On Our Radar: 2020 Digital Marketing Trends

What We’re Looking Forward to in 2020

2020 is here and as we enter a new decade, there are many things to look forward to, not only in our personal lives but in digital marketing – tourism and beyond. Our team took some time to reflect on what we’re looking forward to this year! Read on to learn about digital marketing trends and everything else that’s on our radar for the coming year.

1. What digital marketing trends are you going to be looking out for this year?

One of the exciting digital marketing methods we’re starting to get more and more interested in is multiplatform campaigns. Each platform has a distinct audience and diverse strengths. If a content piece is successful on Facebook, it will most likely be successful as a native programmatic ad or on Twitter. With all the retargeting tools available, this also means you can target the same users in different ways! Our Digital Awareness campaigns, such as Oakland’s 2019 National Geographic campaign, are a great example of how to do so strategically.

Nick DanowskiLead Content Strategist

I’m looking forward to DMOs taking a much more paid, strategic approach to what they are doing with their social content. There is so much fantastic content being created in this industry but so little of it is actually supported with paid efforts. During the last couple of years, I’ve seen budgets shifting significantly to support social content and that’s really exciting to see. I’m hopeful that we’ll be able to leave organic strategies in the dust and begin to implement more thoughtful paid programs to support the remarkable content that destinations are creating so regularly. Also, TikTok! What’s happening there is quite interesting! I’m curious to see how tourism gets involved in that space.

Brian MatsonSenior Director of Strategy and Education

I am interested to see how or if TikTok will make a major impact in the destination marketing space.  It’s too early for me to make a commitment to it, but we are watching it attentively.   We are also seeing a growing interest in the stories on Facebook and Instagram – especially for advertisers.  There has been some great success in those areas for us recently. And, lastly, we’ll be watching the evolution of all social platforms and the opportunities they will provide for building new audiences through advertising.

Dave SerinoFounder and Chief Strategist

I think advancements for engagement marketing strategies will pick up in 2020. Younger generations want convenience, this includes being accessible to your customers 24/7, and doing it fast. LiveChat bots and other automated customer service techniques will only grow more and more in the digital space.

Miranda BonoDigital Advertising Strategist

I am looking forward to learning more about TikTok and how it can be used as an advertising tool. I’m also curious to see if it has the same shelf life as Vine did, or if it will be around a lot longer and become another one of the Big Dogs in the digital advertising industry. I’ve been on the app a few months, and while it is definitely a time suck, it holds my entire attention while I’m using it. I’ll be curious to see if brands start joining the trend or if it will fade away as Snapchat has over the past few years.

Megan SchroderDirector of Special Projects

One of the exciting digital marketing methods we’re starting to get more and more interested in is multiplatform campaigns. Each platform has a distinct audience and diverse strengths. If a content piece is successful on Facebook, it will most likely be successful as a native programmatic ad or on Twitter. With all the retargeting tools available, this also means you can target the same users in different ways! Our Digital Awareness campaigns, such as Oakland’s 2019 National Geographic campaign, are a great example of how to do so strategically.

Nick DanowskiLead Content Strategist

I’m looking forward to DMOs taking a much more paid, strategic approach to what they are doing with their social content. There is so much fantastic content being created in this industry but so little of it is actually supported with paid efforts. During the last couple of years, I’ve seen budgets shifting significantly to support social content and that’s really exciting to see. I’m hopeful that we’ll be able to leave organic strategies in the dust and begin to implement more thoughtful paid programs to support the remarkable content that destinations are creating so regularly. Also, TikTok! What’s happening there is quite interesting! I’m curious to see how tourism gets involved in that space.

Brian MatsonSenior Director of Strategy and Education

I am interested to see how or if TikTok will make a major impact in the destination marketing space.  It’s too early for me to make a commitment to it, but we are watching it attentively.   We are also seeing a growing interest in the stories on Facebook and Instagram – especially for advertisers.  There has been some great success in those areas for us recently. And, lastly, we’ll be watching the evolution of all social platforms and the opportunities they will provide for building new audiences through advertising.

