I can’t help but stop for a moment and pause; isn’t it amazing that the Twenty Twenties are just around the corner. It boggles my mind to think about all the fantastic opportunities this new decade will bring, and that gave me an idea.
What if I asked some of the top names I know, experts in their fields, what their predictions for the 2020s are?
And yes you’re right, I did just that! (For those who thought I’d planned to creat a time machine on a 3D printer, close guess… that was my second thought )
So if you’re interested in #Business, #Marketing, #Tech, #Branding, #Sustainability, #ConsumerBehaviour and of course, THE FUTURE, then we have a treat for you!
Warning: this article contains a large amount of information from people who crush it!
Too many fishermen, not enough fish! Companies are asking the question: how do we stand out and attract customers in an oversaturated market?
We are at a crazy turning point. As we enter 2020, digital marketing is oversaturated and under performing. According to the research, 50% of articles published have no likes, shares, comments, and probably no views. It’s incredibly frustrating. At Sticky Branding, compared marketing campaigns over five years.
Today, it is taking 10x the budget to generate 30% of the result. Google is getting pickier. Producing more content won’t generate more traffic. The cost of digital ad campaigns are skyrocketing. Brands clued in that you have to pay-to-play, but now everyone is using Facebook and Google ads.
The challenge: too many fishermen, not enough fish! Companies are asking the question: how do we stand out and attract customers in an oversaturated market?
We are using the timeless principles of Sticky Branding:
1.Simple Clarity: Get your brand messaging razor sharp so everyone gets it, fast.
2.Be Everywhere: Choose a few key markets to focus your marketing on so that you create the impression your brand is everywhere.
3.First Call Advantage: Focus on the relationships. Get your prospects, customers, and centers of influence to know your brand, like it, and trust it so they choose it first.
The future of commerce is private
2020 Ecommerce will be a 3 legged table of P.D.P. – Privacy, Data Driven, Phone compliant.
The future of commerce is private. Our window of sharing, compiling and using public consumer information is shrinking. Start now to nurture the personalized relationships with your customers for future growth. Servicing and engaging our own consumers will provide real time data-driven insight for marketing and communication to prospects.
The mobile tipping point has passed as more than 50% of PURCHASING (not just browsing) over Black Friday and Cyber Monday was done via mobile. It is critical to make the mobile experience as frictionless for purchasing and payments as possible. Mobile first is not a “cute quotable” any longer, it is now an actual fact.
Managing Director of Superfood Market
#Ecommerce #Motherhood #Environmentalist
Amazon will focus on seller compliance
The twenty twenties are going to bring more focus on Amazon, in particular towards 3rd party sellers.
We are going to see Amazon make all Merchant Fulfilled offers SFP (Seller Fulfilled Prime), as long as the seller offers a premium ship option.
We will gradually see the onboarding of new sellers onto the marketplace slow and an increased focus put on compliance to TOS for existing sellers.
I also think we will see same-day disbursements to Amazon sellers as well as Dangerous/Hazardous products allowed via FBA.
Voice-based search will dominate SEO and Paid Search
Voice search and services will come of age. All those Black Friday deals on Alexa and Google devices will embed even more of these devices in homes, and with these services now integrated into devices such as televisions the time for voice search to come to the fore has arrived.
NHS will finally roll out smart device diagnosis services, emergency services will look at how to utilise the technology and the importance of voice based search will dominate SEO and Paid Search as being on page one will no longer be enough as only ONE relevant answer will be given by a voice based device at a time.
And purchasing direct from social media channels rather than via an e-commerce website will become the norm, creating even more challenges in an already noisy space.
The true growth of commerce in 2020 and beyond will be Social Commerce
We shouldn’t just be looking at 2020, but also at setting up our framework for the years beyond it as well. By observing not just what works now, but the new trends which are starting to show, we can get ahead of the pack and make ourselves trendsetters, because that’s where the real money is often to be made.
While we have seen the massive growth of late in marketplaces – their size, capacity and capabilities to offer B2B and B2C in new and interesting ways, many of the indicators are that the true growth of commerce in 2020 and beyond will be Social Commerce. The current social platforms are moving from ‘just’ sharing information, links and videos while hosting ads, to allowing users to buy directly from their chats and posts without stepping outside of that platform.
I say this because, while Amazon is demonstrating their ability to scale up and increase efficiency to reduce costs and get products to customers faster, they are still applying all that effort at getting a bigger share of the same pie – In the same way that mobile phone networks have been caught out by the ‘churn’ of only recognising and rewarding new sales instead of valuing retention, Amazon and the other big players are all chasing their share of a relatively static market – they aren’t looking outside the box, or are treating big changes as things they can just offer as an option.
In contrast, social channels such as Instagram are implementing new options to people already using them that makes it a place where its users are comfortable and able to start buying without following Amazon or eBay or Website links, and without interrupting their ‘flow’. With their checkout release in March of 2019 and the follow-up release of an end to end buying process and toolset, Instagram is leading the way in Social Commerce!
Following close behind them, Whatsapp, owned by Facebook, has introduced a catalogue function for their Business platform (https://inc42.com/features/how-whatsapp-business-is-bringing-indias-smes-to-the-digital-fold/), as discussed recently in an event in Delhi that illustrates how it’s been transformative for some businesses. But the trend is likely to be something that we see across the world, no matter where it starts. The feedback is that the integration of the selling and products over the chat interface is generating good results for initial SMB and SME users, so it’s definitely something to watch – Engaging more closely with your customers and taking Amazon and eBay out of the equation can improve your overheads and customer loyalty.
