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Google vs. Amazon: The battle for Ad Spend

There are those businesses that suffer from the COVID-19 crisis and there are those that are thriving. And then there is Google, who is actively taking on a fight against its fierce competitor in the battle of advertising: Amazon. In late April of this year, Google announced that they recognise digital commerce as an essential lifeline for retailers, moving to hand out free advertising spaces. Looking at subsequent shifts in market trends, the results prove this as a succinct move to shake at Amazon’s stable reign. So who will win in the battle Google vs. Amazon?

What will likely play a role to determine the winner is the key difference of both companies’ tracking technology. Google Ads has a tighter grip on recording user information through directing shoppers to a specific brand website by gathering data such as keywords, demographics, and location. Meanwhile Amazon’s data collection is limited to the interaction of consumer trails on their own website. Yet all these statistics gathered from tracking can only predict so much. Whereas what can be assessed is the situation at hand with somewhere between 50% and 55% of product searches now happening on Amazon rather than Google. Nevertheless, the fundamental problem is that Amazon only serves up products that it sells, whereas Google will serve any product that is linked to a web page. Now, perceiving this as a potential advantage, Google is determined to win the battle Google vs. Amazon.

Google vs. Amazon: What´s the issue?

There are obvious motivations behind Google’s move for distributing their advertising spaces for free. On one hand, it’s a generous gesture to help other retailers, with Google providing the connecting link to their customers. By not charging for advertising, Google’s president of commerce, Bill Ready, expects to have the winning strategy over Amazon. This way Google is benefiting retailers with huge exposure and consumers with a plethoric choice. Google will be aware of the decreasing monetary effort businesses are willing to offer up for their marketing campaigns, making free services undeniably appealing for many and a foolproof win for the giant. Along with this comes a favourable appearance of the entire company, a positive light being shone onto itself during a time all platforms need to respond to current issues. 

Online Shopping

On the other hand, Google has certainly pushed this as an intentional ploy to drive up its number of market shares with the usual simple trick of a free trial. Once advertisers have enjoyed the opportunities and results of their free use of services, there is a higher conversion potential into continuing into Google Ads’ paid services. Google’s strategy is a good starting point for marketers to learn the mechanics of how to optimise feeds and increase visibility, helping to direct future campaign budgets more efficiently. In contrast to Amazon, Google are cleverly luring more unforced engagement with this whilst also silently pushing their market shares.

How did the war Google vs. Amazon start?

As the impact of the coronavirus has spread globally, it has exposed a weakness in Amazon’s offering and infrastructure. Amazon’s shopping experience has fallen short in providing the variety which has been demanded by the current quickly altered consumer culture. Being pressed to move from their 1-day delivery promise to uncertain timeframes, albeit by a wildly unexpected scenario, Amazon is showing up defeated to meet demand. 

Image of Amazons mobile and desktop shopping experience

But Google can respond as it already possesses the right set-up for an unprecedented situation. With Google Shopping being born in 2002 (Froogle), it is now seizing an opportunity in further adapting its product breadth. However, originally, an unperfected Google Shopping was also the primary reason Amazon attracted more product searches and grew into the goliath of today. Google made the greedy error to “fully monetize the shopping real estate on Google search engine results” said David Dweck, head of paid search at digital marketing agency Wpromote. Amazon responded in their policy and now Google is trying to fix its own error with providing marketers that future ability to transfer from organic to paid search easily. Already accessible in the US, Google has launched Google Express to roll out a more tailored shopping experience for customers. This way the company is proving that there is an ever-developing determination to push itself to the foreground.

Results?

Google is certainly seen as on the attack but it will take some time for significant shifts to occur. Whilst consumer culture has been behaving extremely viable during 2020 thus far, there is also a steady flow of accustomed behaviour.

From the view of retailers and marketers always competently looking out for opportunities, this has been a great move by Google against Amazon’s less responsive behaviour. However, the projected success rate is certainly more so from Google’s perspective for themselves. Your average business, as retailers who already had previously committed their funds to advertising campaigns, are now bombarded with a lot more competition. Opening up this advertising space without the monetary filter that previously existed, there is a barrier-less flow of products. 

