Have you written out your wish list for 2020?
As a marketing professional, starting a new year also means a detailed examination of your tools, expertise and strategies. The holiday season is often an opportunity to step back from your work, take stock of your operational methods and analyse the best practices and the trends of the coming year. And when it comes to digital marketing, you have to stay on your toes because everything moves fast. To achieve this, we’re going to show you our 2020 wish list.
Add a touch of artificial intelligence to your everyday routine
Artificial intelligence (AI) is no longer a buzzword. It’s a reality. And when marketing professionals have to juggle ever-increasing quantities of data, AI can make all the difference, such as, for example:
- Grouping and analysing the relevant data at the right time.
- Creating really relevant chatbots and virtual assistants.
- Personalising your relationship with your community.
- Automating your internal processes, etc.
While there are many plug and play AI solutions, you need to make sure that they fit your needs because you will need substantial resources for setting up a solution internally. That’s why it’s often more efficient to work with professional solutions that can handle all that for you. Not only does AI keep learning continuously, but you can also outsource its management, maintenance and upgrades, all while enjoying its many benefits.
The most successful companies are those that are able to restrict silos and rely on cross-functionality between services and data. More than ever before, 2020 will be an era of communication per project:
- Forget emails, Word or Excel: use a collaboration tool (Asana, Trello, Slack, etc.) to manage simple projects (marketing campaigns) or complex projects (updating the merchant site).
- Use cloud solutions to manage your tools (document storage, information sharing, dashboards, KPIs, etc.).
- Align your marketing and sales departments for better internal communication.
Voice search can be a game changer
Formerly a simple gadget, voice search is now well-established in homes and businesses. And it’s developing more and more. It is important for e-retailers to optimise their tools and platforms so they’re accessible with voice search. Nowadays, you can integrate more and more solutions with voice assistants (Alexa, Siri, Google Assistant, etc.). This is a crucial area. The man-machine interface will switch to voice in the future, especially since Google and Amazon are inundating people’s homes with low-cost connected speakers.
Unique and personalised content
Content has never been so important. You find it everywhere, all the time. The problem is that the absorption capacity of your customers and prospects is limited. You therefore need to produce high-quality, unique content, and work on customer engagement and their experience.
The key to the customer experience is ensuring the journey is as smooth as possible. Businesses need to customise their relationship with their customers and prospects. And content plays an essential role, which must be based on your personas, as well as on developing technologies (IP tracking, content customisation, etc.). This way, each customer can have their own home page, customised to their needs, by logging onto your site.
Predictive analytics is the practice of using data mining, predictive modelling, and machine learning to identify models and attempt to predict the future. It is increasingly sophisticated and used especially in advanced lead scoring, improved segmentation and individual customisation. With these technologies, it is possible to reduce churn and improve customer loyalty, to name a few examples of its applications.
This data is also essential in managing dashboards to determine what will be the best channel for your advertising and marketing investment of the year.
2020 will be the year of technological consolidation. Data management will remain a competitive advantage and companies that can manage data (or that rely on a provider that can do it for them) may find it makes all the difference. If marketing is “technologised”, then following these trends closely is essential to anticipate demands and create unique relationships with prospects and customers, whether it’s by B2B or B2C.