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Check out 10 trends in Digital Marketing that your brand should pay attention to in 2020

Confira 10 tendências tendências do Marketing Digital que a sua marca deve se atentar em 2020

Unlike some areas that take years and years to consolidate trends, digital marketing is one of those areas where you must always be aware of technological innovations. Otherwise, brands are easily left behind and become less competitive. That's why we've listed some of the media and platforms your brand should pay more attention to in 2020, to follow Digital Marketing trends.

Read too: Learn why it is important to invest in a Digital Marketing strategy, such as SEO

Don't Ignore Instagram

Currently being one of the social networks with the highest retention in Brazil, Instagram is a platform that has a very interesting proposal for approaching the public, thus having great potential to attract new customers and pass on the brand's values through content on a daily basis. In addition, Google Ads and other resources are expected to migrate to Instagram advertising, thus leaving the platform's terrain even more fertile for content marketing.

More real social networks

Until a few years ago, it was very common for brands to be concerned with building millimetrically impeccable feeds. However, what agencies have observed is that the public interacts better with publications that are closer to ordinary people, that is, without corporatism or the use of super elaborate layouts. Thus, a trend that can be observed in this year of Digital Marketing is the growth of posts with relaxed content in real time, thus resulting in greater public identification with the brand.

More interaction on your social networks

Taking advantage of this hook of strengthening the relationship with the public, also use social media publications to invite your followers to comment, so the brand can be more successful on social media and reach more people in an organic way, that is, without sponsorship Ads. If on Facebook you can make posts to generate comments and the most diverse reactions, on Instagram, encourage people to save your posts.

However, don't forget the Stories, in this tool, users can react to your content, whether it's more relaxed or serious.

whatsapp business

Last week we published an article talking about how to use WhatsApp Business. One of the cited advantages of this media is that it can reach a large number of people, as it is one of the platforms with the most active users in Brazil. Therefore, it is essential to take advantage of this application to list your products or services and communicate directly with customers.

Read too: Practical and dynamic: see how to use Whatsapp Business and optimize your company's communication

Give LinkedIn a chance

Before starting to invest content on LinkedIn, you need to know whether or not your audience uses the platform. Being more recommended for B2B, corporate and HR professionals, a feature that is worth noting in the coming months is the possibility of live that the platform is developing. Thus, it will be possible to produce dense content in a much more dynamic and efficient way.

Follow Alliance Comunicação on LinkedIn, Click here!

From Google to social networks

Still talking about social networks, in 2020 a feature should arrive that will liven up social media. This is because it is planned to incorporate content generated on social networks into Google results. That is, posts made on platforms such as Facebook and Instagram can reach an audience beyond their respective users and thus enhance the ranking of brands that already have a history of producing content on blogs, for example.

More media for blogs

Blogs are one of the main tools of content marketing. However, in addition to helping the site's organic ranking in the medium and long term, this content tends to gain a new prop, audio text. The resource also has the advantage of democratizing the material, as people who are deaf or have other limitations will have efficient access to what is being discussed.

Podcasts are also among the trends in Digital Marketing

Continuing with the audio subject, it is impossible not to talk about the phenomenon of podcasts. According to a Spotify survey carried out at the end of 2019, consumption of this content model has grown by 21% per month since January 2018.

One of the main advantages of this medium is that it can be consumed by the public during working hours, at the gym or performing another mechanical task. In this way, the podcast can capture other groups and, consequently, gain new customers who share their ideas.

data protection

The General Data Protection Law should come into force this year. With that in mind, this is a key moment to talk to customers about the use of their data. The idea is for companies to transparently inform their customers about what will be done with the information provided and leave the unsubscribe option always open.

2020 Olympics in Japan

Nowadays, in addition to being a big event, sporting events are the time to see different ideas in action. With that, it's pretty cool that brands keep an eye on the trends of the Olympics in Japan, which should launch trends in digital arts, automation and everything else that can be used as a digital marketing strategy.

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Why should companies dedicate energy to their Sustainability Reports?

Por que as empresas devem dedicar energia a seus Relatórios de Sustentabilidade

The theme “sustainability” is very recent for our society. The first world conference on the environment was only held in the 1970s, shortly after we received the first images of the Earth – coming from space, after the launch of the mission that took us to the moon -, and we came across what we were doing with she. 

Eco 92 was the first time that we actually heard about “sustainable development”. Since then, we have evolved a lot in this respect, although not satisfactorily in its entirety. We discovered that this development involves other practices, such as economic, social and not just environmental – the famous triple bottom line. 

People are more aware. They are growing more aware of how and at what cost companies produce. According to a study How to speak Z, 92% of Gen Z youth care about social and environmental causes. Among Millennials – Generation Y – this percentage is 87%.

Given this scenario, with the social, environmental and economic challenges faced by companies today, sustainability management must be a priority in business strategies in any segment. This means that it is not enough just to have initiatives in favor of causes, it is necessary to have sustainability in management, decisions and day-to-day attitudes.

This is where the Sustainability Report comes in. While originally seen as a way to build trust and enhance reputation, it is now truly a strategic tool used to support sustainable decision-making processes, drive organizational development, achieve better performance, engage stakeholders and attract investments. 

But what is the Sustainability Report?

