Every entrepreneur is concerned about the question: "How to retain regular customers and attract new ones?" In this article, we...
Every entrepreneur is concerned about the question: "How to retain regular customers and attract new ones?" In this article, we've compiled the most important trends of the year to help you build the right marketing strategy.
1.Customer ExperienceCustomer experience is not just a buzzword for a long time, but a significant trend that will reach a new level in 2020. These are the customer's impressions of interacting with the company. If you focus not on convincing the customer that your product is the best but on creating the best experience and service level, you can achieve much more results.
According to a study by the consulting firm PricewaterhouseCoopers, 73% of buyers believe that customer service is an important factor in their purchasing decisions.
A positive customer experience drives customers to come back to your company over and over again, in part because the customer is interacting more and more online, and based on the experience, he deduces whether he should contact the firm next time or not.
What to do: check how easy and logical it is for the customer to interact with you. Develop effective payment systems, simplify the mobile experience, improve the site design.
2.PersonalizationA personal appeal to each customer is not only an automatic name change in an email newsletter. Artificial intelligence, social media analytics, and the scale of personal data collection can personalize everything from content to product recommendations.
Clients become bombarded with information from different channels, oversaturation with content occurs. To be visible in the flow of advertising messages, you need to find new ways to convey information. The key in this situation can be reaching a new level of personalized solution.
According to an Epsilon survey, 80% of users said they were more likely to do business with a brand that delivers a personalized experience.
What to do: Go beyond simple steps. Collect information, learn more about the client, and provide the product and content that suits him.
3.Automation and Artificial IntelligenceArtificial intelligence technology has made great strides forward, and now it's quite easier to seek about the audience. In the previous few years, more and more companies have started using automation to improve their marketing plans. Artificial intelligence is one of the key factor technologies for creating smart assistants on websites, such as chatbots.
Big data helps us collect information to deliver personalized experiences on a larger scale.
It should be memorized that the human factor is still important; therefore, automation is a help, but not a replacement for real people.
What to do: Use smart assistants. Analyze data to simplify customer service.
4.LoyaltyAnother trend is the intensification of work with regular customers. Research by Invesp shows that it is five times more expensive to acquire a new customer than it is to retain the interest of regular customers.
Regular customers improve the brand's reputation, increase its recognition: they recommend you to their social circle - friends, relatives, colleagues. I.e., they make free advertising for the brand. And here we come again to customer experience and its importance, especially for regular customers.
What to do: Don't chase new customers, but focus on getting repeat customers to come back to you because you have the best customer service. Build personalized communication with regular customers.
5.Live videoVideo has become one of the major types of content. Suffice it to say that Youtube is the second-largest search engine in the world. According to statistics of CISCO, in the year 2020, 75% of mobile phone traffic will belong to videos.
The most relevant form of video content in 2020 is live streaming. Users want live contact, and live broadcasts give the effect of presence: you can ask a question and immediately get an answer to it. This is easier for companies because they don't have to spend a lot of money and time on video editing.
What to do: Include social media broadcasts, webinars, interviews in your strategy.
6.PodcastsThis is a type of content with a deep degree of engagement: 80% of users listen to the content to the end, 69% confirm that they learn about new products thanks to advertising in podcasts (according to research by the analytical agency Nielsen).
The podcast industry is set to grow even faster in 2020, thanks to a boom in advertising and technological change, which is great news for content creators and listeners.
Podcasts are more popular because they are easy to manage: at any time, you can turn down or interrupt and return to listening later. You can listen to them on your way to work, at the gym, or while you cook dinner.
By using statistics and considering user listening behavior, you can understand who your customers are. This brings us back to the trend of personalized content again: with podcasts; you can create just that.
What to do: use this tool while the podcast market in Russia is not overcrowded, and users are not tired of the new information channel.
7.Voice SearchIt is predicted that in 2020 more than 50% of all requests will be a voice recognized. Users are looking for the fastest information, such as when they are on the go. They want to get the information they want right on the search page. The way of searching is changing - the mechanisms of search engines are also changing.
Now it is not so much important to be the first in the search results to get into the "zero" line and highlighted fragments of Google or Yandex. Often information in the "zero" line is the only thing that fits on the first screen of the phone.
Users do not always go to the website, but they will see information about the company more often, which will increase awareness.
What to do: optimize content for the results in the "zero" line and highlighted fragments of Google.
8.Visual ContentDespite the boom in voice search, visual content is still trending. And it is more popular than text material. Not surprisingly, according to research, our brains perceive visual content 60,000 times faster than text.
According to Socialmediatoday, 62% of millennials (and they are now the main paying audience) are interested in visual content more than any other.
What to do: accompany texts with infographics, videos, and photos. This will help not only interest the user but also convey messages more clearly and convincingly.
9.AR TechnologiesAR (augmented reality) is a technology by which virtual objects become visible. AR technologies are developing, and in the future, they will occupy no less place than video ads. Photo filters, Instagram masks, Pokemon Go, are the simplest examples of AR. More complex options: trying on clothes or choosing furniture directly in the AR application.
This technology is taking over retail: users are more likely to purchase a product if they have already "tried" it, although not in reality. About 50% of users would prefer to buy in a store with AR options.
AR helps you stand out because few other companies use this technology, and also helps you retain attention and give the customer a new, improved experience of interacting with the product.
What to do: create an AR app for your products, use AR elements on social networks.
10.Educational ContentThe instructional marketing strategy will be another hot topic this year. People want to resolve a problem, and not just be convinced to buy a product they may not even realize they need. The likelihood of purchase will increase if you share how you can solve the client's pain.
Almost all content today is not just advertising "head-on" and demonstrating the benefits of a product or service, but user training or information. Good educational marketing helps with problem-solving and makes choices faster.
What to do: provide useful content on the client's problem areas. Conduct webinars for potential buyers, send guides, checklists, instructions.