me,” up from 28% the year before.
Why we care. In this study, the numbers appear to be consistently in the 5% range for drop in consumer sentiment around privacy, data and new technology.
It’s not a massive drop, but it’s not nothing either. Individual brands can overcome this barrier by managing a better conversation with their customers about their privacy and data practices.
Take, for instance, the wide disparity in the way email subscriptions are managed. Some brands offer a one-click unsubscribe, while others hide the option behind a number of additional screens and questions. Marketers can cut through with transparency, and the ones that do will be ahead of the game as privacy law catches up in the states.
About The Author
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.