In our first blog on Top 10 personalization Trends to Watch Out in 2020 series, we discussed the top 5 trends that brands will follow to deliver relevant and contextual communication for superior customer experience. We had enlisted how personalization is becoming a top priority for brands, and how - the move towards omnichannel personalization, an obvious increase in personalization budgets, higher focus on mobile-first approach and website personalization will-become trendier. In this part of the 2-blog series, we will now discuss the next top 5 personalization trends to watch out in 2020.
1. Leveraging AI and Machine Learning
The precondition, to provide superior customer experience is to identify your audiences before initiating a conversation or delivering your offerings. Thankfully, the recent development around artificial intelligence and new algorithms, has simplified the process of identifying prospects by tapping their footprints across different channels, studying their purchasing behaviour, their journey and overall browsing patterns among others.
With AI, brands can align their personalization efforts- to determine the exact journey of their customers with precise anticipation of the next steps that they will take along the journey. With machine learning, marketers can easily process huge amounts of data to make quick decisions and offer relevant experience to every visitor - executing personalization at scale.
According to a survey by e-Consultancy, almost 75% of digital marketers plan to use AI in their personalization efforts for an expectation of staggering 81% - for audience targeting. The growing trend to use AI & ML for providing personalized experiences is the proof that-in 2020, AI coupled with ML is certain to transform the entire marketing scenario altogether.
2. Incorporation of Big Data in Personalization
As explained earlier in the blog, personalization will be impossible without the availability of data to support informed decisions. Major advances in big data have really made it easier for marketers, to run targeted campaigns and reach a larger number of prospective customers with relevant offerings much faster than their competitors.
Customer experience transformation depends heavily on the ability of a company to collect, sort, co-relate and analyse data from customer footprints across all platforms. Big data along with additional backing from ML has been supporting marketers immensely to make highly precise and relevant interactions with the customers, however, the next challenge for brands will be to ensure the right management of the big data & translating them into result-driven insights.
3. Customer Experience to Be the Main Driver
The main goal of personalization has always been to provide seamless, connected and consistent experience to customers. The personalization trends in 2020 will certainly be directed towards improving the customer experience. According to Frost & Sullivan, by the dawn of 2020, companies can no longer depend on price and product as their primary competitive differentiator and would need to compete on the basis of superior and improvised customer experience.
Both personalization and customer experience go hand in hand with one complementing the other. Delivery of content that engages and echoes the sentiments of customers throughout their journey will be the key differentiator in times to come as- Customer loyalty, engagement, and trust are inextricably linked to the delivery of superior customer experiences and that, can be achieved only through a robust personalization strategy
4. Voice to gain priority for buying and researching.
According to Adobe Analytics Report 2018, around 50% of US consumers will own a smart speaker and 71% among them will be using them to search about products and research further. In 2020, voice will emerge as a strong proposition to engage customers and meet their rising expectations.
As discussed in part 1 of this blog, brands will focus primarily on the mobile-first approach due to the increasing proliferation of mobile devices across the world. The need to integrate voice assistants and support will become essential for brands to provide engaging interactions and personalized customer experience during the research and ultimate purchase process. Brands will also need to pay attention to the expectation of today’s customers for authenticated and human-like voice interactions in contrast to automated computer-generated voice.
5. Hyper-Personalization to Gather Momentum
Data when clubbed with analytics offer near real-time personalization which goes beyond incorporating personal information about customers like name, title, etc. It is Hyper-Personalization that takes personalized marketing a step further to deliver highly contextual & relevant communication to your user base by utilizing behavioural and real-time data towards a fruitful customer journey. To remain competitive, brands, in 2020, will move towards providing hyper-personalized experiences and will focus on offering a smooth, streamlined and pleasant experience to their customers.
2020 is expected to herald a new epoch powered by AI and ML and brands will scale up digitally to meet the needs of the millennial customer. An effective approach to personalization can give you an edge over competitors by providing a truly superior customer experience. At a time when organizations are growing extremely competitive, staying ahead of the curve depends on how effectively you respond to customer demands and expectations. Brands like never-before need to forge a customer experience (CX) strategy to remain relevant in the race.
