Human Presence, Pop-up Events & Voice Search Among Top Trends for Retail Marketing in 2020
Marketing researchers R.R. Donnelley & Sons Company recently unveiled a new report that outlines the five trends that they feel will shape retail marketing decisions for 2020.
Trend #1: From Omnichannel to Optichannel
For years, marketers have been working to consider every channel in order to be successful. While this may have been realistic a decade ago, the vast number of channels make it ineffective to activate campaigns across all these channels and mediums. In 2020, marketers will take a step back and adopt a more holistic approach, essentially ditching the omnichannel mindset in lieu of “optichannel,” which means making strategic decisions based on the brand promise, customer expectations, personal preferences, and the anticipated return on investment.