Briefly, the report is a document where companies gather information with the aim of measuring and disclosing all the environmental, economic and social impacts that their activities generate. It is the main tool that companies have to present their performance to society. 

This report tends to be very favorable to organizations. In addition to contributing to improving the public's image of the brand, it is an important starting point for self-knowledge, helping the company to detect positive and negative points in its management. And it all starts with the development of the Materiality Matrix.

What is the Materiality Matrix?

Materiality is an accounting principle that was adapted by the sustainability area to identify non-financial aspects that are relevant to the company. It consists of the organization's knowledge process of the most relevant subjects for it according to the business strategy and the perception of impacts of the public with whom it relates: the stakeholders.

It is estimated that 80% of a company's market value results from intangible assets such as reputation, image, brand recognition, relationships, customer loyalty, innovation capacity, transparency and corporate governance, brands and patents and policies. 

The objective of the materiality analysis is to identify which environmental, social and governance aspects protect and add value to the business. In addition to providing the basis for the reporting process, this study can be an important tool for prioritizing actions and integrating sustainability practices into the companies' strategy and management. 

What are the most used indicators and guidelines?

A common question in the corporate environment is which indicator is most suitable for each company. In general, all reporting tools have the main purpose of transparently communicating the actions, commitments and goals adopted. The main difference between them is in the structure, considering that in each one there are rules guided by different organizations, such as: IIRC, GRI, CDP, SASB, ETHOS, IBASE.

Sustainability Report (RS) – Focused on publishing practices and actions related to the main impacts of the company, based on the pillars of the triple bottom line, environmental, social and economic. It also addresses issues that are a priority not only for the company, but also for its stakeholders.

Social Balance (BS) – The main objective is to communicate the practices of a company in the context of Social Responsibility, with a variable structure based on the themes adopted by the company.

Integrated Report (IR) – The main feature is the emphasis on integrating information in a concise way, with a very strategic and future-oriented focus. 

Benefits obtained with the issuance of the Sustainability Report

  • It improves the management of socio-environmental risks by the organization and by society;
  • Allows better definition of strategies related to sustainability in the economic, social and environmental spheres;
  • It improves dialogue between the organization and stakeholders, contributing to the generation of common solutions;
  • Integrates organizational departments promoting strategic alignment;
  • Provides greater transparency between the company, partners and society.

Even though the Sustainability Report is not a legal requirement, it is advisable that all companies, regardless of their size, issue it annually. This brings transparency to their activities, as well as underscores their commitment to their consumers and society.

In short, the Report is indeed an important communication and management tool!

To paraphrase Neil Armstrong, the Sustainability Report is a step for the company, but a giant leap for humanity.

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Why it's important to have an accessible web platform for PwDs

Por que é importante ter uma plataforma web acessível para PcDs

The simple habit of accessing the internet to do research, read the news or communicate with other people has become practically organic in the last decade. Who has never 'Googled' quickly to confirm information in a matter of seconds, for example? It turns out that this behavior, which for many is trivial, turns out to be a great challenge for people with limited mobility.

It turns out that, in many cases, the disability is not severe to the point of completely excluding Persons with Disabilities (PwDs) from using the computer. However, in most cases, the programming development of web platforms does not take into account the need to serve blind people, with low vision, significant hearing impairment, difficulty in handling the mouse to access their digital content.

However, an accessible web platform is not restricted to democratic programming in the physical sense, limitations related to memory, attention, reading and linguistics, mathematical comprehension and visual comprehension must also be taken into account. As exemplified by the Electronic Government Accessibility Model (eMAG), a person with dyslexia may not be able to read a page properly because of poor design.

What is eMAG?

The Electronic Government Accessibility Model is a set of recommendations for federal government websites to have the most accessible content possible. The document includes a series of standardizations and follows international standards, since it is an adapted version of the international document Web Content Accessibility Guidelines: Web Content Accessibility Guidelines (WCAG) and serves as a guide for entrepreneurs in private companies.

Given this scenario, following the guiding principle of eMAG in the development and adaptation of digital content — ranging from texts to audiovisuals — welcomes people respecting their respective needs, since assistive technology resources, such as adapted keyboards and screen magnifiers, by themselves they just don't guarantee everyone's access to the content.

What is an accessible website?

An accessible website, according to eMAG, must allow all contents to be accessed by keyboard, offer a hierarchical navigation structure in the header and present content distinguished by blocks. In addition, the fields must also contain some form of differentiation other than just color, so that colorblind users are not harmed.

Furthermore, the platform must also include images with alternative text describing them. The writing resource is equally important for the subtitles that must be present in all videos, as well as the translation into Brazilian Sign Language (Libras). Audio description is another tool that should integrate audio and audiovisual media.

Implementing these possibilities also improves the ranking of your site on Google, since having a site characterized by ease of navigation allows a larger audience — according to the latest survey by the Brazilian Institute of Geography and Statistics (IBGE), there are 45 million PwDs in Brazil — access it, following the same SEO-based boosting templates. 

Digital Accessibility Seal

In May 2018, the São Paulo City Hall launched the Digital Accessibility Seal. The idea is to certify private companies to follow the criteria established by national standards. Anchored in the Brazilian Inclusion Law, the seal is awarded to platforms that have at least 95% of eMAG adherence and comply with all items on the checklist for manual analysis of accessibility in portals.