In this scenario, brands that have lagged, need to identify these top personalization trends and catch up with their competition by leveraging the right technologies and platforms, to offer an awe-inspiring customer experience. The new technologies discussed here, have been creating a buzz for a while, but their execution is still in question? However, despite all odds, it is certain that their overwhelming capability to drive personalization strategies will foster the trend towards their implementation by companies in 2020 and years to come.
Espire's Digital Experience Platform (DXP) solutions are empowering businesses and marketers with the ability to engage with the hyper-connected, on-the-go customers of today in a more meaningful, highly personalized and contextual manner seamlessly across all brand touchpoints - globally and locally. We provide an agile, collaborative and connected framework that leverages your technology ecosystem to intelligently arrange and orchestrate fragmented engagement systems and existing silos. Get in touch with us at firstname.lastname@example.org for any query, free demo and assistance.
MORE FROM OUR BLOGS
Design & Development of a Responsive SharePoint Website For the holding company of Singapore’s public healthcare providers
The client manages the public healthcare system to ensure that good and affordable basic medical services are available to all Singaporeans.
Enhanced digital customer experiences for a leading Singapore headquartered transshipment hub
The customer's existing website was deployed on-premises and leveraged a WCM platform, Joomla they required a strategic technology partner to revamp the website, improve content delivery and website navigation with needed to map customer journey and access visitor analytics efficiently
Optimized data and content management with Azure-based solutions for a leading Singapore-headquartered transshipment hub
The customer's existing website was deployed on-premises and leveraged a WCM platform, Joomla. They required a strategic technology partner to carry out Azure migration and eliminate on-premise hosting environment. They also needed managed support services for monitoring website up-time and efficient incident management.
Designed a DXP Platform to Enhance CX for a UK-based Integrated Marketing & Communications Company
A leading UK-based integrated marketing & communications company which assists businesses in brand deployment, digital transformation, marketing communications and driving customer experience across all digital channels, One of the primary challenge sighted by the client was an absence of an Intranet Portal, which would act as a scalable DXP solution to onboard as many clients as needed
End-to-end Digital Content Management for enhancing customer experience and enabling intuitive purchases
Espire implemented a central CMS for all regions for efficient content management, Error-free Digital Content Management on 33 country - specific websites, Designed an interactive-feature with impactful UX to enable customers to easily find, select and buy the required products from any device, anywhere
Sitecore Composable DXP Multiexperience solutions for driving greater business outcomes
Enterprises are prioritizing their move towards delivering multiexperience solutions to drive impeccable staff and customer experience. Sitecore is constantly adding cutting-edge tools and technologies to give marketers and developers the flexibility to compose their DXP platform to deliver total experience solutions at scale.
Sitecore ordercloud top features and benefits for driving exceptional digital experiences
Sitecore’s OrderCloud is an API-first headless cloud platform which empowers brands to streamline key business operations like efficient order management, marketplace application integration and driving eCommerce experiences for customers. It seamlessly integrates with your brand’s existing technology stack to drive targeted customer communications and digital experiences across multiple touchpoints
Searchstax and sitecore the top integration benefits for search optimization and personalization
SearchStax can be seamlessly integrated across the multiple versions of Sitecore, which enables brands to drive exceptional digital experiences with enhanced search optimization and personalization. Search Engine Optimization has emerged as a key marketing goal for brands to spread the word about their service offerings and acquire new customers
Sitecore composable dxp future proof your business with end to end digital experiences
Marketing strategies in 2022 and beyond would be focused on seamless integration of technology platforms, cloud adoption and upgrading the tech stack for greater agility and resilience. Sitecore Composable DXP has emerged as a leading Digital Experience Platform for brands to drive impeccable digital experiences at scale
Top 5 considerations before choosing a content management system to drive memorable experiences
With the right CMS, businesses can optimize, manage and publish content on all digital screens from a single, centralized content hub to provide a seamless customer experience on their preferred customer platform. Brands should focus on delivering a consistent brand experience across various touchpoints to remain ahead of their competitors