We’re back in business!
After a well-deserved break, Team Juicy are back at HQ and ready and raring to go! So, first let’s say welcome to 2020 and happy New Year.
It’s always good to start a new year with a bit of inside information to inspire fresh ideas that could just be the start of something great for your business. With that in mind, we want to share our top 5 marketing trends for 2020 with you…
Personalisation is proven to increase engagement and response; but we don’t just mean merging names and addresses onto a mailing piece… oh no!
We recently designed, produced and managed a mailing for a client where each piece was printed with sales volumes and potential extra income figures specific to each individual recipient. 16,000 mailers, in local languages, distributed across Europe, each with totally personalised content!
Now that’s where digital technology really helps… this would have been unthinkable without today’s digital print production.
Whether you have an audience of 16,000, 1600 or just 16, the skill is in planning your campaigns and designing your printed pieces to maximise today’s amazing production possibilities whilst minimising processes and costs.
2. Augmented reality
In 2020 AR is set to overtake VR. We’re already used to augmented reality in the form of snapchat lenses and in mobile games like Pokémon Go, but there are clever ways to use the technology in your marketing too.
Ikea is a great example of this, implementing an app that lets users “place” a piece of furniture in their home to see how it would look before they decide to go ahead with the purchase. A simple and effective tool that really helps customers to be sure of their choice before purchasing, lowering the possibility of a return.
There are so many options for using AR to help enhance your brand value and drive sales, and it’s definitely time to start thinking about it!
3. Position ZERO
You’ve probably already noticed that when you search for something on Google, it provides a snippet of text that actually appears above the search results, aka position zero! It can even be the only result that some users will view, meaning that 0 spot should be the focus of your optimisation efforts.
The best chance you’ve got of reaching it is by writing blogs (we say this all the time, but it’s true, so we’re going to keep saying it!), titling them with exact questions you get asked, and answering those questions fully in the body of text.
Adopting this style of blogging will also help you optimise for voice search, as users tend to ask their voice assistant questions. For example, “Alexa, how do I market my business?”… so answering questions is a 2 for 1 when it comes to your marketing!
Interactivity in emails is nothing new, but whereas it used to be simply a means of entertaining recipients, going forward it will be a fully-fledged functional element, driving response and engagement.
The skill will be to use interactivity at the right stage in your mix and cycle; the aim is to get them to take immediate action within the email, rather than driving them to external content; the thinking is this increases engagement and reduces ‘friction’ in the email UX (user experience), ie: it makes things easier for them!
- embedded surveys, clickable ratings, polls and comments
- animated buttons, links and calls-to-action (CTA)
- rollover effects for products and services
- interactive menus, images and carousels
- ‘accordion’ features, because they make long-form emails less daunting!
With the development of increasingly innovative design and content features, these emails will become, in effect, mailable micro-websites, with all the necessary functionality delivered direct to your users’ inboxes.
Of course, there will be times when you want users to navigate from your email to your website, social platforms or YouTube channel, for instance – and then a great interactive CTA will help point them in the right direction!
5. Live video & stories
Visual content gets brilliant responses from customers, particularly live video. On Facebook Live and Instagram Live, audiences watch for 3x longer than they watch recorded videos! And live videos can generate up to 6x as many interactions as traditional videos (Forbes, 2019), which just shows its reach and potential.
One of the reasons live video performs so well is because customers are looking for more authentic and relatable content. One of the biggest trends of 2019, authenticity is set to continue in the coming years. People love to see the “realness” of a business, so sharing sneak peaks, behind the scenes or even ‘a day in the life’ live video is a great way to engage your audience in real time and share the culture of your business with them.
If live video isn’t quite your scene, then social stories, whether on Instagram, Snapchat or Facebook, could be perfect for your business. As we mentioned before, authenticity is important to customers, and a story is a quick and ‘fun’ way to show that without all the heavy editing you might put into a traditional social post.
The content won’t become outdated as it’s only available for 24 hours (unless, of course, you save it to a highlight). And lastly, stories are an easy way to interact with other users via hashtags and user tagging.
Of course, there are many more trends to consider, things like shoppable content, voice search and simplicity!
We’ve put together a series of Mega-Trends for you, which you’ll receive directly to your inbox when you download your complimentary Tips Book – 134 tips to help you generate more leads.