Trends In Digital Marketing

130 TRENDS AND PREDICTIONS 2020

Authors

David Tomás Laia Cardona Sol González

CEO & Cofounder of Communication & Front-end Developer
Cyberclick Marketing Strategist at and Graphic Designer at

Cyberclick Cyberclick

Berta Ventura Chantal India Sofía Smolko Enric Llonch

Social Ads Specialist at Social Ads Specialist at Social Ads Specialist at Video Marketing

Cyberclick Cyberclick Cyberclick Strategist at Cyberclick

Nerea Boada Marina Sala Pep Canals Pere Munar

Digital Marketing Inbound Marketing Data Scientist at Data Scientist at
Cyberclick Cyberclick
Strategist at Cyberclick Strategist at Cyberclick

130 TRENDS AND PREDICTIONS 2020

Index

1. Digital Marketing Trends................................................................................................ 5
2. Social Media Trends.......................................................................................................... 15
3. Video Marketing Trends................................................................................................. 29
4. Email Marketing Trends................................................................................................. 41
5. Programmatic Advertising Trends............................................................................ 51
6. Native Advertising and Branded Content Trends............................................. 57
7. Content Marketing Trends............................................................................................ 63
8. Inbound Marketing Trends............................................................................................ 71
9. SEO Trends............................................................................................................................. 83
10. SEM Trends............................................................................................................................. 91
11. Data and Analytics Trends............................................................................................. 99
12. Web Design and User Experience (UX) Trends................................................... 109
13. Ecommerce Trends........................................................................................................... 119
14. OOH Trends........................................................................................................................... 127

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130 TRENDS AND PREDICTIONS 2020

DIGITAL MARKETING

#1. Advertising for Voice Searches

We mentioned this as a trend in our 2019 trends e-book, but it in 2020 it will be a
reality. Voice search engines are in almost all of our homes via Amazon’s Alexa
and Echo, Google’s Home and Assistant, Apple’s Siri, and Microsoft’s Cortana.
In 2018 alone, more than 1 billion voice searches were carried out every month.
And it is predicted that by 2020, 30% of navigation sessions will be conducted
without a screen.
Marketers are beginning to recognize the power of voice searches and are
continuing to evolve their marketing practices to position well for voice
searches. Using a conversational tone in your written content (think words
like what, when, how, who) will help maximize voice searches SEO.
You can establish a unique advertising brand voice that will encourage listeners
to immediately recognize your brand. Headspace has mastered this strategy,
using the voice of Andy Puddicombe, the co-founder, in his ads and app.
Source: Cyberclick

#2. Mobile Advertising Continues to Increase

An estimated $93 billion dollars were invested in mobile ads in 2019. This
means $20 billion more were invested in mobile than in television. Mobile
advertising has already reached a whopping 63% of total spending on digital
advertising. Companies will be allocating significantly more resources
towards creating ads for mobile platforms. This includes immersive 360º
content, vertical videos, and video content with fewer breaks.

Source: eMarketer and Marketing Drive

#3. Shoppable Posts

Social networks have become an integral part of digital marketing,
especially in the retail industry. Naturally, the next logical step is the
ability to shop on them.

It is an excellent opportunity for e-commerces and brands, and many
already use this function on Instagram, since business accounts can
posts photos that allow consumers to shop directly from the posts.

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130 TRENDS AND PREDICTIONS 2020

We predict that this will become a reality on the other social platforms.
On Instagram and Facebook, you can label the products of your store or
catalog in photos and videos. When people see your tagged products in
posts, they can click on those tags and then buy them. It is important to
ensure that you have added the products to your Facebook/Instagram
store.
You can tag a maximum of 30 items. We recommend that you only label
products that appear in your photos and videos so that the posts are still
relevant to your customers.
Source: Facebook and Forbes

#4. Virtual and Augmented Reality

In recent years, both augmented reality and virtual reality have become
massively popular and are emerging as one of the great trends in digital
marketing.

