{"id":46729,"date":"2023-10-06T14:10:17","date_gmt":"2023-10-06T13:10:17","guid":{"rendered":"https:\/\/grayling.com\/news-and-views\/five-top-marketing-and-communications-trends-for-2020\/"},"modified":"2023-10-06T14:10:17","modified_gmt":"2023-10-06T13:10:17","slug":"five-top-marketing-and-communications-trends-for-2020","status":"publish","type":"post","link":"https:\/\/grayling.com\/de\/news-and-views\/five-top-marketing-and-communications-trends-for-2020\/","title":{"rendered":"Five top marketing and communications trends for 2020"},"content":{"rendered":"

Introducing Grayling\u2019s annual trends forecast for 2020.<\/strong><\/p>\n

There is something refreshing about a new year. Most of us start January having had at least some time off, and even if you are able to switch off from work for a while and spend time with your loved ones, at some point your mind starts to drift back to work and what we might do differently or better.<\/p>\n

That\u2019s why our annual trends summary comes at just the right time, acting as inspirational fuel for professional communicators planning the year ahead.<\/p>\n

We love researching this project. It gives us the chance to look at what the most cutting edge brands and corporations are doing, what new tools and techniques are being experimented with, and how those trends we have identified in previous years are either evolving or evaporating.<\/p>\n

Anyone who has attended one of Grayling\u2019s presentations at which we present the trends in detail, or participated in one of our TrendStorm Workshops, will know there is a lot to digest, so the below is intended merely as a taster. If you want to find out more, please\u00a0get in touch with your local Grayling team<\/a>, wherever you are.<\/p>\n

Anyway, without further ado, we are pleased to present Grayling\u2019s #5:20 marketing and communication trends for 2020:<\/p>\n

Trend #1: The New Transparency<\/strong>
\nYounger consumers in particular increasingly value\u00a0authenticity and integrity<\/a>\u00a0over polished perfection. And principled brands are responding by openly sharing meaningful information and content that matters to people, from\u00a0visible supply chains<\/a>\u00a0and\u00a0behind the scenes Instagram stories<\/a>\u00a0to\u00a0candid admissions<\/a>\u00a0and\u00a0apologies<\/a>\u00a0that ring true.<\/p>\n

Trend #2: OOH Mobile<\/strong>
\nNot only out-of-home mobile but \u2018Ooh! Mobile!\u2019. Impactful mobile campaigns are putting the emphasis on the mobile, to reach and engage users in relevant contexts and increase amplification and conversion. From\u00a0location activated stories and offers<\/a>\u00a0to\u00a0AR overlays<\/a>\u00a0and\u00a0PIN codes<\/a>, these environment-driven mechanics work to grab people\u2019s attention when they\u2019re out and about, and bridge the gap between the digital and material worlds.<\/p>\n

Trend #3: Nudge for Good<\/strong>
\nCompanies are turning their (genuine) values into\u00a0action<\/a>, using ethical leverage to help customers to\u00a0change their behaviour for the better<\/a>\u00a0and positively impact society. From habit-building\u00a0incentives<\/a>\u00a0and\u00a0devices<\/a>\u00a0to attractive defaults and social norming, brands step up to help make the right choice easier and more attractive.<\/p>\n

Trend #4: Playing Hard to Get<\/strong>
\nIn the spirit of fair play, confident brands are making customers do the work to\u00a0access ad messages<\/a>, special offers, and even products themselves. Consumers\u00a0weary of pushy, poorly targeted advertising<\/a>\u00a0embrace\u00a0original and engaging interactions<\/a>\u00a0with clear give and take, and companies earn real relationships in the process.<\/p>\n

Trend #5: Brand Hospitality<\/strong>
\nWith communications ever more fragmented and consumers losing trust in digital platforms, companies of all types invest in\u00a0tangible real world venues<\/a>\u00a0and\u00a0events<\/a>\u00a0that create intimacy and trust. Welcoming, personal experiences foster goodwill and make customers feel part of the brand family, as well as generating valuable social advocacy.
\nI hope that is enough to whet your appetite. I can\u2019t wait to see how our clients tap into these trends to make 2020 a transformational year.<\/p>\n\n

 <\/p>\n

 <\/p>\n

For more information about Grayling\u2019s 2020 trends or to arrange a planning workshop with our team, please contact George Eddy: george.eddy@grayling.com<\/a>\u00a0<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"Introducing Grayling\u2019s annual trends forecast for 2020. There is something refreshing about a new year. 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