Top Marketing Trends of 2020

A look back at some of the most notable trends of the year. View online | Sign up | Forward

BROUGHT TO YOU BY — Marketing Dive's studioID Third-Party Cookies Give Way to First-Party Data In this playbook, learn how leading marketers are leveraging first-party data to deepen customer relationships and boost revenues. Download now.   If 2020 has shown anything, it's that planning ahead can be a fool's errand. COVID-19 upturned the marketing industry on a dime in March, leaving both transformation and ruin in its wake. Just as people grew accustomed to life under a pandemic, mass protests for racial justice took over the conversation, leading many brands to reckon with practices internal and external. Around this confluence of events, key marketing trends emerged — changes to consumer habits and business strategy pivots that at once responded to crises particular to the moment and also carried long-term implications. Marketing Dive below has gathered some of the most significant developments from a period marked by historic volatility, including deep dives into the contention around TikTok and whether brands can meet consumers' growing expectations on issues from worker's rights to racial equity. We'll be back in your inbox with our regular coverage on Monday, Jan. 4. In the meantime, share this link with colleagues to help them stay informed in the new year: https://www.marketingdive.com/signup/insiders/?signup_referred_by=5b0544e291d15c374412ca76. Thank you for reading, and have a safe and happy holiday break. Peter Adams Reporter, Marketing Dive Twitter | Email Deep Dive 9 pivotal campaigns that show how marketing transformed in H1 Rocked by disruption, marketers were pressed to address both a pandemic and racial injustice amid slashed budgets. Some efforts stood out with fresh creative, a hopeful tone or tangible action. Is the ad world's push for racial justice a moment or a movement? Four months after George Floyd's death, the ongoing need for brands and agencies to ensure diversity in their organizations and campaigns was addressed by several panels during Advertising Week. Deep Dive How a Joe Biden presidency could impact brand marketing Historically risk-averse marketers embraced causes from immigration to environmentalism under President Donald Trump. Lingering division means the industry shift will be less radical this go-around. Deep Dive CPG marketers roll the dice on new experiments amid data upheaval In a quest to get closer to customers through data, brands are asserting their independence from walled gardens by recentering on owned experiences. Deep Dive How TikTok's uncertain future and COVID-19 are transforming influencer marketing As the TikTok shakeup continues, competitors are wooing influencers and becoming more accessible with new video tools while content evolves to be more frank.  Deep Dive Why marketers must evolve their outlook on gender — or lose out From consumer campaigns to product design, the adoption of less narrow, binary definitions of gender could be critical to growth and winning over audiences like Gen Z.   Deep Dive Brands recalibrate to community-building during quarantine Social distancing mandates upended in-person activations, leading brands like Chipotle to get creative with cultivating connections online. But can they sustain momentum once the pandemic subsides? UPDATED Podcast dealmaking is exploding in 2020 — and marketing dollars will follow A deluge of deals this year, including Omnicom inking an unprecedented $20 million ad pact with Spotify, signal the medium's ascendance will continue as consumers favor mobile-first content. Deep Dive Why brands are doubling down on hip-hop talent Marketers are more deeply integrating rappers into campaigns to target wider audiences, providing a way forward after the current pandemic subsides. Deep Dive Coronavirus brings thorny issue of worker treatment to the marketing fore Consumers are putting more value on brands that treat their employees well during the pandemic, but the crisis has sharply amplified labor tensions.

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