As we roll into 2020, our decision making is clouded by the noise and predictions of best practices. Let’s look at a few trends predicted which have now become reality, and flush out the meaning.
1. Content…. ALWAYS More Content – Yes, we know this sounds like a broken record, but that’s because it’s undeniably true. The shift from traditional advertising to content is a stone that has been rolling for years, and in 2019 it’s accelerating. Up to 79% of B2B marketers are producing more content this year than in 2018 (Source). The challenge this presents is one of content saturation. The bandwagon is getting cramped, and standing out is increasingly difficult. This is why a clear creative strategy, defined success benchmarks, and having an eye for talent are essential to effective content marketing.
2. An Emphasis on video has become even more important. To this point, 88% of businesses say that video is an important part of their digital marketing strategy. (Source) Video is unique in that it demands the full attention of the consumer. It takes looking and listening, which gives your message a much higher chance of being absorbed than through other mediums. Brands with digital video strategies must consider video length, best practices, thumbnail creation and video type.
3. Social Media vs Television – 57% of consumers say they’re influenced to think more highly of a business after seeing positive comments or praise online. (source) Rad Intelligence has framed social proof into buckets for this exact reason; authority, science, wisdom of the crowd and celebrity. As weird as it may seem, the smaller the screen, the more trust consumers have….Assuming there is quality social proof attached to the brands digital presence. A positive post on the right social media account is as good, if not better than a professionally-produced TV advertisement.
4. Global spend on content advertising expected to increase to $50B in 2021, up from 12.8B in 2016 — 2X growth in digital advertising accompanied by specific content creation will comprise 14% of all advertising budgets by 2020. Content across social and video platforms will grow at a 30% rate from 7.3B in 2016 to 27.2B in 2021. (Source), The trends are not slowing down.
5. CMO spend on Martech was up 7% from 22% of budgets in 2018 to 29% of budgets in 2019. CMOs also value awareness more than ROI and market share. (Source) At Rad, we’ve studied brands with a mature digital environment VS brands that “need help”. The criteria is simple and the data tells a very compelling story. Content market leaders perform a massive 8X better than industry averages
6. Between 2019 and 2020 brands will double their investments across social & influencer channels.
7. By 2022, content creators will produce more than 30% of their digital content with the aid of AI content-generation techniques. By 2023 autonomous marketing systems will issue 55% of multichannel marketing messages based on marketer criteria and real-time consumer behavior, resulting in a 25% increase in response rates. (Source)
8. Content marketing gets 3x more leads than paid search. The three content distribution channels that CMOs plan to increase most in the next year have a heavy emphasis on video being Youtube (48%), Facebook Video (39%), and Instagram (33%). (Source), For more context, YouTube as a distribution medium is a great strategy for reviews and Real Simple Syndication (RSS).