Tuesday, February 11th, 2020 | 5 min read
With the dawn of a new decade, marketing technology is moving faster and consumer interests and behaviors are becoming hard to predict. To stay competitive, brands have to make sure their marketing initiatives keep evolving to meet customer demands.
Here are my predictions for the digital marketing trends of 2020 and beyond. Let’s explore the future of marketing!
There are so many actions that a brand has to accomplish in order to maintain and grow awareness across social media. Companies need to have tools for social advertising, customer care, research, engagement, and more. But, too many cooks spoil the broth. This is leading to a major transition where companies are switching from point solutions, to one unified platform that contains all the tools they need. Consolidation among solution providers is accelerating in response to the user’s desire to have all of their marketing tools under one roof.
Marketing is going to be a game of personalization. Conversational marketing is highlighted as one of the key innovations of recent times alongside artificial intelligence which fuels it. It facilitates a one-to-one, real-time connection that mimics human dialogue between marketers and customers. Enterprises are constantly trying to find a customer relationship engine so they can better serve their customers, whether it is online or offline.
Over the past few years, there has been a gradual shift from the typical “Dear Sir/Madam,” emails to brands saying “Hello Mike!”on social media channels. Yet, marketing personalization goes beyond automatically changing the name of the person in email newsletters. Improvements in technology have made it easy to hyper-personalize content design, product recommendations and more.
Neuromarketing is the application of neuroscience to marketing. Neuromarketing includes the direct use of brain imaging, scanning, or other brain activity measurement technology to measure a subject’s response to specific products, packaging, advertising, or other marketing elements. Neuromarketing helps brands literally step into their customers shoes.
Over the past few years several groundbreaking studies have demonstrated its potential to create value for customers. All human feelings, thoughts, and actions are just the products of neural activity in the brain. Marketers utilize these to predict and even manipulate consumer behavior and decision making.
A simple neuromarketing tactic would be to use a specific font on a restaurant’s menu that drives a certain customer reaction. Long descriptions with big words will slow down the reader and imply that more effort and skill is needed to prepare the dish even if it is as simple as a ceasar salad. If you want to convince your audience that your product involves tedious steps to make, or the product is customized specially for the customers, slow the reader down with harder to read text and big words. Simple and easy to read fonts can help consumers take action with instructions.
Geofencing marketing is based on location-based ads and content where advertisements are only shown to people in a specific location. This is ideal for local marketing campaigns.
Instead of traditional targeting based on a country or state, geofencing helps you target your audience from a specific region. It provides marketers with more reach, focus and better results.
A “geofence” is a physical boundary of a region that you would like to target. Once a person enters the geofence region, advertisers can capture the mobile device ID. The only requirements for these advertisers to send out the specific ad to these users are the users’ phone and active location tracking services on these phones. Once the audience is in the vicinity of geofence, they receive a push notification, text message or another form of marketing communication.
A few variables that can determine the outcome of a geofencing campaign strategy are:
It is important for a brand to know the recent digital marketing trends and technologies to stay on top of trends for the future. Marketers should keep looking ahead and strive to embrace new technologies, tools, and strategies in order to gain an edge over competitors. To stay competitive and in the race, brands need to ensure that their marketing initiatives keep up to the evolving technologies and meet the needs of the ever-changing customer.
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