Take away:

Who wins in the battle Google vs. Amazon? Overall, Google has always possessed a fluidity and adaptability that Amazon would find hard to match from its archetypal setup. Google was focused on providing answers, whereas Amazon was preoccupied entirely with being an exclusive one-stop-shop. The likeliness of survival of both these companies out of the corona crisis is laughably predictable. The sparring for top-dog in advertising will be exciting to follow.

For more information on where to spend Ad budget for your specific industry and product, contact us here.

Branding Corona: How brands win during crises

Winners are made in crises. And this does not mean that marketers should collectively take cover. Last month we gave you an update on how the Marketing industry is influenced by Coronavirus. One month later, for some brands, advertising and especially branding corona is now more important than ever. This is because the pandemic is changing the framework conditions for brand claims, product USPs and new customer potential, in some cases dramatically. And in this new marketing landscape there could also be winners – if they seize their opportunities. This is why we listed 5 impactful examples of advertisers from different industries showing up during the coronavirus pandemic in recent weeks.

Guinnes: Comforting Customers

The Guinness Brewery has shown the way in the USA.  In a spot for St. Patricks Day, it addresses its fans who are mourning the missed celebrations this year. Although this is unlikely to change much in terms of lost sales, it does a lot for the credibility and popularity of the Irish brand.

Ford branding corona: The Helper in Need

Ford accepts that they can hardly expect new customers to be in a shopping mood at the moment and are helping their existing customers who have bought a model on credit with generously calculated credit offers. On the one hand, this serves to secure sales that have already been made. After all, manufacturers would have little benefit if their buyers had to return the models they bought and associate a negative memory with the brand. But it turns a rather stressful brand touchpoint – the credit business – into an opportunity for a positive brand message. The lender becomes a helper in need, who does not ignore acute emergencies but helps to solve them.

Ikea: Being relatable

Due to the lack of leisure time alternatives, many people will take a closer look at their own four walls and will have more time for improvements and embellishments. This offers opportunities for all brands that provide the ingredients to beautify the home environment. Whether it’s furniture and decoration, gardening supplies or spring cleaning supplies.  Ikea took the opportunity to create a connection to the customer by using a young mum and her chaotic everyday life at home as the theme for their advertising campaign. Many people can identify with her and IKEA ultimately expands their brand recognition. 

McDonalds branding corona: Addressing concerns

To tackle specifically the heightened fears of customers about protecting their health, McDonald’s Philippines outlined new steps they are taking, such as the temperature checks needed before and after shifts for employees. By video, president and CEO Kenneth Yang assured customers, “We will not hesitate to cancel any customer activity or even temporarily shut down any of our restaurants.”

Trigema: Actions speak louder than words

branding corona trigema actions speak louder than words

The German clothing manufacturer Trigema has partially switched its production to mouth and nose protection masks due to the Corona pandemic. Trigema produces around 125,000 such masks per week. This company demonstrates simply but effectively how brand sympathy can increase in times of crisis – even without expensive advertising videos.

Take-away: branding corona

Yes, it is possible to effectively advertise during Coronavirus! The uncertainty of the future is understandable. Nonetheless, this too shall pass. It is important to stay focused on the long-term and not shy away from new growth opportunities. Branding works best long-term. Cutting budget spends too much when not necessary could negatively impact the brand when the pandemic is over. It´s time to think countercyclical!

In the middle of difficulty lies opportunity.

Albert Einstein

If you have difficulties finding the right marketing strategy for your brand during Coronavirus, get in touch with us here.

Introducing: New Conversation Ads on LinkedIn

LinkedIn is the world’s largest professional network platform. With over 645 million professionally-connected members, it is a giant opportunity for your B2B marketing. The number of private messages sent on LinkedIn has quadrupled in the last five years. As a result, the platform is launching a new type of message-based ads, so-called Conversation Ads, that use conversation to provide a personalized experience for each user.

But first: what were the ad formats used so far on LinkedIn?

