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Four trends set to shape the digital landscape in 2020

1. Analytics that give a competitive advantage

Big data is still all the rage, but data alone is not particularly useful. Data needs to be organized, analyzed, interrogated and interpreted before it can be used to improve marketing.

In 2020, there will be even more emphasis on the insights obtained.

Understanding what metrics matter is important than ever before. When the brands and businesses are monitoring the metrics, they become more and more important.

Analytics help teams stay focussed, accountable and objective. There's no hiding behind the big creative idea, but rather an increasing need.

As our appreciation for data grows, so does the realization that data is not numbers, graphs and tables – it's people. Data is your customer profile, a guideline for a dynamic strategy and a better ROI.

2. Hyper-personalization for customers

This is not a new trend, per se, but hyper-personalization continues to be a key marketing consideration for all brands. Hyper-personalization sees the center of the strategy. As it becomes harder to capture your audience's attention, the need to personalize is no longer a 'nice touch' but central to the success of the campaign.

Personalization is a way to cut through the clutter. The shareability of the personal experience is equally important (being the 21str-century word-of-mouth).

3. The growth of video

There are no surprises here – the video has grown up in the next five years. Video certainly isn't limited to YouTube and continues to grow in popularity across multiple channels and platforms.

Brands should be incentivised by the fact that Google is 53 times more likely to be a website that includes a video on the first page of search results. In 2020, marketers will do well to think about shoppable video content, 360-degree video content.

4. Participation in micro-moments

Marketers want to make sure that they're there for the micro-moments.

People want these momentary needs to be satisfied immediately, which is why marketers need to be there, be useful and be quick, as per Google's description. And it's not just about being there, it's about being there.

For more information, visit www.hoorahdigital.com. Hoorah Digital on Facebook, twitter or on Instagram.

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