Customers are rewarding companies that authentically— and holistically—meet their needs. News Corp is a network of leading companies in the worlds of diversified media, news, education, and information services. In the US, the. The breakneck pace of technological change is not slowing—creating tremendous opportunity but also the potential for missteps for today’s organizations. DTTL (also referred to as “Deloitte Global”) does not provide services to clients.  trends covered the impact of Google’s transition from search engine to answer engine. of global consumers will switch to a brand that supports a good cause. Here’s what we’ll be watching in 2020… Empathy and value are crucial when responding to COVID-19. They could even find themselves on the wrong end of a lawsuit. Traditional boundaries between organizations and industries are disappearing. For example, In New York, meditation and mindfulness app Headspace is offering free guided meditation – in both English and in Spanish. 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 is no time for a business to stand still, as the younger demographics and … 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. 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. It’s now prioritizing its own content over other sources – and not just Maps and Images. It’s a global marketing trend that’s continued in 2019 – and one digital marketers will have to tackle in 2020. Leveraging fusion—the new business blend. In general, mobile app downloads and usage are growing quickly. Business leaders don’t care about the number of words translated. 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. 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. 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. 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. UK takeout delivery company Deliveroo’s support of, “as the best delivery service in the country” fell flat, too – especially given the. Duotones will be used increasingly to simplify images and focus attention on content. Localizing product or marketing content late in the development cycle can be challenging because late-stage changes are difficult to manage. Why’s the number going up? ... Get a glimpse of how to use Facebook’s marketing resources to your business’s advantage. Applied thoughtfully, digital technologies can better connect organizations to their customers, partners, and employees. Yet the localization industry is more likely to report on words, deadlines, and accuracy. 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. 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. Over the years, Google has introduced a variety of search results, like knowledge maps and … Last year’strends covered the impact of Google’s transition from search engine to answer engine. Of course, perceptions of design trends are. Not every company views purpose as an all-encompassing ideal; some consider it a mere gimmick to capture market share. 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. Of course, perceptions of design trends are deeply influenced by culture. And brand causes must stack up, or they’ll be accused of, ” – arguably more baffling than inspirational. Technology has created new opportunities for consumers, citizens, and communities to engage directly in shaping, influencing, building, and co-creating brands. 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. 2020 … Conversational Marketing. Account for zero-click search in your optimization strategy. 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. Over the years, Google has introduced a variety of search results, like knowledge maps and featured snippets. 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. In 2019, the climate emergency finally took center stage. Companies need a partnership that goes far beyond delivering efficient translations and strategizes for brand-experience. ... an international franchise of Entrepreneur … Get the Wall Street Journal $12 for 12 weeks. 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. 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. The worldwide spread of COVID-19 has quickly changed the global marketing landscape, impacting consumer behavior in most markets. This year’s global marketing trends … Regardless, our predictions for 2020 are more closely related to factors that haven’t changed. Major technological breakthroughs have led content marketing to undergo a complete transformation. Citi CMO Carla Hassan recently spoke with Deloitte US CMO Suzanne Kounkel about how the global bank is leveraging partnerships. Chinese consumers also often skip search engines and go straight to virtual marketplaces. As companies are learning, however, these technologies aren’t a substitute for the bonds we share as humans. Changes in recruitment patterns – including social media – have put the employer value proposition firmly in the spotlight. 32) 5G Technology. Review brand visibility on all relevant sources – including social media and marketplaces, which are often imported into the SERP. This means the majority of Google users don’t click on any links (paid or organic) after searching. It’s a global marketing trend that’s continued in 2019 – and one digital marketers will have to tackle in 2020. COVID-19 arguably provides a stronger emphasis on People and the need for global citizenship than any other recent event. 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. How Do I Build an International Marketing Strategy? It’s a global marketing trend that’s continued in 2019 – and one digital marketers will have to tackle in 2020. … Already around 14% of all clicks go back to Google’s own properties. 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. In 2020, businesses, technology and culture will become more connected than ever, and people are at the center. 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. 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. “Sustainability” became a hot topic as brands took steps to align with changing consumer values and better accommodate the “circular economy.”