Pinterest revealed its 100 emerging trends for 2020 based on user data, categorized into 10 themes, including Beyond Binary, which reflects a shift toward gender neutral shopping habits. Among the other themes are Conscious Consumption, showing an increased focus on sustainable products, 90s Re-Run, Re-wilding and Pampered Pets.
Klarna CMO David Sandstrom discusses the fintech brand's "energetic" transformation and app rollout targeting millennial consumers with an emphasis on responsible lending. "We want to make people aware that it's not all about shopping ... we want to build experiences and engagement, not just drive sales. So this is a topic that we're trying to approach in a sustainable and safe way," he says.
Clideo CEO Michele Mazzaro says its video ads give marketers an alternative to banner and pre-roll ads in the form of an "interactive overlay," and the company provides marketers with data on consumers. The ads, which are being tested on e-commerce sites and use Clideo's video player but can be promoted elsewhere using links, give viewers ways to make purchases, add to a wishlist or share through social media.
Marketers should research popular keywords for targeted audiences using tools such as Google Keyword Planner and Keyword In, and then identify which keywords have the most value for particular content or campaigns, Kimberly Grimms writes. She describes how to bucket keywords to optimize marketing efforts and how to create an intent-based keyword list.
Fred Shilmover explains the emerging trend of revenue operations in business-to-business marketing, which brings together marketing, sales and customer success teams to focus on growth. He describes three ways the operational trend will benefit marketers, including removing silos, providing support and creating a more positive culture.
Louis Columbus displays 10 charts that offer insights about marketing technology used by business-to-business marketers, including a visual from Scott Brinker that shows how IT and marketing are collaborating on tech activities. A chart from Adobe outlines how marketers plan to use artificial intelligence and another from Salesforce examines the use of AI within personalization and real-time marketing strategies.
Stitch Fix's subscription fashion business is fueled by data that's curated directly from shoppers to customize product recommendations for millions of customers, improve retention and enhance internal processes, writes Blake Morgan. Data scientists and personal stylists work collaboratively to continually improve the customer experience, and Morgan says innovative data collection and usage "ensures the personalization efforts will be sustainable in the long term."
Adobe Stock has highlighted four visual trends for 2020 that can help address the "need to find new and better ways to address content velocity and attract and retain viewer attention," says Adobe's Brenda Milis. The trends focus on portraying older individuals in a more attractive light, communications that are "authentic, raw, honest and reflective of diversity in culture"; personal style that bucks stereotypes; and community-focused images.
The popular expression "digital transformation" is vague and leads to confusion, writes Centerline Digital's Kristen Powers, who suggests marketers should focus on digital maturity or "a company's ability to understand, find, engage, respond to and serve its customers." Powers contends digital maturity or customer experience is a "primary differentiator in the digital economy" and can be assessed by considering experience touchpoints, marketing platforms, and data and measurement capabilities.
Twitter tweeted the top trending content on the platform during 2019, spanning tweets and threads that attracted the most global shares, and the most-used emojis. The list also covers the most-tweeted about hashtags, movies, TV shows, actors, sportspeople, musicians and more.
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