If 2019 saw marketers emerged in videos and courses looking for strategies to improve consumer engagement, 2020 has everything to be the year of the human-centered experience.
Deloitte released the “Global Marketing Trends 2020” report, which is based on interviews with more than 80 marketing experts from around the world. The purpose of the publication is to guide marketing leaders in developing digital strategies focused on the consumer.
The report identified seven key trends that companies will need to focus on. They are; purpose, human experience, fusion, trust, participation, talent, and agility.
With that in mind, and in order to help you plan your company’s next initiatives, we highlighted a few important trends focusing on a key aspect from Delloite’s report that we considered fundamental; the human experience.
Conversational marketing is the practice of harnessing the power of individual conversation. Its focus is to create authentic experiences, filling gaps in marketing to answer questions from the public in real-time.
This is seen in live chat, chatbots, and social monitoring to promote genuine conversations and real relationships. This way, we can say that the ultimate goal of conversation marketing is to always revolve around improving the user experience, minimizing any friction that other communication or marketing strategies or may cause.
Isso é visto em bate-papo ao vivo, chatbots e monitoramento social para promover conversas genuínas e relacionamentos reais. Desse modo, podemos dizer que a meta final do marketing de conversação é o de sempre girar em torno do aprimoramento da experiência do usuário, minimizando quaisquer atritos que outras estratégias de comunicação ou mkt possam causar.
In fact, conversation marketing was highlighted as an important innovation in Gartner’s latest Hype Cycle, alongside Artificial Intelligence, which is often used as a tool. By using conversational marketing, companies guarantee a better human experience, builds trust with consumers, encourages interaction and increases and agility
Inclusive, o marketing de conversação foi destacado como uma inovação importante no último Hype Cycle do Gartner, ao lado da Inteligência Artificial, que muitas vezes o alimenta. Ao apostar no conversational marketing, empresas garantem uma melhor experiência humana, confiança no relacionamento com o cliente, participação e agilidade.
Voice Search Optimization
One thing is certain: Among the marketing trends for 2020, optimizing your site for voice search will be critical. The tool is being used more and more as users use virtual assistants, such as Google Assistant, Siri, and Alexa to answer their questions.
One of the reasons why your company needs to keep an eye on this trend is the fact that the user’s search is faster and the bounce rates decrease, keeping the potential consumer on your website longer.
In addition to improving relationships, consumer participation, agility, trust, and human experience, voice search optimization will make your website’s visitor happy, increasing the chances of them doing business with your company, instead of leaving and going to one of your competitors.
As getting someone’s attention has been increasingly difficult, brands have to implement initiatives that allow their audience to have a sensory immersion.
That’s because, of all the marketing trends mentioned here, sensory immersion is the one that creates the most memorable impact. To do this, brands need to provide interactive marketing experiences that involve each of the five senses.
Isso porque, das tendências de marketing citadas aqui, a imersão sensorial é a que cria um impacto memorável. Para tanto, marcas buscam por oferecer experiências de marketing interativas que envolvam cada um dos cinco sentidos.
For example, immersion in virtual reality gives the consumer the feeling of being physically present in a non-physical world. For the experience to be real, the user is immersed in high definition images, sounds or other stimuli that provide a total captivating environment, with movement tracking according to their actions and movements.
When a person’s senses believe that the digital environment is real, the user must be able to interact in a natural and intuitive way.
With the high number of options available to consumers, coupled with the abundance of data currently available, consumers are a lot more well-informed than before.
As salesforce.com explains, predictive marketing uses big data to develop accurate predictions of future customer behavior. More specifically, it uses data science to accurately predict which marketing initiatives and strategies are most likely to succeed. In other words, predictive intelligence drives marketing decisions.
That way, companies can create messages that are not only more personalized but also, more in touch with the preferences of their consumers, bringing them, once again, to the center of marketing strategies.
Interactive Experiences on Websites and Social Media
With the growth of e-commerce, there is nothing more natural than having marketing trends for online stores as well. The same goes, of course, for social networks.
The hunt for digital engagement is a concern for every marketer. A video on social networks or a website showing a product certainly helps, but if your intention is to improve the human experience, you will inevitably have to turn to technology.
Many companies have adopted initiatives using augmented reality to achieve a high level of experience, as is the case of what Etna did on their website.
To dive in a little deeper into the importance of interactive experiences, I suggest reading our article “Engagement Marketing: What it is and what can it do for your business?“
So, which of these marketing trends is your company implementing?
Of course, the marketing trends for 2020 do not end here. We can also mention the structured SEO data, the paid publications (those in which you click on a post on Instagram and can go directly to a link to purchase the product being advertised), storytelling and many others.
In this article, we started the discussion, and now we want to know what you think about the topic. What marketing trends do you believe will be important for your company’s future? Of the ones we covered in this post, is there one that grabs your attention the most? Send me an e-mail and share your opinion with us!
‘Till next time!