Press release – December 17, 2019
As the countdown to 2020 begins, marketers across the globe are looking ahead. From why direct-to-consumer (D2C) companies are moving away from social media marketing channels to how voice search will influence customer experiences and buying decisions, to the critical role of AI, find out which trends will shape the future of marketing.
We at MarTech Advisor, spoke to 14 top-notch marketers to understand what’s in store for marketers, and which marketing trends and predictions will reign supreme in the next five years.
Here’s your way into a super successful 2020–2025:
D2C Companies Will Move Away From Facebook Advertising
Kerel Cooper, SVP Global Marketing, LiveIntent
A ton has been written this past year about how D2C companies were leaving Facebook because of rising prices to advertise on the platform. However, D2C companies are famous for being on the cutting edge of marketing. Soon, more traditional and less flexible marketers will see that D2C companies were the canary in the coal mine. Expect budgets from Automotive, consumer packaged goods (CPGs), political advertising to shift more and more from Facebook which will, ironically, drive down the cost of advertising on Facebook.
Identity-Led Data Privacy Solutions Will Set the Gold Standard
Daniella Harkins, Chief Evangelist, LiveRamp
“The industry at-large is experiencing a watershed moment, brought on by evolving data privacy regulations, and the depreciation of third-party cookies. These two things will underpin the industry’s evolution over the next five years – setting the pace and tone for new tools, technology and innovation. I think we can expect three primary trends to emerge as a result:
- Identity-led, cookie-less solutions will become the gold standard in addressability and data privacy.
- There will be a confluence of data and dynamic creative. A symbiotic relationship between the two will be the only way for brands and agencies to achieve enhanced, meaningful consumer experiences across audiences, mediums, devices and more.
- To stand out in their competitive industries, brands and agencies will create their own second-party data partnership ecosystems powered by identity resolution technology. This will enable them to reach and engage with new audiences in a transparent, privacy-centric way.”
Intent Based Marketing Will Amplify Customer Experience
Kevin Alansky, CMO, Higher Logic
“We will see an increased realization among organization for the need to engage more deeply with their customers. Customers will demand that relationships with organizations feel less transactional and more mutually beneficial. It will be important to look intent based marketing to deeply understand customers behaviors and their intent to purchase. Organizations will need to be more in tune with who customers are, what they are doing and why.”
Interactive Content Will Make its Mark on Digital Marketing
David Rich, SVP of Brand Marketing and Pavilion Activations, GPJ:
“It leverages all the power of large-scale physical objects which draw attention from afar and engage consumers in physical activities like pulling oversized levers or spinning cubes. These actions then generate customized results that play out on video screens programmed with compelling interactive content.”
Jonathan Morgan, CEO, OpenMarket:
“Marketers should also focus on video-rich, interactive mobile messaging. The combination of the ubiquity of SMS and the app-like functionality of RCS and Apple Business Chat is about to help marketers connect with audiences in new ways. To add to that, rich messaging will deliver new levels of insight to mobile messaging.”
AI in Email Marketing Will Explode in 2020
Anthony Chiulli, Director of Product Marketing, 250ok
“When it comes to the emergence of AI in email marketing, there are many forms and practical use cases where AI can be leveraged including automation, personalization, segmentation, send-time optimization, content and even subject lines. AI’s most valuable benefit is in helping email teams improve efficiency and as the technology becomes more scalable, intuitive, and easily accessible to existing workflows, AI will become an area more marketers dip their toes into in 2020.”
The Industry Will Adopt Multimedia Messaging Services (MMS) in SMS Marketing
Matt Reid, CMO, EZ Texting
“SMS marketing has been on the rise but looking ahead the industry will continue to adopt new trends including MMS, the importance of opt-ins, and texting for internal communications. MMS will skyrocket using images and video, garnering higher engagement than SMS. However, businesses should carefully ensure their interactive content has a point and is useful to the consumer. While texts are short, a picture says a thousand words.”
