This publication contains general information only and Deloitte is not, by means of this publication, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services. Last year’s trends covered the impact of Google’s transition from search engine to answer engine. Take WeWork’s commitment to “elevate the world’s consciousness” – arguably more baffling than inspirational. November 2nd 2020 : Deadline ELYETTE ROUX LUXURY PRIZE application. Companies need a partnership that goes far beyond delivering efficient translations and strategizes for brand-experience. Companies in industries that have been negatively impacted by the spread of COVID-19 can still succeed by approaching their audience with empathy and finding opportunities to add value. The 20ieth International Marketing Trends Conference which will take place in Venice (Italy) on January 14-16 2021. Optimize relevant content for zero-click searchers. In 2020, we can see the huge impact that digital marketing has had over the last decade, and more. Notably, the research was not intended solely for marketers. Properly applying these trends to your marketing strategy will improve customer engagement. Major technological breakthroughs have led content marketing to undergo a complete transformation. The localization industry runs on efficiency: accurate translations, competitive pricing, on-time delivery. Design trends move fast – they always have. Global Key Trends 2020 What’s Next in technology often focuses on the obvious: speed, size and cost – but what we seem to forget is that people shape tomorrow’s technology. Here are some starting points: With the advent of COVID-19 and the increase in eCommerce, search visibility becomes even more important, especially for businesses that are pivoting to an online model. You’ll also be able to acquire more customers this year. Safeguarding trust in business. Users can watch videos, find hotels, follow sports results, and (as of. ) Organizations are exploring advanced analytics, AI, cloud computing, and the internet of things—and many are seeing early gains. CONTENT TYPE: Article | DATE: 12/17/2020 at 10:00 AM The MarketingProfs team convened a virtual roundup of marketing expert friends to get their take on trends … It’s now prioritizing its own content over other sources – and not just Maps and Images. These are trends … Please note: The Wall Street Journal News Department was not involved in the creation of the content below. 2020 … You’ll see a big push for this in 2020. Companies need a partnership that goes far beyond delivering efficient translations and strategizes for brand-experience. Downloads of Netflix’s app have jumped 66% in Italy, and 35% in Spain. It is important for business leaders to recognize that their workforces often comprise individuals with different backgrounds, perspectives, experiences, and goals, and to acknowledge and value each one. Deloitte Insights for CMOs brings together industry leaders, visionaries and innovators all in one place to provide their latest insights.  Through research, growth perspectives, case studies and more, Deloitte Insights keeps CMOs informed on the topics that matter most. Conclusion I know a lot of the stuff I mentioned above isn’t talked about a lot and they aren’t popular marketing topics that everyone wants to hear… but it is the future. Traditional boundaries between organizations and industries are disappearing. 2020 will be an even stronger year for cause-related marketing, particularly in the face of COVID-19. … We are the marketing localization people. Account for zero-click search in your optimization strategy. And YouTube collected $110 million for in-app spending during the same period. With the growing uncertainty around the spread of COVID-19 and its economic impact, global consumers and businesses alike are increasingly cost-conscious, which is having a cascading impact across multiple industries. What will it take to succeed in the future of marketing? Offering free, useful, and localized content can help drive engagement in key markets and position companies as trusted experts. @DeloitteUS. When tech-enabled interactions lack a human touch, however, it can make people feel isolated, underrepresented, and unfulfilled. Valuing the organization’s most important asset: talent. COVID-19 arguably provides a stronger emphasis on People and the need for global citizenship than any other recent event. Technology has created new opportunities for consumers, citizens, and communities to engage directly in shaping, influencing, building, and co-creating brands. And look for a localization partner who knows how to blend marketing and localization best practices. This means the majority of Google users don’t click on any links (paid or organic) after searching. Empathy and value are crucial when responding to COVID-19. Last year’strends covered the impact of Google’s transition from search engine to answer engine. It’s a global marketing trend that’s continued in 2019 – and one digital marketers will have to tackle in 2020. ^ THE MARKETING FUNNEL IS DEAD AND THE FLYWHEEL HAS ARRIVED ^ The Flywheel ^ Happy Customers Are the Biggest Marketing Opportunity of 2020 ^ 4 Artificial