Marketing trends shaping customer experience in 2020: what you need to know

Customers have developed voracious appetites for new content. To be visually appealing and to stand out, new content has to be updated in terms of its features, packaging, presence on convenient distribution channels, and digital media friendliness. If these conditions are not favorable, the content occupies the bottom of the feed or even occupies less shelf space, and accordingly, a lower positioning in the customers’ perception. Fierce competition that leaves consumers with a plethora of choices creates a challenge for marketers who have found themselves in an endless race of creating a unique experience for customers to avoid jeopardizing their loyalty or lower their retention rate. Retaining existing customers or attracting new ones requires adopting different techniques that had not been prevalent before. These techniques in dealing with the new generational cohorts have become indispensable to sustain a company’s level of competition or market share.

Trends in Dealing with Customers

Regardless of the industry in which a certain business is established, there are some new patterns of behavior that dictate the mode of operation. These patterns are focal for sustaining or developing an edge with respect to rivals.

Regardless of the industry in which a certain business is established, there are some new patterns of behavior that dictate the mode of operation. These patterns are focal for sustaining or developing an edge with respect to rivals.

Hence, businesses operating in this decade have to be concerned about the following:

1. Creating connections between customers:

While the economy of the last millennium was based on building assets by industrialism, the current economy rewards value created by building relationships and creating connections. The most valuable companies will connect buyer to seller, or consumer to content. For instance, Uber is the largest “taxi” company–yet they own no vehicles but still excel at connecting riders with drivers; and Facebook is the largest media company–yet they create no content, among many other examples of leading companies.

2. Customer experience:

The unprecedented bargaining power, which customers have acquired, has driven companies to compete based on providing their customers with a unique experience. Chief Marketing Officers (CMOs) are urged to develop bleeding edge technologies to enhance customers’ experiences. Marketers and other key managers capitalize on Big Data and other analytical tools to make decisions and formulate strategies for that purpose.

Every smart phone adopted by one of the two billion smart phone holders is an opportunity for marketers to connect with a new client and create a unique experience, foster better customer loyalty and improved long-term engagement. Leveraging on the data required to fuel the outreach and building solid relationships founded on trust come as a replacement to mass targeting.

3. Developing human to human relationships

Companies are trying to appeal to the emotional side of customers in their marketing efforts. Striving for story-driven communication that is personal, conversational, empathetic, inspirational, and humorous arouses the interest of customers in a certain brand and creates more loyalty.

Digital Trends in Dealing with Customers

Being visible on the busy shelves and overcrowded newsfeed is a challenge that businesses confront in appealing to their customers. Customers have adopted some preferences in digesting information, which requires marketers to adopt technologies that serve that purpose. Sujan Patel, contributor to entrepreneur.com, says that the following trends can be leveraged on to enhance the appeal of the product and speak the language of consumers.

1. Virtual reality:

Virtual reality has come a long way since the concepts and products released in the 1990s and since the realities of today were believed to be mere science fiction. Technology like the Oculus Rift, which was bought out by Facebook to the tune of $2 billion, had a big impact on the way companies engage individual consumers.

Companies are now exploring improved control methods, this is why Facebook introduced hand tracking interactions are more seamless than using one’s own hands. Facebook will even be investigating brain interfaces in 2020! Virtual tours, one-on-one engagement, interactive and immersive commercials, enjoying a courtside seat at a game, or consulting with a doctor face-to-face are just a few ways marketing will likely shift in the near future through the use of virtual reality.

2. A new age of search

For years, consumers have been accustomed to the search engines of Google, Yahoo!, And Bing, which dominate the search market respectively. Facebook is currently adopting continued advancements to become a major player in this market. By expanding its search functionality, Facebook is able to tie in other components, which include call-to action buttons and payment messaging. This is accompanied by the ability to join groups and social discussions all in one platform that allows brands to create real digital experiences. Automation in 2020 will be more than a matter of convenience it will be an edge. Google is expected to earn $55.51B in ad revenues this year. This highly effective tools helps with everyday campaign optimizations, reporting, and tracking. Another search trend according to ComScore, is voice search. 50% of all searches will be voice searches by 2020.

