2020 Marketing Trend Predictions

Somediafy posted a 2019 marketing trends review last year (see blog post titled, “2019 Marketing Trend Predictions”).  Below is  recap of Somediafy’s 2019 marketing trend predictions (with outcomes).

2019 Marketing Trends Review:

1. The Rise of Google My Business.

Google ‘My Business’ was important in 2019.  It will become more important in 2020 as ‘near  me’ searches continue to trend upward (Source: Podium.com).

2. Increased focus on retention.

Organizations that retained customers benefited (and will continue to benefit) from lower marketing costs.

3. Consumers’ trust in reputable content.

Consumers will continue seek and rely on reputable content.

4. More Voice Search Usage.

Twenty-percent (20%) of mobile queries are voice search (Source: Brafton.com).  Voice search will continue to rise.  See 2020 predictions below.

5. Growing popularity in USPS Informed Delivery®.

USPS Informed Delivery® had 15.5 million users in February 2019 (Source: Mailomg.com).  USPS Informed Delivery® now has now has 21.6 million users (Source: USPS.com).  USPS Informed Delivery® grew at a solid 39% growth rate.

Somediafy’s 2019 marketing trend predictions held up quite nicely.  The year 2019 will soon be in the rear-view.  Let’s now look forward to the year 2020.

2020 Marketing Trends Predictions:

The year 2020 will bring several trends to follow.  These trends include (but are not limited too) a continued rise in voice search, increased business intelligence use and the rise of Tik Tok.

Here is a snapshot of potential marketing trends to watch in 2020.

1. Voice Search will continue to rise – The Wall Street Journal recently reported that voice devices (e.g., Echo Dot) were among leading 2019 holiday items purchased by consumers on Amazon. Increase voice search platform participation will ultimately lead to more voice search usage.

2. Organizations with abilities to aggregate data will gain competitive advantage(s) – Organizations with abilities to aggregate data across multiple sources will be able to better leverage business intelligence.

3. The Rise of Tik Tok – The social media platform Tik Tok is gaining traction at a steady clip. Tik Tok’s growth is expected to grow in 2020.  The graph below depicts Tik Tok’s recent global internet traffic (Source: Alexa.com).

Tik Tok’s Global Internet Traffic:

TikTok Growth Trend

The 2020 marketing trends above are not meant to be comprehensive.  The marketing topics above warrant attention going into 2020 based on growing interest and necessity.  Somediafy hopes you find this blog posting useful.  Contact Somediafy if you have any questions, or comments.

2019 Marketing Trend Predictions

The year 2018 has come to an end.  The new year will bring about many marketing opportunities.  I have identified several marketing trends to monitor in 2019.  These marketing trends include a) the rise of Google My Business, b) an increased focus on retention, c) consumers’ trust in reputable content, d) more voice search usage and e) growing popularity in USPS Informed Delivery.

Here is a snapshot of each potential marketing trend to watch in 2019.

  • The Rise of Google My Business.  Google My Business is a platform to help businesses reach and engage with customers across Google Search and Maps.  Businesses should complete Google My Business profiles and utilize the service.  Using Google My Business can potentially help businesses with SEO (Search Engine Optimization).  You can learn more about Google My Business by visiting https://www.google.com/business/.
  • Increased focus on retention. It is becoming increasingly difficult acquire new customers.  Retaining current customers and generating positive Word-of-Mouth buzz will help businesses gain and sustain competitive advantages.
  • Consumers’ trust in reputable content. Consumers can overlook your magazine ads, skip through your commercials and avoid seeing your billboard ads.  Consumers will trust the advice they get from family, friends and co-workers.  Provide outstanding service and encourage customers to speak [positively] about interactions with your brand.
  • More Voice Search Usage.  Voice-based commerce sales in the United States surpassed $1.5 billion in 2017.  Voice search sales are projected to reach $40 billion by 2022.  Surfacing among traditional organic online search requests is becoming harder.  Consider optimizing your website for voice search in 2019.
  • Growing popularity in USPS Informed Delivery®.  I must first admit that I work for USPS (United States Postal Service).  I have not seen Informed Delivery® mentioned as a potential 2019 marketing trend in mainstream marketing publications.   USPS Informed Delivery® allows organizations to connect their hardcopy mail and digital marketing strategies by providing users (aka direct mail recipients) with a preview of their mail before it arrives.  I am seeing more marketers use USPS Informed Delivery® across financial, non-profit and retail sectors.  You can learn more about USPS Informed Delivery by visiting https://www.uspsdelivers.com/creating-interactive-experiences-with-informeddelivery/.
Informed Delivery
This is an example showing how ESPN is using USPS Informed Delivery® .

I hope 2019 brings you good tidings!  The marketing trends above are not meant to be comprehensive.  The marketing topics above warrant attention going into 2019 based on growing interest and necessity.  I hope you find this blog posting useful.  Contact me if you have any questions, or comments.

 

 

 

 

 

 

Sources:

Forbes.com –  “5 Marketing Trends to Pay Attention To In 2019

Entrepreneur.com – “10 Marketing Trends to Watch in 2019

Duct Tape Marketing Podcast – “The Top Four Marketing Trends for 2019”

USPS.com – “Creating Interactive Experiences with Informed Delivery®

 

Retail Marketers Plan to Shift More Ad Spend to Amazon

eMarketer is reporting that more retailers are allocating advertising dollars to Amazon.  Eighty-percent (80%) of retailers plan to increase their Amazon ad budgets next year.  It is too soon to see how increased Amazon marketing spend will affect Facebook and Google.  This is a situation worth monitoring going into 2019.

Source: eMarketer.com

Millenials and the Mail!

Millenials will outnumber any other generation by 2019. Millenials are the members of the population born between 1980 and 1996. Millenials are known for extensively using mobile devices and multi-tasking. A recent report by the Office of the Inspector General (OIG) finds that millenials like the United States Postal Service (USPS). Millenials prefer direct mail more than you think! Other USPS OIG findings are as follows:

  • Millenials grew up using digital devices; however, still prefer print. USPS research shows that half of millenials agree they “like to discover what the mail brings every day and consider time spent looking at/reading mail time well spent.”
  • A Gallup poll found that 95% of adults 18 to 29 enjoy receiving personal mail.
  • Ninety-percent (90%) of people ages 25 to 34 find direct mail reliable.
  • Sixty-two percent (62%) of millenials said they have visited a store in the past month based on information received in the mail.
  • Sixty-nine percent (69%) of millenials like receiving, and using, coupons by mail from local restaurants and retailers.

What does this mean?

Millenials are extremely familiar with digital devices and marketing; however, prefer print. Furthermore, millenials interact with mail in different ways than prior generations. Advertisers and marketers that can build seamless links between direct mail and digital advertising through a “multi-channel” campaign can perhaps most benefit from direct mail advertising.

Do any of the findings above surprise you? Feel free to leave a comment.

Source: The Postal Record, October 2018