Sponsored Content: Single Image Ads, Video Ads, Carousel Ads

Single Image Ads have an introduction text at the beginning. This can contain a link. To avoid that long URLs become too cryptic, you can either use a shortener yourself or the system shortens the link automatically. It is important that the text including the link should not contain more than 170 characters, otherwise it will be displayed shortened. The images are created in the 16:9 ratio. If the target URL is inserted when the ad is placed, the system automatically takes a default image of the target page. Of course you can also add an image of your choice. Below the image, you can give the ad a headline aka CTA (Call to Action).

Video Ads are structured analogously to Single Image Ads. Instead of the image you add a video to your LinkedIn ad. In terms of length, the video must be at least 3 seconds long, but may not exceed 30 minutes. As with the common Video Ads, the same applies here: brevity is the soul of wit! Next to the title you can add a Call to Action (CTA) button to the ads. Here you can choose between different presets. The videos always start in auto-play.

Already known on Facebook for a long time, the Carousel Ads on LinkedIn have been around for two years now. In 2-10 cards you can tell whole stories or present different products and product features. As with the Single Image Ads, an introductory text is displayed above the advertising material. The images are created in a 1:1 ratio and you can link each card to its own target page, or you can give all cards the same target. You can assign a title for each card.

LinkedIn Is Finally Offering Carousel Ads – Adweek
Text Ads

Old-but-gold: there are still the LinkedIn Text Ads. It is possible to combine a text with small images (logo etc.). However, the ads are only displayed on desktop. The placement is either single-line above the content or within a banner in the right sidebar.

Dynamic ads

By using LinkedIn Dynamic Ads, you can directly address LinkedIn users. The ad format uses information from the LinkedIn profile of the viewer and their user activity. This information is then used to deliver attention-grabbing and personalised messages. There are different variations depending on the goal you are pursuing.

LinkedIn Dynamic Ads: Deliver Personalized Messages to Engage Your ...
Message Ads

Previously known as Sponsored InMail, Message Ads still offer the possibility to send direct messages to your audience. LinkedIn offers templates for the structure of your message and you can easily adjust individual text passages. You can also add a CTA-button to the Message Ad. You can’t insert pictures, but you can add a companion banner to your message. The messages are capped at 45 days.

The newest addition on LinkedIn: Conversation Ads

More than 2.5 billion people worldwide (35%) use mobile messaging apps and this number is expected to grow to almost 40% by 2023. The number of private messages sent on LinkedIn has quadrupled in the last five years.  That’s why LinkedIn has launched so-called Conversation Ads, which are designed to help you interact with prospects in a more personal and engaging way.

LinkedIn Introduces Conversation Ads | LinkedIn Marketing Blog

The new Ads are built on the current Message Ads (formerly Sponsored InMail) and provide a path-based experience that allows the creation of complete funnel campaigns with multiple customized action calls. Examples include product training, webinar registrations and e-book downloads. Conversation Ads proved to have a conversion rate that was about 5x higher than other LinkedIn Ad formats. You can choose between 3 different Ad bid types:

In contrast to conventional LinkedIn Message Ads, these ads are designed to help prospects and customers access the content that is most interesting to them, resulting in higher engagement. In the new advertising format, several CTAs can be set up, that lead to the landing page, open a form (if lead generation is the goal) or encourage people to look for more information in the next message. Furthermore, they are designed for real-time engagement, which means that messages can only be sent if the prospect is active on LinkedIn. To maintain the user experience and improve ad performance, Conversation ads have a 45-day frequency cap, which means that the desired audience will only see one ad within 45 days.

It seems to pay off

Some companies have already achieved great results with this new advertising function. Below Samsung demonstrates how your future LinkedIn Conversation Ads could look like:

By their own account, Samsung was able to effectively raise user engagement within their brand and their sponsored product Samsung Galaxy Note10. This new advertising measure resulted in a 23% uplift in CTR compared to LinkedIn Message Ads.

Of course all advertising activities on LinkedIn have to be adapted to your company and the present economical situation – which is currently heavily affected by the Corona Crisis. Read our latest article to find out how the Corona Virus is affecting our day-to-day Marketing.

Also, if you would like to get into contact with us and find out how you could leverage advertising and lead generation on LinkedIn contact us directly.

TikTok Marketing 101: A Guide for Beginners

A Chinese owned app is on the rise: With more than half a billion downloads worldwide, the video platform has gained much attention and popularity- especially from teenagers. So, what is TikTok all about and how could companies benefit from its features?

