Now in the final quarter of 2019, Linear Media is making plans for 2020. In this last decade, the marketing landscape has developed dramatically. Technology continues to disrupt the way we live, work and interact with companies, our friends and the world. Whilst the marketing continues to advance, 2020 sees a future where there are bountiful of opportunities to innovate. We explore the key trends for digital marketing in the next decade:
Video Continues to Be Popular
This year, video content was incredibly popular with consumers. In a study of 3000 consumers by Hubspot, video content was the most popular way people engaged with companies. In 2017, 62% of consumers found video content to be thoroughly engaging and 85% in 2018. This will continue to grow in 2020.
The surge in popularity is great news for marketeers. Why? In a study by Oberlo, 88% of marketeers are satisfied by the ROI on their video content that they post on to social media. At the same time, the study confirmed that 66% of marketeers saw more lead generation due to video content. In addition to this, the study showed that video content increased website user time by 88%.
As Dale Carnegie, the American writer and lecturer put it in his book ‘How to Win Friends and Influence People: ‘Remember that a person’s name is, to that person, the sweetest and most important sound in any language.’ This adage trick is not new, but it could not be truer today than what is was in 1936.
Consumers increasingly are expecting marketing and communication to be tailored to them. 90% of consumers now expect personalisation, and 80% of people are more willing to do business with a company that delivers on exactly that. 75% of consumers feel frustrated when they are viewing a generic ad that pays no relevance to their lifestyle or interests. In some cases, consumers are more likely to opt out of generic ads that are irrelevant. Take Spotify for example, consumers pay extra to avoid generic commercials.
As such, personalisation is a marketing strategy that shows no sign of slowing down in 2020.
So how exactly can companies ensure they deliver on personalisation within their marketing strategy? For email marketing, segmentation of email lists is a great way to execute on personalisation. Emails that have been personalised perform three times better than generic emails sent to an entire contact list.
Smarter Bidding For Google
For those new to Google Ads, smart-bidding is a tool on that enables the use of machine learning to optimise bids on key words for either conversion value or conversions. At Google Marketing Live earlier this year, Google announced improvements to be made to the smart bidding suite of tools through automation. These include optimisation on campaign-level conversion goals, seasonality adjustments to bids (such as a sale or national holiday), and improved conversion action sets.
Linear Media works with clients to generate google ad campaigns, email marketing and video content. If you are looking to hone in on these marketing tools in 2020 and beyond, contact firstname.lastname@example.org to learn more.