Digital marketing resolutions for 2020 - five steps ahead of the competition (Part 3)
In this three-part series, Campfire—a digital agency specializing in user experience—recommends the most important resolutions for 2020 to anyone who cares about the success of their business in the new year. In the final part: agility and iteration.
The 2020 trends at a glance:
- User Centricity
- Data & Customer Insights
- Agility and iteration
- Never stop evolving
Agility and Iteration - Digital Marketing Trend 2020
Never stop evolving
Just as our New Year's resolutions must be subjected to a constant reality and probability check, all digital activities also carry the label "perpetual beta". They must be regularly evaluated, prioritized and further developed. Because what sounded like a good idea yesterday may be old news tomorrow.
The most important facts in brief:
- Generational change: Millennials move into focus
- digital competition is getting stronger
- agile methods such as MVP, Growth Driven Design and Design Sprints prove successful
- Focus on measurable facts
The markets, trends and technical possibilities in the digital cosmos are undergoing more rapid change than ever before.
Not long ago, Google's #1 ranking was the main goal of all of us. Now Google is changing the rules of the game and creating "Position Zero".
People change and are fickle, sometimes we change our decisions in the blink of an eye. We live more and more in the moment or as Google says in "Micro Moments".
In addition, new generations with completely different habits and expectations are increasingly coming into focus. By 2020, Millennials will make up more than a third of the working population. This generation craves companies and brands that share their values and take their needs seriously.
Measurable success thanks to agility
MVP and Growth Driven Design are no longer trends. They are also being used in Switzerland by more and more successful companies to approach their goals in a focused manner - one step at a time.
Design Sprints, an agile design method from Google, is also being used in more and more digital projects. An entire website redesign is broken down into two-week sprints.
Within a sprint, the concept and design of a subproject is tested and evaluated on real users using prototypes. This method not only helps to complete an entire website redesign much faster. Design Sprints help to test concepts and designs for correctness and functionality under real conditions at an early stage.
After the launch is before the launch
You have reached or even exceeded your goals with your website? Congratulations. But that doesn't mean you can rest on your laurels.
There is no such thing as a "ready-made" website. A website has to prove itself under real conditions and in interaction with a large number of real users.
Use this opportunity and continuously measure and learn from user behavior and feedback to continuously improve and expand the website. The prerequisite is of course an easily expandable and scalable CMS, as well as clear KPIs and goals.
Standstill is death
2020 is expected to see a huge increase in digital activity from competitors. Never before have the tools for digital success been so diverse and easy to implement. Never before have there been so many experts on the client and agency side in the increasingly numerous disciplines of digital marketing.
So let's all remember to be bold, determined, and with a healthy discontentment to keep testing, measuring, optimizing, and outperforming our goals - provided, of course, you know what your goals are.
About the author
Dirk Unger is a partner and UX designer at Campfire. Since its founding in 2013, the digital agency has specialized in the areas of UX strategy and UX design. As long-standing clients, BFU, UNICEF Switzerland, Swatch and the city of Biel, among others, rely on Campfire's experience and expertise.
Photo: Kaleidico on Unsplash