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130 TRENDS AND PREDICTIONS 2020

In 2020, we expect that augmented reality will end up being more popular
than virtual reality.
Several companies have already started using augmented reality. Ikea
launched its app, Ikea Place, which allows you to “test” how different furniture
or objects would look in your home.
Source: Forbes

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130 TRENDS AND PREDICTIONS 2020

#5. Interactive Content

Buyers are constantly on the hunt for new experiences and they want more
interactivity. In fact, 91% of consumers prefer visual and interactive content
over traditional formats, according to the Content Preferences Survey. This is
because:
• Interactive content is different and new, so it stands out above the others
• This type of content keeps visitors on the page longer
• Is has a high virality potential, and increases brand awareness
• It generates more engagement because users enjoy it more than other

content
Sources: Forbes and Demand Gen

#6. Advergames

Game Advertisements, or Advergames, are a new marketing and
communication tool centered around quick video games. They can be fully
adapted to your brand, or can just feature your brand subtly.
The goal of advergames is not just to sell your product or brand, but to entertain
the user. This method is a unique way to advertise your product or brand, and it
helps to generate loyalty with the consumer.
Source: Cyberclick and Medium

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130 TRENDS AND PREDICTIONS 2020

#7. Integrated Campaigns

Integrated campaigns use multiple forms of deployment in a single
campaign. For example, a video can be the center of a campaign that also
uses a website, a digital book, digital radio or podcasting ads, and a social
media ad campaign.
You can deploy multiple integrated marketing actions, using a single piece
of content.
An example is Serialify, an app that offers new ways to interact with live
series. This is a product trend that many companies are beginning to hop on.
Serialify is still in its beginning phases, and it will be interesting to analyze
its development throughout 2020.
Source: Cyberclick and Sempo

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130 TRENDS AND PREDICTIONS 2020

8# Storyscaping

For decades, brands have used storytelling as a way to connect with potential
customers and communicate their values. This is still a very effective
technique, but we’re starting to see its natural evolution: storyscaping, a new
way of creating corporate stories that captivate and influence.
The concept of storyscaping started in 2014 when Gaston Legorburu and
Darren McColl released Storyscaping: Stop Creating Ads, Start Creating Worlds.
In their words, storyscaping consists of “an environment of emotional and
transactional experiences where each connection inspires interaction with
others, so that the brand becomes part of the consumer’s history. Storyscaping
is based on the principle that we are trying to effectively connect companies
(brands) with people (consumers).”
Another way to see storyscaping is that the mission or the “why” of the
brand, together with the wishes and needs of the customers and the product
(connected through shared experiences and value), give rise to the customer’s
“hero’s journey”, in which the product forms an important part of their story.
Even though this concept was created 6 years ago, we are just now starting to
see its implementation in digital marketing strategies.
Source: Cyberclick

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130 TRENDS AND PREDICTIONS 2020

9# Viraljacking

The concept of viraljacking is a concept that we created in Cyberclick, as an
evolution of newsjacking.
Newsjacking is a technique that is based on creating content that is highly
relevant to your company, product, or service while also related to topical
news.
Instead, viraljacking seeks first to identify content that is viral on social
media, and then transform and adapt them to your own brand. You must join
existing viral conversations, and then create related and relevant content.
You can join a current conversation or even past formulas, that you know
work among your audience.
Source: Cyberclick

#10. Conversion Rate Optimization (CRO)

This inbound marketing trend is based on improving the ability to encourage
customers or leads to perform a specific action. The CRO is closely linked
to data-based marketing, as it uses the analysis of what is happening to
determine how to improve metrics.
The CRO helps identify and solve possible critical points and conversion
problems on a website. The objective is to improve the conversion rate by
introducing a series of simple changes in the key locations.
Source: Dragon Blogger

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130 TRENDS AND PREDICTIONS 2020

SOCIAL MEDIA

Social networks are probably the most widely used platforms today by market-
ers and advertisers due to the ability to access such large communities and
potential audiences.

#11. Transparency of Data on Facebook

In an effort to resume their commitment to transparency about the storage and
sharing of user information, Facebook is expanding their “Why am I seeing this?”
feature.
Now, if a user clicks on this button now, they will see a variety of information:
• Why they are viewing a particular promoted post (for example, because it

comes from a group they joined)
• The information that has the greatest influence on the order of the posts
• Shortcuts to personalization settings, such as “View First” or “Unfollow”
By clicking on “Why am I seeing this?” in an ad, the user will be able to see infor-
mation about basic demographic details, interests, visits to websites, and data
such as when the advertiser uploaded the information or if the brand worked
with an agency. In this way, the network aspires to create more transparent
advertising.

