Now we’ve survived the first week of 2020 with only the minor threat of WW3, it’s time to start looking at what else we can expect from the new year. We’ve compiled our top 10 marketing trends for 2020 so you can stay one step ahead:

Influencer Marketing will grow and be more personal

Rather than use ‘celebrities’ with lots of followers, companies now seek out influencers with a smaller social media following to reach a more carefully targeted audience. The aim is to create content that feels personal and authentic, because that’s what builds trust. A Mediakix study predicts that the ad spend for influencer marketing could reach $10 billion this year.

Streaming Video

Streaming video was big in digital marketing in 2019. It’ll be even bigger in 2020 according to IAB’s 2019 Video advertising spend report. Live streaming has changed Facebook video, whose live videos and those of Instagram are watched 3 times longer than non-live videos. 74% of U.S. consumers 13 and older watch streaming or online video at least weekly. 41% watch daily. What’s more, 78% of digital video viewers will watch advertising in exchange for free content.

More new tech – more interaction

Interactive content is destined to be one of 2020’s top marketing trends. It gives visitors a reason to stay and engage. And it’s extremely shareable, expanding an ad’s reach even further. 91% of buyers are now looking for more interactive online content.

5G technology, advances in AI, voice and connected TVs

All will transform how we access and use content. It’ll mean more personalisation in digital video. There’ll be more product placement within streamed video as users interact with ads from connected TV and mobile devices.

AR and VR

Augmented reality (AR) and virtual reality (VR) are now huge and emerging as top marketing trends. In 2020, AR is expected to surpass VR in popularity. Already, many major companies are making use of AR. Ikea, for example, has an app allowing users to visualize what a piece of furniture would look like in their home before buying.

Shopping Through Social Posts

Shoppable posts are expected to be the norm in 2020. 72% of Instagram users have purchased products on the app. A shoppable Free People ad on Instagram lets you tap the photo to bring up the dress name and price. You tap the price and go to a screen with more information and the option to see it on the website.

Voice Assistants and Voice Search

“Alexa, will you…” 72% of people with a voice-activated speaker say they often use it as part of their daily routine. In 2020, expect more usership of voice assistants like Siri, Alexa, Cortana and Google assistant as the technology improves. In 2020, 50% of all searches are expected to be by voice.

Tell me more stories

Snapchat was first with these sharable glimpses of people’s lives. Then Instagram and Facebook. YouTube came up with a version called Reels. Instagram Stories have picked up 250 million users since launch in August 2016, and are used by 500 million people daily. Now TikTok users create videos on the spot and behind the scenes for a less polished and more authentic look.

Brands championing activists

Increased focus on the climate emergency will see consumers demanding businesses play a more positive role in helping to reach net-zero emissions. A study by Havas Worldwide found 73% of consumers believe companies should do more than just offer a product or service. 57% are prepared to boycott a brand that doesn’t align with their social beliefs. So in 2020, expect to see still more brands choosing to stand for something socially. 

Social media – more controls in 2020?

There’ll be more calls to curb the power and influence of social media giants. Currently sites such as YouTube and Facebook have their own rules about what’s unacceptable. But when even Facebook co-founder Chris Hughes described the platform’s concentration of wealth, power and influence as “unprecedented and un-American”, something’s got to change…


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