The Good Marketing Guide 2019

18 | The Good Marketing Guide Although not always the easiest thing to pull-off, personalised content can dramatically increase conversions, upsells and repeat customers. Econsultancy reported that 44% of buyers who received a personalised shopping experience would go on to become repeat buyers. One way in which brands are continuing to utilise personalisation is through marketing automation. This way once you have your prospect or customers contact details you can customise their journey and communication they receive, based on their actions and preferences. Again, it is important to create a unified interpretation of your data so that you can create a single view of the customer that you can use to personalise their experience. Artificial intelligence One of the trends for 2020 is likely to be the increased use in chatbots, which use AI to predict the answers someone is seeking and get an instant response direct to the customer’s device without being put on hold or waiting for a customer support email reply. Some of the other big AI solutions are product recommendation, retargeting, customer segmentation, tracking and even push notifications. These can provide an array of benefits, the main ones being the improved customer experience (when it goes right)! Data, privacy and security With GDPR high on the agenda in 2018 we are going to continue to see brands tightening up their security. Even digital powerhouses such as Google have seen fallout and has announced it will be shutting down Google+ in the wake of security issues. The EU led this privacy drive, but 2020 will see other countries continue to push their privacy policies into effect such as America’s Internet Bill Of Rights. Users are now much more conscious than ever of privacy risks and will be seeking more assurance from brands that their data is safe. HTTPS and well- signposted privacy policies are a must now, unless you want to see your traffic drop. User generated Content With the increase in people’s bias towards brands that appear more trustworthy and authentic, user generated content will have Ten Marketing Must Haves For 2020 By Koozai : a multi-award-winning digital marketing agency 2020 looks set to offer some exciting chances for brands to develop their marketing activity through a test and learn approach. Digital marketing and the platforms we operate on have evolved, and we need to adapt our approach accordingly. No matter what tactics come and go, which signals become redundant and what ground- breaking new elements become big game players, websites will always need strong digital marketing strategies to maximise their success. Without strong, relevant information and content, search engines won’t be able to truly marry up what factors are adding relevance and credibility to your site. To stay ahead of the game is to ensure you are always innovating and looking at what you can do to make life better and easier for your customers. Here’s ten marketing strategies brands will need to embrace in 2020. Creativity When everyone else ‘zigs’ you need to ‘zag’, but intelligently… To cut through the noise in 2020, you need to show how your organisation/product/service can do something differently to the rest of the market. One forward-thinking technique some brands are starting to adopt is pulling data from multiple sources to create a unified view of their customers; enabling informed decisions on content creation, as well as targeting, to ensure the campaign is going to not only resonate well but also illicit the right responses from their audience. Personal Endorsements and Social Proof More and more brands are now working with trusted influencers to promote and extend the reach of their message and / or products. While this can be an expensive exercise, with little return if targeted incorrectly, it can also prove very lucrative, as influencers are able to lend their credibility to your brand and quickly make your brand visible to their relevant audience. Niche influencers are often able to generate interest and results for brands, without the expensive celebrity price tag - providing the transaction is beneficial for both parties. However, it’s important to engage with the right influencer for your brand. Do your homework: research which influencers are relevant in your space and find out which influencers are talking about your competitors. Voice search By 2020 ComScore is predicting 50 per cent of all queries will be coming from voice searches across all devices. That’s a lot of searches, but with the rise of smart speaker sales such as Google Home and Amazon’s Echo and the increase in the use of smart assistants like Siri and Alexa it’s not that hard to believe. With that in mind it’s important to be thinking about how you can adapt your keyword strategies to take voice search into account. This is not just relevant for SEO, but also in the content you create and how you format it. Making sure you are using natural conversational language that caters to long tail search helps to answer people’s questions and will serve well for voice search. Also ensure you take into account the searchers’ intent, to ensure your searches are going to generate the kind of enquiries you are seeking. Video and Live video In 2020 brands should be making video an essential part of their communications, so put some serious thought into how you can incorporate live video into your strategies. According to YouTube mobile video consumption grows by 100% every year and in 2020 video is projected to claim more than 80% of all web traffic. You can use video to increase click- through rate on CRM email marketing, not to mention increase engagement on social platforms. The use of live video is also on the rise, as not only does it seem more authentic as it’s a live interaction, but it’s also much cheaper to put together and less time intensive than traditional video content. Customer Personalisation User personalisation is not a new thing, but it is set to become even more important in 2020. Marketing Technology