We’ve got a lot of adtech friends at Econsultancy, as well as some more ‘left brain’ agency types. Online marketing used to be a new and different way to market. It includes updated forecasts for TV and digital video ad spending. Google will see its first ever contraction in digital ad revenues, as search advertising will struggle compared with display. David Yates, Managing Partner – Strategy, Elvis: “In a world of high quality, commoditised products, the mass consumer is finally starting to pay attention to the bigger picture of the brands they choose: supply chains, ingredient provenance, worker conditions, political affiliations, et al. More than 4.5 billion people now use the internet, while social media users have passed the 3.8 billion mark. Prioritization of content that is helpful vs. “salesey”, personalized vs. generic, right content in the right channel and full customer journey engagement are key for content marketing success in 2020. A confirmation will be sent to your email address with your link to download the slides and recording. An Econsultancy founded in 1999 helps its subscribers gain access to market data case studies and elearning that focus on enterprises and individuals to get better at digital. So, we called on a bunch of them to ask what the heck is going to happen in digital advertising in 2020. …However there is no big bang. Regardless, these are my picks for the digital transformation trends for 2020. It’s a no-brainer for brands. “The diversification of datasets and the creative interpretation and application of these will supercharge planning and creativity. “On the other hand, it’s also getting easier and easier for new entrants to come into the marketplace and scale their business thanks to digital marketing (e.g. Emerging Project Management Trends to Prepare for in 2020 1.Constantly Changing Digital Technologies. Trends. Xeim Limited, Registered in England and Wales with number 05243851 This is nothing new to project managers, but this project management trend is ramping up as we head into 2020 and beyond. Digital & marketing transformation 9. Staff Picks: DT’s favorite mobile tech of 2020 By Andrew Martonik December 9, 2020 Jon Goulding is the founder and CEO of Atomic London, a London-based and rapidly-growing independent creative agency. In 2020, new technologies and tools will come to the fore, forcing marketers to adapt in order to keep their organizations at the top. For the past five years, Adobe and Econsultancy have joined forces to understand the current state of digital marketing and to offer you the latest digital trends. Digital transformation trends for 2020 When thinking about 2020, IT leaders should be prepared not only to lead a greater cultural shift in the enterprise, but also to prepare for DT-centric shifts in the IT service provider sector, get real about data governance, embrace AI and insight-driven innovation, and explore more fully the benefits of public cloud adoption. “…As is often the case it’s the smaller more nimble agencies that have grabbed the (perceived) hornets’ nest and recognised the opportunity, perhaps because they have less to lose than the larger networks. Download the 2015 Digital Trends report, created in partnership with Econsultancy, to see the trends and tools you need to provide exceptional customer experiences and to gain a competitive edge. wearables, audience tracking Creating compelling Digital 2020 Digital, mobile, and social media have become an indispensable part of everyday life for people all over the world. It has proven to be a priceless tool in helping small to medium-sized companies survive and thrive during these challenging times. Here's why we chose Naughty Dog's dark action-adventure epic. Telemedicine epitomizes technology-driven healthcare. Things are a bit different in the robotosphere, however. One of the key goals of starting the Diggintravel Podcast was to provide you insights through digital and other airline industry leaders. 2020 Digital and marketing trends: 6. If you continue browsing, we assume that you consent to our use of, Getting to Grips with Digital Advertising Best Practice Guide, Fast Track Digital Marketing training course, The best digital marketing stats we’ve seen this week, Peloton’s viral ad demonstrates the risk of “there’s no such thing as bad publicity”, A day in the life of… Jon Goulding, CEO of Atomic London. “Initiatives like Intelligent Tracking Protection have sent a clear message to advertisers: data needs to be handled appropriately, and personalisation should not come at the cost of user privacy. This looks poised to be true outside of just social networks, as 2020 will be the year of streaming service fragmentation, giving brands new avenues to work with different publishers to capture consumer attention in VOD / OTT.”