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130 TRENDS AND PREDICTIONS 2020

Additionally, Facebook has added several new tools focused on improving
transparency and the control of data:

• Ad Library, which allows users to see how much money political parties
and social organizations invest in advertising, as well as the active ads
of any brand or company.

• Page Transparency, a new section that can be viewed on all pages. It
shows the page’s creation date, the main countries in which it is man-
aged, the number of people who manage the page in each country, the
previous name changes of the page and all page mergers that have oc-
curred as of September 8, 2018.

Activity Outside of Facebook: Although this functionality already existed,
it received some important updates in late August 2019. In this section, you
can find third-party websites and apps that collect information via pixels . It
also now allows users to erase their history or not allow Facebook to use it
to personalize the advertising displayed by Facebook, Instagram and Mes-
senger.

Source: Cyberclick and Facebook

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130 TRENDS AND PREDICTIONS 2020

#12. Messaging services for companies with
Messenger, WhatsApp, and Instagram

Facebook has focused on improving messaging services for companies
through its social networks Messenger, WhatsApp, and Instagram. The goal
is that brands can offer better communication and customer service through
these three applications, since it’s estimated that poor customer service is
responsible for losing $75 million a year.
We can already find examples of large companies using these messaging
platforms as their main communication system. For example, Vodafone
Germany already manages 62% of its customer service conversations through
WhatsApp.
Source: Cyberclick

#13. Transparency on Instagram

Following its parent company’s lead, Instagram is also focusing on increasing
transparency. Some of these actions include:
• The removal of the “followed” section, where users could view the activity

of the other users they followed.
• Conducting tests in which the number of likes a post received was hidden

from followers. Users could still see how many likes their own posts
received, the number was just no longer publicly displayed. These tests have
occurred in Australia, Brazil, Canada, Ireland, Italy, Japan, New Zealand, and
the United States.
• Removing basic functions (follow, like, comment) of detected fraudulent use.
Some actions that can be seen as fraudulent use include using automation
to buy followers, bots to follow/unfollow, excessive use of hashtags, and an
excessive number of comments.
Source: Cyberclick

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130 TRENDS AND PREDICTIONS 2020

#14. Threads: The New Instagram App

Threads is an app from Instagram that allows users to communicate and
share images with your Close Friends lists. But it goes way beyond that.

As soon as you open the application, the camera is automatically turned
on so that users can instantly take a picture or video and share it. Users
can only share with their predetermined Close Friends list, a list they can
make on Instagram or on Threads. They will then receive the photo or video
as a private message on Instagram (even if they don’t have Threads). For
now, you can only send photos or videos taken in the moment, not from the
gallery.

There has been a bit of controversy around the app due to its “automatic
tracking” of users’ activities at every moment. User’s status updates will be
created based on their geographic location. Therefore you will know if the
person you are following is at work, the gym, home, etc.

The app is now available for free for IOS and Android. You must have an
Instagram account to use it.

Source: Cyberclick YouTube Channel

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130 TRENDS AND PREDICTIONS 2020

#15. Branded Content on Facebook and Instagram

Branded content as we currently know it is going to change in 2020. With the
new branded content feature on Facebook and Instagram, any content posted
by an influencer will be labeled by a mark, allowing users to clearly understand
the relationship between the influencer and the brand.
Branded content can also be promoted, but since there is now an established
relationship, the brand can carry out the promotion even if the content was
published on the influencer’s networks.
Another advance that we know is coming for next year is the ability to directly
shop and buy a brand’s product from an influencer’s post.
Source: Cyberclick

#16. Augmented Reality in Facebook Ads

This function is still in the testing phase, but we can anticipate to see the first
results in early 2020. An example of an AR ad could be “trying” out a product
using the camera feature. This form of advertising will open up a whole new
world of possibilities!
Source: Cyberclick

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130 TRENDS AND PREDICTIONS 2020

#17. Purchasing of Advertising Spaces in Videos
on Facebook

At Facebook’s Agency Day in Madrid, it was clear that video is king. In 2019,
the display time of videos increased by 14x, prompting Facebook to invest a
large number of resources into this format.

In 2020 they will begin to carry out beta tests for the purchasing of video
advertising spaces, in the style of conventional media. You can buy a
single ad space or reservation buying. Advertisers will be able to buy space
in certain content (such as videos of a specific program) or by category
of content (for example, fashion videos.) For markers who advertise on
Facebook, this option allows an improvement in the relationship with their
audience, not only through segmentation but through the content itself.

