Voice marketing
If there’s one marketing trend that you’ll be hearing about in 2020, it’s voice. It’s estimated that around 50% of searches will be made by voice in 2020.
This growth in voice search is good news for marketers as it’s an increasingly sophisticated and useful tool to add to the box. Voice search provides much deeper and more accurate insights into a consumer’s state of mind than simple text searches.
The technology for analysing the data is getting smarter every day, making it more likely that the customer will find exactly what they want giving marketers a deeper understanding of their customer.
Personalised email marketing
Personalisation will be the buzzword when it comes to email marketing in 2020. Using advanced behavioural data technology that learns how consumers interact with a website or app, more brands will be realising the power of a tailored email, sent to customers at exactly the right time.
A welcome email that includes a product discount code or a recommendation for another product when they buy something – these sorts of timely communications help build a lasting relationship with your customer, and they can help increase conversions and reduce abandoned carts.
The beauty of it is that it’s all automated, so there’s no delay and it’s timed perfectly to the moment.
Conversational marketing
These days, almost every app or website has a friendly chatbot lurking in the corner of the screen, ready to answer your questions. In the year ahead conversational marketing will only become more ubiquitous.
That’s because conversational marketing campaigns can have a phenomenal success rate, performing as much as 80 times better than email or news feeds. From the consumer’s point of view, a chat is more personal, more ‘human’ and less intrusive than old-fashioned marketing methods. They can start the conversation on their terms, whenever they want, and get a relevant, personalised response.
Brands, meanwhile, find they can capture priceless insights into their customer during a chat and, because their response to a customer is instant, leads close much more quickly.
Omnichannel tracking
One of the most interesting innovations last year was the introduction of cross-device tracking to Google Analytics. This meant that marketers could get a much clearer picture of the user journey, until then limited to the use of cookies that lose track of the user when they move from mobiles to desktops and apps and back again.
Google’s Web + App feature also provides data for apps and websites in one place, making it much easier for the marketer to see where and how users interact with a brand.
Of course, when it comes to user tracking, there’s a way to go yet. The technology for gathering physical store data is still catching up, but we’re getting there, and who knows what we’ll be predicting this time next year.
Content Marketing
Have you heard the expression, “Content is king?” If not, you have now. Great content is the fuel that drives your digital marketing activities:
It is a key pillar of modern SEO
It helps you get noticed on social media
It gives you something of value to offer customers in emails and paid search ads
Creating clever content that is not promotional in nature, but instead educates and inspires, is tough but well worth the effort. Offering content that is relevant to your audience helps them see you as a valuable source of information. On top of that, resourceful content makes it less likely that they will tune you out.
Video Marketing
According to the State of Video Marketing 2020 survey by Wyzowl, 85% of businesses use video as a marketing tool. People prefer videos as they make it easy to comprehend information, and they’re an effective medium to tell stories.
Use videos in your content marketing initiatives to boost engagement and widen your reach. A great way to achieve that is to create videos in diverse formats. For instance, most social media platforms allow you to put ephemeral/short-lived video content. So, while you’re creating standard video content, experiment with ephemeral, vertical, and live videos to see what generates engagement and double-down on that.
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