If you’re a marketer who’s focused on B2C, here are three trends to watch in the year ahead.
Business-to-consumer marketing is often at the forefront of the biggest marketing trends. The teams that get consumers excited about new technologies, CPG products, and experiences are talking directly to today’s demanding customers—and finding out what strategies, messaging, and channels resonate. Then there’s typically a bubble effect where, over time, these things come into play in the larger market. If you’re curious what trends to watch in the year ahead, here are three to remember.
Being Culturally Relevant Means Having Strong Values
Studies have shown repeatedly over the past few years that today’s customers want to do business with brands that share their values. There’s an increasing focus on ethical employment practices, sustainable business models, how supply chains are treated, whether companies give back, and if you’re a positive force in your industry. Customers are also paying attention to inclusive messaging and language. In 2020, brands are going to be digging deep to codify their values and make sure they’re being communicated effectively to consumers. And they’re going to permeate every aspect of messaging—not just be relegated to the CSR page of the company website.
Technology Drives Personalization through Microtargeting
As personalization technology has matured, it’s no longer simply driving users to buckets of content relevant to their interests. While that’s an important step, today’s technologies make it possible to create and deliver digital experiences configured for an audience of one. Take, for instance, a consumer who loves dogs and visits a big box store online. He won’t just see dog-focused content. Instead, those items might be displayed on a Boston Terrier or Italian greyhound—whatever the shopper has or searches for the most. Through microtargeting, these deeply personalized experiences will drive even higher expectations for what personalization looks like—and how organizations respond will shape 2020.
Deeper Technology Integration
Marketing technology will also be at the forefront of shaping customer experiences in the year ahead. Whether it’s shoppable Instagram posts or the integration of augmented reality into the shopping experience, what were once considered “emerging technology classes” are becoming a core part of the retail experience brands offer. That shift means technology will become ubiquitous—and a wide range of customers will embrace it. For brands, this increases the demand for innovation and smart data policies, but can also (in time) simplify the process of growing revenue and adding different marketing channels.
2020 promises to be a big year, building on the trends that have emerged in the last few years, while also introducing entirely new themes to the market. Keeping an eye on what’s happening in the B2C space will give marketers in all areas of business a solid sense of where to invest their time and efforts moving forward.