130 TRENDS AND PREDICTIONS 2020

Authors

David Tomás Laia Cardona Sol González

CEO & Cofounder of Communication & Front-end Developer
Cyberclick Marketing Strategist at and Graphic Designer at
Cyberclick Cyberclick

Berta Ventura Chantal India Sofía Smolko Enric Llonch

Social Ads Specialist at Social Ads Specialist at Social Ads Specialist at Video Marketing
Cyberclick Cyberclick Cyberclick Strategist at Cyberclick

Nerea Boada Marina Sala Pep Canals Pere Munar

Digital Marketing Inbound Marketing Data Scientist at Data Scientist at
Strategist at Cyberclick Strategist at Cyberclick Cyberclick Cyberclick
 130 TRENDS AND PREDICTIONS 2020

Index
1. Digital Marketing Trends................................................................................................ 5

2. Social Media Trends.......................................................................................................... 15

3. Video Marketing Trends................................................................................................. 29

4. Email Marketing Trends................................................................................................. 41

5. Programmatic Advertising Trends............................................................................ 51

6. Native Advertising and Branded Content Trends............................................. 57

7. Content Marketing Trends............................................................................................ 63

8. Inbound Marketing Trends............................................................................................ 71

9. SEO Trends............................................................................................................................. 83

10. SEM Trends............................................................................................................................. 91

11. Data and Analytics Trends............................................................................................. 99

12. Web Design and User Experience (UX) Trends................................................... 109

13. Ecommerce Trends........................................................................................................... 119

14. OOH Trends........................................................................................................................... 127

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DIGITAL MARKETING

#1. Advertising for Voice Searches

We mentioned this as a trend in our 2019 trends e-book, but it in 2020 it will be a
reality. Voice search engines are in almost all of our homes via Amazon’s Alexa
and Echo, Google’s Home and Assistant, Apple’s Siri, and Microsoft’s Cortana.
In 2018 alone, more than 1 billion voice searches were carried out every month.
And it is predicted that by 2020, 30% of navigation sessions will be conducted
without a screen.

Marketers are beginning to recognize the power of voice searches and are
continuing to evolve their marketing practices to position well for voice
searches. Using a conversational tone in your written content (think words
like what, when, how, who) will help maximize voice searches SEO.

You can establish a unique advertising brand voice that will encourage listeners
to immediately recognize your brand. Headspace has mastered this strategy,
using the voice of Andy Puddicombe, the co-founder, in his ads and app.

Source: Cyberclick
 #2. Mobile Advertising Continues to Increase
An estimated $93 billion dollars were invested in mobile ads in 2019. This
means $20 billion more were invested in mobile than in television. Mobile
advertising has already reached a whopping 63% of total spending on digital
advertising. Companies will be allocating significantly more resources
towards creating ads for mobile platforms. This includes immersive 360º
content, vertical videos, and video content with fewer breaks.

Source: eMarketer and Marketing Drive

#3. Shoppable Posts

Social networks have become an integral part of digital marketing,
especially in the retail industry. Naturally, the next logical step is the
ability to shop on them.

It is an excellent opportunity for e-commerces and brands, and many

already use this function on Instagram, since business accounts can
posts photos that allow consumers to shop directly from the posts.

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We predict that this will become a reality on the other social platforms.
On Instagram and Facebook, you can label the products of your store or
catalog in photos and videos. When people see your tagged products in
posts, they can click on those tags and then buy them. It is important to
ensure that you have added the products to your Facebook/Instagram
store.

You can tag a maximum of 30 items. We recommend that you only label
products that appear in your photos and videos so that the posts are still
relevant to your customers.

Source: Facebook and Forbes

#4. Virtual and Augmented Reality

In recent years, both augmented reality and virtual reality have become
massively popular and are emerging as one of the great trends in digital
marketing.

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In 2020, we expect that augmented reality will end up being more popular
than virtual reality.

Several companies have already started using augmented reality. Ikea

launched its app, Ikea Place, which allows you to “test” how different furniture
or objects would look in your home.

Source: Forbes

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#5. Interactive Content

Buyers are constantly on the hunt for new experiences and they want more
interactivity. In fact, 91% of consumers prefer visual and interactive content
over traditional formats, according to the Content Preferences Survey. This is
because:

• Interactive content is different and new, so it stands out above the others

• This type of content keeps visitors on the page longer

• Is has a high virality potential, and increases brand awareness

• It generates more engagement because users enjoy it more than other

content

Sources: Forbes and Demand Gen

#6. Advergames
Game Advertisements, or Advergames, are a new marketing and
communication tool centered around quick video games. They can be fully
adapted to your brand, or can just feature your brand subtly.

The goal of advergames is not just to sell your product or brand, but to entertain
the user. This method is a unique way to advertise your product or brand, and it
helps to generate loyalty with the consumer.

Source: Cyberclick and Medium

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#7. Integrated Campaigns

Integrated campaigns use multiple forms of deployment in a single
campaign. For example, a video can be the center of a campaign that also
uses a website, a digital book, digital radio or podcasting ads, and a social
media ad campaign.

You can deploy multiple integrated marketing actions, using a single piece
of content.

An example is Serialify, an app that offers new ways to interact with live
series. This is a product trend that many companies are beginning to hop on.
Serialify is still in its beginning phases, and it will be interesting to analyze
its development throughout 2020.

Source: Cyberclick and Sempo

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8# Storyscaping

For decades, brands have used storytelling as a way to connect with potential
customers and communicate their values. This is still a very effective
technique, but we’re starting to see its natural evolution: storyscaping, a new
way of creating corporate stories that captivate and influence.

The concept of storyscaping started in 2014 when Gaston Legorburu and

Darren McColl released Storyscaping: Stop Creating Ads, Start Creating Worlds.
In their words, storyscaping consists of “an environment of emotional and
transactional experiences where each connection inspires interaction with
others, so that the brand becomes part of the consumer’s history. Storyscaping
is based on the principle that we are trying to effectively connect companies
(brands) with people (consumers).”

Another way to see storyscaping is that the mission or the “why” of the
brand, together with the wishes and needs of the customers and the product
(connected through shared experiences and value), give rise to the customer’s
“hero’s journey”, in which the product forms an important part of their story.

Even though this concept was created 6 years ago, we are just now starting to
see its implementation in digital marketing strategies.

Source: Cyberclick

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9# Viraljacking
The concept of viraljacking is a concept that we created in Cyberclick, as an
evolution of newsjacking.

Newsjacking is a technique that is based on creating content that is highly

relevant to your company, product, or service while also related to topical
news.

Instead, viraljacking seeks first to identify content that is viral on social

media, and then transform and adapt them to your own brand. You must join
existing viral conversations, and then create related and relevant content.
You can join a current conversation or even past formulas, that you know
work among your audience.

Source: Cyberclick

#10. Conversion Rate Optimization (CRO)

This inbound marketing trend is based on improving the ability to encourage

customers or leads to perform a specific action. The CRO is closely linked
to data-based marketing, as it uses the analysis of what is happening to
determine how to improve metrics.

The CRO helps identify and solve possible critical points and conversion
problems on a website. The objective is to improve the conversion rate by
introducing a series of simple changes in the key locations.

Source: Dragon Blogger

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SOCIAL MEDIA
Social networks are probably the most widely used platforms today by market-
ers and advertisers due to the ability to access such large communities and
potential audiences.

#11. Transparency of Data on Facebook

In an effort to resume their commitment to transparency about the storage and

sharing of user information, Facebook is expanding their “Why am I seeing this?”
feature.

Now, if a user clicks on this button now, they will see a variety of information:

• Why they are viewing a particular promoted post (for example, because it
comes from a group they joined)

• The information that has the greatest influence on the order of the posts

• Shortcuts to personalization settings, such as “View First” or “Unfollow”

By clicking on “Why am I seeing this?” in an ad, the user will be able to see infor-
mation about basic demographic details, interests, visits to websites, and data
such as when the advertiser uploaded the information or if the brand worked
with an agency. In this way, the network aspires to create more transparent
advertising.

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Additionally, Facebook has added several new tools focused on improving

transparency and the control of data:

• Ad Library, which allows users to see how much money political parties
and social organizations invest in advertising, as well as the active ads
of any brand or company.

• Page Transparency, a new section that can be viewed on all pages. It

shows the page’s creation date, the main countries in which it is man-
aged, the number of people who manage the page in each country, the
previous name changes of the page and all page mergers that have oc-
curred as of September 8, 2018.

Activity Outside of Facebook: Although this functionality already existed,

it received some important updates in late August 2019. In this section, you
can find third-party websites and apps that collect information via pixels . It
also now allows users to erase their history or not allow Facebook to use it
to personalize the advertising displayed by Facebook, Instagram and Mes-
senger.

Source: Cyberclick and Facebook

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#12. Messaging services for companies with

Messenger, WhatsApp, and Instagram

Facebook has focused on improving messaging services for companies

through its social networks Messenger, WhatsApp, and Instagram. The goal
is that brands can offer better communication and customer service through
these three applications, since it’s estimated that poor customer service is
responsible for losing $75 million a year.

We can already find examples of large companies using these messaging

platforms as their main communication system. For example, Vodafone
Germany already manages 62% of its customer service conversations through
WhatsApp.

Source: Cyberclick

#13. Transparency on Instagram

Following its parent company’s lead, Instagram is also focusing on increasing
transparency. Some of these actions include:

• The removal of the “followed” section, where users could view the activity
of the other users they followed.

• Conducting tests in which the number of likes a post received was hidden
from followers. Users could still see how many likes their own posts
received, the number was just no longer publicly displayed. These tests have
occurred in Australia, Brazil, Canada, Ireland, Italy, Japan, New Zealand, and
the United States.

• Removing basic functions (follow, like, comment) of detected fraudulent use.

Some actions that can be seen as fraudulent use include using automation
to buy followers, bots to follow/unfollow, excessive use of hashtags, and an
excessive number of comments.

Source: Cyberclick

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#14. Threads: The New Instagram App

Threads is an app from Instagram that allows users to communicate and
share images with your Close Friends lists. But it goes way beyond that.

As soon as you open the application, the camera is automatically turned

on so that users can instantly take a picture or video and share it. Users
can only share with their predetermined Close Friends list, a list they can
make on Instagram or on Threads. They will then receive the photo or video
as a private message on Instagram (even if they don’t have Threads). For
now, you can only send photos or videos taken in the moment, not from the
gallery.

There has been a bit of controversy around the app due to its “automatic
tracking” of users’ activities at every moment. User’s status updates will be
created based on their geographic location. Therefore you will know if the
person you are following is at work, the gym, home, etc.

The app is now available for free for IOS and Android. You must have an
Instagram account to use it.

Source: Cyberclick YouTube Channel

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#15. Branded Content on Facebook and Instagram

Branded content as we currently know it is going to change in 2020. With the
new branded content feature on Facebook and Instagram, any content posted
by an influencer will be labeled by a mark, allowing users to clearly understand
the relationship between the influencer and the brand.

