2. Personalization to Capture Attention
Today’s consumer is bombarded at every turn with advertising seeking to grab their attention. Some estimates say we are exposed to more than 5,000 ads a day. Therefore, people have grown adept at tuning these out. Traditional advertising is losing its effectiveness, and that will continue in 2020.
The answer lies in forging a connection between a brand and customer through personalized marketing messages. Research found that 80% of consumers are more likely to purchase from a brand that gives them a personalized experience. You only have to look as far as Amazon to see the success of this marketing approach.
Technological advances (like AI) and increased data collection (including social media insights) make it more possible than ever to personalize everything from content to design to product recommendations.
The customer journey offers several potential touchpoints for personalization. Knowing where and how starts with data. Use that data to create buyer personas and segment better content, targeted ads, and recommendations. Map out your content to specific interests and needs of each persona. Marketing automation can help you speak to and analyze each segment. Go beyond just personalizing content by tailoring the entire customer experience.
3. SEO Is Still Essential (But Different)
Search engine optimization will continue to be an important aspect of marketing in 2020 because 75% of internet searchers never scroll past the first page. But the way people are using search engines is changing, with the growth of mobile and voice search. Add to that the evolution of Google’s algorithm and featured snippets, and there is a key difference in SEO moving forward.
It used to be that the goal of SEO was to capture the number one spot in SERPs (search engine results pages). But now the top spot is called position zero. Position zero is a featured snippet of text above the search results, and is the first, and sometimes only, result some users will look at. It is often the result provided for voice searches as well. Optimizing for this highly sought-after SERP placement should be a top priority in 2020.
Achieving position zero requires different SEO techniques than for a normal SERP listing. Earning a featured snippet spot requires producing quality content in a Google-friendly format. These 10 SEO strategies can get you started. However, SEO itself can have a steep learning curve, and you may find that enlisting the help of an SEO expert like Big Leap is well worth the investment to get good results.