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The world is changing, and so are the ways we communicate to better connect with our audiences. If we want our business to be successful and thrive, we believe it's necessary to adapt to new ways of communicating.
What are the upcoming marketing trends in 2020? Where is the future of marketing headed? How can we adapt to changes that evolve month by month?
Today we are faced with two beasts: The first is Digital Marketing: The era of digitalization. The technological advancement is leading us to a revolution in the world of Digital Marketing.
However, the abuse of digital growth has an adverse effect on the desire to connect in a personalized way through actions and causes that represent groups or individuals.
This is where Emotional or Experiential Marketing emerges. Many brands are realizing this new revelation and are beginning to awaken to changing their ways of communicating.
Like ying and yang
One realm doesn't exist without the other, and they feed off each other. Faced with immeasurable advances in digitalization, humankind's quest to confront the superficial world revealed on social media emerges. It's so vast that if connections aren't created, loyalty won't endure.
The goal of a marketing agency, for example, isn't to sell a product; it's to create brands that convey meaning and endure for a long time in the consumer's mind. This is difficult in a society that demands everything instantly. This creates a loyal consumer to whom you don't need to chase after them to sell a product, because they'll need it.
Do they all sell the same?
A more active, receptive, and participative user. If brands don't differentiate themselves through added value, you'll fall behind, and users will seek out new content and brands, as another may offer the same or even better products than yours. Brand equity is essential for a company, and it's what differentiates the biggest brands today. Nike, Apple, Disney; brands that don't just sell products.
Computer bombardment
The excess of information and content we're exposed to most of the time is increasingly personalized. Technology not only advances but also evolves. Digital channels are increasingly personalized and understand everything about our tastes, travels, ideas, and preferences. The system is increasingly better equipped to understand the user in depth.
That's why it can be scary sometimes, because we might think about a certain brand or service and instantly see an ad on Instagram. Has that happened to you?
However, digital marketing has allowed many independent entrepreneurs to scale their businesses, and the investments previously required to start a company can be more measurable thanks to the digital market and its reach.
For all strategies, the important thing is to outline the objectives you seek to achieve so that the brand's journey through a well-defined strategy reaches its goal.
At our digital marketing agency, we know that it's also a world of information, and the key is to clearly define your objectives to achieve what you're looking for.
Let's talk about…
Voice search
New voice technologies are gaining ground in digital marketing. Time flies, and users lose patience; there's less time to type information and more time to use voice.
Voice-enabled technologies are transforming user behavior, and marketing and business are clearly waking up. Especially in the case of SEO, it's essential to develop a content strategy that provides a quick and clear response to user voice searches.
In 2020, businesses should focus their efforts on improving the consumer experience through voice-based relationships.
Today, there are Amazon Alexa and Google Home, for example, which have launched technology and innovation into homes because they know where the business is going.
Thus, it's clear and confirmed that voice search is vital to SEO positioning strategies. Search engines interpret not only the meaning of words, but also the intent and context behind each search.
Virtual reality
Today, virtual reality can influence a consumer's purchasing decision. What virtual reality seeks to create is a more realistic connection with the consumer prior to the sale. It is the experience created with a product or service digitally, generally with images, videos, and 360º views. It is increasingly being applied to new devices, today even mobile devices.
The goal is to make the customer feel as if they're experiencing something they haven't yet. "I want to experience it as if I were there." These are the key moments in a consumer's purchasing journey.
What can be achieved with virtual reality?
- Experience: The user has a close experience with the product or service without having purchased it, but which influences their purchasing decision.
- Interaction: Create interaction and connection between the brand and the audience.
- Innovation: Innovation in the digital world not only brings together and opens the door for an audience or target interested in technological advances, but also positions a brand.
Personalization
Personalization in the age of digitalization is a key factor and a major challenge to implement in 2020. Due to the rise of technology, social media, and information saturation, users have a low demand for information when faced with so much choice. This is why personalization through segmentation is crucial in communication. It's essential that the right communication reaches the right user.
As?
With CRM (Customer Relationship Management) strategies that allow large volumes of customer data to be centrally managed, data is what truly matters today.
Strategies can also be measured with indicators that demonstrate purchase recurrence, average basket size, and the level of recommendation from current customers to potential customers.
Marketing will gain more relevance thanks to these technologies, as they will allow us to display relevant content to the right user at the right time. It's about understanding your audience and managing their data appropriately to achieve greater content personalization.
Chatbox and instant messages
Instant, effective feedback and quick responses are what customers need. Social media messaging apps like Facebook Chat with businesses, for example, are allied with Chatbox, which are computer tools that simulate human conversations. Users believe they are connecting directly with the company, which gives them a certain level of security and trust.
With artificial intelligence, chatbots are diversifying, adapting to different ways of asking questions. These methods are not only systematic but also personalized, creating a connection with the user that helps increase sales.
Immediate content
Immersed in an era of anxiety and dynamism, speed and efficiency, intrigue and control, users want to know everything. Immediate content is what makes us consume content anytime, anywhere, and in any situation. It manages to make users feel part of intimate and more real-life situations, which generates a connection with the user.
On the other hand…
Technology and excessive innovation alienate certain users due to a lack of real contact. So, what should the content you seek to convey and communicate be like?
+REAL
+EXPERIMENTAL
+CONCEPTUAL
The user is educated and knows that the company wants to SELL, but how do they connect with a company? Through postures, actions, and communication.
The Greta Effect
Currently, environmental initiatives have connected with users who see the actions companies are taking to combat climate change. It's still CSR (Corporate Social Responsibility), but they are taking action and implementing initiatives that are a small step toward changing the world, or at least raising awareness about it.
In this sense, initiatives that align with the ideals of an audience seeking change are supported. This is why brands adapt to society's needs in the creation of their products, services, and even communications.
Conclusion
The important thing is to be aware of innovation and changes in the world and how they affect marketing and the way we communicate. The way we communicate has changed, and the channels have changed even more. Users are different than they were 10 years ago.
How do you engage your users and audience? What innovative plans do you have for 2020 to increase your sales? Have you planned your strategies and goals?