Branded content can also be promoted, but since there is now an established
relationship, the brand can carry out the promotion even if the content was
published on the influencer’s networks.

Another advance that we know is coming for next year is the ability to directly
shop and buy a brand’s product from an influencer’s post.

Source: Cyberclick

#16. Augmented Reality in Facebook Ads

This function is still in the testing phase, but we can anticipate to see the first
results in early 2020. An example of an AR ad could be “trying” out a product
using the camera feature. This form of advertising will open up a whole new
world of possibilities!

Source: Cyberclick

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#17. Purchasing of Advertising Spaces in Videos

on Facebook
At Facebook’s Agency Day in Madrid, it was clear that video is king. In 2019,
the display time of videos increased by 14x, prompting Facebook to invest a
large number of resources into this format.

In 2020 they will begin to carry out beta tests for the purchasing of video
advertising spaces, in the style of conventional media. You can buy a
single ad space or reservation buying. Advertisers will be able to buy space
in certain content (such as videos of a specific program) or by category
of content (for example, fashion videos.) For markers who advertise on
Facebook, this option allows an improvement in the relationship with their
audience, not only through segmentation but through the content itself.

Source: Cyberclick

#18. New locations for Facebook and Instagram

Ads
In 2020 advertisers will have more options for ad placement, since two new
ad spaces were added on Facebook and Instagram in 2019.

• On Facebook, ads can now show up in Facebook Search.

• On Instagram, ads can now show in the Explore tab, however, this is only
limited to organic content.

Currently, neither location can be used exclusively for ads. They must be
used with other Feed spaces. It will be interesting to see how this develops
in the coming months.

Source: Cyberclick

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#19. The Migration of Advertising Investment from

Facebook to Instagram
Instagram is becoming an increasingly interesting platform for advertisers, to
the point of becoming one of the trends to follow in 2020.

According to Socialbakers, in 2019 spending on Instagram advertising grew

while the investment in Facebook decreased. Instagram’s higher engagement
levels is a direct contributor to the shift.

During the last year, permanent Instagram posts reached more impressions
per post than Stories. Despite this, the number of brands that used Stories
quadrupled last year, with an increased investment of 213%.

Source: Mehzaad Mulam, LinkedIn

#20. Integration of Talent Insights on LinkedIn

LinkedIn has 645 million users in more than 200 countries. At their annual
conference LinkedIn Talent Connect, they introduced the integration of Talent
Insights. This information product will feature data on 20 million companies
and more than 20 million job postings, with a renewed experience in LinkedIn
Recruiter & Jobs.

Thus, when you click on the Talent Insights Report tab in Recruiter & Jobs, the
Talent Insights market data will appear. This became available in the late fall
of 2019.

Source: Muy Computer Pro

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#21. Recruiter: The New LinkedIn App

The new LinkedIn app, Recruiter, can send notifications in real-time when a
job seeker responds to a message you sent.

This new app also incorporates a revamped candidate search experience,

with new filters and keywords. Recruiters can now review candidate profiles
or add them to existing projects, all from their phones. They can also review
lists of recommended candidates made up of those they’ve decided to save,
hide, or contact.

Source: LinkedIn

#22. Talent Hub LinkedIn

Another new feature presented at their annual event is the Talent Hub. It
is a job applicant tracking solution that collects data from the Recruiter,
Employment, and the Apply with LinkedIn (Simple Application) functions.
Its objective is to solve the contracting problems that SMEs face. Talent
Hub will offer several tools, among which is a system of recording and
integrations with third-party screening services.

Source: Muy Computer Pro

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#23. Improved Engagement Features on LinkedIn

1. Tag other users in uploaded photos: Since mid-2019, LinkedIn users have
had the ability to tag their contacts, or even other users whom they are not
directly connected with, in uploaded photos. This helps to increase the
scope of the post. There is a limit of 30 tags per photo.

2. React in various ways to posts: Clearly inspired by Facebook, LinkedIn now

allows users to react with 5 different emojis: like, celebrate, love, insightful,
or curious. This is great news for companies that do content marketing on
LinkedIn, as it will allow them to more accurately measure the impact of
their posts on users.

3. Send videos through private message: According to LinkedIn, videos

generate 20 times more interest and shares than any other type of post.
In addition to already being able to post public videos, users can now send
videos privately through private messages.

4. Improve the usability of the app: LinkedIn has developed a more usable
mobile application, making it easier for users to post from the app. To
expedite this process, a banner has been incorporated into the bottom of
the screen with a “+” icon in the center position, a design clearly inspired by
Instagram.

5. Improve visibility on group and hashtag posts: Another improvement

in LinkedIn’s usability has been the increased visibility of posts from
groups and hashtags that a user follows. Previously they used to be in the
background, but now they are more accessible with just one click. In this
way, users can access information of interest easier, which in theory should
contribute to increasing the time they spend on the platform.

6. Share professional documents: Since LinkedIn’s inception, users have

been asking for ways to share presentations and professional documents.
The time has finally come! Users can now share documents, PowerPoint
presentations, or PDFs, both on their page and in their groups.

Source: Cyberclick

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24# LinkedIn Elevate

Improve your influence by sharing smart content. Now, with LinkedIn

Elevate, it is very easy to discover and share content selected by experts
from your company.

This new platform starts with the premise that people rely much more on
corporate information that is shared by the employees of an organization
than by the CEO (although this is a generalization, not a rule). Often times,
other employees perceive their counterpart’s information as more authentic
than their leadership’s information.

Based on this knowledge, LinkedIn introduced this new tool that will make
it easier for companies to share business information on social networks
such as LinkedIn and Twitter. Additionally, they will be able to measure the
impact of these posts.

Source: Cinco Dias - El País

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25# LinkedIn Live

After the success of Live Video on Facebook and Instagram, LinkedIn has also
developed real-time video functionality. According to Pete Davis, the director
of product management at LinkedIn, it was the most requested and anticipated
feature of the platform.

It was launched in early 2019 in the United States and is still in the testing
phase. We estimate that by 2020 it will be available for all pages and accounts.

Source: Techcrunch

#26. Increased Segmentation Tools for LinkedIn

Ads

LinkedIn is the perfect platform for B2B advertisers, as it allows them to reach
users within a professional environment. Today, it has exclusive segmentation
tools, related to their users’ experience and professional interests.

As seen in the October 2019 update, they added advanced segmentation tools
that allow Boolean logic to create more accurate and relevant audiences.
Additionally, they are investing time and resources in making this tool more
powerful, and we expect to see it frequently in 2020.

Source: LinkedIn

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#27. Advertising on Tik Tok

Tik Tok is the talk of the town in terms of social media marketing. The
network has managed to reach no less than 500 million users in a short
amount of time… and if you’re not in the right age bracket you may have
never even heard of it!

In October 2019 Tik Tok managed to outperform Facebook, Instagram,

YouTube, and Snapchat in the number of monthly downloads.

It has recently begun to incorporate advertising options, making this

platform one of the best options for reaching the Gen Z target. If you want
to learn more about Tik Tok and how to use it for your brand, check out our
recent blog post.

Source: Cyberclick

#28. Advertising on Pinterest

In March 2019 we saw one of the biggest news in social media advertising of
recent times: Pinterest Ads arrived in Spain! Such ads have been available
for years in the United States, and since last year in France.

Because of the particularities of the social network, advertising on Pinterest

has more in common with SEM than with traditional social ads. And as
always, when a new platform appears, it’s up to marketers to investigate how
it works and how we can apply it to our brands.

Source: Cyberclick

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VIDEO MARKETING
Video has revolutionized the way we consume content. It illustrates information
in a much more interactive, visual, and entertaining way, making information
much more digestible and engaging for the user. Additionally, videos are a
natural storytelling format, and they are more effective for persuasion and
advertising.

Video is clearly millennials’ favorite form of content. According to a Hubspot

study, 96% of consumers aged between 18-34 watch videos several times
throughout the week, and 75% of millennials watch at least one daily video.

The same Hubspot study also found that videos are helping with brand
engagement and sales. Videos are influencing consumer buying decisions. In
fact, 64% of consumers claim that marketing videos have had weight in their
purchasing decisions.

Some interesting facts about videos:

• More than 8 billion videos are viewed on Facebook every day.

• The videos ads on Instagram Stories can increase the impact of ads, purchase
intent, message association, and CTR.

• Sponsored videos on Instagram generate 3x more comments than sponsored

photos.

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#29. Live streaming

Live videos allow users to feel like they are directly interacting with the
person or brand hosting the video. This feeling of closeness encourages
engagement as they expect their questions or comments to be answered in
real time.

Companies can use live videos to publicize:

• New products

• Demonstrate products

• Webinars

• Q&A Sessions

• Interviews

• Live Visits

Additionally, it is a simple and free format that does not require editing or
post-production work.

More social platforms and networks now support live video streaming, like
Instagram Live, Facebook Live, YouTube Live, and most recently, LinkedIn.

Source: Cyberclick

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#30. Video Podcast

A video podcast, or video cast, is simply a podcast that is also recorded on

video. Video podcasts allow listeners to see what happens during the recording
of the show and give a face to the voices they hear. This format creates a new
level of closeness to the brand, and it allows your audience to better connect
with the hosts.

In addition, it is a way to spread out content. For example, in addition to the

podcast being hosted as normal, you can also post the transcription on your
blog, the video on your YouTube account, and short video clips on your social
media. Video podcasts allow the medium to exist in more than just one field.

Source: Cyberclick

Example Video Podcast with our Spanish Podcast, Lunes Inspiradores

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#31. Video E-Learning

It can be argued that video tutorials and DIY videos are the origin of the video
boom we’re in now. Tutorials and explanatory videos are highly sought after
content, which can position your brand as an expert, while giving value to
your users. They can take several forms, from user generated content posted
to YouTube, or professional eLearning videos posted by your company to
sites like Skillshare or Udemy.

Source: Cyberclick

#32. Video Vlogging for Companies

Vlogging is a popular video trend we see today, especially on YouTube.
Companies can use vlogging to bring viewers closer to their brand, and
show their company in a more human way that viewers can connect with.

Vlogging is the best way to humanize your brand because you’re letting the
user take a behind the scenes look at your team, routines, and values. You
can show them a new product launch, how you prepare for an event, or even
what a typical day in the office looks like. This is also a great value for your
company’s HR team.

Source: Cyberclick

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#33. Shoppable Video

With the success of using shoppable photos, the next logical progression is now
shoppable videos. Consumers will start using videos as a direct way to make
purchases and be redirected to product pages. On shoppable videos, users will
be able to click on a hyperlink and go directly to the online shopping process.

