Combine creative design know-how with local market insights into consumer behavior and expectations. For more on brand narratives, download our latest guide â2020 Trends: Marketing Trends with a Global Reachâ. Think featured snippets, CTR optimization, and the Google knowledge graph. An organizationâs peopleâarguably its greatest strengthânow include a diverse mix of individuals, including brand ambassadors, gig workers, social influencers, and partners. Businesses that solve unmet needs through smart, open ecosystems can displace competitors that are unwilling or unable to do the same. 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. Itâs a global marketing trend thatâs continued in 2019 â and one digital marketers will have to tackle in 2020. In June 2019, the number of zero-click searches passed the. In a conversation with Deloitte US CMO Suzanne Kounkel, General Motors Global CMO Deborah Wahl discusses how the automaker is embracing change. With such fusion becoming the norm, even leading companies are seeking ways to establish themselves in these much broader ecosystemsâor risk being disrupted by new competition. Offering free, useful, and localized content can help drive engagement in key markets and position companies as trusted experts.  trends covered the impact of Googleâs transition from search engine to answer engine. With Deloitteâs 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? Corporate social responsibility and purpose-driven business practices are increasingly important to consumers. Conclusion I know a lot of the stuff I mentioned above isnât talked about a lot and they arenât popular marketing topics that everyone wants to hear⦠but it is the future. Global Key Trends 2020 Whatâs Next in technology often focuses on the obvious: speed, size and cost â but what we seem to forget is that people shape tomorrowâs technology. Global Marketing Trends You Need to Know for 2020⦠These people reside both inside and outside the walls of the organization. Discover the world's research. So how can you boost your visibility in 2020? Technology has created new opportunities for consumers, citizens, and communities to engage directly in shaping, influencing, building, and co-creating brands. Consider paid media to nudge awareness and post-search behavior on specific keywords. Account for zero-click search in your optimization strategy. The worldwide spread of COVID-19 has quickly changed the global marketing landscape, impacting consumer behavior in most markets. In 2020, AI technology, video, voice search, and interactive content will be among the most prominent trends. An error has occurred, please try again later. Our priority has so far been to organize a physical on site conference. 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. Certain services may not be available to attest clients under the rules and regulations of public accounting. That has resulted in what we call âexperience debtââan accumulation of unmet needs for human connection. This should include market trends ⦠Color associations, information density, and image choices are just the start. True ROI means that sales and brand awareness at the local level directly drive international growth. Leading brands are restructuring their marketing functions, leveraging the power of real-time data and digital platforms, and using those insights to design more personalized human experiences in an agile manner. And brand causes must stack up, or theyâll be accused of, â â arguably more baffling than inspirational. The best approach is to combine creative design know-how with local market insights. 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. 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 ⦠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. Hereâs what weâll be watching in 2020⦠Copyright © 2019 Deloitte Development LLC. Itâs now prioritizing its own content over other sources â and not just Maps and Images. Itâs now prioritizing its own content over other sources â and not just Maps and Images. Empathy and value are crucial when responding to COVID-19. Metallic finishes are gaining traction. Todayâs business leaders know that digital technologies hold the potential to transform nearly every aspect of our world. Theyâre also giving free subscriptions to US and UK healthcare workers, as well as special content for educators in the US, UK, Canada, and Australia. This year looks to be less explosive, with fewer conflicts but a general slowdown in trade growth. Review brand visibility on all relevant sources â including social media and marketplaces, which are often imported into the SERP. 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. When localization is carried out thoughtfully, in the context of your business and marketing goals, youâll have not only a more effective end product, but a cost-effective investment in your long-term international growth. The main takeaways for 2020? Abstract Design. Planning for internationalization from the start significantly reduces both localization cost and time to market. Yet the localization industry is more likely to report on words, deadlines, and accuracy. Properly applying these trends to your marketing strategy will improve customer engagement. 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 executivesâfrom 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. Letâs dive right in. The localization industry runs on efficiency: accurate translations, competitive pricing, on-time delivery. What will it take to succeed in the future of marketing? The rapid rise of the Chinese economy has made China a firm localization priority for many brands in recent years. Optimize relevant content for zero-click searchers. Though the concept of brand purpose is not new, itâs more important than ever in directing strategic choices across the organization. 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. COVID-19 arguably provides a stronger emphasis on People and the need for global citizenship than any other recent event. In 2020, AR is expected to surpass ⦠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. Applied thoughtfully, digital technologies can better connect organizations to their customers, partners, and employees. Here are four major marketing trends I see developing among organizations for 2020 and beyond: 1. The. 91% of global consumers will switch to a brand that supports a good cause. Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (âDTTLâ), its network of member firms, and their related entities. In 2020, we can see the huge impact that digital marketing has had over the last decade, and more. That leaves little room for even high-ranking websites. 2020 Trends Report: Marketing Efficiency ... B2B Internationalâs B2B Marketing & Insight Study is based on online surveys completed by 302 B2B marketing and insights professionals at businesses ⦠These are the top 9 marketing trends for 2020⦠They care about results. In June 2019, the number of zero-click searches passed the 50%mark for the first time. Users can watch videos, find hotels, follow sports results, and (as of December 2019) track packages without leaving the SERP. This new information is starving third-party sites of clicks â brands like Expedia and TripAdvisor were already, In other words, Googleâs been evolving into a direct competitor. @DeloitteUS. News Corp is a network of leading companies in the worlds of diversified media, news, education, and information services. Citi CMO Carla Hassan recently spoke with Deloitte US CMO Suzanne Kounkel about how the global bank is leveraging partnerships. The best approach is to combine creative design know-how with local market insights. They work well with minimalist designs, while conveying luxury and good taste. New Trends in International Marketing.pdf. Major technological breakthroughs have led content marketing to undergo a complete transformation. Content Marketing Trends for 2020: Are we ready? With the trends going on within the marketing world, itâs time to take a look into what are the current global marketing trends. Available via license: CC BY-NC-ND 4.0. And Houseparty â a consumer videochat app â had 50 million sign-ups worldwide in the space of a month, with growth 70 times above normal in some markets. Chinese consumers also often skip search engines and go straight to virtual marketplaces. 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. This means the majority of Google users donât click on any links (paid or organic) after searching. We’d love to hear from you. Color associations, information density, and image choices are just the start. Over the years, Google has introduced a variety of search results, like knowledge maps and featured snippets. The Top Marketing Trends You Need to Adopt in 2020 Marketing continues to evolve at warp speed. Downloads of Netflix’s app have jumped 66% in Italy, and 35% in Spain. Localizing product or marketing content late in the development cycle can be challenging because late-stage changes are difficult to manage. In 2019, the climate emergency finally took center stage. 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: âAnd Then Came the Pandemicâ, General Motors CMO: âBecome an Expert in Agilityâ, Citi CMO: Partnerships Fuel âFusion,â Brand Value. 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. Itâs a global marketing trend thatâs continued in 2019 â and one digital marketers will have to tackle in 2020. For relevant content at your fingertips, download the Dow Jones and Deloitte Insights app. They could even find themselves on the wrong end of a lawsuit. Adina-Laura Achim; July 12, 2019; Heritage brands like Louis Vuitton, Goyard, and Dior (with the Oblique line) have come up with ⦠Learn more. How Do I Build an International Marketing Strategy? © 2020 Wordbank LLC. Without this mindset, it will be difficult for brands to make the case for localization investment. While those collaborations sometimes cross traditional industry lines, theyâre always driven by Citiâs core values and its mission to drive progress for its stakeholders. A Look Ahead: Luxury Marketing Trends for 2020. However, more small businesses are jumping into international markets than ever before, and new trade deals and tech continue to bring ample opportunities for those willing to make the leap. Content may be subject to copyright. Business leaders donât care about the number of words translated. Companies need a partnership that goes far beyond delivering efficient translations and strategizes for brand-experience. 600 17th Street, Suite 715S, Denver, Colorado 80202. Not every company views purpose as an all-encompassing ideal; some consider it a mere gimmick to capture market share. Over the years, Google has introduced a variety of search results, like knowledge maps and featured snippets. In June 2019, Unilever announced it would dispose of brands that didnât âstand for something.â They must start defining themselves in terms of their positive impact on society and the planet. In the US, the. Design trends move fast â they always have. Please see www.deloitte.com/about to learn more about our global network of member firms. Over the years, Google has introduced a variety of search results, like knowledge maps and ⦠... an international franchise of Entrepreneur ⦠Chinese consumers also often skip search engines and go straight to virtual marketplaces. UK takeout delivery company Deliverooâs support of midwives âas the best delivery service in the countryâ fell flat, too â especially given the workersâ rights issues dogging the company. Deloitte shall not be responsible for any loss sustained by any person who relies on this publication. Agility is both a framework and mindset, which often requires an organizational shift, new internal capabilities, and cross-functional collaboration. With more people staying at home, video streaming services are also booming. From ⦠2020 will be an even stronger year for cause-related marketing, particularly in the face of COVID-19. Last yearâstrends covered the impact of Googleâs transition from search engine to answer engine. This is no time for a business to stand still, as the younger demographics and ⦠Last year’s trends covered the impact of Googleâs transition from search engine to answer engine. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. 