Unstoppable Marketing in 2020 (Trend #1 of 5)
Personalise to Rise (above your competitors)
In the 2002 movie Minority Report, Tom Cruise’s character (John Anderton) is bombarded by a series of personalized ads calling him by name as he walks through the city.
Fast forward to 9th January 2020, and reality has almost caught up with Stephen Spielberg’s imagination.
Yes, 2020 is going to be the year of personalized marketing and this trend deservedly takes the number one spot here.
Let’s face it, prospects are flooded with ‘copycat ads’ and generic messages across multiple media channels to the current point where they’ve started to tune out and purposefully disconnect.
In the business-to-consumer (B2C) space, think Netflix, Spotify and Amazon in terms of how they’ve tailored movie, music and product recommendations just for you.
The business-to-business (B2B) space has already witnessed a massive upsurge in personalised ads and marketing messages, enabling service providers and professionals to forge a REAL connection between their brand and target audience – in a space filled with bots, automation and artificial connections.
The more impersonal society becomes, the more we crave for personal connections.
If you want further validation as to why you must personalise your marketing in 2020 then, according to Epsilon Data Management.
- 63% of consumers are highly annoyed with generic advertising blasts
- 80% say they are more likely to do business with a company if it offers personalized experiences
- 90% claim they find personalization appealing
And these are survey findings from 2017!
Unstoppable Marketing in 2020 (Trend #2 of 5)
Recorded and Live Videos
There is a strong reason why Google and Pinterest (amongst other tech companies) are heavily investing in visual search technology.
Video marketing is easily one of THE most important marketing trends right now, and it will likely continue that way for the next 5 to 10 years.
When you think of our learning preferences and habits, 65% of us are visual learners but, incredibly, our brain processes visuals 60,000 TIMES FASTER than text-based information.
In a small nutshell; interactive and visual content is much more engaging.
This also explains why video gains greater organic reach via content-hungry platforms like Facebook, Google and Linkedin.
Your vid content is more shareable and thus represents a more effective way to increase awareness of your products and services, not to mention build your online brand authority amongst increasingly suspicious and distracted audiences.
You might also have noticed that Google recently added short video previews to its video carousel that appears in search results?
“That’s joyous Jonathan BUT how does video equate to more revenue?!”
Ok, ok, I’m getting there!
Yes, video is an increasingly powerful medium if you’re looking to sell lots of physical products online in 2020 as according to venngage.com
85% of prospects are more likely to buy your product after watching a video about it.
Conversely, long-form sales pages and emails are so last decades, and on a gradual decline due to mobile user experience.
Small screens do not play nicely with bloated blocks of endless text. I know, crazy right?!
Alternatively, video can deliver the same sales content BUT in a more practical, accessible format that performs regardless of device size.
But what about Artificial Intelligence (AI) and video?
Right now, the use of closed captions is making video content more searchable.
AI can also transcribe audio tracks of video with voice recognition to make the video more searchable.
Thus, it shouldn’t be a testament-worthy revelation that video heavily impacts your search engine exposure.
According to bluelist.co, your website home and landing pages are now up to FIFTY TIMES more likely to enjoy organic search results IF you include a video on that ranked page.
Unstoppable Marketing in 2020 (Trend #3 of 5)
Google’s Position ZERO in Search Listings
With the growth of mobile and voice search, people are changing the way they use search engines (aka Google).
Being number one in Google is no longer necessarily the primary goal your business should be aiming for.
In fact, the new top spot in Google’s town is known as ‘Position Zero’ – a featured snippet of text appearing above the search results.
Position Zero is the only result that users will sometimes view depending on its relevancy.
Right now, it is Google’s prime real estate and should be a key focal point of your organic search engine marketing (SEM) efforts in 2020.
So how can you make it to this coveted position zero?
Well, you need to optimize your content for a SPECIFIC question that your prospects would use in their Google search.
Google’s position zero represents the BEST answer, meaning the RELEVANCE of your content will outweigh any rankings once you’re featured in the top 10 search results.
Use these quick six tips to optimise your blog post or a content page for Google’s ‘position zero’:
- Recognise the keywords you want to rank for.
- Research and create a page title with the exact question you believe prospects want answered.
- Organise your page heading Tags (H1, H2, and H3).
- Optimize image size and keywords pertaining to the question (in step 2 above). Google usually shows pictures that are 200px by 160px.