Dave SerinoFounder and Chief Strategist

I think advancements for engagement marketing strategies will pick up in 2020. Younger generations want convenience, this includes being accessible to your customers 24/7, and doing it fast. LiveChat bots and other automated customer service techniques will only grow more and more in the digital space.

Miranda BonoDigital Advertising Strategist

I am looking forward to learning more about TikTok and how it can be used as an advertising tool. I’m also curious to see if it has the same shelf life as Vine did, or if it will be around a lot longer and become another one of the Big Dogs in the digital advertising industry. I’ve been on the app a few months, and while it is definitely a time suck, it holds my entire attention while I’m using it. I’ll be curious to see if brands start joining the trend or if it will fade away as Snapchat has over the past few years.

Megan SchroderDirector of Special Projects

2. In your opinion, what is the biggest takeaway from 2019 to bring to 2020? (& beyond)

I noticed a significant increase in CVB’s looking for conversion points to help justify their online efforts and spends. It’s exciting to see points of purchase making their way into the fold of CVB marketing strategies. So much of what has been done in the past was solely about destination awareness and branding. Today, we’re seeing more opportunities to package experiences and track results. This feels like a big shift for the industry where we can solidify our relevancy and communicate our impact on local economies. Along with this comes a real sense of “coopetition” that is encouraging collaboration among partners in ways we’ve never seen.

Brian MatsonSenior Director of Strategy and Education

Video and Live Stories were pretty big this year, I think this will continue but move towards shorter more digestible animated ads.

Miranda BonoDigital Advertising Strategist

Machine learning from all of the ad platforms.  It continues to improve and we have to continue to leverage our strategic approach with the technology and resources that these platforms provide us for continued success.

Dave SerinoFounder and Chief Strategist

I think one of the biggest takeaways for me this year is the importance of the basics. For example: having an informative website, a consistent social media presence, good communication, solid written content, good visuals, etc. The best results we see on an organic side typically come from really solid foundations. Just like most things, it’s important to establish the basics before going into the more complicated parts of the industry.

Megan SchroderDirector of Special Projects

One thing that I found especially surprising was how powerful link-type posts have become at driving traffic in 2019. In our 5 Things You Need to Know About Facebook Link Posts blog, we detailed how in one case, the click-through rate of the link-type post was over 300% better than photo-type posts (with links in captions). This same rule of thumb applies to Twitter and LinkedIn. Remember: having an engaging headline is key!

Nick DanowskiLead Content Strategist

I noticed a significant increase in CVB’s looking for conversion points to help justify their online efforts and spends. It’s exciting to see points of purchase making their way into the fold of CVB marketing strategies. So much of what has been done in the past was solely about destination awareness and branding. Today, we’re seeing more opportunities to package experiences and track results. This feels like a big shift for the industry where we can solidify our relevancy and communicate our impact on local economies. Along with this comes a real sense of “coopetition” that is encouraging collaboration among partners in ways we’ve never seen.

Brian MatsonSenior Director of Strategy and Education

Video and Live Stories were pretty big this year, I think this will continue but move towards shorter more digestible animated ads.

Miranda BonoDigital Advertising Strategist

Machine learning from all of the ad platforms.  It continues to improve and we have to continue to leverage our strategic approach with the technology and resources that these platforms provide us for continued success.

Dave SerinoFounder and Chief Strategist

I think one of the biggest takeaways for me this year is the importance of the basics. For example: having an informative website, a consistent social media presence, good communication, solid written content, good visuals, etc. The best results we see on an organic side typically come from really solid foundations. Just like most things, it’s important to establish the basics before going into the more complicated parts of the industry.

Megan SchroderDirector of Special Projects

One thing that I found especially surprising was how powerful link-type posts have become at driving traffic in 2019. In our 5 Things You Need to Know About Facebook Link Posts blog, we detailed how in one case, the click-through rate of the link-type post was over 300% better than photo-type posts (with links in captions). This same rule of thumb applies to Twitter and LinkedIn. Remember: having an engaging headline is key!

