Advertising Predictions for 2020: Part Two
January 6, 2020
We’re back with more industry predictions for 2020!
This time around, we’re focusing on adaptations and practices that small businesses and brands can incorporate to capitalize on the latest technology and consumer trends that directly affect advertising and audience engagement.
The rule of seven is one of the older concepts in marketing but it still remains relevant. It states that a potential user/customer needs to see your product or service at least seven times before they make the decision to purchase. Content sprouting is the practice of using one piece of content as a “seed” and “sprouting” it into about seven different, but related, pieces of content. It usually involves creating video and then using it as inspiration to create blog posts, short audio clips, tweets, social media posts, IG/FB stories, etc. The logic is that audiences begin to trust you the more they see you. This requires brands to be more active/visual, and in turn, they gain the confidence of their consumers, which leads to more audience buy-in and investment.
Personalized brand-to-consumer experiences are no longer a matter of choice. This is because there is access to more and more ways of finding out about who your customers are and what they want: information like clicked links, customer behavior, purchase history, survey responses and more. To build deeper connections with their audiences’ businesses are attempting a more “people-first” approach, that’s geared towards targeting real people through emails and other registered user data, with more information available, marketers can better cater to customers with better offers that’ll most likely translate into sales.
The goal of personalized marketing is to show audiences more “relevant” ads to promote engagement and sales. New Epsilon research indicates 80% of consumers are more likely to make a purchase when brands offer personalized experiences. Adlucent’s research found that 7 in 10 consumers desire fewer, but more personalized ads. 86% of respondents say they are more likely to do business with automotive websites/apps offering personalized experiences but only 55% say automotive websites/apps are delivering personalized experiences very/somewhat well.
Consumers ranked the following personalized experiences as the first and second most motivating to do business with an auto brand: storing purchase or maintenance history (49%), reminders of upcoming scheduled service needs (44%) allowing the consumer to set up recurring maintenance for a vehicle (38%)
MOBILE FIRST ADVERTISING
Last year, more than half of online traffic around the world came from mobile devices. This lead to a direct effect on the way video advertising was approached in 2019 and how it will be tackled in 2020. Some of the benefits of mobile marketing are as follows:
- Users can respond to ads instantly
- It doesn’t require much content to be engaging
- The data created are easy to track
- It provides information to people in real-time
- The intended audience is easier to target
- Transactions can be made instantly through mobile payments
Another effect of the mobile presence in advertising is reflected in how video ads are increasingly being shot in a vertical, upright position. Even big-name brands have recognized this shift and in response been incorporating vertical content shot on smartphones into their campaigns and rollouts. Advertisers have also started publishing ads in the story format, now that there’s a feature that allows advertisements to be placed directly within “Stories”. Incorporating a mobile strategy and plan into your overall campaign is sure to yield positive results and should always be top of mind for brands looking to grow their business.
Smart speakers like Alexa, Google Home, Apple Homepod, and others bring together rapid consumer adoption and innovation in search query processing, conversational interfaces, and messaging. Conversational marketing is highlighted as a key innovation alongside artificial intelligence, which often fuels it. Research conducted by Artefact UK, an AI and data-driven agency, reveals that “six out of ten” of the smart speaker owners (60%) have used them to make a purchase in the past year. Almost 25% of them have said that they’ve done so within the past week!
Research has highlighted that smart speakers like Alexa and Google Home are set to drive the next wave of retail and e-commerce with nearly 60% of users have used them to shop in the past month. Still, the fact remains that people are still getting used to using these devices, and nearly half of smart speaker owners have shared that they don’t feel like they’re getting the most out of their devices. This provides plenty of opportunities for marketers to come up with creative ways to take advantage of this new frontier in marketing. The age of “voice” is here. Make sure you have something to talk about!