Every brand faces the challenge of standing out in a crowded landscape, and every marketer knows it's their responsibility to seek out innovative ways to differentiate their brand from the competition. To that end, social media and search engine optimization (SEO) are valued by marketers for their ability to improve brand awareness. In 2020, these strategies will see major shifts to focus on brand loyalty and trust, personalization, and customer experience.

A new generation of consumers is emerging, and studies show Gen Z is more resistant to advertising than their predecessors. In 2020, we'll likely see B2C marketers leverage new technologies and channels to reach younger, tech savvy, and more discerning audiences. Although the B2B world doesn't have to worry about targeting Gen Z quite yet, 2020 will see B2B marketers following in the footsteps of several major B2C marketing trends.