With new technologies, softwares, behaviours and trends always appearing, what can we predict for 2020? Google and advertising leaders across EMEA (Europe, the Middle East and Africa) have given their marketing predictions and we’ve summed them up for you.
- Video content- Apps like TikTok and other video sharing platforms are going to become a great way to get consumers to engage with your content. But what does this mean for marketers with consumers attention spans getting shorter and shorter? Head of Google Ads marketing Martha Ivester suggests a way forward is to ”Reimagine storytelling in ads-using shorter formats that invite engagement”.
- Voice assistants-I’m sure you’ve heard of Alexa or The Google Home range, well, Manuel Roman who is head of Google consumer marketing predicts at the end of 2021 ”over 1.6 billion people will use voice assistants” regularly. From this we can predict brands will be making more instant and effortless experiences for its consumers.
- Inclusive marketing– As consumers it’s believed we now want more than just the information on the product we are about to buy, we want to know more about the brand and it’s perspective on certain topics and their positive contribution. These topics are things like diversity and climate change.
- Mobile experience– Are you aware of the importance of mobile marketing? We recommend reading our blog here to find out more. As more people turn to use their mobile devices, as consumers, we want an easy user experience where we can navigate our way around a website but so marketers stay on top of the mobile trend Spencer Kutlug (Head of client solutions at Google) predicts a rise in investments for new technologies such as AMP & PWA.
- Brand transparency– Marion Bernard (head of ads marketing at google) explains that a brand being transparent on its ethics could be a competitive differentiator.
- Using images for search– It turns out as consumers, we are now more than ever before relying on images when searching for answers, products etc. From 2016 to 2018 ”image search” has grown on mobile devices by 60%.
- Data-driven results– Marketers are predicted to turn to automated machines to activate their own data and precisely control bidding strategies through predictive software.
- Personalisation at scale– Marketers are becoming smarter with customer experiences, so personalisation is key to increase engagement, which machine learning can help with, as it helps understand customer journeys.
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