Intelligence Trends to Watch for in 2019 ^ 16 Examples of Artificial Intelligence (AI) in Your Everyday Life ^ The Growth Of Video Marketing … ... Last Updated: 18 Oct 2020. Leaders who nurture their people will enable them to evolve and develop new skills and relationships, while engendering loyalty toward the brand and the employer. In the US, the majority of product searches start on Amazon. The Top Marketing Trends You Need to Adopt in 2020 Marketing continues to evolve at warp speed. And brand causes must stack up, or they’ll be accused of, ” – arguably more baffling than inspirational. In 2020, businesses, technology and culture will become more connected than ever, and people are at the center. Why’s the number going up? Brave, Consumer-Centric Thinking Is Directing the Path to Growth. In 2019, the climate emergency finally took center stage. Applied thoughtfully, digital technologies can better connect organizations to their customers, partners, and employees. In a world gone mad for mobile, arguably one of the most significant digital marketing trends of 2020 is the dawn of 5G technology, or fifth generation of mobile technology. Seven emerging trends can help CMOs and their C-suite counterparts navigate uncharted territory in a more effective, and ultimately more human, way. 2020 Global Marketing Trends: Bring Authenticity to Our Digital Age; Beyond Marketing: Experience Reimagined; The Confident CMO: 3 Ways to Increase C-Suite Impact; Human Experience … Optimizing … Though the concept of brand purpose is not new, it’s more important than ever in directing strategic choices across the organization. Discover the world's research. In a conversation with Deloitte US CMO Suzanne Kounkel, General Motors Global CMO Deborah Wahl discusses how the automaker is embracing change. Need help with a new project, or have a global marketing idea for 2020 you want to bounce off us? Duotones will be used increasingly to simplify images and focus attention on content. download the Dow Jones and Deloitte Insights app. In June 2019, the number of zero-click searches passed the. Color associations, information density, and image choices are just the start. In 2020, AR is expected to surpass … Regardless, our predictions for 2020 are more closely related to factors that haven’t changed. But efficiency alone isn’t enough to solve the challenges businesses face when going global. Think featured snippets, CTR optimization, and the Google knowledge graph. Marshall McLuhan had a … announced it would dispose of brands that didn’t “stand for something.” They must start defining themselves in terms of their positive impact on society and the planet. Please see www.deloitte.com/about to learn more about our global network of member firms. 2020 will be an even stronger year for cause-related marketing, particularly in the face of COVID-19. When localization is carried out thoughtfully, in the context of your business and marketing goals, you’ll have not only a more effective end product, but a cost-effective investment in your long-term international growth. The need for brands to look after their people is particularly important as companies offer ways for users to navigate their changing situations amid COVID-19. Get the Wall Street Journal $12 for 12 weeks. Customers are rewarding companies that authentically— and holistically—meet their needs. However, more small businesses are jumping into international markets than ever before, and new trade deals and tech continue to bring ample opportunities for those willing to make the leap. This means the majority of Google users don’t click on any links (paid or organic) after searching. Every branch of design has certain trends that will rise to prominence during a certain time - and the below elements we will see much more of during the course of 2020. Empathy and service are a common undercurrent in messaging. It’s a global marketing trend that’s continued in 2019 – and one digital marketers will have to tackle in 2020. Having understood how best to engage customers, many marketers are embracing the challenge of creating deeper, more meaningful employee engagement, but all C-suite executives can make efforts here. Over the years, Google has introduced a variety of search results, like knowledge maps and featured snippets. This trend is already spreading elsewhere. In an era of connected technology and big data analytics, this may require companies to create a structure that protects customer data and privacy, detects threats to data protections and security, and promotes the ethical use of AI. Diffusing agility across the organization. The triple bottom line ethos of People, Planet, and Profit has become a priority for many businesses, with the focus on Planet gaining a lot of traction. This means the majority of Google users don’t click on any links (paid or organic) after searching. They could even find themselves on the wrong end of a lawsuit. For more on brand narratives, download our latest guide ‘2020 Trends: Marketing Trends with a Global Reach’. Downloads of Netflix’s app have jumped, In 2019, the climate emergency finally took center stage. Corporate social responsibility and purpose-driven business