4 Digital Marketing Strategies to Meet Consumer Expectations in 2020

  • Categories:

    Paid Media

  • Date:

    January 14, 2020

4 Digital Marketing Strategies to Meet Consumer Expectations in 2020



Paid Media

In 1991, the world’s first webpage went live. A no-frills, no-nonsense series of text and hyperlinks that explained how to create webpages and hypertext, it was a far cry from the billions of pages (almost one for every person on the planet) on the internet today. Consider: In 2019, the world’s three most valuable companies all had digital roots.

All that change equals growing expectations, whether you’re targeting baby boomers or Gen Z digital natives. And in 2020, successful digital marketing plans will resonate with consumers by showing up in the right places with the right message, positioned as an approachable extension of the brand.

These four tips can help you optimize your digital strategy.

1. Perfect the big three to meet consumers where they are.

As the most highly used websites, Amazon, Facebook and Google dominate more than 70% of the U.S. digital advertising space. In 2020, all three platforms are virtual must-haves for your consumer-focused digital advertising plan. However, each platform has unique standards of use for a successful advertising program. Those standards for success are subject to change quickly because each company is developing their own technology to improve functionality around search, content feeds, user experience design and more.

For example, Amazon accepts keyword-based copy for product titles and descriptions, regardless of sentence structure. While Amazon will accept keyword strings, it’s important to note that consumers’ trust in keyword strings is waning, perhaps because they’ve come to expect natural language from brands. Meanwhile, as Google machine learning advances, the platform tends to penalize strings of keywords as spammy, making natural language a requirement. To make your titles more readable, use full phrases and clearly separate the keywords by topic.

While Google and Amazon require knowing what your consumer is searching for, Facebook, by contrast, requires knowing a little more about your consumer as a person for targeting. From this perspective, writing the same ad a few different ways, for example, highlighting different values or appealing to different emotions and then A/B testing on Facebook can provide strategic insight into your audience for the future.

Just getting started? Consider these methods for competitive search strategies.

2. Embrace a diversified media mix.

In-feed ads that blend seamlessly with influencer and user-generated content are becoming increasingly popular. Podcast ads are booming, too. While it’s important to be on the major platforms, influential social media accounts and other less traditional platforms for advertising could be a smart, strategic decision for your brand in 2020.

    Luckily, the home category is especially primed for a variety of media and plays well in the influencer space. VELUX skylights, for example, often partners with designers and home DIY bloggers to show products in a real-life situation and with varying styles. This helps satisfy consumers who expect to see products tailored to their specific interests and styles.

    Of course, influencers are also being held to more stringent standards by their audiences. See how stylist and influencer Emily Henderson handles transparency and authenticity.

    3. Strategically plan where your ads will appear.

    Legally, everyone is entitled to their opinions — but that doesn’t mean the market has to fund those opinions. In 2019, we saw more consumers taking to social platforms to call out brands that, with their ad dollars, supported personalities who defended misogynistic, racist and homophobic positions. Fearing backlash, luxury brands including Lexus and Jaguar reportedly bowed out of programs to maintain their public image and customer base.

      In 2020 (an election year, no less), we expect to see more instances of consumers holding brands accountable not just for what they say they stand for, but also the company they keep. To avoid public missteps, brands should have a clear idea of company values and have detailed personas to align with their ideal audience. With that information, where to buy ad space becomes both simpler and more strategic.

      4. Avoid violating consumer privacy.

      With changing laws and evolving social expectations, brands should be extra vigilant about digital privacy. Stay informed of changing laws concerning privacy by setting news alerts and following publications that cover the topic, especially in countries and states where your business operates. Notably, the EU has far more stringent regulations about consumer data than the U.S., but individual states are starting to advance the cause.

      For example, in 2020, California passed a law expressing new rights for consumers to take control of how their personal information is used by companies. Businesses now must give an “opt-out” option for consumers who don’t want their data to be stored or sold. Many consumers trust companies to protect their privacy, but we expect to see more active questions and concerns in the future. To protect your brand, always take precautions to keep customer information secure. Don’t distribute or gather contact information without permission.

      Last, but not least, make it easy for people to unsubscribe from email newsletters and other communication. Treating personal data with care helps build trust and maintain expectations of privacy.

      Explore more articles from Wray Ward.