Top Marketing Technology Trends in 2020
Marketing, among all domains, is highly susceptible to change and constant evolution. Missing out on the new trends in marketing leaves business owners behind, not allowing them to gain a competitive advantage, generate more leads, and attract new customers.
In 2020, new trends are going to penetrate marketing. In this post, we will examine the top 10 latest technology trends in marketing to follow this year.
1. Integration of wearable tech into marketing
Wearable tech is a game-changer for marketers that offers new ways to approach audiences and build connections with users. Smartwatches and other tools enable highly targeted advertising — for instance, a person who’s looking for an apparel store can get a notification from one when passing it by.
Wearable marketing technology trends allow marketers to reach potential shoppers at the right time in the right place, increasing conversion rates.
Also, similarly to how mobile optimisation became a major ranking factor, wearable tech can also have a part to play in search engine optimisation. In the future, website managers might be required to optimize their platforms for smartwatches and other wearable devices to get a higher ranking.
2. VR/AR content
VR campaigns are not news to marketing. Adidas, for instance, launched one back in 2017, allowing people to follow two mountain climbers in real-time. Incorporating augmented and virtual reality in advertising campaigns plays well with users’ desire to prioritise the shopping experience over the product’s price.
On top of that, new technologies in marketing can be used to appeal to a younger audience. Online ads or TV commercials as tools will not be as effective in connecting with kids as an immersive campaign is. Recently, Samsung launched the Bedtime VR Stories app that proved the efficiency of immersive technology in connecting youngsters and brands.
3. Big-data platforms for in-depth monitoring and analytics
The impact of data in marketing technology trends in 2020 has been increasing. Thanks to campaign performance monitoring platforms, managers can track the efficiency of content they publish, capture metrics — Customer Acquisition Cost, Customer Lifetime Value, and many more.
In the next few years, as machine learning and AI tools become more affordable, there will be platforms for handling the following tasks:
- Making accurate pricing decisions. Thanks to martech industry trends, business owners will be able to ensure their pricing strategy has high upside potential and gives their product line an advantage compared to competitors.
- Higher customer responsiveness. Being able to predict changes in customer values and priorities gives businesses more reactivity and increases adaptability in content creation, team collaboration, or choosing the right marketing channels.
- Increasing customer loyalty. Collecting more data on customers and processing it with the help of an intelligent platform will help brands cater to clients more efficiently, offering them relevant special deals. The company will be able to promote only the products that are relevant to users, without being redundant or intrusive.
4. Programmatic ads
Right now, marketers still have an important role to play when it comes to setting up the ad. Default settings are rarely the best ones, and managers have to tweak the campaign settings a ton to run a successful campaign.
According to Zenith Media, by 2020, 69% of all media channels will rely on programmatic ads. The US and UK are expected to lead the change and have the highest share of programmatic advertising and trade.
5. Chatbots keep rising
Back in 2016, Oracle found out that every second customer is expecting 24/7 availability from customer support. Reaching this level of customer-friendliness is next to impossible without chatbot implementation.
It is estimated that chatbots will be considerably more human in the next five years, thanks to machine learning and artificial intelligence advancements. The development of voice bots — like Google Assistant, Microsoft Cortana, etc. — is one of the most promising trends in marketing technology that specialists can leverage upon to collect more customer queries and increase conversion rates.
6. Blockchain-based marketing tools
Advertising fraud has been a major problem marketers are facing. Research estimates that marketing managers are losing around $19 million a year to fraudulent activity. To make sure you can track the KPI of a campaign transparently and are not sending your budget down the drain, consider using blockchain anti-fraud platforms in 2020.
Blockchain allows marketers to offer users solid data behind their claims as well. For instance, a blockchain-based platform can keep records that prove the product’s authenticity or place of provenance.
7. Rise of voice technology
Smart speakers are no longer a rarity in modern houses. According to studies, the number of voice assistants grew by 78% between 2017 and 2018, and has only increased since. The impact of voice technology is indisputable — here’s what it means for marketers:
- The rise of audio branding. Unique notification tones will be a major way for companies to stand out among competitors;
- The growing emphasis on UX voice content. It will be increasingly more important to make sure a person feels comfortable talking to the brand’s voice assistant.
- Music as a part of the brand culture. Since 77% of Americans are active music streamers, connecting to companies that share customers’ tastes in music will become a growing trend in the future. Marketers should consider the rising importance of music and create branded playlists to connect with users more efficiently.
8. Marketing goes mobile-first
Millennials and Gen Z are known as mobile-first generations. For them, surfing the web is no longer a necessity or a ritual but a daily activity. That’s why these shoppers are often doing shopping or ordering services on the go — and the tendency is here to stay.
How should marketers leverage the increasing popularity of mobile marketing? Here are a few ways to benefit from the trend:
- Designing for mobile as a priority. Businesses will have to take the Twitter road in the future — catering primarily to mobile users and scaling for desktop as they go.
- Ensuring their online platforms are mobile-friendly. Since responsiveness is already a crucial factor to influence rankings, marketers cannot miss out on catering to mobile users well.
- Leveraging user-generated content. The efficiency and potential impact of UGC campaigns have been impressive lately.
- Location-based targeting. Similar to wearable tech, smartphone-based Bluetooth and GPS tracking helps business owners find prospects that are in close physical proximity to the store or the office and get in touch with them.
9. Rise of data management and customer data platforms
Customer data platforms are another promising martech trend application of the decade. In the next three to five years, these tools are expected to become huge — the market value is estimated to reach $3.2 million up to 2023.
As GDPR and data protection regulations in California limit marketers’ freedom in data gathering, data management and organisation platforms will be crucial for processing the insight brands already have more efficiently.
An additional feature such platforms are going to introduce is lookalike modelling — marketers can use existing customer data to create other profiles of prospective customers and discover new target audiences.
10. More omnichannel communication experiences
Since new marketing channels will emerge and there will be more ways to reach customers, businesses will have to release omnichannel content to leverage the full potential of every tool. In 2020, brands will focus on bringing different experiences closer together. Possible examples include:
- Online and offline convergence. Using IoT-enabled mobile apps to help customers find the right product in the store or notifying about special offers are already a common practice that’s going to be amplified over the next five years.
- Long-lasting customer journey. Marketing managers will need to invest more effort in connecting with prospective customers, including targeting them via different communication channels using various means — video, posts, audio content.
- Brands will become more human and customer-centric. The development of technology allows businesses to talk to clients in different styles. The popularity of real-time content, such as Instagram stories, will require more humanisations and authenticity from companies.
New marketing technology impacts the way managers strategise, execute, and monitor campaigns. Using new platforms and advantages help define your target audience more precisely, find a way to build a bond with a prospective customer, and allocate advertising budgets more efficiently.
Contact TechMagic to build a custom solution for campaign management, customer analytics, and other day-to-day tasks. Leave us a message to discuss your project — our team will find the most efficient way to integrate technology into your marketing strategy.