Divining marketing trends for 2020

/ 04:03 AM December 27, 2019

I invited our team in Mansmith and Fielders Inc. to share some of the marketing trends they see happening in 2020, and each shared one major point.

Rowen Untivero, the chief sales strategist-account—Situation strategy, using an analytical tool to identify business-to-business opportunity while also considering organizational dynamics to determine the winning account strategy and avoid resorting to price tactics.


Emilio Macasaet, the chief channel marketing strategist—Disintermediation, the removal of intermediaries in the distribution channel, will make greater strides in quest for more efficient Route-To-Market (RTM) models with serious implications to distributors, wholesalers, and retailers who have been fossilized by the old frameworks. Most companies will narrowly focus on directly serving customers that matter most to them (versus casting wide nets on a red ocean) through effective segmentation, customized offerings, and channel management capabilities.

Malu Dybuncio, the chief business development strategist—Greater need for soft skills development in marketing organizations. Organizations will increasingly need to teach their junior executives and workforce how to work in teams, manage and lead, as more and more of those comfortable in a virtual/digital world reach higher levels of responsibility. Management and leadership skills and processes will also need to be adapted to deal with remote offices and a workforce with less face-to-face interaction.


Donald Lim, the chief digital strategist—Esports will start to become an attractive medium as more eyeballs shift to watching esports via Facebook live and Wwitch, and casual players drive social media conversations and views. Ecommerce is also expected to become part of a brand manager’s portfolio as it closes the entire marketing to sales loop. Finally, customer data acquisition and data mining will become an important discipline as brands start hiring data miners and engineers.

Albet Buddahim, the chief marketing capability strategist—Hybrid of Marketing + IT/Tech talents will be a competitive advantage for businesses who are playing to win as marketers will relearn how to truly leverage Facebook, Google and CRM technologies to be a key enabler to shift from short-term awareness metric into a long-term customer lifetime value (CLV).

Quennie Cua, the chief brand strategist—Simplicity and connectivity will be a branding trend in 2020. Simplicity in the form of logo adaptability (logo and short forms that works with any medium format) and blandified branding (easily recognizable whatever background you put in). Connectivity in perception and access. Being perceived as authentic where one can relate to and accessible, e.g. use of shoppable ads, online chat so customers can connect to you anytime.

Chiqui Escareal-Go, the chief behavioral strategist—Purpose, including brand purpose will increasingly become center of strategy, not as an add-on. As consumers become more aware, they want brands and companies to be authentic, more intentional and relevant in creating programs that are good for people and the planet. —CONTRIBUTED INQ

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