Digital Marketing Technology in 2020

Whether you’re a self-professed marketing technology junkie or dipping your toes into the technology waters for the first time, it’s important to research and carefully consider the latest technology tools and trends that are fundamentally changing the way consumers and companies communicate, sell, buy, and engage. If you want to maximize your ROI and differentiate yourself from your competitors in 2020 and beyond, these are five of the technologies you should be employing.

Social messaging apps.

There are several apps your customers are using to message their personal contacts. Moving into 2020, more companies are using these same tools to communicate with customers (think Facebook Messenger, WeChat, LinkedIn Messaging). These tech tools are so successful because they allow for extremely personalized marketing. Here are some ways to use messaging apps:

  • Generating lead pipelines
  • Contacting and nurturing leads
  • Educating customers about your company, services and/or products
  • Inviting customers to online or in-person events
  • Boosting sales through promo codes, sales events, and demos
  • Providing customer support
  • Reengaging former customers

 

Chatbots.

Chatbots, at the most simplistic level, are front-end interfaces for companies to communicate with their customers. They are a mechanism to provide automated, onscreen assistance, hold conversations with prospective customers or offer helpful advice to drive engagement, generate leads, and build brand loyalty. Examples of general potential uses for chatbots include:

  • Scripts that converse with customers, encouraging them to leave their contact details and even schedule demos or meetings to learn more about your products or services.
  • Integration into video ads to drive more leads to websites.
  • Automated ordering systems.
  • The ability to automate responses to customers’ most frequently asked questions, freeing up your sales team for other tasks.
  • Printing marketing materials at events, like a QR code. When someone scans it, it triggers a sequence in Messenger.

 

Augmented/Virtual Reality.

While AR and VR have been outliers on the marketing scene, these technologies are starting to move to the forefront. Augmented reality is a technology that superimposes computer-generated images on a user’s view of the real world, often through mobile applications. Virtual reality is a computer-generated artificial environment that feels real to users and can be interacted with in a way that feels real.

Some examples of this type of application include:

  • Mobile applications that allow customers to virtually stage 3-D renderings of products in their homes before making a purchasing decision.
  • Manuals, scope of work, and other traditional documents that customers scan with a mobile application to view a virtual 3-D rendering of a product.
  • Mobile apps that guide customers through the installation or repair of your product.
  • Superimposing information or images over your display or poster at an industry event, trade show, or conference.

 

Voice-Powered Search.

More people are using smartphones with voice assistants to save time and be hands-free. More than half of consumers are already using voice search to ask questions about companies. If you don’t know what answers the intelligent assistants are giving about your brand, take some time before the new year to solidify your voice-powered search strategy.

Here are some best practices for your strategy:

  • Like traditional search engine optimization algorithms, voice-powered services are rely on structured data to provide results like hours and addresses. Ensure that your site is structured in away that these services can comprehend.
  • Have you ever looked up a business online only to find multiple listings for address and hours? Voice search results only give your customers one answer, so make sure it’s the right one. There are multiple solutions available for cleaning data and eliminating duplicate answers.
  • Think like your consumers. Carefully consider questions that you know your customers are likely to ask (or have asked via other mediums in the past) and provide detailed answers. Also remember to be conversational, avoiding jargon that could be too complicated for users who want to hear short answers.

 

Single Marketing Software Tool.

As technology has exploded over the past couple decades, one sticking point for marketers has been the proliferation of technology tools. Often there is one tool for email marketing, one for social, one for lead generation, one for website management, and so on. The result is a tangled marketing web that leads to repetitive tasks, gaps in knowledge, and difficulty tracking success across platforms. Luckily, some software marketing companies have recognized the need for an all-in-one tool that will fundamentally change the average marketers’ workload and ultimately lead to better client relationships and increased sales. If you are currently struggling with the juggling that comes with different software tools, consider researching what solutions may be available at your price point.

Marketing technology trends can be overwhelming even for the largest companies and most robust marketing teams. Luckily, you don’t have to go it alone. If you want to implement some of the latest marketing technologies into your strategy but aren’t sure where to start, reach out to the experts at Alto Rose before 2020 gets underway.