CMA Shares “Marketing Best Practices for 2020”

CMA experts in branding, website design, digital marketing, content marketing, public relations and social media revealed their marketing best practices for 2020. In last year’s marketing best practices for 2019, they shared the significance of measurement and delivering ROI.

As you head into 2020, consider these best practices. A common trend throughout every best practice is the importance of personalized marketing. Although personalization has been an imperative marketing component, CMA predicts that in 2020, personalized marketing will become even more developed through linking data and content, while respecting a customer’s privacy.

Following are recent Evergage trends in personalization survey report findings:

  • 98 percent of marketing professionals agree that personalization helps advance customer relationships, with 70 percent claiming that it has a “strong” or “extremely strong” impact.
  • 85 percent state that their customers expect a personalized experience.
  • 90 percent report a measurable lift from their personalization efforts.

Here are best practices in each marketing area:


Best Practice: Create an Omnichannel Customer Experience

The solution to branding in 2020 is to nurture and continue to inspire. The best branding is about creating an omnichannel customer experience across all interactions and touchpoints, along with delivering on your brand promise. This will nurture and build trust with your customers because you know their interests and habits. In turn, the best of them will eventually become your influencers to help grow your brand. There’s nothing better than your brand growing organically and your customers feeling camaraderie with your brand values.


Website Design

Best Practice: Use Web Personalization to Increase Conversion and Engagement

If you want to stay on the cutting edge of what’s happening in website design in 2020, along with increasing conversion and engagement, use web personalization to create a customized experience for customers and prospects. This approach empowers you to give visitors unique experiences that are tailored to them based on their location, interests, behavior and other characteristics. It also results in a more meaningful experience.

Also stated in the Evergage report, marketers’ satisfaction with website personalization has the highest correlation with overall personalization satisfaction (52 percent). This puts a lot of pressure on you, to make sure your website personalization efforts are on target.


Digital Marketing

Best Practice: Know Your Buyer’s Journey and Personalize

With more than one million new internet users every day, you have an enormous opportunity to reach your customers and prospects through digital marketing. When approaching digital marketing in 2020, stop focusing on the tactics and start concentrating on the customer. Knowing your target audience and their buyer’s journey will allow you to more effectively target your digital marketing efforts.

Personalization is the next stage in marketing segmentation. It encompasses collecting data related to your customers and developing custom marketing experiences that target specific types of customers through content. Add personalized marketing to blog posts, email marketing campaigns and more.

Targeted advertising campaigns deliver the best ROI. An ad that’s precisely curated for a specific audience segment, based on their wants and behaviors will be more effective and yield higher conversion rates. Deliver content that matches your target audience’s preferences.


Content Marketing

Best Practice: Frame Content to Match Your Buyer’s Journey Stages

To elevate your content marketing strategy in 2020, you must create brand awareness, build reputation and nurture prospects through your sales funnel. In addition, create content that’s high-quality and helpful to your target audience—whether it’s to educate, entertain or a mix.

Content personalization is the process of collecting and analyzing data about your target audience to deliver relevant content that meets their interests and needs. Segmentation, which is targeting using categories such as gender, industry, geography, age, etc., is the most popular type of content personalization.

Take segmentation to the next level by using personas to generate relevant content. Also, you can connect with sales activity by framing content based on stages of the buyer’s journey. The goal is for your target audience to build a relationship with your brand, products or services during the different stages.

Social Media

Best Practice: Implement personalization and consumer psychology

You can stand out and connect with prospects and customers on social media in 2020, by implementing personalization and consumer psychology. In addition to paid campaigns, such as remarketing or messenger bots, there’s also organic, non-paid methods to give your social media accounts a more personalized feel.

One way is through consumer psychology and market research. By spending time and understanding your audience’s likes and dislikes, you’ll be able to create content that strongly resonates with them. Are there specific words, phrases, designs, colors or content themes that they seem to like most? Utilize that information to craft unique content.

Also, respond to comments in a personalized way. Addressing the commenter by name can go a long way! Interacting with customers one-on-one, as often as possible, can make your brand stand out in the social world of one-to-many marketing.

In closing, there’s a lot of room for improvement in 2020 when it comes to personalization across all marketing tactics. The Evergage report stating that less than a fifth (18 percent) of marketing professionals reporting that they are “very” or “extremely” confident that they have a successful strategy for personalization is further validation.  

The good news is that although only 16 percent are “very” or “extremely” satisfied with the level of personalization in their marketing efforts, 97 percent plan to maintain or increase their personalization budgets. Are you going to be jumping on that bandwagon?


Do you want to learn more? Contact us today, to start the conversation.

The original blog post appeared in its entirety on the CMA Blog page.

CMA is a full-service communications, marketing and association management firm, which has provided its clients with award-winning and proven results for more than 30 years. To drive ROI, it utilizes its strategic solutions including branding, digital marketing, web and mobile app development, social media, public relations, advertising, collateral, association management, event planningpublications, and advertising sales.