In the same way, we have seen shifts from retail to online and marketplace selling over the last decade, there are definite indicators that the next big shift will be from marketplaces to social selling, so start thinking about your options.
My final comment would be to look at the market and opportunities for refurbished and reconditioned goods. As your customers become increasingly switched on the ecological costs of their purchases and habits, there will likely be a move towards seeking out the opportunity to exchange rather than throw away, or to be creative with the products you source and sell. As long as you can put appropriate safety and hygiene measures in place (Certification of refurbishment, safety, etc), and it’s appropriate to your sector, it may be worth looking into this, and preparing for new opportunities to keep your business growing and relevant to what your customers want.
Otherwise, look at the more ‘green’ options you can pursue and promote, as this will generally make a big difference in motivating people to look at you with fresh eyes.
After all, if you’re not selling what the customer wants, someone else will!
Instant messages to overtake email and “contact us” form enquiries
Thanks to the evolution of human communication, we are now able to communicate with each other faster than ever before.
Each of these evolutions (e.g. from pigeon posts, to snail mail, to emailing, to texting and most recently, to instant messaging) significantly reduced the required waiting time between a question and an answer. The time consumers were willing to wait for an answer decreased as well.
In 2020, the waiting time in B2C space is set to be reduced to just minutes through the increased use of instant messaging platforms such as Facebook Messenger compared to more conventional channels such as emails and “contact us” forms.
Meeting these new expectations from a retailer’s point of view will first require a good understanding of each customer, so when conversations are initiated there is enough data
for an accurate, speedy response.
Secondly, online retailers must consider the viability of instant responses from a human workspace versus technology perspectives, as while AI and chatbots are considered practical solutions, they simply cannot fully replace human agents.
CEO & Corporate Strategist - Sustainability and Emerging Technology
#Innovator #Sustainability #Maverick
As we face a climate emergency, we will see rapid developments in emerging technologies
At a time where we face a climate emergency with all the impacts that entails we need, more than ever, to get to grips with the science and data that will inform our decisions. We are seeing rapid developments in emerging technologies which will contribute to improvements in agriculture, logistics, the monitoring of our natural environment and also in how we communicate the issues and our understanding of them. My top five predictions for advances in 2020 are:
1. Artificial Intelligence – the potential to use this creatively to develop new approaches and change the game is huge. It’s already been a massive contributor to understanding our changing buying behaviours which in turn has led to influencing them. We talk on the need to do differently but for individual people to reach a wide audience is challenging. Use of AI completely changes the context and we won’t even be aware that it’s being used.
2. Blockchain – Understanding supply chains for the improvement of transport emissions, eliminating waste by rationalising journeys and developing new ways to record and trace the provenance of materials are all exciting areas in development. Potential for new ways of contracting using blockchain also exist and this exciting technology offers a wealth of opportunities to do better.
3. Autonomous vehicles – These are in trial for a range of uses from trucks operating ‘in train’ with one driver at the front of a series of driverless vehicles, to individual vehicles which might be used for small deliveries. We’ve seen them for years in small rail systems and there are six core stations on Thameslink which are now automated! Use of drones for deliveries is already in trial, as is the potential for scanning crops and landscapes to improve how they are managed. It is clear that they offer a wide range of potential but there are many complexities to be unpicked before we see them in full commercial use. 2020 could be the year we start to see change.
4. Immersive technology – A perennial favourite in these lists but we are starting to see much stronger business uses and it isn’t just about gimmicks! Communication is incredibly important and these days visual communication more so but there is so much more potential. Immersive environments have been effectively used for full immersion training helping people to experience events which would be very difficult to simulate in real life and this can be extended to other uses. Platforms are also being developed which enable simulation of movements, a powerful tool in enabling new techniques in design.
5. Robotics – Who hasn’t seen the incredible videos from Boston Dynamics and their inspiring range of robotic creations? Each serves a different purpose and has tackled long standing challenges in the development of this important technology, but they are also getting smaller, smarter and faster enabling new applications to be explored. Exciting times indeed! I feel I must add a note of caution though, these developments may contribute to solutions to address our biggest challenges but they require vast amounts of energy, rare earth minerals and other materials.
In 2020 we are very conscious of this and IEMA Fellows have published a thought piece on this, setting a call to action for developers and innovators in all these fields to consider. https://www.iema.net/policy/corporate-sustainability/iema-thought-piece-on-disruptive-technologies/
The era of the Cyborg: data, disruption and automation
2020 will certainly see the rise of the machines and automation: We will see the increase of automation and systematisations used both online and offline. This will mark the era of the cyborg; where there will be a greater merge of human and artificial intelligence.
On social, the likes of Instagram and Snapchat will start to decline and take a backseater, whilst the Tik Tok’s of this world will continue to grow and disrupt the Social Media Horizon.
More secrets kept locked up in the activities of the leading Tech and Digital firms will begin to come to light with 2020 highlighting a year of “clarity”.
Chief Marketing Officer of FreeeUp
#Entrepreneur #EndlessLearner #Ecommerce
More personalization within business and consumerism
In the 2020s, I think we’ll continue to see more and more personalization within business and consumerism. The more businesses can personally cater to their customers and provide a hands-on experience, the better in the 2020s.
I also think we’ll start to see more advancements in AI and its practical applicability to business solutions. Instead of pie-in-the-sky innovations, it will be more focused on making our current business solutions better and more advanced.