The need for attention and brand loyalty is now the most important challenge for marketing and customer experience in 2020. At a time when consumers have a multitude of shops and companies to choose from at their fingertips, both domestic and abroad, it is difficult to maintain their loyalty. Brand loyalty is something that is hard to create, especially among younger audiences.
1. Data integration
1. Data integration
Integrating data allows for better, more effective tracking of the customer journey and the correction of any errors or shortcomings. It is the key to improving Customer Experience and ultimately increasing company revenue. This will require gathering information from all company departments, from IT to sales, through marketing, and product design.
According to John Heller of McKinsey, using platforms that bring together customer data and improving consumer journeys will be a priority for companies in 2020.
Such efforts will not only improve the entire purchasing journey, but in the longer term will also improve revenue, streamline communication between the company and the customer, and improve its external reputation.
2. Artificial intelligence
2. Artificial intelligence
With increasingly efficient technology, artificial intelligence has infinitely many applications. It is no surprise that in the era of 24/7 communication it is the first line of contact with the customer. Content will be created in combination with artificial intelligence to enrich it. AI can already detect emotions in individual words and expressions, as well as create information about photos and videos. It is also meant to help in user segmentation to create a better, more personalized marketing strategy. This helps tailor website content to what users or customers need to get from the company.
3. Customer Experience
3. Customer Experience
How will consumer data analysis change marketing strategies?
Companies that have begun integrating their consumers' data will focus on developing and improving customer experience. They have an entire database that is real, intelligent, and predictive. It is the foundation for all marketing and sales plans. Companies will change the way they operate so that the customer is the most important, the center of all activities and strategies.
4. Agile marketing
4. Agile marketing
This is a type of marketing based on continuous verification and improvement by collecting data and external opinions. Elements that did not deliver good results are changed on an ongoing basis as quickly as possible. The result is much more effective campaigns than those analyzed after they have ended.
It is already an existing approach to creating marketing concepts, but still one that needs its moment in the spotlight. This year is meant to be a time to develop this strategy, absorb it, and use it effectively. This is a logical transition, since agile marketing is based on audience feedback.
5. Digital transformation in marketing
5. Digital transformation in marketing
Marketing is one of the first departments to actively use all the possibilities of digital, but let's not forget that we must always deepen this and look for new, better ways and channels to use it.
Summary
The article indicates that in 2020, data integration, artificial intelligence, customer experience development, agile marketing, and digital transformation will be key for companies. By gathering information from various departments, it will be possible to better track the customer journey and improve revenue. AI will support personalization and user segmentation by detecting emotions in content. Agile marketing, in turn, will allow campaigns to be modified quickly based on current audience feedback. Importantly, McKinsey experts emphasize that the use of data platforms and the improvement of consumer journeys will become a priority for many organizations in the coming year.
