Only a few days left to start welcoming the new year! What would be the best things to prepare for and what trends will 2020 hold for us Digital Marketers? Let’s dive right in and discover the latest news and the biggest trends to look forward to this 2020.
Digital Marketing News: Twitter’s New Publisher Dashboard, Why We Follow Influencers, Snapchat’s Unskippable Ads, & TikTok’s Social Commerce
Adopting to changes and being prepared for new technologies this coming new year is a given to us Marketers. What worked once might not work in the year ahead. But don’t be afraid with the changes! Continuously learning what works for you and keeping updated will always put your strategy in the right track.
Instagram Removing Likes Could Boost Social Commerce and Retail Measurement
Instagram’s hiding of like counts could lead some businesses to increase their use of so-called shoppable links that focus more on direct social sales journeys, and eMarketer takes a look at recent survey data trends in the area.
Mobile video ad inventory jumps 31% as viewership grows, study says
Mobile video ads remained the fastest-growing digital ad format, with inventory during the third quarter of 2019 rising 31 percent, as mobile ad spending in general also increased, climbing 28 percent from Q2 according to newly-released report data from PubMatic.
Nearly half of businesses aren’t investing in personalization technologies despite citing customer experience as a top priority
79 percent of digital customer experience (DCX) executives say DCX is a high priority for their business, yet some 46 percent don’t have budget for the technology and tools in place, and just 27 percent are testing personalization tools, according to new report data of interest to online marketers.
How to create an effective digital marketing budget for 2020
Maximizing the reach of your budget with these tips is a good way to start the incoming year. Fully knowing your business and your audience will help you determine on how to move forward with your plan, and will help you figure out what works best within your budget.
What are your main goals this year?
The best way to start planning your budget is to be very clear about your goals for the upcoming year (or quarter). Having goals in place will allow you to prioritize the tactics that you should focus on the most.
Once you know what you want to achieve this year, you should look at your past results to help inform your 2020 strategy and budget.
For example, some of the things you’d need to look into:
Which channels drive the best results, consistently, based on your marketing objectives? These are the channels you’ll want to continue to invest in and even increase your spending.
Which channels aren’t performing well enough? If you’ve tried out certain channels and they’re simply not producing results, it might be worth removing them completely from your strategy or cutting down the budget.
Which marketing tactics have you used in the past? What was your ROI (return on investment) for each of these tactics?
When performing this audit, keep your goals in mind so you’ll know which tactics will actually help you achieve these objectives.
That said, if a strategy didn’t work out for you as you’d hoped it would, that doesn’t necessarily mean that you should altogether remove it.
Here’s an interesting study from Hook listing out marketers’ biggest inbound marketing priorities for 2020:
Paid Social Performs Better Than Expected This Year, New Report Says
As Social Media gives out more opportunities for as Marketers, this just proves to show that we have so much to look forward to in 2020. Social Media platforms continue to evolve right in front of our eyes, but that doesn’t mean that we will just stand by and watch. More challenges = More Opportunities!
Social networks will account for a greater share of programmatic digital display ad dollars in 2019 than originally expected.
According to a new report from eMarketer, estimates for social as a portion of total programmatic are up compared to what was forecasted in April 2019.
“Since our April 2019 forecast, we’ve increased our estimates for social as a portion of total programmatic thanks to stronger-than-expected performance from social networks, such as Facebook, Twitter and Snapchat, and ongoing expectations that advertisers will continue to seek out social networks and other walled gardens over the next 24 months.”
9 Email Marketing Best Practices for 2020
Make it easy for your audience and potential customers to subscribe and read your email by taking these tips and techniques into your marketing strategy. Always find ways to keep your customers engaged and to lead them to make an action with these tactics below.
1. Truly connect with your audience
At one point in your online life, you may have received tons of offers to buy erectile dysfunction drugs or to join a matchmaking community for veterans. But your consumer profile probably didn’t fit these products, likely not even close.
2. Customize your blasts
Email marketing tools – much like tweets and Instagram ads – should speak directly to a specific reader, and there’s no better way of doing this than by customizing the content of your emails.
After segmenting your email recipients, get to know them better. What appeals to them? What are they looking for when browsing for products and services? How do they define good customer service? What made them visit a website and subscribe?
3. Grab your audience’s attention, and keep them interested
Today’s consumers are multi-taskers – they’re scrolling their news feeds while watching video, and checking for work-related emails in between. The competition for attention is greater than ever.
As such, you need to formulate creative ways to grab attention, and hold it until you’ve delivered your message. You can use witty headlines, visually-appealing images, and straightforward emails – strictly no click-bait.
You can also build a sense of urgency, tapping on today’s culture of “FOMO” (fear of missing out). Try using “You’re missing out on amazing rewards”, or “[URGENT] You’ve got ONE DAY to read this…”.
Humor also never fails. The Muse has used the subject, “We Like Being Used” while OpenTable had “Licking your phone never tasted so good” as the header of one of its email campaigns.
Wanna know more? Click on the link below.
Most Online Minutes are Spent on Mobile
In this time and age, almost everyone is always on their mobile gadgets and connected online. In what ways could you use this to your advantage as you create your new strategies this coming year? Time to get creative and brainstorm with your marketing team!
Looking at figures for various countries, around three-quarters of online time, on average is spent on mobile devices. The largest amount of time being spent on mobile devices is seen in Indonesia and India, with 91% of online minutes being spent on mobile. Brazil also sees a lot of mobile usage, with mobile accounting for 85% of online minutes.
The UK and the US are always equal in the percentage of online minutes being spent on mobile devices, with both standing at 77%. While Canada reports the lowest use of mobile (72%), still well over half of people’s online time is being spent on mobile devices.
Ultimately, this means that marketers really do need to be thinking mobile-first and decisions should always come back to how does this looks on mobile. Improving your mobile marketing will ensure that your site and brand is better suited to the browsing habits of most online audiences.
What in the Name of Marketing Is Reverse Positioning?
As the article suggests, this strategy is not always utilized but very effective. You may want to consider this tactic into your future marketing plans as you take an in-depth look on how big brands used it as a strategy. Targeting and evoking big human emotions has always been effective no matter who the audience is, but don’t forget to be transparent and genuine to them to gain their trust.
In 2011, Patagonia released an ad on Black Friday advising consumers not to buy their jackets.
In 2015, Dove released a campaign that celebrated women, rather than showcasing their deodorant or body wash.
The tactic used in these campaigns is called “reverse positioning.” It’s a unique marketing strategy that emulates this quote coined by marketing cartoonist Tom Fishburne:
“The best marketing doesn’t feel like marketing.”
Reverse Positioning is a marketing strategy in which brand or cause awareness, or consumer appreciation, is the primary goal, instead of moving the buyer to purchase a specific product.
Also called breakaway positioning, this marketing strategy uses techniques such as informing consumers about the different features of products, how they were made or function, or even their appearance. This builds consumer trust and awareness.
In breakaway positioning, a call to purchase may not be included. The focus of the campaign might be the company values or beliefs of the consumers.
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