The new decade could be considered a digital playground for savvy marketers because the possibilities to reach new audiences and enhance engagement are nearly limitless. From advanced data science techniques to controversial techniques such as geofencing your competition to gain access to new audience insights, 2020 is shaping up into an exciting time to be a marketer. Platforms for mobile and eCommerce are rapidly melding to create a more fluid method of communicating and interacting with customers. With all of this change on the horizon, it’s not surprising that marketing teams are having a hard time prioritizing where to focus their time and attention. Here are a few of the top trends for 2020 that will keep marketers — and their IT partners — on their toes.
1. Super-Speed Data Transfers with 5G
With the majority of the US already having access to high-speed wireless networks, why should 5G actually make a difference? Sure, it’s faster (yawn!), but what marketers may not realize is exactly how much faster this tech will be. Pages that are loading slowly will be at a vast disadvantage to those that are fully mobile-first as opposed to simply optimized for mobile. HD streaming content will become the norm and consumers will quickly expect to see high-quality resolution as well as rapid delivery of content from their favorite sites. Smartphone usage will continue to expand, boosting the importance of visual and voice search optimization such as adding metadata to all images and ensuring that SEO quality is high for targeted websites. Expect advertising to shift from text and images to video as it becomes easier and more convenient to find the information that you need quickly. Think in terms of FAQ information that gets down to the nitty-gritty quickly as opposed to causing people to search through pages of information to glean the few necessary details.
2. The Rise of the True Data Warehouse
There were days when a customer relationship management (CRM) solution rarely contained all of the information about a customer. Sure, it might have their mailing address and contact information and perhaps their newsletter preferences, but chances are good that their sales history was stored separately in an operational database and then combined later (or not!).
Today’s paradigm is shifting more towards a single data warehouse with multiple data integrations for access to the same information. When properly architected, someone on a sales or marketing team should theoretically be able to query a much larger dataset to build an audience that is incredibly well-segmented and open to specific messaging points. It also means that data scientists gain prominence as software engineers struggle to keep up with creating a user-friendly interface that feeds the needs of data-hungry marketers. While you’ve heard people talking about “Big Data” for over a decade, 2020 will explode with opportunities to actually utilize the information that’s been so carefully gathered over the years.
3. Win the Audience Battle by Geofencing Your Competition
It might sound a bit dubious, but you can (legally) drop a geofence around a competitive business and gain insight into their customers. Heck, you can even hash the results and export them to Facebook — matching them against known users you can then contact via advertising! The ability to see exactly where your customers live and work and learn the same information about your competitors provides a layer of insight that many consumers may not be comfortable providing directly to your brand. The tech works by tracking cell phones whose signals are transmitting within a set GPS locale and then building audience lists based on their activity and movement over time.
No matter how you slice it, 2020 is a year full of opportunities for smart marketers to shift their marketing engine into overdrive. If you’re seeing the possibilities but still struggling with how to execute, contact the professionals at Apeak Solutions at 603-658-0989 or fill out our quick online form to schedule your free initial consultation. We work with teams in the US, Canada and throughout the world to help organizations of all sizes accomplish projects that would be next-to-impossible using only internal marketing or IT assets. Our specialists are certified in many major marketing technology solutions, including HubSpot, Marketo, Pardot, Eloqua, SalesForce Marketing Cloud and more. Whether you need assistance getting a project off the ground or are looking for long-term outsourced marketing support, our team of highly qualified marketing technology experts offer the strategic consulting, inbound and outbound marketing and sales engagement services you desperately need.