New Year New Data Digital Marketing Trends 2020
Management Summary
1.) Collect and analyze website & app data together
It is now possible to collect data together and analyze it comprehensively via your own Google Analytics Property website and app.
This doesn’t sound particularly special at first – but it is revolutionary in web analysis! Previously, app analysis was possible via Firebase Analytics and this had one significant disadvantage: you could no longer analyze web and app data together out-of-the-box. Even worse: 2 tracking tools were in use. Google Analytics for website tracking andFirebase for app tracking– separate and isolated from each other. That’s over now!
From now on, website and app data can again be recorded and analyzed together in Google Analytics. The icing on the cake: thanks to the new oneWeb 6 App GA Propertythere are many additional improvements.
2.) 360° personalization – also for video!
Personalization as the secret to the success of digital campaigns – we have stood behind this for many years! ThePersonalization optionshave developed incredibly quickly and personalized messages are possible across more and more advertising channels and purchase phases.
Creativity will play an increasingly important role in the future, and programmatic advertising will also become increasingly creative. Only the combination of data-driven display and visually appealing advertising material allows a campaign to really get off the ground. This principle is used, for example, inVideo advertisingincreasingly important! The basic principle is to resonate with your target group through relevant content. In video advertising, this already very complex task still requires detailed concepts and, above all, data-driven strategies. In short: Creative messaging in combination with smart audience concepts is becoming increasingly popular, while watering can marketing is increasingly losing out. In any case, there is enough, especially in the video sectorPotential for further developmentavailable!
3.) Holistic customer journeys with CRM data connections
An important cornerstone of personalized digital marketing is the seamless, holistic representation of the customer journey.
Companies collect their (customer) data via various data sources (CRM, email marketing, web analysis, ad servers, etc.). This is where the biggest challenge for the complete representation of the customer journey begins: the targeted, structured, clean and central collection of data. This database is at the same time a quality criterion and the basis for all further steps in online marketing – such as successfulAudience managementand all personalization strategies. If you are not yet using this potential in your company – start now and use your CRM data to represent the customer journey!
4.) Data Science & Machine Learning
The trend is towards data-driven marketing – in 2020 more than ever before. These include, for example:
Cloud solutions to achieve marketing goals, these enable and facilitate the handling of large amounts of data. This makes it possible to rely more heavily on machine learning and predictive analysis in marketing – true to the motto: “data” instead of gut feeling.
In the new year, a lot will be about the question: How can I best use the new technologies for my business model, e.g. an e-commerce or online shop?
However, due to the processing of large amounts of data, data privacy and data protection are becoming increasingly relevant.
5.) Data protection/privacy
Marketing decisions should be made based on data and more and more often when we talk about data analysis we are talking about big data, i.e. large amounts of data. Of course, these technological possibilities also bring with them responsibility. That’s why the topic of data protection & Privacy will remain important in 2020.
We see two “trends” here for the new year. On the one hand, opt-in optimization is becoming increasingly important for companies because user consent is required for marketing activities and web analysis. It’s about finding out how the approval rate of website visitors can be increased, for example through A/B testing.
In addition, it has been clear since the ECJ’s recent “cookie rulings” at the latest: Internet users must actively consent to the storage of cookies when visiting websites; the preset consent to store the data is inadmissible. The trend is towards a granular list of settings. This is only possible with a so-calledConsent Management Platform, so it’s likely that CMPs will become more important than ever in the new year.
Structured data collection and data use will continue to lay the foundation for successful digital campaigns in 2020.The first step is recognizing the unused potential, the second is the professional strategy and implementation.
A 2018 joint study by Google and the Boston Consulting Group (BCG) found that only 2% of companies are using the full potential of their data and technology. Even if you already have the appropriate tools in-house, there is often still room for improvement when it comes to implementation. Many people don’t even know what is actually possible with existing systems. Advertisers who recognize the potential here and work on a holistic data concept will have significant competitive advantages this year. The digital development of your own company can be donehereeasy to determine.