Source: Cyberclick

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#34. 360º Virtual Reality

360 degree videos are videos like no other. They let users consume content
in an immersive, interactive, and real way. It is increasingly being used in
innovative video marketing strategies and we suspect it will only continue
to grow.

These types of videos are especially interesting for travel and event brands.
National Geographic is an example of a brand who is successfully using this
video format.

Source: Cyberclick

#35. Growth of Augmented Reality Campaigns

Augmented reality has been around for a few years now, making it more
accessible for marketers to use in their social media video campaigns.
Campaigns using augmented reality are immersive and interactive, leading
to an improved user experience and a higher CTR.

Additionally, augmented reality videos can be especially useful for

companies in the retail space, because customers can virtually “try” products.
For example, using augmented reality a customer can see how a new pair
of glasses would fit their face, or how a new sofa would look in their living
room.

Source: Cyberclick

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#36. Video Advertising Continues to Grow

(Video Ads)

Video ads are a win-win, since not only are they cheap to make but they also
generate more engagement than photos alone. This means we can expect to
see more companies incorporate video ads into their marketing plans, as well
as post on more video-oriented platforms.

Particularly, Gen Z is a big fan of video advertisements. They represent almost

a third of the world’s population and consume 68 videos on average per day.

Digital video advertising has grown during 2019. In fact, advertisers are
expected to invest $20 billion in mobile video, an investment that has increased
considerably if we compare the figures with 2015, which were around $2 billion.

Source: Cyberclick

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#37. Greater Commitment to the UGC (User

Generated Content)
Users tend to rely more on the opinions of other users than on the brands
themselves. This means brands should encourage their fans and audiences
to produce content and generate engagement within the brand’s own
communities. UGC is beneficial because its trustworthy and does not
involve any type of investment. According to Adweek, 76% of users prefer to
rely more on content shared by other customers than brands.

Some UGC tips:

• When you find valuable content generated by users, share it on social

networks. This will increase your visibility and enhance engagement.

• “Unboxing” and “review” videos are some of the best videos for your
products, since they provide an objective and trustworthy evaluation to
potential customers who are likely considering buying your product.

A great example is Toyota, who increased consumer participation by 440%

with UGC.

Source: Cyberclick and Adweek

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#38. 3D Photo Advertising Applications

In 2019, Facebook introduced a feature that allows users to post 3D photos on

their feeds. This content is easy to create and very funny, providing a fun new
medium for advertisers.

Right now, 3D photos are a general trend. We expect that they will evolve into a
digital video advertising trend in 2020. In fact, many companies have already
started to try them.

These ads are not limited to Facebook. Using the same technology, marketing
specialists have developed a quick and easy way for advertisers to also recreate
the 3D photos.

Source: Pocket-Lint

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#39. Animated Videos

In 2019, Wyzowl’s Video Marketing Statistics reminded us just how much
potential video ads have:

• 94% of marketers claim that videos help consumers understand the

product or service of a brand

• 84% say they help increase web traffic

• 81% confirm that it helps lead generation

• 80% of marketing professionals believe that videos improve the time

users spend on a website

This potential isn’t just found in live-action videos. Animated videos are just
as powerful as live-action videos. According to Doxee, the three superpowers
of animated videos are:

• Storytelling: They allow us to transport ourselves to imaginary worlds

• Explanation: You can more clearly explain complex topics to consumers

• Personalization: Related to the real needs of the viewers

Source: Doxee and Wyzowl

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EMAIL MARKETING
Email marketing is one of the most traditional forms of marketing, but that
doesn’t mean it’s no longer an effective method.

In this section, we’ll analyze trends in email marketing, like subscription

experiences, inbox functionalities, deliverability, email design, code
possibilities, the panorama of technology providers and much more.

#40. Content Modules and Targeting Model

• Cross-Media Channel: The emergence of tools such as Facebook Custom

Audience or Google Customer Match (although it has limitations) allow us
to reach more consumers through different channels and develop a more
sophisticated view of our audiences. Twitter and LinkedIn also allow you to
create this type of audience. Thanks to the expansion of these new services,
incomplete customer profiles will gradually become something of the past.

• Machine Learning and Deliverability: In order to offer a one-to-one

experience, today’s algorithms can help us identify what content to offer
to each of our contacts and when. Now that we have more information
than ever, we can apply and optimize static models that incorporate cross-
information from different channels, both email and behavior on the
destination site. So we can deliver content that implies that we know the
expectations of the user, showing content and new products that you like.

• Visibility: Tools, such as Tableau, allow us to visualize information in new

ways. They take advantage of the emergence of intelligence platforms for
cloud-based companies and allow you to add data that comes from multiple
sources. So we can see which channels or media are impacting more on
the performance of a specific email and detect opportunities to optimize
the content and the medium. In addition, going one step further, we can
improve the sophistication of the tools at our disposal, with the challenge
of improving the approval processes of final creatives. Encouraging the
end customer to approve the content by modules, and not a complete
creativity, and focusing on new models of targeting, rather than audience
segmentation.

Source: David Tomás, CEO of Cyberclick and Morgan Stewart, CEO of Trendline
Interactive.

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#41. Context Will Shape the Subscriber’s Experience

Can you imagine having an inbox in your email that offers you what you need
at exactly the right time?

For example, imagine it is 1:45pm on a Sunday and your favorite team is

playing. At the top of your inbox, there is an email from ESPN with an overview
of the game and the latest results. Then, in the afternoon, around 5pm, you
leave home to go to your favorite supermarket chain. In your inbox, emails
with discounts for that store appears at the top of the page.

This is what would happen when email platforms or providers deliver based on
information related to user behavior, geolocation, and preferences. The email
reader uses contextual clues to offer the best emails at every moment of the
day. It is true that there is a creepy aspect to this, but users are generally willing
to voluntarily share data if they then receive an incredible customer service or
experience.

A reality like this is already beginning to blossom, with Gmail’s Priority Inbox,
Outlook’s Clutter feature, and Google Now, etc., but the technology behind these
email reading platforms need more improvement. Eventually, we’ll see emails
being delivered based on contextual factors and not just arbitrarily delivering
emails based on “the latest.”

Source: Daniel Burstein, director of the editorial content of MarketingSherpa.

Study “Email Marketing in 2020.”

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#42. Millennials and Big Data will Shape the

Future of Email
First, millennials and their real-time use of communications will greatly
influence the frequency of email, making them more functional in real-time.
This new generational audience will encourage reduced response times and
will consume messages faster in the form of content.

Second, the use of Big Data to create emails will be increasingly extended.
This is due to the influence of millennials, who are not as hesitant as
previous generations in allowing their private data be used to improve their
experience with brands. Communication expectations are more aligned
with the expectations of the digital experience.

Source: Ryan Phelan, Vice President of Marketing Insights Adestra

#43. The New Generation of Email Automation:

Focusing on Content

In the past, automation used to be very time focused. Email automation

should not only revolve around time, but also on the delivery of the correct
content.

In 2020, email automation will be focused on content. Emails should be

customized on a large scale using artificial intelligence to trigger emails. An
example includes highly personalized texts, such as using AI elements to
write the subject individually in each email of the campaign.

Source: Tim Watson, email marketing consultant at Zettasphere.

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#44. In-Email Purchases

Marketers specialized in email marketing believe it will be possible for
personalized shopping experiences to become a reality, based on the habits
and preferences of each subscriber in your database.

In fact, we think that the ability to make purchases directly from email is
closer to becoming a reality. The same way many social networks have
integrated shopping options within their platforms, email will soon be able to
host purchases without having to leave the format.

Source: Tom Klein, Vice President of Marketing at Mailchimp.

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#45. New Level of Opt-In: Permission to Track

Transparency and value will be a prerequisite for future emails.

Currently, marketers are able to track all the actions carried out by recipients
of the emails, allowing them to understand how consumers behave with
their brand. For example, we can know what content they like, if an issue
has worked out, what is the opening or click rate, etc. And many times the
consumer is not aware of the knowledge being gathered.

In order to send emails, marketers must get explicit consent. But, maybe in
the future we should also ask permission to be able to track their behavior
and save their behavioral data history, allowing further customization of
content.

Source: Andrew Bonar, founder of Deliverability Ltd. Study “Email Marketing

in 2020”
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#46. SVOC (single view of the customer) and IoT

Related Email Challenges
1. Emails will be used for warning messages and will be part of the Internet of
Things landscape. Think of emails that will alert you when someone starts up
your car or enters the house.

2. New metrics will emerge from this new IoT reality and will become important
in reports.

3. Less than 15% of emails are read on a computer. We must keep in mind that
notifications may be received on different types of devices: tablet, mobile,
among others.

4. Apart from creating a textual version of the warning email, we must create
“short messages” that adapt to devices that go beyond mobile phones, such as
wearables.

5. Consumer interactions that occur through an email, branded app, or the

device that generates the message (such as your fridge) can lead the user to a
website.

6. Creating an email message will be easier, using for example HTML code.

7. The HTML text and subject can have the ability to change, even after
sending the email.

8. Online purchases can be made directly from an email, using the fingerprint
readers on our devices.

9. Inboxes will rearrange promotional emails, depending on our interest,

making it easier to find a promotion to redeem in the store.

10. You can reply and read messages from your email using voice commands.

Source: Cara Olson, Director of Direct Marketing and eCRM at DEG. Study “Email
Marketing in 2020”

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#47. CTA and Subject: The Most Important Part

of the Email
Consumers are increasingly reading emails more and more from their
phones. These small screens have changed the way we read, and now
marketers must redesign the emails they send. In 2020 messages should be
short and feature a prominent call-to-action and engaging subject line.

Source: Dan Denney, Front-End Developer at Code School. Study “Email

Marketing in 2020”

48# Promotabs de Gmail

Google has traditionally divided its Gmail inbox into 5 tabs:

• Main

• Social

• Promotions

• Notifications

• Forums

Why?

If we look at figures from different sources, we can see that marketers

currently have a lot of competition in the world of emailing:

• According to Statista, 2.9 billion people use email in 2019. And

according to the same study, 320 billion emails will be sent a day in
2021 (Currently, the rate is 293 billion)

• Additionally, the company Radicali has figured that the users send
and receive an average of 122 business emails a day.

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Google’s idea to solve this problem may turn out to be brilliant; Marketers will
be able to send their emails directly to the “Promotions” tab in Gmail.

In addition, there is the option of “Emails annotation.” This annotation will allow
you to highlight promotional emails within the corresponding tab. Embedding
a rich code in the mail will allow you to highlight images, logos, promotional
codes, expiration dates, offers, and much more in the preview.

Source: Google and TapMail

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PROGRAMMATIC ADVERTISING

#49. Investment Growth for 2020 and 2021

According to research conducted by eMarkters, more than 86.3% of the
advertising investment in the United States will be purchased using
programmatic technologies by 2020, which will cost $70 billion. By 2021, it will
represent 87.5% and come with an investment of $81 billion.

