There is no escape from Digital Marketing. That’s basically what the last few years have shown to every business person in the world.
The annual Gartner CMO Spend Research 2019-2020 predicted that MarTech spending will keep rising —even during a period of marketing budget contraction.
How is that possible?
Some answers rise from the core of the Digital Transformation. As you will see, the MarTech Trends for 2020 are deeply related to innovation.
So let’s get to the details. Here’s the list of trends we’ll explore in this special content:
1. Artificial Intelligence and Machine Learning
Powerful tools and concepts tend to spread through different areas quickly. Said that no wonder AI soon dominated most discussions when it comes to Digital Transformation.
Its continuous development made it possible to accelerate Industry 4.0 and Smart Cities — in short, any data-based process.
Now, AI is bearing fruits to marketing strategists, especially when machine learning helps to overcome the challenges.
Artificial intelligence solutions’ role is to optimize purchasing data processing, which includes offering reliable predictions.
Meanwhile, machine learning helps to find more effective ways to funnel this data, giving marketers time to focus on creative processes and decision making.
2. Location-Based Strategies
Location-Based Personalization is a Digital Marketing Strategy, but not exactly a new concept.
But what’s new to put it in a top trends list? Once again, the fast evolution of MarTech.
The idea is quite simple. Imagine that your customer is shopping at the mall and walks past your store. Immediately, a notification is sent to his/her phone with special offers and news.
That kind of interaction is very successful in reinforcing the relationship with your public — and it tends to go even further. With apps and other digital solutions available, actions can be customized based on an individual profile.
However, companies need to define a very clear strategy. What are the exact goals you want to achieve? What stage of the marketing funnel is your customer at? What kind of Digital Advertising can cooperate with this move?
Those questions are deeply related to what you are aiming at a wider scenario. Do you need to increase your retail results? Does your store need improvement in customer experience?
Once again, mapping the customer’s position in the funnel helps to get the most suitable approach.
Otherwise, you can send the wrong message — and too much information is often counter-productive instead of useful.
3. Interactive Content
In such a competitive environment, offering a unique experience unfolds a series of opportunities to strengthen ties with your customers.
Tools like videos, infographics, and calculators help capture people’s attention and generate qualified leads.
As part of a Content Marketing strategy, these resources amplify your company’s voice online.
The idea behind it is to enrich user experience through solutions that offer more than only information. Choosing the right Interactive Content for each stage of the funnel takes the customer to the table — from this point, it is a conversation.
Check out this interactive ROI Calculator:
Other possible contents include:
- Surveys and Polls;
- Mobile Games;
- Flowcharts, Diagnostic Tests, and Troubleshooting Tools;
- Augmented Reality Media;
- Interactive 360º Videos.
To increase your success rate, make sure you have a good design, map your customers’ needs, and make it shareable.
Videos are especially powerful, rather than text and audio — which brings us to the next trend.
4. Low- and No-Code Platforms
It’s been a long time since designers needed to be IT experts to deliver. Still, low- and no-code development platforms have never been so easy to find and work with.
That means companies are able to empower non-technical marketers.
These professionals can create Interactive Content, develop apps, and analyze data sets between cloud sources on their own.
If you need more responsible strategies to deal with your customer’s needs, this is the way. As soon as you gather a qualified team to integrate different platforms, results will be data-driven, and your investment will decrease.
That is one of the reasons why Digital Marketing has become crucial for both saving costs and increasing ROI.
However, do not forget to monitor your metrics in order to manage staff and campaign costs.
5. Mobile features
While Omnichannel takes place as a common goal for marketers, mobile remains the guide star for every successful campaign.
As the online market keeps taking the lead, customers increasingly use their phones to purchase and consume.
In fact, it is almost unthinkable to build a marketing strategy that does not consider the digital environment. But the point is to put User Experience (UX) at the core of your actions.
Virtual and Augmented Reality, for example, are taking marketers one step further in that sense. The limits between physical and digital reality become abstract with AI and other technologies in hand.
What about a cleaner architecture for your store? Easy! See below:
It is convenient for a person to find different options of products with a few taps on a screen. However, even good ideas can lead to failure if poorly executed. After all, users are more willing than ever to rate a product and share their opinion.
Natural Language Processing must be specifically highlighted. AI and chatbots are both examples of successful tools for customer service — we can easily find websites with their own virtual robots ready to help us.
Still, understanding the human voice in all its complexity remains a challenge for many companies. Those that find better solutions can provide a powerful voice-based search engine and expand the public’s experience to another level.
As you can see, the MarTech trends for 2020 bring multiple options for marketers to attract customers. Put those concepts and tools to work in your favor and make your company more flexible to conquer a greater space in the market!
Keep abreast of what comes next — subscribe to our webinar on June 23rd, 1 pm EST, with Scott Brinker (Hubspot, Chief MarTech) and Diego Gomes (Rock Content CEO).