While these may be more the concerns of the CIO or CFO rather than the CMO, it shows the need for marketers to work with colleagues to mitigate the potential impact of security breaches and reassure customers. Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. COVID-19 arguably provides a stronger emphasis on People and the need for global citizenship than any other recent event. Influencer marketing is one of the most popular online marketing trends, and that is only going to grow further in the years to come. We help brands and their agencies successfully execute strategic marketing and communications programs in over 200 languages across 95+ countries. This yearâs global marketing trends help executives break through the wall of uncertainty and strengthen the human connection we all crave. 2. Its hard as marketers to get far enough out of the day to day to observe trends materializing to influence our ability to do our jobs, much less think about marketing in 2020. The worldwide spread of COVID-19 has quickly changed the global marketing landscape, impacting consumer behavior in most markets. Get in touch. They’re also giving free subscriptions to. When marketing deals with buyer-seller relationships (B2B and B2C), it should find ways to encourage a more efficient development and production process. At one time, artificial intelligence, data-driven marketing and voice search engine optimization (VSEO) were ambitious concepts bordering on the ridiculous. They work well with minimalist designs, while conveying luxury and good taste. Color associations, information density, and image choices are just the start. Marketing personnel are increasingly working on cross- disciplinary terms rather than only in the marketing department. 2021 Global Marketing Trends: Find your focus THE 2021 GLOBAL MARKETING TRENDS STUDY As our world went through rapid changes, we recognized a need to dig deeper into the evolving milieu to better understand how consumers and executives are responding to their new environments. Tracey delivered a concise and well-structured presentation on key global trends and how to think about turning them into opportunities. Users can watch videos, find hotels, follow sports results, and (as of December 2019) track packages without leaving the SERP. The only way to map, store, analyze and act on the complete end-to-end customer journey is having all the data in one place using a Customer Data Platform (CDPs).”. Properly applying these trends to your marketing strategy will improve customer engagement. Personally, I think the hype about smart speakers to support the purchase journey is just that. Account for zero-click search in your optimization strategy. Campaign revenue increased by 27%, open rates increased by 19%, while email send volume decreased by 23%, which also gives cost savings. Empathy and value are crucial when responding to COVID-19. The best approach is to combine creative design know-how with local market insights. It’s an artefact of the question since digital marketing is effective in achieving all of these goals, including customer retention. And rightly so, since reviewing ….. © Smart Insights (Marketing Intelligence) Ltd, Use of this website constitutes acceptance of the Smart Insights Terms and Privacy Policy including cookie-use, Digital marketing strategy and planning Toolkit, Explore our Digital Marketing Strategy and Planning Toolkit, Digital Marketing Strategy and Planning Toolkit, Digital Experience Management (Desktop/mobile website), channel-specific digital marketing trends for 2020, Facebook and Google dominate paid media investments online, Altimeter / Prophet State of Digital Marketing report, Red Bull used insight platform Vision Critical, essential digital marketing tools infographic, Unified ID – Why Identity becomes a key success factor in the post-cookie era, Google and Apples Ad-targeting limitations, Digital marketing and E-commerce books and support materials including a digital marketing glossary, Please connect on LinkedIn to receive updates or ask me a question, Smart Insights (Marketing Intelligence) Ltd. The main takeaways for 2020? The business was able to drive campaign revenue and increase re-purchase rate while sending emails. See the article linked to above for all of the potential activities that can be audited. What they buy and how they respond to marketing tactics employed by businesses. Think bold fonts and independent text. Think featured snippets, CTR optimization, and the Google knowledge graph. In June 2019, the number of zero-click searches passed the 50%mark for the first time. And brand causes must stack up, or they’ll be accused of, ” – arguably more baffling than inspirational. While some products lend themselves to purchase, where a choice is to be made amongst complex products, they just won’t cut it until we have truly intelligent comparison bots. Live video streaming. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. More than ever, the way brands manage this crisis will impact current and potential client relationships. Global marketing strategies are actually important parts of a global strategy. trends covered the impact of Google’s transition from search engine to answer engine. I'm not sure 'the only-way' is accurate, but that is the sentiment. Itâs a new year. A study of 2,000 British adults commissioned by Artefact UK, an AI and data-driven agency, reveals that: “Six out of ten smart speaker owners (60%) have used them to make a purchase in the past year. Users can watch videos, find hotels, follow sports results, and (as of. ) For example, In New York, meditation and mindfulness app Headspace is offering free guided meditation – in both English and in Spanish. However, key global marketing trends around brand, digital, design, and localization in 2020 still hold true. Now it has become evident that companies cannot insulate itself from Global marketing competition by remaining in the domestic market or a few select markets. From simple translation to creative content and digital marketing campaigns, our in-house experts will help you get the results you need