What are the changing consumer behaviors, new technologies, and industry trends that are set to disrupt marketing in 2020? Google marketing and advertising leaders from across EMEA share their predictions.

1. Engaging video content

The massive growth of video-sharing apps reveals new ways consumers engage with content — and the type of content that sticks. But unfortunately that leads to an even shorter user attention span.

A way forward is to reimagine storytelling in ads — using shorter formats, as well as machine learning to serve custom variations, that invite engagement and create a journey of discovery.

2. Voice assistants

Voice assistants will become a much bigger engagement touch point for customers this year. As consumers move towards a conversational economy, one in which voice assistants at home will play an important role. By responding to the emotions and needs of customers at the time of interaction, brands will be able to create more instant and effortless experiences.

3. Digital marketing transformation

Technology has changed our lives beyond recognition. What we used to expect from the most upper level services we now expect from any product or service. Digital marketing transformation is key to success today, and we expect it to become an even stronger trend in 2020.

4. Inclusive marketing

Today’s consumers want more than product information from brands. What they really demand is the brand’s perspective on topics that matter — and how they positively contribute. In 2020, a brand’s view on issues such as diversity and inclusion, climate change, and sustainability will become even more important.

5. Mobile customer experience

In 2020 consumers will also expect a frictionless experience on all channels, including mobile devices. However, conversion rates on mobile currently lag compared to those on desktop so focusing on mobile UX is key.

6. Brand transparency

For brands it can be a competitive differentiator in 2020 to be transparent about their role in society, and highlight where and how they plan to invest to become even better.

7. Personalisation at scale

We’re approaching a new era where traditional marketing is reshaped by machine learning. Marketers are getting smarter about customer experience and personalisation at scale as machine learning can help understand customer journeys to increase engagement and add value at key moments.

8. Visualising Search

Consumers are increasingly relying on images when searching for answers, deciding what services or products to buy, or even when seeking inspiration. From 2016 to 2018 “image search” grew on mobile by over 60%. Hitting the right combination of text and images can achieve tremendous results.

9. Data-driven marketing

Marketers will turn more and more towards machine learning and automation to deliver business results. Whereas it was possible to achieve good results with rule-based marketing in the past, it is working less and less in today’s times. Consumers expect messages that cater to their personal needs.

10. Creative-led campaigns

In 2020 there will be a stronger focus on creative-first strategies based on consumer insights. This approach allows for more flexibility and better measurement — and room for creativity.