Our NZ MARKETING INSIGHTS & TRENDS FOR 2020 presentation and slide deck will be released in January 2020 but we have a very special offer saving you $50 if you pre-order today (see details below).

Some of the key topics featured include:

The first section of the presentation takes a look at what we can expect in 2020, globally and within New Zealand, from an economic and political perspective. Another election year in NZ, more international machinations.

Topics of note include:

• The New Zealand population will reach 5 million by 2020. What are the implications?
• Too many Kiwi marketers don’t believe we are ready for the new digital world. How can we prepare more effectively?
• Global economic trends are not encouraging, and New Zealand business confidence indicators are lagging. Should we be worried?
• IDC researchers estimate that by the end of 2020, more than 60% of New Zealand business-to-consumer organisations will have adopted Net Promoter Score as their leading success metric. Is that a good thing?

Consumers, in New Zealand as elsewhere, are constantly changing their behaviours, their attitudes and their preferences. We take a look at some of the macrotrends and microtrends that are influencing what we want and what we need, and the implications for marketers.

Amongst the Kiwi consumer trends we examine:

• goodbye to plastic bags and hello to a more sustainable environment where “do no harm” is taking precedence over convenience
• the hyper- personalisation of everything
• Millennials and Generation Z reinventing customer behaviours
• B2Me taking over from B2C
• cultural shifts reshaping consumer behaviour in seemingly contradictory ways
• the endless march of the sharing economy
• the growing adoption of click and collect
• the next step in subscription meal kits, with pre-prepared, ready-to-cook meals beginning to substitute for kits containing recipes-plus-all-ingredients
• plant-based meat replacements gathering momentum, soon to be joined by substitutes for fish
• medical apps putting the future of health care in the palms of patients’ hands
• consumers now want to know much more about the sources of products they buy, especially food and drinks
• they are more responsive to new products than they’ve ever been. The downside of that new attitude: 92% of consumers simply don’t consider themselves brand-loyal
• consumers are becoming more willing than ever to expand their comfort zones, push themselves to the limit with new experiences
• they are using social media to compete with and offer inspiration to their peers

Influencer marketing has gained a lot of buzz in 2018 and 2019. Will that continue in 2020, especially now that the most common currency, likes, seems to be evaporating into the ether on both Instagram and now Facebook? We review the possibilities.

We also take a look at recent research to determine exactly how influential these Kiwi micro-personalities actually are, and how they compare to others elsewhere in the world.

And we peek at upcoming influencer trends, including:

• the growing use of AI in influencer marketing
• expansion into more engaging content formats, including interactive and VR/AR
• more formal development of ambassador programs for influencers
• data-driven influencer campaigns
• more focus on storytelling
• more prominence for videos
• the emergence of TikTok and Twitch as influencer marketing channels
• thinking outside the ‘gram

Our Search analyses cover a wide range of subjects, including:

• Position zero, also known as the featured snippet at the top of a Google results page, represents the first search result that appear for a particular query. Are you the best answer to someone’s question?
• Google has now implemented mobile-first indexing for all searches through mobile devices. If your website isn’t mobile-ready, it won’t be found.
• Social media is now a factor in search engine ranking. Better get your act together there as well as on your website.
• Voice search is going gangbusters, With ComScore predicting that by 2020, 50% of all searches will be by voice.
• Your search results will benefit if you dig deep and analyse the keywords in which your prospects are actually interested. So how do you do that? We share some actionable tips.
• And video continues to make a huge impact on search rankings.

Video continues to be white-hot, with more and more marketers adding online video to their list of must-have tools and techniques for 2020. Not all videos are created equal, however, and we look at the demand for Vertical Videos (thanks, Instagram), Square Videos (preferred by the social networks), Outstream Videos and other permutations and combinations now on offer.

Automation has given marketers an ever-increasing ability to personalise content on-the-fly, tailoring messages to both customers and prospects. As it turns out, consumers have noticed, they like it and they expect more and more messages to be customised just for them. In fact, research indicates that many consumers say that they are likely to ignore or abandon uncustomised messages in favour of more personal communications. But marketers struggle to find enough data to make meaningful customisation of their messages.

We look at the specific personalisation trends and opportunities in 2020, including real-time personalisation of videos and other multimedia offerings.

The new European General Data Protection Regulation (GDPR), which came into effect in mid-2018, has cast a long shadow around the world. Many governments are actively considering reshaping their own legislation to mimic the European requirements and major data users such as Facebook and Google have evolved their own rules and regulations to ensure that they are compliant with GDPR. We examine the continuing implications for marketers in 2020 and look at the new NZ Privacy Act.

Driven in part by consumers’ migration to mobile devices (and the consequent implications for smaller file sizes and download speeds) and by the usual evolution of creative expression, we’re seeing a number of new trends in website and app design that will have a major influence in 2020.

Video and animation are becoming the design elements of choice, even with data size restrictions. We review what’s hot and what’s not for the year ahead.

Augmented Reality and Virtual Reality are both staking a claim on consumer attention for the near future. So far,there’s one clear frontrunner: Augmented Reality only requires a mobile phone and the appropriate software, while VR still needs goggles and/or other accessories. Don’t expect that situation to change much in 2020 but keep an eye on the future as other technological developments speed the evolution.

We look at what you need to know about Artificial Intelligence, its uses and its possibilities in marketing.

In particular, you need to know:

• how Artificial Intelligence is currently being used in marketing
• Artificial Intelligence Tools that are available for you to use to improve your marketing operations
• planned and imminent developments for AI that may impact on your marketing effectiveness
• how AI is currently being used to assist consumers
• the implications (and the risks) of consumer uses of AI

Blockchain has had its reputation a little tarnished by bitcoin and other cryptocurrencies, although Facebook and its partners may change all that with its recently-announced Libre currency. Still, blockchain’s underlying technology has the potential to have a substantial impact on many industries, not least of which is marketing.

We review what’s currently hot for blockchain in the marketing and advertising arena, and help you to understand what it might mean for you.

The transformation of television from linear, scheduled content to smorgasbord, watch-what-you-want-whenever-you-want offerings continues at a frantic pace. Netflix’s position as dominant Subscription Video provider will be strenuously challenged in 2020 as new players Disney+ and Apple TV make their New Zealand debuts. We examine the implications, both for audiences and for marketers.

And we look at the lessons already learned through Spark Sport’s experience with the Rugby World Cup and what that means for the combination of live sport and streaming.

But Wait, There’s More

A roundup of other key marketing technology trends follows, including Programmatic Advertising (still flourishing despite the closure of KPEX).

We consider the transformative effects of 5G cellular.

And we close with a brief look at other Future Technology trends that will impact in later years.

Personal Use and Agency Use Rights

This NZ MARKETING INSIGHTS & TRENDS FOR 2020 report, like all our Marketing Insights presentations, comes with personal use and agency use rights: you can present these reports to your own team and to your clients and prospects, bringing everyone up to speed on the latest marketing insights and trends as we accelerate into 2020. All presentations are unbranded, so you can add your own branding and comments.

All of our presentations in this Marketing Insights series consist of at least 150 slides, dealing with as many key insights.

PRE-ORDER NOW AND SAVE $50

Once it’s published, the “NZ MARKETING INSIGHTS & TRENDS FOR 2020” report and slide deck will be available for $697+GST.

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