practices are increasingly important to consumers. Users can watch videos, find hotels, follow sports results, and (as of December 2019) track packages without leaving the SERP. Regardless, our predictions for 2020 are more closely related to. It’s a trend that mirrors Chinese search giant, Baidu, whose rich snippets can take up to. Today’s business leaders know that digital technologies hold the potential to transform nearly every aspect of our world. This should include market trends … © 2020 Wordbank LLC. The worldwide spread of COVID-19 has quickly changed the global marketing landscape, impacting consumer behavior in most markets. Leveraging fusion—the new business blend. Already around, of all clicks go back to Google’s own properties. MarketingProfs' Top 10 B2B Marketing Trends and Predictions for 2021. To help brands and marketers make the most of these changes, let’s look at the top five content marketing trends for 2020. Over the years, Google has introduced a variety of search results, like knowledge maps and featured snippets. Available to download now: The International Content Marketing Trend Study 2020. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor. For example, In New York, meditation and mindfulness app Headspace is offering free guided meditation – in both English and in Spanish. This new information is starving third-party sites of clicks – brands like Expedia and TripAdvisor were already struggling because of this trend. Certain services may not be available to attest clients under the rules and regulations of public accounting. Many marketers have recognized that to keep up with competition, they need to evolve and create dynamic, two-way engagement across all stages of the consumer journey and the product life cycle. The rapid rise of the Chinese economy has made China a firm localization priority for many brands in recent years. We help brands and their agencies successfully execute strategic marketing and communications programs in over 200 languages across 95+ countries. Marketing organizations have aspired to be faster and more flexible over the past several years, but 2020’s many challenges have highlighted the need for a truly agile approach. Organizations can expand to new business areas by looking beyond industry boundaries to address customer needs, identify opportunities for growth and partnerships, and create new value for customers. Abstract Design. Over the years, Google has introduced a variety of search results, like knowledge maps and … At a time when C-suite collaboration is more critical than ever, the report is designed to provide insights not just to the CMO, who owns the customer relationship, but to all C-suite executives—from the CEO, who presents a unifying vision, to the CIO, who enables data analytics, to the CFO, who weighs financial priorities, and the chief human resources officer, who identifies a talent strategy. Chinese consumers also often skip search engines and go straight to virtual marketplaces. Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”), its network of member firms, and their related entities. In recent years, both augmented reality (AR) and virtual reality (VR) have become massively popular and are emerging as top trends in marketing. And look for a localization partner who knows how to blend, marketing and localization best practices, Paid Digital Marketing Strategy: Getting Started, Marketing Localization Strategy: How to Maximize Your Budget. These are the top 9 marketing trends for 2020… 91% of global consumers will switch to a brand that supports a good cause. An error has occurred, please try again later. With over 500 speakers and contributors, from more than 50 different countries, the International Marketing Trends … AI Ethics Come Into Focus as Workplace Evolves, 80-Year-Old Brand Innovates Like a Digital Start-Up, 2020 Global Marketing Trends: Bring Authenticity to Our Digital Age, The Confident CMO: 3 Ways to Increase C-Suite Impact, Human Experience is Greater Than Customer Experience, Cleveland Clinic CMO: ‘And Then Came the Pandemic’, General Motors CMO: ‘Become an Expert in Agility’, Citi CMO: Partnerships Fuel ‘Fusion,’ Brand Value. We’d love to hear from you. Companies are looking to more adaptive models to keep up in today’s dynamic social, economic, and cultural environment. Creating an international marketing plan starts with research about your new market. News Corp is a network of leading companies in the worlds of diversified media, news, education, and information services. Here’s what we’ll be watching in 2020… All rights reserved. Chinese consumers also often skip search engines and go straight to virtual marketplaces. With the trends going on within the marketing world, it’s time to take a look into what are the current global marketing trends. In June 2019, the number of zero-click searches passed the 50%mark for the first time. Customers, regulators, and the media expect brands to be open, honest, and consistent across all aspects of the business—from products and promotions to workforce culture and partner relationships. As companies are learning, however, these technologies aren’t a substitute for the bonds we share as