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Digital marketing trends in 2020

Digital marketing is evolving very rapidly, and in order to compete successfully you have to be aware of the key trends that emerge each year. Some of these trends, such as video marketing, are becoming more established; others are gaining popularity fast, with the help of new technologies.

Furthermore, users are now demanding more human, sustainable, personalised and interactive marketing. In fact, one of the cornerstones of this new marketing year will be Customer Experience (CX), which has become the main focus.

At LINK Mobility Spain, we can help you take care of and satisfy your consumers, implementing all that is necessary in order to not be left behind, and thus exceed consumer expectations.


Five essential marketing tactics

Nowadays, it is the user who’s in charge, and a company must adapt its marketing strategies to meet their new needs. But what will consumers demand in the next 12 months?

1. Content in video format. In addition to podcasts, which have been gaining in popularity, videos are the perfect medium for presenting products or services. It is a trend that has been gaining ground throughout 2019, and it will continue to grow rapidly this year. In fact, on mobile devices it reigns supreme. Have you tried our RICH SMS with video yet?

It has been shown that videos generate a significant return on investment: 87% of marketers use videos as a tool in their strategy (The State of Video Marketing 2019, by Wyzowl), and 90% of consumers use videos to make purchase decisions.

In particular, live video is an even more effective resource in terms of cost and results, as it does not require any further editing.

2. Optimisation for voice searches. Google states that 20% of the searches it receives are now through voice. This is a trend that, although it may appear tentative, is on the rise. In fact, the company PwC predicts an insurgence. In a study on these voice devices it is highlighted that 61% of people between 25 and 64 years old already use them and intend to use them more in the future. The market research company eMarketer estimates that by 2020 nearly 100 million smartphone users will be using voice assistants. And this, of course, will affect SEO.

Therefore, companies must optimise their content for voice searches, which tend to be longer and more conversational than traditional text searches.

3. High-level connection between user and brand. Customers are becoming more and more self-sufficient: they are looking for what they need,and they know how and when they want it. Companies must therefore communicate with them directly, and must do so in a fluid and interactive way, with omnichannel content being essential. It’s about personalising customer experience from start to finish, regardless of the platforms, devices or locations used.Here, the SMS has a prominent position, as it is the channel with the highest opening rate.

Furthermore, the more immersive this customer experience (CX) is, the better. This is the key to achieving engagement. Thus, almost 86% of marketing executives expect to own the end-to-end customer experience by 2020 (business2community). How about trying augmented reality to take the customer experience to another level?

4. Hyper-personalisation. The new way of building a brand is through personalisation. This will undoubtedly be one of the major themes of 2020. Marketing is no longer focused on the product; instead, it focuses on the person. It has even been said that “personalisation is the new marketing.”

All this will become even easier with the arrival of 5G. The more data we can collect and the more customer knowledge we get from social networks or other sources, the easier it will be to hyper-personalise all our messages (including their design). Of course, this must always be balanced with data privacy.

The aim is to create a connection with the user, giving special prominence to Generation Z.

5. Chatbots.Marketing strategies, of course, go hand in hand with technology.Within the field of artificial intelligence, chatbots have been gaining popularity. Experts predict that 80% of businesses will have chatbots by 2020 (Business Insider).

These chats help both small and large companies, as they resolve queries and answer questions about products or services, and thus allow companies to “pamper” customers and be in constant communication with them. They can serve many potential customers at once, and the challenge is to create a comprehensive Artificial Intelligence that interacts with users in each specific context and gives the best possible response to their needs.

We also have our product LINK Conversations. This is a tool for enriched personalised dialogue between the company and the customer by means of SMS, which allows you to schedule and automate tasks, sending multimedia content, maps, files, QR codes, action buttons, etc. It could be described as SMS 2.0.


Quality content and mobile marketing

Obviously, despite these growing trends, we cannot forget how important content marketing still is; it is the fundamental pillar of marketing. In 2020, quality content must stand out as a solid base for each and every marketing channel. Publishing on your blog frequently and providing your customers with useful and updated information, by whatever means, is essential. Lead Nurturing is more fashionable than ever.