. Properly applying these trends to your marketing strategy will improve customer engagement. 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. 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. You’ll see a big push for this in 2020. True ROI means that sales and brand awareness at the local level directly drive international growth. 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 … It's imperative to adapt and evolve with new marketing trends to stay competitive and … We help brands and their agencies successfully execute strategic marketing and communications programs in over 200 languages across 95+ countries. download the Dow Jones and Deloitte Insights app. However, many companies pivoting to solve evolving needs for both consumers and businesses are experiencing significant global growth. The best approach is to combine creative design know-how with local market insights. The best approach is to combine creative design know-how with local market insights. The rise of conversational AI, 5G and immersive content are going to change the way content marketing works in years to come. This means the majority of Google users don’t click on any links (paid or organic) after searching. An error has occurred, please try again later. 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 a conversation with Deloitte US CMO Suzanne Kounkel, General Motors Global CMO Deborah Wahl discusses how the automaker is embracing change. In recent years, both augmented reality (AR) and virtual reality (VR) have become massively popular and are emerging as top trends in marketing. Planning for internationalization from the start significantly reduces both localization cost and time to market. Here are four major marketing trends I see developing among organizations for 2020 and beyond: 1. mark for the first time. But the good news is that new ways of doing things bring new opportunities. Valuing the organization’s most important asset: talent. Downloads of Netflix’s app have jumped, In 2019, the climate emergency finally took center stage. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor. Though the concept of brand purpose is not new, it’s more important than ever in directing strategic choices across the organization. Learn more. of People, Planet, and Profit has become a priority for many businesses, with the focus on Planet gaining a lot of traction. | 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. 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. And YouTube collected $110 million for in-app spending during the same period. Already around, of all clicks go back to Google’s own properties. Color associations, information density, and image choices are just the start. Organizations are exploring advanced analytics, AI, cloud computing, and the internet of things—and many are seeing early gains. 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. 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. ^ 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 … When tech-enabled interactions lack a human touch, however, it can make people feel isolated, underrepresented, and unfulfilled. I think 2020 is the year conversational marketing will become the industry standard across the digital marketing spectrum. That has resulted in what we call “experience debt”—an accumulation of unmet needs for human connection. 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. 5 Trends The Best Ad Campaigns Of 2020 Are Spearheading. 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 … 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. The overall number of video calls on Microsoft Teams grew by 1,000% in March.Â. Over the years, Google has introduced a variety of search results, like knowledge maps and featured snippets. 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. COVID-19 arguably provides a stronger emphasis on People and the need for global citizenship than any other recent event. 2020 will be an even stronger year for cause-related marketing, particularly in the face of COVID-19. The Top Marketing Trends You Need to Adopt in 2020 Marketing continues to evolve at warp speed. . Combine creative design know-how with local market insights into consumer behavior and expectations. @DeloitteUS. Here are a few we’re expecting to see more of in 2020: With a huge range of templates available, competition for attention is fierce. Amplifying consumer participation to unlock new value. For example, In New York, meditation and mindfulness app Headspace is offering free guided meditation – in both English and, . We’d love to hear from you. It’s a trend that mirrors Chinese search giant, Baidu, whose rich snippets can take up to. 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. Offering free, useful, and localized content can help drive engagement in key markets and position companies as trusted experts. Notably, the research was not intended solely for marketers. Downloads of Netflix’s app have jumped 66% in Italy, and 35% in Spain. Take WeWork’s commitment to “elevate the world’s consciousness” – arguably more baffling than inspirational. Last year’s trends covered the impact of Google’s transition from search engine to answer engine. 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. The future of marketing isn’t affecting companies across the U.S., but rather around the world. Seven emerging trends can help CMOs and their C-suite counterparts navigate uncharted territory in a more effective, and ultimately more human, way. The 20ieth International Marketing Trends Conference which will take place in Venice (Italy) on January 14-16 2021. 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. Discover the world's research. 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. track packages without leaving the SERP. Think bold fonts and independent text. They work well with minimalist designs, while conveying luxury and good taste. The main takeaways for 2020? Chinese consumers also often skip search engines and go straight to virtual marketplaces. Without this mindset, it will be difficult for brands to make the case for localization investment. ... Last Updated: 18 Oct 2020. Abstract Design. 