This changes the way that people search and what type of terms or phrases they use to find information. Finally, one should not forget visual search such as Google Lens released in 2017 by Google or the Microsoft visual search tool. This allows users to search the web using their camera. In fact, 62% of Millennials express the desire to search visually, more so than any other new technology.

3. Stepping away from evergreen to creating more spontaneity

Brands used to develop evergreen content, or content that can remain viral for an extended period of time. Starting 2016, we have been witnessing a growing trend in sharing content in real time, especially with the growth of Snapchat, Periscope, the moments of Instagram, and the live option of Facebook, among other tools. Hence, the trend calls for simple, brief, and timely content.

4. Location-based marketing growth

Despite having been experimenting with location-based push marketing for a few years, retailers and brands did not get the sought support from major phone manufacturers. To create an interactive experience, brands and retailers target the user directly at or near the point of engagement. Using Bluetooth technology, you can send push notifications to nearby devices, attracting the attention of your target audience to retail locations, a tradeshow, or a nearby restaurant, among other locations. “Applications go beyond retail or location-based marketing. For instance, SK Telecom and Seoul National University Bundang Hospital are using Bluetooth Smart Beacons to provide round-the-clock patient information and navigation to 6,000 daily patients,” Patel says.

In addition, using this method of mobile targeting, brands can target relevant audiences with ads based on demographics and other data points. These are consumers who are most likely to fit their ideal customer profile. The most popular location marketing is mobile geolocation marketing including Mobile Audience Targeting and Real-Time Location Targeting such as geofencing and beaconing. In a report by Factual, almost 9 in 10 marketers said location-based advertising and marketing resulted in higher sales, followed by growth in their customer base (86%) and higher customer engagement (84%).

5. New forms of payment

NFC compatibility (Near Field Communication), Apple Pay, Google Wallet, and Tap-and-go are some of the payment modes which started gaining momentum and will shape the payment modes of the upcoming decades. Bank cards now feature NFC technology to make payment become contactless. the process of authorizing transactions with a signature has become virtually obsolete. Banks also removed the signature requirement from credit card transactions, making advancements in payment security technology, such as EMV, tokenization, and artificial intelligence (AI) for payment data monitoring.

Another form of payment is related to Biometric authentication where consumers use their fingerprints to unlock their smartphones, authorizing mobile banking transactions and making mobile payments. Payment processes are some seamless thanks to the Internet of Things (IoT) technology.  Shoppers can now select their purchases, walk out of the store and receive a receipt on an app or via email or text. In addition to this, it is important to note that payment security is still a top priority.

81 thoughts

  1. Marketing Trends shaping customer experience:
    We all know that business remains on changing all time and a good management should must let its work to be in top and always to go forward and never to be back. So this text that i read help us to stay connected with market trends and how to work with it. If we notice that now we are in social media world so now any app have ads in it(zynga poker for example) so their updated and could make more money with an ad of 15 sec instead of 30 also in google if u notice in the search or in home page you see google put to u things similar to the ones you search for them.

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  2. Through time , content should be updating in order to stand out and to make a change. Knowing that many things should be taken into consideration when talking about content , since content is not only the things we give it is deeper , when you say content you should go to the base just like figuring the suitable features , packaging and the way you deal with the content at the market .
    In my point , the marketing share nowadays is becoming more challenging due to many appearing factors.
    Customer is number one concern , were we think of two main points
    – the good connection
    -the customer experience
    As we all know , sometimes many choose the traditional connection (people) just like a seller
    Others move towards media just like any media platforms (facebook)
    When talking about experience , many strategies can be used to achieve this goal .
    On the other hand , moving to emotional side were acting based to one – one relation , to me it is a weak point while other find it a way of personal communication which deals with interests.

