6 marketing trends to watch for in 2020

How marketing leaders can keep their brands ahead of the competition

In order to stay relevant and be effective, marketers need to be at the forefront of evolving consumer trends. How do prospects make buying decisions? Where do they get information? Who do they look to for advice?

With new technologies and buying behaviors, 2020 is set to be an interesting year in marketing. Here are six trends to keep an eye on so you and your team stay on top.

3 trends impacting marketing team strategies

New marketing channels and buying behaviors mean that marketing teams need to rethink the strategy and delivery of their campaigns in order to effectively capture their audience’s attention:

1. Cohesive customer experiences

Customers expect a personalized, tailored experience that speaks directly to their needs. At the same time, marketers must avoid looking through a campaign-only lens since customers don’t interact with brands through a single way or a single channel. Marketers must understand specific interactions in the customer’s entire journey and focus on a complete experience, not a point-in-time campaign.

2. Omni-channel now includes Internet of Things (IoT)

The Internet of Things (IoT) has taken off in recent years and is now broadly accessible (think Alexa and Siri). According to an article by McKinsey & Company, consistent growth and widening applications for the technology make IoT poised to go mainstream in the next year or two. This means marketers should start thinking about how to incorporate IoT into their programs to maintain omni-channel marketing across channels their potential buyers will be using.

3. Conversational marketing

Instead of directing people to lead capture forms and waiting for a response, conversational marketing uses targeted messaging and intelligent chatbots to engage with people when they’re on your website. New intelligent chatbots use machine learning and natural language processing (NLP), allowing customers to have a two-way conversation with a brand. Shifting from an asynchronous way of marketing to real-time conversations presents a major learning curve as conversational marketing grows in 2020.

3 strategies influencing how marketing teams work

To make the most of 2020’s new trends, marketing leaders should consider implementing these strategies to execute campaigns successfully and maximize results:

1. Embrace agile marketing

As the name would suggest, agile marketing is an approach inspired by agile software development. It’s a way of working that involves rapid iterations rather than one big bet or project. It emphasizes real-time collaboration (over silos and hierarchy) and is designed so that marketers can respond more easily to change. When moving to agile marketing, teams often find themselves needing work management solutions that can manage processes in addition to projects.

2. Create better team alignment

Marketing leaders are investing in tools that help them turn their strategies into executable programs and campaigns. These tools centralize work so everyone, including cross-functional teams, are better aligned on plans, individual responsibilities, and short term goals, as well as the long-term business strategy.

3. Improve collaboration between in-house team and outside resources

As the talent shortage continues for key roles, marketing leaders are turning to contractors and agencies for additional support. As a result, leaders are implementing work management solutions to facilitate collaboration between their internal teams and external partners, keeping everyone aligned around goals, programs, and plans.

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