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2020 marketing predictions from SAS’ Wilson Raj

Digital Marketing Briefing sat down with Wilson Raj, Global Director of Customer Intelligence at SAS, to pick his brains on the future of marketing, encompassing privacy, the blockchain and AI – here are his five things to watch out for in 2020:

  1. Data privacy & personalisation become C-suite priorities

In 2020, marketers will raise the personalisation bar by raising the data privacy bar. Topics such as data governance, data security and data management will be escalated to C-suite and boardroom level discussions as the balance between customer privacy and personalisation becomes a strategic differentiator for all brands.

2. Blockchain & advertising  

In 2020, blockchain technology combined with AI will start to gain traction to help businesses combat digital advertising fraud and waste.

3. Identity management

Identity management will be a primary goal (and struggle) for marketers in 2020.  Marketers must be able to identify and track specific digital visitors across a range of channels, devices, platforms and environments as they journey around web, tablet, mobile apps, voice assistants, and AR/VR. 

To this end, hybrid-cloud architectures will gain momentum in 2020 to provide dynamic MarTech applications with dynamic customer data, as well as offer management, decisioning engines, analytics platforms and the channels themselves in both real-time and batch capacity. 

4. Increased automation with AI

In its annual CMO survey, Deloitte found that despite marketing analytics budgets increasing over the next 3 years, perceived contributions from analytics remain weak.

In 2020, companies must turn to AI-driven automation to help operationalise those analytics if they are to remain competitive. With the deluge of data and proliferation of customer contact opportunities, it is no longer humanly possible to make the thousands of decisions required per second to deliver great CX without automation in the mix.  

5. AI & dynamic pricing

AI already helps marketers with dynamic pricing as it relates to product availability, demand and forecasting. But it can go much further in 2020. AI could further integrate with a company’s resource planning systems and supply chain inputs to access cost optimisation, inventory, and economic forecasting data to achieve both dynamic pricing and fulfillment into campaigns and customer interactions.

Join these senior marketing professionals next May

Don’t miss the chance to join 60 fellow marketing professionals at the Digital Marketing Solutions Summit next year.

It takes place on May 12th at the Hilton London Canary Wharf and entirely free for you to attend.

Simply register your place here.

In addition to a full day of business networking, you will get the latest insights and advice on trends in the sector via a series of seminar sessions.

Lunch and refreshments are included with your complimentary guest pass.

Register today and join representatives from the likes of:

  • ABTA 
  • Aspace Children’s Furniture
  • Berryworld
  • Blackbird 
  • Bondi Sands
  • Bouygues Energies & Services UK
  • Conde Nast 
  • Cyber Smart 
  • Dufry
  • FTA
  • Great British Chefs 
  • Jordan’s Dorset Ryvita
  • JustGiving 
  • Prospect Magazine
  • Pwc 
  • Raremark
  • Stadium
  • Swift Direct Blinds 
  • University of Sunderland London
  • University of West London
  • Weight Watchers 
  • WSP

Don’t miss out on this unique opportunity! Register your free place today!

Discover the key ecommerce trends for 2020 – eTailing Summit

Kickstart your 2020 ecommerce strategy by attending February’s eTailing Summit.

This one-day event will give you the opportunity to meet new innovative suppliers and discover the very latest trends in ecommerce for a new decade.

Taking place on February 11th at the Hilton London Canary Wharf, the Summit is free to attend. Simply register your place here.

Our seminar programme will cover key topics including increasing your sales conversion rates and using AI to to enhance the customer journey.

Key areas covered by our event partners will include:

  • A/B Testing Platforms
  • Affiliate Marketing
  • Content Management
  • Conversion Rate Optimisation
  • CRM
  • Cross Channel
  • Customer Engagement Solutions
  • Customer Retention & Loyalty
  • Digital Content Delivery
  • Email Marketing
  • Google Shopping
  • Mobile Apps
  • Mobile Optimisation
  • Multi-Channel
  • Personalisation
  • PPC
  • SEO
  • Shipping
  • Site Performance
  • Site Testing
  • Site Usability
  • Social Media Monitoring & Management
  • Strategy & Planning
  • User Experience
  • Web Analytics & Reporting
  • Website Design

Please join us on February 11th as our guest. Your pass also includes complimentary lunch and refreshments.

