Digital marketers need to be on their toes this year as a range of new tech tools takes hold and consumer behaviour moves ever faster towards instant communication and results.
We have identified a number of marketing technology (Martech) megatrends, such as automation, artificial intelligence (AI), data visualisation and local messaging, that are set to shape and influence the digital marketing sector.
In addition, consumer behaviour is changing – they now demand instant communication and results from the brands they interact with online. This, together with a range of new tech tools, will fundamentally alter the digital marketing landscape in 2020.
We expect to see the consolidation of all marketing and operational touchpoints into a single dashboard that offer instant visual insights into a business. Data without the tools to visualise and analyse it, is not worth much to a business. All business channels, online and offline, need to be integrated into this single view.
Artificial Intelligence (AI)
AI is a key to gain quick and effective marketing insights. Once data is collected and formatted, AI tools are able to interrogate larger datasets than humans, and flag insights and problems.
In addition, AI will be able to identify trends that people will be able to interpret. For example, AI can take 50 marketing channels – from billboards, local messaging to Facebook and tell you which marketing channels worked best, allowing for more informed decision-making. AI is also able to analyse metrics and make suggestions and predictions based on data, rather than human assumptions.
Consumers expect more from reviews
This is indicated in the increase of consumers searching online for businesses near them. This is highlighted by an increase in proximity stats, which have shot up 500 percent in the last two years.
When those listings are displayed on search results, the one with the highest review score will get the click to call or navigate to the location. Consumers prefer to interact with a brand digitally instead of through call centres, and more than 80 percent trust online reviews as much as a personal recommendation. They expect quick responses to any review they give – positive or negative – and companies need to be prepared for this.
Local messaging trumps brand messaging
This is because…
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Read the full article by Ashleigh Wainstein, Director, Social Places, as well as a host of other topical management articles written by professionals, consultants and academics in the February/March 2020 edition of BusinessBrief.
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