A new year has started and you probably wonder what new trends come with it. At Bright we have asked ourselves the same question and have taken a closer look at the digital marketing trends for the next 12 months. Continue reading to find out which trends you should keep an eye on and why.
Two thirds of people memorize information better using graphics or images. In addition, our brain processes images about 60,000 times faster than text. So it is in the nature of human beings that images raise our attention and affect our attitude or even behavior. This trend is particularly evident in the expected growth figures for online video advertising channels. These are expected to grow to a third of the TV advertising market by 2021. The majority of marketing experts seem to agree with the growth projections and plans to increase investments in online video advertising over the next twelve months. That seems to be money well invested, keeping in mind that we are 85% more likely to buy a product after watching a video about it.
That is not at all a new topic for us at Bright IT. Find out more in our webinar on storytelling and, in case you are using Episerver, check out our Visual Storytelling Components Add- On which makes it easier than ever to visualize your content - without any IT support.
This year it’s all about the customer and their brand experience. Nowadays, potential buyers come into contact with a brand in various ways and the customer experience goes far beyond the actual buying process. To continue being successful as a brand, it is therefore more important than ever to coordinate and integrate all your marketing activities. A coherent brand experience across all customer touch points and marketing channels is a key factor for success. A personalised customer experience plays an increasingly important role here and therefore should be given higher attention.
The topic of personalisation has been on our agenda for years and you might want to check out this overview of the most important personalization strategies published on our blog.
In 2020, artificial intelligence (AI) will continue becoming a more common integral part of digital marketing. Technologies such as voice search, smart voice assistants and chatbots have only become possible due to AI. Conversational marketing is considered as one of the key innovations of the past few years and will play an ever increasing part in the customer experience. The direct and fast exchange of information between the customer and an organisation becomes a differentiator in customer acquisition and retention and boots decision making. According to a study by our partner Cognigy, 56% of surveyed consumers are more likely to consider buying from a company that offers direct contact options – for example using a chatbot. In addition to chatbots, voice assistants (1.6 billion expected users this year) also offer a promising touchpoint for interactions with prospect buyers this year.
You can find out more about this topic directly from Cognigy – for instance check out this whitepaper on the topic of Conversational AI
Companies agree: Data-driven marketing improves conversion rates and customer acquisition in general. A better understanding of the target group, personalization and the creation of stronger customer relationships are just some of the many advantages of big data (or whatever else is loosely labeled as big data). Nevertheless, it remains difficult for most companies to implement a data-based marketing strategy. In addition to actually obtaining the data, storing and analyzing it in a single place still is one of the biggest obstacles. Companies are also facing growing challenges due to the continuously increasing data protection requirements and elevated data privacy expectations from consumers - not least because of the numerous data breaches over the past few years. It remains to be seen how this trend evolves and what new developments 2020 may bring for the implementation of successful data-driven marketing.
Check out this article to learn how HDI Global, one of our customers, has already overcome some of these obstacles and effectively implements data-driven marketing.
In summary, it can be said that a lot will happen in the field of digital marketing this year. It offers new opportunities and ways but also challenges that have to be mastered. To make sure that you don't miss any of this, sign up for our newsletter. At Bright IT, we are right by your side with advice and the ability to execute on all of the above - so you may take advantage of new opportunities, break new ground and take on the challenges.