But register today to avoid disappointment. We have a limited number of complimentary guest passes.

Local venues and hotels join forces to launch Meet Gloucester

Key venues, hotels and suppliers from have joined forces to launch a centralised, event focused destination marketingorganisation for Gloucester.

The organisation, which will officially launch at Meet South West on 31st January, creates a hub for domestic and international buyers looking to organise events in the city.

Created to support and target association, corporate and agency event business, Meet Gloucester has the full support of the wider Gloucester City Council, the DMO – Marketing Gloucester and funding from Gloucester Business Improvement District.

Marketing Gloucester is providing seed funding and digital support as Meet Gloucester is developed by key industry partners with a desire to see the city grow its presence on both a domestic and international level as a meetings and events destination.  Local partners volunteering their time to set up and launch Meet Gloucester are:

·       Hatton Court Hotel Gloucester

·       Bowden Hall Hotel

·       Gloucester Rugby

·       Soaring Worldwide

Councillor Richard Cook, Leader of Gloucester City Council said: ”Gloucester is a vibrant and fast developing city with huge potential for growth within the meetings and events industry.  Meet Gloucester will provide an ideal face for the city, bringing together its key suppliers, venues and hotels as we look to increase not just our offering but also the number of delegates coming to experience all we have to offer.”

Further information on Meet Gloucester will be available via www.meetgloucester.co.uk as well as social channels on 31st January, 2019.

Why digital maturity, not transformation, is the key to inspiring change

By Damian Proctor, Redweb

The journey to becoming a digital-first organisation requires a shift in business focus outwards, towards the customer. Due to low risk and greater flexibility, digital has become a key enabler and the best medium for evolving an engaging relationship with customers, investors and other interested parties.

The phrase ‘digital transformation’ has become popular because it indicates a fundamental change taking place. Much like a butterfly emerging from the chrysalis, the marker for a transformed business is digital evolution to a point of no return. 

While this definition has value as a desired future state, it does little to explain the process – from the steps you need to take today, to where the real work happens in the future. However, if you shift your thinking from a focus on transformation to a focus on maturity, as a digital champion you will find it easier to engage and empower your colleagues during the early stages, rather than appearing to evangelise an unattainable utopia.

Digital maturity is a gradual process that unfolds across an organisation over time. Just as a child takes time to grow up, a business needs time to mature. Just as there are different developmental stages throughout an individual’s life, your business can continue to grow and adapt no matter what stage it’s at in order to become more digitally mature. 

Maturation is a natural affair, so it does not happen automatically. Digital maturity is the process of learning how to respond to the emerging competitive digital environment through a better understanding of your audience – adapting your culture and operations to meet their needs, supported by just enough technology to deliver against your strategy. Yet, this is not something that your business, leaders, and employees will instinctually know how to do. Digital champions must develop a working knowledge of the steps required throughout the journey to be prepared for the challenges ahead. 

At Redweb we partner with ambitious brands to empower long-term success, by defining transformational digital strategy. We’ve utilised two decades of experience, working with heritage brands like UEFA, Guide Dogs and Organix, to curate a break-through digital series that will guide you through the key challenges at each stage of your journey to becoming a digital-first organisation. 

DMB readers have the chance to start the new year with a competitive digital advantage by signing up for early access to our maturity model today.

Image by Fauxels from pexels

Marketing trends to watch in 2020

By Sarah Evans, Senior Digital Strategist, Bottle

As we move into 2020, a new decade, the pace of change is only set to increase for the marketing world. This will be the year that some proposals will be out of date if they get stuck in a six-month queue waiting for the board to sign off the budget. It’s hard to benchmark and forecast results when it’s never been done before. Marketers must be brave, curious and nimble, balancing long term and short-term goals. Well strap in…. here’s what we think are the actionable trends coming next year. 

