外刊精选 | 2020年及未来的市场营销趋势

本篇原名《What should Marketers expect in 2020?》，选自The Marketing Journal，后者是一个专注于市场营销相关内容传播的网站。文后附英文原文。

本文预测了2020年及以后的几个市场营销领域的潜在趋势，对于企业来说，无论是想要更好地应对相对冷淡的国内消费市场、积极开拓海外市场，还是想要在激烈的竞争保持不败地位，西方专家眼里的“营销趋势”都值得了解一下。

2019年即将结束，各企业的营销专家和业务主管已经在努力预测2020年的趋势。无论您是市场营销主管还是内容创作的从业者，积极适应当下和未来的营销趋势才能够使您的品牌在竞争中脱颖而出。

根据最新的数据显示：

在当下激烈的竞争中，即使有着强大的营销渠道和最新的营销手段，平均一个公司第二年也最多可以保留前一年89%的客户群。而80%的公司会在下一年将更多的资源投入到公司的CX（customer experience，客户体验）领域中去。Giselle Abramovich，CMO by Adobe

但是，我们如何为即将到来的变化做准备，并在不影响现有流量和收入的情况下仍保留现有用户群体？为了回答这个问题，我们需要深入思考2020年及之后几年的预期和市场趋势，以便在即将到来的变化中保持市场领先地位。

要引领营销趋势

通常，趋势被定义为由单个市场中的大多数利益相关者执行的操作。例如，如果大多数社交媒体经理在选择社交媒体宣传时，更倾向于使用Twitter，而不是Facebook或Instagram，那么Twitter便是一种“趋势”营销策略。

根据情况，成为市场多数的一部分可能是好事，也可能是坏事。但是，有开创性地试着引领未来的趋势，尤其是那些将在2020年及以后形成的趋势，将会在以下方面受益：

· 品牌知名度和商业声誉的增长

· 及时探索可行和不可行的营销策略

· 为其他品牌设定趋势和复制的机会

· 大量的内容性能数据可以用来做未来的分析

· 较少的市场竞争可以降低了收入损失的风险

社交媒体平台的持续优势

无论一个人在社交平台上活跃与否，他都有可能在多个社交平台上有账号。

根据《今日社交媒体》的统计，全球42％的人每天使用社交媒体平台，而73％的营销主管已经认为，这种交流渠道在内容和广告方面非常有效。Andrew Hutchinson， Social Media Today

在全球范围内，社交媒体平台的使用和市场渗透率显示出明显的增长。无论一个企业是线下经营还是线上经营，社交媒体平台的主导地位无疑将在2020年持续下去。

个性化而非泛化

随着竞争越来越激烈，注重个性化和客户体验（CX）已成为行业规范。

根据E Consultancy的调查，53％的用户完全愿意分享个人信息以换取个性化的购物体验，而36％的客户积极表达了购买个性化产品和/或服务的愿望。Nikki Gilliland， Econsultancy

提供诸如“化妆品A”或“配件B”之类的通用产品不会帮助一个企业在竞争中脱颖而出。企业们应该在2020年之前开始思考实现个性化品牌购物体验的方式，以及相关的内容营销和客户服务方法。

并非每个企业都能负担得起并保留专门的客户支持部门——这就是导致聊天机器人算法最初兴起的原因。但是，现在聊天机器人已经发展成为功能强大且可靠的客户服务代理，不仅可以解决客户的订单问题，而且还可以为对产品不够了解的用户介绍、推销合适的产品。

对聊天机器人的依赖变重

根据Chatbots Life的数据，到2020年，将有85％的客户互动是在没有人工干预的情况下进行的，到2021年，有50％的被调查企业准备投入更多的资金到聊天机器人的相关研发当中。Aslam Abbas，Medium

现在聊天机器人的算法可以Pick Writers上找到的西班牙语，意大利语或德语的翻译服务搭配使用，并可以与Evernote和Hemingway等写作平台搭配使用，以确保其他语言的客户同样可以访问您的内容。将聊天机器人添加到您现有的营销策略中非常有优势，因此请确保在2020年即将到来之时探索它们能提供的可能性。

重新强调以SEO为中心的内容

搜索引擎优化（Search Engine Optimization，SEO）并不是全球市场上的新营销策略。但是，因为它可以帮客户过滤掉不相关的信息，它将会主导搜索引擎领域。

根据99 Firms的调查，拥有博客的公司所获得的反向链接比其同时代人多97％，而SEO本身可以使您的内容的转化率平均提高14.6％。99Firms, 99Firms

这使得包括Google关键字规划师和SEM Rush之类的平台对于潜在客户的发掘和企业创收至关重要。企业应该确保在主题，标题和关键字优化方面从专注于内容制作转变为专注于以SEO为中心，为2020年及以后的SEO的相关性增加做好准备。

移动设备优先的生产和优化

最后，这些年来，诸如智能手机和平板电脑之类的移动设备变得越来越便宜，并且更易于使用。就业务和销售的增长而言，它们已经成为和潜在客户的理想沟通渠道。企业应该对现有内容进行改造，以适应移动用户的CX需求，同时未来的内容生产中应该迎合客户的期望。

根据Tech Jury的说法，美国所有互联网流量的63％来自智能手机设备，全球数字媒体时间的65％花费在了移动设备上。Christo Petrov， Techjury

无论您是进行文本内容创作、多媒体营销、聊天机器人研发或个性化服务方面的优化，针对移动设备方面的优化都将在2020年以后另企业受益。

结论：未来在于营销

无论您是已将这些趋势纳入营销策略中，还是打算在不久的将来探索其可能性，我们今天在全球范围内都已经可以明显感受到它们的影响。寻找创新方法来塑造品牌形象，在2020年之前进一步将企业的业务与竞争对手区分开。如果做得正确，企业将在2020年有效引领新的营销趋势，实现业务的进一步增长。

以下为英文原文：

With 2019 well underway and coming to an inevitable close, marketing experts and business executives are already hard at work in terms of predicting what the year 2020 will have to offer. Whether you are a marketing executive or a practitioner of content creation, adhering to current and upcoming marketing trends can elevate your brand above the competition.

