Is the demand for digital marketing in 2019

These 8 trends determine online marketing 2020

In the Executive Summary of September 2019, iBusiness addresses eight overarching topics that are likely to shape online marketing in the coming years. To determine the future trends, a survey was carried out among almost 200 German-speaking marketing experts in agencies and companies as well as service providers in the interactive industry on the developments in their field. We want to briefly introduce you to our most important insights from the article.

8 online marketing trends in 2020

1st trend: voice and audio marketing

In the future, all topics related to language will gain in importance. Current touchpoints that are based on a visual human-machine interface are supplemented or replaced by language interfaces. A good example of this are smart speakers or voice messages in messenger apps.

The weighting of voice search for the rankings in search engines has risen steadily over the past few years. Google has long been prioritizing posts that sound good via voice search and deliver meaningful results. In future, both classic search and voice search should be taken into account in search engine optimization.

Voice assistants gradually make audio marketing an integral part of everyday life. The audio market is growing with new services such as audio books and a great deal of interest in podcasts. For companies and brands, this demand for auditory content offers new positioning options in addressing interested parties and maintaining existing customers.

2nd trend: GDPR

The General Data Protection Regulation (GDPR) came into force in May 2018. In the future, the regulation will place new requirements on data protection, which will bring about far-reaching changes.

The GDPR and the e-privacy regulation as well as browser-based restrictions will make the use of cookies more difficult. In order to be able to assess advertising measures, there will be no way around cookie-free tracking in the future. The future of data protection with regard to digital advertising lies in login-based business models.

It will be important to jointly shape the digital advertising of the future and to adapt and meet the data protection needs of consumers.

3rd trend: personalization

Addressing your new and existing customers individually is essential for the success of all business activities.

However, it is becoming increasingly difficult for companies to reach users and leads with their messages. The users are constantly in contact with the media, but do not feel directly addressed by the advertising messages and are easily distracted in the digital jungle.

The collection, evaluation and structuring of user and customer data is all the more important in order to meet the demands and expectations of consumers and to guarantee active and personal support on the Internet. Customer data is the new gold when the required knowledge is generated and applied.

The competitor who maintains customer relationships and has direct access to the relevant data will emerge as the winner.

In order for personalization to be successful in the long term and sustainably, it is important to give the user the feeling of receiving added value from the products or services offered and at the same time to handle their data transparently and responsibly.

4th trend: customer centricity

Those who do not see their customers as the linchpin of business activities in the future will be interchangeable.

The consumer and his behavior must be placed at the center of business activities. At the same time, the users should be precisely identified in order to meet the existing needs through personalized content and thereby build trust in the brand and the company and to achieve the company's growth-oriented goals.

For successful growth in the age of digital media, there should be a clear focus on online reviews, word of mouth and recommendation marketing. So far, the customer has been neglected or forgotten in the marketing funnel as soon as he has paid.

This makes it all the more important to collaborate between different departments, such as marketing and sales, to pre-qualify potential customers and to look after existing customers after a successful contract or purchase has been concluded.

5th trend: End of silo thinking

In order for user-centered campaigns to be implemented across channels, the departments of a company must work together and stop the internal competition for ever better individual performance. The keyword is: creating synergies.

The switch from silo thinking to customer journey thinking must take place across organizations in order to remove the separation between marketing and sales.

Clear areas of responsibility for the respective departments must be defined and established. For a successful performance, it must be guaranteed that the customer data is efficiently analyzed and then used and enriched by all departments.

For a better overall result, it will be important in the future to break down the silos between departments and provide higher quality content with the same budget.

6. Trend: Videos

Video marketing is gaining importance in all marketing disciplines. Especially in the area of ​​social media.

The video content is consumed differently from platform to platform. The trend in video marketing is on the development of modularly structured campaigns that can be implemented on all platforms, but at the same time remain uniform in order to consistently convey the brand message and keep the effort low.

In email marketing, videos clearly attract more attention than plain text emails or simple static images.

In addition to classic video instructions, AR, VR and 3D imaging are particularly pioneering formats. These enable the integration of 360-degree product videos that make products tangible and applicable in order to turn prospects into new customers.

7th trend: social media

In the past few years, the topic of social media was mainly defined via Facebook. However, the marketing focus is shifting to platforms other than Facebook.

While the growth and use of social media such as Facebook and Twitter is slowing, the number of users on LinkedIn, Instagram and Pinterest is increasing.

A realignment to the functions and features of the platforms is necessary and a multi-social media channel strategy is required in order to fully exploit the potential of the individual channels and to celebrate successes with social media marketing.

Social media has established itself in almost every person's everyday life and is used for interaction and contact with friends, personal branding, building corporate influencers and brand development.

The social aspect of the exchange primarily promotes the use of social media in GenerationZ. If suitable offers are created for the target group, it is also possible to address this otherwise difficult-to-reach target group and win them over. Delight your target audience with content that will be loved. With our support as a social media agency, you can ensure more interaction between your posts and reach relevant purchasing decision-makers on social media.

New functions, such as the shopping function within the networks, will become a relevant factor in the future, especially in e-commerce. Shop operators will have to adjust to the subject of “Inspirational Shopping” in the coming months.

8. Trend: Artificial Intelligence

The top topic for the online marketing industry in 2020 is artificial intelligence.

So far, only a few advertisers are using the full potential of AI for existing tasks. Nevertheless, AI is being integrated into more and more marketing projects to find correlations and to trigger the automation of tests.

In 2018, 83% of the companies surveyed stated that they did not use intelligent systems in contact with their customers. In 2019 it was only 75%. (Statistical figures were taken from the article)

Artificial intelligence will permeate and shape the entire marketing automation in the future. In the future, decisions about the use of certain channels and the justification for advertising campaigns will be supported by self-learning tools that gain knowledge based on big data.

It will be about data-supported arguments for strategic decisions that have been gained through meaningful user and customer data.

You can read the full article here, but a premium membership with iBusiness is required. (Author: Susan Rönisch)

Survey on the impact of marketing activities in 2019

In order to put the above online marketing trends for 2020 in a different light, we have a revealing one below Statistics on the impact of marketing activities prepared that by Smart Insights in 2019 and appeared in the Managing Digital Marketing Report. The survey was about the question of which marketing activities will have the greatest commercial impact in 2019. For this purpose, actors and experts from various industries were also surveyed.

Statistics on marketing activities from the Managing Marketing Digital Report by Smart Insights from 2019 (Source: SmartInsights)

We remain curious about the effects and changes in online marketing that we will really face in 2020.

Our final tip: Keep yourself continuously up to date so as not to lose touch with the dynamic processes and changes.

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Alexander Bur

Inbound Sales Representative @ sixclicks | I ensure more leads and new customers in regional online marketing | Let's talk!