Key marketing trends you need to know for 2020

Industry’s top marketing experts share their predictions

One month into 2020. If you haven’t yet, it’s time to take action when it comes to accelerating and growing your business this year. Creating and implementing the right marketing strategies can help increase awareness, sales, and competitiveness.

We asked the industry’s top marketing and communications experts about the marketing trends for 2020. With vast experience in delivering effective and innovative marketing for clients to stay at the forefront of the market, they share their insights about what they think will shape the industry for 2020.

Marketing on a more connected level

“What we consider as marketing today is constantly changing and becoming more dynamic…and I believe that the key trends of marketing in 2020 will see a continuation from what largely ruled in 2019, but on a more connected level. These will include broad areas such as Customer Experience, Communication by Employees, and Content Personalisation.

Accessibility, convenience, knowledge, ease of use, up-to-date technology, brand image and design add up to providing powerful customer experiences which will hook onto people, and keep them coming back for more.

And in doing all of these, making sure to build a positive internal business culture and service to turn the responsibility of delivering the company’s marketing strategy over to your employees. They should want success for the business as much as the owners!

Big data combined with AI will be today’s tools in personalising content and recommendations. Such personalised marketing messages will be able to forge the ‘conversation' between the brands and their targets. It’s exciting to see consumers now in the driving seat, leading a social influence, and creating real opportunities for brands to present deeper engagement and experience."

Jessalynn Chen, Business Director, Brandient Asia

Video content to connect and engage

“We will see a continued increase in video being used as a marketing tool/ channel.

As a result of advances in smartphone technology, quality videos are becoming more economical to produce.

They are generally well-received by audiences eager to digest informative, relatable content quickly and easily.”

Claire Rumbellow, Associate Director, Cognito

Commitment to the meaningful

“I strongly believe that impact marketing will be one of the trends this 2020. Impact marketing exhibit a common desire to create both societal and economic impact. Four distinct types emerged based on leadership, structure, core values, and culture.

Committed to “the meaningful why” and tie every decision back to their people, products, profit, and, ultimately, their higher-order purpose, which influences decision-making at every level.

Marketing is often no longer just selling; it’s about making connections and solving problems that improve people’s lives.”

Lim Sim Huey, Portfolio Manager, Brain Juice Collective

Authentic design for simple but bold experience

“Authentic photography will be key. A photo can say a million words and pair with a carefully crafted statement, header or punch line both elements create an impactful and compelling message to a targeted audience.

For 2020 look for minimalist covers or landing pages; monochrome, muted and earthy colours; authentic photography; bold fonts and concise statements; and intuitive designs focused on delivering seamless user experiences.

Cut out collages, repetitive patterns, continuous sequences in illustrations and animations; and increasingly in 3D will trend in 2020. Augmented reality (AR) is now more accessible across the entertainment, retail, marketing and education segments and will be deployed to offer simple but bold experiences.”

Marta Sudomirska, Graphic Designer, Creative M Studio