TRENDS / DIGITAL MARKETING / WEBMARKETING
Digital marketing is constantly evolving. The changes are so rapid that they are sometimes even difficult to follow. Some trends outline the dominant strategies in digital marketing. Some have been established for several years while others are more recent. Which ones to bet on in 2020?
1. User generated content
When we talk about user-generated content or CGU (or UGC in English), we are generally referring to all content made available online, which has been produced in whole or in part by end users, and most often exchanged through social media. These contents most often have a creative reference to the brand or the product. Commonly used formats are photos, comments, blog posts, music videos, reviews, or ratings.
For many years, user-generated content took the form of comments only on publisher’s websites, but with the advent of social media, it has become more diverse and democratized. Therefore, user-generated content can help you achieve the following goals, among others: more interactions on social networks, better online reviews on portals and ultimately better sales of your product.
2. Omnichannel customer experience
With the multiplication of points of contact, the customer is likely to buy everywhere: stores, e-commerce sites, mobile applications, etc. The omnichannel customer therefore expects a user experience centered on him. Having an omnichannel vision means breaking free from all the channels to consider that they are one and complement each other.
An omniconsumer who wants everything at the same time: to get information on social networks, to try the product in store, to have it delivered to your home or to benefit from all the functionalities of the web, but in point of sale: reservation, payment, visualization of stocks, comparison of products … Today, adopting an omnichannel strategy is becoming a necessity in order to adapt to consumer behavior and offer them an optimized purchasing path, an approach based on continuous interaction, a permanent exchange, between the brand and each customer.
3. From local marketing to location-based marketing
In the mobile age, geolocation has become an essential lever in digital marketing. Local marketing includes all the marketing techniques put in place to a local population. It generally includes actions such as local advertising, direct marketing, but also mobile marketing … This marketing allows companies that apply it to reach consumers within the area in which they are established and influential.
Location-based marketing uses geolocation data generated by the use of a mobile or the Internet by a consumer, to offer him a commercial offer accessible in a place very close to him. This marketing technique allows you to get in touch anywhere and instantly with customers, to offer them commercial offers tailored to their needs or their immediate objectives.
4. First Party data collection
First party data is data collected by a company and which belongs to it. They must be highly relevant to the marketing philosophy of that company.
These data and their significant analyzes allow informed decisions to be made in order to optimize marketing strategies thanks to a better knowledge of users and the customer journey: more data, more reliability in analyzes, more efficiency in campaigns and more conversions.
Personalization is a process that aims to tailor the communication, offer or service as precisely as possible to each consumer. Each stage of the customer journey, from the first contact with the brand, to the purchase through the after-sales service, including the use of the product or service, is adapted to the needs of the customer, whether they are underlying or affirmed. The guiding principle is to give the customer what they need, at the right time.
The principle of personalization obviously applies to direct marketing. In 2020, the personalization of addressed content should experience a new boom thanks to the widespread use of innovative technologies.
6. Voice marketing
Siri, Alexa, or Cortana, these are names that may sound familiar to you. Indeed, these are the names that we have given to the artificial intelligences with whom we talk more or me