    Besides , the article shows the other way of dealing which is based on-digital trends , just appeal to be creative and more affective in many ways (like location , payment ) .

    Never to forget that 2020 marketing trends is not like any other way of dealing since many obsticles appears through this year which make it really challengeable.
    So it’s important to keep an eye on where you’re heading lately .

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    1. Thank you doctor for this amazing article, it’s so important to know these things and to know more about marketing trends. And in my opinion customers is the most important side that marketer people must focus on and to build with them a real connection to help them be more loyal to their brand

      Like

  3. This is a very informative and helpful article, I highly recommend everyone to read this. It really grabs one’s attention to see how things work from a different point of view – as a marketer. It also emphasizes on important aspects that everyone should learn about when dealing with customers which are being loyal and trustful. In this way, one would be able to build a strong bond with his or her customers. Thank you so much Dr. Youness for sharing such an amazing article that could be used as a guide. You really have a nice style in writing!

    Like

  4. This article is very important to understand the meaning of marketing. It contains all the details and steps to take when dealing with a customer .Any product, good, or service that is developed must have a target market in mind in order to be effectively marketed and sold.
    Some may find the term or label “consumer” somewhat offensive as it is considered to be more descriptive of plain consumption rather than recognizing the person behind the purchase.
    The function that links the consumers, customers, and public to the marketer through information. This information is used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.
    Thank you DR, Hassan Youness for this article it was very helpful for us all and everyone should read it and understand it very well. And it can be used when writing about the subject, all informations are very clear and understandable

    Like

  5. This article is important to get it the meaning of marketing. Some may discover the term or name «consumer» to some degree hostile because it is considered to be more expressive of plain utilization instead of recognizing the individual behind the purchase. This data is utilized to recognize and characterize showcasing openings and issues; produce, refine, and assess promoting activities; screen showcasing execution; and make strides understanding of showcasing as a process.
    Through time , substance ought to be overhauling in arrange to stand out and to form a alter. Knowing that numerous things ought to be taken into thought when talking about content , since substance isn’t as it were the things we deliver it is more profound , after you say substance you ought to go to the base similar to figuring the reasonable highlights , bundling and the way you bargain with the substance at the showcase .

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  6. It is very useful and very interesting ,And im soo glad that i red this information. It help us to get the meaning of the marketing, it show us every single detail about how and what to do while dealing with the other costumers.

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  7. very interesting, it’s good to know about marketing trends and how it let the customer always happy and satisfied and it also let let us know how the consumer or the customer thinks in now a days. 

    Like

  8. Typically a really enlightening and supportive article. It contains all the steps to require when managing with a client. It truly snatches one’s consideration to see how things work when it comes to dealing with costumers. It too emphasizes on critical viewpoints that everybody ought to learn when managing with clients which are being loyal and trustful. In this way, one would be able to construct a solid bond with clients. I exceedingly suggest everybody to perused this.

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  9. In our day, the world of marketing has become dangerous in a positive sense, it can invent for you a need that you did not know about only for your desire and urging you to try it and trade it and the thing that made it easy for this is the websites to communicate, i.e. the hypothetical world. The product and its recognition through applications. This opportunity allowed the world of marketing to develop their talents and the abundance of their achievements by dealing with different branches such as television, global applications and social media. The strength of demand and purchase and most importantly the power of desire increased with the development of technology in the customer. Therefore, he must keep pace with the development because he Thus, he will have obtained a complete knowledge of what the buyer wants, through knowledge of his predatory and social situation

    Like

  10. In our day, the world of marketing has become dangerous in a positive sense, it can invent for you a need that you did not know about only for your desire and urging you to try it and trade it and the thing that made it easy for this is the websites to communicate, i.e. the hypothetical world. The product and its recognition through applications. This opportunity allowed the world of marketing to develop their talents and the abundance of their achievements by dealing with different branches such as television, global applications and social media. The strength of demand and purchase and most importantly the power of desire increased with the development of technology in the customer. Therefore, he must keep pace with the development because he Thus, he will have obtained a complete knowledge of what the buyer wants, through knowledge of his economic and social situation

    Like

  11. Thank you Doctor about this article. It’s very interesting, and very useful. It’s help us to know about marketingtrends. Also the relation between consumers and costumers. Which are buildon loyal and trustful. All the information in this artical is used to define marketing opportunities, marketingactions, performance and to understand the marketing process.

