Every entrepreneur is concerned about the question: “How to keep regular customers and attract new ones?”. In this article, we have collected the most important trends of the year that will help you build the right marketing strategy.
1. Customer Experience
Customer experience has long been not just a buzzword, but an important trend that will reach a new level in 2020. This is the customer’s experience of interacting with the company. If you focus not on how to convince the client that your product is the best, but on creating a better experience and level of service, you can achieve much more results.
According to a study by the consulting company PricewaterhouseCoopers, 73% of buyers believe that the quality of customer service is an important factor in their purchase decision.
A positive customer experience makes customers come back to your company again and again. This is partly because the client interacts more and more online, and based on impressions, he decides whether he should contact this company again or not.
What to do: Check how convenient and logical it is for the user to interact with you. Develop effective payment systems, simplify the mobile version, improve website design.
A personal appeal to each client is not only an automatic replacement of the name in the email newsletter. Artificial intelligence, social media analytics, and the scale of personal data collection allow for personalization of everything from content to product recommendations.
Clients are bombarded with information from different channels, there is a glut of content. To be noticeable in the flow of advertising messages, you need to find new ways to convey information. The key in this situation may be to reach a new level of personalized communication.
According to an Epsilon survey, 80% of consumers said they are more likely to do business with a brand that delivers a personalized experience.
What to do: Go beyond simple segmentation. Gather information, learn more about the client and provide the product and content that is right for him.
3. Automation and artificial intelligence
Artificial intelligence technologies have stepped far forward, and now it has become much easier to learn about the audience. In the past few years, more and more companies have started using automation to improve their marketing strategies. Artificial intelligence is one of the main technologies for creating smart assistants on websites, such as chat bots.
Big data helps to get information in order to give a personalized experience on a larger scale.
At the same time, it should be remembered that the human factor is still important, so automation is a help, but not a replacement for real people.
What to do: Use smart assistants. Analyze data to simplify customer experience.
Another trend is the strengthening of work with regular customers. Research by Invesp shows that it costs five times more to acquire a new customer than it does to keep repeat customers.
Loyal customers improve the reputation of the brand, increase its recognition: they recommend you to their circle of friends – friends, relatives, colleagues. That is, in fact, they make free advertising for the brand. And here we again come to the customer experience and its importance, especially for regular customers.
What to do: Stop chasing new customers, and focus on getting regular customers back because you have the best customer service. Build personalized communication with regular customers.
5. Live video
Video has become one of the main types of content. Suffice it to say that Youtube is the second largest search engine in the world today. According to Cisco statistics, in 2020, 75% of mobile traffic will be video.
The most relevant form of video content in 2020 is live streaming. Users want live contact, and live broadcasts just give the effect of presence: you can ask a question and immediately get an answer to it. For companies, this is easier because you do not need to spend a lot of time and money on video editing.
What to do: include webinars, interviews, broadcasts on social networks in your strategy.
This is the type of content with a deep degree of engagement: 80% of users listen to the content to the end, 69% confirm that thanks to advertising in podcasts they learn about new products (according to research by the Nielsen analytical agency).
In 2020, the podcast industry will grow even faster thanks to a boom in advertising activity and technological changes, which is great news for content creators and listeners alike.
Podcasts are popular because they are easy to manage: you can turn the volume down or interrupt at any time and return to listening later. You can listen to them on your way to work, at the gym, or while you’re cooking dinner.