The new decade is here. The last ten years in digital marketing heralded the rise of multimedia social media campaigns, video-first marketing, content marketing, natural-language SEO optimization, and a decided move towards a customer-first approach.
The rise of the iPhone – and other smartphone technology – combined with fast internet speeds led to an increase in the mobile-first approach through custom apps, notifications, and integrated out-of-home advertising. So what digital advertising trends should you pay attention to for in 2020 and beyond?
We’ve analyzed the trends advertisers are excited about and have a list of the five best ways to engage with your future clients in 2020 and beyond.
5 Trends in digital advertising
1. Social media marketing is growing up and embracing responsibility – and so should the brands that use it
Social media ads may be getting more expensive and competitive, but they’ll continue to play a critical strategic role in customer acquisition and retention. Still… consumers are becoming more cautious about what they see in their feeds.
The aftermath of the Cambridge Analytica scandal – and the fallout from alleged attempts to influence the due process of multiple international elections – left a sour taste in the mouths of social media users.
That’s why while using social media to grow your brand and business will still be an incredibly valuable asset in 2020, it’s crucial to think about transparency in your marketing. If there is even a hint of underhanded tactics, then your efforts could fall flat or have negative consequences for your brand’s reputation. The upside is that now that consumers are more aware of manipulations by bad actors, they’re also more loyal to brands that are honest with them.
If you want to use social media effectively in 2020 – both organically and through paid ads- lean into story and customer-focused content. Talk about the socially responsible initiatives your brand supports. You can also use your social media accounts to bring attention to the initiatives your customers support by sharing their stories.
2. Focus your marketing campaigns on your customer
Previously reserved for luxury brands like Rolex or Ferrari, businesses of all sizes can create luxurious, personalized experiences for their customers by relying on digital data.
Your customers want to feel special when they’re buying your products and services. And while data has been used in dodgy ways by unscrupulous corporations, our increased access to user data means that you can create personalized experiences at scale. It’s the path to affordable luxury.
So what kind of data should you collect? And how should you use it? You need both qualitative and quantitative data to understand your customers and create compelling ads and marketing materials.
Qualitative data tells you about what your customers are doing – what they’re clicking on, which ads are most effective or what the most popular pages on your site are. Quantitative data, on the other hand, tells you what your customers are thinking and feeling – this type of data helps you understand why people choose your product over the competition. It’s typically gathered through surveys, polls, or by interviewing different customer segments.
Once you have both types of data on your side, you can use them to create irresistible ads focused on the things your customers are genuinely interested in. This kind of customer-focused personalization will set your messages apart from everyone else’s.
3. Create interactive advertising experiences
People love to interact with things- it’s how we learn how they work. Advertising is already shifting towards this interactivity with ad targeting – – and the use of digital screens in outdoor advertising – but it can go so much further in 2020.
Touchscreens are so ubiquitous now that when consumers come across a screen that doesn’t respond to input, there is a moment of surprise and disappointment. That’s why, when you choose digital screens for your ad display, it’s essential to take this into account. In 2020 we’ll likely see an increase in shoppable experiences and posts that prompt consumers to make a decision in the ad space itself. Digital signage and internet outlets are leading the charge in this field, so expect to see more retailers adopt a similar approach.
But tactile input isn’t the only way to interact with future customers that will see a rise in 2020. Voice search and voice commands are going to be more critical as recognition algorithms have become increasingly more reliable. These improvements in voice technology will transfer into digital advertising and even digital signs in the coming years, using voice activation and identification. While this trend may not be something you can apply straight away, it’s worth keeping an eye on it.
4. Managed Artificial Intelligence (AI) services will affect decision making
AI advances are going to continue influencing the ad trends in 2020 because there is too much information for human beings to process effectively. Consumers are becoming more sophisticated about advertising and are expecting more from brands than just providing a good product at a fair price.
This is why AI tools will be used to serve relevant content based on past consumer interactions. However, while AI tools can help you make better decisions, they do need to be managed strategically.
5. Video advertising will remain crucial
If you haven’t added video marketing to your digital marketing stack, this is the year to do it. YouTube remains one of the most popular platforms for both advertising and organic user acquisition. The popularity of short videos through Instagram and Facebook Stories, the growth of webinar platforms like Zoom and GoWebinar, and the phenomenon that is TikTok is showing that our appetite for video is not going anywhere.
More affordable to make than ever, you can use short videos to share your company story on your website or add your team story to the digital monitor in your lobby.