    Like

  12. Interesting topic discussed in this blog which tackles contemporary marketing techniques and how marketing is innovating. This blog mostly talks about how it is important to build a consumer-supplier relationship. It also tackles how technology has effected marketing and payment methods.

    Like

  13. This article discusses a very important aspect of businesses which is dealing with the customers. It sheds light on the extreme importance of the customer-supplier relationship and explains some of the recent practices such as adopting new forms of payments, location-based marketing growth, creating more spontaneity, as well as creating connections between customers.

    Like

  14. It’s a very important article because it shows us the true meaning of marketing, and it shows us how the marketers are doing their best to build a relationship with their consumers, in addition technology is now really important which make the job of marketers harder so they need to know how to grab new clients.

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  15. Amazing information about marketing . It makes us know the importance of marketing and the tools used. It shows how marketers do hard work to get customers attentions, and how technology is important now in marketing and it makes the marketing work more easy.

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  16. After reading this important and beneficial article i noticed that really there is no good marketing without building good relationship with the costumers (in my opinion this is the first and main step in order to reach our goal), we should always focus on what people need! Moreover nowadays we all know that social media is everything so we should know how to deliver our messages in the simplest ways in order to make things easier and reach more clients then gaining their trust.

    Like

  17. Brainstorming a steady stream of ideas for your blog can be a challenge—useful and clear information especially the way you connected the ideas
    Marketing technologists play a vital role in marketing. Here’s a look at why marketing technologists matter today and why they will be needed even more in the near future

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  18. Thank you doctor for this amazing article ,this article is very important to understand what is the marketing , Everything you need to know about the importance and significance of marketing. Marketing is recognised as the most important or significant activity in our society. It show how the marketing facilitate the communication with each other and now all people use social media to do marketing and its working it make a lot of money …

    This info help us to get exact what is the marketing , it show us how the marketers are doing their best to build a relationship with their consumers ..

    Everyone should read this article to understand and get benefit from this article because it helps us a lot always

    Like

  19. Interesting and important topic to discuss, the new trends in communication to grab the customers and the target audience. Brands should gain consumers trust and loyalty, by building good and strong relationships, by listening to them, developing citizenship and a personable approach through social media. Communication and exchanging information in a good connection is the real thing to gain the customers.

    Like

  20. In our days , we concluded that marketing is very important and have a real impact on consumers .This interesting article shows the important role of marketing in making good relationships with customers. In other way we can see how technology and social media is used that helps to construct a strong relation with the clients and to understand what they really want, also to gain new and more clients.

    Like

  21. thank you for this info i think new media will be day by day trands and it will effect the new busniss communacation where is no place for the normal custumer cause it needs a huge time to deal with all the platforms that we have today

    Like

  22. It is very useful and very interesting It help us to get the meaning of the marketing, it show us every single detail about how and what to do while dealing with the other costumers. Moreover its something new to know and not boring also we can say that its like a summary about marketing

    Like

  23. Thank you Dr. for providing very valuable information in the field of marketing, although the world of marketing is very broad, you have summarized it in an easy, practical and very clear way with all its important details.

    Like

  24. This is an important article , it shows a summary about marketing and the role of marketing in the relationship between the costumers and the market . Also the role of social media ti build that relationship.

    Like

  25. Interesting and important topic to discuss, the new trends in communication to grab the customers and the target audience. Marketing is recognized as the most important or significant activity in our society. we all know that social media is everything so we should know how to deliver our messages in the simplest ways in order to make things easier and reach more clients then gaining their trust.

    Like

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