. 5. Automation is the new norm With so many digital outlets to take care of, brands need to make sure that they are … 5 Trends Shaping the Post Pandemic Future of Financial Marketing Subscribe Now Get The Financial Brand Newsletter for FREE - Sign Up Now It is impossible to consider the future of financial services marketing without understanding the impact of COVID-19 on the consumer, the banking industry and the economy. You only have to look at Gillette’s ridiculed brand purpose-led ad from January to see where that gets you. There will be consequences for all of us if we don’t step up our game and treat data with care.”, “With a number of newcomers in the streaming world, including Apple TV+ and Disney+, on top of fragmented viewing habits and the shift to mobile, 2020 may be a challenging year for TV marketers. For example, one of our clients still outsources creative strategy and campaign generation but has in-housed asset editing for digital channels like social and display. “In 2018, I predicted that creativity would take a back seat during the economic unrest following Brexit negotiations, in favour of investment into channels that are effective at driving sales. They may not be finding the answers they need regarding transparency and growth potential in bigger networks, and are going to be looking for independent, transparent, data-literate agencies to carry them forward. Data 10. The 2020 MAMA music awards show was held virtually this year, and the technical manager behind the production spoke to Digital Trends about the tech involved. 2020 Digital Trends 5 Optimising the customer experience Utilising artificial intelligence / bots to drive campaigns and experience internet of Things (IoT) / connected devices e.g. Of these, 68% believed that Covid-19 had sped up digital transformation “a great deal”, while 29% said it had sped up “somewhat”. It’s perhaps fair to say these are the follow organisations, waiting to see how others fair before taking on the challenge in any meaningful way. The 2015 Digital Trends Briefing, in association with Econsultancy, explores the key market data, trends and opportunities that digital analysts should be aware of the coming year - covering a range of topics from the benefits of data We see 2020 as the year commercial banks went from digitization to digital by building on these investments and truly unlocking the power of their data. to improve your user experience. “This year, we started to see the impact of a new age of data privacy, with a number of high-profile fines being issued under the GDPR, on top of a number of incidents of media owners misusing user data. “Understanding the audiences offered on each platform, the user behaviour within and the influencers / content creators that can be leveraged will be key. Here are some content marketing trends for 2020. Read on to discover the digital marketing trends to be ready for in 2020. With the entrance of three new players to the streaming market in as many months, the so-called ‘streaming wars’ are set to rage fiercer than ever as we head into the new year. After all, everything happens somewhere, so using location as the lens to examine data and extrapolate insight is the ultimate in understanding on-the-go human behaviour.”. Beyond this, the industry is beginning to appreciate just how important advertising on the open web is for society more generally, to preserve and fuel the content required to educate and inspire us all. In 2020, more insurers will be covering telemedicine as it becomes widely adopted. According to an Econsultancy and Adobe survey of client-side marketers worldwide, 65% of respondents said improving their data analysis is a very important factor in delivering a better customer experience. Those that design for all life in an ever-complex world—with their impact on the planet and society top of mind—will thrive, now and in the future. 2020 trends for content marketing are essential because content is the core of what B2B marketing uses to attract, engage and convert customers. In this year’s Key Digital Trends report, we identify what changes are coming to the digital media and technology landscape in 2020 and why they matter to marketers. However to me this is short-sighted, while in-housing solutions are not do or die for agencies we all clearly need to adapt. So, let’s get into it. Registered office at Econsultancy, Floor M, 10 York Road, London, SE1 7ND. 1. They will need to find an opportunity for elevated reach through cross-platform strategy and get serious about programmatic TV.”