What’s changing in the world of marketing? How do you best harness new marketing opportunities to reach your business goals in 2020?
“The secret of change is to focus all of your energy, not on fighting the old, but on building the new.” Socrates
The world of marketing has changed hugely in the last few years. This is due largely to the internet, and the way we communicate and seek out new information. As a marketing consultancy focused on growth, we prepare for opportunities and a changing landscape by reviewing what’s happening in the world of marketing. In a world of constant adaptation, regular horizon scanning provides guidance and supports business planning.
Here we outline key emerging marketing themes to be aware of in 2020:
- The definition of marketing is changing and a broader, more diverse range of people from across the business are getting involved.
One key finding is that while the definition of ‘marketing’ is constantly changing, it’s also becoming broader. Marketing is no longer just the domain of marketing departments. Professional marketers must now work together with other departments to focus on building great customer experiences and engaging customers for longer-term relationships.
There’s a broader, more diverse range of people getting involved, formally or informally, in what was once considered the ‘domain’ of marketing. And organisations of all types and sizes are getting more serious about marketing. We see many of our SME customers taking greater ownership of marketing, educating themselves and looking for efficient ways to drive outcomes.
- Customer experience is increasing in focus.
Greater integration aligning customer experience with the external brand promise is also a growing focus. Hubspot recommends you place your customers at the centre of your marketing efforts with a heavy emphasis on customer service and training to equip your customer service team with tools to delight and surprise your customers.
We work with a broad range of organisations. Those clients who are small business owners also recognise the need for greater integration across the brand – connecting the brand promise with delivery in order to surprise and delight customers and build a loyal base of advocates.
And with a recent PWC report finding that 75% of Australians surveyed believe that employees have a moderate to high degree of impact on their brand experiences, it’s vitally important to engage your team in developing a great customer experience.
- Content marketing continues to grow in importance.
In its marketing trends for 2020, Hubspot claims that inbound marketing is being used to reach more audience members organically and that outbound marketing (tactics that interrupt audience members from whatever they’re doing) is becoming less effective in reaching prospects and leads.
We also agree with Hubspot when they claim that that content marketing is vitally important to the business development process. 47% of buyers view three to five pieces of content prior to engaging with a sales rep and 70% say they’d rather learn about new products through content over traditional advertising.
- Technology continues to have a massive impact.
Technology will continue to have a massive impact on marketing. All the technological changes that have occurred in the past few years mean that modern buyers are displaying significantly different behaviours than in the past.
Technology is becoming the premier interface between brands and people. It allows campaigns to be more personalised and immersive for consumers. Useful software tools like Hubspot are helping to disrupt the market and empowering organisations to develop their own systems.
- Increased demand for creativity in marketing.
Digital marketing provides endless, creative and targeted ways to get customers to notice you. However, the growth of technology also means that dwindling numbers of marketers have been focused on creativity to drive marketing strategy. According to this report, in 2013, 47% of US marketers were focused on creativity to drive marketing strategy while in 2018 that number was 29%.
But the tide is moving again with increasing demand for creative thinking to take centre stage. Apparently in 2022, for 56% of marketers, both creativity and technology will play an equal role in determining where and how they engage with customers.
If you need assistance defining your marketing direction to reach your goals in 2020, please do not hesitate to contact us. As a strategic marketing consultancy, we can facilitate a range of planning exercises to suit your needs.
To book in for an initial free consultation to discuss your goals for 2020, please contact Damien Edmonds on 0447 147 788 or firstname.lastname@example.org.
Image source: iStock ID1067682380.