Marketing departments today have no excuse not to develop and use available digital tools. As 2020 approaches, the most effective uses will focus on techniques to not only target more customers, but to treat them as individuals.
1. Distributing Across Channels
Your customers today use more varied social media outlets than ever before. These platforms rise and fall in popularity, with different demographic groups dominating each. Your content, then, should spread across as many viable outlets as possible. Different platforms and different networks will help drive growth in 2020.
2. Optimization for Voice
Alexa, Google Home, and Siri all rely on voice search technology. More competitors will emerge, and more users will use voice searching in 2020. For marketers, optimizing for voice search should create a prime development area. Your company needs to find ways to grab the traffic from voice search, and optimize online content for this technology.
3. Focus on Ethics
You can't hide ethical mistakes today. An ill-advised joke spreads quickly, generating outrage and boycotts. Some companies embrace controversy, but most marketers in 2020 will work hard to garner interest without pushing ethical boundaries.
4. Rising Artificial Intelligence
Today, more websites than ever use chatbots. These basic artificial intelligence tools pop up and answer common questions from users. As AI capabilities develop, these will become more sophisticated, gathering data and answering more questions, more precisely. In addition, they will become more prevalent; just as with any technology, you can expect AI capabilities to become both better and cheaper. There will be less reason not to invest.
5. Experiential Marketing
Chatbots give a basic interactivity for your website, but do little to impress your users. In a time when almost every company has an online presence, you need to make yours stand out. Virtual reality tools can give customers a test run with your product or service, or a tour through your physical location. Any of these give you a way to not only show that you are unique, but immerse potential customers in your experience.
6. Increased Personalization
With all of these tactics, you have a chance to do more than give a blanket experience. You should strive to reach more customers, but you can also give each a personalized experience. AI and VR should put on a common display. Even more, though, they give you a way to deliver something different to every user. Yield control and let each person look at the site in his or her own way.
7. Focus on the Customer
Perhaps the most effective way to personalize is to shift content focus from the company success to the customer's success. How do your customers use what you provide to grow, to cut costs, or to achieve their goals? Focus in on customer success to stand out from your competitors.
As you launch into 2020, you should look at ways to revamp your online presence. Grabbing hold of these trends will help you lift yourself up in 2020 and beyond.