To stay on top, marketers need to keep abreast of industry trends and more. What is happening in the field of personalized marketing? Are companies in compliance with the DGMP?
In a few years, the web has replaced traditional media such as radio or television, making the Internet an essential tool for any business. If until now, the digital challenges were mainly technological; 2020 will likely be the year of re-humanization and creativity of content! Through advertising agencies dubai or marketing agency we can see that digital technology has completely changed production and consumption patterns. Combining technologies from artificial intelligence, content creation and digital conversation are some of the challenges that marketing professionals will have to face next year.
To guide you, here are the latest digital marketing trends to follow in 2020 and which should not be ignored!
Artificial intelligence for marketing
From general media to high-tech blogs, everyone talks about AI as the next technological revolution, but how many know exactly what it is all about?
Big data, Machine learning, Chatbots, Vocal searches… these terms are certainly not unknown to you but maybe all this is still a little vague. However, they all refer to applications that combine neuromarketing and artificial intelligence technologies, major elements to be taken into account in 2020!
Big Data and Machine Learning
The processing, analysis, and exploitation of data is the foundation of any technology using artificial intelligence. Whatever the type of data (marketing, demographics, uses, personal…), a company or digital agency that knows how to correctly collect and use customer/prospect data will have a head start over its competitors.
The DGMP is taken seriously
Since its implementation, companies have evaluated the DGMP and increased its data protection budgets. However, only a few of them consider that they are in full compliance with the DGMP rules.
Growth of Voice Search and AI
Voice research is certainly the most discussed topic, and for good reasons! According to Search Engine Land, 20% of Google searches are performed with a voice assistant. By 2020, this figure is expected to reach 50%. If you have not yet invested in voice research, you may be missing something.
And it’s not the only growth market: 70% of companies will invest in AI over the next 12 months.
If you were told that by 2020, 30% of Internet surfing should be done without a screen, you would probably wonder how this is possible. However, this is what you already do when you ask Siri or Alexa, simply by using voice search.
A small marketing revolution led by Google and Amazon, voice search should, therefore, expand rapidly and become one of the preferred methods of Internet search in the more or less short term, posing 2 major challenges for search marketing professionals:
- Adapt the content to the voice search.
- Integrate the conversation into the company’s web marketing strategy now
- Do not omit the visual search
Bots and chatbots
According to MBA MCI, 70% of customers would like an easy and immediate response to their questions and complaints, but also when they need help or advice. In the future, chatbots could help your company reduce costs and therefore improve its return on investment (ROI).
The new concrete application of AI, the bots.
You’ve probably already encountered some while surfing the web. These are, for example, chat windows that allow you to ask a question about a product or service on the site you are currently visiting.
Bots and chatbots, a valuable help for the customer experience
Also known as virtual assistants, these small robots are there to guide customers and meet their expectations – sometimes even before they are formulated – and thus allow them to finalize their purchases more quickly. Designed to replace or complement customer services, these bots should help companies to improve the conversion funnel (i.e. the customer journey from the entrance to the site until the purchase is completed), and generate savings!
Many other bots applications will also be monitored: the improvement of the customer experience via augmented reality technologies, responses, subscriptions, or automatic like in the field of community management and many others…
The marketing challenge will be to use technology wisely to avoid tiring a customer who might feel fooled by discovering that his interlocutor is nothing more than a robot!
Increasingly influential micro-influencers
The “big influencers” of the web are already out of favor. Tired of ultra-sporty posts, lack of honesty and automated exchanges, followers have preferred to turn to smaller, more human accounts, where they find authenticity and sharing.
Influence marketing will, therefore, focus more and more on these small accounts in 2020, often with a much higher engagement rate than large accounts, despite the small size of their community. Depending on the sector, these micro-influencers will be considered for the recommendations they can make to their communities from 1000 followers and up to 100 000 fans for the more generalist sectors (fashion, travel, beauty…).
Ephemeral content is growing
Your visibility and credibility depend on the quality of the image and texts. The image creation tools at your disposal will facilitate your creation process, whatever your starting level. To designate these specific contents, we also speak of micro-moments. They can take various and varied forms, including the following:
- The stories
The year 2019 will have seen the explosion of Instagram, to the detriment of Facebook and Snapchat in particular. Among the many formats that this network offers, stories are particularly popular. These videos of a few seconds are highly popular with Internet users, who produce as much as they consume, on Instagram or other networks for that matter.
The advent of Instagram is expected to continue in 2020.
- Social network posts
If they are not ephemeral, social network posts also have a short lifespan, not allowing them to be indexed by search engines (unlike blog articles, for example). Nevertheless, they remain highly popular with Internet users, and their contribution to global referencing is certainly not negligible, even if it is not proven. Thus, these content formats must draw attention to several points:
- The recurrence and form of the message
- The relevance of the time and place of dissemination
Video formats are increasingly in demand
Video is now a must and is present on most websites. Youtube is the flagship, but it is worth highlighting the rapid development of video in various formats on other networks: stories on Facebook and Instagram, live TV, IGTV…
We should also note the rise of Tik Tok, a new network for the distribution of short videos based on music, a real hit with young people in recent months.
If you have not yet integrated video into your marketing strategy, think about it for 2020 because it will be really difficult to do without it!
The democratization of content creation
It is one of the major revolutions of recent years. Previously reserved for professionals (graphic designers, journalists, video artists…), creation is now accessible to all. Applications such as WordPress, youtube or Canva, combined with social networks, now make it possible to create and distribute any type of content in a few clicks.
As we have just seen, high-tech will only be meaningful if it is supported by relevant and appropriate content. Let’s now look at the content creation trends that marketing will have to rely on to hit the bull’s eye in 2020!
E-mail: the predominant personalization channel
In its Barometer, Actito asked marketers which channels they would like to develop and improve customization. 69% of them answered their e-mail marketing, followed by their website (61%) and social networks (44%).
E-mail marketing will still have good days ahead of it in the coming years. Thanks to the potential for segmentation and personalization, companies have the opportunity to reach their customers directly, in the best possible way.
First-party data, the advantage of companies
75% of European companies consider the use of first-party data as a high priority. According to the Actito Barometer, 38% of respondents said they plan to use the contests to collect this data. Indeed, first-party data plays a more than important role in the personalization of marketing campaigns.
Personalization at the heart of marketing campaigns
Don’t neglect the power of customization! According to Accenture, 75% of consumers are more likely to buy from a company that recognizes them by name, recommends options based on past purchases or knows their purchase history.
However, for 83% of marketers, creating personalized content remains one of the greatest challenges. To meet this challenge, 74% are considering implementing an automation marketing tool as part of their strategy.
Junaid Ali Qureshi is an ecommerce entrepreneur with a passion for emerging tech marketing and ecommerce development. Some of his current ventures include Progos Tech (an Woocommerce mix and match), Elabelz.com , Titan Tech and Smart Marketing .