Source: Cyberclick

#18. New locations for Facebook and Instagram
Ads

In 2020 advertisers will have more options for ad placement, since two new
ad spaces were added on Facebook and Instagram in 2019.

• On Facebook, ads can now show up in Facebook Search.

• On Instagram, ads can now show in the Explore tab, however, this is only
limited to organic content.

Currently, neither location can be used exclusively for ads. They must be
used with other Feed spaces. It will be interesting to see how this develops
in the coming months.

Source: Cyberclick

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130 TRENDS AND PREDICTIONS 2020

#19. The Migration of Advertising Investment from
Facebook to Instagram

Instagram is becoming an increasingly interesting platform for advertisers, to
the point of becoming one of the trends to follow in 2020.
According to Socialbakers, in 2019 spending on Instagram advertising grew
while the investment in Facebook decreased. Instagram’s higher engagement
levels is a direct contributor to the shift.
During the last year, permanent Instagram posts reached more impressions
per post than Stories. Despite this, the number of brands that used Stories
quadrupled last year, with an increased investment of 213%.
Source: Mehzaad Mulam, LinkedIn

#20. Integration of Talent Insights on LinkedIn

LinkedIn has 645 million users in more than 200 countries. At their annual
conference LinkedIn Talent Connect, they introduced the integration of Talent
Insights. This information product will feature data on 20 million companies
and more than 20 million job postings, with a renewed experience in LinkedIn
Recruiter & Jobs.
Thus, when you click on the Talent Insights Report tab in Recruiter & Jobs, the
Talent Insights market data will appear. This became available in the late fall
of 2019.
Source: Muy Computer Pro

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130 TRENDS AND PREDICTIONS 2020

#21. Recruiter: The New LinkedIn App

The new LinkedIn app, Recruiter, can send notifications in real-time when a
job seeker responds to a message you sent.
This new app also incorporates a revamped candidate search experience,
with new filters and keywords. Recruiters can now review candidate profiles
or add them to existing projects, all from their phones. They can also review
lists of recommended candidates made up of those they’ve decided to save,
hide, or contact.
Source: LinkedIn

#22. Talent Hub LinkedIn

Another new feature presented at their annual event is the Talent Hub. It
is a job applicant tracking solution that collects data from the Recruiter,
Employment, and the Apply with LinkedIn (Simple Application) functions.
Its objective is to solve the contracting problems that SMEs face. Talent
Hub will offer several tools, among which is a system of recording and
integrations with third-party screening services.
Source: Muy Computer Pro

130 TRENDS AND PREDICTIONS 2020

#23. Improved Engagement Features on LinkedIn

1. Tag other users in uploaded photos: Since mid-2019, LinkedIn users have
had the ability to tag their contacts, or even other users whom they are not
directly connected with, in uploaded photos. This helps to increase the
scope of the post. There is a limit of 30 tags per photo.

2. React in various ways to posts: Clearly inspired by Facebook, LinkedIn now
allows users to react with 5 different emojis: like, celebrate, love, insightful,
or curious. This is great news for companies that do content marketing on
LinkedIn, as it will allow them to more accurately measure the impact of
their posts on users.

3. Send videos through private message: According to LinkedIn, videos
generate 20 times more interest and shares than any other type of post.
In addition to already being able to post public videos, users can now send
videos privately through private messages.

4. Improve the usability of the app: LinkedIn has developed a more usable
mobile application, making it easier for users to post from the app. To
expedite this process, a banner has been incorporated into the bottom of
the screen with a “+” icon in the center position, a design clearly inspired by
Instagram.

5. Improve visibility on group and hashtag posts: Another improvement
in LinkedIn’s usability has been the increased visibility of posts from
groups and hashtags that a user follows. Previously they used to be in the
background, but now they are more accessible with just one click. In this
way, users can access information of interest easier, which in theory should
contribute to increasing the time they spend on the platform.

6. Share professional documents: Since LinkedIn’s inception, users have
been asking for ways to share presentations and professional documents.
The time has finally come! Users can now share documents, PowerPoint
presentations, or PDFs, both on their page and in their groups.

Source: Cyberclick

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130 TRENDS AND PREDICTIONS 2020

24# LinkedIn Elevate

Improve your influence by sharing smart content. Now, with LinkedIn
Elevate, it is very easy to discover and share content selected by experts
from your company.