1.       The Social Marketplace: the role of social will change for brands and consumers 

Social sharing has declined over the past few years, digital detoxes are so common they’re boring, and people are becoming more conscious about how they use social media. They’re wising up to how the platforms use our data and the permanence of how and what they share online is off-putting. At the very least, this knowledge is now influencing the level of curation, editing and filtering that their social profiles undergo. Their presence is selective.  

The real conversations are hidden behind closed doors in closed groups or messaging apps – a consumer’s prerogative of course. For brands, that means social listening for consumer insight is far less informative, but also that if they want to get in front of that audience, they’re going to have to pay for that privilege.  

There is another version of social media – it’s increasingly the place you go to shop. Wired called Instagram a shoppable mall: introducing shoppable posts and features that make it easier for people to spend money directly from their feed. Brands may even forgo the money to engage their audiences when sales opportunities are now so readily available through this platform, and the audience is willing. 

Native integration has turned social posts into mini ecommerce experiences where the sales funnel can be much shorter. It’s a great traffic driver from social to a brand’s website too – not to mention making it easier to track sales from an influencer marketing program.  

2.       Influencer Marketing ‘Glows Up’: maturing and diversification 

This is not a new trend, but we’ll see the next phase of its evolution. Budget spent on influencers is estimated to grow from £4.5bn to £18.4bn in 2024, despite misgivings about transparency, efficacy and measurement to name a few: brands still insist on throwing money at this tactic. 

In 2020, we’ll see this kind of activity ‘grow up’, as governance increases and both brands and influencers themselves get more discerning and savvier when it comes to things like contracts, compliance and exclusivity. We expect to see the scale increase, both length of partnership and number of people in a brand’s ambassador program. 

Influencer marketing will go beyond Instagram and YouTube. Not least because algorithm changes, removal of likes and decline of organic reach all pose a threat to influencers’ livelihoods, but also due to the emergence of other niche channels. The explosion of TikTok for example, took most people over 30 by surprise. 

TikTok are trying to woo brands with their 800m global active monthly users and predominantly Gen Z audience. Brands could think laterally about where else to find authoritative people on existing channels as well as emerging ones: like Reddit (just tread carefully), LinkedIn, Medium and even Quora will mean that influencer marketing will be audience-first, not channel-first. This will be key for B2B brands looking to capitalise on this type of activity next year. 

3. The BERT Effect: humanising SEO means voice search will kick up a notch 

We all know of that stat that was absolutely everywhere (you know the one*). On October 25th 2019, Google launched its most significant update in five years, called BERT. It’s a deep-learning, natural language processing model, which is now powering search queries. This is huge and could give voice search the impetus it needs to hit critical mass, as the semantic and contextual understanding BERT will bring lends itself perfectly to that type of search. 

What do brands do about this new update? What they should have been doing all along – which is solve for the user. BERT is now able to read sites just like humans, so write for humans. Google also use humans to manually check websites and the effectiveness of the search results based on their Search Quality Evaluator Guidelines, so there is no hiding anymore.  

Be useful, trustworthy and authoritative with your content (the E-A-T update is here to stay), and create a lot of it to help people throughout the research process, even those who are at the speculative, low intent phase. Keyword optimisation is dead, it’s all about the topic. 

On a broader note around SEO – Google has been making moves to optimise for the best user experience possible. In years gone by, the methodology may have been clunky, but now it’s extremely sophisticated, so instead of trying to second-guess what Google is looking for now, focus on the user and you’ll always be heading in the right direction. 