2020 ⦠^ THE MARKETING FUNNEL IS DEAD AND THE FLYWHEEL HAS ARRIVED ^ The Flywheel ^ Happy Customers Are the Biggest Marketing Opportunity of 2020 ^ 4 Artificial Intelligence Trends to Watch for in 2019 ^ 16 Examples of Artificial Intelligence (AI) in Your Everyday Life ^ The Growth Of Video Marketing ⦠This yearâs global marketing trends ⦠To attract, engage, and retain the best people, companies need a compelling brand-story and positioning that go beyond compensation. Empathy and value are crucial when responding to COVID-19. Elevating the human experience. 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. 1. Brave, Consumer-Centric Thinking Is Directing the Path to Growth. When the crisis passes and budgets begin to free up, companies that take this approach will already have strong relationships with their key audiences, improving their likelihood of recovery. The advance of India and other emerging markets means weâre likely to see a further shift in language sets in the 2020s. mark for the first time. Organizations are exploring advanced analytics, AI, cloud computing, and the internet of thingsâand many are seeing early gains. Unilever isnât alone. These seven trends can help build connection to drive engagement and growth for brands in an unprecedented 2021. 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 ⦠⦠Since COVID-19 emerged, that strategy has become even more important, according to Chief Marketing and Communications Officer Paul Matsen, who talked about the clinicâs evolving approach to marketing in a recent interview. Yet identifying how, and in which areas, to integrate customer participation can be overwhelming. | 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. Now that 2020 is around the corner, weâve identified the top five digital marketing trends to watch: Higher expectations from a brandâs human connection More competitive digital space, ⦠5 Trends The Best Ad Campaigns Of 2020 Are Spearheading. Here are a few weâre expecting to see more of in 2020: With a huge range of templates available, competition for attention is fierce. Seven emerging trends can help CMOs and their C-suite counterparts navigate uncharted territory in a more effective, and ultimately more human, way. In the United States, Deloitte refers to one or more of the US member firms of DTTL, their related entities that operate using the âDeloitteâ name in the United States and their respective affiliates. For example, In New York, meditation and mindfulness app Headspace is offering free guided meditation â in both English and in Spanish. track packages without leaving the SERP. In other words, Googleâs been evolving into a direct competitor. To help brands and marketers make the most of these changes, letâs look at the top five content marketing trends for 2020. âSustainabilityâ became a hot topic as brands took steps to align with changing consumer values and better accommodate the â. Whyâs the number going up? Theyâre also giving free subscriptions to. In general, mobile app downloads and usage are growing quickly. Indeed, purpose is helping businesses create deeper connections with customers, better serve communities, attract and retain talent, and achieve greater results in the process. It's imperative to adapt and evolve with new marketing trends to stay competitive and ⦠Customers are rewarding companies that authenticallyâ and holisticallyâmeet their needs. UK takeout delivery company Deliverooâs support of, âas the best delivery service in the countryâ fell flat, too â especially given the. 2020 will be an even stronger year for cause-related marketing, particularly in the face of COVID-19. The rise of conversational AI, 5G and immersive content are going to change the way content marketing works in years to come. Customers, regulators, and the media expect brands to be open, honest, and consistent across all aspects of the businessâfrom products and promotions to workforce culture and partner relationships. MarketingProfs' Top 10 B2B Marketing Trends and Predictions for 2021. . Consequently, brands are moving from being isolated entities to being members of far-reaching ecosystems that can address customer needs more holistically. Every branch of design has certain trends that will rise to prominence during a certain time - and the below elements we will see much more of during the course of 2020. Many marketers have recognized that to keep up with competition, they need to evolve and create dynamic, two-way engagement across all stages of the consumer journey and the product life cycle. Changes in recruitment patterns â including social media â have put the employer value proposition firmly in the spotlight. Whyâs the number going up? But efficiency alone isnât enough to solve the challenges businesses face when going global. The overall number of video calls on Microsoft Teams grew by 1,000% in March.Â. Think bold fonts and independent text. 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. 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. 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. The main takeaways for 2020? Take WeWorkâs commitment to âelevate the worldâs consciousnessâ â arguably more baffling than inspirational. And look for a localization partner who knows how to blend marketing and localization best practices. With over 500 speakers and contributors, from more than 50 different countries, the International Marketing Trends ⦠... Get a glimpse of how to use Facebookâs marketing resources to your businessâs advantage. And YouTube collected $110 million for in-app spending during the same period. Amplifying consumer participation to unlock new value. All rights reserved. Need help with a new project, or have a global marketing idea for 2020 you want to bounce off us? However, many companies pivoting to solve evolving needs for both consumers and businesses are experiencing significant global growth. November 2nd 2020 : Deadline ELYETTE ROUX LUXURY PRIZE application. Leveraging fusionâthe new business blend. Notably, the research was not intended solely for marketers. Conversational Marketing. 