10 trends that will help win customers in 2020
Customer experience has long been not just a buzzword, but an important trend that will reach a new level in 2020. These are the client’s impressions of interaction with the company. If you focus not on how to convince the customer that your product is the best, but on creating a better interac experiencetion and service level, you can achieve much greater results.
According to research by the consulting company PricewaterhouseCoopers, 73% of buyers believe that the quality of customer service is an important factor when making their purchase decision.
10 trends that will help win customers in 2020.
A positive customer experience leads customers to contact your company again and again.This is partly because the customer interacts more and more online, and based on impressions makes conclusions whether he should contact this company again or not.
What to do: check how convenient and logical it is for the user to interact with you. Develop effective payment systems, simplify the mobile version, and improve the site design.
A personal message to each client is not just an automatic name replacement in an email newsletter. Artificial intelligence, analysis of information in social networks and the scale of personal data collection allows you to personalize everything from content to product recommendations.
Clients are bombarded with information from different channels, and there is a glut of content. To be visible in the flow of advertising messages, you need to find new ways to convey information. The key in this situation may be to reach a new level of personalized treatment.
According to an Epsilon survey, 80% of consumers said they are more likely to do business with a brand that provides a personalized experience.
What to do: don’t limit yourself to simple segmentation. Collect information, learn more about the customer, and give them the product and content that suits them.
3. Automation and artificial intelligence
Artificial intelligence technologies have moved far ahead, and now it is much easier to learn about the audience. In the past few years, more and more companies have started using automation to improve their marketing strategies. Artificial intelligence is one of the main technologies for creating smart assistants on websites, such as chatbots
However, it should be remembered that the human factor is still important, so automation is a help, but not a substitute for real people.
What to do: use smart assistants. Analyze data to make it easier to work with clients.
Another trend is to increase work with regular customers. Research by Invesp shows that it is five times more expensive to attract a new customer than to retain the interest of regular customers.
Regular customers improve the brand’s reputation and increase its awareness: they recommend you to their social circle — friends, relatives, colleagues. In fact, they make free advertising for the brand. And here again we come to the customer experience and its importance, especially for regular customers.
What to do: don’t chase new customers, but focus on getting regular customers back to you, because you have the best customer service. Build personalized communication with regular customers.
5. Video live
Video has become one of the main types of content. Suffice it to say that Youtube is now the second largest search engine in the world. According to Cisco statistics, in 2020, 75% of mobile traffic will belong to video.
The most current form of video content in 2020 is live broadcasts. Users want live contact, and live broadcasts just give the effect of presence: you can ask a question and immediately get an answer to it. For companies, this is easier, because you don’t need to spend a lot of time and money on video editing.
What to do: include webinars, interviews, and social media broadcasts in your strategy
This is a type of content with a deep degree of engagement: 80% of users listen to the content to the end, 69% confirm that they learn about new products through advertising in podcasts (according to research by the analytical Agency Nielsen).
In 2020, the podcast industry will grow even faster thanks to rapid advertising activity and technological changes, and this is great news for both content creators and listeners.
Podcasts are popular because they are easy to manage: you can turn them down at any time, or pause and return to listening later. You can listen to them on your way to work, at the gym, or while you’re cooking dinner.
Using statistics and taking into account user behavior when listening, you can understand who your customers are. And this brings us back to the trend of personalized content: with podcasts, you can create just that.
What to do: use this tool while the podcast market in Russia is not yet full and users are not tired of the new information channel.
7. Voice search
It is predicted that in 2020, 50% of all requests will be voice-activated. Users search for the fastest information, such as when they are on the road. They want to get the information they need right on the search page. The search method is changing — and the mechanisms of search engines are also changing.
Now it is not so important to be the first in the search results, but to get into the” zero ” line and in the selected fragments of Google or Yandex. Often the information in the” zero ” line is the only thing that fits on the first screen of the phone.
Users do not always go to the site, but despite this, they will see more information about the company, which will increase awareness.
What to do: optimize content for output in the” zero ” line and selected fragments of Google and Yandex.
8. Visual content despite the boom in voice search, visual content is still trending. And it is more popular than text material. This is not surprising: according to research, our brains perceive visual content 60,000 times faster than text.
According to Socialmediatoday, 62% of Millennials (and they are now the main paying audience) are more interested in visual content than in any other.
What to do: accompany texts with infographics, videos, and photos. This will help not only to interest the user, but also to convey messages more clearly and convincingly.
9. AR technologies
AR (augmented reality) is a technology that makes virtual objects visible in reality. AR technologies are developing, and in the future they will occupy no less space than video advertising. Photo filters, instagram masks, and the game Pokemon Go are the simplest examples of AR. More complex options: try on clothes or choose furniture directly in the AR app.
This technology captures retail: users are more likely to purchase a product if they have already “tried” it, although not in reality. About 50% of users will prefer to make a purchase in a store with AR options.
AR helps you stand out because relatively few other companies use THIS technology, as well as keep your attention and give your customer a new, improved product experience.
What to do: create an AR app for your products, use AR elements in social networks.
10. Training content
The strategy of training marketing will be another relevant direction this year. People want to be helped to solve a problem, not just persuaded to buy a product that they may not even realize they need. The probability of a purchase will increase if you tell us how to solve the customer’s “pain”.
Almost all content today is not just advertising “head-on” and demonstrating the advantages of a product or service, but training users or informing them. Good training marketing helps with problem solving and allows you to make choices faster.