Source: eMarketer

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#50. Customized Programmatic Advertising

Programmatic customization is booming, allowing advertisers to improve

performance and make ads more relevant with personalized messages.
With the help of Big Data, personalized programmatic advertising allows
advertising creatives to dynamically change to be more relevant to users
(with ad adaptation factors that include location, device type, demographics
and time.) The main benefit of this technology is that it can generate
feedback quickly, allowing marketing professionals to optimize in real time.

Source: Centro.net

#51. The introduction of 5G

This technology recently underwent its first phase of commercial

deployment. This means that devices prepared for 5G can benefit from
speeds of 1000Mpbs, 10 times more than 4G. This high bandwidth allows
advertising technology ecosystems to load ads faster, which avoids
millisecond delays that generally cause users to leave a website. Therefore,
the rise of video provides the opportunity for the world of programmatic
advertising to deliver higher resolution ads to its target audience.

This a great opportunity for the future of programmatic buying. It is

estimated that in 2025 there will be approximately 1.1 billion 5G connections.
With faster transactions, this expedites the way in which ads are presented
to consumers.

Source: ExChange Wire and Forbes

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#52. New Metrics for Programmatic Video

Advertising
Brands can measure the performance of their programmatic television
campaigns using traditional metrics. But brands with a vision of the future
should complement their reports with more modern metrics, such as cost per
view, to attribute the increase in brand and performance to OTT (over-the-top)
advertising and connected television (Connected TV or CTV).

The traditional way of measuring performance is with audimeters, a device

that offers figures on the programs being watched in each house and which
programs do or don’t continue on the grid.

This system has always caused controversy, because it’s not very accurate.
There are very few audimeters in all of Spain (4,755 in total) and the panelists
(their owners) are obliged to keep it secret so that a manager of a chain or a
program cannot “buy them”. The system’s reliability can be questioned due to
several questions; Who chooses the panelists? Where do they go? How do they
report their presence on the other side of the screen?

Hence, the new metrics offered by the digital environment help us to clarify
results and their impact.

Source: Cyberclick, Puro Marketing and Huffington Post

#53. The Facebook and Google duopoly will

continue to dominate the programmatic landscape
Combined programmatic advertising revenue from Facebook and Google in the
U.S. will be slightly above half the budget allocated to programmatic advertising
by advertisers, and that portion will increase slightly until 2021. It’s true that
Amazon has been following closely behind with its advertising practices, as
well as the repertoire of mobile ads, over-the-top (OTT) and Connected TV,
but still, in the next 24 months the duopoly will continue to dominate the
programmatic landscape with an investment level of 59.3%, although if you add
Amazon to the mix they collectively reach 68.1% of the investment.

Source: eMarketer

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#54. Connected TV
Connected TV is an opportunity to develop new business models that break
the glass ceiling of advertising investment revenue stake in the traditional
television systems. The growing use of automation and big data allows
connected TV to deliver advertising that is increasingly tailored to the
viewer’s interests.

Investment in TV programmatics will reach $4.73 billion in the United States

by 2020. It is estimated that by the end of 2019 there will be nearly 196 million
users with connected television and above 200 million in 2021, according to
data from eMarketer.

Attitudinal and behavioral insights, combined with predictive models,

will make programmatic purchasing more agile and successful. In Spain,
investment in connected TV (generally) reached 2.8 million euros, according
to IAB Spain in 2018. Programmatic video buying accounts for 27.6%.

In Spain, connected television is growing rapidly, with 57% of users with

smart TVs, according to The Cocktail Analysis. 62% have some subscription
to streaming platforms like Netflix or HBO. In addition, there are almost 7
million pay-TV subscribers, according to the CNMC from 2018 data. By 2020,
the distribution of connected TV is expected to double to 50 percent.

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Source: El Publicista, eMarketer, IAB Spain, CNMC, and The Cocktail Analysis

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NATIVE ADVERTISING &

BRANDED CONTENT
At the gates of 2020, native advertising and branded content have become a
valuable and effective advertising strategy. According to IAB Spain’s Study
of Content & Native Advertising 2019, 6 out of 10 professionals declare that
branded content and native advertising improve results and are an interesting
alternative to market saturation.

#55. Native Advertising Metrics

Where previously the same metrics from display advertising or email marketing
were applied, more and more specific measurements for native advertising are
being developed.

It’s also understood now that isolated metrics do not bring much value, but
should always be taken into account in the context of the overall goals of the
brand.

In the native advertising and branded content environment, it makes sense

to focus on KPIs that are related to engagement, aka, the user’s response to
content. Depending on the media used, we can distinguish between two major
types of engagement: social engagement and web engagement.

• Social Engagement: Getting the public hooked on your social media

community is a very valuable asset to a brand. It includes optimizing and
increasing interactions, strengthening the brand-follower relationship,
increasing brand visibility, and strengthening trust. Interactions can be
likes, comments, retweets, etc.

• Web Engagement: These are the interactions around your brand,

but on your website. It may be a little more difficult to measure web
engagement, but Grdar proposes to differentiate between micro-
interactions (downloadable PDFs interactions, newsletter subscription,
filling out a form, blog comments, etc.) and macro interactions
(transactions) and then average from the users habits.

Source: IAB Spain

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#56. Native Advertising Formats

Native advertising and branded content support a wide variety of formats

and locations, but until now it was difficult to establish rigid ratings. IAB USA
has tried to classify the most classic and the newest formats into 6 types of
ad units, which are as follows:

1. In-Feed ads: Facebook, Forbes, Twitter, etc.

2. Paid Search Ads: Google, Yahoo, Bing, etc.

3. Recommendation Widgets: Disqus, Gravity, Outbrain, etc.

4. Promotional Lists: Amazon, Etsy, Foursquare, Google, etc.

5. Ads with native elements, served by their own means through their
CMS or thier advertising server.

6. Custom Formats, which cannot be framed in the 5 previous

categories.

We’re excited to see how these concepts will extend throughout 2020.

Source: IAB Spain

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#57. The Growing Use and Knowledge of Native

Advertising
Native advertising is more effective than traditional ads, with a 9% increase
in brand affinity and an 18% increase in purchase intent. It also enhances the
brand’s reputation. 71% of a product’s buyers feel closer with the brand after
seeing native advertising. This percentage is only 50% for traditional banners.

Source: IAB Spain

#58. Increased Investment in Native Advertising

and Branded Content
In Europe its estimated that the revenue for native advertising will grow 35%,
from 9.8€ billion in 2018 to 13.2€ billion in 2020, representing 52% of the display
revenue. By comparison, branded content should grow from €1.5 billion to €2.1
billion during this period, considering only the average paid portion. As for
all owned average - which tends to account for most of the investments in
Branded Content so far - similar growth is expected.

The latest estimates of Native Advertising growth in the US forecasts a revenue

of nearly 32€ billion in 2021. Native Advertising will reach 74% of total display
billing. Although The European figures represent less than half of the US
market, growth factors in both regions are very similar.

Source: IAB Spain, Business Insider, and Ender Analysis

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#59. Increased Native Technology Suppliers

There has been a significant increase in supply in native technology. The
number of providers in the native environment has doubled between 2017
and 2018, reaching about 402 companies, many of them with a global reach.
This increase is accompanied by a strong fragmentation of the offers and
services to which new categories were added such as video only, in-game,
attribution and analytics, etc.

Source: IAB Spain and Native Advertising Institute

#60. Branded Content with Influencers

Branded content with influencers has a new twist and will once again be
one of the most outstanding trends of 2020. Why? Influencers will now be
the direct creators of the brand’s content, rather than just one more means of
launching their advertising messages. For example, Instagram now allows
influencers the option to transform their account into a “Creators” account,
and which can give permissions to brands so that the brand can promote the
influencer’s content, although the influencer still owns the post.

Segmentation is important when choosing an influencer as they cannot

only work with very broad categories, such as lifestyle.

Collaborations must be organic. In this sense, the content must be adapted

according to the product, target, characteristics, as well as giving some
creative freedom to the influencers, so that they themselves offer credible
content. You need to listen to them, as they know their audience very well
and the content they like.

The branded content that comes from the influencer’s channel must be
differentiated from the branded content where an influencer appears on the
brand’s own channels.

Source: IAB Spain and Cyberclick

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CONTENT MARKETING
We’re looking forward to discovering what will happen in the near future with
content marketing. It’s important to have a base knowledge of of this method
brings value currently, and use that awareness to evolve this technique.

#61. Webinars Remain a Trend

Some have a very old-school view on webinar and believe that they are just a
one-hour course in which someone gives a masterclass on a topic. But, we can
go much further and find wonderful ideas to turn that idea of webinars around.

DemandGen has found that 66% of users say they prefer webinars to another
content format, as long as they are not always using the same tools in the same
way.

In order to make webinars more fresh, we have proposed some trends that we
expect to see in 2020:

• Serializing webinars as if it were a series program

• Infusing your brand into the experience

• Being more interactive

• Offer content that makes it possible to contact your audience

Examples of brands that have been able to find an innovative format with their
webinars include:

• LinkedIn: Live with Marketers: They’re not presentations, but talks and
interviews with marketing professionals.

• Charles Schwab: Coffee Talks: Unconventional format of two people having a

coffee and talking about financial issues.

• Autotrader: It is a series of webinars with social media integration, and a part

of it is dedicated to answering live questions.

• Cyberclick: A webinar series, with 11 episodes a year. In Spanish we in depthly

discuss topical subjects that interest digital marketing professionals.

Source: Content Marketing World 2019

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#62. A Result from the Same Website by Search

With Google’s last big update in June 2019, users won’t be able to see more
than two results from the same site in the top results in a single search. If
more than two are displayed, it’s because Google’s system has determined
that for that specific search it was interesting to show more options.

Source: Ezoic.com
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#63. Visual Storytelling

Visual storytelling has grown in popularity over the past few years. This means
using tools such as graphics, images, infographics, gifs or videos. The purpose
is to generate more engagement with the viewers, with the aim of making them
feel certain emotions, promoting interaction and motivating the audience
towards the realization of an action.

A person’s average attention span for ads is 8 seconds. When you use visual
storytelling you should keep in mind that everything starts and ends with the
idea of living an experience.

So ask yourself what do you want your audience to do:

• Read something?

• Download something?

• Buy a product?

• Sign up for your newsletter?

• Etc

Source: Content Marketing World 2019 and Ezoic.com

#64. Educating the Consumer

Today, users do not buy products, but solutions to their problems.

In 2020 advertisers will stop promoting ads for impressions, but instead provide
consumers with something useful and practical. This is the main objective of
content marketing.

Source: Merehead

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#65. Using Technology to Explore Interests

Marketers do not produce content for the love of art. Instead, they create
effective, high-quality advertising that is useful to the consumer. That’s why
marketers need to generate, analyze, and use only high-value information
that gives insight into the interests and needs of the audience. To do this in
2020, you will need to use the technology that can...

