There’s a line in that old traditional New Year’s song that says “should old acquaintance be forgot,” which is appropriate with the holidays behind us. Boston-based ecommerce company Databox recently surveyed 100 marketers and asked them for their input on the new year.  Even though many marketers have planned for 2020, there may be some things to consider and perhaps forget.

MORE USER-GENERATED CONTENT

In addition to influencer-reviewed videos and contests, expect to see more user-generated content. Online reviews were still seen as important but the feeling is that these posts by customers will carry more credibility over professionally-produced content.

VIDEO CONTENT

In spite of the move towards user-generated content, many respondents also believed 2020 would be the year that video would grow even more.  One participant went so far as to say that nearly any video would be better than none. 

Others cited video as a way of showing authenticity and personality, while others suggested many videos could be repurposed into shorter clips which could be recycled for promotional pieces or the audio used in podcasts.

EYES TOWARD SOCIAL MEDIA

Social media platforms like LinkedIn will be given more attention by many of those marketers surveyed.  They said the fact that more people are searching on these platforms allows companies to increase their organic reach.  Of all social media platforms listed, LinkedIn ranked highest among marketers who said they would be designating most of their time and/or budget to in 2020. 

REPRISE OF DIRECT MAIL

Contrary to some reports, direct mail is not only alive but coming back stronger than ever.  Mega direct mail company Taradel said that it has received several reports indicating that response rates to direct mail are at its highest level ever.

MICRO-CONTENT

Others cited real-time micro-content as the target of their focus, particularly Instagram stories.  Jason Harriman, CEO of the real estate firm, Harriman Group, reported that since delivering micro content via Instagram stories, their web traffic has tripled over the past four months. The Harriman Group serves several thousand clients in more than 30 cities across Texas.

GROWING INFLUENCERS

Not only has there been a steady increase in the use of influencers between 2016 and 2019, but Influencer Marketing Hub reports that brands which focused on engagements or branding experienced an ROI of 800%. The reliance on influencers is expected to continue increasing in 2020.

OPTIMIZED CONTENT

Content will continue to be important and more emphasis will be placed on optimizing it for even better results. How it will be accomplished varied by respondent but some content areas being looked at more closely include redirection of marketing distribution, syndication, longer form, and technical SEO.

CONNECTED TV

An area that will also be watched more closely by marketers, and even entered by some, is the growing popularity of connected smart TV systems like Roku, Amazon Fire, and Apple TV. 

BRANDED PODCASTS

Canadian digital marketing consulting company Flawless Inbound says webinars and podcasts are at their highest viewing levels ever and expects more companies to begin doing this. Many marketers see podcasts as a passive, yet effective way to reach customers.

MORE TO COME

Those were just a selection of the vast array of changes Databox expects to occur in 2020.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.