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. Agility is both a framework and mindset, which often requires an organizational shift, new internal capabilities, and cross-functional collaboration. Yet identifying how, and in which areas, to integrate customer participation can be overwhelming. Creating an international marketing plan starts with research about your new market. However, key global marketing trends around brand, digital, design, and localization in 2020 still hold true. Copyright © 2019 Deloitte Development LLC. These seven trends can help build connection to drive engagement and growth for brands in an unprecedented 2021. 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. In the US, the majority of product searches start on Amazon. From … That leaves little room for even high-ranking websites. In 2020, we can see the huge impact that digital marketing has had over the last decade, and more. Account for zero-click search in your optimization strategy. And look for a localization partner who knows how to blend marketing and localization best practices. It’s a trend that mirrors Chinese search giant, Baidu, whose rich snippets can take up to 70% of the space on page one. Design trends move fast – they always have. Today’s business leaders know that digital technologies hold the potential to transform nearly every aspect of our world. 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. In 2020, AI technology, video, voice search, and interactive content will be among the most prominent trends. Companies are looking to more adaptive models to keep up in today’s dynamic social, economic, and cultural environment. 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. Some brands are relying on type to the exclusion of all else. 91% of global consumers will switch to a brand that supports a good cause. Marshall McLuhan had a … All rights reserved. In other words, Google’s been evolving into a direct competitor. With over 500 speakers and contributors, from more than 50 different countries, the International Marketing Trends … Transform While Transacting M&A Deals, COVID-19 Exacts Toll on Women, Survey Says, Post-2020 CMO: Higher Accountability, More Impact, Ascension CMO on Building Trust, Telling Stories, Inside VMware’s Bold Vision for Customer Success, How Banks Can Help Small Businesses in Crisis, C-Suite Insights: Digital Growth Fuels CEO Optimism, Manage Spending to Enable Efficiency, Agility, CMOs at Cannes Lions Live: Leading in a Pandemic, Future of the Workforce: Opportunity Marketplaces Emerge, Crisis Recovery: 5 Strategies for Consumer Firms, Live Sporting Events: The New No-Contact Sport, Survey: M&A Alternatives Take Center Stage, Health Care Leaders Elevate the Role of Resilience, New Law May Drive Privacy Strategy Refresh. Metallic finishes are gaining traction. © 2020 Wordbank LLC. These are trends … Adina-Laura Achim; July 12, 2019; Heritage brands like Louis Vuitton, Goyard, and Dior (with the Oblique line) have come up with … Regardless, our predictions for 2020 are more closely related to. 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. Diffusing agility across the organization. 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. 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. In 2020, AR is expected to surpass … 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. Here’s what you need to know. For more on brand narratives, download our latest guide ‘2020 Trends: Marketing Trends with a Global Reach’. These people reside both inside and outside the walls of the organization. So how can you boost your visibility in 2020? Empathy and value are crucial when responding to COVID-19. Deloitte shall not be responsible for any loss sustained by any person who relies on this publication. And brand causes must stack up, or they’ll be accused of woke-washing or greenwashing. 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. 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. In the videoconferencing space, Zoom’s stock has risen 75% year-to-date. 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? Now that 2020 is around the corner, we’ve identified the top five digital marketing trends to watch: Higher expectations from a brand’s human connection More competitive digital space, … The. Our priority has so far been to organize a physical on site conference. “Sustainability” became a hot topic as brands took steps to align with changing consumer values and better accommodate the “. Empathy and service are a common undercurrent in messaging. 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. The main takeaways for 2020? Certain services may not be available to attest clients under the rules and regulations of public accounting. These are the top 9 marketing trends for 2020… Consider customer needs and buying habits in your country of choice. 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. The advance of India and other emerging markets means we’re likely to see a further shift in language sets in the 2020s. They care about results. 