v2_Trend Alert@1x

Personalization is much more than "Dear Sam". In 2020, it's all about tailoring marketing messages to fit not only today's modern consumer, but personalizing marketing to fit inside the myriad of ways that today's consumer might like to communicate, search, and shop. Enter the micro-moment.

“

You're no longer marketing AT people. You're influencing them in an environment where they've already had a chance to form a view.

- Kristin Lemkau, CMO, JP Morgan Chase

”

Trend #1

Increase in lead

nurturing

Improvement in

campaign measurability

Increase in lead

generation

Marketing automation utilizes software to manage tasks in the place of human labor. It enables marketers to free up resources and prioritize

personalized

experiences,

enhancing productivity on multiple levels. This year,

65%

of marketers are planning to allocate more funds to marketing automation and

27%

of companies consider themselves new to automation.

14.5%

Increase in sales

12.2%

Decrease in costs

Marketing automation has driven a

14.5%

increase in sales productivity and a

12.2%

reduction in overhead costs.

Trend #2

Artificial intelligence

uses machine learning to anticipate a customer’s journey — reducing time and resources spent researching. This information is used for personalized messaging, positioning, and lead generation.

31%

of marketing and IT professionals plan to invest in AI technology in the following year.

80%

of leaders in the field already plan to use chatbot software in their customer experience plan for 2020.

Companies that utilized AI for sales

increased

their

leads

by more than

50%,

reduced call time by

60-70%,

and decreased costs by

40-60%.

63%

of people prefer to talk to a chatbot.

When exposed to AI, 49% of consumers are willing to shop more frequently and 34% will spend more money.

AI is set to boost profitability by 38% and generate $14 trillion in revenue by 2035.

Trend #3

According to Google,

20%

of all searches are voice

65%

of Amazon Echo and Google Home owners don’t want to return to keyboard input

30%

of all web browsing sessions will be done without a screen by 2020

Voice-based

search

queries,

in contrast to text searches, are more conversational. They include more words or may often take the form of a question. ‘Which communities are closest to trail running?’ or ‘Which apartment communities have the best walking score in Detroit?’

With Google, Amazon, Apple and Microsoft improving their efforts regarding

language

recognition,

it may not be worth a marketer’s time to revamp their target keywords and phrases.

Google has mentioned that it’s looking at including

voice

search

data

in Search Console, with the idea being that these searches will be separated from keyboard queries.

20%

Almost

20%

of all voice search queries are triggered by 25 keywords

20-30%

of all voice searches are local, so it’s never been a more important time to optimize your local SEO.

Trend #4

86%

of marketing executives aim to own their end-to-end customer experience by 2020.

87%

Virtual tours keep people on your website 5-10x longer. Listings with a virtual home tour get

87%

more views.

90%

of survey respondents agree that marketers will have great influence over business strategy by 2020.

Information has never been

more

accessible

than it is now, and therefore, customers are smarter than ever. It’s important for marketers to remain hyper-focused on the

customer

journey

and deliver compelling and pertinent content.

Google favors virtual images over still shots

2:1.

97%

of companies aim to put more funds into their personalization budget or maintain their spend.

Among 18-34 year olds, prospects are

130%

more likely to book a tour based on a virtual tour.

“Distinguishing digital from physical experiences is less relevant as we immerse customers into those that are more unified, multidimensional and multimodal. ” — Richard Fouts, UX Collective

Trend #5

It’s important to spread a brand message across

multiple

platforms.

Consumers interact with companies on different levels of the digital sphere. Websites, apps, social media, and email are all touch points for today’s users. When they see a consistent message across these channels, they’re more likely to

pay

attention

and retain information.

The average consumer has

4.3

connected devices.

98%

of Americans switch between devices throughout their day.

Brands that have a multi-channel marketing strategy have an

89%

retention rate on average.

73%

of users use multiple engagement channels with their interactions with a single preferred retailer.

89%

of media is viewed via mobile apps.

The average number of touchpoints today is

6,

compared to

2

touchpoints only 15 years ago.

Trend #6

92%

of all consumers in 2019 have used a coupon, with

45%

of those using coupons very often.

Email marketing campaigns achieve

14.31%

higher open rates and

100.95%

higher CTRs when they utilize personalized data.

The use of

customer

personas

made websites 1-5 times more effective in their goals and easier to use for targeted strategies.

Data segments provide marketers with the insight and context they need to provide personalized messaging to their demographic. It allows them to filter out unnecessary noise and narrow in on

actionable

insights.

1-5x

More Effective