The huge impact that digital marketing has had on businesses is unbelievable. It has taken marketing to a completely different level. In 2020, innovations in digital media, platforms and technology are going to shape marketing even further. A few major trends expected in 2020 need to be looked at more closely.
To grow a business, the primary focus should be growing awareness closely followed by increasing customer needs and prospects. Digital marketing plays a vital role in creating a unified customer experience, boosting revenue from existing customers and customer retention. The most practical way to integrate digital marketing with marketing activities is to look at communication from the point of view of the customer’s journey or in other words, life cycle marketing.
Conversational marketing amalgamates rapid consumer adoption of smart speakers and innovation in search query processing, conversational interfaces and messaging. The latest Gartner Hype Cycle highlighted conversational marketing as a key innovation along with Artificial Intelligence. Gartner is of the opinion that “conversational marketing technologies enable interactions between companies and customers that mimic human dialogue and do so at a scale. This category is near the peak of Inflated Expectations phase.”
Analytics and insight to drive business performance and optimize the results from digital marketing is a major trend expected in 2020. The aim of many businesses today is improving their data-driven marketing. Mckinsey’s research reports “ intensive uses of customer analytics are 23 times more likely to clearly outperform their competitors in terms of new customer acquisition then non-intensive users, and 9 times more likely to surpass them in customer loyalty.”
As a supplement to advances in customer analytics supported by CDPs, new voice of the customer (VoC) techniques, such as online hosted customer communities, can be expected to improve customer preferences for future products and how they are delivered.
Marketing Technology today, offers a bewildering choice of software services for businesses looking to improve their management of digital media, customer experience and supporting data. If businesses adopt the right blend of marketing technology it can help give them an edge over competitors.
Privacy faux pas and security breaches leading to the release of customer details have highlighted the fact that customer data is not as safe with online brands as may have been thought once. There is a need for marketers to mitigate the potential impact of security breaches and reassure customers in this regard. New Identity management or know your customer solutions are expected to be developed by 2020. These would improve security, reduce fraud and improve insights about customers across multiple devices.
Digital Marketing Courses
For grasping the opportunities from digital marketing in 2020 and beyond take an online course in digital marketing. It would give you a fair review of marketing governance and develop your skills in key channels like social media, email marketing, search, analytics, and content marketing. Digital marketing courses are available on the Talentedge platform. You can choose an online course in digital marketing from IIMs, XLRI and MICA through Talentedge.