Three (Predictable) Marketing Predictions for 2020

1: Era of Data

There is no surprise that data is making this list – and possibly every other list predicting future industry trends. Let’s just get this out of the way. Data is a broad term, one that can pretty much be flexed into almost any conversation happening in any boardroom. The commonality between these conversations are in what the industry is asking themselves; what types of data are we collecting, how much of it is being collected, how is it being analyzed, is the data valuable (and to whom), and do we have the cognitive technology to put the data to relevant use to inform and influence smarter decisions?

People are now figuring out what to do with data.

We are now in an era where most companies and organizations are already leveraging their 1st party data; investing in 3rd party data and marrying both sources to create and discover unique data points, audiences, and insights that are driving better, smarter, and quicker business decisions than ever before. In 2020, I foresee data becoming an even more form-able asset that will ultimately differentiate a lot of competitors from one another. The data collectors who purpose their owned or rented data to maximize marketing opportunities, consumer-based selling, or to simply enable more people to gain insights – will ultimately reign supreme. I foresee organizations investing heavily in technology and talent to better inform and uncover tremendous value from their data offerings.

One thing is for sure – the possibilities around data are truly limitless. As technologies evolve, it will provide more means of interpreting data into insights, support continuous intelligence gathering, enable larger memory storage, affordable performance - and all with less complexity.

Prediction: Data will become more important as a unique value and selling proposition.

2: Customer Experience, CX

A definite contender for the biggest buzzword of 2020 – and one that will be a significant focus for many brands and service providers as consumer journeys continue to evolve. In 2020, I foresee CX becoming a company-wide responsibility – especially for those in operations. I come from a traditional marketing background, where the consumer experience was owned by the marketing department. It was a two-way conversation, an often-guarded relationship between the brand’s marketing department and its customers. That is no longer acceptable.

The relationship between a brand and their consumer is (and arguably always has been) defined by the experience. That experience is owned by both the brand and the customer – as a shared endeavor.

Most brands are still challenged with finding ways to do right by their own needs while also serving the expectations of their consumers. The brands that can manage those expectations, and provide relevance, consumer-value, and the experience (whether through personalization, loyalty & incentive programs, technology, events, or shared-values) will understand who their best customers are.

Over the course of 2019, we saw (in my opinion) some of the biggest and boldest experiential campaigns being executed – and to no surprise, they were among some of the most talked about activations around the world. From Adidas, Lego, Bumble, KitKat and beyond – 2019 was an exceptional year of experiences that taught us a lot about what drives consumer loyalty and purchasing decisions. There is just something incredibly magical about transforming everyday things into something extraordinary – and enabling consumers to become a part of that magic; which can capture moments that are far greater in brand value than any coupon or contest. Experiential marketing is becoming an expectation. One that can have a significant impact on how a consumer perceives a brand or product - and the experience.

Prediction: Brands will place a bet on their consumers by giving them more meaningful and engaging experiences - than ever before.

3: Micro-Influencers

Okay, here’s another hot topic. Let’s all just agree: Micro-influencers can provide deeper connections and more value-driven content for audiences. They speak to a community of engaged listeners, not to a list of scrolling users. Often, influencers can be overlooked for several reasons; and with good cause. As the influencer category continues to explode, so does the lack of trust and transparency among followers and consumers. 

Influencers can be great. When it is authentic. And the industry needs to get behind that notion.

In 2020, I foresee brands increasing their focus on working with micro-influencers in lieu of mass-influencers as oftentimes their connection with their communities is much stronger, more trusted, and their voice is lot more authentic than someone pushing out 5-10 sponsored posts a week. Micro-influencers are rooted with-in their communities as respected subject matter experts who are passionate about their categories and partnerships. Micro-influencers are less focused on ‘likes’ and more focused on engaging with their peers and often being seen supporting their favorite local businesses. I also find the content typically executed by micro-influencers a bit more authentic, in the moment.

Prediction: More and more brand marketers will be investing in nano/micro-influencer strategies.

About Boris Cho

Boris Cho is a marketing strategist from Toronto, ON. Boris has over a decade of professional marketing, media, strategy, and business development expertise – and has assumed senior-level and leadership roles with organizations across multiple industries. Boris is an entrepreneurial self-starter with a sincere passion for all things marketing, digital innovation, media, and advertising. Boris values hard work and the opportunity to pioneer change.

Boris is also a comic book and science fiction enthusiast. When he’s not surfing the waves of the multiverse, you can find him writing nonsense, snapping photographs, sautéing leftovers, or climbing up the ranks in an online guild. In addition, Boris is also a loving father to the most beautiful daughter of all time/space.

Boris is currently a Senior Director of Strategy at Midas Exchange - a WPP company powered by GroupM. In addition, Boris also serves as the Media Chair on the National Advertising Benevolent Society, (NABS) Board of Directors, acting Board President of the Media Research Council of Canada, and an active and founding member of the Ad Club of Toronto Student Engagement Committee.