Business development · 4 March 2020

Major digital trends to watch out for

With an increasing reliance on tech and mobile, the need for brands to both understand and maximise the latest digital trends has never been greater.

In fact, a recent survey of 1, 000 UK consumers, carried out by Green Park Content, found that the vast majority of consumers between the ages of 18 and 24 were heavily influenced by the appeal of branded content, with 69% of those saying that they would make a product purchase after seeing it online.

That said, how can brands maximise both content and other forecasted digital trends to make 2020 their most lucrative year yet?

1. Presenting impactful digital experiences

A strong level of continued development is forecast for E-commerce in 2020, with the UK’s digital marketplace showing a 12% year-on-year growth according to analysis conducted by Mary Meeker in her latest trends review.

Furthermore, the most recent marketing and advertising cycle published by Gartner Digital includes 22 burgeoning technologies for companies to consider utilising for digital experiences, media, messaging and content.

While many of the featured technologies are not expected to hit the mainstream in the next five to 10 years, the most significant of those that are anticipated to do so within a two-to-five-year timeframe is personification, real-time and conversational marketing.

Personalisation is an approach whereby relevant digital experiences are delivered to individuals based on their supposed membership in a defined customer segment, as opposed to their personal identity. It has become an increasingly popular method for digital brands in recent years.

Meanwhile, real-time marketing encompasses a variety of long-integrated techniques, like marketing automation and personalisation in response to customer behaviour and has already been adopted by many businesses with high digital maturity.

2. Opportunities to capitalise on digital media

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There is a growing need to review the digital media opportunities that are available to firms as they move into 2020, not just over paid media, but owned and earned too.

Facebook, Google and LinkedIn are already proven to be among the strongest and most reliable digital platforms out there, and further research on the global revenues of US-based advertising platforms shows how investment is increasing across all of them.

For example, between the first quarters of 2017 and 2019, there was a 1.4x increase in Google’s revenue from advertising, taking it to around 35 billion at its highest point, while Facebook showed a 1.9x rise across the same period, moving total revenues up to just shy of 20 billion.

A longer-term trend that is also presenting steady development is the use of mobile interactions, with more and more industries become heavily dependent on them.

This growing demand is set out in the Merkle Digital marketing report, which reveals that an astounding 84% of overall clicks now come from mobiles or smartphones. These findings suggest that there is an ever-greater need for businesses to optimise their landing pages for mobile-centric audiences.

3. The nature of digital content


 
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ABOUT THE EXPERT

Sven Lung, formerly founder and CEO of BrandAlley, is CEO at Green Park Content, which creates brand publishing platforms for brands including Unilever.

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