4. Brands Without Boundaries: marketing will (continue to) break the fourth wall 

Native advertising will be taken to new heights – beyond advertorials and product placement. We’ve already seen some venture into the gaming world, like the Wendy’s avatar “saving Fortnite from frozen beef” and Burberry’s new online game to race a deer to the moon.  Brands will continue to break the fourth wall to connect with audiences where they are spending time, continuing to infiltrate the consumer’s every day. Product placement on streaming platforms will increaseas they offset money lost through traditional TV advertising, and people seem to be more receptive to accepting products alongside a much-loved character than force-fed them in TV adverts. 

2020 will see the introduction of the much-anticipated advertising on Whatsapp. Any communications channel, where it once may have been saved for personal communication, seems to be for the taking. Creative, irreverent and innovative use of these existing channels may earn forgiveness for crossing the line; like using Airdrop for a recruitment campaign.  

With all these opportunities within reach, brands must go beyond the excitement of new territory and ensure their presence is welcome and valued by their audiences – so think about why and how you have the right to be there – not just about the PR story you can tell about it afterwards. Remember, people have yet to forgive U2 for the automatic iTunes album ‘gift’.  

5. The Purposeful Pound: consumer behaviour pivots towards sustainable brands and shopping habits 

The damage we’re doing to the planet is coming into ever-sharp focus and concern about the environment is at its highest level on record. This is no longer an aspirational or status-driven trend for the liberal elite – the ones who could afford the first iterations of electric cars. It now concerns all of us and is shaping our behaviour and our demands on brands.  

Take one movement: veganism. By 2020, the number of vegans will have grown by 327%. Smart brands clocked the demand and responded: Burger King, Nando’s, Zizzi, Wagamama, even Greggs to name a few have all launched vegan options to their menus. Greggs’ Chief Exec is even vegan now

When it comes to environmental responsibility, for brands and consumers alike: it’s not status-enhancing if you opt in, it’s shaming if you opt out. Just look at #flygskam (or ‘flight shame’). 

Consumers (of all ages) are becoming more conscientious than ever before, voting with their money. With tools like Rank-a-Brand, people can find out how sustainable their favourite brands are. 

Brands will have to work hard to prove their green credentials to this growing, discerning group, but if they can then this will be a powerful marketing tool. Brands need to not only respond to, but also nudge consumers into better habits. Mastercard partnered with Doconomy to launch a credit card that tracks the CO2 of purchases and blocks it when you’ve reached your carbon limit. 

Whatever 2020 brings, you can be sure that the only constant will be change.   

*Really, you don’t? It’s by 2020 half of searches will be voice, by ComScore. 

Discover the latest marketing trends and innovations next May

Join us as our guest at the Digital Marketing Solutions Summit, a one-day event that will allow you to do just that by:

  • Matching you with relevant suppliers for a series of pre-arranged, 1-2-1 meetings based on your requirements
  • Allowing you to attend insightful and inspirational seminar sessions
  • Providing you with a forum to network with other senior health and fitness professionals who share your challenges

Our guest list includes representatives from the likes of:

  • ABTA 
  • Aspace Children’s Furniture
  • Blackbird 
  • Bondi Sands
  • Bouygues Energies & Services UK
  • Cyber Smart 
  • Dufry
  • Great British Chefs 
  • Stadium
  • University of Sunderland London
  • University of West London
  • Weight Watchers

The Digital Marketing Solutions Summit takes place on May 12th at the Hilton London Canary Wharf. Register for your complimentary guest pass here.

Register for the eTailing Summit today!

There’s a free VIP place reserved for you at the eTailing Summit. Can you join us?

11 February 2020 – Hilton London Canary Wharf

This unique event is entirely FREE for you to attend – simply reserve your place here.

  • Source new innovative and budget-saving suppliers
  • Learn from inspirational seminar sessions hosted by industry thought-leaders
  • Network with like-minded ecommerce professionals who share your challenges
  • Enjoy complimentary lunch and refreshments

RSVP now to avoid disappointment!

Shutterstock unveils music service for content creators

Shutterstock has launched an unlimited monthly subscription for Shutterstock Music geared toward digital content creators, including YouTubers, podcast producers, and social media managers.

