This document provides summaries of various marketing trends for the new year including general marketing, social media, mobile/email marketing, video marketing, events/meetings, and SEO/search marketing trends. Some of the key trends discussed are the growth of conversational marketing, insights-driven marketing using data and analytics, increased focus on mobile and video content, the impact of privacy regulations, and the continued rise of influencer marketing and social media as a customer service channel. PPC marketing will see more automation and impact from AI while SEO emphasizes brand, multilingual strategies, and integrated approaches.

1. Trends, Predictions and
Planning for the New Year
Marketing

2. 7 big marketing 2020 trends
General Marketing trends
Social Media Marketing trends
Mobile Email Marketing trends
Video Marketing trends
Events & Meetings trends
Pay-per-click (PPC) trends
SEO and Search Marketing trends

3. General Marketing Trends
• Lifecycle Marketing
• Conversational Marketing
• Insights-driven Marketing
• Marketing Technology
• Consumer Privacy and KYC
• Digital Transformation and
Marketing Transformation

4. Print/DM
SocialMedia
TOFU-LandingPage
Homepage
Productpage
Newsletter
Newsletter
Salescalls
SEO
ContentMarketing
Paid media
Owned media
Earned media
Experience
Lifecycle Marketing
REACH
CustomerInteractionsandValue
Time
ACT CONVERT ENGAGE
Demand generation
and purchase intent
Prospect -
Database contact
Repeat Customer
and Advocate
Lapsed
Customer
MQL Customer
Lead Nurture
+
Engage others
in Buying Unit

5. Conversational Marketing
Expectations
Time
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
Disillusionment
Slope of
Enlightenment
Plateau of
Productivity
Blockchain for Advertising
Personification
Customer Journey Analytics
Real-Time Marketing
Artificial Intelligence for Marketing
Personalization Engines
Over-the-Top TV Advertising
Visual Search for Marketing
Consent and Preference Management
Customer Data Platforms
Mobile Wallet Marketing
Account-based Marketing Platforms
Event-triggered Marketing
Scannable Marketing
Identity Resolution
Predictive Analytics
Ad Blocking
Multitouch Attribution
Multichannel Marketing Hubs
Ad Verification
Mobile Marketing Analytics
Location Intelligence for Marketing
Shoppable Media
Advance Supply-Side Bidding
Conversational Marketing
Native Advertising
Influencer and Advocacy Marketing
Less than 2 years 2 to 5 years 5 to 10 years
Influencer and Advocacy Marketing
Plateau will be reached:Gartner Hype Cycle for Digital
Marketing and Advertising, 2019

6. Insights-driven Marketing
What are the most desired skills for your
digital marketing hires in 2019-2020?
Data
Analysis
Marketing
Automation/
Software
Expertise
User
Experience
Design
Video
Production
and Editing
Coding/
Development
Content
Editing
and Writing
Graphic
Design
Program/
Project
Management
Social Media
Listening &
Publishing
SEO/SEM
Expertise
Paid Media/
Programmatic
Advertising
41%
38%
36%
31%
29% 29%
28% 28%
26%
8%
6%

7. Marketing Technology
Fa
ns
Visi
tors
RE
ACH
Ref
erral
Re
peat
ENG
AGE
Le
ads
Sha
res
A
CT
AO
V
Sale
s
CONV
ERT
R
A
C
E GOAL

8. Consumer Privacy and KYC
Database Check
Hooyu Identity Score
Digital FootprintPEPS and Sanctions
Biometric CheckID Document Validation
Adverse MediaProof of Address
GeolocationFraud Rules

9. Digital and Marketing Transformation
Digital
Experience
People with Digital Roles
Departments

10. Social Media Marketing Trends
• The Digital Detox
• Communities on Social Media
• Micro and Nano-influencers
• Alternative platforms
• Social Media as Customer Service
• The continued growth of Stories

