The most awaited year for marketers and advertisers is here. This year we are going to see more digitalisation and automated interaction between brands and consumers. In this blog, we will share with you our predictions to give you a competitive advantage for your 2020 marketing.
Marketing Trend: Data-Driven Marketing
Data-driven marketing has evolved from simply measuring bounce rates and cost-per-click.
Businesses are now recognising the importance of analysing data to understand consumer behaviour and interactions in order to cater to a consumer’s personal needs. In 2020, 40% of brands plan to expand their data-driven marketing budgets.
Data such as user browsing patterns, social media activity, and buying patterns, are the kind of metrics that will help deliver personalised marketing campaigns. Data also provides insights into the competitive landscape and can help pinpoint which channels will work the best for a business. 83% of marketers that employ data-driven campaigns enjoyed more than 5 times the ROI on marketing spend. Moreover, data will help provide personalised customer experience.
Marketing Trend: Use of Artificial Intelligence
Artificial Intelligence (AI) is used in marketing to enhance a customer’s journey by improving response times to inquiries and leads. Whether it’s managing real-time customer interactions across channels or improving retention with new insights, the use of AI in marketing can enable this. This includes chatbots and voice assistants which function to find quick answers.
Chatbot technology with AI capabilities virtually eliminates the need for humans, especially when used to answer frequently asked questions.
- 47% of digitally mature organisations say they have a defined AI strategy
- In 2020, 30% of global companies will be using AI in at least one sales process
- 75% of commercial enterprise apps will use AI by 2021
Personalised marketing is going to be at the forefront in 2020. It’s a strategy where you deliver individualised content to your target audience. Thanks to advancement in technology and data collection, marketers can reach their prospects in an engaging way and help improve customer experience.
80% of consumers are more likely to make a purchase when brands offer personalised experiences.
Ads that serve no real connection hold quite an insignificant value for consumers these days. With the use of data collection and machine learning, you can provide engaging ads and understand the customer journey better.
Personalised ads help capture consumer’s attention faster and will prompt them to engage which in turn will help increase your ROI. This is where you need data-driven marketing to help create tailored content to forge a real experience between the brand and the target market.
91% of consumers are likely to engage with a brand that provides relevant offers and recommendations. Personalised marketing is to bridge a gap between endless choices and needs. A great example is Netflix which recommends movie titles based on viewers’ watch history.
Marketing Trend: Voice Search
Voice search hasn’t fully replaced text-based search, but it has shown a steady increase in the Australian market, thanks to smart speakers such as Amazon’s Echo and Google Home. Currently, 14% of Australians own at least one smart speaker, and according to Gartner, by early 2020, 30% of global search queries will be voice-driven.
Searchers are shifting towards a more natural form of questions in a conversational tone. This means you need to create your content and backup keyword optimisation around longer and natural language phrases, and ideally add “near me” and “local” – which people use to search.
Marketing Trend: Video Marketing
Year on year, video marketing continues to grow due to the increasing use of social media. In 2019, 80% of businesses used video as a marketing tool. Video makes a versatile communication medium, as it can be used on different channels for multiple purposes. You can use video for explaining a process, giving a product demo, educating your viewers, or providing a step-by-step guide.
- 72% of consumers prefer engaging with videos with personalised messages
- 53% of customers engage with a brand after watching a video on social media
- 88% of marketers are satisfied with their social media video marketing ROI
Demand for video marketing keeps growing and now is the time to start leveraging video for your marketing efforts.
Undoubtedly 2020 is a crucial year where marketers will put a stronger focus on content and data-driven trends to better connect with consumers.
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