Trends In Digital Marketing

130 TRENDS AND PREDICTIONS 2020

#102. The Rise of Data as a Service

Up to 90% of large organizations are expected to generate some kind of revenue
from data as a service (DaaS) by 2020. Data as a service is a cloud-based
technology that enables customers to access digital files over the internet.
In addition, because high-speed internet is easily accessible to most consumers,
the service is available to a wider audience. The globalization of DaaS will also
help bridge different departments of the same company by offering them the
ability to share data easily and faster. And with that, we will also see an increase
in productivity.
Source: IDC - Analyze the future

130 TRENDS AND PREDICTIONS 2020

#103. The Growth of Augmented Analytics

The Big Data trend of augmented analytics is quickly becoming the dominant
method for 2020. Augmented analytics have revolutionized the paradigm by
combining machine learning and artificial intelligence techniques to create
a new way to create, develop, share, and consume analytics.

Augmented analytics is defined by Gartner in its Magic Quadrant for Analytics
and Business Intelligence Platforms document as “a paradigm that includes
natural and narrative language queries, augmented data preparation,
automated advanced analytics, and visual data discovery capabilities.”
In that same document, they emphasize the importance that augmented
analytics will have in 2020, acting as a driver of business intelligence, data
science and machine learning.

The augmented analytics market is experiencing a time of great growth,
with forecasts going from $8.4 billion globally in 2018 to $18.4 billion in 2023.

The advantages of this technology lie in the ability to automate many
functionalities, such as data preparation, analysis, and modeling. In addition,
it is much easier to interact with the information that is generated.

Source: Markets and Markets

130 TRENDS AND PREDICTIONS 2020

#104. Data Security and Privacy

In 2015, less than 10% of large companies were using backups and snapshots
for more than just data recovery. But by 2020, Data Sci Awards expects that more
than 30% of companies will use these tools to improve security, privacy and
reliability.
Many companies have large volumes of sensitive personal data in their
backups, even if they do not intend to use them. In 2018, 10% of organizations
considered backups and personal data files to be their primary privacy risk; by
2020, this will be the main concern for 70%. Without a doubt, a big data trend to
take into account when choosing products and solutions for the coming years.
Sources: DatSci Awards and CBR Online

#105. The Development of Personal Devices

Mobile devices are being used in a lot of situations: at home, at work, on the
road... At the same time, more and more personal devices are incorporating
technologies such as the Internet of Things or augmented reality.
The result is that by 2020 more than 50% of consumers will expect mobile
interactions to be contextual and hyper-personalized based on past and real-
time user behavior.
Source: STL

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130 TRENDS AND PREDICTIONS 2020

#106. Personal Assistant Technologies

One of the most interesting data trends for 2020 is the technological
advancements and changing consumer habits of personal devices. In
addition to the increasingly powerful presence of voice assistants, like Siri
or Alexa, it is estimated that by the next year about 5% of people over the age
of 65 will have their own personal health care robot. This is a very lucrative
market, so you can expect many new developments in the coming years.
Source: Smithsonian

#107. The Development of Smart Cities

Smart cities involve a need to collect, process and communicate large
amounts of Big Data.
Smart cities will use data to provide medical assistance, nursing and
prevention, personalized citizen-focused marketing campaigns, and more.
DatSci Awards predicts that 30% of smart cities will have robots and smart
machines in their medical facilities by 2020.
Available data analytics applications and solutions enable the Internet of
Things to to deliver a good user experience to residents and improve their
quality of life.
Source: DatSci Awards

130 TRENDS AND PREDICTIONS 2020

#108. Automated Business Content Management

By 2020, it is estimated that 95% of image and video content will be analyzed
by machines. This market is expected to reach $59.87 billion.
In all likelihood, this 95% of content will never be analyzed by a human. Instead,
the machine will use data analytics to provide detailed reports that support the
company’s digital initiatives. And from these reports, companies will be able to
spot opportunities in mobile, social and cloud technology.
Source: PR Newswire

#109. Machine Learning and the Cloud

Cloud storage has become a popular means of securely storing digital
files. Currently, 30% of cloud providers are using third-party solutions, i.e.
infrastructure as a service (IaaS). By 2022, this figure is estimated to be 60% of
suppliers.
Another prediction for 2020 suggests that large cloud service providers, such as
Microsoft, Apple, and Google, will use cloud-based machine learning to acquire
20% of the data science platform market.
Source: DatSci Awards

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130 TRENDS AND PREDICTIONS 2020

#110. Conversational Analytics and Natural
Language Processing

The latest big data trend for 2020 is natural language and voice processing, as
it is estimated to account for 50% of data analysis requests.
This will make analytics systems easier to use and available to everyone in
the company through a simple search system, increasing the productivity
of the entire organization.
Sources: Cyberclick and Gartner

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130 TRENDS AND PREDICTIONS 2020

WEB DESIGN &
USER EXPERIENCE (UX)

In the coming years we will see many advances in web design and UX (user
experience) based on the current needs of the market, where the central axis
of everything is the user.