11. The Digital Detox
29%of people deleted/removed social media
because they felt overloaded by it
What was your reasoning for deleting/suspending/reducing your social media usage?
Overload
Addiction/
Time Waste
Lack of Trust
i.e. Fake News
Privacy/Data
Concerns
Mental Health
and Well-being
Digital Detox
Others
40%20%0%
29.0%
27.2%
26.7%
21.4%
21.1%
14.4%
14.4%

12. Communities on Social Media
Fa
ns
Visi
tors
RE
ACH
Ref
erral
Re
peat
ENG
AGE
Le
ads
Sha
res
A
CT
AO
V
Sales
CONV
ERT
R
A
C
E GOAL

13. Micro and Nano Influencers
Average Engagement Rate
on Instagram and Twitter in 2018
We analysed 100,000+ influencer profiles
across leading influencer Marketing Platforms
<1,000
followers
<5,000
followers
<10,000
followers
<100,000
followers
100,000+
followers
7.2%
1.4% 1.2% 0.6% 0.4% 0.3%
5.3% 3.7% 2.1% 1.1%

14. Alternative Platforms
Monthly Users
2 B
2 B
June 2017
1.5 B
June 2017
1.2 B
Feb 2017
1.2 B
April 2017
889 M
Dec 2016
700 M
April 2017
328 M
April 2017
255 M
(Approx)
May 2017
1.5 B
1 B
500 M
Facebook YouTube Instagram Twitter Whatsapp Snapchat Messenger WeChat

15. Social Media as Costumer Service
Email and Phone remain the “BIG 2” customer communication channels
In the past 12 months, how have you communicated with organizations?
Email
Telephone
Website
Online chat
Face to face
Social media
Smartphone app
Chatbots
One-to-one video calls
Video messaging
Other
0% 35% 70%
65%
55%
42%
33%
31%
28%
28%
13%
7%
5%
2%

16. The Continued Growth of Stories
Average days with Stories within a month by profile size
<10K followers 4.5
9.3
14.4
6.9
>10K and <100K
followers
>100K followers
Profilesize
Stories per month
Median
0 7.5 15

17. Email Marketing Trends
• Mobile Email Marketing
• Email copy and design trends
• Artificial Intelligence
• Trust in Email Marketing
• Data-driven Email Marketing

18. Mobile Email Marketing
% traffic by device % revenue by device
Mobile Desktop Tablet
53% 56%
37% 32%
10%
12%

19. Email Copy and Design Trends
Our attention spans are reducing and
it makes sense that email design addresses this.

20. Artificial Intelligence
Predictive personalization
Smart segmentation
Automated workflow
Optimized subject line and email content
Send time and email frequency optimization
Multivariate and A/B testing
Analytics

21. Trust in Email Marketing
Email and Phone remain the “BIG 2” customer communication channels
In the past 12 months, how have you communicated with organizations?
Email
Telephone
Website
Online chat
Face to face
Social media
Smartphone app
Chatbots
One-to-one video calls
Video messaging
Other
0% 35% 70%
65%
55%
42%
33%
31%
28%
28%
13%
7%
5%
2%

22. Data-driven Email Marketing
Set to Evolve - A/B testing is a fantastic means of
optimizing the wording and content of your emails to provide
the greatest possible levels of engagement and ROI.

23. Video Marketing Trends
• Video personalization
• A Data-first approach
to Video Marketing
• Long-form Videos
• 360-degree Videos
• Integrating Videos across
the Marketing Funnel

24. Video Personalization
What are the Primary Strategies for generating
higher quality leads?
Improving the personalization
of marketing efforts
Improving content &
content engagement
Improving data management
tools/platform
Improving 3rd party
lead sources
Improving lead quality
metrics used
Improving the data
cleaning process
Improving AI and
prediction technology
60%
57%
30%
28%
28%
15%
11%

25. A Data-first approach to Video Marketing
Old TV-led approach Data-driven approach
0%
15% lift 51% lift
50%
100%
130%
No lift 8.5% lift No lift 17.4% lift No lift 122.3% lift No lift 37.5% lift
Ad Recall Consideration Purchase Intent Brand Interest Product Interest

