Industry Viewpoint: 2020 Marketing Trends

If you touch marketing efforts in any way within your organization, you know it’s a whirlwind of changing platforms, changing language and something around every corner that needs an update or a fix. After digesting a lot of information about what’s to come in 2020, I’ve narrowed down a few key areas of interest for the industry to keep an eye on.

Shoppable Posts
As if we didn’t have enough to think about when it comes to shopping online, consumers are now making purchases through shoppable posts on social platforms. Two of the largest platforms being shopped are Pinterest and Instagram. According to Hootsuite, 130 million Instagram users tap on shopping posts every month and this number is predicted to grow in 2020.

Interactive Experiences
Pop up grocery stores have been, pun intended, popping up all over featuring the latest and greatest in trendy new products. New York based Pop Up Grocer, is a traveling pop-up grocery store, showcasing hundreds of products from the most innovative and exciting natural food brands. This company does a great job of executing the Pop Up, but also sharing new products and insight from the event on their Instagram.

Consumers are looking for experiences. It might mean a little extra brainstorming at the marketing team meeting, but figuring out how to give your customer an experience, will go a long way.

Email Marketing is Not Dead
As if giving consumers an experience wasn’t enough, personalizing email lists in a way that categorizes interests of your current subscribers can make or break an email open. Today’s consumer appreciates receiving information curated just for them. Whether it be a grocer’s weekly special buys, content around vegetarian eating or family-focused content, receiving an email with personalized curated content makes the received feel that “they get me.” At Produce for Kids we are able to see how our emails are received, where people are clicking and move them to segmented lists as our email platform logs click patterns.

Optimizing for Voice Search
The number of households asking Alexa, Siri and Google Home questions continue to grow. According to Google, 20 percent of queries on Google’s mobile app and Android devices are voice searches. According to Comscore, 50 percent of all searches will be voice searches in 2020. According to Neil Patel, co-founder of NP Digital, there are three simple things to make sure you are set up for voice search.

Cross check on your website that it is an https site; ensure you are providing accurate links, authoritative content and providing a good user experience; and be sure your website is fast loading.

Lastly, include short answers within your content. The way you would ask “Alexa, when are persimmons in season?” or “Alexa, where is hummus on sale nearby?”

Creative Advertising
Podcasts are definitely a new avenue for advertisers to reach the coveted share of ear of the current 51 percent of Americans over age 12 listening to podcasts. Investing in content creators who can share your stories to their audiences continues to be another way to reach consumers. Online media outlets are offering more digital experiences included in their media kits. Traditional advertising is going by the wayside, and those overseeing a company’s advertising budget are looking for more than traditional ads.

Websites are finally seeing organic traffic we have worked so hard for, but don’t settle in just yet. With Google’s page 1 real estate slowing slipping away to ads, maps, media elements and featured snippets, even excellent organic website traffic will face a certain doom as links slip further and further to the dreaded Google page 2. If you work with a website company or have an in-house team, it’s worth the ask to see what plan is in place when it comes to SERP SEO.

Amanda Keefer is the managing director of Produce for Kids

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