5 Marketing Predictions for 2020
Happy New Year marketers! We hope you all had a fantastic holiday with your loved ones, but now that the gift wrap has been stowed back in the closet and the New Year's Eve confetti and champagne bottles have been cleaned up, it's time for you to roll up your sleeves and jump back into the thick of it. To help you find some focus as 2020 kicks off, consider these five marketing predictions from thought leaders across the industry:
Local SEO Truly Shines
“In the coming years, I predict that the bifurcation of local SEO and traditional SEO will close. This is because Google wants to show results that are most relevant to users, and location is increasingly gaining dominance as a search engine ranking factor. As consumer search expectations evolve in pace with Google innovation, both SEO software companies and SEOs will need to embrace local at their core — if they haven't already, they are already behind.
Additionally, I predict reviews to gain more traction. Reviews signal trust and authority; they are also becoming a bigger player in search engine ranking factors — especially for local. As such, digital marketers will expand their work with reviews as more than community management, branding, and trust but also, how reviews impact rankings, increase CTRs, and ultimately facilitate organic traffic.”
Kelly Cooper, Director, Lifecycle Marketing at Moz
Channels Become a Thing of the Past
"Marshall McLuhan famously said “the message is the medium,” however modern marketers will move beyond traditional marketing channels like social, mobile, and email, and will focus on delivering moments of value, content, and engagement wherever the consumer is. It’s a wasted effort for marketers to manually plan and plot strategies based on channels when consumers no longer follow linear journeys and think of brands as channels. It’s also no longer productive for marketers to produce a one-way dialogue, following customers from channel to channel. Instead, marketers should lean into moment-based interactions, listen for real consumer interests and preferences, and ensure the brand can remove friction from the customer experience whenever possible without selling or marketing to them.”
Patrick Tripp, SVP of product marketing, Cheetah Digital
PR Becomes a Data-Driven Marketing Function
"PR has historically struggled to produce equivalent metrics to its marketing counterparts, but 2020 will be the year PR becomes data-driven. The best PR programs will produce competitive intelligence, media mix and website impact data that will help brands measure awareness and impact, not simply potential reach."
Kim Jefferson, SVP, BLASTmedia
New Roles Emerge for ABM Marketers
“One of the biggest problems a software company can face is its main contact and sponsor within a client organization leaving the company. In this new economy of subscription-based businesses, you have to constantly search for ways to expand relationships within an organization to avoid this issue. As we move into 2020, ABM is going to evolve fill this gap by not only targeting prospects, but also applying these concepts to existing customers.”
Bryan Wade, CEO, Sigstr
An 'I' Is Added to the ICP (Ideal Customer Profile)
"The secret to creating killer marketing collateral is making sure it hits home with your target audience — because you can’t please everyone. Just like not everyone is a fit for your solution, not everyone will be a fit for your content. Marketers are establishing their Ideal Customer Profile and tailoring messages to meet their buyers’ specific needs to ensure their message leaves a lasting impression with the right people. But, in 2020, we’ll see a push towards tailoring messaging to meet buyers in the In-market Ideal Customer Profile — where they’re actively seeking a solution and ready to buy."
Latane Conant, CMO, 6sense