26. Long-form Videos
Videos can last longer than 90 seconds,
how much time do people spend watching a video?
0%
5%
10%
15%
20%
25%
30%
Audience Engagement Percentage
Video Length 0-2 minutes 2-5 minutes 5-15 minutes 15-45 minutes 45+ minutes
51%
30%
12%
5%
3%
Longer pieces of content engage
more but marketers produce
shorter videos
Percentage of videos produced

27. 360-degree Videos
One brand that saw great results from a 360-degree video
was Kit Kat, which used the format to showcase its matcha
chocolate bar. The YouTube campaign resulted in a completion rate
that was more than double the average on the video platform.
It also managed to deliver an impressive 35% increase in
consideration and a 100% rise in ad recall.

28. Integrating Videos across
the Marketing Funnel
2020 brands are more likely to start integrating video
across their entire marketing funnels.
Videos at the brand awareness stage can help drive people to your website,
with 53% of consumers engaging with a brand after viewing one of their
videos on social media. They are also beneficial through the nurturing stage,
especially within emails, as they can help to increase the click-through
rate by up to 300%.

29. Events & Meeting Trends
25-30% of marketing budgets
spent on live events
75% of Generation Z book
their travels on a mobile device
The rise of digitalization:
52% increase on event
websites created
48% of itineraries are revised
due to security threats

30. Pay-per-click (PPC) Trends
• PPC automation
• The impact of AI on PPC
• Video advertising
• Amazon paid ads
• Responsive search ads

31. PPC Automation
Robotic Process Automation
Machine
Learning
Make Data Available
for Machine Learning
System based on rules:
Automate easy tasks
1. Access Legacy Systems
2. Screen Scrapping
3. Automate form fills
4. Copy data from one system to another
Artificial Intelligence
Continuously Improve
Performance
Mimic Humans
Learn Feature
Extraction Data
Classification
1. Making fast judgments
2. Interact with humans
3. Perform tasks

32. The Impact of AI on PPC
Machine Learning
Propensity Model
AI Application
REACH
CustomerInteractionsandValue
Time
ACT CONVERT ENGAGE
Demand generation
and purchase intent
1st Purchase
Indecisive Customer Lapsed
Customer
Repeat
Customer
Loyal CustomerSmart
content
curation
Programmatic
media
bidding
AI
generated
content
Voice
search
Propensity
modeling
Ad
targeting
Predictive
analytics
Lead
scoring
Dynamic
pricing
Web & App
personalization
Chat bots
Predictive
customer
service
Marketing
automation
1:1 Dynamic
content
emails
Re-targeting

33. Video Advertising
The average user spends 88% more
time on a website with video

34. Amazon paid ads
Advertising Platforms
Google Merchant Amazon Advertising Facebook

35. Responsive Search Ads
Responsive Search Ads adapt to device widths and
lets Google automatically test 15 different
headlines and four descriptions using AI

36. SEO and Search Marketing Trends
• The importance of brand
for SEM marketers
• Multilingual SEO
• Voice and Written Search
• Integrated SEO

37. The Importance of Brand for SEM Marketers
Due to the current economy, spend on TV and above-the-line
advertising isn’t really growing, with brands choosing to shift their
budgets into digital performance marketing.

38. Multilingual SEO
Quality content is also highly applicable in a
multilingual SEO strategy. If webpages are translated wrongly,
currencies, date conventions etc. misused, it affects
the user experience negatively leading to a high bounce rate.

39. Voice and Written Search
50% of all searches in 2020
will be voice searches.

40. Integrated SEO
In a competitive space, you often need to bring SEO
considerations into other channels while putting your
audience and the desire to get people to your
website first and foremost.

41. 2020 Philippines Consumer Trends
1. Consumer spending remains buoyant
amidst economic expansion
2. Expanding middle class driving increased
demand for wide range of products and
services
3. Filipinos leapfrog fixed broadband and go
straight to smartphone
4. Consumers increasingly choosing to live
in smaller households
5. Consumers embrace social media

42. Thank you!