{"id":8418,"date":"2019-11-28T15:45:20","date_gmt":"2019-11-28T15:45:20","guid":{"rendered":"https:\/\/www.gosquared.com\/blog\/?p=8418"},"modified":"2020-02-10T17:52:39","modified_gmt":"2020-02-10T17:52:39","slug":"data-driven-marketing-trends-2020","status":"publish","type":"post","link":"https:\/\/www.gosquared.com\/blog\/data-driven-marketing-trends-2020","title":{"rendered":"7 data-informed marketing trends for 2020"},"content":{"rendered":"\n
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2020 is an exciting time to be in the marketing industry. We\u2019re simultaneously becoming more data-informed than ever while coming back to the roots of why data matters in the first place: our customers. <\/p>\n\n\n\n

How can we utilize data in the service of customers and users? How can we be more responsible with data? How can we make data more meaningful? <\/p>\n\n\n\n

The top data-informed marketing trends help to answer these questions and more. Read on to learn more about the future of data-informed marketing. <\/p>\n\n\n\n

1. Ethical data collection<\/h2>\n\n\n\n
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2019 was a year of privacy lawsuits. A UK court determined Google would have to face charges for violating Safari users\u2019 privacy<\/a> during 2011 and 2012 (for bypassing security settings to track web activity). The lawsuit could see Google paying \u00a33.3 billion. It was also the year that a $35 billion lawsuit against Facebook for the use of biometric data (facial recognition) was advanced by a US court<\/a>. <\/p>\n\n\n\n

GDPR was in full effect in May of 2018, and the California Consumer Privacy Act goes into effect on January 1, 2020. <\/p>\n\n\n\n

In 2020, companies will not only strive to comply with these and other laws, but they will seek to distance themselves from Google and Facebook. <\/p>\n\n\n\n

Ensuring that all data collection tools are GDPR-compliant<\/a> is an absolute must. However, there are other ways that companies can collect data more ethically as well. <\/p>\n\n\n\n

For example, collecting website analytics data independently<\/a>, without the use of tools provided by gigantic corporations allows you to ensure proper utilization. You\u2019ll know that your customers\u2019 and users\u2019 data is being used as your company intends, and not for the marketing needs of other corporations.<\/p>\n\n\n\n

2. Personalised marketing automation<\/h2>\n\n\n\n
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With fully compliant data that\u2019s collected ethically and independently, you can (and should) set up highly personalized marketing automation campaigns. <\/p>\n\n\n\n

As we learned from these data-informed marketing examples<\/a>, true personalization isn\u2019t just dynamically inserting a customers\u2019 name or other basic information. It\u2019s about serving them the right message at the right time.<\/p>\n\n\n\n

Fortunately, what\u2019s good for customers is good for business. 91% of consumers<\/a> are more likely to purchase from brands who deliver relevant offers and recommendations. <\/p>\n\n\n\n

We put together a guide to audience analytics and customer filters<\/a> that includes ways that ecommerce, SaaS, digital publishers, and other types of businesses can utilise website analytics data to create personalised marketing automation. <\/p>\n\n\n\n

With GoSquared, you can set up Smart Groups for important customer filters and trigger automation when customers and leads meet the specific criteria, such as having viewed your pricing page. <\/p>\n\n\n\n

Undoubtedly, this is one of the top data-informed marketing trends for 2020, and the companies who master it will likely win more customers, especially if their competition is failing to personalise their marketing campaigns. <\/p>\n\n\n\n

3. Seamless multichannel experiences<\/h2>\n\n\n\n
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Although 51% of companies<\/a> use eight channels or more to communicate with customers, only 14% of companies<\/a> report that they are currently running coordinated marketing campaigns across all channels. <\/p>\n\n\n\n

While you may not be able to coordinate every single channel into personalized customer experiences (organic social media, for example), you should be able to combine the following channels:<\/p>\n\n\n\n