Digital marketing 2020 challenges


Technology is constantly evolving. And Digital Marketing, which finds its primary foundation in this, is certainly no less. What are the main Digital Marketing 2020 trends? In the last 10 years, we have witnessed an infinite series of changes that have completely changed the way of “doing marketing”.

Companies around the world, and their CMOs (Chief Marketing Officers), increasingly understand how being in step with the times constitutes a differential value. In fact, it is not a question of optimizing (only) brand voice or marketing campaign message. Much of the confrontation takes place today in relation to the technologies that the most receptive and dynamic companies are able to discover, understand and therefore implement rapidly.

In this article, we will try to take a look at 5 of the main Digital Marketing 2020 trends currently in strong growth, and which will become stronger in the next year. Not an exhaustive list, but certainly indicative of the priorities that every company should have on the agenda while planning the marketing plan for the years to come.

Define MarTech – Marketing Technologies

It may sound obvious enough, but it all starts here: technologies drive 2020 digital marketing trends. To date, there are just over 7,000 different solutions (software or products) dedicated to marketing. If we could analyze one a day, it would take about 20 years to get a complete picture. An impossible enterprise, but not for this reason CMO and Marketing Director can throw in the towel. In designing their new marketing strategy, these actors should always start from the ultimate goal of that strategy and therefore build the perfect MarTech stack backward.

It is worth highlighting how, speaking of marketing technologies, we do not limit ourselves today to consider software as CRM CMS, once among the most popular. These are, of course, still very important, but they become the beating heart of a more complex system. In other words, they become the tool that can integrate with all other marketing software, process a huge amount of data, distribute it, and therefore inform strategic decision-making processes.

Data & Insight – Know the buyer

Do you remember the dear and old “market research“? Well, they have not gone out of fashion. They simply “moved home” and went entirely digital. In recent years, many new technologies have emerged that are capable of sharing extensive, detailed and up-to-date information on buyers with marketers.

And we’re not just talking about information such as company size, annual revenue, job title and so on. What marketers can acquire today is rather related to the so-called search/buying intent”, that is those signals that indicate when a buyer is actively looking for a service or product. By leveraging this information it is possible to segment your database in a much more accurate way. And therefore make decisions based on the intersection of multiple factors, in order to build increasingly targeted marketing campaigns.

Personalization – More targeted marketing campaigns

The direct consequence of having a huge (and useful) quantity of information on one’s buyers is obviously the possibility of building more targeted marketing campaigns. The mission of today’s marketers is to segment the database of potential customers in an increasingly methodical and structured way: to understand the main problem and consequently build the entire marketing campaign.

The whole process must be personalized: from the “first touch” to the actual purchase, the user must be able to receive relevant and coherent information: not only, therefore, that reflect the solution to his problem, but also take into consideration its position within the so-called “buyer’s journey”, usually divided into Awareness, Consideration, and Decision.

In the past, it was said (rightly) that a single message cannot work for all users, because everyone is different. Today, we see the extreme consequences of this concept: even for the same user, it is necessary to build multiple messages, which can accompany the user himself and effectively support him in the intricate purchase path.

Chabot – Conversational Marketing

Conversing with customers. Could you imagine anything more old-school? But don’t be fooled. This is not about resurrecting the old door-to-door, nor is it about creating a call center to reach your potential customers by phone. On the contrary, it all starts with the latter. We know well that the average buyer is today more informed and “bold” in seeking information.

Anywhere, anytime. Not necessarily via telephone, where statistics indeed indicate a strong rise in the use of chatbots to manage online conversations. With all the advantages of chance: ability to create relationships of greater value, scale the approach from one-to-one to one-to-many, CRM, to work on a more structured follow-up.

Voice Search – The New SEO

Many companies spend huge resources on SEO. It is a complex and delicate work, which requires great sensitivity in interpreting (correctly) the slight changes made to Google’s algorithms. But every now and then it is also necessary to work on more drastic course changes, as in the case of vocal SEO, already renamed VEO (Voice Engine Optimization) by professionals. It is a fact: people use voice searches and this is one of the main trends of digital marketing 2020.

Why they are comfortable, and why they work well: the reliability of voice recognition (and therefore the quality of the results shown) has grown 95% from 2013 to today. All thanks also to Google, Siri, and Alexa, who collected an immense amount of data.

Companies know that users are looking for information and products with these searches. Especially on mobile devices. And it is a market with immense potential, which we will reasonably see exploding in 2020 and subsequent years.

How to prepare your strategy from Digital Marketing 2020 trends?

The theoretical basis has not changed. You must always start with your customers, from their problems, and therefore present appropriate solutions. However, it is understood that software and processes with which to do it are increasingly complex. Starting from the construction of an adequate match stack it is important to gather information to get to know your buyer perfectly.

From here, build personalized marketing campaigns, which take into account the entire purchasing process. Therefore, make available to the potential customer the tools that he needs to contact us and request information. Without ever forgetting that, in order to get to this point, it is absolutely crucial to optimize your site for SEO, now also vocal.

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