15 Statistics To Influence Your 2020 Marketing Strategy
With 2020 right around the corner, now is the perfect time to reflect on what has and has not worked for you this year. Not only are we about to enter a new year, we are heading into a new decade (yeah- let that sink in for a minute). Is it time for a refresh of your marketing strategy?
Let’s make that a little more concrete. Your strategy is likely in need of a refresh- all of ours are. The marketing world changes every day, and you have to keep up in order to stay relevant and connected with your audience. It’s crucial work, but it isn’t always easy work.
To make your job a bit easier, here are some statistics that can help guide and influence your new strategy for 2020. From what’s trending with social media, to overall user behavior, content marketing trends, and more, this is what you need to know.
Here are 15 statistics to influence your 2020 marketing strategy.
1. Content containing images receive 94% more views. (Source: Jeff Bullas)
Having high quality, unique visuals will make all the difference in your content marketing efforts. From blog post images, to social graphics, and more, you need to focus a lot of your attention on the visual component of your content. Think about using a tool like Canva to create custom images, especially for social media. For blog posts? Taking your own images is always best, but if you need to rely on some stock images, there are plenty of free resources like Unsplash to consider.
2. Only 32% of marketers think the industry is succeeding in delivering truly personalized experiences. (Source: G2)
A majority of you all think that marketers are missing the mark when it comes to personalization. This is a problem, as personalization remains one of the top trends and directions that the marketing world is going towards. Thankfully, there are tools out there that can help you get on track when it comes to personalization (check out this list for some great options). In 2020, focus on really nailing your personalization.
3. 63% of consumers responded that they would think more positively about a brand that gave them content that was more valuable, interesting, or relevant. (Source: Instapage)
If your content is not valuable or interesting to your audience, you are in trouble. There is far too much content out there today, and as a result, you cannot get by with average content. Make sure you have an understanding of who your target audience is, as well as what their pain points are. Keep things relevant by targeting certain segments of your audience with specific content that they will most likely be interested in. We also recommended developing content all along the buyer’s journey.
4. 80% of marketers list their lead generation efforts as only slightly or somewhat effective. (Source: BrightTalk)
Only 16% of marketers are totally satisfied with their lead generation efforts. That means most of you have some room for improvement- and 2020 is the year to do it. Lead generation is incredibly important. This year, focus on not just increasing your volume of leads, but your lead quality. If you get a ton of people to go to your landing page, but few or none of them end up converting, you’ve got work to do.
5. Omnichannel marketing campaigns result in 90% higher customer retention rates. (Source: ClickZ)
Generating new leads is important, but so is customer retention. Boost your retention rate by developing a more omnichannel experience for your audience. The customer experience should be seamless and unified across all platforms your brand is on- including social media, on site, email, web push, and more.
1. Instagram is the fastest growing social media platform, adding 38 million new active users from 2018-2019. (Source: DataReportal)
In short, if you haven’t explored Instagram for your business, you are missing out. Make 2020 the year you get serious about your Instagram strategy. It may not currently be the largest social media platform, but it is well on its way.
2. Instagram has globally rolled out private like counts (Source: Instagram)
This isn’t exactly a statistic, but it’s an important update that will impact Instagram in 2020 and beyond. Total likes used to be a major signal for how well a page was performing. Now, that may be going away. You will still be able to see how many likes a post gets, but your audience may not. The key takeaway here? Focus on creating content that is engaging and that your audience will truly like. Move away from focusing on the vanity metrics and start crafting content that your audience will enjoy- and that will spur them to take action.
3. 62% of Instagram users say that they have become more interested in a product or brand after seeing it in an Instagram Story. (Source: Instagram)
One more quick Instagram statistic- don’t focus all of your energy on your Instagram feed. Instagram Stories have become incredibly popular and are a great way that users learn more about products and brands. You should craft a distinct Instagram Story strategy that focuses on more informal content that delivers a lot of value. Show off behind the scenes of your brand, tease new products, show them in action, share UGC, and more. Here’s a great Instagram Stories guide you should bookmark for 2020.
4. 80.4% of referral traffic from social media to ecommerce websites comes from Facebook. (Source: Statista)
While Instagram is a rising star, Facebook is still an important player that shouldn’t be ignored. Keep in mind that, given the nature of the platforms, Facebook makes it easier to share links and generate traffic. With Instagram, you can’t include links in organic posts in your feed, and you can only include links in your Stories if you have at least 10,000 followers. A lot of referral traffic still comes from Facebook, so make sure it is still a key part of your 2020 social media strategy.
5. 90.4% of Millennials, 77.5% of Generation X, and 48.2% of Boomers are active on social media. (Source: eMarketer)
If you feel like your brand may not be a fit for social media given your target demographic, think again. While Millennials may be most active on social, all age groups are trending in that direction. These numbers are only going to continue to rise, so be sure you are present here as well.
Years ago, personalization was considered ‘creepy.’ Not anymore. People are coming to expect personalization when it comes to their digital experience, as it provides a better, more relevant experience for them. Don’t worry about freaking out your audience- they want a tailored experience. Give it to them.
2. Marketing campaigns lacking relevance have an 83% lower response rate. (Source: Monetate)
Need more proof when it comes to personalization and relevancy? Campaigns without it have an 83% lower response rate. That’s significant. Make sure your 2020 marketing strategy focuses on providing a relevant, personalized experience for all of your customers. Is that more difficult to achieve? Yes, we won’t lie to you. However, it is absolutely worth it, and more so than that, becoming necessary in order to be successful.
3. By 2020, 51% of consumers expect companies to anticipate their needs and make relevant suggestions before they make contact. (Source: Instapage)
By next year, over half of consumers are going to expect a relevant experience with the brands they discover. This is important, as relevancy is no longer just a cool suggestion, it is becoming a requirement. The sooner you can get on board, the better off you will be as this number only continues to rise and consumers come to expect more and more. If you aren’t providing them with the experience they want, they will leave and find a brand who will.
4. Brands that give users more control over their personal data can expect a 40% reduced customer churn rate. (Source: Gartner, Inc.)
Concerns about privacy are at an all time high, and with good reason. As a result, brands that are clear about what data they collect, and how they use it, will be rewarded with lower customer churn rates. Customers want to shop with brands that are respectful of their personal information, so make sure you are doing things the right way. We updated our platform, for example, with the release of GDPR.
5. By 2023, chatbots are projected to drive $112 billion in sales. (Source: Mobile Marketer via Juniper Research)
Here’s a two-for-one stat to leave you with. Chatbots– people love them, and they work! They are expected to drive $112 billion in sales by 2023. By next year, 80% of businesses want one. You should, too. Both brands and consumers love chatbots because of how convenient they are. For brands, you don’t have to worry about hiring a support team to be available 24/7. For consumers, you can get quick answers to questions. More sophisticated chatbots can even offer upsells, pull up consumer information, or process orders. Chatbots are not a passing trend, so be sure you get your own in 2020 if you don’t have one already!
2020 is right around the corner, and hopefully you have already started on your marketing strategy. These statistics to influence your 2020 marketing strategy should help you fine tune your content marketing efforts, social media strategy, and more. By taking the time now to understand where the industry is heading, as well as what consumers are expecting, you will be well prepared for the year ahead.
Are web push notifications on your list for 2020? If you want to give them a try, you can get started for free with Aimtell. If you need more information, you can always check out our Beginner’s Guide.