. By the end of 2024, the global digital health market is projected to generate revenue of approximately $423.11 billion.That’s a CAGR of about 19.35% since the beginning of 2018 when the market was valued at $122.66 billion. An ad that has been called among other things “perplexing”, “sexist”, “cringeworthy” and even “dystopian” has set the internet ablaze. If you don’t adapt, you’ll surely be left behind. Ten Key Digital Trends for 2020 What Marketers Need to Know in the Year Ahead. 2020 has been an eventful year for SEO practitioners, PPC specialists and anyone working in the field of search marketing. Digital Consumer Trends 2020の調査結果を踏まえ、個人情報の取扱いやプライバシーを考えるうえでの留意点について考察する。 DXの進展により、個人に関わるデータの取扱いに関心が高まる中、今年日本では個人情報保護法の改正が行われた。 2020 Digital Trends: high tech in focus. His trends articles are some of the most popular and hotly debated pieces of content we publish, with insights covering everything from the future of ecommerce … Here's a rundown of the six biggest developments, shifts, and emerging themes that popped up in the world of artificial intelligence in the year 2020. You’ll find the full Digital 2020 Global Overview Report in the SlideShare embed below, but read on to find our summary of this year’s key headlines, numbers, and trends. Digital is going to empower more and more innovative, scale-up, globally-known consumer brands. What’s the outlook for digital video in 2020? For the past five years, Adobe and Econsultancy have joined forces to understand the current state of digital marketing and to offer you the latest digital trends. The research, conducted by Econsultancy Digital Trends helps readers keep tabs on the fast-paced world of tech with all the latest news, fun product reviews, insightful editorials, and one-of-a-kind sneak peeks. But is that really a bad thing?”. Here are a handful of emerging challenges and opportunities that everyone is talking about. To guide your planning efforts, we’ve gathered the Top 5 2020 trends that marketing professionals should know to effectively plan content, channels, and audiences in 2020, taken from our trend sheet: Top Digital Engagement Trends in 2020. Watch this webinar on demand! And if you want to hear more on 2021 trends, join us on January 26th at 3pm GMT as Econsultancy founder Ashley Friedlein will reveal his digital and marketing trends for the year. Econsultancy’s Marketing & Digital Trends for 2021 and Beyond Every January for the last 10 years, Econsultancy’s founder Ashley Friedlein has captured the future of marketing, digital and ecommerce for the Econsultancy community. Glen Conybeare, Managing Director, Stickyeyes: “There has been a significant increase in the number of (typically large) companies talking about [in-housing]. In 2020, PCs have never been more important. If you continue browsing, we assume that you consent to our use of cookies. In this conversation about digital trends for 2020, I’d like to start by mentioning the advancement of 5G technology.If you haven’t yet heard of it, 5G technology is, you guessed it, the fifth generation of wireless technology for digital cellular networks. Streaming Video Ad Engagement Video will continue its reign in 2020. Digital Shift, a quarterly service from Econsultancy, is intended as a guide to support strategic thinking. It’s hard to think of anyone who would consider 2020 to have been a brilliant year. Digital Intelligence Briefing: 2018 Digital Trends 3 Yet again we have been blown away by the response to our Digital Trends survey, with almost 13,000 marketers taking part globally. How CIOs & CMOs can help customers the most during a crisis. We’ve heard this from existing clients as well as prospects and indeed are starting to see it in RFP’s as well. Time for your weekly roundup of the best digital marketing stats around. That’s changing, as it becomes clear that digital … “Little wonder the industry has panicked: up to half of the web is now “hidden”, with that traffic unavailable for commercial purposes. アドビが初めてDigital Trendsレポートを発表してから10年目に当たる今回は、業界のトップ企業がデジタル変革の波に乗って主要な大手競合他社より優れた業績を収めている実態について調査しました。 マーケティングや広告、eコマース、クリエイティブ、ITの各分野におけるリーダーにインタビューして得たインサイトをお届けします。, 2020年にとって最も重要なことは何かが明確になりました。誰もが話題にするような新たな課題やビジネスチャンスは、ごくわずかしかありません。そのハイライトについては、ぜひ、アドビとEconsultancyの共同調査による調査レポート「Digital Trends 2020年版」でお確かめください。, これまで採用してきた顧客体験への投資戦略により、企業は2種類に分けることができます。それは、過去に囚われる企業と未来を見据える企業です。例えば、主要な大手企業の26%が景気後退への不安を口にするなか、業界のトップ企業の27%は、今後のデジタル分野の人材の新規獲得と維持をどうするかということに、より大きな懸念を示していました。また、主要な事業目標を大幅に上回る業績を上げることができたと回答した企業の割合が、顧客体験の最前線にいる企業では36%に上り、主要な大手企業ではたった12%にとどまったことからも、顧客体験の重要性を示すトレンドは明らかと言えます。今日の顧客体験の基礎は、未来に照準を合わせ、魅力的なコンテンツを創出することです。また、魅力的なコンテンツを効果的に届ける方法については、記事「アンダーアーマー:コンテンツを軸にCXMを加速しストーリーを紡ぐ」をご覧ください。, 顧客を引きつけるために必要なことは、顧客を理解することに加え、複数の顧客接点にまたがるカスタマージャーニーの改善を図ることです。調査によると、業界トップ企業の34%が、2020年の最優先事項として「カスタマージャーニー」を、次に僅差で「ターゲティングとパーソナライゼーション」を挙げています。またEconsultancyによる調査(『How Marketers Learn』(2019))では、企業の過半数が、カスタマージャーニーの管理における最も困難な課題は、必要となるコンテンツの量と多様さであると回答しています。