#111. Three-Dimensional, Real-Time,
Context-Based Apps

Peter Smart, Global Head of Product Design for Fantasy, unveiled the brand’s
newest launch, the new Royal Caribbean app.

It has smooth navigation and it doesn’t operate in the typical form of screens
1, 2, 3. Instead, it works as a whole, where objects work in the same way they
would in the real world.

The app features 3D drawings for each ships in the fleet, real-time location,
weather data by zone, the color of the sea changes depending on the ocean
you’re sailing in, the tones change depending on the day or night, and there is
even an “Uber” for mojitos that delivers a drink to you anywhere on the boat
after just one tap on the button.

The bottom line is that this 2020 UX trend is about creating experiences that
have a greater impact on the user.

Source: Fantasy and Cyberclick

130 TRENDS AND PREDICTIONS 2020

#112. Inclusive Design and Design Based on
Diversity

Designing for everyone is a challenge and can put your imagination to test.
It involves coming up with new inclusive ideas and learning about diversity
and the unique challenges faced by different groups.
An example of an inclusive website design is one that includes multiple
forms of contact. Instead of only being able to contact via phone, there
should also be an email option. Error alerts should not only be auditory, but
visual as well.
Some tips to make the digital experience more inclusive includes:

• Using titles and subtitles
• One idea per paragraph
• Short sentences, between 7 and 10 words
• Use lists
• Use images and graphics to visually translate the content
• Shorten the content
• Use blank space
• Include a glossary for specialized terms
Source: VPRO and Cyberclick

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130 TRENDS AND PREDICTIONS 2020

#113. How to Design the Banks of the Future

BBVA has focused on defining the role of banks in the future: what
relationships will be generated, what will be the impact on the business and
what needs they will have.

Designers have a role as a nexus between different teams. Technology
should be a facilitator for relationships and should aim for commitment and
customer satisfaction.

Five conclusions are:

• Design is meaningful

• Design is systemic

• Design is business; good design has to have a clear impact on the
business

• Design is change

• Design is action

Sources: Experience Fighters 2019 and Cyberclick

#114. Design Adapted to Cultural Values

Companies will begin adapting corporate design to the cultural values of
people and brands. This 2020 design trend should take into account:

• Creativity: Challenge the conventional. Take divergent and unusual
positions. Let the designer become a creative force.

• Execution orientation: Understand by doing. Think with your hands
and your body. Let the designer become a pragmatic force.

• Diversity: Simplify the complicated. Alight visions and increase
cooperation. Let the designer become an inclusive force.

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130 TRENDS AND PREDICTIONS 2020

• Empathy: Try to understand other points of view. Represent absent
voices. Let the designer become a social force.

This raises the question of how can multinational companies adapt their
designs to multiple cultural values, without losing their essence? Designers
should think about where and how they can add value. They must generate,
defend and incorporate a sense of work into their design. You have to design
with an intention.
Source: Cyberclick

#115. Simplifying Design and More User Control

Users make decisions in two ways: by intuition (the most common way) or by
analysis.
People do not make decisions rationally, and we are all easily influenced.
Humans are also terrible at assessing value, and can be lazy and prejudiced.
So, how can we make design take all of these factors into account?

• Make things easy for people and reduce options. The more options
there are, the more difficult it is to make a decision.

• Give the user a sense of control
• Set an anchor (offer price)
• Have predetermined options (filters)
Source: Cyberclick

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130 TRENDS AND PREDICTIONS 2020

#116. Design Sprint

Design Sprint is a methodology that allows you to create prototypes and
validate ideas with end users quickly, in order to define the roadmap of a
product in 5 phases.

This method was created by Google Ventures in 2010, having studied
hundreds of User Research and Design Thinking strategies. Design Thinking
brings together the most effective ideas and proposes a way of working that
allows you to launch early and have a successful product.

