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Is your marketing strategy ready for the new decade?
• Interactive Content
The focus of marketing is expected to shift to interactive content, which includes polls, augmented reality, virtual reality, and 360-degree videos among others. Interactive content offers visitors an engaging experience that ensures a deeper immersion into the brand's world and keeps prospects on the page for longer. Interactive content is highly sharable and allows marketers to grow awareness of brands every time users share content.
Generic ads are definitely out, with personalisation being one of the most prominent strategies for 2020. More businesses will be shifting from traditional advertising towards personalised marketing – organisations will need to become able to provide the right product to the right person at the right time. Today's consumers expect personalised products that are designed and manufactured as they want them to be, and these preferences can only be determined through refined measuring instruments and meaningful interactions.
• Smart Bidding in Google Ads
Smart bidding is expected to lead the marketing in 2020 as every marketer is looking for ways to get better results for every dollar they invest in promoting. The improvements made possible by using machine learning will enable to get maximum value out of every single conversion; bids will be better optimised and conversion actions will be easily taken at campaign level. It will even be possible to optimise bids across multiple campaigns using additional conversion actions and setting bids on auto-change when a sale stops.
• Voice search
It is estimated that in 2020 half of all online searches will be made through voice search. Users familiar with Alexa and other smart speakers are already making many of their searches through voice apps, and businesses can simply not afford to ignore this trend. Actions that marketers need to take in order to use voice search to their advantage include optimising websites for voice searching and using long tail keywords.
• Lifecycle marketing
Marketers have been doing lifecycle marketing for ages, but the latest tools and techniques place it among the most important marketing strategies. Lifecycle marketing basically means that businesses should move their primary focus towards increasing awareness and boosting revenue from existing customers rather than concentrating all their efforts on obtaining new customers. Many businesses make the mistake of neglecting a client once they have made their first purchase.
The 2020s will definitely be exciting and change the way marketing is done, in ways that are beneficial for both businesses and consumers.