This new platform starts with the premise that people rely much more on
corporate information that is shared by the employees of an organization
than by the CEO (although this is a generalization, not a rule). Often times,
other employees perceive their counterpart’s information as more authentic
than their leadership’s information.

Based on this knowledge, LinkedIn introduced this new tool that will make
it easier for companies to share business information on social networks
such as LinkedIn and Twitter. Additionally, they will be able to measure the
impact of these posts.

Source: Cinco Dias - El País

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130 TRENDS AND PREDICTIONS 2020

25# LinkedIn Live

After the success of Live Video on Facebook and Instagram, LinkedIn has also
developed real-time video functionality. According to Pete Davis, the director
of product management at LinkedIn, it was the most requested and anticipated
feature of the platform.
It was launched in early 2019 in the United States and is still in the testing
phase. We estimate that by 2020 it will be available for all pages and accounts.
Source: Techcrunch

#26. Increased Segmentation Tools for LinkedIn
Ads

LinkedIn is the perfect platform for B2B advertisers, as it allows them to reach
users within a professional environment. Today, it has exclusive segmentation
tools, related to their users’ experience and professional interests.
As seen in the October 2019 update, they added advanced segmentation tools
that allow Boolean logic to create more accurate and relevant audiences.
Additionally, they are investing time and resources in making this tool more
powerful, and we expect to see it frequently in 2020.
Source: LinkedIn

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130 TRENDS AND PREDICTIONS 2020

#27. Advertising on Tik Tok

Tik Tok is the talk of the town in terms of social media marketing. The
network has managed to reach no less than 500 million users in a short
amount of time… and if you’re not in the right age bracket you may have
never even heard of it!
In October 2019 Tik Tok managed to outperform Facebook, Instagram,
YouTube, and Snapchat in the number of monthly downloads.
It has recently begun to incorporate advertising options, making this
platform one of the best options for reaching the Gen Z target. If you want
to learn more about Tik Tok and how to use it for your brand, check out our
recent blog post.
Source: Cyberclick

#28. Advertising on Pinterest

In March 2019 we saw one of the biggest news in social media advertising of
recent times: Pinterest Ads arrived in Spain! Such ads have been available
for years in the United States, and since last year in France.
Because of the particularities of the social network, advertising on Pinterest
has more in common with SEM than with traditional social ads. And as
always, when a new platform appears, it’s up to marketers to investigate how
it works and how we can apply it to our brands.
Source: Cyberclick

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130 TRENDS AND PREDICTIONS 2020

VIDEO MARKETING

Video has revolutionized the way we consume content. It illustrates information
in a much more interactive, visual, and entertaining way, making information
much more digestible and engaging for the user. Additionally, videos are a
natural storytelling format, and they are more effective for persuasion and
advertising.
Video is clearly millennials’ favorite form of content. According to a Hubspot
study, 96% of consumers aged between 18-34 watch videos several times
throughout the week, and 75% of millennials watch at least one daily video.
The same Hubspot study also found that videos are helping with brand
engagement and sales. Videos are influencing consumer buying decisions. In
fact, 64% of consumers claim that marketing videos have had weight in their
purchasing decisions.
Some interesting facts about videos:
• More than 8 billion videos are viewed on Facebook every day.
• The videos ads on Instagram Stories can increase the impact of ads, purchase

intent, message association, and CTR.
• Sponsored videos on Instagram generate 3x more comments than sponsored

photos.

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130 TRENDS AND PREDICTIONS 2020

#29. Live streaming

Live videos allow users to feel like they are directly interacting with the
person or brand hosting the video. This feeling of closeness encourages
engagement as they expect their questions or comments to be answered in
real time.
Companies can use live videos to publicize:
• New products
• Demonstrate products
• Webinars
• Q&A Sessions
• Interviews
• Live Visits
Additionally, it is a simple and free format that does not require editing or
post-production work.
More social platforms and networks now support live video streaming, like
Instagram Live, Facebook Live, YouTube Live, and most recently, LinkedIn.
Source: Cyberclick

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130 TRENDS AND PREDICTIONS 2020

