Which media strategies will die out in 2020?
With only a few weeks left in 2019, it's time to look back at the year we had and plan for the next. The media strategies that brought us success and the media strategies that will die out. Just like any other trend, marketing trends come and go. In a recent Ad Age article, members of Ad Age Collective share their thoughts on which media strategies will die out and new trends to look out for.
- Mid-tier influencer marketing
Consumers' trust in influencers is disappearing fast along with their results. Mid-tier influencers will be replaced by measurable social ads. However, micro-influencers will remain continue to be a part of influencer marketing plans along with celebrities.- Reid Carr, Red Door Interactive
- Highly detailed personalization
With all of the privacy scandals and data breaches that happened this year there will have to be a change in 2020. To prove that companies care and are respectful of their consumers, there will be a pullback on personalization to secure their private information.- Patrick Ward, Rootstrap
- Disruptive advertising
Nearly half of Internet users have ad blockers. As a result, disruptive advertising useless. Brands will have to get creative and find new ways to authentically approach consumers. Brands will experiment with virtual reality, augmented reality and other tech-driven content experiences to build awareness.- Ricky Ray Butler, Branded Entertainment Network
- Paid influencers with tons of followers
Influencers with millions of followers but zero connection to a brand will be a thing of the past. Next year will be the year of the micro-influencer—the authentic person who happens to have a connection to your brand and also happens to have a social media reach.- Rich Honiball, Navy Exchange Service Command
- User-generated content
Furthermore, user-generated content for the benefit of the brand will be long gone. Influencer commerce, selling products through online influencers, is the future. Brands will seek influencers who can sell through their network of followers.- Jason Weaver, AirDeck, Inc.
- Operating without an advertising strategy
Platforms that exist because their subscribers add value but have no advertising component will have a hard time surviving in 2020 and beyond.- Jessica Hawthorne-Castro, Hawthorne AdvertisingThe marketing world is constantly evolving but as marketers it is our job to stay on top of trends.