• Discover the capabilities of each technology (AI, neural connections,

voice search, analysis of consumer feelings, etc.)

• Figure out what you need at the technological level to create

content (quick video generation, add 3D effects, augmented reality
implementation in your ads, etc.)

• Analyze consumer reactions, because without that you won’t know

how technology is helping you.

Source: Merehead
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#66. Trend in Content Distribution: Social Media

Wins by Far
Knowing the trends in content distribution and which technologies are being
used is very important in B2C marketing, but also in B2B.

Social media offers a lot of important information for understanding audiences,

so it should come as no surprise that 85% of marketers are using a wide variety
of tools and technologies that help us process all this information. Identifying
and prioritizing KPIs is the first step, but the right tools are needed to analyze
information, optimize content, and extract future improvements or trends.

Email remains as one of the most used channels, with 75% of professionals in
the sector having it as a tool and usual software. Email automation is essential
for personalization, segmentation and at the same time the success of this
channel. For example, 75% of consumers prefer to open emails from well-
targeted campaigns than to those that don’t.

The most popular tools are as followed:

• Analysis Tools (71%)

• Creation And Content Optimization Tools (55%)

• Cms or Content Management Systems (52%)

• Workflows or Editorial Calendars (45%)

• Marketing Automation Systems (29%)

• Tools to Promote Content (27%)

• Chatbots (12%)

• Cmp or Integrated Content Marketing Platform (12%)

• Artificial Intelligence (4%)

Source: Content Marketing Institute Report 2019 and Thekeenfolks.com

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#67. Growth in Content Marketing Investment

57% of marketers who specialize in content creation say they have seen
their brand budget increase for this type of format.

29% of brands have increased their investment from 1%-9% to 9%-28%.

29% say they have stayed the same. The truth is that this data is very positive
and confirms the good health of a strong content marketing strategy.

Source: Content Marketing Institute Report 2019 and Thekeenfolks.com

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#68. Google Will Stop Indexing Flash

For the nostalgic, in 2020 it will be time to say goodbye to pages made with
Flash. Google will stop indexing them for good.

It has been two years since several Internet companies, including Adobe it-
self, decided to kill Flash. Its zero compatibility with the mobile world, and
the security issues they include, are two decisive reasons for this action. In
fact these reasons are why Steve Jobs declared himself an enemy of the
format in 2010.

In recent years we’ve seen flash support diminish, while support for HTML5
increases. Major browsers, such as Chrome, now block all Flash content by
default, which has meant a hard hit for fans of this technology.

In this case, the trend is that we will have to stop using any Flash plug-ins
and migrate to more friendly media with search engines. Especially if you
want to continue to position your contents correctly.

Source: Google Blog

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INBOUND MARKETING
When the term “inbound marketing” first emerged in 2005, the way we used the
internet was very different. It is logical, therefore, that this methodology has
evolved and continues to grow.

On the surface, 2020 inbound marketing may look little like 2005, but both share
the same spirit: attracting users to our brand organically and accompanying
them on the road to becoming loyal customers. Let’s take a look at the latest
inbound trends so that you continue to succeed with this methodology for
years to come.

#69. Chats and Messages

Direct messaging apps such as WhatsApp or Facebook Messenger have

changed the way we communicate in recent years. And now, this revolution is
coming to inbound marketing.

According to Hubspot data, the willingness of users to be contacted by such

applications varies greatly by region. Globally, 49% of users would agree to
communicate with brands through Facebook Messenger, but this percentage
drops to 26% in Germany and rises to 73% in Latin America. On the other hand,
WhatsApp enjoys 46% acceptance globally, but this figure is only 11% among
Americans and no less than 83% among Latin Americans.

In a step towards this trend, Hubspot now allows you to manage the Facebook
Messenger bot from their platform. For marketers, these applications offer
very interesting possibilities in the field of customer service and marketing
automation. It’s time to experiment!

Source: Hubspot

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#70. Video Marketing

Yes, video is still trending in inbound marketing in 2020. Although this
format is nothing new, the figures show that its popularity continues:

• 85% of all internet users in the United States watched at least one
video content a month through one of their mobile devices. (Statista,
2018)

• 54% of consumers want to watch more video content related to the

brands or companies that they follow. (Hubspot, 2018)

• 87% of marketing professionals use video as a tool in their strategy.

(Wyzowl, 2019)

• Videos are what users want to see on brand’s social media the most.
(Animoto, 2018)

• 8% of marketing professionals are happy with the ROI of their videos

on social networks. (Animoto, 2018)

• Video marketers get 66% more qualified leads per year. That means
that video marketing is a high-interest lead generation channel.
(Optionmonster, 2019)

• Users spend 88% more time on a website if they have embedded

video content than one that doesn’t. (Forbes, 2018)

• If on the same page, consumers have video and text to learn more
about a product or service, 72% prefer the audiovisual option. (Wyzowl,
2018)

• Video captivates more than text. 95% of the audience is more

receptive to remembering a call-to-action if they saw it on video,
compared to 10% by reading it. (Forbes, 2017)

With improved smartphone cameras and increasingly popular formats such

as live video, which requires no editing, this format is more accessible than
ever for brands of all sizes.

Source: Cyberclick and Mehzaad Mulam, LinkedIn

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#71. YouTube Cards for Lead Acquisition

YouTube’s “i” button allows you to capture leads in a very simple way. This icon
appears at the top right of the videos.

You can use this tool to add text as well as a menu with visual or graphic links
(known as YouTube Cards) that will be accessed by those users who click.

To generate desired leads you can make your Card point to your downloadable
content section (courses, ebooks, packs of “do it yourself”, etc.)

You can also use other strategic points on your YouTube channel to attract and
convert, like the final screen of the video, the description (where you can put
links) or the video itself. Have the person in the video encourage viewers with
a CTA.

Source: Cyberclick
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#72. Progressive Forms

Forms are necessary to qualify contacts and assess whether they are
a potential customer or not. But, at the same time, asking for too much
information can cause the visitor to get creeped and leave before completing
the form.

Progressive forms intelligently resolve this dilemma by “remembering” the

user and showing them only the fields that they have not yet completed on a
previous visit. With this method, over several downloads, you can complete
the data you have about a lead and see if they are qualified for marketing or
sales. However, you must ask the name and the email of the user every time,
since this is how the software identifies and recognizes the user.

Source: Hubspot and Cyberclick

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#73. From Conversion Funnel to Conversion Cycle

The diagram of the conversion funnel has accompanied marketers for many
years, and has guided many of their strategies, but we think it’s time for a
change. In 2018, Hubspot surprised the inbound marketing community when
they proposed changing the conversion funnel into the conversion flywheel, a
moving cycle that covers the following phases:

• Attract: Create content and conversations that generate a relationship

with your audience.

• Convert: Build lasting relationships with customers by providing

valuable information and solutions aligned with their obstacles and
goals.

• Delight: Provide an extraordinary experience that adds real value and

encourages clients to become ambassadors for your brand

While a funnel loses energy as it progresses, the energy on a flywheel is

efficiently recycled. Thus, the customers you have already gained indirectly
help you generate new sales and the process starts again.

The conversion cycle isn’t a new concept. It was invented in 1993 by Don
Peppers and Martha Rogers, the creators of 1-to-1 marketing. But this old school
method has a new life in 2020: we expect to see more companies using this
method to incorporate all areas of marketing, sales, and services as a whole.

Source: Hubspot
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#74. Public Relations in Inbound Marketing

Public relations can sometimes get a wrap for being old fashioned, but it is
actually one of our top trends for 2020. This tactic is based on cultivating the
brand’s relationship with the media and getting them to talk about the brand
organically, without having to pay for sponsored content. A modern public
relations strategy can have many advantages for a brand: more visibility
and engagement, positioning the brand as an expert in their sector, and
increasing leads.

Source: Cyberclick

#75. Predictive Sales Rating

As inbound marketing experts know, getting leads is only the beginning. The
next step is to perform a rating strategy that allows us to discern whether
the lead is ready to be passed to the sales team, if they need more marketing
communications, or if they should be discarded.

Traditionally, lead rating has been done through lead scoring, which includes
assigning a series of points to the lead based on different variables. Instead,
predictive sales rating automates the process by using an algorithm that
analyzes what the lead has in common with clients who have converted in
the past, and then gives it a score based on their conversion possibility.

Source: Hubspot

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#76. Natural Language Processing

Natural language processing is an area of artificial intelligence that keeps

moving forward and has multiple applications for marketers, so it’s not
surprising that its among one of 2020’s top trends.

Next-generation language processing systems can distinguish between

passing mentions of a brand and those that have an actual purchase intent,
and offer the brand a list of potentially interested customers.

Another high-potential application of natural language processing is creating

content for inbound marketing. Although computers are not ready to replace a
human editor at the moment, in the coming years we expect to see interesting
developments in this area. However, there are companies that are starting
to dabble in artificial intelligence and using data to create new content from
previously published content. The idea is that, through the platform, you can
include several links from different sources that you want to use, and then the
platform makes new written, visual or video content.

Source: Frase.io
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#77. A/B Testing in SEO

One of the keys to success in digital marketing is testing different ways to do

things, and SEO is not an exception.

SEO A/B testing allows you to isolate variables that actually work when
it comes to attracting traffic. With this information, it is possible to make
structured changes to existing content to improve the positioning of
a page with relatively little effort. To detect areas of improvement, our
recommendation is that you start by looking at the pages on your website
that attract a lot of impressions but a low click-through rate.

You can try launching a page with two different titles and meta descriptions
and see which one works best when it comes to attracting users in SERPs.

Source: Mehzaad Mulam, LinkedIn

#78. The Rise of Podcasting Content

Podcasts are a booming trend for 2020. According to data from Statista and
Business Insider, Spain, the United States, and the United Kingdom have
some of the highest podcast listeners (at 40%, 33%, and 18% respectively).
Even more revealing, 65% of listeners surveyed in Encuesta Pod 2019 listen
to traditional live or on-demand radio today. Another highlight is that the
average podcast user prefers a duration between 30 minutes to an hour.

Additionally, podcast listeners are very loyal. 79% of Encuesta Pod 2019
respondents said they listen to 90% of the episodes of the shows that they’re
subscribed to.

The most interesting information for marketers is that 40% of listeners

claim they are willing to listen to ads while listening to an episode. In short,
podcasts are a great opportunity to inject brands into the day-to-day lives
of their target audience, offer interesting content, and generate community
and loyalty.

Source: Cyberclick

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#79. Artificial Intelligence and Machine Learning

Artificial intelligence has the potential to alter virtually every aspect of

inbound marketing by 2020 and beyond, from intelligent content curation to
segmentation and analytics.

If correctly implemented, artificial intelligence can help optimize creativity,

distribution, and analytics and fine-tune marketing initiatives to help create
faster, better, and highly segmented marketing strategies.

