The international software company, Adobe, recently did a research study on the current and future top digital marketing trends.
Their research not only focused on the top trends of 2020, but also highlighted the greatest trends for the near future.
I am a firm believer in the fact that if you don’t have SMART goals, then you don’t know where you are going. And this report does just that. It will enable you to know where the future in digital marketing trends are going, and from their you can set and initiate your SMART goals accordingly.
What are Top Digital Marketing Trends?
Yes, you guessed it. The top digital marketing trends are and will be customer experience (CX). Customer experience outshined the other digital marketing areas by far.
The 2020 Digital Marketing Trends Report from Adobe asked businesses to indicate the single most exciting opportunity for their organization in the upcoming year – and once again, the same answer came out on top. And it was CUSTOMER EXPERIENCE!
Even CEO Michael O’Leary famously remarked, “If I’d only known to be nice to customers was going to work so well, I’d have started many years ago.”
Let’s have a quick look at the results of the top digital marketing trends report and where they scored in comparison to customer experience.
- Social scored only 7%
- Video marketing scored 10%
- Data driven marketing scored 12%
- Content marketing 15%
- CUSTOMER EXPERIENCE SCORED A WHOPPING 20%
Marketing Highlights from the Digital Trends Report
It has almost been 10 years since their first digital marketing trends report. This time around, Adobe wanted to research how leading businesses are taking advantage of the current digital marketing transformation.
The idea behind this research was to find out how these trends set them apart from the mainstream. They then reached out to business leaders in marketing, advertising, eCommerce, creative and IT roles for their insights.
Discussion Focus Areas:
- Digital inequality – Businesses that invest in customer experience have the advantage
- Data Management – Forward-thinking companies are focusing on consumer data management
- Automation – AI and machine learning is being used to automate repetitive marketing tasks
The above was just an overview of the main points, we will now go into a little more detail of Adobe’s report.
The Real Value of Customer Experience
Past decisions about whether to invest in customer experience have evolved into two different worldviews. They are those who focus on the past and those who focus on the future.
For instance, 26% of mainstream companies said they fear recession, while 27% of leading companies were more concerned with attracting and retaining digital talent. Following this trend, 36% of companies on the forefront of customer experience said they exceeded their top business goal by a significant margin, compared with only 12% of mainstream companies.
The foundation of customer experience today is to look to the future and create compelling content.
How to Improve the Customer Journey
To hold attention in 2020, marketers must not only understand their customer, but also improve the customer journey across multiple touchpoints. Thirty-four per cent of leading businesses said that their customer journey was a top priority for 2020. Closely followed by targeting and personalisation.
In a recent e-Consultancy study, over 50% of businesses said that the biggest challenge with customer journey management was the volume and variety of content needed. Whether you’re building audiences, speeding up sales or increasing retention, customer journey management is essential to differentiate and grow. If you are creating content internally, consider delivering the content you need for the experiences that your customers want.
The Importance of Company Culture
The Power of Company Culture
Internal culture can slow down product evolution, kill efficiency and stand in the way of digital transformation. Sixty per cent of marketers at companies with over 150 million pounds (about $196 million) in revenues said that outdated workflows were holding them back.
Yet almost a third of customer experience leaders told a different story. For them, inadequate budgets were the main barrier, suggesting that they have the capabilities but not always the resources to deliver better digital experiences.
Leading businesses also tended to provide a wider range of learning resources, tailoring the approach to the task and the individual.
Based on their findings, they suggested a balance between corporate learning platforms, where people were encouraged people to read blogs and follow influencers and in-person training.
Plan to Ensure Trust and Transparency
Privacy and security are first in line for both B2B and B2C sectors. As laws are continuing to evolve around what both publishers and advertisers can and can’t do. Brands are now developing new strategies to increase trust and transparency.
Do you have a plan in place?
Research data suggest that brands who have clear data strategies and those who are investing in highly integrated, cloud-based technology, were 65% more likely than their peers to suggest that the focus on data protection has had a positive impact.
As customers become increasingly aware (and vocal) around how their data is being used, every business and business owner should invest in in data management as well as customer-facing initiatives to demonstrate transparency. Build trust to gain greater breadth and depth of data.
Automate to Free Up Resources
Evidence here, shows that businesses should free up human resources. Then they can focus on creativity and strategy.
Research data found that 41% of leading businesses, were already using artificial intelligence (AI) in 2020 for everything, from suggesting keywords and simplifying scheduling to flagging potential fraud. On the other hand, 47% of mainstream businesses said that they had no plans to invest in AI or machine learning.
Businesses who embrace automation have a clear advantage in moving forward. If you’re introducing new systems and initiatives, streamlining your data analysis could be a good place to start.
You could also use automation for marketing optimization, product recommendation and dynamic pricing. Artificial intelligence could also be used as a way to retain customers. It is important that you focus on personalizing the on-site journey and then applying the artificial intelligence and machine learning to your customer’s total experiences with your brand and business.
Using These Trends to get Competitive Advantage for Your Business
Businesses who successfully design and implement a phenomenal customer experience strategy, based on the above research data, achieve higher customer satisfaction rates, and increased revenues.