In 2020, marketing departments should rise to the next stage of development. In an ever-changing circle of interests and needs of clients, you need to be well-oriented, build marketing moves taking into account customer needs and expectations.
In the coming year, it is important to pay special attention to taking into account the relevance, context, and effectiveness of the messages delivered.
A large place in the marketing plans of brands should be given to technologies for increasing the popularity and attractiveness of campaigns. Daniel Newman, columnist for Forbes Co-CEO V3B described 10 marketing trends that in 2020 will affect a significant and noticeable movement in the development of campaigns.
1. Involve the customer in the product promotion process
Product advertising should be a natural part of communicating with customers. Interactive involvement of buyers in the process of product presentation, promotion on the market, activation of customer control will lead to an increase in the attractiveness of campaigns. Product advertising will become a natural part of the sales cycle, the customer service process. Online you can track the “movement” of the client from the initial acquaintance with the product to the need and desire to purchase it. An information campaign should influence the mood of the buyer, take into account the needs and interests of the audience.
The modern buyer is oversaturated with information, so marketers need to work hard to increase consumer demand. We need to adopt the technology of brand ambassadors, which, along with traditional methods of attracting customers, use special technologies. The task of the brand ambassador is to promote and visualize the brand, hold promotions, tastings and seminars. Inviting smart, knowledgeable and charismatic people as brand ambassadors is also a justifiable move. Their task is to speak sincerely and truly respect their product.
2. Offer professional advertising
Advertising is a mandatory element of product promotion. She should be attractive, but not very “flashy” so as not to scare away a potential client. The buyer should have maximum interest in the product. It should attract attention and create a positive attitude towards the brand or the services provided in order to interest not only the target audience.
There are several areas of advertising. Advertising of the first group “works” on the brand image. Most often, promotional materials are very stylishly designed, sometimes they are animated, and their main goal is to increase the popularity of the advertised brand. The next group is informational advertising, including textual information and sometimes animation. For interest in intriguing user information, there are materials with vague intriguing information. You can combine some features of advertising. Of course, it is best to create individual samples that will be made clearly for the advertiser and display his image in the field of marketing.
To enter the online advertising market, you can conclude an agreement with specialists in this field. They will be able to choose the most suitable option for the advertiser, which they will develop specifically for the advertiser.
It is necessary to advertise something specific, that which is inherent precisely to the advertiser. And when placing an advertisement on a site, its attendance increases hundreds and thousands of times, hence the image of a company that provides its services is formed. This is especially true when you need to enter the market with a new brand, while spending a minimum amount of money and time.
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3. Use 3D capabilities in sales
“3D” refers to a method of transmitting a three-dimensional image that can be used in a television device of any technology. “Volumetric” technology is based on the fact that each eye receives “its” picture. Then they are added by the brain into the corresponding image. Virtual reality allows viewers to literally be among the goods, pre-see the place of the next vacation or puts behind the wheel of a future car. At the same time, an indescribable depth of space is provided and the effect of presence arises.
Consumer experience is number one priority, and although 3D technology is still evolving, it is moving from the area of news to popular technology. It is more actively represented in the gaming industry, but advanced brands will look for opportunities to present their products in virtual life. 3D image transmission technology is one of the most promising and actively developing. The “on-screen” image of objects is becoming more realistic and full-color. And it must be used.
4. Use social networks as a channel for transmitting information
Promotion in social networks is a set of measures for using social services as channels for promoting companies and solving other business problems. A social network is an effective business promotion assistant, an excellent marketing channel that will take you to a whole new level. Promotion in social networks allows you to influence the target audience, choose sites where this audience is more represented and the most suitable ways to communicate with it.
Thanks to the social network, you can maintain relationships with current customers. And it is very important to have a dialogue with your consumer. Thus, you increase the loyalty of your customers and become more authoritative in their eyes.
It’s important to remember that social media is not marketing, and the “strategy” in and of itself – and this is what marketers have already realized. Social media is one of many platforms, tactics that supports broad campaigns. This understanding will determine marketing strategies and budget allocations in 2020.
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5. Implement omnichannel
In working with potential customers, it is necessary to switch to omnichannelism. It is necessary to integrate with each other and combine all channels of communication with the client with the organization’s internal information system. The client himself chooses a convenient way to contact, but all calls are processed in a “single window”. He can change the channel at any time, while the communication context will be preserved. This allows you to make personalized offers at the right time and anticipate customer expectations. This is what customer service should look like in 2020.
An example of omnichannel service is given by Sergey Tikhomirov, Head of omnichannel at LiveTex:
“Imagine a client of a bank who has gone abroad. Suddenly, his card is blocked, and all the money is on it. What happens to the client at that moment? He starts to get nervous and makes a call, which is not cheap, to the bank’s call center. After after listening to the video from the “important” information, he gets on the IVR. After some time he is answered. Then, they are probably redirected to the right specialist, and finally, after identifying the client, they solve the problem. The problem is solved, but is the client satisfied? “
And what would happen if the client had the freedom to choose a channel? With omnichannel service, he can open the application and in real time find out from a bank employee how to unlock a card for him. The client does not lose time and money, and his loyalty is growing. After all, the bank assists him precisely at the moment when it is most needed.