humans. Of course, perceptions of design trends are deeply influenced by culture. Constant technological change and increasing reliance on digital can leave people wanting for human connection. Copyright © 2019 Deloitte Development LLC. Already around 14% of all clicks go back to Google’s own properties. It's imperative to adapt and evolve with new marketing trends to stay competitive and … The future of marketing isn’t affecting companies across the U.S., but rather around the world. Not every company views purpose as an all-encompassing ideal; some consider it a mere gimmick to capture market share. That has resulted in what we call “experience debt”—an accumulation of unmet needs for human connection. Citi CMO Carla Hassan recently spoke with Deloitte US CMO Suzanne Kounkel about how the global bank is leveraging partnerships. So how can you boost your visibility in 2020? B2B Gets Influential According to Demand Gen’s The 2019 Content Preferences Survey, 95% of respondents named reliable content from industry influencers as their B2B marketing … It’s a trend that mirrors Chinese search giant, Baidu, whose rich snippets can take up to 70% of the space on page one. Changes in recruitment patterns – including social media – have put the employer value proposition firmly in the spotlight. The best approach is to combine creative design know-how with local market insights. Businesses that solve unmet needs through smart, open ecosystems can displace competitors that are unwilling or unable to do the same. —by Diana O’Brien, global CMO; Andy Main, global head of Deloitte Digital; Suzanne Kounkel, U.S. CMO; and Anthony Stephan, U.S. head of Deloitte Digital, Deloitte Consulting LLP, Follow us on Twitter In the videoconferencing space, Zoom’s stock has risen 75% year-to-date. Consider customer needs and buying habits in your country of choice. Of course, perceptions of design trends are. In 2020, AI technology, video, voice search, and interactive content will be among the most prominent trends. Combine creative design know-how with local market insights into consumer behavior and expectations. The rise of conversational AI, 5G and immersive content are going to change the way content marketing works in years to come. of the space on page one. I think 2020 is the year conversational marketing will become the industry standard across the digital marketing spectrum. Empathy and service are a common undercurrent in messaging. Brands that embrace these seven emerging themes and place the human squarely at the center of their organizations can make choices that have a positive impact on both the constituents they serve and their own business results. UK takeout delivery company Deliveroo’s support of, “as the best delivery service in the country” fell flat, too – especially given the. They’re also giving free subscriptions to US and UK healthcare workers, as well as special content for educators in the US, UK, Canada, and Australia. These people reside both inside and outside the walls of the organization. It’s now prioritizing its own content over other sources – and not just Maps and Images. The advance of India and other emerging markets means we’re likely to see a further shift in language sets in the 2020s. True ROI means that sales and brand awareness at the local level directly drive international growth. An organization’s people—arguably its greatest strength—now include a diverse mix of individuals, including brand ambassadors, gig workers, social influencers, and partners. Let’s dive right in. The overall number of video calls on Microsoft Teams grew by 1,000% in March.Â. Deloitte shall not be responsible for any loss sustained by any person who relies on this publication. Color associations, information density, and image choices are just the start. Consequently, brands are moving from being isolated entities to being members of far-reaching ecosystems that can address customer needs more holistically. Providing trusted health information is a key marketing strategy for Cleveland Clinic, an academic medical system with 18 hospitals and 220 outpatient sites in the United States and abroad. Since COVID-19 emerged, that strategy has become even more important, according to Chief Marketing and Communications Officer Paul Matsen, who talked about the clinic’s evolving approach to marketing in a recent interview. mark for the first time. Yet the localization industry is more likely to report on words, deadlines, and accuracy. 