to realize your international growth goals. If your business and your agencies adopt the right blend of Martech, it can help give you an edge against competitors, but if not, you may be missing out on the insights and automation processes they are using. An example of an audit is shown by this example of the use of marketing activities by a B2B company, which although strong at the top-of-funnel in terms of activities used, is less strong in the middle and bottom-of-funnel nurture and re-targeting activities. Our managing digital marketing research revealed many challenges in terms of how digital marketing is run in companies today. How customers shop. The ten marketing trends to act on in 2018. And Houseparty – a consumer videochat app – had 50 million sign-ups worldwide in the space of a month, with growth 70 times above normal in some markets. mark for the first time. I believe that building in more relevant to web, email and mobile-based conversations can have a bigger impact by boosting relevance and speaking in a more personal tone. Customers are rewarding companies that authenticallyâ and holisticallyâmeet their needs. Letâs dive right in. Omnichannel Marketing is Now Vital Omnichannel marketing is the practice of marketing across multiple platforms, including email, apps, social media, and your website blog. However, many companies pivoting to solve evolving needs for both consumers and businesses are experiencing significant global growth. The triple bottom line ethos of People, Planet, and Profit has become a priority for many businesses, with the focus on Planet gaining a lot of traction. The rapid rise of the Chinese economy has made China a firm localization priority for many brands in recent years. Changes in recruitment patterns – including social media – have put the employer value proposition firmly in the spotlight. This new information is starving third-party sites of clicks – brands like Expedia and TripAdvisor were already struggling because of this trend. Another example of AI application is nutrition and wellness retailer Holland & Barrett using AI to provide better-targeted emails. Unilever isn’t alone. Take WeWork’s commitment to “elevate the world’s consciousness” – arguably more baffling than inspirational. announced it would dispose of brands that didn’t “stand for something.” They must start defining themselves in terms of their positive impact on society and the planet. © 2020 Wordbank LLC. The latest 2019 Martech supergraphic from Scott Brinker, a specialist who hosts Martech conferences and has advised on technology for HubSpot, has created this somewhat scary map of all the potential categories and services that companies can use. Consumers are citizens who expect more from their brands, not just the anonymous corporations who sell them. Campaign revenue increased by 27%, open rates increased by 19%, while email send volume decreased by 23%, which also gives cost savings. . But efficiency alone isn’t enough to solve the challenges businesses face when going global. Youâll also be able to acquire more customers this year. We know that what worked in 2018 or 2019 may not work the same way in 2021, and to get the best possible results for our clients, we have to stay on top of these trends. And look for a localization partner who knows how to blend, marketing and localization best practices, Paid Digital Marketing Strategy: Getting Started, Marketing Localization Strategy: How to Maximize Your Budget. With new statistics, technologies and techniques emerging on the daily, the way we attract, connect, and market to our audiences is constantly changing. I call this always-on lifecycle marketing and recommend you review your use of online AND offline media across the customer lifecycle. Over the years, Google has introduced a variety of search results, like knowledge maps and featured snippets. The company, for instance, learned who consumes Red Bull drinks — and how and when they buy — were changing. Twitch saw nearly $20 million in user spending in Q1, and was one of the most downloaded mobile apps globally. That leaves little room for even high-ranking websites. Companies in industries that have been negatively impacted by the spread of COVID-19 can still succeed by approaching their audience with empathy and finding opportunities to add value. 91% of global consumers will switch to a brand that supports a good cause. 4. This Machine Learning approach from Tinyclues goes beyond optimizing copy using a tool like Persado, instead, it also involves targeting based on the behaviour of individuals to create more micro-targeted campaigns. 600 17th Street, Suite 715S, Denver, Colorado 80202. They could even find themselves on the wrong end of a lawsuit. Problems included a lack of focus on integrated strategy, testing, and optimization and structural issues like teams working in silos or a lack of skills in integrated communications. Why’s the number going up? Need help with a new project, or have a global marketing idea for 2020 you want to bounce off us? Get started today using a tried and tested step-by-step process to optimize your marketing. When localization is carried out thoughtfully, in the context of your business and marketing goals, you’ll have not only a more effective end product, but a cost-effective investment in your long-term international growth. ... Great insights about Influencer marketing. Persado uses a copy impact classification applied to existing copy, which is used to tailor copy and calls-to-action on an individual basis. In general, mobile app downloads and usage are growing quickly. Whyâs the number going up? Companies need a partnership that goes far beyond delivering efficient translations and strategizes for brand-experience. Please connect on LinkedIn to receive updates or ask me a question. Emerging technologies can potentially help with both of these challenges. Yes, itâs a constant. Global Marketing Globalization means integrating the economy of a country with the global or world economy. To review your digital readiness, either for integrated digital marketing or individual channels, download