{"id":104136,"date":"2019-12-01T14:00:00","date_gmt":"2019-12-01T19:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/digital-marketing-2020-5-ways-your-strategy-needs-to-evolve-2\/"},"modified":"2024-12-19T16:43:01","modified_gmt":"2024-12-19T21:43:01","slug":"digital-marketing-2020-5-ways-your-strategy-needs-to-evolve-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/digital-marketing-2020-5-ways-your-strategy-needs-to-evolve-2\/","title":{"rendered":"Digital Marketing 2020: 5 ways your strategy needs to evolve"},"content":{"rendered":"

Our Strategic Insights<\/a> practice is all about using data to forecast trends. So, we’re only too happy to dust off our trusty crystal ball to predict what\u2019s coming\u2014and what marketers should be paying attention to\u2014in the year 2020. Here are the top five trends that are shaking things up as we kick off a new decade.<\/p>\n

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  1. \n

    Hello, Generation Z!<\/h2>\n

    Tired of hearing about millennials? A new generation is waiting in the wings. Here\u2019s what you need to know about this up-and-coming cohort who will soon be dominating our share of attention\u2014and share of wallet.<\/p>\n

    \u201cGeneration Z\u201d is broadly defined as those born between 1997 and 2012<\/a>. They\u2019re sometimes referred to as post-millennials, iGen, or some as-yet-to-be-defined name. In other words, they are today\u2019s pre-teens, teens, and just-graduating young adults. As the millennial generation settles into home ownership and parenthood, GenZ are coming up. They\u2019re the ones now driving trends in everything from fashion to music, pop culture, and social media. And there are a lot of them: they comprise 32% of the world\u2019s population.<\/p>\n

    So, what do we know about them? They are the most ethnically diverse generation in history. They never knew a time before the Internet, and technology has always been a part of their lives. They value authenticity over the curated, carefully crafted images put forth by millennials on social media. They are heavy users of Instagram, YouTube, and Snapchat<\/a>, and are driving the rapid rise in relatively new platforms like TikTok and VSCO.<\/p>\n

    We\u2019re only starting to understand GenZ and the impact that they will have on marketing and spending. But the memo to marketers is that they\u2019re the new game in town. Ignore them at your peril.<\/li>\n

  2. \n

    Omnichannel is just the beginning<\/h2>\n

    We’re always circumspect about buzzwords\u2014and that’s exactly what “omnichannel” was when it began appearing just about everywhere in this decade. The idea behind it wasn\u2019t bad. Marketers were finally acknowledging that consumers interact with their brands in more than one channel, and that they needed to start crafting integrated strategies.<\/p>\n

    The problem was in the execution. Marketers continued to plan ads for mass digital, print, out-of-home, and in-store channels in separate silos. As the number of channels grew, achieving the perfect integration became overwhelming for most resource-strapped companies, who often cut back on certain channels as a result.<\/p>\n

    \"Times<\/p>\n

    But we\u2019ve started to recognise how inward-looking this whole idea was. After all, customers don\u2019t distinguish between (or even notice) their multi-platform, multi-channel behaviour. They only notice the failings when a brand experience in one channel feels glaringly inconsistent from the rest.<\/p>\n

    In 2020, we\u2019ll be talking less about \u201comnichannel\u201d in the literal sense. In fact, we\u2019ll stop caring so much about channels at all. Instead, we will shift entirely to understanding our customer\u2014their wants, needs, behaviour, and identity\u2014and we\u2019ll look to reach them with the right story and messaging wherever they happen to be, allowing them to drive the choice of media through their own activities.<\/p>\n

    Ultimately, we\u2019ll be talking about the customer, not the channel, flipping the old adage on its head: the customer\u2014not the media\u2014is the message.<\/li>\n

  3. \n

    Big data will become responsible data<\/h2>\n

    Last decade was all about people\u2019s excitement monetising big data. By some measures, 90% of all the data in the world was created in the past two years\u2014and by January 2020, it\u2019s estimated that 1.7MB of data will be created every second for every person on earth<\/a>.<\/p>\n

    We\u2019ve hit peak data overload. But we\u2019ve been remiss in thinking about how to use it judiciously and responsibly. Cambridge Analytica was just the tip of the iceberg; with data breaches being reported in the news almost weekly\u2014and debates raging about the societal impacts of targeted advertising in everything from politics to hiring\u2014marketers are less worried about how to profit from user data, and more about how to avoid the whole thing blowing up in their faces.<\/p>\n

    In the 2020s, marketers will prioritise figuring out how to collect and use data in a more transparent and responsible way. We will likely see more government and international regulation, more political discussion about data privacy, and more stringent rules on how to collect, store, and use personal data. Marketers can get ahead of this trend by implementing their own privacy and security policies and clearly communicating them to their audiences.<\/li>\n

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