Trend 3: Location-Based Personalisation

Location-based personalisation also isn’t a new idea, yet marketers shouldn’t be surprised this is on a list of martech trends for 2020. Customers have now come to expect it.

What does effective location-based personalisation look like? Let’s say you’re walking past your favourite shop. You receive a notification that there’s a sale on, so you stop in.

To make sure that location-based personalisation works the way it’s supposed to, there are two best practices you should be following: having very clear goals, and understanding where your customer is in his or her journey.

You have to ask yourself what you want out of location-based personalisation. Are you looking to move into a new market? Do you want to retain customers? Is your aim to enhance your CX? Understanding where your customer is in his or her journey is also crucial, because if he or she isn’t ready to buy, or is past the information-gathering stage, you could send the wrong message and miss out on a sale.

Trend 4: Improve Your CX

Over the past few years, CX has become a differentiator. As such, it should shock no one that it remains one of the top martech trends for 2020, and will most likely occupy a spot on future years’ lists.

So, why is CX such a big deal? Today’s customers aren’t willing to put up with poor CX. They’d rather do business with your competitor.

If you think your CX needs improvement, don’t despair. There are tools you can put into place to ensure your customers have a positive CX.

Microsoft Cognitive Services utilises AI to personalise content and experiences at scale. Sitecore’s customer experience platform ensures a consistent, seamless customer experience regardless of the channel.

Trend 5: Insight-Driven Marketing

While marketers have been using analytics to gain insight into their target audience for ages, insight-driven marketing will take on a fresh angle in 2020 thanks to advances in technology.

Thanks to some previously-mentioned advances, such as AI, marketers will be able to get a better sense of what customers want, what they’ll do next, and how to reach them.

Predictive Analytics

Predictive analytics, powered by AI, give marketers a sense of what customers will do next. AI reviews all of the actions a customer has previously taken, then makes a guess as to what the customer’s next step will be.

There are other use cases for predictive analytics, too; you can put them into play to figure out how to expand your audience, for example. AI reviews your customers’ characteristics, then assembles a profile of those traits so that you can find similar leads.

Data Storytelling

Insight-driven marketing is also about sharing what you’ve learned with customers and leads in a way that’s compelling and accurate. When you give customers information that helps them make better decisions, they’ll appreciate you more.

That’s where data storytelling comes in. It’s a practice that makes sense of your data and lets you explain why those numbers matter. Moreover, it’s the final step in analysis.

Enlighten Designs: Guiding You towards the Right Martech Tools in 2020 and Beyond

Since 1998, Enlighten Designs has been helping our clients deliver amazing digital experiences. Today, delivering amazing digital experiences means using the right martech tools. As a proud partner of Microsoft and Sitecore, we understand what martech tools to use to achieve the best results. To learn more, contact us.