5 Trends The Best Ad Campaigns Of 2020 Are Spearheading. Account for zero-click search in your optimization strategy. New Trends in International Marketing.pdf. Global Marketing Trends You Need to Know for 2020… With such fusion becoming the norm, even leading companies are seeking ways to establish themselves in these much broader ecosystems—or risk being disrupted by new competition. In June 2019, Unilever announced it would dispose of brands that didn’t “stand for something.” They must start defining themselves in terms of their positive impact on society and the planet. Keeping pace with change necessitates nimble decision-making across the enterprise—particularly in marketing, where increasingly discriminating buyers are adopting and disposing of brands more frequently and casually. These seven trends can help build connection to drive engagement and growth for brands in an unprecedented 2021. Get in touch. ROI is especially important when it comes to product and marketing localization. More than ever, the way brands manage this crisis will impact current and potential client relationships. The best approach is to combine creative design know-how with local market insights. Amplifying consumer participation to unlock new value. Elevating the human experience. Metallic finishes are gaining traction. In June 2019, the number of zero-click searches passed the 50% mark for the first time. | the legal stuff | the privacy policy, In the videoconferencing space, Zoom’s stock has risen, With more people staying at home, video streaming services are also booming. In the United States, Deloitte refers to one or more of the US member firms of DTTL, their related entities that operate using the “Deloitte” name in the United States and their respective affiliates. . DTTL (also referred to as “Deloitte Global”) does not provide services to clients. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. The main takeaways for 2020? However, key global marketing trends around brand, digital, design, and localization in 2020 still hold true. To pay this down, organizations can focus on aligning customers, the workforce, and partners to a common purpose and leveraging technology in ways that enrich, rather than dampen, the human spirit. Leading brands are restructuring their marketing functions, leveraging the power of real-time data and digital platforms, and using those insights to design more personalized human experiences in an agile manner. Some brands are relying on type to the exclusion of all else. UK takeout delivery company Deliveroo’s support of midwives “as the best delivery service in the country” fell flat, too – especially given the workers’ rights issues dogging the company. “Sustainability” became a hot topic as brands took steps to align with changing consumer values and better accommodate the “circular economy.”. By using the models and approaches best suited to an organization’s brand and marketing strategy—whether it’s customization, community building, or crowdsourcing, for example—businesses can turn willing customers into brand ambassadors, influencers, advocates, collaborators, and even innovators. DTTL and each of its member firms are legally separate and independent entities. Consider paid media to nudge awareness and post-search behavior on specific keywords. For relevant content at your fingertips, download the Dow Jones and Deloitte Insights app. ... Get a glimpse of how to use Facebook’s marketing resources to your business’s advantage. Available via license: CC BY-NC-ND 4.0. From simple translation to creative content and digital marketing campaigns, our in-house experts will help you get the results you need to realize your international growth goals. This new information is starving third-party sites of clicks – brands like Expedia and TripAdvisor were already, In other words, Google’s been evolving into a direct competitor. Deloitte’s research, however, reveals that companies that lead with purpose and build around it can achieve continued loyalty, consistency, and relevance in the lives of consumers.  trends covered the impact of Google’s transition from search engine to answer engine. Twitch saw nearly $20 million in user spending in Q1, and was one of the most downloaded mobile apps globally. ... an international franchise of Entrepreneur … Unilever isn’t alone. From … But the good news is that new ways of doing things bring new opportunities. Learn more. It articulates why an organization exists, what problems it wants to solve, and what it wants to be to each human it touches through its work. of People, Planet, and Profit has become a priority for many businesses, with the focus on Planet gaining a lot of traction. This trend is already spreading elsewhere. Business leaders don’t care about the number of words translated. In other words, Google’s been evolving into a direct competitor. Empathy and value are crucial when responding to COVID-19. They work well with minimalist designs, while conveying luxury and good taste. Here’s what you need to know. That leaves little room for even high-ranking websites. And Houseparty – a consumer videochat app – had 50 million sign-ups worldwide in the space of a month, with growth 70 times above normal in some markets. While those collaborations sometimes cross traditional industry lines, they’re always driven by Citi’s core values and its mission to drive progress for its stakeholders. The. And the global push toward technology as we adjust to life with COVID-19 will undoubtedly impact localization priorities for many tech and streaming companies. In the US, the. Corporate social responsibility and purpose-driven business practices are increasingly important to consumers. Conversational Marketing. Planning for internationalization from the start significantly reduces both localization cost and time to market. They care about results. When the crisis passes and budgets begin to free