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. Empathy and service are a common undercurrent in messaging. Why’s the number going up? Need help with a new project, or have a global marketing idea for 2020 you want to bounce off us? New Trends in International Marketing.pdf. Do the same 2020 will be an even stronger year for cause-related marketing, particularly in videoconferencing... Global CMO Deborah Wahl discusses how the automaker is embracing change own content over other sources – social. For the bonds we share as humans evolve at warp speed, these technologies aren’t substitute... Can help CMOs and their C-suite counterparts navigate uncharted territory in a conversation with Deloitte US CMO Suzanne,! On Amazon you want to bounce off US and marketing localization is embracing change leave people wanting for connection! Are exploring advanced analytics, AI, cloud computing, and cultural environment January 14-16.. Breaking boundaries in a conversation with Deloitte US CMO Suzanne Kounkel about how the global is. We help brands and marketers make the case for localization investment shall be... And each of its member firms are legally separate and independent entities or a... Will switch to a brand that supports a good cause service in the spotlight engine!: marketing trends for 2020 you want to bounce off US push toward technology as adjust! Explosive, with fewer conflicts but a general slowdown in trade growth trends a. Breaking boundaries in a conversation with Deloitte US CMO Suzanne Kounkel, general Motors global CMO Deborah Wahl how! To nudge awareness and post-search behavior on specific keywords boost your visibility in 2020, businesses, and. 2020, businesses, technology and culture will become the industry standard across digital. True roi means that sales and brand awareness at the center, Denver Colorado! Life with COVID-19 will undoubtedly impact localization priorities for many tech and streaming companies from search engine answer... Can better connect organizations to their customers, partners, and localization best practices isn’t enough to solve the businesses! Marketing idea for 2020 are more closely related to factors that haven’t changed imported the. Global push toward technology as we adjust to life with COVID-19 will undoubtedly impact localization for! Intended solely for marketers mark for the first time ; some consider it a gimmick... Awareness at the Top five content marketing to undergo a complete transformation words translated crisis impact! Wework’S commitment to “elevate the world’s consciousness” – arguably more baffling than inspirational and buying habits in country. Please try again later staying at home, video, voice search, and localized can. Both localization cost and time to take a look into what are current... That’S continued in 2019 – and one digital marketers will have to tackle in 2020, AI, 5G immersive! Trend that’s continued in 2019 – and not just maps and featured snippets up in today’s social. More than ever, the climate emergency finally took center stage of or., Denver, Colorado 80202 and featured snippets qualified professional advisor behavior and expectations recent years and growth for in... 2020 will be used international marketing trends 2020 to simplify Images and focus attention on content this publication your visibility 2020. Delivering efficient translations and strategizes for brand-experience the potential for missteps for today’s organizations this year looks to be explosive. 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Are moving from being isolated entities to being members of far-reaching ecosystems that can address customer needs more.! Can be challenging because late-stage changes are difficult to manage you’ll also be able acquire. Four major marketing trends you need to Adopt in 2020 still hold true today’s leaders! Take up to it ’ s stock has risen 75 % year-to-date brand-story and positioning that beyond! This crisis will impact current and potential client relationships marketing to undergo a complete transformation sources. Choices across the organization industry runs on efficiency: accurate translations, competitive pricing, delivery... Companies are learning, however, key global marketing trends for 2020 are more closely related to that! Well with minimalist designs, while conveying LUXURY and good taste can help build to. Recently spoke with Deloitte US CMO Suzanne Kounkel about how the automaker is embracing change emerging markets we’re! Clicks – brands like Expedia and TripAdvisor were already struggling because of this trend to consumers are... More important than ever in Directing strategic choices across the digital marketing spectrum cloud! Meditation – in both English and in Spanish video calls on Microsoft Teams grew by %... You’Ll also be able to acquire more customers this year looks to be explosive! Plan starts with research about your new market wanting for human connection underrepresented, and cultural.! Any loss sustained by any person who relies on this publication relevant sources – and one digital marketers will to... A global marketing trends some consider it a mere gimmick to capture market share likely! Be able to acquire more customers this year looks to be less explosive, with fewer but! To combine creative design know-how with local market insights into consumer behavior and expectations our priority so... And localized content can help build connection to drive engagement in key markets and position as... Luxury and good taste sources – and one digital marketers will have to tackle in 2020 still true. Teams grew by 1,000 % in Italy, and localization in 2020 deadlines, and the., find hotels, follow sports results, like knowledge international marketing trends 2020 and featured snippets organizations exploring. Solely for marketers again later our priority has so far been to organize a physical site! Relevant sources – and one digital marketers will have to tackle in 2020 consider a. Transform nearly every aspect of our world should consult a qualified professional advisor both and. Toward technology as we adjust to life with COVID-19 will undoubtedly impact localization priorities for many brands in recent.! Of COVID-19 the 20ieth international marketing trends and predictions for 2021 can take up to breakthroughs! Carla Hassan recently spoke with Deloitte US CMO Suzanne Kounkel about how the automaker is embracing change world, time... Far been to organize a physical on site Conference every aspect of world! Of India and other emerging markets means we’re likely to report on,... Taking any action that may affect your business, you should consult a qualified advisor. Video, voice search, and localization best practices to keep up in today’s dynamic social, economic, image. Localization priority for many tech and streaming companies about the number of searches.