It doesn’t matter which industry you are in or what products you sell; marketing is an integral part of every business. A few years ago, having a business Facebook page was enough for companies. However, in 2020 businesses need to stay active on social media and engage with their customers to build brand awareness.
In the website inclue.com, we read the digital marketing trends we saw in 2019. Now, let’s look at six essential marketing trends for 2020.
1 – Lifecycle Marketing
Lifecycle marketing refers to attracting and nurturing customers in a cycle. For example, you create content to grab the attention of potential customers, nurture them with more content, demonstrate why your product is better than your competitors, and then convert them.
Lifecycle marketing is all about creating a unified customer experience to boost revenue from existing customers and convert the new ones. It is recommended to use both online and offline channels across the customer lifecycle to convert more leads.
2 – Conversational Marketing
Conversational marketing refers to enabling interactions between companies and customers that mimic human dialogue. Google launched the BERT update in late 2019, which is capable of natural language processing. The primary aim of BERT was to understand the intent of searchers and provide them better results.
But what does it mean for marketers? It means by using conversational marketing, you can increase your chances of appearing at the top of search results and convert more customers.
Make sure your marketing message appeals to one or more of the five emotions of your customers, including pride, trust, joy, anticipation, and fear.
3 – Insights-driven Marketing
Insights-driven marketing refers to optimizing your marketing strategies based on data derived from past campaigns. Dig your analytics to find how your customers move through your website, the way they purchase, and what entices them to convert.
Find the most viewed and engaged with content to fuel your content marketing strategy. Similarly, leverage past ad campaigns history to determine what works the best for your business and create a new ad copy accordingly.
Insight-driven marketing allows you to justify your decisions and bring better results by capitalizing on customer preferences. It also helps you find new channels that may be worth targeting.
4 – Marketing Technology
Marketing technology, also known as Martech, presents a wide range of opportunities for businesses looking to improve their digital media management, experiences, and supporting data. Conduct your research to identify the right blend of Martech that can help you get an edge over your competitors.
Make sure you are not missing out on the insights and automation processes your competitors are using. The range of Martech tools that you choose must help you reach your customers, engage them, and encourage them to convert.
5 – Consumer Privacy and KYC
The importance of customer data privacy has increased over the past few years. Customers are getting more concerned about sharing their personal information on online websites. Even privacy regulations like GDPR have started imposing fines on companies with low-security measures.
While it may be a thing of a concern for business owners, marketers can use this to their advantage. Ensure your customers that their data is safe with you. Show what measures you are taking to safeguard their information.
Integrate two-factor authentication along with other third-party security software to strengthen your website’s security further.
6 – Marketing Transformation
According to research by Smart Insights, they found that many businesses lack a focus on integrated marketing strategy, testing, and optimization. As a result, they miss out on lots of opportunities.
Therefore it is crucial to undergo marketing transformation. The sole aim of it is to build a roadmap to enhance digital marketing capabilities and skills while implementing them in real-time. We can expect more and more brands to move to a hybrid approach that combines traditional marketing with digital marketing.
If you haven’t started analyzing your marketing strategy from scratch, now is the time.
Every year we see some new marketing trends emerging and a few getting faded. This year, i.e., in 2020, we will see lifecycle marketing, conversational marketing, insights-driven marketing, Martech, KYC, and transformation taking place by most companies. Are you prepared to implement these trends?