But despite its potential benefits, artificial intelligence still faces challenges
such as consumer suspicion. In general, users want to receive familiar,
personalized treatment, and if they feel like they’re “talking to a machine” they
can feel rejection and resentment. That’s why marketers should start with a
strategy to change customer’s perceptions of AI before including it in their
marketing plans.

Source: Dragon Blogger

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#80. Automation and Email Marketing

According to a recent Forbes article, “email is not dead, it is evolving.” This
statement perfectly sums up the current state of email marketing.

A Hubspot study revealed that consumers don’t mind receiving emails

frequently, as long as they’re relevant to their needs. But, sending
personalized and relevant communications can be a challenge when
managing a large database. The solution? Marketing automation.

With a well-configured marketing automation platform, it is possible to

activate email flows in response to specific events, thus increasing the
emails’ relevance to users. It’s not about putting all campaigns on autopilot,
but about using technology intelligently to suit users’ needs at all times.

Source: Dragon Blogger and Cyberclick

#81. Big Data

We’ve been talking about big data for years, and as time goes on this technol-
ogy has become more accessible and relevant. We are increasingly in need
of better capabilities to both analyze available data and put use it for inbound
marketing campaigns.

According to Nick Worth, Chief Storyteller at Selligent, big data reveals pat-
terns, trends, and associations around user interactions. Simply put, it allows
marketers to better understand what consumers are looking for and how
they behave. Then they can use this knowledge to give consumers what
they truly need in order to improve their experience and increase loyalty to
the brand.

Big Data, within an inbound strategy, can help ensure personalized and us-
er-specific experiences throughout the buyer journey, so potential custom-
ers will become more involved with the brand. These types of technologies
are already integrated into CRMs like Hubspot, where you can segment your
contact base and use content features through smart tags.

Source: Marketing Land and Digital Media Stream

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#82. Inbound Sales: Improved Sales Thanks to

Collaborative Language
This trend may sound strange, but according to Zety’s latest data, it’s true. The
most successful sales managers are those who use a collaborative vocabulary.
This means phrases like “we”, “us”, “together” “the whole company”, “how can
we help you” rather than focusing on “I”. Collaborative language implies that
there is a whole team of people willing to help you to solve the needs of the
potential client. Will you then start using more collaborative words in your
sales processes during 2020?

Source: Hubspot and Zety

#83 Social Selling: Progressive Increase in the Use

of Social Media to Start and Close Sales Processes

65% of sales managers who use social media to contact potential customers
manage to fill their pipeline, compared to 47% who do without using them.

Social selling is the latest sales trend. According to Hubspot, half of the current
revenue of companies is influenced by social networks, especially in sectors
such as software, health, and marketing and advertising. 28% of companies are
already prioritizing social selling.

Source: Hubspot

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SEO
SEO is constantly changing due to adjustments in search engine algorithms.

Google has had a dizzying evolution in recent years, and its changes now occur
at such a rate that marketers have to constantly be on guard. Updates and
improvements in search results have grown exponentially, causing positions
to increase and decrease, thanks to the continued volatility of SERPs.

So take note on what’s to come in the world of SEO.

#84. RankBrain
Google’s algorithmic capacity has multiplied thanks to the interpretation of
more than 30% of searches through “neural matching”, a method based on
artificial intelligence. Google can now recognize the “human” concepts behind
keywords thanks to RankBrain, and we have to take this development seriously
when it comes to assessing what SEO trends will look like in 2020.

So, what exactly is RankBrain? It refers to the name Google gives to the machine
learning and artificial intelligence system it uses to help process its search
results. Essentially is a machine that teaches itself how to do something.

Source: SemRush
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#85. Chatbots in SEO

Chatbots solve doubts and provide information much more effectively and
economically than people.

But there’s more: the effective use of chatbots allows companies to collect
feedback and information about frequently asked questions and behavior
patterns, which we can then use to create relevant content that is of real
interest to a potential target.

At Smartketing 2019, Pau Alpuente, CEO of Elabs Consulting, highlighted how

chatbots are increasing the time spent on a page, directly and substantially
improving positioning. It’s safe to say that inserting a chatbot in your website
will increase one of the decisive metrics that Google analyzes, increasing
your chance of having a good ranking.

Source: Cyberclick
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#86. Strengthen your E-A-T on Google

In August 2019, Google explained why they are constantly updating the search
algorithms and their overall goals. It was in an article titled “What webmasters
should know about Google’s core updates”.

Essentially, it focuses on something that all content creators should do: Read
and understand the “Search Quality Rater Guidelines” and the E-A-T concept
(Expertise, Authoritativeness, Trustworthiness).

Google EAT appeared on the scene in August 2018. With this new algorithm,
Google explained the requirements and recommendations that they use to
evaluate social relevance and rank content in its results. Google analyzes your
website and decides “We see that your site is of quality and that you are an
expert in your field, you have digital authority to prove it, and you offer sufficient
confidence to the user”.

So, going back to the starting point, as Google specifically pointed out to us
in that blog post, E-A-T is a great tool to use when evaluating your content
strategy and SEO.

And how can you improve your E-A-T in 2020?

• By earning links or mentions on other authority sites.

• By providing E-A-T information on your website, including biographies

of authors, their credentials, and links to their social networks or page.

• Linked to authorized sources to support statistics, data and facts that

we publish in our articles.

• Periodic update of the site and publishing relevant content.

Source: Google Blog

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#87. Position 0 in Google

If you’re asking yourself, “what is position 0?,” don’t worry. Thanks to SERP,
not many people are on top of this newest position.

Voice searches are a “must” right now, but many companies don’t know how
to appear in them. If, for example, a user asks “what is digital marketing”,
how do you get any smart assistant to respond using your content?

Well, in order to appear in voice searches you must be in position 0. This is

the Answer Box in SERPs or Google search results. Being in position 0 or rich
snippet causes you to be the result for voice searches on some of the queries
made to smart speakers.

Semantics is important in this aspect of your organic positioning. Alexa,

for example, won’t read anything that isn’t readable and natural, with whole
sentences and no abbreviations. A good tool that can help you analyze the
entities of your content, syntax and categories (dependant on Google’s eyes)
is Google’s Natural Language tool.

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For example, in your H2 do not put “Mediterranean Diet” if you are going to talk
about its benefits. It’s better to put “How the Mediterranean diet can help you”.
To find out what users are looking for around a topic, see the “related questions”.
It will help give you ideas for your H2s.

Position 0 shouldn’t only be the target for voice searches, but for those carried
out in the digital environment, directly done in the search engine. Because
they have a higher click rate, they position even above the official first position.

Source: Content Marketing World 2019 and Ezoic.com

#88. Local SEO is Synonymous with Voice Search

Everything local is synonymous with voice searches. They are 50% of the
queries that are made daily. Tools like Moz Local or Yext can help you manage
your local presence.

If you ask your voice assistant “Which hospital is the best in San Diego?”
Google will read the name of the hospital that is the highest in your local
positioning, and take into account the reviews for this location and whether
it has successfully completed their profile in Google Business. Ensure your
content marketing is written very well along this line so as not to miss the
voice searches train.

Source: Content Marketing World 2019 and Ezoic.com

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#89. Web Security Matters for Positioning

User safety is a trend in 2020. Although it may not initially seem to have
a direct relationship with SEO, it does. If a person does not feel safe when
visiting your site, it is very likely that they will leave quickly, especially if
they receive a “Not Safe” warning from their internet browser. As a result,
high bounce rates could affect the position of this page in organic search
lists.

It’s important to enable HTTPS protocol for your website. This protocol
provides a secure connection that is encrypted and authenticated. According
to Google, “HTTPS helps prevent intruders from altering communications
from our website and users’ browsers”.

Source: Cardinal Digital Marketing

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SEM AND GOOGLE ADS

Google Ads is where most of the world’s investing dollars go, within the digital
advertising world. The reason why is very clear: searches make most of their
searches in this search engine, giving marketers clues to their needs and who
is their potential target is. For example, Booking.com acknowledged that it
invested $1.19 billion in marketing performance during the second quarter of
2019, with the majority of this budget item going to Google Ads.

#90. Google Ads Smart Bidding

Smart Bidding is a subset of automated bid strategies that use machine
learning to get more conversions or improve the conversion value for each
auction; a feature known as “bids at auction time.” The different types of Smart
Bidding strategy include Target Cost-per-Acquisition (CPA), Target Return on Ad
Spend (ROAS), Maximize Conversions, and Enhanced Cost Per Click (CPCm).

Smart Bidding offers four key benefits to save time and improve performance:

• Advanced machine learning. Machine learning algorithms base bidding

on large-scale data. This way, you can make more reliable predictions
about how different bid amounts would affect conversions or their
value.

• Wide variety of contextual signals. By defining bids at auction time, you

can optimize them with a wide variety of signals in mind. Signals are
identifiable attributes of a user or their context at the time of a particular
auction.

• Flexible performance controls. With Smart Bidding you can set

performance goals and customize settings to your own business goals.

• Transparent performance reports. Smart Bidding includes reporting

tools to help you get more valuable and detailed information about bid
performance and resolve any issues quickly.

Google has normalized the use of machine learning to optimize and automate
bids, all at the same time. Thus, advertisers or marketers will be able to have
new tools that will help us maximize conversions.

Source: Google and Forbes

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#91. Constant Updates to Google Algorithms

Google always wants to be a pioneer in creating new rules within digital

marketing. That’s why with its new algorithm changes, you want to
encourage digital marketing specialists to use fair practices in their
campaigns. To achieve this, Google is getting smarter when it comes to
improving its indexing techniques. And marketers will have to pay more
attention when it comes to running their campaigns.

Source: Search Logix

 130 TRENDS AND PREDICTIONS 2020

#92. Everything Has Migrated to the Mobile

Environment
Statistics tell us that mobile internet use has grown from 48.8% in 2014 to 63.4%
in 2019. With growing IoT technologies, people will be able to access more
sources of information. Smartphones are now more desired than laptops or
computers. That’s why professionals predict that the ratio of mobile users will
continue to grow and this will affect SEM in the coming years.

Not to mention, Google sinks your search results if your page isn’t responsive
and adapts to mobile formats.

Source: Search Logix

#93. Audience Targeting

You can add audience targeting to ad groups to reach users based on who they
are, what their interests and habits are, what they’re looking for, or how they’ve
interacted with your business. This feature can improve the performance of
your campaigns by reaching users while browsing websites, using apps, or
watching videos.

Depending on the different types of campaigns, you can use different audience
targeting:

Display

• Custom audience based on intent or intent to purchase.

• Remarketing audience.

• Similar audiences.

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Búsqueda

• Purchase intent audience

• Remarketing audience.

• Segmentation by customer list.

• Similar audiences.

Vídeo

• Custom audience based on intent.

• Remarketing audience.

