It’s a brand new decade and with it come new opportunities, new goals and a range of new trends to keep an eye on. While our top three trends for 2020 aren’t exactly new, we think they’re important to focus on for the next 12 months. Take a look.
1. Marketing Automation
The idea of marketing automation isn’t new. According to Social Media Today, 75% of businesses already use at least one automation tool. It’s also among the top five tools in the ideal 2025 technology stack for CMOs.
Automation can’t only make you more productive, it can also reduce marketing overheads and increase sales. But marketers continue to face a number of challenges around the technology. The top three challenges, according to MarTech are:
- Creating quality automations (16%)
- Integration (14%)
- Engagement (10)
Overcoming these will be critical for all businesses that want to stay competitive and relevant. Gaining automation skills will be key for individuals, as LinkedIn’s 2020 Job Trends Report revealed – the top five emerging jobs will require them.
Our growing need to automate repetitive tasks, retain and attract customers through personalisation and improve predictive lead scoring is driving the development of marketing automation – with the market projected to reach US$29 billion by 2026.
As marketers, we know that delivering the right information at the right time is vital to winning customers. There’s few better ways to this than through personalisation – delivering individualised, highly relevant content to users through the use of data.
Today, busy customers want and expect a degree of personalisation – they only want to see information that is relevant to them. In fact 48% of people will unsubscribe from irrelevant company emails. But make sure you take a ‘less is more’ approach, as being too accurate or personal can come across as creepy.
Dubbed as the new marketing, personalisation has the power to improve customer experience, differentiate your brand and increase revenue through converting more of your visitors into customers. Leaders in the field have seen 5 to 15% increases in revenue and up to 30% increases in marketing spend efficiency.
But a recent Gartner report suggests 80% marketers will abandon their personalisation efforts by 2025 thanks to a lack of ROI and risks around data management. Businesses need to go back to basics, and test, plan and collaborate to maximise the impact of their efforts. They also need to think about what matters to customers and prioritise high value opportunities to help them make informed decisions.
Personalisation will definitely be one to watch in the coming years.
3. The Power of Voice
Voice has moved well beyond a mere tool for amusement, like asking Siri why fire trucks are red. In a fast paced world of multitaskers, voice has great appeal. According to CommScore, at least 50% of all online searches will be voice. While closer to home voice-enabled tech like smart speakers are still emerging according to Nielsen, this is definitely a trend to watch.
In 2020 you need to start thinking about the implications of this technology for your marketing activities and brand. You’ll need to learn how to communicate with the technology without isolating potential customers. Starting to optimise your SEO for voice is a good place to start. As is considering how you will add voice to your toolkit and leverage it to drive sales.