- Write a brief summary (title) of 50 to 60 words at the highest point of your content page. This needs to be simple, useful, and well-characterized.
- Arrange your content so that it’s well-organised with the use of bullet points, tables, images etc.
In short, Google’s Position Zero enables your blog post or key content page(s) to:
- Show up above all of the other 1st page organic results
- Gain a big advantage when your prospects use voice search (more on this later!)
- Generate significantly more mobile traffic
By following the above tips, you can leverage Google to become the go-to authority within your field.
Unstoppable Marketing in 2020 (Trend #4 of 5)
The Continued Rise of Chatbots
In the past few years, chatbots have become a hyped technology. The supporters say chatbots will eventually replace 99% of cloud apps.
The skeptics say that this technology has not lived up to the hype.
The reality is both sides are right.
Chatbots, also known as clever conversationalists, will continue to be an important part of efficient and effective online marketing in 2020.
This AI-based technology uses instant messaging to chat in real-time, day or night, with your Facebook and website prospects.
But here’s the kicker…
Many of your prospects (and customers) will prefer to interact with chatbots (no, it’s nothing personal) as they are responsive 24/7, can provide answers promptly, and accurately without losing patience in the process.
As a growing business, it’s more efficient to think of these bots as intelligent virtual assistants that offer outstanding customer service through instant replies; enabling you to focus on the more important biz development tasks.
Here are a few juicy insights (courtesy of IBM) whether you’re a chatbot cheerleader or sitting on the virtual fence when it comes to automating your marketing in this way:
- Chatbots will power 85% of customer service in 2020
- By 2022, chatbots will help businesses save over $8 billion per annum
- 80% of businesses are forecasted to use chatbots by the end of 2020
In the banking space, we’re at the stage where only 10% of customer queries are received by humans with the other 90% outsourced to these clever conversationalists.
There are also countless examples of established shopping, media, and software brands using chatbots to replace employees with the intention to increase the efficiency of their customer support and sales conversions.
Unstoppable Marketing in 2020 (Trend #5 of 5)
Positive Customer Experience (CX)
It’s no longer about trying to persuade people to buy from or work with your business.
The market landscape has shifted towards providing exceptional experiences that build brand ambassadors and retain customers for the longer term.
This experiential approach will help you generate more revenue from both new and existing customers in 2020, diminishing (escalating) advertising costs in the process.
Building a feel-good, collective culture and providing excellent service is the smartest way to create a tribe that grows organically.
A lot of your marketing takes care of itself when you’re perceived as a thought leader behind a ‘movement’ that facilitates positive change.
AND CUSTOMER EXPERIENCE OR CX IS WHERE IT STARTS.
In fact, we’re now at a stage where researchers are predicting CX to overtake price and product/services as the BIGGEST competitive differentiator.
What are some examples of modern-day CX?
In an age of distraction, customers crave more efficient and convenient interaction with you and your business…
They want knowledgeable and friendly service on top of the core product or service that you provide, alongside easy payment options.
HERE ARE SOME MORE EFFECTIVE WAYS TO ‘UP YOUR CX’ IN 2020:
- Chatbots and Artificial Intelligence (AI)
As discussed in Unstoppable Trend #3 (see link below), this software provides two main advantages over chatting with a human: speed and availability.
Artificial Intelligence (AI) can handle more queries than humans, and do so at a near-instant speed.
Many customer experience trends are based on AI developments and this trend will only continue to grow.
However, it’s also finding a healthy balance between humanity and automation.
Real human interaction should be used in combination with chatbots to provide an optimal customer experience bringing us to.
- Empathy and Personalised Solutions
According to Accenture, 75% of consumers are more likely to purchase from businesses that really understand and can empathise with their customers.
This also includes the ability to provide customised product (or service) solutions based on your customers’ needs and purchase history.
- Transparency Around Your Business Practices
This personality trait is one of the most important CX trends in the digital age, and can quickly help build (and maintain) trust with your customers.
Transparency can include, being upfront with any consumer data collection, your pricing, business practices and articulating the types of outcomes and results your customer can expect.
The key takeaway here is that recurring customers are more valuable to your business than new ones.
Studies have found that it costs up to 7 times as much to attract a new customer as it does to keep an existing one, thus it makes shrewd biz sense to use some of the ideas in this post to keep your new customers happy and coming back for more.
Aside from the financial gains, loyal customers help to increase the positive reputation and awareness of your brand, subsequently building your referral network inside their circles of influence.