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Data-Driven Marketing Trends for 2020

With online marketing becoming more prevalent than ever before, it’s essential to stay on top of the ever-changing digital marketing advances. In this blog post, we reveal seven new trends that show what the future of data-driven marketing holds in store for us in 2020.

Data helps a customer make a better, more personalised decision in many regards. Due to recent advances in technology and data-driven marketing strategies, viewers have shorter attention spans and patience for only that which is highly relevant and engaging to them and only them.

One of the main questions about data and data-driven marketing is how companies we use it safely and responsibly for the benefit of the people and not use it as a threat such as personal data being breached or exploited by corporations with a mass amount of data on their customers.

Data-driven marketing strategists present the following top data-driven marketing trends. The list of seven advances in data-driven marketing will help to answer questions that have recently gained widespread concern from users and businesses alike.

Read on to learn more about the future of data-driven marketing.

1. Ethical data collection

In 2019, we witnessed privacy lawsuits and wrongdoing from data juggernauts Google and Facebook. Google, who would have to face charges for violating Safari users’ privacy during 2011 and 2012 will potentially pay £3.3 billion as a slap on the wrist. Also, Facebook is undergoing a 35 billion dollar lawsuit for the use of facial recognition data which was recently advanced by a US court.

In 2020, companies will not only strive to comply with these and other laws, but they will seek to distance themselves from Google and Facebook. Ensuring that all data collection tools are GDPR-compliant is an absolute must.


2. Personalised marketing automation

With fully compliant data, that’s collected ethically and independently, you can (and should) set up highly personalised marketing automation campaigns.

As we learned from these data-driven marketing examples, true personalisation isn’t just dynamically inserting a customers’ name or other basic information. It’s about serving them the right message at the right time.

We put together a guide to audience analytics and custom filters that includes ways that e-commerce, SaaS, digital publishers and other types of businesses can utilise website analytics data to create personalised marketing automation.

It’s essential to set up custom filters and trigger automation when customers and leads meet the specific criteria, such as having viewed your pricing page.


3. Seamless multichannel experiences

A seamless multichannel experience will enhance your presence and allow you and your business to get found by your target customers. While you may not be able to coordinate every single channel into personalised customer experiences, you should be able to combine the following channels quite easily for a unified brand experience:

  • Website
  • Webchat
  • Email
  • Paid advertising
  • SEO 
  • Direct sales

For B2B companies, a multichannel experience might look more like this: 

  • The user reads the blog
  • The user downloads whitepaper
  • The user receives whitepaper via email
  • The user gets a phone call from sales the next day but doesn’t answer, 
  • The user receives an email for a relevant content upgrade, 
  • The user clicks through to the website, 
  • The user engages with a sales representative with a live webchat.

We have found that the simplest and easiest way to set up multichannel experiences that fit the customer’s journey is to use a website analytics tool. Preferably, one which includes marketing automation so that your data-driven marketing campaigns can all be created in one place. This will allow you to save time and get more done at once in regards to the efficiency of your marketing efforts.


4. Artificial intelligence for lead follow up

AI can give you an incredible competitive edge when used to improve response times to customers and to make complicated decisions in much less time. Many companies are rapidly seeking new uses for AI so they can be faster and smarter than their competitors

The property management and real estate industries especially are booming with AI innovations, because in these industries, quick response times are critical. Rental leads will only tour the first couple properties that get back to them, and real estate leads will often choose the first real estate agent who responds.


5. Predictive analytics for better customer experience

We’re all familiar with predictive analytics for Google searches. You know, you start typing a few letters, and suddenly Google is guessing what you’re trying to ask.

One of the smartest ways to implement it is in your help centre. Make it easy for customers to find what they’re looking for as quickly as possible by using predictive analytics to serve up help desk articles before they’ve even finished their search query.

Predictive analytics can also be used to identify warm prospects soon because they match the criteria of other customers who have converted in the past year.


6. Data-driven SEO

More than ever, selecting the right keyphrases matters in SEO. In 2020, marketers in Dubai and abroad will use data-driven marketing to help them outrank the competition. When using tools like Uber suggest, you can discover the following:

  • The average domain score of websites that are ranking in the top 10 for your desired keyphrase
  • The average number of backlinks of websites that are ranking in the top 10 for your desired keyphrase
  • The average word count and readability for sites ranking in the top 10
  • The average amount of monthly search volume for the keyphrase
  • Relevant terms to include

All of this data can help marketers make better decisions about choosing the key phrases and also know how much promotion needs to be done for certain posts. For high volume keyphrases that have lots of backlinks, it will likely be more necessary to do backlinking outreach.

Some key phrases might be won with great content alone, while others won’t be worth targeting based on your website’s domain score stacked up against the competition that’s already ranking.

Expect to see more advanced tools entering the SEO market, and more trends around data-driven decision-making and strategy for SEO.


7. Prioritising the use of qualitative data

To increase revenue, you need to increase your understanding of what your customers want. In the quest for the golden data, business owners, managers and marketers tend to focus on quantitative data like; behaviour analytics, audience demographics and usage metrics.

However, qualitative data is making a comeback. For too long, customer surveys and customer interviews have been forgotten because marketers deemed them too weak of a sales tool and also time-consuming and too challenging to organise.

In 2020, customer understanding and customer empathy will become the norm. For example, if you’re struggling with your messaging, you might ask a subset of your best customers to describe your product, service, or company in their own words.

Going through these responses will require some manual effort. You can quantify survey responses and interview transcripts by tracking the frequency of certain words, phrases, and concepts. You might find that 60% of customers explain your product using the same word, or that 70% of customers have the same pain point, even if they describe it in unique ways.


Final Thoughts

Now you start to see how qualitative data (especially when paired with the data-driven marketing trends above) can give your company a significant competitive edge because you’ll have a strong foundation of customer research to build your marketing campaigns.

As we begin a new decade in the year 2020, the latest data-driven marketing trends are all about a significant advancement in AI, data, and digital marketing as complete industries in and of themselves. Changes and advancement in technology and data will shape how we use it responsibly and most effectively.

Bizramp, a data-driven marketing agency in Dubai, can professionally guide and help you on making data-driven decision for your business. 


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