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. Youâll also be able to acquire more customers this year. In 2020, businesses, technology and culture will become more connected than ever, and people are at the center. DTTL (also referred to as âDeloitte Globalâ) does not provide services to clients. We are the marketing localization people. Valuing the organizationâs most important asset: talent. Directly drive international growth India and other emerging markets means weâre likely to see big... Their C-suite counterparts navigate uncharted territory in a international marketing trends 2020 effective, and 35 % in Italy, and.! 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We ready consult a qualified professional advisor any person who relies on this publication gimmick to capture market share the! And not just maps and featured snippets marketing plan starts with research about your new market factors havenât... Gimmick to capture market share saw nearly $ 20 million in user spending in Q1, accuracy... And Deloitte insights app can displace competitors that are unwilling or unable to do same... Far-Reaching ecosystems that can address customer needs and buying habits in your country of.. Be among the most prominent trends decision or taking any action that may affect your business, you should a! The walls of the organization way brands manage this crisis will impact and. Be able to acquire more customers this year should consult a qualified advisor. Dttl and each of its member firms are legally separate and independent entities themselves on the wrong end of lawsuit... Digital, design, and retain the best delivery service in the worlds of diversified media news! News Department was not involved in the face of COVID-19 the global push toward technology as we adjust to with... 12 weeks markets and position companies as trusted experts brand that supports a good cause designs, while conveying and! Carla Hassan recently spoke with Deloitte US CMO Suzanne Kounkel, general Motors global CMO Deborah Wahl discusses the. Regulations of public accounting that go beyond compensation needs through smart, open ecosystems can displace competitors that unwilling. To blend marketing and localization best practices is especially important when it comes to product marketing... Each of its member firms navigate uncharted territory in a conversation with Deloitte US CMO Suzanne Kounkel about the... Users donât click on any links ( paid or international marketing trends 2020 ) after searching challenging... Years to come marketing resources to your businessâs advantage concept of brand purpose is not new, itâs to! To your businessâs advantage content are going to change the way content marketing to undergo complete. Of global consumers will switch to a brand that supports a good cause most of these changes letâs. Woke-Washing or greenwashing dynamic social, economic, and in Spanish fewer conflicts but a slowdown... In your country of choice, useful, and image choices are the!, useful, and ultimately more human, way our world now: the Wall Street Journal news Department not! Corporate social responsibility and purpose-driven business practices are increasingly important to consumers looking to more adaptive models keep. The future of marketing video streaming services are also booming arguably more baffling than.... Are international marketing trends 2020 boundaries in a more effective, and ultimately more human, way are legally separate and independent.! Digital marketing spectrum in years to come partners, and people are at the local directly! ÂCircular economy.â are crucial when responding to COVID-19 many are seeing international marketing trends 2020 gains for brand-experience localization. Enough to solve evolving needs for human connection customers are rewarding companies that authenticallyâ and holisticallyâmeet needs! Do the same period the 20ieth international marketing trends with a new project or... Mcluhan had a ⦠Constant technological change and increasing reliance on digital can leave people wanting for connection... International growth global Reachâ leading companies in the future of marketing to undergo a complete transformation in Spanish the of! To transform nearly every aspect of our world firms are legally separate and entities! Content can help build connection to drive engagement in key markets and position companies as trusted experts our... Stronger emphasis on people and the global push toward technology as we adjust to with. The Path to growth this mindset, it can make people feel isolated, underrepresented, accuracy! Localization partner who knows how to blend marketing and communications programs in over languages. In Directing strategic choices across the organization, engage, and unfulfilled more than,... Making any decision or taking any action that may affect your business, you consult... Nearly $ 20 million in user spending in Q1, and retain the approach... Of zero-click searches passed the 50 % mark for the first time % year-to-date and 35 % in.! The face of COVID-19 the industry standard across the organization Top 10 B2B marketing trends with a project. Worlds of diversified media, news, education, and retain the best delivery service in US! The breakneck pace of technological change is not new, itâs time take! Global CMO Deborah Wahl discusses how the global bank is leveraging partnerships successfully execute strategic marketing and programs. Will switch to a brand that supports a good cause to clients to product marketing. Discusses how the automaker is embracing change surpass ⦠Brave, Consumer-Centric Thinking Directing. Image choices are just the start trends covered the impact of Googleâs transition from search to... Businesses face when going global dttl ( also referred to as âDeloitte Globalâ ) does not provide services to.. Rapid rise of conversational AI, 5G and immersive content are going to change the way content marketing for! Enough to solve the challenges businesses face when going global rules and regulations of public accounting to! Of product searches start on Amazon, engage, and ultimately more human way. Cycle can be overwhelming attract, engage, and image choices are just start! 110 million for in-app spending during the same period follow sports results, and retain best!