What are the 10 trends that will drive real change in digital marketing in 2020?

December 23, 2019
SCMP Updates
Ian Hocking, South China Morning Post’s digital chief, predicts what the future will hold at Digital Marketing Leaders Summit Hong Kong 2019

The next 12 months will see 10 major trends driving major changes in digital marketing.

That is the belief of Ian Hocking, the South China Morning Post’s vice-president, digital, who looked ahead to what the industry can expect in 2020 at December’s Digital Marketing Leaders Summit Hong Kong 2019.

The region’s influential international marketing event – held to encourage debate about the latest marketing developments and emerging technologies in Hong Kong – saw more than 160 industry figures, including in-house creative marketers, digital evangelists and strategists assemble at Hyatt Regency Hong Kong, Tsim Sha Tsui, from December 5 to 6

Hocking, who has been at the help of the SCMP’s digital transformation, was the first speaker at the summit and set the tone with his fast-paced, insightful presentation titled “What are the biggest digital marketing trends for 2020?”.

He analysed the current level of digital marketing in Hong Kong and predicted the 10 major trends that will drive change in the industry over the next 12 months.

Hocking labelled these trends “crumbling third-party cookies”, “programmatic everything”, “augmented reality”, “connected TV”, “direct to customer”, “voice”, “artificial intelligence”, “move beyond proxies”, “assistive data” and “consolidation”.

His presentation also looked at the ways that digital marketing can unlock opportunities in Asia's digital economy.

He was one of the event’s 30 speakers – all recognised for their expertise, experience and influence in digital marketing and strategies – who included regional executives at companies such as TripAdvisor, CompareAsiaGroup, Jardines, Sun Life Financial, Shangri-La Hotels and Resorts, and Financial Times

Their talks focused on key topics such as data-driven marketing strategy, martech – the blending of marketing and technology – personalised customer journeys, emotive storytelling and engaging social media content, brand purpose and experience, e-commerce and omni-channel retail, and the use of virtual reality and augmented reality in marketing.

All of the speakers were selected by ForwardLeading, the UK-based organiser of global business summits. 

About South China Morning Post 

South China Morning Post is a leading global news company that has reported on China and Asia for more than a century. Founded in 1903, SCMP is headquartered in Hong Kong, where it is the city’s newspaper of record, with a growing correspondent staff across Asia and the United States. Its editorial teams are powered by emerging digital technologies to create innovative ways to tell Asia’s most important and compelling stories.
Against the backdrop of shifting discovery and consumption behaviours, SCMP reaches users across distributed media platforms including scmp.com, smartphone and tablet apps, social media and messaging platforms, as well as our flagship newspaper.  SCMP is also home to Abacus, a digital news brand focused on China's tech industry; Inkstone, a daily news brief for those curious about China's growing impact around the world; and Goldthread, a content platform with a focus on food, travel and culture in China.