Nick DanowskiLead Content Strategist

3. What are you looking forward to personally in 2020?

I’m excited to be going to Europe for the first time! My lovely girlfriend and I will head to London for about a week in April of 2020. I’ve wanted to visit the UK since I was a kid – to soak in the sights & sounds and visit all the museums, markets, and pubs. My brother even got us tickets to a Gatsby immersion party for Christmas. Of course, I’m hoping to land tickets to the North London Derby (considered one of the fiercest rivalries in all of sport) soccer game at Tottenham’s brand-new stadium! I can’t wait.

Nick DanowskiLead Content Strategist

I am particularly excited for the TwoSix Summit in June.  It’s been quite a while since I have been involved at this level in the educational conference game and it’s fun to back at it.  I think members of the tourism industry who attend the event will be very impressed with the insight from our speakers, who are all up and coming thought leaders in the area of digital marketing.  I am also excited to showcase the city of Detroit for those who are from outside the area.  There is so much new stuff happening there on a daily basis and it will be great to have them experience it first hand.

Dave SerinoFounder and Chief Strategist

I am excited about the TwoSix Summit for sure. It’s going to be really solid and most importantly, tactical. Attendees are going to get a lot out of it. Also, in 2020 I’m looking forward to my speaking schedule where I will be delivering several keynotes and general sessions at state-level tourism conferences. It’ll be fun to be on the big stage! Personally, I’m excited to be finishing up my 2nd vintage motorcycle restoration in the coming months and training our new poodle puppy to do all kinds of fun tricks.

Brian MatsonSenior Director of Strategy and Education

I just moved to a new area and I am really looking forward to finding all of the fun things I can do outside in warmer seasons, especially trails for my dog and I. This year will be the year I live in the moment more and appreciate nature more.

Miranda BonoDigital Advertising Strategist

I’m getting married in 2020, so I am definitely excited about that! I also have a few trips in the works, which I am definitely looking forward to.

Megan SchroderDirector of Special Projects

I’m excited to be going to Europe for the first time! My lovely girlfriend and I will head to London for about a week in April of 2020. I’ve wanted to visit the UK since I was a kid – to soak in the sights & sounds and visit all the museums, markets, and pubs. My brother even got us tickets to a Gatsby immersion party for Christmas. Of course, I’m hoping to land tickets to the North London Derby (considered one of the fiercest rivalries in all of sport) soccer game at Tottenham’s brand-new stadium! I can’t wait.

Nick DanowskiLead Content Strategist

I am particularly excited for the TwoSix Summit in June.  It’s been quite a while since I have been involved at this level in the educational conference game and it’s fun to back at it.  I think members of the tourism industry who attend the event will be very impressed with the insight from our speakers, who are all up and coming thought leaders in the area of digital marketing.  I am also excited to showcase the city of Detroit for those who are from outside the area.  There is so much new stuff happening there on a daily basis and it will be great to have them experience it first hand.

Dave SerinoFounder and Chief Strategist

I am excited about the TwoSix Summit for sure. It’s going to be really solid and most importantly, tactical. Attendees are going to get a lot out of it. Also, in 2020 I’m looking forward to my speaking schedule where I will be delivering several keynotes and general sessions at state-level tourism conferences. It’ll be fun to be on the big stage! Personally, I’m excited to be finishing up my 2nd vintage motorcycle restoration in the coming months, cheering on the Minnesota Vikings in the NFL playoffs, and training our new poodle puppy to do all kinds of fun tricks.

Brian MatsonSenior Director of Strategy and Education

I just moved to a new area and I am really looking forward to finding all of the fun things I can do outside in warmer seasons, especially trails for my dog and I. This year will be the year I live in the moment more and appreciate nature more.

Miranda BonoDigital Advertising Strategist

I’m getting married in 2020, so I am definitely excited about that! I also have a few trips in the works, which I am definitely looking forward to.

Megan SchroderDirector of Special Projects