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Inbound Marketing

2020 Preview from Top Marketing Experts

Fifteen years ago, marketers probably couldn’t even fathom using marketing automation to text their contacts or leveraging machine-learning to power chatbots. In 2020, it’s almost imperative to utilize these marketing tactics in your overall inbound strategy.

With that said, it’s no mistake to say marketing is continually changing, and to stay ahead of the curve, you have to look forward to what’s coming next. For some professionals, it can be challenging to anticipate what trends will have the most impact. To help you determine what you should focus on to remain competitive in the digital marketing landscape, we polled the brightest minds in marketing across different industries.

Discover what trends this team of experts predicts will be significant, what strategies were successful in 2019, and what they plan on implementing in 2020.

2019 Marketing Wins 

Chatbots and content marketing hit the scene well before last year, but 2019 saw more marketing departments adopting these strategies. A better understanding of audiences and website design was also a common theme. Here are some additional company wins our polled marketing experts reported last year:

  • Website updates that improved user experience (UX) and site conversions
  • Higher organic search and enhanced search engine optimization
  • More robust company branding
  • An increase in e-Commerce
  • Better qualified leads 
  • Greater success with chatbots
  • Email and SMS workflow marketing
  • Increased open-rates and click-through rates
  • More revenue from marketing sources, contacts from a webinar program

“This year our company added email and text workflow marketing with HubSpot and Lynton and saw an increase in communication and responses!” Ryan Johnson, VP for Enrollment Management, California Baptist University

2020 Marketing Trends

Some marketing tactics, like email marketing and SEO, will never go out of style. You’ll continuously need to use them to power your inbound marketing strategies to see success. But other tactics, like TV and radio ads, are largely becoming more ineffective.

Being out-of-date with your marketing efforts can spell trouble for you and your company. You could sink your budget into methods that don’t make sense for 2020 and risk destroying any chance of a good ROI. To ensure that doesn’t happen to you, we asked our marketing experts to curate a list of trends they expect will be popular this year. They included:

  • Blockchain-enabled audience targeting
  • Building better brand messaging
  • Video communication
  • An evolution of employee advocacy communications
  • Account-based marketing
  • More personalization and conversational marketing across mediums
  • Increased Artificial Intelligence (AI) so teams can also connect more personally
  • Increased competition, costs, and effectiveness of LinkedIn ads
  • More retargeting through paid ads

“Video, video, and more video! Communicating through videos is a brilliant way to impress prospects, give customers personalized care, and even show how to do something quickly and easily.” – Kate Uhry, Marketing Consultant, JAD Technologies

The Top Marketing Tactics for 2020 

With January underway, our industry professionals have already put time and effort into specific strategies. The top ones they are choosing to focus on in 2020 include:

  • Voice search
  • SMS marketing
  • AI Automation
  • Increased personalization
  • Conversational marketing
  • Account-based marketing
  • Video
  • Employee advocacy

Marketing Trends That Are Here to Stay 

As we mentioned, there are specific components of a successful marketing strategy that will always be effective – and our marketing pros don’t deny it. Here’s a look at what traditional digital marketing efforts were ranked most important for 2020:

  1. Lead Nurtures
  2. Email
  3. Video
  4. Blogging
  5. Chat
  6. Gated Content
  7. Social
  8. PPC
  9. Customer Reviews

2020 Reporting Tools

Without reporting, it’s impossible to know which of these predicted trends were useful and worth repeating in 2021. The digital marketing world is full of different reporting analytics, but these three stood out as the best for experts:

  1. HubSpot Analytics
  2. Google Analytics
  3. Databox

What Are Your Predictions?

We can all agree on one thing: The goal of marketing - getting the right message to the right people at the right time - will always be the same. However, how we do that evolves as the years progress and technology changes. In 2020, our trusted marketing professionals plan on reaching their target audiences with predicted new trends, like enhanced AI, and proven tactics such as email and blogging.

What do you plan on implementing this year? Do you have a trend prediction you need help implementing or would like to discuss? We can help. Reach out to Lynton today!