The winners in the modern business community are the companies that know how to correctly define and deploy marketing in the Era of the Consumer. So what trends can we count on at the top of the new year? Let's take a look at what the tea leaves are telling us.
The Customer Experience (CX)
If you don't center all of your marketing around CX, you will be losing ground in 2020. In a survey conducted by PwC, 73% of surveyed consumers stated that they require excellent customer service as a tenant of patronage, but only 49% of companies (according to the same people) provide it. Ideally, it would be best if you had a 24 hour response time for all foot traffic customer queries and some form of immediate response time for questions from digital traffic. Savvy companies are using AI-infused chatbots, which have graduated far beyond just throwing out a list of canned responses. Closely monitoring complaints and trends in your company social media threads is also a great way to begin improving your CX at the top of the year.
Engaging Your Employees
Wait a second — doesn't marketing focus on the customer? Absolutely! And what is the best way to fully engage your customers? Why it's by engaging your employees. They are, after all, the people who will be interacting with your customers. Your employees are the first people who have to believe your brand message for your company to succeed in 2020. Look to new research on corporate wellness to help you figure out things like air quality, natural light, personal space, room temperature, office acoustics, company methodology, reward systems, and physical health incentives essential to retain and nurture the modern employee. Market inward first.
Automating Lead Generation
Even the smallest company now has the ability for outreach at the scale of an international conglomerate. This outreach can be done without spamming or hiring additional staff. Automating lead generation in the modern business landscape means employing the proper mix of data mining, CRM, and prospect profiling. Properly invoked, you may find that your audience naturally walls itself off from the rest of your competition, primarily if your business serves a niche audience with a unique solution.
Personalizing the Future
At the same time that AI allows a company to scale its outreach efforts without a higher cost of labor, it will also enable them to more accurately reflect the individual needs of each prospect with personalized content.
Marketing scale and personalization are no longer at odds with each other.
Machine learning technology has progressed to the point that you can, and absolutely should, stand at the head of an automated personalization process based on customer data. Machines can't do everything, so you still need good marketers at the helm for timely, relevant core input data. In 2020, however, we will see more of the marriage between marketers and machines than ever before.
Visualizing the Future
The future is visual. 51% of marketing professionals worldwide have stated that video is the best type of content with the best ROI helping them grow revenue 49% faster than non-video users. Today's consumer is more likely to click on a video than on a text ad or blog. It generates 12 times more shares than text and images combined. The proliferation of low-cost video hardware (you can even cloudsource it) means that even startups with modest budgets can get involved.
If your core executives are not the type to put themselves on camera, look to the alternatives — hire a spokesperson or outsource your video content to social influencers. Under no circumstances, however, may you overlook this trend in 2020.
This year everyone will make the switch to a digital marketing strategy. The writing's been on the wall for quite some time, but concepts like AI, machine learning, VR, AR, and automation are quite mainstream now. When you've got grandparents buying PS4s not for their grandkids but for themselves, you will undoubtedly find many Baby Boomer business owners taking the plunge into a more digitally oriented marketing strategy.
Getting "On SERP"
Being the number-one listing on page one of Google still has its advantages. However, there is a better position than even number one — Position 0. When people search, Google now lists featured snippets and other forms of information before it even gets to the organic search results. Position 0 content now corresponds with 60% of Google's search results. We can expect this trend to continue because it puts more of an emphasis on useful content. So how do you get "on SERP"? Forget keywording — try to make sure that every piece of content you put out is as informative as possible.
Today's marketing gives the consumer more choice than ever, but it also gives companies more opportunity than ever.
Unlock some of those opportunities with DataQ to:
- Take your engagement to the next level;
- Streamline and scale without having to hire additional staff;
- Find and acquire more of your best-fit customers;
- Personalize your approach to stand out in a crowded digital landscape;
- And leap into the digital age where your consumer rules.
By simply connecting your e-Commerce platform to DataQ, you'll learn more about your audience to bridge the gap between you and your customers further. Start the year right with a FREE 14-day trial, and let us help you grow in 2020.