Yes, it’s that time already – we’re nearly at the end of 2019 and ready to chat about trends for next year. So, what’s in store for data-driven marketing in 2020? Here’s five key areas which we expect will see increased interest and growth next year.
Keeping it private
Privacy has been high on the agenda for b2b marketers since the introduction of revised GDPR,and it’s set to become even more important in 2020. Brands and businesses that are prioritising privacy are more likely to retain the trust of their customers – who are more likely to share their data when they know it’s going to be looked after properly. It’s crucial for companies to be transparent about how they collect data and to put the customer at the centre of all their activity. There are also an increasing number of alternatives to cookies hitting the market, so maybe it’s time for businesses rethink their privacy controls. Google and Apple’s use of advertising IDs are good examples.
Marketing automation has been a big thing in the marketing landscape in recent years, but it’s predicted to increase in popularity even more in 2020.
Automation is a win-win for time poor businesses; not only does it enable the collection of large amounts of data with very little human input, but it also allows for the automatic creation of weekly reports and their analysis. By choosing to go automatic, data collection instantly becomes more efficient, productive and allows businesses to gain a better understanding of their audience quicker, improving response times and personalised content.
It’s no longer good enough to just use a customer’s name in communications with them, now they want the right messages at the right time before they’ve even had chance to draw breath. All of that without it seeming contrived or salesy. Why? Because 91% of consumers are more likely to purchase from brands who deliver relevant offers and recommendations. How? Data of course. Data is the key to unlocking real customer wants and desires. By analysing their buying behaviour, interests, job role, function within a business etc, advertisers can be focused and relevant, saving their customers the trouble of sifting through ads they don’t need or want to see and guiding them seamlessly through the sales journey.
Speaking with one voice
Across both B2C and B2B advertising, continuity is a key area of importance. From a website, to chatbots and paid advertising, businesses need to ensure that voice and message are consistent to engage and retain their target audience. With so many different platforms to consider, using data to analyse browsing and buying behaviours can help sales and marketing teams to develop a clear journey. For B2B there should always be a next step. So, for example, if a user downloads a whitepaper, they should also get it by email, receive a follow up call for feedback, or an email expanding on the content further, from which they can click through to a web chat with a sales rep. Journey planning is set to be a big theme next year, so now’s the time to get those ducks in a row.
An AI takeover
It’s already been creeping into our consciousness in recent years, but 2020 is set to see an explosion of AI within marketing campaigns and customer service. Automated customer service chatbots are already up and running, but next year b2b marketers can expect to see virtual assistants that have been programmed to answer specific queries from customers, all powered by data and analytics. These assistants will know what people have interacted with and when, so they can offer instant continuity and prevent any disruption to your buyer’s journey.
For an in-depth look into all things data, check out the latest feature piece on The Knowledge – ‘Let analytics do the talking: A deep dive into data-driven marketing’