Looking ahead: Digital predictions for 2020
New year, new trends? Take a look at our predictions for the next decade…
With the last decade officially wrapped up, we take a look at the next and what this holds for the ever growing world of digital. Whilst the cliche of New Year’s resolutions and starting afresh is rife, we think it’s important that we think about our strategies for the years ahead. We review what digital trends are on the rise and how best to apply these to our approach for the upcoming year. Take a look at our predictions and how these can be utilised for the future.
It has become more important than ever to utilise human interaction as a tool to get your audience to communicate directly with your brand or service. Whether that’s shoppable content through Instagram or Polls on Twitter, users love engaging with your brand and can give you instant feedback online. With every business and their dog (quite literally!) taking the reins on curating content on digital platforms, brand awareness and views are simply not enough alone as a measurement of success any more.
Analytics and interaction is everything and ‘trial and error’ is no longer a viable goal. Brands want to work with people who have a great reach and those of ‘influence’ are aplenty. Interactive content allows a business to measure success with real time numbers, spot opportunities for targeting and give a brand the statistics they need to create informed solutions. All of this creates meaningful messaging that has a better reach and engagement from the customer but also helps a brand know what works and what doesn’t.
5G, fast WIFI, immediate access
There has been a perceived lack of innovation in the last few years with the likes of smartphone technology, and combined with the increase in price of the latest devices, lots of people are choosing to hold on to them much longer than before.
2020 is going to be the year of faster, quicker internet in the form of 5G and super speedy WIFI. Users are now demanding instantaneous results and the providers are listening. With faster processing and connection speeds the ultimate goal for these providers for the next decade, we certainly won’t be spending our time waiting for pages to load in the future. It’s important that we tailor our content to meet the demands of this, with engaging, quick and powerful messaging along with a strong brand presence throughout our digital strategies.
We think the surge of network providers working towards expanding their 5G capabilities, will bring in a huge demand for new smart devices that are compatible, we believe that the new generation of smart devices are going to be more innovative than ever before.
Voice search – Google Homes, Siri, Alexa
There are around 3.5 billion searches* a day on Google and voice search through digital voice assistants such as Siri, Google Home or Alexa, are increasing year on year. Currently our smart speakers are used for quick queries rather than full conversations but we can see a growth in voice searches that allow you to go into the depths of a conversation. Your smart speaker will become smarter each time you interact.
It’s important we take a look at our own platforms and websites to ensure our content is written with this in mind. We need to optimise our copy for the future to allow our brands/services to be seen and wade through the noise of our competitors.
Streaming and Live Videos
According to Deloitte 69 percent of respondents have at least one streaming subscription, whether this is Netflix or music streaming services such as Spotify or Apple Music. Consumers are now willing to pay a subscription fee to have an ad-free experience with 44 percent of respondents citing “no ads” as a top reason for subscribing to a new paid streaming video service.
Podcasts are also on the rise, with users listening to these on commutes, whilst working out or before bed. We now have to consider alternative advertising methods away from traditional advertising. Audio is a great way to get your message across in a matter of seconds and marketers are increasing their spending budgets utilising this trend in 2020.
China is leading the way for innovation, with nearly half of ‘smart cities’ worldwide being built there. The Western world is taking note from the East and beginning to explore this convenience driven concept. Cities such as New York with its first cashierless Amazon Go store and same day deliveries from Amazon Fresh in the UK are cashing in on this ever growing digital market.
Facial Recognition and QR code payments are becoming the norm. According to a report “Facial Recognition Market” by Component, the facial recognition industry is expected to grow to $7.0 billion by 2024 in the US alone. Technological progression today is about how accessible products are and how fast we can receive our goods.
However, convenience comes with its flaws; longer shifts, overworked staff and controversies surrounding surveillance and data. There is currently no real regulation when it comes to biometric or facial recognition technology at this stage, so how much information are we giving these companies and how far is too far? Only time will tell…