What marketers can expect in 2020 and our opportunity to drive change

I always appreciate the positive energy and optimism that comes with the fresh start of a new year. Now that we’re all off and running in 2020, what marketing trends can we expect to see this year and how can marketers make an impact?

One of the biggest opportunities I see is in transforming the customer experience – this is the big rock that we can move with strategic marketing initiatives built on the ever-changing needs of today’s consumer. We know that consumers now have more control than ever over how they want to interact with brands, which makes what defines the customer experience so critical. That’s why we as marketers need to have a customer-obsessed mindset in order to create meaningful and personal connections with consumers that build brand affinity, loyalty and create deeper engagement.

So, what should we take into consideration in 2020 and where should we set our sights as we transform the customer experience?

Expect the “nudge” economy to whittle down.

Brands are battling for the right to send texts and emails to consumers encouraging behaviors. However, consumers have all the power in this fight and will become even more selective about which brands they want to engage with. Brands that use nudges to offer consumers real services to help them live their best, save time and money, and learn what they really want to know will prevail. And, the brands that use nudges effectively will make it part of their brand identity.

Use agile marketing strategies as a standard practice.

We know that consumers’ needs can shift quickly. That’s why it’s important to implement agile marketing strategies that allow you to work very rapidly and respond to changes in a way that relates to the current consumer landscape.

For example, in Aetna’s direct-to-consumer Medicare business, a group of team members across multiple departments, including marketing, analytics and sales convene in a “war room” during the end-of-year enrollment period. These team members track live results, looking at what channels and creative are performing well in real-time. Based on the insights they see, we shift our spending to tactics that are working, which plays a pivotal role in driving membership growth.

Bring diversity to the forefront and make it a brand attribute.

Consumers want to engage with brands that are culturally mindful and that celebrate and embrace diversity. In order to remain competitive and grow, brands need to recognize cultural differences and make it part of their brand identity as well as build it into the products and services they offer.

Create more alignment between consumers and a brand’s core values. 

According to the Forrester Research Predictions 2020 report, more than 55% of consumers will consider a company’s core values when making a buying decision. This trend continues to increase each year as consumers search for more meaningful ways to make a positive impact by engaging with brands that share their core values and can help them drive social change.

Use digital technology to give customers access to the people behind the brand.

Brands use digital technology to allow consumers to have a seamless, human-free experience but they also need to use tech to provide consumers with access to a real person when they want it. This presents a huge opportunity for brands to use their most valuable asset – their employees – to create personal connections.

Quantify the transformation of the customer experience’s impact on the bottom line.

Companies know consumers want a better customer experience but according to the Forrester Research Predictions 2020 report, the C-suite will be looking more at quantifying the value of an improved customer experience on the growth of their business. The ability to prove that an authentic brand experience that meets, or better yet exceeds, consumer expectations can also contribute to a company’s bottom line will intensify.

Add depth to surveys and focus groups.

Marketers should use surveys and focus groups to dig deeper into the consumer mindset. This will help brands better understand the real compromises people of diverse backgrounds face and gain more insight into their decision journey. 

Brands that are in-tune with consumers’ needs and expectations and try living in their shoes can succeed in differentiating themselves in an ever-changing marketplace.

As marketers, we have the power to create personal connections between brands and consumers that are authentic. When these connections happen and we see their impact, it inspires us to take our customer-obsessed mindset to a whole new level.

Let’s commit to taking a think big, think bold approach in 2020 to transform the customer experience. It will help get us where we want to be – deeply embedded in the consumer journey and playing an important role in consumers’ daily lives.