Live Events Will Strike a Chord With Generation Z and Millennials
Ben Carlson, Co-President and Co-Founder, Fizziology
“As more consumers cut the cord to cable, it is becoming harder to reach audiences with traditional brand-building ad campaigns. This is especially true for younger audiences, many of whom are not just cord-cutters but cord-nevers. At the same time, Gen Z and Millennial consumers are prioritizing experiences over “stuff.” Innovative marketers can take advantage of these trends by shifting marketing focus to live events, which can create direct connections between customers and brands.”
Personalization Must Be Top of Mind
Latane Conant, CMO, 6sense
“But, if there’s one thing we can all agree on, it’s that the martech stack has gotten way out of control. Marketing should be spending their time making emotional connections, creating amazing experiences and building a lasting brand not fumbling around in 20 or 30 different tools to uncover this information. Luckily, advanced marketing technology allows them to tap into customer insights like never so they can create emotional connections with their audience through personalized messages. By putting this all together, you will successfully move their buying decisions forward.”
The Customer Care Officer’s (CCO) and CMO’s Role Will Grow in 2020
Ganesh Subramanian, Senior Director of Product, Gainsight
“Digital transformation initiatives will end as we know it, and in its place will come targeted, solutions-oriented programs that work backwards to identify data, processes and technologies required to make it a reality. This will require more agile approaches and business leaders owning customer experience (CX) more strongly.
CX leaders will have to prove return on investment (ROI) more concretely, and CX initiatives will have to tie more closely to financial results, such as reduced churn or revenue growth. As such, CX will move towards business unit leaders and the role of the CCO will grow in prominence.”
Patty Nagle, Senior Vice President and CMO, OpenText
In 2020, the valuation and competitiveness of companies will increasingly be linked to intangible assets of customer experience and brand valuation. This requires CMOs to take greater ownership of the customer journey, product innovation, sales enablement, corporate values, and employee experience. Marketers must ensure brand promises are met across the organization, responding to the needs of an increasingly diverse, demanding and global customer base.
Focus on 5G Integrations Will Strengthen in 2020
Patty Nagle, Senior Vice President and CMO, OpenText
“With 5G gaining mainstream adoption in 2020, increased connectivity will mean two things for marketers: more customer touchpoints, and greater demand from users for quicker and more immersive experiences regardless of their location.”
Identity Mapping Will be Critical to Any Conversation About Privacy in 2020
Adam Solomon, CMO, Lotame
“Respecting consumer consent will continue to be the third rail for brands and publishers through 2020. What to watch out for, however, is how these conversations begin to fuse with those around identity. As technologists know, for consumers to “own” control over how their data is used, you need some mechanism in place to consistently persist the choices they elect across every instance of their digital identity. The connective tissue that ID mapping provides is critical to any conversation about privacy. As more states follow California’s example with CCPA, brands and publishers will need to find / develop / partner with others to put in place those mechanisms to address both privacy and identity.”
Influencer Marketing Will Mature in the Next Five Years
David A. Yovanno, CEO, Impact
“Consumers are increasingly less responsive to traditional sales and marketing tactics, and instead are prioritizing research, recommendations, and referrals. To align with this change in consumer behavior, enterprises will shift budgets and resources to optimize their partnership channels. Influencer partnerships, for example, will mature as a result with an increased focus on tracking and crediting, commission-based payment models will replace vanity metrics and then Instagram influencers, content creators and the entire long tail can be measured and rewarded for the traffic and sales they actually generate.”
The Future Is Now for Voice Search
Vincent Vu, Co-Founder and CEO, Lab 916
“The future is here and there are three things that every marketer that wants to be ahead of the pack should focus on.
·Focus more of your energy on voice search. More and more homes are adopting Alexa, Siri and Google Home.
·Acquire as much digital real estate as you can.
·Focus on learning and leveraging the rapidly evolving platform of Amazon that is taking over industries one by one. In order to evolve, we must adapt and in order to adapt, we must pay close attention to cultural shifts of the world.”