• Segmentation by customer list.

• Similar audiences.

Hotel

• Remarketing audience.

One of Google’s latest updates already allows layered audiences, placed on

top of each other. This means that keyword and demographic targeting can
be used together to create extremely relevant ads.

Source: Theedigital.com

#94. Bing Joins Visual Search

Visual searches are like text searches in any search engine, but based on
uploading an image and then being given a recommendation for the same
or similar. So, for example, if you take a photo of a vase you liked and do a
visual search, the search engine will offer you links that take you to products
that you can buy and are along the same line as what you are looking for.

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Bing has now joined this new technology and offers image search directly in
its shopping section. We expect that in 2020 it will become more normal to per-
form these kinds of searches when we want to find or buy something and we
only have an image. Pinterest and Instagram recently launched similar tools
and Amazon has just teamed up with Snapchat to add more value to visual
searches.

Source: Thedigital.com

#95. Collaborative Filtering

Collaborative filtering is a grouping system that brings users together by

shared tastes or preferences. For example, if Carmen has the same reactions
as Jose, it’s likely that they may have similar tastes. Filtering can be based on
almost anything from age, interests, locations, or more, so you can guide users
to the most engaging content.

You can already see how this works when you travel abroad and search on
Google. While the search engine always sends you to www.google.com, if you
are on holiday in the UK, you may see www.google.com.uk. Google does this
when it verifies your IP address when performing the search.

Collaborative filtering can go further, adapting the content it offers to your

recent tastes, browsing history and trending topics. This allows websites to
remain interesting, new, and relevant to individual users.

Source: Thedigital.com

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#96. SEM and SEO Integration

PPC (pay-per-click) and SEO have always gone hand in hand, and now they’re
getting even closer. In 2020, you will be able to see better results in your PPC
campaigns if you integrate it with your organic search engine positioning
strategy. A good way to synchronize both parts is to use the keywords from
your PPC paid campaigns in SEO. Your content and blog posts will help you
strengthen your ranking.

Remember to use long-tailed keywords in both organic content and your bid
strategy.

Source: Thedigital.com

#97. Amazon’s Increase in Paid Advertising

While Google and Facebook bask in the spotlight in the paid advertising
industry, Amazon has not been far behind. It is now the third most popular
paid advertising platform, and forecasters are saying it will be one to watch
in the coming years, so let’s see who takes the throne in 2020.

Advertisers are starting to understand the appeal of advertising on Amazon.

Shoppers who are on the site have a clear intention to buy, a fact that does not
exist on Facebook or Google. Your users are there to search for information.
This detail gives Amazon a huge advantage. It’s no surprise that Amazon’s
conversion rate is much higher than Google’s or Facebook’s.

Source: Cyberclick

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#98. PPC Automation

Pay-per-click automation has become a powerful way to improve the

performance of our campaigns. Companies like Google have invested big
budget items in R+D to create and improve their automation options.

To take full advantage of the automation of the PPC, we need to provide

algorithms so that Google can learn from our campaigns, allowing them to
continuously improve the machines themselves.

While automation does needs human oversight, it is essential for your brand
because it helps free up time overall, which can then be devoted to more
qualitative tasks.

Source: Cardinal Digital Marketing and Cyberclick

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DATA Y ANALYTICS
Big Data is transforming companies and organizations of all kinds. Infact, we’ve
seen a huge and welcomed change in the data analytics field: marketers are
now adapting analytics according to their needs, rather than trying to fit the
data into traditional methods of analysis.

#99. Data Analysis Automation (Big Data

Automation)
As we’ve mentioned throughout this book, automation is a huge trend. So
much so, it is estimated that by 2020 more than 40% of data-driven tasks will be
automated.

As a result, productivity is expected to increase globally and non-specialized

data scientists will be able to take better advantage of the available data.

In addition, data automation will also be a great help for decision makers, who
will be able to see a step further and contribute to the advancement of their
companies with the right information.

Sources: Cyberclick and Gartner

 130 TRENDS AND PREDICTIONS 2020

#100. Internet of Things (IoT)

By 2020, there will be more than 20 billion active Internet of Things devices.
And, logically, the more connected devices, the more data is available for
analysis.

In large companies, where IoT devices are being incorporated into day-to-
day operations, the corresponding technology is also being implemented to
be able to analyze the large volume of generated data.

The result is that we will see many more analytics solutions specially
designed for devices with the Internet of Things, which will not only provide
relevant data but also bring transparency around them.

But this trend also has its downside; 75% of organizations will not be able
to reach the full potential of the Internet of Things due to a shortage of
professionals in the field of data science.

Source: DatSci Awards

#101. In-Memory Computing

Another influential 2020 trend is In-Memory Computing (IMC). Since the
cost of memory has been reduced in recent years, memory processing has
become a very popular technology solution that offers multiple analysis
benefits.

New persistent memory technologies reduce the costs and complexity of in-
memory processing. In this way, we have massive, high-efficiency memory
that supports high-performance workloads.

For enterprises, in-memory processing means much faster CPU

performance, faster storage, and larger amounts of available memory. Many
industries are already adopting IMC to improve the performance of their
current applications and become future-proof.

Sources: DatSci Awards and GIGASPACES

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#102. The Rise of Data as a Service

Up to 90% of large organizations are expected to generate some kind of revenue

from data as a service (DaaS) by 2020. Data as a service is a cloud-based
technology that enables customers to access digital files over the internet.

In addition, because high-speed internet is easily accessible to most consumers,

the service is available to a wider audience. The globalization of DaaS will also
help bridge different departments of the same company by offering them the
ability to share data easily and faster. And with that, we will also see an increase
in productivity.

Source: IDC - Analyze the future

 130 TRENDS AND PREDICTIONS 2020

#103. The Growth of Augmented Analytics

The Big Data trend of augmented analytics is quickly becoming the dominant
method for 2020. Augmented analytics have revolutionized the paradigm by
combining machine learning and artificial intelligence techniques to create
a new way to create, develop, share, and consume analytics.

Augmented analytics is defined by Gartner in its Magic Quadrant for Analytics

and Business Intelligence Platforms document as “a paradigm that includes
natural and narrative language queries, augmented data preparation,
automated advanced analytics, and visual data discovery capabilities.”
In that same document, they emphasize the importance that augmented
analytics will have in 2020, acting as a driver of business intelligence, data
science and machine learning.

The augmented analytics market is experiencing a time of great growth,

with forecasts going from $8.4 billion globally in 2018 to $18.4 billion in 2023.

The advantages of this technology lie in the ability to automate many

functionalities, such as data preparation, analysis, and modeling. In addition,
it is much easier to interact with the information that is generated.

Source: Markets and Markets

 130 TRENDS AND PREDICTIONS 2020

#104. Data Security and Privacy

In 2015, less than 10% of large companies were using backups and snapshots
for more than just data recovery. But by 2020, Data Sci Awards expects that more
than 30% of companies will use these tools to improve security, privacy and
reliability.

Many companies have large volumes of sensitive personal data in their

backups, even if they do not intend to use them. In 2018, 10% of organizations
considered backups and personal data files to be their primary privacy risk; by
2020, this will be the main concern for 70%. Without a doubt, a big data trend to
take into account when choosing products and solutions for the coming years.

Sources: DatSci Awards and CBR Online

#105. The Development of Personal Devices

Mobile devices are being used in a lot of situations: at home, at work, on the
road... At the same time, more and more personal devices are incorporating
technologies such as the Internet of Things or augmented reality.

The result is that by 2020 more than 50% of consumers will expect mobile
interactions to be contextual and hyper-personalized based on past and real-
time user behavior.

Source: STL

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#106. Personal Assistant Technologies

One of the most interesting data trends for 2020 is the technological
advancements and changing consumer habits of personal devices. In
addition to the increasingly powerful presence of voice assistants, like Siri
or Alexa, it is estimated that by the next year about 5% of people over the age
of 65 will have their own personal health care robot. This is a very lucrative
market, so you can expect many new developments in the coming years.

Source: Smithsonian

#107. The Development of Smart Cities

Smart cities involve a need to collect, process and communicate large
amounts of Big Data.

Smart cities will use data to provide medical assistance, nursing and
prevention, personalized citizen-focused marketing campaigns, and more.
DatSci Awards predicts that 30% of smart cities will have robots and smart
machines in their medical facilities by 2020.

Available data analytics applications and solutions enable the Internet of

Things to to deliver a good user experience to residents and improve their
quality of life.

Source: DatSci Awards

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#108. Automated Business Content Management

By 2020, it is estimated that 95% of image and video content will be analyzed
by machines. This market is expected to reach $59.87 billion.

In all likelihood, this 95% of content will never be analyzed by a human. Instead,
the machine will use data analytics to provide detailed reports that support the
company’s digital initiatives. And from these reports, companies will be able to
spot opportunities in mobile, social and cloud technology.

Source: PR Newswire

#109. Machine Learning and the Cloud

Cloud storage has become a popular means of securely storing digital

files. Currently, 30% of cloud providers are using third-party solutions, i.e.
infrastructure as a service (IaaS). By 2022, this figure is estimated to be 60% of
suppliers.

Another prediction for 2020 suggests that large cloud service providers, such as
Microsoft, Apple, and Google, will use cloud-based machine learning to acquire
20% of the data science platform market.

Source: DatSci Awards

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#110. Conversational Analytics and Natural

Language Processing

The latest big data trend for 2020 is natural language and voice processing, as
it is estimated to account for 50% of data analysis requests.

This will make analytics systems easier to use and available to everyone in
the company through a simple search system, increasing the productivity
of the entire organization.

Sources: Cyberclick and Gartner

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WEB DESIGN &

USER EXPERIENCE (UX)
In the coming years we will see many advances in web design and UX (user
experience) based on the current needs of the market, where the central axis
of everything is the user.

#111. Three-Dimensional, Real-Time,

Context-Based Apps

Peter Smart, Global Head of Product Design for Fantasy, unveiled the brand’s
newest launch, the new Royal Caribbean app.

It has smooth navigation and it doesn’t operate in the typical form of screens
1, 2, 3. Instead, it works as a whole, where objects work in the same way they
would in the real world.

The app features 3D drawings for each ships in the fleet, real-time location,
weather data by zone, the color of the sea changes depending on the ocean
you’re sailing in, the tones change depending on the day or night, and there is
even an “Uber” for mojitos that delivers a drink to you anywhere on the boat
after just one tap on the button.

The bottom line is that this 2020 UX trend is about creating experiences that
have a greater impact on the user.

Source: Fantasy and Cyberclick

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#112. Inclusive Design and Design Based on

Diversity

Designing for everyone is a challenge and can put your imagination to test.
It involves coming up with new inclusive ideas and learning about diversity
and the unique challenges faced by different groups.

An example of an inclusive website design is one that includes multiple

forms of contact. Instead of only being able to contact via phone, there
should also be an email option. Error alerts should not only be auditory, but
visual as well.

