“For me, the future is personalization.” — Marissa Mayer, businesswoman
According to the latest Webeo:Futures survey, 54% of marketers believe personalization will be a key digital marketing trend for 2020. While personalization isn’t a new concept — consumer brands have been leading the way for years — B2B organizations have fallen behind the curve. If you don’t already have a personalization strategy in place, then now is the time to start planning yours. With 2020 just around the corner, there is so much to look out for — from bigger and better technology, to a whole host of new marketing trends. Put your buyers’ customer experience at the heart of everything you do, watch your measurable metrics soar, and meet your marketing objectives with personalization.
Marketing trends of 2020
“If we produce something original, that will have a better chance rising above the noise.” — Andy Crestodina, Co-Founder and Strategic Director, Orbit Media Studios
Anyone who is remotely involved in internet marketing knows it is vast and ever changing. Webeo like to stay at the forefront of the online marketing landscape, and know that mass personalization is the future of B2B marketing, and do what we can to share knowledge, tips and advice on all things personalized marketing. We wanted to find out what our fellow digital marketers think that 2020 and beyond will look like — which is why our latest Webeo:Futures survey explored the challenges marketers are currently facing and what they think is in store for the future. Let’s explore what marketers believe to be the next big thing in 2020.
Artificial intelligence topped the leaderboard, with 58% of respondents stating that AI will be crucial next year and beyond. Personalization followed closely behind — with 54% of respondents believing in the power of personalized campaigns, and 48% recognizing website personalization as a major player. The same number of respondents (48%) also stated that voice search will be a key trend going forward, and this was closely followed by augmented reality (38%), virtual assistants (34%), and the Internet of Things (32%). Just over a quarter of respondents see wearable tech taking off in 2020, and just under a quarter believe gamification and account-based marketing (ABM) to be the next big thing.
Why is personalization important
“I think every internet user likes personalization.” — Ma Huateng, CEO of Tencent
Every day, more and more high-quality data becomes available. With so much useful information about potential customers at our fingertips, there is no longer an excuse for mass marketing. B2B organizations in particular often have multiple products or services available, and tend to work across several industries or sectors. Developing individualized experiences to suit each of your key audiences can help marketers yield the best results. Personalization makes the buyer journey easier than ever — your dream client sees exactly the content they need without having to search for it. Brands can recommend products or insightful content that meets the needs of their target audience, positioning themselves as an industry leader and developing high-quality customer relationships.
The statistics supporting web personalization
“Automated, dynamic, personalized marketing is now.” — Brian Fabiano, Author
Personalization is growing in demand — there’s no denying it. And with an increase in personalized marketing materials, a personalized web experience is the missing piece of the puzzle. As customer experience becomes more and more important to buyers, marketers need to ensure the entire B2B buyer journey is seamless. And, that includes once they land on your website. If you’re tailoring marketing communications to suit your audience, and directing them to an impersonal website, you reduce the likelihood of conversion. After all, the more relevant the content your potential buyer sees, the more likely they are to engage. If you’re still not sure on web personalization, here are 5 stats that prove the power of on site personalization:
● According to InstaPage, 74% of customers feel frustrated when website content is not personalized.
● Evergage discovered that 88% of personalization users report a measurable uplift in business results.
● Business 2 Community found that personalized homepage promotions influenced 85% of consumers to make purchases.
● According to Dynamic Yield, 96% of marketers believe in the value of personalization.
● 38% of website visitors are willing to specify interests so that a website provides personalized content, according to Verizon Media.
Webeo is a leading website personalization software that creates the perfect website for every visitor, every time. It works by dynamically tailoring your B2B website based on the organization visiting — thanks to a global leading database of business IP addresses, it can create a bespoke experience in real-time. Users can greet even first-time visitors by business name, and edit the content, language and imagery they see. Impress everyone — from first-time visitors to long-standing customers — with a site designed with your audience in mind. Supercharge your customer experience, watch your CRO soar, see your bounce rates drop, and make your way to the top of search engines. Discover the power of online personalization and book your Webeo demonstration today.