According to CMO, companies with a strong and up-to-date omnichannel marketing presence retain up to 89% of their customer base, while 80% of organizations already aim to pour additional resources into customer experience(CX) design of their content compared to previous years.

However, how can we prepare for upcoming changes and still retain the current user base without stirring the waters in terms of current traffic and income? To answer that, let’s dive into several predictions and marketing trends CMOs should expect in 2020 and beyond in order to stay ahead of the curve in terms of upcoming shifts in the marketplace.
Advantages of Pioneering Marketing Trends

It’s worth noting why marketing trends are worth exploring for CMOs of different calibers before going further into the topic. Typically, trends are defined as actions performed by a majority of stakeholders in a single market. For example, if a majority of social media managers prefer to use Twitter over Facebook or Instagram, using Twitter is a “trending” marketing strategy.

Being part of the market majority can be both good and/or bad depending on the situation. However, pioneering upcoming trends, especially those that will take full shape in 2020 and later, can be highly lucrative for several reasons, including the following:

Growth of positive brand recognition and business reputation

A timely exploration of viable and nonviablemarketing strategies

Opportunity to set trends for other brands to copy from

High quantity of content performance data for future analysis

Lower risk of revenue loss due to less market competition

Continued Dominance of Social Media Platforms

No matter how active or reclusive you may be as a person, chances are that you have social media profiles on several platforms. According to Social Media Today, 42% of the global population uses social media platforms on a daily basis, while 73% of marketing executives already believe that this communication channel is very effective in terms of content and advertisement.

This shows a clear growth in interest when it comes to social media platform use and market penetration on a global level. Whether you push physical products with shipping or subscription services with recurrent monetization, the rising dominance of social media platforms is undoubtedly something to keep in mind in 2020.
Personalization over Generalization

With the rising growth of competitive brands and businesses, personalization and CX have become an industry norm. According to E Consultancy, 53% of users are fully willing to share personal information in exchange for personalized shopping experiences, while 36% of customers actively express the desire to purchase personalized products and/or services.

Offering a generalized product such as “makeup A” or “accessory B” won’t help you rise above the competition and diversify in the global market. In order to do that, you should start looking for ways to personalize your brand’s shopping experience, content marketing, and customer service approach before 2020 rolls around.
Rising Reliance on Chatbots

Not every business can afford to hire and retain a dedicated customer support department – which is what led to the initial rise of chatbot algorithms. With time, however, chatbots have evolved into competent and reliable customer servicing agents capable of not only resolving support tickets but also push products and seal purchases for less tech-savvy users. According to Chatbots Life, 85% of customer interactions will be performed without a human agent by 2020, with 50% of surveyed enterprises ready to invest more resources into chatbots by 2021.

The benefits laid out by chatbots far outweigh any initial learning or resource investment into the technology. For example, the algorithm can be paired up with Spanish, Italian or German translation services you can find at Pick Writers, as well as writing platforms such as Evernote and Hemingway to ensure that as many people as possible have access to your content. This can make the addition of chatbots to your existing marketing strategy highly advantageous, so make sure to explore the possibilities they offer as 2020 looms on the horizon.
Renewed Emphasis on SEO-Centric Content

Search Engine Optimization (SEO) is not a new marketing strategy in the global market. However, it continues to dominate the search engine world through its continuous evolution in terms of filtering irrelevant from relevant content. According to 99 Firms, companies with blogs get 97% more backlinks than their contemporaries, while SEO itself can increase your content’s conversion rate by 14.6% on average.

This makes the inclusion of platforms such as Google Keyword Planner and SEM Rush essential to ongoing lead and revenue generation. Make sure to shift your content production to an SEO-centric philosophy in terms of topics, headlines, and keyword optimization to prepare for the increase in relevancy of SEO in 2020 and later on.
Mobile-First Production & Optimization

Lastly, mobile devices such as smartphones and tablets have become increasingly more affordable and easier to use over the years. This makes them the perfect communication channel for both existing and cold leads in terms of generation of sales and revenue for your business. Existing content should be retrofitted to appease the CX needs of mobile users while future production cycles should take their expectations into account.

According to Tech Jury, 63% of all US internet traffic comes from smartphone devices, with 65% of digital media time spent on mobiles on the global level. Whether you produce text-based content, multimedia or rely on chatbots and personalization, optimizing your materials for mobile will become increasingly more lucrative as 2020 comes closer.
Conclusion: The Future is in Marketing

Whether you already feature these trends in your marketing strategy as a marketing executive or intend to explore their capabilities in the close future, their impact can already be felt on the global scene. Find innovative ways to shape upcoming trends to your brand’s image and values to further separate your business from the competition before the yearly clock spins around. If done correctly, you will effectively pioneer new marketing trends in 2020 and define your career as a groundbreaking CMO on the corporate playground.

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