These are the four digital media trends 2020
The new year has only just begun and already developments are emerging that will be essential for a successful dialog between consumers and companies in 2020. Which trends should advertisers and retailers not lose sight of in the coming year? Jérôme Cochet from Dunnhumby lists.
1. programmatic - still
In terms of advertising, developments in the U.S. show a clear trend: Programmatic advertising - the automated buying and selling of media space - continues to account for the largest share of U.S. advertising spending in the online media sector.
However, much of this spending is not reserved for desktop advertising alone. Advertisers have recognized the importance of the smartphone and are focusing on programmatic advertising that reaches consumers via mobile devices.
2. upheaval in the native advertising sector
Native advertising, on the other hand, will see a decline in social media. While this form of advertising remains the most effective in the upscale space, as social media is undergoing a shift in priorities - private content is given a higher priority than advertising content - advertisers will have to find other channels to reach consumers.
Technology platforms for native advertising, such as demand side platforms (DSPs), could win over the market later this year.
3. customer journey in retail
The retail sector is increasingly crystallizing as highly media-savvy. Both in-store and via the online presence of retailers, consumers will increasingly encounter the modernization of the retail sector on several different channels simultaneously.
In order to create a closer - emotional and physical - connection with their customers, retailers will increase their media offering in the coming year. In doing so, they will have large amounts of customer data, such as buying habits, at their disposal, which they can use to best approach the needs of their customers online and in the store itself.
4. personalization is the keyword
In the coming year, consumers will continue to insist that data collection and storage become more transparent and that they retain control over the collection of their data. At the same time, they are aware that the analysis of this data is necessary for retailers to design a shopping experience that satisfies them. Consumer needs no longer want to be satisfied by impersonal advertising placements and appeals.
Retailers need to realize that customers expect to be treated as individuals who have their own wants and needs. Customer data platforms can play a key role in helping the industry to evaluate this data and turn it into strategies to guide customers along their entire buying journey - from sofa to store, from browsing to purchase.
* Jérôme Cochet is global managing director of media at Dunnhumby, a data analytics provider. The Dunnhumby Trend Report 2020 provides insights into this year's digital media trends.