#30. Video Podcast

A video podcast, or video cast, is simply a podcast that is also recorded on
video. Video podcasts allow listeners to see what happens during the recording
of the show and give a face to the voices they hear. This format creates a new
level of closeness to the brand, and it allows your audience to better connect
with the hosts.
In addition, it is a way to spread out content. For example, in addition to the
podcast being hosted as normal, you can also post the transcription on your
blog, the video on your YouTube account, and short video clips on your social
media. Video podcasts allow the medium to exist in more than just one field.
Source: Cyberclick

Example Video Podcast with our Spanish Podcast, Lunes Inspiradores

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130 TRENDS AND PREDICTIONS 2020

#31. Video E-Learning

It can be argued that video tutorials and DIY videos are the origin of the video
boom we’re in now. Tutorials and explanatory videos are highly sought after
content, which can position your brand as an expert, while giving value to
your users. They can take several forms, from user generated content posted
to YouTube, or professional eLearning videos posted by your company to
sites like Skillshare or Udemy.
Source: Cyberclick

#32. Video Vlogging for Companies

Vlogging is a popular video trend we see today, especially on YouTube.
Companies can use vlogging to bring viewers closer to their brand, and
show their company in a more human way that viewers can connect with.

Vlogging is the best way to humanize your brand because you’re letting the
user take a behind the scenes look at your team, routines, and values. You
can show them a new product launch, how you prepare for an event, or even
what a typical day in the office looks like. This is also a great value for your
company’s HR team.

Source: Cyberclick

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130 TRENDS AND PREDICTIONS 2020

#33. Shoppable Video

With the success of using shoppable photos, the next logical progression is now
shoppable videos. Consumers will start using videos as a direct way to make
purchases and be redirected to product pages. On shoppable videos, users will
be able to click on a hyperlink and go directly to the online shopping process.
Source: Cyberclick

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130 TRENDS AND PREDICTIONS 2020

#34. 360º Virtual Reality

360 degree videos are videos like no other. They let users consume content
in an immersive, interactive, and real way. It is increasingly being used in
innovative video marketing strategies and we suspect it will only continue
to grow.
These types of videos are especially interesting for travel and event brands.
National Geographic is an example of a brand who is successfully using this
video format.
Source: Cyberclick

#35. Growth of Augmented Reality Campaigns

Augmented reality has been around for a few years now, making it more
accessible for marketers to use in their social media video campaigns.
Campaigns using augmented reality are immersive and interactive, leading
to an improved user experience and a higher CTR.

Additionally, augmented reality videos can be especially useful for
companies in the retail space, because customers can virtually “try” products.
For example, using augmented reality a customer can see how a new pair
of glasses would fit their face, or how a new sofa would look in their living
room.

Source: Cyberclick

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130 TRENDS AND PREDICTIONS 2020

#36. Video Advertising Continues to Grow
(Video Ads)

Video ads are a win-win, since not only are they cheap to make but they also
generate more engagement than photos alone. This means we can expect to
see more companies incorporate video ads into their marketing plans, as well
as post on more video-oriented platforms.
Particularly, Gen Z is a big fan of video advertisements. They represent almost
a third of the world’s population and consume 68 videos on average per day.
Digital video advertising has grown during 2019. In fact, advertisers are
expected to invest $20 billion in mobile video, an investment that has increased
considerably if we compare the figures with 2015, which were around $2 billion.
Source: Cyberclick

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130 TRENDS AND PREDICTIONS 2020

#37. Greater Commitment to the UGC (User
Generated Content)

Users tend to rely more on the opinions of other users than on the brands
themselves. This means brands should encourage their fans and audiences
to produce content and generate engagement within the brand’s own
communities. UGC is beneficial because its trustworthy and does not
involve any type of investment. According to Adweek, 76% of users prefer to
rely more on content shared by other customers than brands.

Some UGC tips:

• When you find valuable content generated by users, share it on social
networks. This will increase your visibility and enhance engagement.

• “Unboxing” and “review” videos are some of the best videos for your
products, since they provide an objective and trustworthy evaluation to
potential customers who are likely considering buying your product.

A great example is Toyota, who increased consumer participation by 440%
with UGC.

