When the new year is in sight, there’s always excitement about what is to come. In digital marketing, this excitement is particularly big for 2020 because there are lots of interesting trends on the horizon. But which of these trends come from real data and have stats to back them up – and therefore are worth concentrating on the most?
Personalised marketing automation
Neither personalisation nor marketing automation are new concepts but 2020 will see new ways to combine these to provide the most effective results for marketers – and the best experience for customers.
Just adding a customer name or other basic information into an email isn’t going to cut it anymore. People want relevant offers and recommendations, with 91% of consumers more likely to make a purchase based on these. This means using the right software to automate this process and ensure it is seamlessly integrated with other marketing tools.
Customer filters and triggers will be key to ensure each person gets relevant and timely information, offers and promotions. This will also be a great way to stand out from your competition who may still be doing the whole ‘insert customer name’ approach.
The multichannel experience
There are many different types of platforms and many variations of ways to get in touch with customers. 51% of companies use eight or more channels to communicate with customers, showing that there are lots of ways to chat.
But not always are they coordinated. Just 14% of companies say they use a coordinated marketing campaign that takes place across all channels. This means everything from the website to email, paid advertising and social media. But in 2020, this will be a big area to focus on.
Abandoned cart systems are a good example of a multichannel approach. A customer puts something in their basket on the website but doesn’t complete the sale. They then get an email after a set time, prompting them to finish the process or even offering an incentive to do so.
Mastering the multichannel experience is going to be particularly important for B2B businesses. Integrating with that personalised marketing automation is also going to be important so that people get the right prompts or messages on the right platforms.
AI for lead follow up processes
Lots of companies are looking at new ways to use AI (artificial intelligence) in their business in order to cut costs, speed up processes and ensure customers get a consistent approach. From travel support helping you find the right flight to apartment rental, AI is already being used in lots of interesting ways.
One of the new developments for 2020 is going to be the use of lead follow up processes using AI. When speed of response is particularly important for a business, the use of AI will be crucial. No more waiting until the next morning to respond to a query or lead – AI will be able to handle the basics immediately, with a real customer assistant or salesperson taking over.
Predictive searches are nothing new – we start typing a term into Google and it prepopulates with the most common phrases that it thinks we are typing. Predicting analytics are an expansion on that idea that will help businesses predict what customers will want and do to better help them.
A simple example could be something like using predictive analytics to provide help desk articles before they have even finishing typing the query. That way, they instantly get the information they need without hunting around for it.
The system could also be used to spot customers most likely to churn based on criteria of other similar customers. These can then be proactively approached, and steps taken to prevent it before they have even given any indication.
Using data in SEO
SEO is one of the most changeable aspects of marketing and 2020 shows no sign of that changing. One of the key ways to manage SEO in the coming year is to use tools and the concept of data driven SEO.
Free and paid tools provide a great deal of information to help you make data driven SEO decisions. From the domain score of the website to the number of backlinks, the number of monthly searches to relevant terms searchers would expect to be covered in the article, there’s lots of data to be found.
The key is to learn how to use this to create better, more relevant content that users will love, and Google will rank. More tools to help with this is a likely outcome for 2020.
Using qualitative data
The final data driven trend for 2020 is the use of qualitative data to prioritise marketing efforts. Often, we focus on quantitative data such as audience analytics, usage metrics and behaviour analytics. But you need to understand what your customer wants to provide the best experience.
Customer understanding and empathy will be a strong area of focus for 2020. Using qualitative data to help your marketing can also put your company miles ahead of your competition, who are still studying those behaviour analytics.
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