But you also have to take into account the content created by users themselves. Customers increasingly rely more on the opinions of other consumers, as they generate a feeling of closeness and credibility, and a little less on the advertising of the product or service created by the brand itself. This trend will continue in 2020. Lastly, we must not forget the power of persuasion held by the brand’s most representative influencers, who consumers identify with.

In terms of social networks, each one has its own audience. LinkedIn is the queen of B2B networks, whereas Instagram will receive the most investment in advertising this year. It is essential to know how to adapt campaigns to different social networks, and to know which networks are the most important for your business. In addition, it is desirable to enable users to log in through their favourite social network (social login), so that they can more easily download an app or register on a website. The data show that more than 75% of mobile phone users use social networks to sign up for new services.

Lastly, what about mobile marketing? This isn’t just a trend; it is a real necessity. We live our lives permanently connected to our mobile phone, and they should therefore be a top priority for companies. Responsive web design will continue to increase in 2020, with 5G technology being kept in mind.

Similarly, the mobile app industry will continue to grow at a dizzying rate.

In conclusion, regardless of the trends, which come and go, the real pillar of marketing is to take care of customers by understanding their needs. At LINK Mobility, we will help you achieve this.

Omni-channel marketing, more necessary than ever

Integrating all available channels is the best way for a company to interact with its customers and optimise its results. Without a doubt, this enriches the customer experience and increases customer satisfaction.

In fact, the so-called omni-channel presence is already a user demand, or so says a global study published by the Chief Marketing Officer (CMO) Council network, in collaboration with Pitney Bowes. This shows that 85% of global consumers prefer to interact with brands by combining digital and physical channel experiences, which are still very present among users of all generations, even the youngest.

So what are the keys to merging channels and giving the customer what they want?


The importance of omni-channel strategies

Customers are becoming more and more demanding, rational and reflective, and as a result they want companies/brands to serve them when and where they need it. In their customer journey, they use online and offline channels indistinctly, according to their convenience. In spite of the growth of the online to online model (in which the mobile phone plays a predominant role), the ROPO (Research Online and Purchase Offline) model of behaviour is also becoming much stronger. In this model, the consumer looks for information on the net and completes the purchase of the product in the physical establishment. We still need to see, touch or test the product we are going to buy, or we prefer to receive advice in person about a particular service.

These new habits increase sales and, therefore, companies must adapt and implement omni-channel marketing strategies. These must be integrated, working together, and although they require a lot of planning and excellent process management, they are worth the effort.

There are several combinations that help you to relate to your customer through various media and supports. For example, you can complement your physical business by means of a mobile application. In the app you can offer the latest news and promotions, accumulate points to obtain discounts, consult points of sale, etc.

There is also the possibility of activating an omni-channel card with which to accumulate points and pay for products. If the customer needs to recharge it, they can do so by telephone, on the website, in the shop itself or in the app. All the changes made to the card are applied in each channel and in real time. The Starbucks international coffee chain is doing this very effectively with its wallet card.

Going further, take a look at Disney’s omni-channel experience. This uses a sensor bracelet, the Magic Band, which allows you to handle every detail of your stay at Walt Disney World Resort: it’s your hotel room key, an image storage device for any photographs you take, a tool for ordering food and a way to manage many other planning resources.

Lastly, it is also essential to provide an integrated on-line and telephone customer service within the omni-channel experience which is available at any time (using chatbots, for example). Even on social networks, all queries and complaints must be managed efficiently.

From LINK Mobility we offer you LINK Conversations, a powerful tool to maintain enriched dialogues with your customer, which is configured as a personalised omni-channel solution. Enabled to be integrated via API and web interface, it is also ready to chat through WhatsApp, Facebook, Messenger and soon through Alexa, Google Assistant and Siri.

In conclusion, the consumer is demanding an integrated and uninterrupted shopping experience, in which all processes are facilitated and everything “flows”. And in fact, the best omni-channel experience is one that is barely noticeable.


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