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2020 is just around the corner, and analysts from all over the world are looking towards the new year with a sense of hope and excitement. In celebration of today’s MarTech Insight Jam, here is a compilation of some of the top predictions from our participants and contributors.<\/p>\n
The platform approach – see you later, point solutions.\u00a0<\/strong><\/p>\n Latane Conant, CMO of 6sense<\/a><\/em><\/p>\n One universal theme we hear over and over is how gnarly the marketing tech stack has become\u201450 to 100 different tools with little to no real integration. It\u2019s time to look beyond marketing technology designed for lead-based models and retrofitted with AI insights. Leading marketers will replace disparate solutions with one cohesive account-based platform built with AI and big data as the core.<\/p>\n New Roles Will Emerge for ABM Marketers Around Targeting and Growing Existing Customers\u00a0<\/strong><\/p>\n Bryan Wade, CEO of <\/em>Sigstr<\/a><\/em><\/p>\n \u201cOne of the biggest problems a software company can face is its main contact and sponsor within a client organization leaving the company. In this new economy of subscription-based businesses, you have to constantly search for ways to expand relationships within an organization to avoid this issue. As we move into 2020, ABM is going to evolve fill this gap by not only targeting prospects but also applying these concepts to existing customers.\u201d<\/p>\n The Changing SDR Role: Real or Robot?\u00a0<\/strong><\/p>\n Joe Caprio, VP, Sales at Chorus.ai\u00a0<\/a><\/em><\/p>\n \u201c2020 is not the year of the robot. We’ve made so much progress since I first started in sales, and technology has been the biggest driver of that progress. And I know the rate of iteration increases forever, but we still have a long way to go before the average company would trust their brand and reputation to be fully automated.\u201d<\/p>\n Location-based marketing<\/strong><\/p>\n Ben Carlson, Co-President and Co-Founder of <\/em>Fizziology<\/em><\/a><\/p>\n \u201cAs more consumers cut the cord to cable, it is becoming harder to reach audiences with traditional brand-building ad campaigns. This is especially true for younger audiences – many of whom are not just cord-cutters but cord-nevers. At the same time, Gen Z and Millennial consumers are prioritizing experiences over \u201cstuff.\u201d Innovative marketers can take advantage of these trends by shifting marketing focus to live events, which can create direct connections between customers and brands. Take for example Buffy\u2019s tie-dye tour<\/a> or Glossier\u2019s string of pop-up shops<\/a>. In the past, these experiential marketing tactics have been seen as more experimental than other, more trackable forms of advertising. But technology is now letting marketers listen to anonymized conversation at live events via social media to learn about consumers opinions, expressed in their native environments. We believe we will see experiential marketing mature into a regular part of a marketer\u2019s brand-building campaign.\u201d<\/p>\n Loomly<\/a>, anticipates three strong trends for 2020:<\/em><\/p>\n Reviews to Gain More Recognition<\/strong><\/p>\n Kelly Cooper, Director, Lifecycle Marketing\u00a0at Moz\u00a0<\/a><\/em><\/p>\n \u201cReviews signal trust and authority; they are also becoming a bigger player in search engine ranking factors\u2014especially for local. As such, digital marketers will expand their work with \u00a0reviews as more than community management, branding, and trust but also, how reviews impact rankings, increase CTRs, and ultimately facilitate organic traffic.\u201d<\/p>\n Google Cracking down on Certain Industries<\/strong><\/p>\n Russ Jones, Principal Search Scientist\u00a0at Moz<\/a>\u00a0<\/em><\/p>\n “I believe we will see Google continue to crack down on certain advertising industries. The latest target is credit repair related services, although we have seen the same in the medical and adult industries over Google’s lifetime. When these bans take place, it creates a short-term opportunity for companies to shift advertising dollars to organic. Those that make this pivot quickly and strongly stand to gain a substantial market share in the long run.”<\/p>\n \u00a0Future of Voice<\/strong><\/p>\n Dr. Pete Meyers, Marketing Scientist at Moz\u00a0<\/a><\/em><\/p>\n \u201cAs voice searches on smartphones and voice devices grow, people are becoming more comfortable with longer, natural-language searches. This trend has not only led Google to completely rebuild their search algorithm (for all searches, not just voice) but to focus more features specifically on answering questions. While most brands won\u2019t need to rush to create a voice app or voice-specific content, it\u2019s vital that they understand how natural language is changing search, have the data necessary to track long-tail phrases and questions, and move away from a narrow focus on so-called \u201chead\u201d terms. This not only represents a shift in keyword research, but in content creation and strategy. Google\u2019s ability to understand natural-language and process meaning will only accelerate.\u201d<\/p>\n SMBs won\u2019t think or act small\u00a0\u00a0<\/strong><\/p>\n \u00a0Brittani Dinsmore, Director, Product Marketing at Moz<\/a><\/em><\/p>\n \u201cSmall business owners today are tech-savvy and innovative. They are well-versed in the necessity of digital marketing and will seek out access to the same tools and technologies that large companies need, just at a smaller scale. But both large and small businesses need to compete at the local level to serve neighborhoods and communities.\u201d<\/p>\n Mobile wallets will finally break out in 2020 <\/strong><\/p>\n Mike Herrick, SVP of Technology at Airship<\/a><\/em><\/p>\n We\u2019re on the cusp of mobile wallets hitting critical mass. As marketers, we know it\u2019s been a slow ramp and Apple Wallet offering a physical credit card is only a testament to how slow it can be for consumer behaviors to change. However, people are using mobile wallets more and more to transact. Apple\u2019s physical card and integration with Apple Wallet and Apple Cash money back is accelerating this trend. Consumers are now going into their mobile wallets on a daily basis.\u00a0 Over the past year we\u2019ve been noticing a fundamental shift in attitudes towards mobile wallets largely due to messaging, which will lead to mobile wallets finally breaking through in 2020. This intersection will be key to help encourage consumers to leave their wallets at home.<\/p>\n The proliferation of mobile wallets in 2020 also presents a major marketing opportunity for brands. Apple Wallet and Google Pay enable customers to complete transactions with or without a brand\u2019s app. Venmo\u2019s ascent to 40 million users<\/a> is also indicative of the space\u2019s growth. In 2020, brands will capitalize on this opportunity to reach their customers where they are – their mobile wallet.<\/p>\n CallRail<\/a> offers the following prediction:<\/em><\/p>\n A new report from CallRail<\/a> reveals that 96% of marketers agree attribution is critical to informing and optimizing marketing decisions, but 36% say the lack of insight into the effectiveness of tactics is the most detrimental factor to their marketing efforts. According to the data, in 2020, marketers are going to be focused on one thing: attribution data and the marketing technology that pulls all insights into one place. Fifty-one percent of marketers use four or more marketing platforms and 75% say they spend too much time reporting on marketing performance. Marketers with five or more solutions are even more likely to say they spend too much time reporting performance (84%). Multiple, incompatible platforms often create more problems than they solve because they don\u2019t integrate correctly with each other, or they might use different attribution models that provide conflicting narratives.<\/p>\n![](\"https:\/\/solutionsreview.com\/marketing-automation\/files\/2019\/02\/marketing-automation-bg-speedbump.jpg\" "\\"Marketing")
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