2020 is not only the start of a new year, it is the start of a new decade. With that being said, you must stick with the marketing trends of the new era. Technology is continually advancing at a rapid pace, so some of these trends are focused around tech – but there is also the common desire to make marketing more human, so we included other ideas, too. In 2020, the big focus is customer happiness – whether achieved via technology or human-to-human interaction.
Optimizing Customer Experience
2020 is the decade of the customer. In the old days, you wanted to use your marketing to convince folks to buy from your business. Now, it’s thought that the best way to go about this is to provide a world class customer experience that will keep your audience coming back for more. When you focus on that, the marketing takes care of itself. You should consider customer experience in every part of your marketing strategy. It is how you can provide a great experience to keep old customers and bring in new ones.
If customer experience is the best way to market your business, how can you achieve a great customer experience? With great employee engagement. It is said that over 46% of customers will abandon a brand they were considering buying from if they find that the employees are not knowledgeable, and a bad attitude from an employee is the unquestionable number one factor that drive folks away from a company they would have otherwise done business with.
Even though the last few years have been all about voice search and smart speakers, you can’t discount the use and handiness of visual content. Research shows that people favor visual content to plain text. Want proof? See how visuals-only websites such as Pinterest and Instagram have grown over the last ten years. That’s all the proof you need! People have short attention spans and like to be able to glance at something and then move on with their day. Offer some of this in your 2020 marketing and your audience will be very glad for it!
It’s said that the best way to make a new friend is to say a person’s name to them a few times. People love being addressed directly, and increased data collection and advancements in technology have had a huge impact on the level of personalization you can offer in your marketing this year. In fact, its become so prevalent that customers are starting to expect it – 80% of customers said that they would be a lot more likely to do business with a brand that provides a highly personalized experience.
Strategic Marketing Transformation
The business of marketing is getting more and more complex as the years go by. If you want your business to succeed in 2020, you must think about what you are doing and be able to link everything back to why you have a business in the first place. Strategic marketing transformation is the term used to describe the process of a business operating without a strategic marketing plan evolving by changing it’s business processes and procedures. Undergoing a total marketing transformation could be the best thing you do for your business -ever!
Yes, we mentioned this earlier, and with good reason – voice search is already (and will continue to be) a huge influence on how brands market themselves online. 20% of searches are currently done with voice, and it is said that by 2025 50% or more of searches will be done with voice. Consumers are expecting to use their voice search devices more in the future too – those who were asked said that they plan to use their voice device in the future a lot more than they do today.
AI Based Automation
You can automate anything – your emails, your customer service, your social media, anything! The huge advancement of AI over the last five years has made this possible. It is one of the most crucial technologies behind smart assistants and voice search, and has made chatbots possible. The human aspect of marketing is always important, but there is nothing wrong with automating some of your marketing technique!
Focus on Customer Retention
Bringing in new customers is important, of course, but so is retaining the customers you already have. What incentive are you currently offering them to come back and do more business with you? Recurring customers are more valuable than new customers, and they help to increase the reputation and awareness of your brand as they’ll talk about your company with their loved ones. You should focus on customer retention rates when you’re making your marketing plan for 2020.
By 2021, the live video industry is expected to be worth over 70 billion dollars. That’s a lot! Live video is super popular with consumers, and these people tend to spend three times longer watching live video than they do watching pre-recorded video. Something about knowing that what they’re seeing is happening right now really does it for people! Video is also the most popular way for consumers to learn about new products that they might wish to buy.
Predictive marketing takes unstructured interactions, looks at existing data patterns, and anticipates results on your behalf. It is the current consumer behavior to engage with brands over multiple different social channels, to consume content in an unstructured manner, and to do a lot of homework over a lot of websites before they even consider making a purchase. Many industries have invested in this technology, mainly hotel and resort businesses, but it can work for any industry if done right.
Smarter Ad Bidding
Google and Facebook topped the charts for the digital ad spend last year, and the 2020 plan for them is getting brands the best return on their investment using smarter ad bidding options. It’s not new, but has a lot of new options. Google recently announced ad bidding using machine learning to optimize towards selected performance targets in each and every auction – a feature they called auction time bidding. Wow!
Shoppable posts have been on social media for two years not, but they are expected to expand in 2020. As the number of social media users grows and buying impulses are triggered through social media ads, e-commerce businesses are figuring out the huge impact that this can have on their sales numbers. Instagram states that the number of active users worldwide is 1 billion, and 90% of the users are following shopping brands. Shoppable ads also minimize bounce rate and reduce the sales funnel as the customers are provided with an online shopping experience with far less steps than the old days.
Engagement based emails are the new thing. Email is not going anywhere, and your marketing should show that you know it. Interactive content in emails boosts engagement and entices people to take action right from their email inbox instead of having to visit another website to do an action. 91% of buyers state that they would appreciate such content. Interactive content includes polls, quizzes, surveys, call to action buttons, and add to calendar events.
Multi-Channel Social Media Messaging
Marketers are finding that more and more potential buyers and existing customers are all over the internet and willing to transact from their preferred messaging channel. Messenger apps are taking advantage of this and providing new APIs to open messaging between businesses and customers. Every business should adopt at least one new messaging platform in 2020, allowing customers who are concerned about their anonymity to interact with brands using their preferred messaging channel.
“Send us a DM” – we’ve all seen this message from a company to a social media user. In a bid to get more personal with their customers, brands all over the internet are using direct messages to streamline customer service and assisting in sales. These forums offer the convenience of mobile contact with the instantaneous feel of a phone conversation. The environment is also already familiar to the clients. Direct messaging customers has proven to be effective for forging bonds and building trust with clients.
2019 was a big year for marketers, and 2020 is setting up to look even bigger. While the digital marketing landscape is always changing, you have to stay ahead of the curve. If you are out of date with digital marketing trends of the day, you are limiting your brand in reach and repetition. Even if you are unaware of new marketing trends, your customers are not, and neither are your competitors. Your customers will notice your inability to keep up with the Joneses, and your competitors will benefit from it! Make sure that you use these tips to stay on top of the current digital marketing landscape and your business will flourish in 2020 and beyond. When you make your marketing plan, have this list by your side.
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