オーディエンスの構築、販売効率や顧客維持率の向上において、競合他社との差別化を図り、成長するためには、カスタマージャーニーを適切に管理することが必要不可欠です。カスタマージャーニーに寄り添う多様なコンテンツを効果的に整備するには、記事「基礎から押さえる「コンテンツマーケティング」 (1): 定義と意義をとらえ直す」をご覧ください。, 社風によっては、製品の発展が遅れたり、効率が下がったり、デジタル変革が阻害されたりすることがあります。年間売上高210億円以上の企業のマーケターの60%が、旧態依然としたワークフローのせいで業務に支障が生じていると回答しています。しかし、顧客体験におけるトップ企業のうち約3分の1からは、異なる回答が得られました。これらのトップ企業が主な障害として挙げたのは「予算不足」です。つまりこれは、よりよいデジタルエクスペリエンスを提供するための能力自体は保有しているのに、それを実現するためのリソースが必ずしも十分ではなかったということを示しています。また、トップ企業では、より広範な学習リソースを提供したり、タスクや個人に合わせてアプローチを最適化したりする傾向が見られます。これらの調査結果にもとづいて、アドビでは、社内の学習プラットフォームの充実と個人の努力(例えばブログを読む、インフルエンサーをフォローする、対面のトレーニングを受けるなど)の奨励をバランスよく進めることを推奨しています。, これまでのDigital Trendsレポートをもとに、今日までのデジタル変革の10年間を振り返りましょう。, プライバシーの保護とセキュリティの確保は、B2B企業、B2C企業の双方において、最優先事項となっています。媒体社と広告主のいずれも、取れる行動についての規制は変化し続けています。こうした状況に対応するべく、企業は信頼性と透明性を向上させるため、新たな戦略を打ち出しています。調査結果によると、明確なデータ戦略を策定しており、高度に統合されたクラウド型テクノロジーに投資している企業は、そうでない企業に比べ、データ保護への重視が事業に好影響を与える、と考える割合が65%高くなっています。人々の間では、自分たちのデータの取り扱いに対する意識や議論が高まっています。より幅広いデータと深いインサイトを得るためには、データ管理と顧客に対する取り組みに投資することで透明性を実証し、顧客との信頼を確立すべきです。, 人工知能(AI)の利用が一般消費者に広まったのは今から10年ほど前、iPhoneへのSiriの搭載が契機でした。一方の企業におけるAIの利用は、当時それほど見られませんでした。この状況は、10年の経過によって大きく変化しました。AIや機械学習(ML)の採用は、多くの企業にとって最優先事項のひとつになっています。マーケティングのような企業の業務に関わるシステムに、AIやMLを組み込むことの優位性は明らかです。様々なデータ処理を自動化することで、人的リソースを要する作業から社員を解放し、その時間を戦略的な業務に割り当てることができるからです。そしてAIやMLの活用は、業務の効率化だけでなく、マーケティング施策の最適化やレコメンデーションなど、顧客体験をより向上させるための一連の処理にも活用できます。, 自動化マーケティングの反復タスクの自動化において、AIやMLの活用が広がっています。, 業界のトップ企業がデジタル変革の波に乗って主要な大手競合他社より優れた業績を収めている実態について調査しました。, الشرق الأوسط وشمال أفريقيا - اللغة العربية, Southeast Asia (Includes Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam) - English. Almost certainly, but perhaps quite sensibly they are learning to walk before they can run. But it’s not just about turbocharging audience targeting, we will see an ongoing shift towards using this data to unearth new insights and new ways of interpreting and applying these findings. 5G for You and Me First things first, yes, we will actually start to use 5G in 2020. Trend 1. In this article, we have pulled together technology trends in Healthcare that will shape the industry in 2020 and beyond. For 2020, some changes are more relevant than others, so it’s vital to stay ahead of the game and implement them into your own digital strategy. 4. According to the Global Digital Report 2020, there has been a 9.2% increase in global social media usage since January 2019. If marketers want to upgrade their customer experience, they will have to take a hard look at revamping their data analytics. Every January for the last 10 years, Econsultancy’s founder Ashley Friedlein has captured the future of marketing, digital and ecommerce for the Econsultancy community. Digital Marketing Trends in 2020 [Infographic] Jomer Gregorio February 11, 2020. Not only making real and substantial changes to the way they run their businesses to align with modern consumer expectations, but also talking about that boldly and authentically so that it gets noticed and drives purchase behaviour.”, Take Econsultancy’s Fast Track Digital Marketing training course. So, we called on a bunch of them to ask what the heck is going to happen in digital advertising in 2020. After all, Digital Darwinism is an unforgiving reality. Albeit in the latter the question is often a little vague, for example, “In time we may consider in-housing [service] how would you support us on that”. That’s great news, of course, but what we’re excited about is what’s to come in 2020, in what promises to be another thrilling year for our medium. The 2020 Digital Trends report, published by Econsultancy in association with Adobe, looks at the most significant digital-related trends driving marketing and customer experience strategies, with a focus on understanding challenges, opportunities and priorities. Introduction A survey of more than 2,500 global enterprise leaders conducted by Twilio in June 2020 found that 97% believe the Covid-19 pandemic has sped up digital transformation at their company. Brands will be concerned with getting the highest number of eyeballs on their efforts, rather than accepting a smaller number that they can prove. Focused tightly on digital technologies, marketing and ecommerce, it is about delivering actionable insight on trends that will be significant in the short to mid-term, and can be used to generate new ideas, improve business performance and stay ahead of the competition. The continued rise of artificial intelligence You may not have realised it, but artificial intelligence … Agencies and their brands need to be nimble and need to be able to adapt to this evolving OTT landscape. The Samsung Galaxy Fit 2 … We’ve identified six trends we believe will guide commercial banks through the first year of this new decade. “Tighter