Our top 4 digital marketing trends for 2020
Do you have any idea which exciting novelties 2020 have in store for us digital-savvy marketeers? To get you up to speed in a flash, we have selected our top 4 digital marketing trends for the upcoming year and compiled them into a one-page summary.
1. Chatbots + conversational marketing
Modern marketing is more conversational than ever. When consumers have a question, 82% demand an ‘immediate’ response. No wonder that expert sources predict that in 2020, 85% of all customers will interact with brands and companies via chatbots. These bots respond quickly, know the customer’s entire buying history and… never lose their patience. All of this makes them a highly effective way of communicating, that is at your customers’ disposal 24/7 thanks to AI and instant messaging. In other words: chatbots and other conversational marketing tools facilitate a one-to-one, real-time connection between marketers and customers.
Still in doubt? Here are some of the most important advantages:
- open 24 hours a day
- no more forms, but a conversation = a more personalized experience
- fewer dropouts and more visited pages
- relevant content and website navigation suggestions based on the customer’s questions
- a shorter sales cycle and faster conversion from suspect to prospect and customer
- integrated and automated appointment scheduling
- marketing automation or CRM integration to proactively inform existing customers about new products and services.
2. Customer centric marketing
Personalized content, emails and products have been around for a long time. But more than ever, customers are overloaded with content. If you still want to make an impact, it is important to go beyond what we used to call personalization.
Luckily, thanks to technologies such as AI and machine learning, it is becoming easier to do this. In the past, marketers could only base their targeting and segmentation approach on data such as demography, place of residence, age, etc. These days habits, desires, activities and preferences are added with a snap. Our advice: make sure to put database enrichment on the agenda for 2020!
3. Micro-influencers instead of celebrity endorsements
Influencer marketing is not a new concept, but the importance of influencers in digital marketing is growing. In 2020 however, the most common approach where influencers openly promote products, will continue to lose effectiveness. Because of a growing consumer awareness, brands will need to come up with more subtle approaches to influencer marketing.
One of the most striking trends is the move towards more sustainable relationships between brands and their influencers. By entering into long-term relationships and growing together over the years, brands can prevent their influencers from suddenly changing course (remember what Selena Gomez did with Luis Vuitton). Additionally, brands are increasingly leaning towards collaborations with highly relevant and dedicated micro-influencers, rather than continuing to work with fickle celebrities.
4. Marketing automation
Marketing automation has been a must-have within B2B for a few years now. In 2019, more than half of the companies had some form of marketing automation in place. Many marketers have started with a platform and have set up the first flows and segmented campaigns.
2020 is expected to take automation to the next level, with proven ROI and operational technology integration high on the agenda. Supplier-wise, this will definitely separate the boys from the men.
Here are a number of things that will definitely evolve in 2020:
Content creation, advertising space, optimization tools… There are many aspects of the complex B2B customer journey you can invest in. In order to analyze the return on these investments, you need an attribution model that measures the impact for each part of that customer journey. Take into consideration that only some marketing automation solutions offer you an adequate insight into the single-point and multi-touch attribution, and/or a real-time insight into the funnel and how much each touchpoint contributes to the pipeline.
To get a 100% comprehensive view of your marketing ROI, and to be able to segment properly, you need a link between your automation and CRM packages. Take a critical look at what’s on the market and don’t settle for a few associated data fields.
A worthwhile connection between CRM and automation will offer at least the following features:
- Real-time reporting up to sales level.
- Insight for sales into the online touchpoints and lead scoring of prospects in the CRM package.
- Segmentation within both packages.
- Automated task/sales opportunity and contact/organization creation from the automation package in the CRM.
- Possibility to send individual e-mails from the CRM package, using templates from the automation package and measurable within the latter.
A qualitative automation package offers you the possibility to personalize based on the profiles in the database. Not only in the e-mails that you send, but also on your website with, for example, pop-ups and content blocks that apply to specific segments.