TikTok, in China also known as Douyin, is a Chinese owned video portal for lip synchronization of music videos and countless other short videos of all kinds. It also acts as a social network. The app emerged from the short video platform Musical.ly. TikTok’s parent company, Beijing Bytedance Technology, bought Mucical.ly in November 2017 for around 800 million US-Dollar and integrated this platform including its 100 million users into their new App in August 2018. TikTok was born.

In the meantime TikTok has evolved into the fastest growing mobile app in the world. With an estimated 45.8 million downloads TikTok has also been the most frequently downloaded iPhone app in the first quarter of 2018. With this large number of downloads the lip synching app outpaced market-leading competitors like Instagram, YouTube, Snapchat and Facebook. 

What’s the fuss all about?

On TikTok users can see other users music clips, they can film and edit short videos themselves and they can add special effects and filters to their clips (just like on Instagram and Snapchat). After merging with the app Musical.ly, they also put a bigger emphasis on entertainment, comedy and vlogs. This way the app is competing with big video platforms like YouTube or vimeo.

In order to see the videos users are not required to sign up, unless they want to film clips themselves, follow other users and interact with them.

To help with recording your own clip, TikTok has integrated a complete tool that is very easy to use. Most of the videos only last up to 15 seconds and have a big emphasis on the underlaid sound. The homepage shows the most popular videos and you can “swipe through” them- just like on Instagram. Different hashtags and so called internet challenges facilitate searching for and following your favourite interpreters and clips. 

Digital Marketing on TikTok

Since the official minimum age is 13 years and the majority of users are under the age of 23, TikTok offers great potential to target younger audience profiles. Not too many companies seem to be active on TikTok although the user base and intensity of use is enormous. The fast-moving content and the special editing of TikTok’s short videos seduce you to stay on the app for hours. You always want to see what’s next.

What is crucial for marketing efforts on TikTok is, above all, dealing with the platform itself and the target group in order to adjust one’s content to their interests and needs. Since TikTok is a very fast-moving platform and the selection of content is very large, companies have to react very quickly. Keyword here: real-time-marketing.

A branded TikTok account can especially pay off for companies whose products or services are relevant  for a young target group. Consumer electronics, products from the fitness and food industry as well as beauty and fashion sector are in line with the current trend.

Cooperating with influencers on TikTok can also be very useful. The fashion brand Guess for example was one of the first Western companies to start a sponsored TikTok Challenge under the hashtag #InMyDenim. In the end, an incredible 30 million videos were posted under this hashtag, proving the campaign to be massive context.

In this context, increasing brand awareness also means increasing sales for the company. As the popularity of a brand is particularly important in the purchase decision-making process among young consumers.

But what about data privacy on TikTok? 

Well, unfortunately there is a snag! This Chinese owned company raised concerns about surveillance of TikTok’s young user base. In the past, Musical.ly has had privacy issues because the app illegally collected personal information from children. As a result, TikTok got a fine and has been actively working on brand safety ever since. Explicit videos and comments are still a problem on the platform. Also, the content in hashtag challenges linked to a brand is very hard to monitor.

It’s also important to keep in mind that in general TikTok is growing and gaining attention, but the user base in DACH countries is rather small at the moment. Over here, teenagers still tend to use other social networks.

But as the saying goes: Nothing ventured, nothing gained.

Thinking about including TikTok into your marketing mix? Get in touch with us now! We’re happy to advise you whether advertising on TikTok would be an option for your company.

How does the Corona Virus influence Marketing? 

The spread of the severe lung disease SARS-CoV-2, also known as Corona Virus or 2019-nCoV, now paralyzes public and economic life in many Western countries. Several business sectors such as event organizers, travel providers and airlines are already experiencing slumps in sales, others fear this due to declining consumption and, on the supply side, due to production losses and globally interrupted supply chains. The spread of the virus represents both a negative supply shock and a negative demand shock across the economy at large.

That’s the stuff a marketer’s nightmares are made of, because such prospects often cause companies to cut spending where it is quickest and supposedly hurts the least in the short term, such as advertising. So if the media continues to incite unrest in the population, many companies might keep an eye on their variable costs and therefore postpone or even cancel planned campaigns. The consequences of the corona virus for the economy, consumption and advertisers are unpredictable to many. 