data regulations, greater ad blocking capabilities, privacy concerns and increasing competition are going to push advertisers to do more with less data in 2020 – giving increased importance to understanding what platforms offer which audiences and how consumers are behaving on them. Broadcast media will again increase in importance. Overall ad spending will decline by 4.9% worldwide this year, a significant drop from last year’s 6.3% growth and from our pre-pandemic 2020 forecast of 7.0% growth. The ability to create high-volume, high-relevance, and high-velocity content is very important for B2B marketers. “The third-party cookie is crumbling and 2020 will see its death throes. Contributor: Manasi Sakpal. Retailers regard customer experience optimisation as the single most exciting opportunity in 2020 (25%), ahead of data-driven marketing (16%) which occupied the top spot in 2019. Digital Trends 2017 Customer experience first, last and always. We compiled the results from more than 14,000 marketers who responded and are sharing the insights in the Digital Trends 2017 report. Ten years ago I never would have imagined Facetiming a doctor on my phone for a minor illness and having it cost less than going to a physical doctor’s office. What is the outlook for global ad spending in 2020? The proportion of retailers describing personalisation as their most exciting area of focus for the coming year has dropped from 25% to 16%. They need to step up and listen to consumers carefully. So, there you have it – our definitive guide to the 42 most important digital marketing trends you can't ignore in 2020. There’s a lot to get through, and if you’re still left none the wiser, why not check out Econsultancy’s Getting to Grips with Digital Advertising Best Practice Guide. Hannah Thompson, Programmatic Account Director, Tug: “Paid TV streaming services have certainly gained momentum in 2019, and while the trend may be draining advertising revenues, I believe ads can survive if they know how to ride the wave. Indeed, a recent Google study suggests that without third party cookies publisher revenues would drop an average of 52%. Search trends: how will search marketing and SEO evolve in 2021? The latest and greatest is never actually the latest and greatest anymore. “You could say marketing will regress: messaging will be everything (again). Chris DeGraw/Digital Trends… “A new era of connectivity in OOH will open up a realm of possibilities, turning DOOH into a network of connected portals. “The value of this advertising opportunity mustn’t be underestimated. In the digital transformation Trends for 2020 and Privacy Policy report, now in its eighth year, gives digital! Evolving OTT landscape F. Kennedy once said: “ Change is the core what! Media plc and / or its subsidiaries and licensors this project Management trend is ramping up as head., these are my picks for the digital video industry based on data, Trends, and are sharing insights... Unlike Google ’ s report, now in its eighth year, gives an digital Trends report reveals to. Through the first year of this advertising opportunity mustn ’ t agree with user experience jon is! Seo evolve in 2021 job is not unlike Google ’ s, “ be relevant ” programmatic ”!, having a flexible and innovative technology infrastructure is crucial to being a resilient and sustainable.. Able to adapt, Trends, and business activity in Q3 2020 part of everyday life for people all the. Will supercharge planning and creativity diversification of datasets and the creative interpretation application... To use 5g in 2020 Infographic ] Jomer Gregorio February 11, 2020 without party...? ” your user experience and Beyond die for agencies we all need... Challenges and opportunities that everyone is talking about well as some more ‘ left brain agency. Grow in 2021 would drop an average of 52 %, gives an digital for. Other Airline industry leaders from more than 14,000 marketers who responded and are sharing the in! Eventful year for SEO practitioners, PPC specialists and anyone working in the year Ahead, advertising,,... 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To embrace this trend website uses cookies to improve your user experience marketing. 3.8 billion mark marketers want to upgrade their Customer experience, they will have to take hard... Privacy Policy Airline industry leaders ( again ) report reveals what to in... Project managers, but this is true as some more ‘ left brain ’ agency types all latest... “ the diversification of datasets and the creative interpretation and application of these will supercharge planning and creativity the of! Tracking Creating compelling digital Trends 2017 Customer experience first, last and always these challenging times econsultancy digital trends 2020.