Source: Cyberclick and Adweek

130 TRENDS AND PREDICTIONS 2020

#38. 3D Photo Advertising Applications

In 2019, Facebook introduced a feature that allows users to post 3D photos on
their feeds. This content is easy to create and very funny, providing a fun new
medium for advertisers.
Right now, 3D photos are a general trend. We expect that they will evolve into a
digital video advertising trend in 2020. In fact, many companies have already
started to try them.
These ads are not limited to Facebook. Using the same technology, marketing
specialists have developed a quick and easy way for advertisers to also recreate
the 3D photos.
Source: Pocket-Lint

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#39. Animated Videos

In 2019, Wyzowl’s Video Marketing Statistics reminded us just how much
potential video ads have:
• 94% of marketers claim that videos help consumers understand the

product or service of a brand
• 84% say they help increase web traffic
• 81% confirm that it helps lead generation
• 80% of marketing professionals believe that videos improve the time

users spend on a website
This potential isn’t just found in live-action videos. Animated videos are just
as powerful as live-action videos. According to Doxee, the three superpowers
of animated videos are:
• Storytelling: They allow us to transport ourselves to imaginary worlds
• Explanation: You can more clearly explain complex topics to consumers
• Personalization: Related to the real needs of the viewers
Source: Doxee and Wyzowl

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EMAIL MARKETING

Email marketing is one of the most traditional forms of marketing, but that
doesn’t mean it’s no longer an effective method.

In this section, we’ll analyze trends in email marketing, like subscription
experiences, inbox functionalities, deliverability, email design, code
possibilities, the panorama of technology providers and much more.

#40. Content Modules and Targeting Model

• Cross-Media Channel: The emergence of tools such as Facebook Custom
Audience or Google Customer Match (although it has limitations) allow us
to reach more consumers through different channels and develop a more
sophisticated view of our audiences. Twitter and LinkedIn also allow you to
create this type of audience. Thanks to the expansion of these new services,
incomplete customer profiles will gradually become something of the past.

• Machine Learning and Deliverability: In order to offer a one-to-one
experience, today’s algorithms can help us identify what content to offer
to each of our contacts and when. Now that we have more information
than ever, we can apply and optimize static models that incorporate cross-
information from different channels, both email and behavior on the
destination site. So we can deliver content that implies that we know the
expectations of the user, showing content and new products that you like.

• Visibility: Tools, such as Tableau, allow us to visualize information in new
ways. They take advantage of the emergence of intelligence platforms for
cloud-based companies and allow you to add data that comes from multiple
sources. So we can see which channels or media are impacting more on
the performance of a specific email and detect opportunities to optimize
the content and the medium. In addition, going one step further, we can
improve the sophistication of the tools at our disposal, with the challenge
of improving the approval processes of final creatives. Encouraging the
end customer to approve the content by modules, and not a complete
creativity, and focusing on new models of targeting, rather than audience
segmentation.

Source: David Tomás, CEO of Cyberclick and Morgan Stewart, CEO of Trendline
Interactive.

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130 TRENDS AND PREDICTIONS 2020

#41. Context Will Shape the Subscriber’s Experience

Can you imagine having an inbox in your email that offers you what you need
at exactly the right time?
For example, imagine it is 1:45pm on a Sunday and your favorite team is
playing. At the top of your inbox, there is an email from ESPN with an overview
of the game and the latest results. Then, in the afternoon, around 5pm, you
leave home to go to your favorite supermarket chain. In your inbox, emails
with discounts for that store appears at the top of the page.
This is what would happen when email platforms or providers deliver based on
information related to user behavior, geolocation, and preferences. The email
reader uses contextual clues to offer the best emails at every moment of the
day. It is true that there is a creepy aspect to this, but users are generally willing
to voluntarily share data if they then receive an incredible customer service or
experience.
A reality like this is already beginning to blossom, with Gmail’s Priority Inbox,
Outlook’s Clutter feature, and Google Now, etc., but the technology behind these
email reading platforms need more improvement. Eventually, we’ll see emails
being delivered based on contextual factors and not just arbitrarily delivering
emails based on “the latest.”
Source: Daniel Burstein, director of the editorial content of MarketingSherpa.
Study “Email Marketing in 2020.”

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130 TRENDS AND PREDICTIONS 2020

#42. Millennials and Big Data will Shape the
Future of Email

First, millennials and their real-time use of communications will greatly
influence the frequency of email, making them more functional in real-time.
This new generational audience will encourage reduced response times and
will consume messages faster in the form of content.

Second, the use of Big Data to create emails will be increasingly extended.
This is due to the influence of millennials, who are not as hesitant as
previous generations in allowing their private data be used to improve their
experience with brands. Communication expectations are more aligned
with the expectations of the digital experience.