But how do experts assess the current corona virus situation and its effects in the future?

According to the ZAW (the German Advertising Federation), it is currently not possible to make exact forecasts for the development of the advertising market given the current facts. However, they describe the fact that the spread of the corona virus in Germany is now compared with the financial market crisis in 2008 and 2009 as “clearly exaggerated and inappropriate”. The causes and real backgrounds are “simply too different”.

Nevertheless, the ZAW does not believe that the advertising market will get off lightly. Given the fact that many trade fairs and congresses have already been cancelled, the live communication and event sector is currently suffering the most. The production area is also affected. Larger productions, especially abroad or with international participation, are being partially suspended or, where possible, relocated.

The next few weeks will be decisive for the advertising market. If the situation does not stabilize, more and more advertising customers will no longer be able to produce goods. For this reason, some marketers expect their campaign bookings to decrease.

What to do now regarding corona virus?

From a more optimistic view, the advertising industry is (and always has been) a creative and highly dynamic industry that is able to adapt quickly to changing circumstances. Also, every marketing expert knows that brand maintenance is a long-term project that should not be jeopardized by blind, hectic actionism. So, how can marketing measures be adjusted to this exceptional situation?

The keyword here is ‘digital engagement’. This will be the difference-maker in maintaining economic success and a good brand reputation within organizations. 

As people are trying to avoid stores or other public places, e-commerce will experience a huge boost and digital marketers will find themselves in the situation of competition for the purchase of consumers who are not frequent online shoppers. By choosing the right strategy focused on the most relevant audience groups and devices, organizations could take advantage of this new environment and potentially excel even more. As more and more trade fairs are being cancelled, the importance of creating online experiences that make people feel as connected as offline experiences increases drastically.

Source: February 2020 Coresight Research report “Corona virus Briefing: Flash Report.” n=1,121

Since we are experiencing changes in behaviour (staying and working from home, avoidance of public places…) there are a few industries that naturally profit from the changed circumstances and others that have to fight new challenges. Nearly half (47.2%) of European internet users polled by Coresight Research last month said they are currently avoiding shopping centres and malls (Source: eMarketer March 2020) Here we want to give some examples:

Online Retail:

Due to the massive decline in physical store visits as a protective measure, sales of online stores are increasing. However, other factors must also be taken into account:

  • Companies that have their production facilities abroad, especially in Asia, could experience supply bottlenecks
  • The degree of the company’s digital distribution network must be capable of absorbing the short term additional expenditure in online trading 
  • Furthermore, this also depends on the company’s stock levels and how easily these can be reordered or cancelled

Software / Gaming / VOD / Entertainment:

As people currently tend to avoid social gatherings and public event locations, they are now moving to virtual platforms to communicate and be entertained.

Health & Pharmaceuticals:

Quite the obvious though… But here are some numbers to show a strong rise in demand for certain groups of products in this area:

Source: Nielsen; March 2, 2020

In general, one could say issues that are particularly relevant for a large part of society are ultimately the optimal stage for giving brands in these sectors a more conscious perception.

Also, there is a need for marketers to do some plain-talking: questions about the likelihood of hitting goals and the value of their investment should be discussed honestly. In addition to that, brands should start preventing customer related issues caused by the corona virus, such as store closures or delivery bottlenecks. In order to have great customer service and online experience, businesses should think about how they can leverage their marketing to address those issues and stay competitive.

So how can we put this together?

Certainly, there is no general answer at this point to the question of what strategy marketing departments can use to adapt to the new situation and how to deal with it.

Nevertheless, a few rules of thumb can be set up to deal with the changed everyday conditions and customer expectations:

Advertising Channels:

There are advertising channels that are currently less successful and less seen than others, resulting in extremely low view rates. OOH (Out of home/billboards) and any physical advertising such as in-store displays, public screens or bus and transit advertising and cross-media-advertising will now decline significantly. Also, digital advertising using geolocations and placed in downtown areas or in and around large business parks will lose its impact in the coming weeks.

