The last decade has seen some humongous changes in the way a brand or business market itself. The marketing scenario has gone through quite a few disruptive changes. These developments not only bring in new opportunities for many. However, it also compelled marketers to rethink their strategies.
As we stand on the cusp of a new decade, the marketing industry is bound to experience more disruptions over the coming years. However, before we can even fathom or imagine what those will be, let’s focus on the practices that are already out in the open.
Nevertheless, before knowing the upcoming shift, it is prudent to understand the sentiment that drives any marketing activities. Eventually, marketing is all about communicating with your users, understanding their needs and pain-points, and ultimately providing a solution to them. Unless marketers address this, they cannot engage the users with their marketing communications.
The way forward – Omnichannel marketing
While looking to increase user engagement, the basics of marketing remain the same. However, with the availability of high-speed internet, smartphones, and networking channels, marketers now must consider several touchpoints to engage the users. Besides, the type of content, the level of personalization, the attention-grabbing communications, and consideration of the users’ online behavior also plays a part in engaging the users.
Hence, it is no wonder that the marketers are increasingly adapting to an omnichannel marketing strategy when it comes to user engagement and their experience. Omnichannel marketing helps marketers to expand the scope of reaching their users and engage them according to the users’ preferences. Therefore, it allows marketers to create compelling marketing communication, and users to remain in control of their choices at the same time.
Considering the developments in the technicalities of marketing as well as user preferences, it is crucial that you know the omnichannel marketing trends of 2020. It would help you to keep your marketing strategies ready to adopt the upcoming changes in the industry.
Omnichannel Marketing trends in 2020
Omnichannel marketing allows you to utilize the full potential of their adtech and martech stack. It can help you to send highly-targeted marketing communications over multiple channels, without crossing paths with each other. Therefore, your messaging becomes high-intent and non-repetitive, thereby allowing less intrusion on your users’ privacy.
Since the users receive only highly-relevant and personalized content, the chances of converting them and driving brand loyalty increase. In other words, you can convert, as well as retain your users so that they become your repeat customers too.
Hence, knowing the following omnichannel marketing trends is vital for marketers to stay ahead of their competitors.
Personalization remains the key to user engagement in 2020 omnichannel marketing trends. Most users don’t respond to generic communication anymore and look to receive messages according to their personas.
In 2020, users expect a better experience from brand communication. In fact, personalization issues frustrate as much as 74% of users, according to statistics. Therefore, hyper-personalized content is a necessity for almost all marketers.
While curating personalized communications for your users, you must design your content according to their users. Further, the use of dynamic content can be quite helpful in increasing user engagements too. Features like dynamic ads, carousel notifications, and rich-media graphics can help you make your content more interactive.
Personalizing a content according to the users’ expectations is an omnichannel marketing trend in 2020. It can help your users to associate with your brand much better, thus increasing the chances of converting them faster.
2. Smart bidding on programmatic ads
As more equipment and devices are getting connected to the internet, the scope of displaying targeted advertisements, or programmatic ads are increasing exponentially. Since programmatic ads are highly personalized and are sent to targeted users, they can engage the users quite efficiently.
2020 is a year that might change the way marketers advertise their products using programmatic ads. Programmatic ads are usually automated and require user data to function effectively. Therefore, the quality and the compilation of user insights are a must for achieving a positive impact.
However, with almost every brand following the same suit, the users might just get brand fatigue with so much information to handle. Moreover, the bidding process of the programmatic must be aligned with the user interests and their behavior on a real-time basis. Unless you can collect and leverage the user insights or identify the right advertising space, you are very likely to miss out on making the most of your advertising potential.
3. Video consumption is expected to increase
The use of video content in marketing has been rising over the past few years, and the year 2020 is expected to be no different. 83% of marketers think that video will play a crucial part in the marketing strategy in the coming years.
However, if you are looking to increase your spending on producing and using videos, you must take care of a few factors. The usage of video in marketing depends on the relevance, value proposition, and the duration. In other words, your video must be crisp and targeted so that you can invoke certain emotions in your users and engage them.
Yet, when you are planning to follow this omnichannel marketing trend, you must be careful. Lengthy content, irrelevant value proposition, and misdirected communication might dampen the impact of video, and could affect user engagements.
4. Retention based on online behavior
The online marketplace is growing to be more competitive, even as we speak. Therefore, marketers have now begun to understand the importance of retaining their users to increase their revenue more consistently.
User retention depends primarily on the user experience and the value proposition of your business. However, both must be maintained in equilibrium to keep your users coming back to your website. Hence, even if you have the best of products, unless you can provide delightful user experience, you might start losing them.
User retention depends a lot on your brand communications also. Send too many messages, and your users might get frustrated. Send too less, your users might forget you. Additionally, the messages the users receive must be relevant to their interests also.
Thus, you must be very particular about the personas of your users. Unless you have enough data about your users, you cannot engage them with your brand communications.
Take control of marketing in 2020
The omnichannel marketing trends of 2020 focuses primarily on the user experience and engagement patterns. Therefore, you must align your marketing strategies to provide a seamless user experience. Consequently, you will require more data about your users and use them efficiently to improve your brand interactions.
However, the information you collect might not be sufficient enough as they remain restricted to their respective data silos. Your data must break the silos and interact with each other so that you understand the touchpoints of your users and take control of your marketing initiatives.
When you are looking to control your marketing drives, you need to leverage the data from the multiple channels and platforms you might be using. Engage360 lets you bring your programmatic as well as CRM channels together. It helps you to collect data from various channels and use them in unity.
Using the data from both programmatic and CRM channels help you to understand your users better. Further, you can improve communication with your users according to their interests, behavior, and active touchpoints. Additionally, since there is an exchange between the data from different channels, you can engage your users for free, before choosing to send paid content.
Engage360 looks to help you to control their marketing initiatives much more conveniently. Moreover, the users feel less frustrated, too, as the communication they receive resonates much better with their preferences using journey 360. Thus, you can expect an improvement in engagement and, eventually, the conversion rates.
Moreover, the availability of Engage360 unified dashboard to track all your marketing drives helps you to understand your campaigns’ performance. It also helps you to streamline your marketing budget, and save on marketing dollars.
When it comes to marketing, the marketers look for convenience and control over their strategies. At the same time, the users expect engaging communication from the brands, which prioritize their preferences and choices. The omnichannel marketing trends of 2020 tend to focus on these two aspects too, and so does Engage360 omnichannel marketing platform.
So, are you ready to take complete control of your marketing and advertising campaigns in 2020? Please get in touch with us to share your thoughts. You can also write to us at [email protected] for Engage360 demo and more details.