Over the last year I have learned that we actually know nothing. I used to follow a lot of forecasts in different Fields. From economics, through technology, media and even politics, but over time I realized that over all, these predictions are relevant to the moment they were written (at best…). We got a Significant proof for that in 2020.
And yet, why did I write an article about the marketing trends that await us in the coming months?
Despite everything, there are some phenomena that I think are important to pay attention to — they may be much larger than they are now, and may rise to a lesser intensity, but in my opinion, these are phenomena that are here to stay, so if you are a marketing manager or generally interested in marketing trends, I suggests that you consider the following points:
First, I will return to the introduction I wrote at the beginning of the article and in general about what we have experienced in the past year — schedules and planning mix between the short and long term, the strategic and the tactical.
It seems that short-term planning and rapid development are becoming the new normal and marketing managers need to “juggle”, between building the brand for the long term and adapting the campaigns in the short term and the things that are happening around us.
A great example is what General Motors did in 2020. The company adopted the flexibility approach to the rapid development of new partnerships in response to market needs. Within 18 days, the company, which is behind brands like Cadillac and Chevrolet, has developed a new line of business, including within its marketing department, to assist medical device company Ventec Life Systems in manufacturing fans.
2. The evolution of brand “spokesperson”
The effect of Micro influencers on stages such as: Consideration or acquisition, will continue to grow. Stays in homes, canceled events and even meetings with friends or family that have become a rare commodity — have led to an increase in live broadcasts, whether it be a branded live broadcast, a live video from our favorite celebrity or an online workshop.
Facebook recently reported that live views rose by 50% during quarantine periods, Instagram views rose by 70% and an entire book can be written about the use of TikTok — this trend is likely to continue.
At the same time — as marketing managers or as creative managers, you must adapt the creative precisely to each platform because the user experience differs significantly between the various networks.
3. The consumers are looking for 3 main things: Connection, Convenience and Value
The epidemic has fundamentally reshaped the way we all live, work, shop and even play. Social distance has accelerated the consumption of digital media (although in the past we thought it was already accelerated enough…) and other areas such as virtual events. Some of the new habits will stay with us and others will probably dissolve once the current health crisis is over.
According to a report by McKinsey, changes in behavior are not linear, and their stickiness depends on the user experience. Connection, convenience and value are what will bring the customer back to your brand.
It is important to remember that our world as consumers / users of a particular brand, takes only a small part of our day, most of the time in our day we do not revolve around a particular product, app, website or service so we must reach people’s hearts and not talk to them overhead.
4. E-commerce as a way of life for brands
“Thanks to” the epidemic, even those who were not at the forefront of technology began to adopt the digital arena, and even when people return to shopping in stores, it is no longer possible to ignore e-commerce and the digital experiences to which they have been exposed.
Social media platforms have continued to blend commercial content, connect consumers to brands and shorten the sales funnel.
Facebook has added Shops Tab, Instagram has pushed Shoppable posts and e-commerce options on IGTV and Reels and TikTok have launched Shoppable Livestream — recently in collaboration with Walmart, a move that further highlights why Walmart, the retail giant, wants Acquire a stake in the company.
The world of social commerce will continue to grow significantly, and the value of companies engaged in social shopping and live broadcasting will continue to rise.
5. Voice and Visual search
Last year there were already those who expected that by the end of 2020, we would all be talking to our devices much more than typing with them.
The trend has only intensified, with more and more consumers using and searching using voice-activated tools such as Alexa and others. Maybe it’s happening because people got stuck in the house and no longer had anyone to talk to, so they started talking to the devices around them and maybe just because the technology is more available (about one in four American homes has some kind of smart speaker).
In addition, it can be said with almost certainty that other creative search methods will appear, such as visual search — tools like Google Lens allow consumers to search for everything they see.
As a marketing executive, you need to focus even more on alt-text in images and sitemaps for images. Over the coming year, voice and visuals will become increasingly important. In the SEO game — brands that are currently working on their site or working on site renewal must support visual and audio search, this will give them a competitive advantage and can increase digital commerce revenue by about 30%.