Technologies continue to advance. But at the same time, there’s a desire for human connection and personalized experiences from brands. Here’s a look at some of the trends trekking into 2020.
Consumers want advertising that connects with them. And in 2020, personalized marketing is going to be big. An increase in data collection and advancing technologies have influenced the level of personalization that is possible—and also what consumers expect when they interact with brands. Personalized messages create a connection between a brand and its target audience. Technology like AI, social media insights, and more will continue to help personalize the content people see.
There’s much talk about customer experience entering the new year. And with good reason: a customer who has positive experiences with a business is more likely to become loyal. Customer experience (CX) is the quality of all the interactions a customer has with a company and its products and services. It involves the entire customer journey: beginning with the first point of contact and ending with feedback channels. A positive CX can spark a devoted customer base. In 2020 expect priority to move toward offering incredible customer experiences that keep people returning.
People are using voice search: it’s easy, accessible, and quick. Voice search technology allows users to search the internet by verbally asking a question on a smartphone, device, or computer. So, people can easily access information while driving or performing other activities. In 2020, half of all online searches will be by voice-based. Expect voice search to continue to influence how brands produce content in the coming year.
Augmented Reality (AR)
AR technologies allow people to view how products will look from their homes—or while out on-the-go. AR has been building momentum with brands, and don’t expect it to slow down in 2020. It’s a top trend in marketing entering the new year. With AR, a digital layer is added to what individuals currently see. Companies are making use of AR technologies. Ikea uses this technology with its Ikea Place app. It lets users view and move products around their space before purchasing them. Sephora also uses AR technology to allow customers to try make-up on through their app.
Customers respond well to visual content. Photo and video sharing platform’s—like Instagram, Snapchat, and TikTok—are on the rise, especially with the under-30 crowd. YouTube is the most used social platform and is the second most visited site in the world. Visuals are going to get more exciting in 2020. Snapchat has AR filters and lenses that users can design. And individuals and brands can create gifs from video clips in Giphy’s Gif Maker. 2020 will likely see brands taking advantage of custom branded images—and engaging audiences through visually dominant platforms.
Live Video Content
Videos engage users on social media: they perform better than other types of content. Live videos on social media can connect with followers in real-time. On Facebook Live and Instagram Live, videos keep viewers watching three times longer than pre-recorded ones. Live videos are excellent for providing a behind the scenes look at companies. They also increase social following and brand awareness through live stream interviews, presentations, or events. As well, live stream videos can display products or answer questions live through comments. Anticipate live videos to continue to make an impact in the coming year.
As 2020 unfolds, customers continue to crave connection and positive experiences from brands. And expect technologies to keep evolving to make the customer journey more personalized, easy, and visual.