Marketing is an ever-changing field that never ceases to evolve. The industry keeps bringing new trends, and the year 2020 is no exception. As we enter the new decade, we researched the creative marketing trends that will shape the industry this year. The article shares three key trends that marketers can use in their practices and, as a result, improve the image of the product: experimental, sustainability, and transparency.
2020 is a time to be bold and experiment with new marketing channels. Without a doubt, Instagram, Twitter, Youtube, and Facebook dominated the past decade, but it might be changing very soon. According to the CEO of VaynerMedia, Gary Vaynerchuk, LinkedIn and TikTok will potentially be the next Facebook or Instagram: “LinkedIn and TikTok are two platforms that are incredible for people starting out with no audience because of the amazing organic reach”. Gary explains that there’s no other platform that gives the brands organic growth for free as LinkedIn does. LinkedIn remains an empty platform and is seen more like a digital resume for recruiters, but media influencers continue to encourage people to try LinkedIn for their brands.
TikTok is another platform that hasn’t been considered as an essential tool for marketing. For years, the TikTok brand name has been attacked because of the risk of safety and data protection policy. While TikTok is working on rebuilding the brand image, many known brands such as Chipotle, NBA, and The Washington Post are using TikTok for their creative marketing campaigns and expanding their consumer range. Compared to other known platforms, TikTok has a wider demographic of young consumers, also known as Generation Z.
Last year, everyone around the globe witnessed the largest climate protest in history. 185 countries participated and gathered millions of people protesting to cut emissions and stabilize the climate. The Swedish school activist, Greta Thunberg, started to spread the message of immediate sustainability and inspired thousands of people to do the same. Many brands and industries such as Starbucks and Zara have also joined the movement by setting sustainability as the main goal of 2020.
This year, the demand for ‘100% organic’, ‘free-from’, ‘made from recycled materials’ agenda will only grow bigger. People want to know more about the products they use and some brands have already started their new year goal by implementing sustainability in their products and use it for their marketing strategy. For example, this year, L’Oréal has decided to make products with less environmental impact and promote sustainability to their customers.
Sustainability will mostly impact the food products and the customers will be more likely to support the ‘100% organic’ food than fast-food chains. People want to be more considerate of what they consume, and many brands will need to rebuild the image of their product and promote a sustainable lifestyle.
Building trust with your audience is a major factor in any marketing strategy. In 2018, after the Cambridge Analytics incident, people were collectively reminded about data analytics and how brands use personal information to market their products. The scandal has raised the question of transparency between the customers and brands.
Going back to Gen Z, the study shows that this generation will search for truth. The core value of any brand will become authenticity and transparency. McKinsey & Company shares that companies will need to focus on three major factors to build trust with the emerging population: “consumption as access rather than possession, consumption as an expression of individual identity, and consumption as a matter of ethical concern”.
Since the implementation of GDPR, it has become even more important to be open and have a genuine interaction with the customers. At Blackmilk, our top priority is transparency and we believe that it should come first and foremost in every marketing plan. Explore our marketing solutions here or contact us directly and we’ll be more than happy to help you!
We hope these trends will help you succeed this year and bring more creativity and ideas to explore in the future. Happy new 2020!