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Author Market atmosphere Staff based on Brian Solis Promotion meeting The “11 Digital Trends Shaping CX and Marketing in 2020” at Brand Innovators CES can be found on SlideShare. Embed the presentation below…
Times, tastes and trends are always changing. We live in an era of digital Darwinism, the evolution of technology and markets, and their impact on norms and behavior. In order to compete better, we need to see the world through the eyes of our customers. This is why I believe that when we make “customer experience” our top priority, we should change our perspective, add “‘”, and explore solutions and innovations from “customer experience”.
Emotional cost
In addition to all other aspects of daily activities, customers also lead extremely demanding online lives. People don’t even realize this, they feel more and more pressure to keep up, consume and share content. They unknowingly compare themselves with everything and everyone. Trying to balance all the cognitive burdens can produce undiagnosed anxiety and stress. Add to that all the polarization in social media and the exhausting news cycle fighting for our attention and emotions. This is the general mentality and how customers feel about decision-making. It affects their emotions and the resulting experience and journey.
the truth
We live in an era of “post-truth”, but truth is something we all need to feel safe and guided. The trust economy is here again. Customer authenticity requires every brand to become a data-centric (and human) organization. The execution must be personal and value-added, and pay attention to the “creepy” route. Customers need to feel their authenticity through the various ways you interact with them. The irony is that artificial intelligence can make participation humane, not just simply automated. This is an era of becoming human, even through technology.
Every company must become an understanding, people-oriented data company. CX and marketing innovation must prioritize cross-functional organizational collaboration. If this is not done, assembling the part of the truth from 360 customers will be incomplete and elusive.
I shared the trends (and hopes) I want brand executives to embrace in the new year
Trend 1: The role of search is more important than ever
Position zero in the search is a new holy grail, but it is not the only window of discoverability. The key is to be discovered through a targeted context and platform… and then guide a personalized journey to achieve the next step they need. Think of voice (Google Home, Alexa), AR (Google Lens), Amazon, and Youtube.
Trend 2: Ignite Moments becomes an important touch point and “embrace” at critical moments
Marketers have a direct opportunity to become the light that customers desire. Marketers who create a fruitful and satisfying customer journey, prioritizing customer authenticity and active participation, will build trust and meaningful long-term relationships. #IgniteMoment
Trend 3: Native UX and UI and the customer journey are now key tasks in the customer experience
The next-generation CX must be designed as a native experience for emerging voice, mixed reality, and 5G platforms. The future is about discoverability. You must appear in a way that is related to the customer’s moment, intent, and device. This is the background of participation. From there, the focused and personalized experience, how you speak, what you show, and what you say becomes the difference that makes you different. However, if you do not show up in the right way, at the right time, and on the right device, then you are in a non-competitive state by default in the customer journey. There is no discoverability, no matter whether it is text, voice or visual, it cannot be considered.
Trend 4: 5G provides a new canvas for experience design and analysis
5G opens up new opportunities to design richer, more immersive and personalized customer experiences. At the back end, 5G transmits more data than marketers prepare to analyze and execute.
Trend 5: Artificial intelligence and machine learning provide the ability to prioritize “humanization”
Artificial intelligence and machine learning can identify customer behavior patterns and provide power for real-time and even predictive analysis, but when we point in the right direction, we can begin to recognize patterns of human nature and deliver more meaningful wishes.
Trend 6: The future of connected TV marketing/advertising is unwritten
The future of TV advertising is a new ecosystem of planning, purchasing, distribution, performance/impact and measurement. It can be tailored to the desired family and audience. Advertising ideas and placements are data-driven to more effectively connect with distracting audiences in new formats.
Trend 7: Location intelligence unlocks geospatial data to enhance understanding, insight, decision-making and prediction capabilities
This is the next level of real-time customer experience. LI adds multiple layers of data, including demographics, traffic, and weather patterns to understand location behavior, and then predict and optimize physical experiences, namely events, travel, hotels, and retail.
Trend 8: AI empathy + ethics dominate marketing/CX
Innovation, empathy and AI ethics have become the differentiating factors of #DDN (Data Driven Network). Prioritize human experience.
Using clean data, getting rid of traditional prejudices and accepting a growth mindset will bring about a personalized and innovative experience, and more accurately predict what will happen next.
Trend 9: Brands will take a stance on social media and environmental advertising in games
Programmatic advertising places the brand in a toxic and unsafe (but popular) environment that affects the user experience (especially youth). As long as a brand appears, it is “guilty of association”. Brands must unite and persuade platforms to adopt AI-driven audits to protect the community and brand experience.
Trend 10: Moving from growth and vanity indicators to CLV
Prioritizing retention, loyalty, and publicity helps brands measure factors that are important to customers.
These efforts become the backbone of the brand experience. Growth and CLV are the result.
Trend 11: The experience style guide will complement the brand style guide
Customer experience requires style guides as standards of excellence, emotion and results, that is, the “experience” at each touch point and throughout the journey.
Experience innovation is a differentiating factor. When innovation is successful, customers will win.
There are definitely more than 11 trends to follow, but in the context of this conversation, I focus on the convergence of artificial intelligence, customer empathy, digital interference and intent, and technologies that connect points with native end-to-end experiences.