Source: Ryan Phelan, Vice President of Marketing Insights Adestra

#43. The New Generation of Email Automation:
Focusing on Content

In the past, automation used to be very time focused. Email automation
should not only revolve around time, but also on the delivery of the correct
content.

In 2020, email automation will be focused on content. Emails should be
customized on a large scale using artificial intelligence to trigger emails. An
example includes highly personalized texts, such as using AI elements to
write the subject individually in each email of the campaign.

Source: Tim Watson, email marketing consultant at Zettasphere.

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130 TRENDS AND PREDICTIONS 2020

#44. In-Email Purchases

Marketers specialized in email marketing believe it will be possible for
personalized shopping experiences to become a reality, based on the habits
and preferences of each subscriber in your database.
In fact, we think that the ability to make purchases directly from email is
closer to becoming a reality. The same way many social networks have
integrated shopping options within their platforms, email will soon be able to
host purchases without having to leave the format.
Source: Tom Klein, Vice President of Marketing at Mailchimp.

130 TRENDS AND PREDICTIONS 2020

#45. New Level of Opt-In: Permission to Track

Transparency and value will be a prerequisite for future emails.

Currently, marketers are able to track all the actions carried out by recipients
of the emails, allowing them to understand how consumers behave with
their brand. For example, we can know what content they like, if an issue
has worked out, what is the opening or click rate, etc. And many times the
consumer is not aware of the knowledge being gathered.

In order to send emails, marketers must get explicit consent. But, maybe in
the future we should also ask permission to be able to track their behavior
and save their behavioral data history, allowing further customization of
content.

Source: Andrew Bonar, founder of Deliverability Ltd. Study “Email Marketing
in 2020”

130 TRENDS AND PREDICTIONS 2020

#46. SVOC (single view of the customer) and IoT
Related Email Challenges

1. Emails will be used for warning messages and will be part of the Internet of
Things landscape. Think of emails that will alert you when someone starts up
your car or enters the house.
2. New metrics will emerge from this new IoT reality and will become important
in reports.
3. Less than 15% of emails are read on a computer. We must keep in mind that
notifications may be received on different types of devices: tablet, mobile,
among others.
4. Apart from creating a textual version of the warning email, we must create
“short messages” that adapt to devices that go beyond mobile phones, such as
wearables.
5. Consumer interactions that occur through an email, branded app, or the
device that generates the message (such as your fridge) can lead the user to a
website.
6. Creating an email message will be easier, using for example HTML code.
7. The HTML text and subject can have the ability to change, even after
sending the email.
8. Online purchases can be made directly from an email, using the fingerprint
readers on our devices.
9. Inboxes will rearrange promotional emails, depending on our interest,
making it easier to find a promotion to redeem in the store.
10. You can reply and read messages from your email using voice commands.
Source: Cara Olson, Director of Direct Marketing and eCRM at DEG. Study “Email
Marketing in 2020”

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130 TRENDS AND PREDICTIONS 2020

#47. CTA and Subject: The Most Important Part
of the Email

Consumers are increasingly reading emails more and more from their
phones. These small screens have changed the way we read, and now
marketers must redesign the emails they send. In 2020 messages should be
short and feature a prominent call-to-action and engaging subject line.
Source: Dan Denney, Front-End Developer at Code School. Study “Email
Marketing in 2020”

48# Promotabs de Gmail

Google has traditionally divided its Gmail inbox into 5 tabs:
• Main
• Social
• Promotions
• Notifications
• Forums

Why?
If we look at figures from different sources, we can see that marketers
currently have a lot of competition in the world of emailing:

• According to Statista, 2.9 billion people use email in 2019. And
according to the same study, 320 billion emails will be sent a day in
2021 (Currently, the rate is 293 billion)

• Additionally, the company Radicali has figured that the users send
and receive an average of 122 business emails a day.

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130 TRENDS AND PREDICTIONS 2020

Google’s idea to solve this problem may turn out to be brilliant; Marketers will
be able to send their emails directly to the “Promotions” tab in Gmail.
In addition, there is the option of “Emails annotation.” This annotation will allow
you to highlight promotional emails within the corresponding tab. Embedding
a rich code in the mail will allow you to highlight images, logos, promotional
codes, expiration dates, offers, and much more in the preview.
Source: Google and TapMail
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