If there’s anything that 2019 taught us, it’s that nothing stays the same. It would be foolish not to apply the same theory to 2020 and the marketing trends that are bound to define how businesses and brands move next year.
There will always be new trends and it’s our job as marketers to be ahead of the curve and utilise them quickly before they become the norm. By being on to trends first, we have a better chance of capitalising on them.
At Distract we never underestimate the importance of putting people first, or what we call Personal Branding. People buy from people, it’s as simple as that. So why are brands hiding behind logos and slogans? In an era where trust has never been more important to consumers, isn’t it time that we stripped back the curtain and let people shine through?
People can gain more trust and loyalty than businesses ever can. Those strong bonds are vastly underestimated by too many marketers. The fact of the matter is that everyone should have their own personal brand. Whether you’re the head of the company or working in any other role, personal branding is a fantastic way to grow your influence. It offers great insight into how companies operate, what their values are and what consumers should expect.
In 2019 we saw a massive rise in what we call Underpriced Attention. When people think of digital marketing, they instantly look to Facebook and Google. They’re right to do so, they work well. But people are often quick to dismiss the potential of other platforms that aren’t fully utilised for their marketing potential.
Chances are, when you type a question into Google, one of the top results will be from Quora. Quora is a questions and answers website that was lying low until recently when it opened up its platform for digital advertising.
Think about it like this – if a prospect is searching for information about your company, product, competitors, or industry, Quora presents you with a unique opportunity to slide between insightful responses with a contextually relevant ad. Essentially, it shows them what they’re looking for, which could be you.
Using Distract as an example, if someone on Google types in “Do I need digital marketing’, they can quickly find their way to Quora for their answer. While going through the answers to their question, they’ll find such answers on offer from Distract. Getting in front of people when they need you the most has never been easier if you know where to concentrate your efforts.
We can apply a similar theory to advertising on Reddit. The social platform calls itself ‘the front page of the Internet’ for a reason. 42% of Reddit’s audience is young people aged 18-24, and the site receives over 1.6 billion visits a month. Reddit is often ahead of news sources and is where a majority of original content appears first, before being broken down into video or even blog content for other social media platforms. For businesses and brands looking to engage that audience, Reddit is the perfect platform.
The reason why Quora and Reddit are such excellent advertising platforms is that they have low competition but with massive opportunity. The current lack of meaningful advertising competition means that engaging with their unique audiences there is relatively cheap, but with the potential to come with big payoffs. This underpriced attention is what marketers crave, and it’s one that is going to be incredibly important moving into 2020. More platforms will come to the fore, so it’s worth seeking out where audiences may be heading.
One thing that we think everybody should be doing is creating an innovative marketing fund. We think it’s best to have 30% of your marketing budget set aside to take risks. It’s unlikely that every time you take a leap at something new you’re going to be successful, but without trying, you’ll never know.
The risks that pay off go back into the 70% of your usual marketing budget, growing as you find the ones that succeed. We’ve found great success using this strategy and it has helped push our clients forward too.
Shoppable posts made some waves later on in 2019, especially on platforms like Instagram, where 80% of users already follow ‘active shopping businesses.’ 200 million people visit business profiles daily, so why wouldn’t you want to be a part of that?
For eCommerce businesses specifically, shoppable posts bring about new opportunities to get in front of new audiences. It’s as simple as attaching a product catalogue to your business’ Instagram page and tagging products in posts. It’s easy to set up and with more and more people shopping online, it can act as a fast-track to get people to your online store. There’s no doubt that shoppable posts are only going to be more important for eCommerce brands next year and we’re likely to see more innovation here in order to drive conversion as it becomes more crowded.
Marketing has developed faster in the past few years than it ever has before. 2020 will simply be a continuation of that fast-paced evolution as marketers race to be at that fabled ‘bleeding edge’. It’ll be an interesting year for sure, and we can’t wait to get started.