It’s the start of the 2020s and even though the new decade hasn’t gone off to the start that most of us expected, we are still seeing remarkable things happening in the world of marketing and advertising. Here are some of the things for the prospective marketer to keep their eyes on as we begin the new decade.
Look for smarter algorithms and technology to take personalization to the next level.
We are more connected to our devices than ever before, and that is a trend I do not anticipate changing soon. As such, consumers have also become quite proficient at ignoring those pesky ads creatives and media marketers spend hours toiling over. Never fear however as this does not mean we should throw up our arms in despair. The need to capture the attention of smarter consumers simply begets the need for smarter programming in our marketing efforts. In an age where the line between invasiveness and convenience can become blurry when it comes to online tracking and strategic ad placement, smart marketers need to know their consumer well enough to appropriately navigate when the best need states are for them to not only see, but consider the advertising that is placed in front of them. Fortunately, with advancements in AI and machine learning, these are becoming slightly more easy waters for marketers to navigate.
Tik-Tok: No longer just a hit by Ke$ha
With the easier and more sophisticated avenues to stream and consume media, consumers are gravitating more and more to video as opposed to static pictures. TikTok, the exponentially popular short video app, currently has over 800 million active users worldwide, with the target segment being young adults between 18 and 24 years old. Brands whose positioning stake is heavily rooted in younger demographics should include apps like TikTok, if they haven’t already, to not only input campaigns, but also to engage with people utilizing consumer-generated content. Perhaps TikTok’s secret and unsung ingredient, like what made Vine popular, is the beauty of short but effective content. In our busy, over-communicated world where we are easily distracted, it is important that marketers learn further towards simplicity and find concise and creative ways to deliver video content.
As always, customer experience is key
As Jeff Bezos said “The No. 1 thing that has made us successful by far is obsessive-compulsive focus on the customer”. Don’t underestimate the small gestures that transform the expected into the extraordinary. Using the analytic tools at your disposal to send a personalized note or an extended gesture to a loyal customer can be the difference between a customer and a loyalist.