Right now, more than 46% of Americans checked their phone before getting out of bed. It’s clear we’re addicted to our phones. What’s even nuttier is that when those people search for something online with that same smartphone, 96% of their collective search time is on Google.
If you’d asked Steve Jobs if his iPhone invention would be so addictive, he’d have said, “Well, I hope.” But if you’d asked if he thought Google would be the primary search software people used even on his devices, he’d probably have said no.
We can’t entirely predict where technology will take us. But we can see current trends and make some educated guesses. Marketing tech is moving at an incredible pace and it’s hard to keep up. Fortunately, I’ve gathered some of the marketing trends you need to look at before you venture out into 2020.
1. Programmatic Advertising
Are you looking for a new advertising concept? Try programmatic advertising.
What is programmatic advertising? It uses artificial intelligence and real-time bidding to allow for an automated system of buying and selling ad inventory.
It’s a way of using data to connect advertisers with the best publishers who then connect with consumers. It uses ad networks, DMP, DSP, ad exchanges, and SSP.
Programmatic advertising cuts down on fraudulent traffic. It provides the tools to identify such and keep your numbers clean.
2. Conversational Marketing
AI is the basis for conversational marketing. It takes advantage of the rapid adoption of smart devices in the home and couples the data from these devices with messaging apps and bots.
While not everyone will adopt conversational marketing right away, it will be the norm in two to five years from now. AI will be entirely indistinguishable from human contact and in some senses it already is. Most of the business chat services you interact with use a bot for at least some of the conversation.
It might just be hype, but being able to just say, “Hey, Siri, I want to buy something like this”, and have her respond, “Oh, you mean this! Do you want to buy it?” would be a wonderful marketing future.
3. Lifecycle Marketing
Consumers often follow a non-linear journey. This is why the funnel is flawed (yet still useful!).
Lifecycle marketing focuses more on brand awareness and less on leads and prospects. Which kind of makes sense. People won’t ever become leads and prospects unless they’re aware of you in some fashion.
But examining the customer lifecycle means looking at existing customers too. What’s their awareness of your brand. Sure, they might have bought something from you, but how often are they thinking about you?
It’s kind of like having a crush in high school. You want to know how much they like you without bugging them so much they avoid you at all costs. Thus, you study their habits and observe from a distance without being too creepy. You hope they notice you back and you eventually formulate a plan to help them along that journey.