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.