Innovations in digital media, platforms, and technology will shape marketing in 2020, for sure. It’s happening very fast and you need to follow some predictions to adopt the latest changes and stay in the market. Digital marketing is important, but offline media changes should be top of mind.
Also, you can check Social Media Trends in 2020.
Trend #1 Focus on the Customer Experience
Having a customer-centric approach and focusing on developing amazing customer experiences is the key to business success.
Companies today need to put the customer at the center of not just storytelling, but also in the products that the organization builds and each of the touchpoints with the customer…
2020 should be the year of the client. Marketing is no longer about trying to convince people to buy or get your service and product. The priority has moved towards providing amazing customer experiences that will keep people coming back and recommending your business. Your brand’s marketing will take care of itself if you focus on building a positive business culture and providing great service.
73% of people say that customer experience is an important factor in their buying decisions, but currently, only 49% of US consumers say that today’s companies provide a good experience.
Yeah, consumers have more power nowadays. It’s all about providing efficient, convenient, knowledgeable and friendly service. Moreover, Adobe’s 2019 Digital Trends report names customer experience as the most important business opportunity for 2020 – not content marketing, social media, or any other form of digital marketing.
Trend #2 Use Analytics and Data to Show the True ROI
Well, you collected, stored data in a central repository, now you should analyze it. This also helps you to measure the ROI of your marketing efforts and demonstrate all the other ways it has added value for the business.
Managed data collection and analytics software have a big part to play in this shift. As one CEO notes:
Marketing and data, in particular, are first-class citizens in a way they were not four to five years ago.
Increased measurability of marketing indicators mad marketing strategy an integral part of the overall business strategy. Marketing specialists should showcase how each campaign relates to business goals and how it leads to sales by tracking the customer journey.
Key metrics you can measure and analyze might include Brand reputation and mentions on social media, customer feedback, cost per lead and client’s LTV (lifetime value).
At Digilite, we’re huge fans of using analytics and insight to drive business performance and optimize the results from digital marketing.
Trend #3 Consumer Privacy and KYC
Nowadays, consumers think that their data isn’t as safe with online brands as they may have once thought. Privacy regulations like GDPR have been enacted to improve data privacy with increased fines. On the other hand, there is decreasing the effectiveness of traditional identification methods such as cookies for tracking, which makes media ROI determination more difficult. New technologies can potentially help with both of these challenges.
New Identify Management or Know Your Customer solutions are being developed that can both improve security, reduce fraud and improve insight about customers across multiple devices. Know your customer or KYC, is the process of a business verifying the identity of its clients, along with the potential risks of illegal intentions towards the business relationship. In other words, it’s a better understanding of each customer’s identity prior to entering into any kind of relationship or agreement.
Trend #4 Strategic Marketing Transformation
Marketing is becoming increasingly complex. For businesses to succeed in 2020, they’ll have to think beyond what they’re doing and link everything back to the why of the business as a whole. So, your marketing objectives must align with the overall goals of your business.
SMT describes the process when a business works without a strategic marketing plan that evolves by changing its fundamental business processes and procedures. Going through a marketing transformation can help companies to improve customer experience, boost brand awareness and reputation, and ultimately increase revenue and profits.
These benefits can be achieved through a combination of data collection, modern technology, building client relationships and engaging with them online, publishing quality content, and improving their online presence. All of these things are part of the underlying strategy that influences every department and employee in the company, not just the marketers.
Your strategic marketing plan should involve goals and determine which marketing tools you will employ to reach your customers including content and email marketing, SEO, SMM, paid ads, and offline marketing.
Trend #5 AI-Based Automation
Will 2020 be dominated by AI and Machine Learning? Over the last few years, we have already witnessed enormous advancements of AI and its effects on the trends and “rules” in the digital world. A great number of businesses are already implementing AI-powered technologies and they have more prepared for 2020.
Besides being behind one of the core reasons why major technologies like voice search and smart assistants are possible, AI also made it possible to create and use chatbots that are more than popular for website use currently.
AI technologies are giving more open space and time for companies to concentrate on business strategies and crafting an amazing customer experience, as they are taking over more of the marketing work.
However, it is important to remember that the human resources are still one of the most important assets, so the idea is not to replace people with technologies but rather use technological advancements to enhance your business’s image.
Get Ready for 2020
So, it is finally the time to plan your killing marketing strategy for 2020. Make sure to start the amazing year with a clear and strategically effective plan, and set precise goals of what you want to achieve.
It is hard to call it a trend, but content marketing is still dominating and will go strong for the upcoming year in the landscape of digital marketing. One way or the other the majority of the trends listed above are strongly connected to content generation. This means you have to have a solid base of quality content if you want to succeed in any of them.