Phases are carried out in 4-5 days and are:

1. Understand. The idea of this phase is for the whole team to fully
understand the challenge posed by the customer.

2. Propose. As you’re clear about the challenge, you need to start
focusing on solutions quickly and launch various designs or
prototypes to solve the challenge.

3. Decide. Vote the best prototype or design among all proposals.

4. Create. You’re just going to build or design what you’re going to test.

5. Validate. It consists of seeing users interact with the prototype or
design.

In such a changing world where speed and effectiveness take precedence,
this way of working will be a trend within design and UX teams. Have you
tried working with the Design Sprint methodology?

Source: ByBardo

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130 TRENDS AND PREDICTIONS 2020

#117. Gradients

If you only associate gradients with Power Points from the 90s, then it’s time to
change your thinking!
Gradients have made a comeback, though this time as dynamic gradients.
Gradients give a bit of depth and dynamism to flat designs. In 2020 dynamic
gradients will continue to take over the internet, at least for a while.
Facebook has already dipped its toe into gradients, with its new corporate logo.
This logo is not for the social network, but for the company and matrix of all the
platforms that make up the Facebook World.
Sources: Callibree and Facebook

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130 TRENDS AND PREDICTIONS 2020

#118. UX Copywriter

Often, an interface can fail for something as simple as the copy it uses. To
avoid this problem, companies have started to use UX Copywriters. These
are experts who analyze which word corresponds to each place of the
website. They’re necessary, because they go beyond the simple button that
says “book now” or “click here”.
In 2020 the entire content strategy, in addition to functional texts and calls
to action will be monitored by the UX Copywriter.
Source: Proun

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130 TRENDS AND PREDICTIONS 2020

ECOMMERCE

#119. Re-commerce

Second-hand e-commerce stores are also called re-commerces. Online stores
for used products have never grown so much as they are in 2020.
According to data collected with Thredup, re-commerces are about to take off in
the next 4 years. From $28 billion in profits in 2019 to $51 billion in 2023.
The most prominent reasons for this growth are due to three reasons:

• Greater social awareness of sustainability.
• The opportunity to get products of a certain price for less money.
• The need to keep fashion products and other industries as a trend.
Source: Thredup

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130 TRENDS AND PREDICTIONS 2020

#120. PWA for Ecommerces

The progressive web app is a type of mobile site that looks and feels like a
native mobile app.
Platforms such as Twitter and Google are already using PWA technology.
This trend is expected to be embraced by the most popular ecommerces on
the market worldwide.
For example, Aliexpress has found great success in pioneering the use of
PWAs in ecommerce.
Source: Coredna

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130 TRENDS AND PREDICTIONS 2020

#121. Ecommerces with Dynamic Prices

By 2020 we will need to adopt technologies and strategies to help us turn our
static prices into dynamic prices. This means adapting to the reality of the
market in real time.
The goal is to achieve the ideal optimal price at all times, using Big Data. You
will have to access competitors’ prices, market demand and the perception of
the value of your products. Thus, with this information you can process and
analyze it in order to offer prices in real time, leading to a higher sales and
profit ratio.
Source: Retail Dive

#122. Drone Deliveries Will Finally Arrive

This trend has been talked about and talked about for a long time, but it is
expected to be a reality in 2020.
Luke Fernandez of Wikibuy explains that most large companies (Amazon, UPS,
Dominos, etc.) will start experimenting with deliveries using drone technology.
By 2020, it is expected that 2.6 billion commercial operations will be facilitated
through drones, and that 80% of packages sold by Amazon could potentially be
transported using drones.
What are the benefits? Packages could be delivered in an average of 30 minutes,
and the price of the cost of delivery would be reduced to 1$. This could save 50
million dollars in costs for courier companies.
Although, there are some barriers: Air regulations for air deliveries using
drones, poor battery durability of these devices and inclement weather. We’ll
keep our eye on these 5 companies (Amazon Prime, UPS, Uber Eats, Swoop
Aero and Alphabet) in 2020, as they begin to test their drone services.
Source: Wikibuy

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130 TRENDS AND PREDICTIONS 2020

#123. D2C: The Focus on Direct to Consumer

Companies like Away or Quill are using the “direct-to-consumer” model to
thrive in their respective industries.
The classic retail model was that the company produced the product,
then passed it to the wholesaler, then the distributor, then reached the
physical store and from there to the consumer. In contrast, the D2C (direct-
to-consumer) model is committed to favouring new technologies and
ecommerce, and to directly empower production companies.
D2C is when the production company that manufactures and/or provides
the service directly puts it up for sale on the internet using their own online
store or other marketplaces. This removes multiple steps from the previous
process and allows brands to make their price more competitive.
Amazon, eBay and Aliexpress are enhancing this new model.
Source: Kreoweb

