Five marketing trends for 2020

1. cross-channel customer interaction

Today, anyone who wants to implement successful marketing campaigns must pay more attention than ever to overcoming silos and thinking beyond their own department. Consumers are not only increasingly connected, but also increasingly demanding. Those who are unable to offer their customers a consistent experience across all channels will be left behind the competition in 2020. The connected customer experience is no longer just a differentiator for companies today, it's a basic requirement to stay ahead of the competition.

2. digital voice assistants

"Voice" is a relatively young channel that is rapidly gaining traction, despite some skepticism around privacy. As part of the Selligent consumer study "Global Connected Consumer Index 2019," 45 percent of the 5,000 consumers surveyed worldwide said they use voice assistants, with 51 percent fearing they could be tapped by the devices without their consent - not without reason, as recent media reports show. For marketers, this means integrating voice recognition as a new key technology in their omnichannel marketing mix only with great caution

3. perennial issue "data protection

Consumers are increasingly concerned about their privacy and personal data - and not just when it comes to voice assistants. At the same time, 51 percent of consumers surveyed by Selligent are willing to provide personal data when it comes to a more personalized customer experience. Marketers are skating on thin ice here and will have to pay a lot of attention to the topic of data privacy and security in 2020, also against the backdrop of planned data protection regulations.

4. customer service in focus

2020, companies should view the work of customer service less as a cost factor and more as an opportunity to procure customer information from which added value can be generated. Since much of the exchange with consumers takes place through customer service, a company's service employees are taking on an increasingly important role in that they are more and more perceived as brand ambassadors.

5. the print comeback

Print has been on the decline compared to digital marketing channels for years, but as part of a holistic omnichannel strategy, marketers should still integrate print campaigns into their marketing mix to address specific target groups and achieve greater reach - so a comeback cannot be ruled out.