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How evolving risks and consumer distrust will shape digital marketing in 2020

Data: 2020 m. vasario 03 d.

Managing affiliates, Amazon product search and Google Shopping should be carefully managed to protect your brand in the coming year.

 

Against a backdrop where competition is as fierce as it’s ever been, digital marketing teams are increasingly seeking out new strategies to drive awareness and brand engagement. Brands are also prioritizing control of their brand experience and deploying defensive strategies to protect their organization from competitors and the inherent uncertainty that comes with being online.

With that in mind, here are five key factors that will impact the decisions that digital marketing leaders make in 2020.

 

1. As consumer skepticism grows, affiliates will play an even more vital role in the marketing mix

 

While there are several factors fueling the recent growth we are witnessing in the affiliate industry, one is the erosion of brand loyalty. With the internet making it easy for consumers to gather information and purchases from any brand around the globe, the idea of consumer loyalty is but a memory.

 

Exacerbating things is the fact that the term “Fake News” has evolved beyond the media into the business world. In fact, 63% of consumers say they trust the information they receive from influencers more than from brands, making true and accurate disclosures particularly important. And while this may be dismaying for marketers who must increasingly look outside the typical marketing mix to get the job done, for affiliates, this only signals further growth.

 

Good affiliate partners are adept at cultivating tight customer relationships by offering valuable sources of information far beyond special offers and discounts. As “fake influencers,” widespread data breaches, and privacy concerns continue to erode trust and loyalty, we expect that savvy brands will increasingly look to forge strong relations with affiliates who work as true partners and consistently deliver incremental revenue.

 

2. Amazon product search dominance continues to climb, despite some setbacks

 

Amazon is the go-to platform for consumers looking for a specific brand of product and this will likely continue in 2020 and beyond. While headline-grabbing occurrences such as Nike deciding to leave Amazon had some thinking other big brands would follow suit, the platform has all but handcuffed the brands who sell through it.

 

However, Amazon still faces plenty of near-term challenges that need to be addressed in 2020. It’s no secret that Amazon has a counterfeit problem — in 2018, Amazon spent $400 million fighting fraud. And while it’s one thing when counterfeit goods start diluting customer’s perceptions of the platform, it’s an entirely different situation when massive brands like Nike leave due in part to Amazon’s inability to fix the issue.

 

We can expect Amazon to double down on this spend and deploy more aggressive internal measures in 2020. However, so long as the company prioritizes a broad selection of products and cheaper prices over everything else, it’s a problem that will likely persist.

 

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