At the end of 2019, DigitalMarketer released an article titled “How Digital Marketing Will Change: 17 Predictions for 2020“.
Digital marketing is no stranger to changes. We have to stay on our toes if we want to stay relevantDigitalMarketer
This quote was a strong start to the article that I completely agree with. Throughout the article different experts discuss what changes businesses and content creators need to make to maintain relevancy as the digital landscape changes. The fact that the article was not written by one person but instead was a collaborative effort surprised me, but from reading the different perspectives I believe it was vital to include differing opinions in the article.
Benton Crane described it as “marketing chess”. I thought that was interesting way to describe the idea that needing to have differing kinds of content is vital. I agree that that is a great way to adapt to algorithms while maintaining a brand image.
Additionally, I agree with Logan Fletcher’s perspective that video content is becoming more prominent. I see more people engaging with video content than reading articles or viewing images. Later in the article, Jenna Snavely discusses something similar, that I agree with. Video content is vital to building a brand voice, especially in short formatting. If you serialize it, however, that could lead to a decrease in viewership due to people losing interest overtime.
I agree with Michelle Barnum Smith’s perspective that branding can be about building a community, but I don’t know if agree that making chat bots is a good way of going about that. The issue with the telephone numbers popular creators like Philip Defranco and Gary Vee have are the lack of personal responses.
They claim to get to as many as possible, but many are left without personal responses and more generic messages that leave those who sent messages feeling out of place. Increasing chats or creating chat bots might just make your company feel less human rather than more human.
Tara Robertson discusses that many businesses need to have the ability to stand out in order to succeed, and with that I agree. However, I find myself disagreeing with the quality over quantity only approach.
It is okay to have some low quality content, especially through platforms like Snapchat or features like Instagram stories. Being more authentic is vital, yes, but if you cannot keep up with producing content it might get left behind. However, some platforms are working against that. Tik Tok on one hand is still promoting older videos of creators unlike other platforms that provide more current content.
Nathalie Lussier, in her part of the article, discusses how more companies will likely pay for more digital ads rather than TV ads. I personally know many who are disconnecting from services such as cable in favor of Digital platforms like Netflix and Hulu. It is likely that people will pay for their ads to go with shows they were already marketing with, just on different platforms than they were originally. I definitely agree that this will more than likely cause an increase in pricing.
The article also discusses intensifying polarization and woke marketing.
I agree that more marketing is based on the political climate. This can be vital if it matches your brand image, or if you are working directly with a political campaign. However, people need to take that with hesitation and think about it before they finalize it, as they could easily make their target market feel unwelcome, like what happened with the Scandinavian Airlines Ad.
Through this advertisement, Scandinavian Airlines (SAS) hurt its brand image by discrediting the country it represented. It later pulled the original ad, and reformatted it to be shorter in length.
Many online posted about the commercial and how it discredited its own audience. This is why marketers need to tread carefully when they attempt to create ‘woke’ ad campaigns.
As we continue through DigitalMarketer’s article, I tend to agree with those who discuss their predictions.
Rachel Pedersen discusses different strategies that businesses and creators may want to use, and how real content is what people are looking for.
I agree that more people are looking for real content produced by people rather than corporations. By creating real content and being honest with those who engage with your content you are more likely to maintain your audience.
I agree that Tik Tok is vital as more people are joining the platform. Going Live seems to be more prominent as time goes on, but you need to ensure you have the capability for it.
I do not know if agree that the podcast should be done anywhere, as sound quality is important, and if what is happening in the background distracts your audience from your content, it might not be worth it. I don’t know if I fully agree with disregarding Photoshop entirely, but I do agree that it shouldn’t take away from the authenticity of photos. If you use it to fix lighting or edit the photo to be dramatic or unrealistic on purpose it is different than fixing what you perceive as flaws that are not actually flaws, such as the scar example.
I agree that videos should not only be scripted, but a lot of the time is there is not even an outline the videos can ramble and not make a point. Make sure to stay on topic if you have one.
I agree that people and companies should be honest. If you’re honest now, people will believe you later. You do not want to be the boy who cried wolf.
Reading the section about honesty reminded me of a movie I went to see last night and the marketing for it.
I went to see My Hero Academia: Heroes Rising on the first night I could. In the movie, two of the children characters cry wolf and claim to either be missing or under attack when they are not actually in danger. This causes one of the characters to not believe them when actual danger arises. As I read the article, and reached the section on honesty, that is what originally made me think of the movie and relate it back.
However, I had also been watching the advertising campaign for months from the official accounts. There was a lot of hype for the movie provided by the fan-base alone, and the official companies and voice actors were able to use that to continue the excitement for the film.
One such voice actor was Zeno Robinson, who was announced as the voice actor for a popular character, Hawks, who had not appeared in the show yet, but was a prominent character in the movie.
Ash Roy made a similar argument as Rachel Pedersen that podcasting would grow, though Ash Roy went more into it. I agree that podcasting will grow. I’ve even started one, though I have not had much time to record for it. I agree that voice search is increasing as well, especially through Google Assistant and Amazon Alexa. My Online Search Strategies class is focusing so much on how people search but we haven’t even discussed the difference in searching with a person’s voice and with their laptop or phone and how that could change the keywords and phrasing.
I agree with Neil Flinchbaugh, that Facebook is excellent if you are looking to gear towards a specific market and is highly competitive. I agree that they will have to gain people’s attention quickly. Nothing click-bait works for most people, as if it isn’t what they expected they just close out of the tab. Loops work very well especially when you use stories. This is why Tik Tok and vines work so well to be remembered. People watch them on loop.
With Eva Gutierrez’s perspective, I agree that having high quality content will be more likely to gain sponsors and new viewers, but without creating a high quantity of content it will be less likely to be seen.
Ralph Burns I can agree with in the sense that engagement bait is extremely popular, especially on apps like Tik Tok. “Like and Follow for pt 2” and “If this gets __ likes I’ll make a part 2” are often heard on the app. This often annoys people more than anything else, but it does work.
With Mike Rhodes I agree that it seems automation is being implemented more and more. If you do not utilize AI in your work it seems it won’t go places.
I tend to agree that targeted keywords are less likely to be effective, but I honestly do not think they will disappear entirely, as they are prominently used in how websites and content is found online.
I agree that cross channel is important. By creating similar content that matches your theme across different platforms you can gain audiences from one platform to the next.
Sherry Bonelli and I agree that the google business profile is replacing homepages more and more, as I often select businesses based on the google results rather than going directly to the website. However, I feel this is already happening more and more and is not a new trend for 2020.
Overall the article seemed like most knew what they were talking about and had great ideas of where to go, but the digital landscape is changing so rapidly that if you use one platform more than another you will gain a different perspective of what is going on and what will happen.
TLDR: The article by DigitalMarketer provides some great incite into the field of Digital Marketing for 2020, and some trends are simply continuing rather than just starting now.