The company says the service offers a cost-efficient solution to licensing unlimited high-quality tracks, priced at $149 per month.

Additionally, to meet the needs of short-form content projects, Shutterstock Music now offers shorter tracks for all license plans.

Shutterstock asserts that creating content for digital and social media channels requires tighter budgets, shorter timelines, and attention-grabbing messaging. As such, shorts, or shortened versions of a song (15, 30, and 60 seconds in length), and loops, a segment of a longer song that repeats indefinitely, are now available with every license purchased at no additional cost, enabling users to save time on edits after purchase.

With over 11,000 tracks, the Shutterstock Music library includes music curated by professional musicians. The platform offers filtering tools that allow users to search by genre, mood, popularity, among others, with playlists of popular genres and regions. All Shutterstock music tracks are royalty-free and the standard license covers web-based and business usage, including conference presentations and trade-show booths.

“Today’s creatives are often working across multiple channels to create content for various projects and audiences. We launched the music subscription to make their lives much easier,” said Christopher Cosentino, VP of Product at Shutterstock. “Whether creating a social video, a conference presentation or a podcast, our new unlimited licensing option empowers creators to license music as their needs arise and frees them to focus on the creative vision rather than worrying about budget.”

Two-thirds of consumers ‘Don’t understand how their data is used’

Over half (58%) of consumers want long term relationships with brands, but 33% saw irrelevant retail offers as the biggest marketing mistakes, indicating a personalisation disconnect.

That’s according to the latest APEX report from Valitor, which reveals the key marketing challenges brands will face in using customer data to build relationships.

The study also found that almost half (48%) of consumers think that when it comes to relationship ‘building’, all they see after-sale are spam emails.

In fact, it seems personalisation across the board does not meet expectations. 68% do not know how their data is being used by brands. Valitor says this knowledge gap, combined with the implementation of GDPR and the ongoing discussions of data being used in political discussions, has spiked consumer interest in data use and privacy.

However, while interest has increased, the actual use of data by brands is creating uncertainty, confusion and setting unachievable expectations about the sort of interactions customers should expect. 

Halldór Lúðvígsson, Managing Director, Omni-channel solutions at Valitor, said: “The latest APEX report reveals that consumers want a long term relationship with brands, which is clearly an opportunity that needs to be pursued. To succeed in establishing relationships, brands need to show customers that by having their data, they are able to create the long term value they crave. Currently, though many consumers feel brands’ efforts are missing the mark, which is risking weakening customer retention.”

The good news for brands, however, is that consumers are still happy to provide them with personal data, as long as it is used in the right way. In fact, 75% of consumers are comfortable with the concept of a brand holding personal information in order to improve the services and relationship. Consumers also revealed that they are most willing to share email addresses (42%), followed by clothing size (29%). But in order to keep consumers happy, brands need to ensure that they use this data wisely if they are to encourage the sharing of more types of information. 

Meanwhile, the outdated practice of getting data and then taking a “spray and pray approach” has clearly had negative effects on consumers. For example, over a third (34%) of consumers say that they have been made to feel like a brand no longer wants to impress them once they have parted with their money. Another third (33%) aren’t convinced brands still care about them after the sale is done. While a quarter (25%) highlight the fact that occasional offers are not the same as a proper customer service relationship. 

Other key report findings:-

  • The 18-35 age group is far more confident in their understanding of how brands use their data (18-25 were 40%; 26-35 were 43%) compared to the 66+ age group (19%).
  •  44% of consumers take notice of marketing communications from a brand:
    • 56% take notice of emails 
    • 46% notice free samples/trials 
  • 52% of 18-25 years – the highest proportion of all age groups (and the emerging customer base for many brands) – are receptive to messaging from brands. 
  • The oldest consumers, 56-65 and 66+ are the least likely to pay attention to brand marketing.

Download the full report here.