PR and Marketing Trends 2020
Monday, November 18, 2019
As we move forward into 2020, here are the public relations (PR) and marketing trends Convé expects to see:
Now more than ever, data is available to inform the decisions of brands and dictate where and when energy and resources should be spent. Additionally, PR and marketing teams now have the ability to track the success of a campaign and deliver clear results. Companies need to be able to trust that their PR team’s outreach is effective and in line with an overall strategy, not just checking the boxes of well-worn tactics.
Every day, more than 4.4 million blog posts are published. Each minute, over 300 hours of video are uploaded to YouTube and 474,000 tweets are sent. Those are just three examples of the inundation of content people can access. The difference between contributing to the noise or making an impact lies in having a strategy, knowing your target audience, and producing well-thought-out content for a specific goal.
As data becomes more granular, we’ll see an increase in hyper-focused campaigns with an emphasis on audience personalization. The reach of these campaigns may not be as widespread as formerly seen, but it won’t matter. We’ll be exchanging wide-reach for niche-reach, delivering content and engaging with hyper-relevant audiences.
Storytelling & Responsive Content
One of the biggest buzzwords in business is storytelling, and that’s not going to change anytime soon. People are deluged with content every minute of every day. The pieces that stick with us are the ones that tell a story and paint a larger picture. In 2020, we’ll begin to see a rise in responsive content: content that gives users the ability to interact and explore information in a way that connects with them as an individual. Bright Cellars is a good example of how an interactive quiz tailored to an individual resonates far more than an article about why their wine is the best, or a list of products on a webpage.
Video and Visual Content
In addition to the explosive growth of YouTube over the past few years, most social networking websites have evolved to allow their users the capability to create, share, and watch videos. According to one study, U.S. adults spend nearly 6 hours every day watching video content.
Businesses who aren’t communicating with their audience through video are missing out on a huge opportunity. Whether an ad, social media story, or sponsoring an influencer on YouTube, brands need to find ways to establish their presents through video. Live videos, especially, have become important as audiences are more skeptical of the scripted, corporate film. Producing live is seen as a more authentic connection, since audiences are watching in real-time.
Additionally, as media outlets consolidate or go online, pitching video content has become a new way to create connections for our clients. Delivering a fully-formed story ready for digital consumption saves a reporter time and provides audiences with news in a format they already prefer.
Larger businesses are beginning to saturate the market, making it harder for smaller brands to get recognition. However, large brands recognize the power of partnering with local stores or individuals to establish care for their audience base.
“Sneakers are adorned with designs from unknown artists. Brands are tapping lettering masters to draw their in-store signs. The mixture of big and small adds authenticity where corporate stagnation could reign, imbuing new life to the marketing of products that feels fresh and alive.” – Melissa Kanel, Little Word Studio.
Another form of partnerships lies in influencers. Since influencer audiences are more dialed into a specific focus, brands have an opportunity to get in front of people who are already within the sphere the brand is trying to influence. To that end, an influencer with 30,000 followers might have more of an impact for a business than a media outlet with 300,000 followers, because of the quality of the audience. Be careful in choosing an influencer, though, as followers can often be bought.
Voice and Listening
Over 100 million Amazon Alexa devices have been purchased, and the rise of the intelligent AI assistant has increased the need for voice-search optimized content. Not only should organizations optimize their resources to be found through a web browser, but it also needs to be found through voice-activated devices.
Podcasts have resurged as well, given an audience’s capability to multi-task while listening to and consuming information. Many people have started producing podcasts; however, few are doing it really well. There is an opportunity to partner with the ones who are doing it well, or – if it makes sense with the overall outreach plan – produce your own.
Have Strong Values
2020 is an election year, and the opportunities for brands to take a political stance will be abundant. While only last year a study came out saying that 66 percent of consumers believed it was important for brands to take a public stance on political issues, a new survey found that more than half its respondents agreed that too many brands use societal issues as a marketing ploy.
So, what’s the takeaway? Be authentic and stick to company values. While some demographics may celebrate a brand taking a stance, it can isolate other audiences. Brands should, to the best of their abilities, avoid taking a side and instead focus on spreading messages that align with the company’s mission and vision. This conveys strong values while also avoiding controversy.
Change is constant in the field of public relations and marketing, but the desire to make meaningful connections with target audiences is one trend that will never go away. Contact us if you’d like to talk about your outreach strategy in 2020.