Some tips to make the digital experience more inclusive includes:

• Using titles and subtitles

• One idea per paragraph

• Short sentences, between 7 and 10 words

• Use lists

• Use images and graphics to visually translate the content

• Shorten the content

• Use blank space

• Include a glossary for specialized terms

Source: VPRO and Cyberclick

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#113. How to Design the Banks of the Future

BBVA has focused on defining the role of banks in the future: what
relationships will be generated, what will be the impact on the business and
what needs they will have.

Designers have a role as a nexus between different teams. Technology

should be a facilitator for relationships and should aim for commitment and
customer satisfaction.

Five conclusions are:

• Design is meaningful

• Design is systemic

• Design is business; good design has to have a clear impact on the

business

• Design is change

• Design is action

Sources: Experience Fighters 2019 and Cyberclick

#114. Design Adapted to Cultural Values

Companies will begin adapting corporate design to the cultural values of

people and brands. This 2020 design trend should take into account:

• Creativity: Challenge the conventional. Take divergent and unusual

positions. Let the designer become a creative force.

• Execution orientation: Understand by doing. Think with your hands

and your body. Let the designer become a pragmatic force.

• Diversity: Simplify the complicated. Alight visions and increase

cooperation. Let the designer become an inclusive force.

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• Empathy: Try to understand other points of view. Represent absent

voices. Let the designer become a social force.

This raises the question of how can multinational companies adapt their
designs to multiple cultural values, without losing their essence? Designers
should think about where and how they can add value. They must generate,
defend and incorporate a sense of work into their design. You have to design
with an intention.

Source: Cyberclick

#115. Simplifying Design and More User Control

Users make decisions in two ways: by intuition (the most common way) or by
analysis.

People do not make decisions rationally, and we are all easily influenced.
Humans are also terrible at assessing value, and can be lazy and prejudiced.
So, how can we make design take all of these factors into account?

• Make things easy for people and reduce options. The more options
there are, the more difficult it is to make a decision.

• Give the user a sense of control

• Set an anchor (offer price)

• Have predetermined options (filters)

Source: Cyberclick

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#116. Design Sprint

Design Sprint is a methodology that allows you to create prototypes and

validate ideas with end users quickly, in order to define the roadmap of a
product in 5 phases.

This method was created by Google Ventures in 2010, having studied

hundreds of User Research and Design Thinking strategies. Design Thinking
brings together the most effective ideas and proposes a way of working that
allows you to launch early and have a successful product.

Phases are carried out in 4-5 days and are:

1. Understand. The idea of this phase is for the whole team to fully
understand the challenge posed by the customer.

2. Propose. As you’re clear about the challenge, you need to start

focusing on solutions quickly and launch various designs or
prototypes to solve the challenge.

3. Decide. Vote the best prototype or design among all proposals.

4. Create. You’re just going to build or design what you’re going to test.

5. Validate. It consists of seeing users interact with the prototype or

design.

In such a changing world where speed and effectiveness take precedence,

this way of working will be a trend within design and UX teams. Have you
tried working with the Design Sprint methodology?

Source: ByBardo

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#117. Gradients

If you only associate gradients with Power Points from the 90s, then it’s time to
change your thinking!

Gradients have made a comeback, though this time as dynamic gradients.

Gradients give a bit of depth and dynamism to flat designs. In 2020 dynamic
gradients will continue to take over the internet, at least for a while.

Facebook has already dipped its toe into gradients, with its new corporate logo.
This logo is not for the social network, but for the company and matrix of all the
platforms that make up the Facebook World.

Sources: Callibree and Facebook

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#118. UX Copywriter

Often, an interface can fail for something as simple as the copy it uses. To
avoid this problem, companies have started to use UX Copywriters. These
are experts who analyze which word corresponds to each place of the
website. They’re necessary, because they go beyond the simple button that
says “book now” or “click here”.

In 2020 the entire content strategy, in addition to functional texts and calls
to action will be monitored by the UX Copywriter.

Source: Proun

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ECOMMERCE

#119. Re-commerce

Second-hand e-commerce stores are also called re-commerces. Online stores

for used products have never grown so much as they are in 2020.

According to data collected with Thredup, re-commerces are about to take off in
the next 4 years. From $28 billion in profits in 2019 to $51 billion in 2023.

The most prominent reasons for this growth are due to three reasons:

• Greater social awareness of sustainability.

• The opportunity to get products of a certain price for less money.

• The need to keep fashion products and other industries as a trend.

Source: Thredup

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#120. PWA for Ecommerces

The progressive web app is a type of mobile site that looks and feels like a
native mobile app.

Platforms such as Twitter and Google are already using PWA technology.
This trend is expected to be embraced by the most popular ecommerces on
the market worldwide.

For example, Aliexpress has found great success in pioneering the use of
PWAs in ecommerce.

Source: Coredna

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#121. Ecommerces with Dynamic Prices

By 2020 we will need to adopt technologies and strategies to help us turn our
static prices into dynamic prices. This means adapting to the reality of the
market in real time.

The goal is to achieve the ideal optimal price at all times, using Big Data. You
will have to access competitors’ prices, market demand and the perception of
the value of your products. Thus, with this information you can process and
analyze it in order to offer prices in real time, leading to a higher sales and
profit ratio.

Source: Retail Dive

#122. Drone Deliveries Will Finally Arrive

This trend has been talked about and talked about for a long time, but it is
expected to be a reality in 2020.

Luke Fernandez of Wikibuy explains that most large companies (Amazon, UPS,
Dominos, etc.) will start experimenting with deliveries using drone technology.

By 2020, it is expected that 2.6 billion commercial operations will be facilitated

through drones, and that 80% of packages sold by Amazon could potentially be
transported using drones.

What are the benefits? Packages could be delivered in an average of 30 minutes,

and the price of the cost of delivery would be reduced to 1$. This could save 50
million dollars in costs for courier companies.

Although, there are some barriers: Air regulations for air deliveries using
drones, poor battery durability of these devices and inclement weather. We’ll
keep our eye on these 5 companies (Amazon Prime, UPS, Uber Eats, Swoop
Aero and Alphabet) in 2020, as they begin to test their drone services.

Source: Wikibuy

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#123. D2C: The Focus on Direct to Consumer

Companies like Away or Quill are using the “direct-to-consumer” model to

thrive in their respective industries.

The classic retail model was that the company produced the product,
then passed it to the wholesaler, then the distributor, then reached the
physical store and from there to the consumer. In contrast, the D2C (direct-
to-consumer) model is committed to favouring new technologies and
ecommerce, and to directly empower production companies.

D2C is when the production company that manufactures and/or provides

the service directly puts it up for sale on the internet using their own online
store or other marketplaces. This removes multiple steps from the previous
process and allows brands to make their price more competitive.

Amazon, eBay and Aliexpress are enhancing this new model.

Source: Kreoweb
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#124. Smart Speakers Will Be Ecommerce’s

Newest Ally
Virtual assistants will be the alliest of ecommerce stores, allowing users to
buy directly from the speaker. For example, Alexa users can make Amazon
purchases, if they give the necessary permissions.

Examples:

• Consumer: Alexa, I need a new USB type-C cable for my macbook pro.

• Alexa: Hello! I have 20 options, with these prices...

• Consumer: I want the option that is worth 9.90 euros. Send it to my work
address.

According to eMarketer data, in 2019 there were 39.3 million millennials in the
United States who routinely use voice assistants (9.77% more than in 2018), 17.2
million Generation X (almost 3% more than the previous year) and 10.1 million
Baby boomers (2% more).

Source: eMarketer

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#125. Cloud Services for Ecommerce

Implementation of cloud services is the main engine of opportunity for

retail companies around the world. An example is the Google Cloud Platform
(GCP) service that enables stores to grow globally by integrating retail
software solutions into a centralized platform, providing real-time insights
and predictive analytics to help drive operational excellence and help create
unique experiences for buyers. On the other hand, Shrink Management as
a Service (SMaaS) cloud services will enable predictive analysis and loss-
easing thanks to a 24/7 remote connection and monitoring that offers
merchants optimal protection.

Source: eShow Magazine

#126. Search Engines are Being Replaced by

Marketplaces

Until recently, search engines were the absolute leaders for product or
service inquiries. This has now changed: 55% of Americans have started
searching directly for products on Amazon. Amazon contains 44% of U.S.
ecommerces and 4% of retail sales.

According to Forrester, more than 50% of online purchases are made from
the world’s leading marketplaces: Amazon, Alibaba, JD.com and eBay. This
figure is expected to increase to 67% by 2022.

This trend is on the rise because it helps us understand that in the digital
environment there is only one constant: everything is always in continuous
change and evolution.

Source: Pixel Productions Inc. and Forrest Research

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OOH DIGITAL ADVERTISING

#127. Growth in OOH Advertising

Out of Home digital advertising continues to grow along with digital advertising
in the online environment. Outdoor ads on billboards, stadiums, festivals, and
means of transport have already reached record levels. According to Statista,
global investments in OOH will amount to $38.6 billion by 2020.

Although this technology is in its take-off stages, advances will continue as

technology vendors connect data to the inventory source.

Tests are already being done so that digital outdoor advertising is personalized.
This means recognizing our phones (if for example, they have the bluetooth
connection open) and seeing ads designed specifically for you, which will be
different for the person walks by 5 minutes later.

With continuous developments, this is a new ad channel that you don’t want
to lose sight of.

Source: Statista

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#128. 3D Holographic Images

What new OOH techniques can marketers invent to help people pay
attention to their messages in 2020? 3D holographic images are the answer.

Hypervsn, for example, has created 3D holographic images from a device

made up of four sheets covered with LED lights. Thus, when the device
rotates, it creates a 3D image that looks like a higher quality version than the
Star Wars holograms.

Source: Forbes

#129. Creating and Delivering Peer-to-Peer Ads

Fence advertising used to be the domain of just a select few operators.

However, the industry has become democratized as digital signage makes

it easier to serve ads from web-based platforms. These connect digital
billboard operators with potential advertisers.

For example, a company called Adomni has created an OHH advertising

market for ad creation, delivery, and audience analysis. Advertisers can
choose from more than 50,000 screens spread across different locations.
This way, an ad can be on the market in a few minutes.

The goal is to facilitate the distribution of advertising, personalization and

reach like-minded audiences, depending on the time and location of the
OOH screen.

Source: Forbes

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#130. OOH Controlled via Mobile and Mobile Apps

By integrating scannable QR codes for consumers, a brand can not only take
advantage of this strategy, but also gain user data and more easily understand
what the interaction with the Out Of Home ad was like. We expect to see this
trend in 2020, along with many of the others that complete this ebook written
by Cyberclick.

Source: Informa BTL

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info@cyberclick.es

https://www.cyberclick.es/en/en

+34 93 508 82 35

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