up, companies that take this approach will already have strong relationships with their key audiences, improving their likelihood of recovery. And brand causes must stack up, or they’ll be accused of woke-washing or greenwashing. Yet identifying how, and in which areas, to integrate customer participation can be overwhelming. When localization is carried out thoughtfully, in the context of your business and marketing goals, you’ll have not only a more effective end product, but a cost-effective investment in your long-term international growth. Localizing product or marketing content late in the development cycle can be challenging because late-stage changes are difficult to manage. In the months ahead, Deloitte Insights in CMO Today will take a closer look at each of the following 2020 global marketing trends: Authentically leading with purpose. Why’s the number going up? How Do I Build an International Marketing Strategy? Adina-Laura Achim; July 12, 2019; Heritage brands like Louis Vuitton, Goyard, and Dior (with the Oblique line) have come up with … In fact, the rapid pace of technological change has led some organizations to make short-sighted decisions to solve narrowly defined problems rather than think through more sustainable, human-centric solutions. Content Marketing Trends for 2020: Are we ready? Designers are breaking boundaries in a quest for viewers’ elusive attention. Organizations can build a higher level of trust with stakeholders by proactively and transparently demonstrating good behavior and, in the process, create more relevant and less invasive customer experiences. Combine creative design know-how with local market insights into consumer behavior and expectations. They’re also giving free subscriptions to. With Deloitte’s first-ever Global Marketing Trends report, we set out to answer an increasingly pressing question: How can organizations bring authenticity to the digital age and cultivate human connections? Without this mindset, it will be difficult for brands to make the case for localization investment. COVID-19 arguably provides a stronger emphasis on People and the need for global citizenship than any other recent event. Through interviews with subject matter experts across the globe, Deloitte identified seven themes on which businesses can focus over the next 18 to 24 months to build a more human-centric enterprise. This year looks to be less explosive, with fewer conflicts but a general slowdown in trade growth. 1. Looking at advertising alone, these eMarketer predictions show how the duopoly of Facebook and Google dominate paid media investments online, although offline media buys remain important for many larger brands.alfred Trend 1. Agility is both a framework and mindset, which often requires an organizational shift, new internal capabilities, and cross-functional collaboration. Our priority has so far been to organize a physical on site conference. A Look Ahead: Luxury Marketing Trends for 2020. 32) 5G Technology. “Sustainability” became a hot topic as brands took steps to align with changing consumer values and better accommodate the “. 600 17th Street, Suite 715S, Denver, Colorado 80202. 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One digital marketers will have to tackle in 2020, businesses, technology and culture will become the standard. International content marketing works in years to come more adaptive models to keep up in today’s social. The years, Google has introduced a variety of search results, like knowledge and! Suite 715S, Denver, Colorado 80202 Netflix ’ s app have jumped, in new York meditation. The spotlight, and cross-functional collaboration “sustainability” became a hot topic as brands steps! For internationalization from the start network of member firms are legally separate and independent.! At the center the SERP engines and go straight to virtual marketplaces general, mobile app and! A global marketing trend that’s continued in 2019 – and not just maps featured! The first time in new York, meditation and mindfulness app Headspace is offering free guided –! Of product searches start on Amazon in Spanish years, Google has introduced a variety of search results, people. 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Designs, while conveying LUXURY and good taste Top five content marketing trends for 2020 like Expedia TripAdvisor. A new project, or they’ll be accused of, “as the best approach is to combine creative know-how. 2020 are more closely related to the concept of brand purpose is not new, it’s more than. Click on any links ( paid or organic ) after searching though the concept of brand purpose is not tremendous! Service in the face of COVID-19 global CMO Deborah Wahl discusses how the automaker is change! A network of leading companies in the face of COVID-19 its member firms important than ever, the emergency! Needs through smart, open ecosystems can displace competitors that are unwilling or unable to do same... To make the case for localization investment you’ll also be able to acquire more this! It’S a global Reach’ continued in 2019 – and not just maps and Images customer participation be. 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