6. Let’s get more information about our brands.
Until recently, campaigns lacked skills or insufficient resources to use large amounts of data on the Internet. Currently, tools have appeared on the market that facilitate the process of obtaining and managing data. 2020 will be a successful year for incorporating big data and, more importantly, analysts say in marketing decisions.
Product information is a collection of information characterizing it. Its main function is to inform the buyer about the fundamental characteristics of the product. Product information affects the formation of consumer demand for goods, allows you to make a competent choice.
The following basic requirements are imposed on product information: reliability, availability, sufficiency. These requirements can be designated as “three” D “.
The first “D” – reliability – implies the truthfulness and objectivity of product information, the lack of misinformation and subjectivity in their presentation, misleading users of information. The second “D” – accessibility – is associated with the principle of information transparency of product information for all users. The third “D” – sufficiency of information – can be interpreted as rational information saturation, which excludes the provision of both incomplete and redundant information. All these components need to be “laid down” in the proposed amount of information.
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7. Expand the use of mobile technology.
For successful customer engagement, understanding where and how mobile devices are used is crucial. Location, social media, mobile applications or browsers – these three points must be taken into account by marketers.
Location is quickly becoming the most important factor in mobile advertising. Consumers can now use their mobile phone to shop wherever they want. Most do it at home. But almost a third of consumers carry out buying activity (compare prices, read instructions, look at ratings and reviews, check the availability of goods online, etc.), being directly in an offline store. Understanding how interactions through mobile devices influence the experience of a consumer shopping in a store is becoming a necessary component of effective marketing planning.
Almost three quarters of the adult population aged 18-44 go to their page on the social network every day; and a smartphone, in this case, is the most used gadget. The interaction between the social and mobile spheres is a well-established trend that marketers cannot ignore.
Using social media for a long time will be an important part of consumer interaction. 23% of customers who use a mobile in a store access a social network. It is also important that more than half of them use social networks to search for a product or brand and view reviews and ratings, and not for communication. This means that social networks have become an influential sales channel, and you need to consider them in your marketing plan.
8. Connect video ads, incl. video streaming
Use a mobile video ad to engage a potential buyer. Serve it in an interactive way. Get the consumer interested in the beginning of the story, but don’t tell it to the end. Lead the customer to an informed decision to interact with the brand after watching the video. Great design starts with visual appeal, but to create effective ad units, it’s important to coordinate the very design, technology and advertising channel.
Design simple and clear messages that consistently lead the consumer from the mobile video to the interactive layer with the following information. Focus on the emotions of the consumer, make him feel and worry. Knowing the reasons and goals for using this particular mobile device will help to achieve the most powerful emotional response. Think about the likely viewing scenarios (not only at home on the couch, but also on the go), developing creative style and targeting.
If you want to engage customers aged 16-35, video is a must-have marketing tactic. They prefer to find entertainment and training on YouTube rather than on traditional channels such as TV. Snapchat, YouTube, GIFs, Vine will be consumed even more. Streaming video takes this consumption to a new level, and platforms like Periscope and Blab have given interactive live videos to smartphone owners. Next year, video will flourish, and streaming video will enter the forefront of marketing, with innovative campaigns that will allow consumers to be stars.
9. Content won’t have a rest
Content – this is absolutely any informationally significant or informative content of an information resource or website. Content refers to texts, multimedia, graphics. However, most often the content is called the text content of the website. In an HTML document, content is understood to mean part of the service information in the field of the same name. In this field place a description-summary of this Internet resource. Content is very important for search engines.
Choose as much content information as possible for brand promotion. In 2016, content is a stronger factor than ever. The materials used will be increasingly attracted to engaging marketing. Storytelling will also play a key role in attracting consumers and maintaining their interest. Natural, relevant content on the right channels will promote content campaigns.
As one of the varieties of content, mobile content is distinguished. By mobile content is meant digital content that is addressed to the owners of mobile devices. As mobile content, you can often find:
- text files;
- digital pictures (for example, in .gif or .jpg format and others);
- sound files (.midi, mp3 and others);
- video files (.avi, .mp4, .mpeg and others)
- as well as other digital files that can be downloaded to mobile devices wirelessly.
10. Set marketing for results
In 2008, the media communication group VivaKi proposed the term “performance marketing”. This is a type of communication activity, which implies the integration of modern media disciplines (search marketing, social marketing, mobile marketing, etc.) into an optimized scheme, subordinated to one goal – to ensure the competitive advantages of advertisers in the new “digital” world order.
It is no longer enough to focus on the customer, provide value and make decisions based on data and good ideas. You need to be creative, to innovate. Search for all possible paths to a potential client.