Since its implementation, personalization has proven to be a strategy with tangible results. From a positive impact on the commitment and retention of a brand’s customers to profits and revenue. Studies show that more than 80% of consumers want personalized services and will continue to interact with a brand if they feel that it responds to their needs.
In addition to AI, behavioural data, smart segmentation, push notifications and interactive content to improve your strategy in 2020, let’s see what other customization trends are emerging for next year:
8) Augmented Reality (AR) & Immersive Technologies
Augmented reality is making space in the marketing and sales strategy of many brands. Also, Gartner has predicted that by 2022, 70% of companies will be experimenting with some immersive technology. The use of augmented reality has reached consumer brands such as Sephora or IKEA Place, which implement it in their shopping experience.
9) Better Analytics
The consumer’s journey is much more complex and dynamic than some years ago. The multichannel strategy seeks to interact with the consumer at any point. The average consumer engages a brand on up to six touchpoints before making a purchase. As a result, it is essential to have a platform capable of identifying all the data necessary for a correct evaluation of the strategy.
One of the trends in data analysis is predictive analytics is the practice of using data mining, predictive modelling and machine learning to identify patterns and attempt to predict the future. It is being used in advanced lead scoring, as well as for segmentation and individual personalization, which helps marketers reduce churn and improve customer loyalty.
10) Big Data and Deep Learning
In 2020, data will continue to lead the way of personalization. It is no longer about having access to the data, but being able to understand what it means. Forbes report that 78% of organizations either already have or are developing a customer data platform to help manage, analyze and leverage their data.
The correct analysis of the data allows companies to simplify tasks. However, security and privacy remain fundamental pivots in the use of data. As such, big data is a double-edged sword, but one that many digital marketers will find hard to resist very soon.
One of the new rules is that marketers and brands will have to “‘earn ‘the contact information of their targets” rather than engage in mass marketing. Some of the ways brands can earn consumers’ trust are by:
- Researching and understanding our audience (s)
- Developing a relevant message
- Finding the right channel to engage with that specific audience
- Developing an “intimate” relationship through thoughtful engagement
11) Automation (& AI)
By 2020, about 30% of businesses will implement artificial intelligence to automate processes and tasks. This will allow brands to focus on what is truly important to the company. The use of AI and automation includes from AI-generated content, chatbots and voice search to smart segmentation, measuring the performance of your marketing campaigns, generating leads and even improving your blogger outreach.
12) User-Generated Content (UGC)
The best way to be close to your younger consumers – millennial and generation Z – is through engaging and relevant content. The user-generated content (UGC) is a potent resource. Especially, if your brand expects to differentiate itself in a market saturated with content and information.
Studies have shown that users rely more on the reviews and recommendations of other users when making purchase decisions. 90% of shoppers reported that UGC influenced their decision to purchase more than any other form of advertising, with a whopping 97% of 18-29-year-olds saying that it had an “extreme influence.”
You can use these testimonials, photos and comments as part of your overall strategy. Including them on your emails, website or your social networks. The best ambassadors of your brand are your own consumers.