New Ideas in Marketing
Essential news for marketers, summarised by YouGov

In 2020, they must show direct connection between consumer purchase and impact.

The piece states some marketing practices and tactics brands must leave behind in 2019, and the ones that must be a part of 2020 planning. Companies must move away from “keyword stuffing” to improve SEO given the launch of Bidirectional Encoder Representations from Transformers (BERT) by Google.

BERT analyses keywords in a relational and contextual manner, thereby supporting the mission of engagement marketing. As per Marketo, solely promoting a brand’s dedication to sustainability or philanthropy will not suffice in 2020.  

In 2020, companies must map a line from customer’s point-of-purchase to the influence they’ll have on the world. Brands must encourage customers to make an impact, rather than them just seeing companies doing so.

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[5 minute read]

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