1. Conversational Marketing
I think 2020 is the year conversational marketing will become the industry standard across the digital marketing spectrum. Conversational marketing is the practice of engaging with customers in real time, rather than requiring them to wait for a response. This is most commonly seen in phone and live chat support.
2. Voice Search Optimization
Voice search is on the rise and users are using voice search assistants like Google Assistant, Siri, Alexa and Bixby to answer their questions. No matter which industry you are in, optimizing your website for voice search in 2020 will be critical.
3. Over-The-Top Advertising
I believe 2020 will be the year that over-the-top (OTT) advertising starts to dramatically accelerate, as more brands realize that the hypertargeting and ability to integrate connected TV into their overall digital strategy can supplant more of the traditional ad buys. Adding on the fact that OTT campaign attribution versus traditional TV will provide a much clearer ROI, will mark 2020 as the beginning of a dramatic shift.
4. Intent Data
Intent data will rise in importance, offering marketers the ability to reach the right prospect with the right message at exactly the right time in the buying journey. We see great potential in combining intent data with high-quality, targeted business contact data to empower marketers to truly take their data-based marketing campaigns to the next level and drive stronger impact and ROI.
5. Increased Accessibility Across Channels
Across multiple channels, brands must optimize their touch points to be accessible for all. This can be subtle but essential — one cannot assume everyone accesses their content in the same way. This is now table stakes versus an upgraded best practice for any modern marketer.