The Face of Marketing in 2020

Chris Delany

Partner

It’s hard to believe that 2020 is only 4 years away. You probably already feel a bit overwhelmed by the all new technology available. What could possibly be introduced in another 4 years?

One can only imagine what things will look like in 2020, and what types of technology will be utilized by businesses to market themselves and secure new buyers. If there’s one thing that we can be certain of, it’s that digital marketing isn’t slowing down anytime soon. While you don’t need to embrace every marketing opportunity that comes your way, it is a good idea to be familiar with them. You just never know what channel could spell success for your business.

The face of marketing in 2020 will be partly familiar, partly new. Here are some trends that are already emerging that we can expect to see in full force in a few short years.

Internet of Things

The internet of things is the name that was given to describe the increasing numbers of things that are connected to the internet. From cars to appliances to homes, so many things these days utilize the internet for data and features. Estimates from Forbes predicts that there will 40+ million connected devices by 2020, and Nerdgraph predicts that 90% of vehicles produced in 2020 will have internet capability.

What does this mean for your business?

It means that you will need to be even more conscious of where you are reaching customers and when. Using data from your customers, you will be able to target them with precise content that follows them on their unique journey. You’re already doing this thanks to tablets, smartphones and desktops, but expect it to get more complicated.

For example, people will have the option of reading content on smartwatches and smartglasses. We’re already halfway there. Be prepared to have to segment even more audiences and target even more content to reach consumers on these various channels. The good news is that your brand will be ubiquitous.

Consumer Psychology

Marketers are becoming quite the little scientists these days. Not only are they in charge of delivering pretty materials that grab people’s attention, but also they must understand their audience on a deeper level. For example, what does their audience like to do? What interests do they have? What are they most likely to be doing on a Saturday at 2 pm?

Behavior science is something that more marketers will become familiar with as they better understand human psychology and behavior and how it applies to their audience. This data will be responsible for helping marketers to develop highly targeted campaigns that speak to the audience. Consumers are already no longer passive audiences, and they will be even less so in 2020. Instead, they will take charge of consuming information where they want it, when they want it and how they want it.

What this means for you is that your marketing style is going to have to shift from the traditional mass marketing efforts to a more precise, targeted style. Again, you’re probably already doing some of this, but expect it to be even more so. Real data and human behaviors will guide your marketing strategies and lead to highly personalized campaigns.

Instant Gratification

If there’s one thing that people crave, it’s instant gratification. Luckily, we can easily get that from our mobile devices. Whether it’s buying a product with the click of a button, listening to music or downloading a how-to manual, we’re able to get the information that we want when we want it. This makes us feel good right away rather than having to wait.

The attention spans of today's customers are gradually shortening. People are willing to wait less and less for the things they want, and this includes customer service. If your brand doesn’t respond to a question or concern within a reasonable timeframe, customers will either move on to the next company or get busy dissing you. Either way, it’s not ideal.

As we move into a new decade, expect to see consumers even more particular about getting things when they want them. Instant gratification will become a standard, not a perk. You will need to think about your plan to give customers what they want, while also having an available team of personnel to answer questions, respond to be feedback and address concerns. Quick responses will be something that your competitors will be offering, so you can’t afford not to do it.

Professional Development

Is your head hurting yet? Trying to process all of these new marketing trends can overwhelm even the most chill marketer. To keep up with the trends, professional development and learning will be the gold standard of education. In other words, marketing success will be closely aligned with the learning you pursue.

Thanks to elearning platforms like Lynda.com, which was recently purchased by LinkedIn for $1.5 billion, marketers have no excuse not to strengthen their educational background. You won’t need to be an expert on everything, but being aware of the various marketing opportunities will be key. As we get closer to 2020, take every opportunity to absorb new information.

Final Thoughts

The future of marketing won’t fail to impress. Things like big data and the internet of things and video marketing will be huge in 2020, and in order to keep up with them, you will need to keep educated on the latest trends. Luckily, you don’t need to travel anywhere or pay for costly workshops to get this information. It will be available to you in the form of elearning platforms.

You will also need to better understand your audience so that you can target them with highly relevant and precise content. Things that we look at today as being “targeted” will look like mass marketing in 2020. Not only will your customers expect highly personalized interactions, but also instant rewards. Again, you will need to be creative in delivering this immediate gratification.

What do you think we will see in 2020? Are you looking forward to the future, or are you intimidated by it?

 
About the Author: Chris Delany
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