130 TRENDS AND PREDICTIONS 2020

#124. Smart Speakers Will Be Ecommerce’s
Newest Ally

Virtual assistants will be the alliest of ecommerce stores, allowing users to
buy directly from the speaker. For example, Alexa users can make Amazon
purchases, if they give the necessary permissions.
Examples:

• Consumer: Alexa, I need a new USB type-C cable for my macbook pro.
• Alexa: Hello! I have 20 options, with these prices...
• Consumer: I want the option that is worth 9.90 euros. Send it to my work

address.
According to eMarketer data, in 2019 there were 39.3 million millennials in the
United States who routinely use voice assistants (9.77% more than in 2018), 17.2
million Generation X (almost 3% more than the previous year) and 10.1 million
Baby boomers (2% more).
Source: eMarketer

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130 TRENDS AND PREDICTIONS 2020

#125. Cloud Services for Ecommerce

Implementation of cloud services is the main engine of opportunity for
retail companies around the world. An example is the Google Cloud Platform
(GCP) service that enables stores to grow globally by integrating retail
software solutions into a centralized platform, providing real-time insights
and predictive analytics to help drive operational excellence and help create
unique experiences for buyers. On the other hand, Shrink Management as
a Service (SMaaS) cloud services will enable predictive analysis and loss-
easing thanks to a 24/7 remote connection and monitoring that offers
merchants optimal protection.

Source: eShow Magazine

#126. Search Engines are Being Replaced by
Marketplaces

Until recently, search engines were the absolute leaders for product or
service inquiries. This has now changed: 55% of Americans have started
searching directly for products on Amazon. Amazon contains 44% of U.S.
ecommerces and 4% of retail sales.

According to Forrester, more than 50% of online purchases are made from
the world’s leading marketplaces: Amazon, Alibaba, JD.com and eBay. This
figure is expected to increase to 67% by 2022.

This trend is on the rise because it helps us understand that in the digital
environment there is only one constant: everything is always in continuous
change and evolution.

Source: Pixel Productions Inc. and Forrest Research

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130 TRENDS AND PREDICTIONS 2020

OOH DIGITAL ADVERTISING

#127. Growth in OOH Advertising

Out of Home digital advertising continues to grow along with digital advertising
in the online environment. Outdoor ads on billboards, stadiums, festivals, and
means of transport have already reached record levels. According to Statista,
global investments in OOH will amount to $38.6 billion by 2020.
Although this technology is in its take-off stages, advances will continue as
technology vendors connect data to the inventory source.
Tests are already being done so that digital outdoor advertising is personalized.
This means recognizing our phones (if for example, they have the bluetooth
connection open) and seeing ads designed specifically for you, which will be
different for the person walks by 5 minutes later.
With continuous developments, this is a new ad channel that you don’t want
to lose sight of.
Source: Statista

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130 TRENDS AND PREDICTIONS 2020

#128. 3D Holographic Images

What new OOH techniques can marketers invent to help people pay
attention to their messages in 2020? 3D holographic images are the answer.
Hypervsn, for example, has created 3D holographic images from a device
made up of four sheets covered with LED lights. Thus, when the device
rotates, it creates a 3D image that looks like a higher quality version than the
Star Wars holograms.
Source: Forbes

#129. Creating and Delivering Peer-to-Peer Ads

Fence advertising used to be the domain of just a select few operators.
However, the industry has become democratized as digital signage makes
it easier to serve ads from web-based platforms. These connect digital
billboard operators with potential advertisers.
For example, a company called Adomni has created an OHH advertising
market for ad creation, delivery, and audience analysis. Advertisers can
choose from more than 50,000 screens spread across different locations.
This way, an ad can be on the market in a few minutes.
The goal is to facilitate the distribution of advertising, personalization and
reach like-minded audiences, depending on the time and location of the
OOH screen.
Source: Forbes

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130 TRENDS AND PREDICTIONS 2020

#130. OOH Controlled via Mobile and Mobile Apps

By integrating scannable QR codes for consumers, a brand can not only take
advantage of this strategy, but also gain user data and more easily understand
what the interaction with the Out Of Home ad was like. We expect to see this
trend in 2020, along with many of the others that complete this ebook written
by Cyberclick.
Source: Informa BTL

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