The big winners will be digital advertising (in general), TV and radio advertising. Social media attendance is bursting at the moment, channels like Twitter and Facebook to be directly informed and stay ahead of any governmental/official announcements are seeing high user activity at the moment. Because of the high interest in reading articles containing information about the virus and the current public situation, programmatic PPC ads placed on these sites are flourishing. Nearly all public events and meetings are cancelled, many companies decide to close their offices for several weeks, schools and universities stop teaching indefinitely – all this leads to a strong shift to home office, people staying at home as a protective measure and thus turning to their screens.  

This will lead to a significant increase in media use within households, which is different from the way we consume media on the road or at work. 

Audiences:

Shifting the way you target and communicate with your audience is crucial in these times to keep them informed and engaged but also to manage expectations. Many of the customers, especially for companies in the real economy sectors (production of physical products, direct customer contact in the service sector) now want to be as well informed as possible about the impact of the virus on their specific services, what countermeasures they plan to take and what they can expect in the coming weeks. There will be a positive perception of brands that now clearly communicate the effects, measures and limitations of their services and use the channels mentioned under 1. More communication can, therefore, have a very positive effect on the current perception of your brand. 

Conclusion / Take-away:

Considering the above, take into account your specific industry-related issues, market position and degree of (distribution-) digitalization to find a tailored way to respond to the given situation. After all, it’s comparable to a minor economic recession – and taking anti-cyclical action could be your advantage while competing with other companies!

For more information about the current situation of advertising in different industries get in touch with our specialist team today to discuss optimising your ad spend / ad strategy and avoid wasteful campaigns as well as find a tailored solution to navigate through this intransparent times!

Best Creative Marketing Campaigns of The Past Decade

The advertising and marketing industry keeps progressing, and it only challenges us to be more creative and original with new ideas. For the past decade, some ads have motivated, moved, or even changed our perception of the world. In this blog, we’d like to reflect on the impact they have left and discuss three marketing campaign examples that carry important messages and show creativity in the process. 

Spotify – #2018Goals

Agency: Spotify’s in-house agency

Each year in December, people get overly excited for one thing – and no, it’s not Christmas – it’s Spotify’s end-of-year holiday campaign!  

In recent years, Spotify has successfully increased its brand awareness by launching creative data-driven campaigns that attracted public attention. The campaign was created in-house with the Spotify creative team, along with the help of their regional teams worldwide. Spotify first analyzed the data of their 2017 listeners and used those numbers to create 2018 goals.  

Spotify campaign

Seth Farbman, CMO of Spotify, told Creativity: “There has been some debate about whether big data is muting creativity in marketing, but we have turned that on its head.” Additionally, the Cambridge Analytics incident made the brands and the general public avoid discussing user data analytics. Nonetheless, Spotify turned it around and used this opportunity to build trust with their customer by being transparent and reveal data in a hilarious yet clever way without harming the brand name. The results show the number of subscribers increasing each year, and by the end of 2019, Spotify had over 100million premium listeners on its platform.

Spotify data

Metro – Dumb Ways to die

Agency: McCann Melbourne

Dumb Ways to Die

Without exaggeration, this marketing campaign has become a national anthem for all the transport commercials out there. In 2012, McCann launched the campaign ‘Dumb Ways to die’ to make people pay attention to the safety around the trains, which then led to its global success. Through sharing on social media, the ad generated about $50 million worth of global media value, and nowadays, it has over 180 million views on Youtube.  Later, it went to become a mobile game to make learning about safety more entertaining and engaging. Watch the campaign video here.

Stabilo Boss – Highlight the remarkable

Agency: DDB

In 2018, pens and stationery company Stabilo launched a campaign highlighting (literally) women who left a mark in history as being ‘remarkable achievers’. 

Stabilo campaign

The message of this campaign was to bring attention to women who were overlooked by society and to raise equality issues. The advertising agency DDB chose three historical pictures and highlighted women in each picture with the Stabilo highlighter. 

The campaign went viral on social media platforms collecting over 10 million impressions and won an award at the Cannes Lions International Festival. The campaign is still active, and people want Stabilo to extend the campaign and add more women to the list.

Marketing Trends 2020

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.  

Experimental 

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. 

100% organic 

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. 

Transparency

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!