Marketing is always evolving. And, if you want to continue to break through the clutter, connect with your audience, deliver key messaging, and drive sales, you need to keep your finger on the pulse of what’s going on in the world of marketing—and that includes staying on top of new trends.
But what, exactly, are those trends going to be in 2020?
We asked a few marketing experts for their insights into what trends are poised to make it big in the upcoming year—and how you can leverage those trends to take your marketing to the next level.
If you really want to connect with your customers, a one-size-fits-all approach to marketing isn’t going to work—which is why personalization is poised to be such a big trend in the upcoming year.
“Personalized marketing campaigns will start from emails, which will get more unique thanks to advanced segmentation methods and the amount of data that businesses have on their customers, even before they become a customer,” says Olga Mykhoparkina, Chief Marketing Officer at AI-powered business messenger Chanty.
Social media will also see an increased trend towards personalization.
“Social media ads will get increasingly personal as we begin to tap into visitors’ behavior on company websites and use this information to give more relevant and timely ads,” says Mykhoparkina.
Expect to also see a shift towards personalization along the content front. “Content marketing will get to a point where content will be served to visitors dynamically based on their interest and previous interactions with a certain brand and website,” says Mykhoparkina.
Making personalization work for your marketing efforts is going to depend on the marketing channels you’re leveraging.
Want to embrace personalization in your email marketing? Segment your user list based on user behavior, purchase history, or other customer interactions so you can send hyper focused marketing messages.
Want to make your social media ads more personalized? Focus on collecting as much data as possible on your visitors—and then use that data to drive your ad decisions.
Want to personalize your content marketing efforts? Create different content for different segments of your audience—and then leverage email marketing to get that personalized content into their hands.
There are lots of opportunities to personalize your marketing efforts. And if you want to get the most marketing bang for your buck in 2020, you should plan to leverage those opportunities.
Email is a great way to get in on the personalization trend—and drive serious results in 2020. Get started with one of Canva’s email newsletter templates, like the Whit and Black Minimalist Tropical Email Newsletter or the Light Green Fashion Email Newsletter.
Chatbots are already buzzworthy in the marketing space. But thanks to advancing technology, they’re set to take off in a big way in 2020.
“AI is improving chatbots to the point where it’s impossible to tell you’re not talking to a human being and I think this will have a huge impact on marketing,” says Adam Hempenstall, founder and CEO of Better Proposals.
“We’ll start seeing chatbots that can answer complex questions, instead of simpler ones like availability and shipping.”
The improvement to chatbot technology will also drive major improvements for both brands and their customers. “These chatbots will increase conversions, session length and overall customer satisfaction,” says Hempenstall.
If you’re new to the chatbot game, start by investing in a chatbot software and using it to manage simple interactions on your website, like answering questions about your product or shipping costs. Then, as you get more comfortable with chatbot technology (and as the AI behind chatbot technology becomes more advanced), you can use it to address more complex questions and inquiries from your customers.
Chatbots are a great way to offer a high level of customer service to your website visitors. But in order for them to be effective, you need to drive traffic to your website. And a great way to do that? Facebook ads. Get started with one of Canva’s Facebook ad templates, like the Neat Icons Facebook Ad or the Sydney Skyline Facebook Ad.
Email marketing is a tried-and-true marketing practice. But even though it’s not the most new or innovative trend, it continues to be one of the most effective.
As various industries start to become increasingly competitive, expect to see more brands funnelling their marketing efforts into email in 2020.
“Email marketing always seems to go out of fashion as if it were something old and outdated, but if done correctly, it’s a system that can bring great results, and it remains among the trends in 2020,” says Ivan Baidin, CEO of Travelpayouts. “Often, people go looking for new customers, forgetting about those they already have. It’s a very common mistake, but if you think about it, it’s easier to convert a customer who trusts you than a user who does not know you.”
Virtually every business under the sun is sending emails to their customers—which means that, chances are, they are your customers too? Their inbox is already flooded with brand emails. So, if you want to succeed with email marketing in 2020, you need to find a way to stand out.
Use design to create visually impactful emails that jump off of your customers’ screens. Using color psychology to choose palettes that convert—and turn your email subscribers into paying customers. As mentioned in our earlier tip, analyze your user behavior to personalize your customer emails—and send them marketing messaging they won’t be able to resist.
The more you focus on standing out with your emails, the more likely it is that you’ll grab your customers’ attention—and the more successful your email marketing strategy will be as a result.
If you want your email marketing strategy to succeed in 2020, you need to stand out—and a big part of that? Design. Make sure your emails are well-designed (and attention-grabbing!) with one of Canva’s email newsletter templates, like the Brown Breakfast Email Newsletter or the Black and White Vintage Email Newsletter.
Virtual reality used to be more sci-fi than reality. But today, both VR and AR (augmented reality) are fully realized and going to be a huge marketing trend in 2020.
“We’ll…see a lot more immersive marketing via AR experiences, interactive technology, and the likes [in 2020],” says freelance marketing consultant Mikaela Delia. “We’re already seeing brands experiment with AR/VR, and we’ll see a surge of this [in the upcoming year], particularly in retail/display marketing.”
We’re going to be honest—developing your own AR and/or VR technology is an investment. But if you don’t have that kind of budget to work with, there’s still potential to get in on the AR/VR trend.
VR and AR platforms need advertisers—so explore potential advertising or product placement opportunities.
For example, let’s say you have a snowboard brand. You might look for partnership opportunities with snowboarding games for an in-game ad or to have your snowboards featured within the experience (it’s like their players get a chance to try your products—just in the VR space!).
If you want to partner with a VR or AR platform, you’re going to need to pitch them your idea. And in order to do that, you’re going to need a pitch deck. Get started with one of Canva’s presentation templates, like the Gold Grayscale Bigger Bolder Better Pitch Deck Presentation or the Green Round Hot Neons Gradients (Cont.) Pitch Deck Presentation.
Live video has been around for some years (Facebook Live launched all the way back in August 2015). And while it’s definitely gotten some traction over the years, it’s been a bit of a sleeper hit in the marketing world—but expect that to change in a big way in 2020.
“Live video is becoming increasingly more popular and most platforms allow users to go live and interact with their viewers directly,” says Noah Riggs, marketing coordinator, for personal finance blog DollarSprout.com.
“There are examples of this through bloggers and businesses building online groups and going live in them to either help their customers or interact with their audience…I believe as people’s desire to continue consuming information through video increases, as will the people who want to do so via live video.”
It’s not enough to just “go live.” If you want to use live video to successfully marketing yourself and your business, you need a strategy.
Think about your ultimate marketing goals—and then develop a live video strategy to support those goals. Trying to increase brand awareness? Do a live video walk-through of your corporate headquarters or host a Q+A with your co-founders. Looking to promote a new product?
Unveil it in a live video stream—and get your customers psyched to get their hands on it in real-time. Whatever your marketing goal, think about the best way to leverage streaming, real-time video to hit those goals—then go live, connect with your audience, and make it happen.
Instagram offers a great opportunity to connect with your audience live with their Instagram Live feature, which is part of Instagram Stories. Want to put your best (and most well-designed!) foot forward with Instagram Stories? Get started with one of Canva’s templates, like the Colorful Modern Countdown Instagram Story or the Bisque and White Traditional Life Quote Instagram Story.
The upcoming year is poised to be a year filled with big changes and innovations to marketing. And now that you have your finger on the pulse of next year’s biggest marketing trends, all that’s left to do is get out there, embrace these trends, and take your marketing to the next level in 2020.