Today’s consumers want more than product information from brands. What they really demand is the brand’s perspective on topics that matter — and how they positively contribute. In 2020, a brand’s view on issues such as diversity and inclusion, climate change, and sustainability will become even more important.
For example, consumers expect to hear from diverse voices, and so we should consider identity, culture, and representation. Brands like Axe and Gillette have already contributed to a global shift in mindset.
A majority (60%) of Generation Z — those born between 1995-2005 — say they want to change the world. And this new generation has all the tools to learn about the brands they engage with. In France, one in six people uses Yuka, a barcode scanning app assessing the health benefits of products. In luxury fashion, Good On You classifies brands by their ethics.
Consumers do not care if 77% of brands disappeared. So for brands, it can be a competitive differentiator in 2020 to be transparent about their role in society, and highlight where they plan to invest to become even better.
The massive growth of video-sharing apps reveals new ways consumers engage with content — and the type of content that sticks. Raw. Clever. Creative. Snackable. But what are the implications for marketers when the user attention span is becoming ever-shorter?
A way forward is to reimagine storytelling in ads — using shorter formats, as well as machine learning to serve custom variations, that invite engagement and patch together a journey of discovery. Some brands, including Lego and Nike, have already used this successfully on YouTube, and 2020 will see a wave of ads exploring this new paradigm.
Voice assistants will become a much bigger engagement touchpoint for customers next year. At the end of 2021, there will be more than 1.6 billion people who use voice assistants on a regular basis, and their interests will not only focus on asking for time or sending an email.
As consumers, we move towards a conversational economy, one in which voice assistants at home will play an important role. By responding to the emotions and needs of customers at the time of interaction, brands will be able to create more instant and effortless experiences.
Data Driven Marketing
Marketers will turn more and more towards machine learning and automation to deliver business results. Whereas it was possible to achieve good results with rule-based marketing in the past, it is working less and less in today’s times. Consumers expect messages that cater to their personal needs.
Advertisers that use machine learning to activate their own data can more precisely control bidding strategies through predictive models. This enables a focus on the most valuable conversions for a better return on advertising spend and more revenue.