our benchmarks or take our interactive capability graders. For example, using Persado Natural Language Generation to run an experiment, Air Canada sparked a higher response using Anxiety language getting a 3% engagement lift, compared to a 5% drop using Exclusivity language, and a 3% drop using Safety language. The role of digital in creating a unified customer experience is also high in the response, but it’s shocking that digital marketing isn’t seen as a driver of boosting revenue from existing customers. As we enter a new decade and tech continues to change rapidly, we want to take the opportunity to share the digital marketing trends weâre excited to see more of in 2021. Offering free, useful, and localized content can help drive engagement in key markets and position companies as trusted experts. “Sustainability” became a hot topic as brands took steps to align with changing consumer values and better accommodate the “. Google is continuing its transition from a âsearch engineâ to an âanswer engine.â And 2018 saw significant advances in the diversity of Googleâs Knowledge Graph content and the serving of contextua⦠For years I’ve been looking to the future, predicting how innovations in digital media, platforms and technology will shape marketing in 2020. Of course, perceptions of design trends are deeply influenced by culture. At Smart Insights we're huge fans of using analytics and insight to drive business performance and optimize the results from digital marketing. For example, In New York, meditation and mindfulness app Headspace is offering free guided meditation – in both English and, . While this is most relevant for banks and other gambling applications, it indicates the range of data points that are now available. Regardless, our predictions for 2020 are more closely related to. Review brand visibility on all relevant sources – including social media and marketplaces, which are often imported into the SERP. COVID-19 arguably provides a stronger emphasis on People and the need for global citizenship than any other recent event. Of those forecast to hit the mainstream within the next 2 to 5 years, the three most significant for marketers to consider are personification, real-time and conversational marketing. A more practical way to plan to integrate online marketing into marketing activities is to consider communications from a customer point-of-view through the customer journey. British Airways, was issued with a proposed fine of £183m for a breach of customer data and a £99 million fine on hotel chain Marriott for failing to protect personal data contained in approximately 339 million guest records. Designers are breaking boundaries in a quest for viewers’ elusive attention. With more people staying at home, video streaming services are also booming. To help you on your way take a look at our benchmarking templates, each of which will give you a quick review for digital marketing governance and the key channels like search, social, email marketing plus analytics, content marketing and experience. The need for brands to look after their people is particularly important as companies offer ways for users to navigate their changing situations amid COVID-19. Chinese consumers also often skip search engines and go straight to virtual marketplaces. Localizing product or marketing content late in the development cycle can be challenging because late-stage changes are difficult to manage. This is the positive development, which broadens marketersâ perspectives on business and also leads to broaden perspective of employees from other department. Downloads of Netflix’s app have jumped 66% in Italy, and 35% in Spain. Current trends in marketing 1. Some brands are relying on type to the exclusion of all else. More active engagement, education and genuine impact is expected. Chinese consumers also often skip search engines and go straight to virtual marketplaces. Yet the localization industry is more likely to report on words, deadlines, and accuracy. With the growing uncertainty around the spread of COVID-19 and its economic impact, global consumers and businesses alike are increasingly cost-conscious, which is having a cascading impact across multiple industries. This trend is already spreading elsewhere. Combine creative design know-how with local market insights into consumer behavior and expectations. Today, Marketing Technology (Martech for short) presents a bewildering choice of software services for businesses looking to improve their management of digital media, experiences and supporting data. For example, Red Bull used insight platform Vision Critical to launch a community of consumers passionate about the energy drink category. of global consumers will switch to a brand that supports a good cause. In September 2018, Rand Fishkin delivered a keynote speechat Brighton SEOâ one of the worldâs leading search conferences. According to a survey on global trends conducted by LinkedIn, 92% of the surveyed HR professionals and hiring managers are now focused on soft skills because they are considered more important than hard skills. It’s a trend that mirrors Chinese search giant, Baidu, whose rich snippets can take up to 70% of the space on page one. Issues like new vaccinations, the use of global water resources and new technological ability to monitor crops even further will continue to play a role in the United States and in agricultural procedures in the rest of the world. Here are some starting points: With the advent of COVID-19 and the increase in eCommerce, search visibility becomes even more important, especially for businesses that are pivoting to an online model. And it has been adopted by digital marketers at a rapid pace. For recommendations on tapping into the innovations in different digital marketing channels, including email, social media and search engine marketing, see all the other posts from the Smart Insights team covering channel-specific digital marketing trends for 2020. 2020 will be an even stronger year for cause-related marketing, particularly in the face of COVID-19. 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