The influence of digital marketing techniques and technologies is impossible to ignore when it comes to gauging marketing trends, regardless of any year or era you speak of, and it will not change either while talking about marketing trends 2020. The advancement in the field of digital tools shows that there is a lot that marketers can achieve by exploiting opportunities as presented by social media, email, search engine marketing, advertising, and so on. For instance, some experts point out that how Google and Facebook paid ads had monopolized the entire online marketing scene in the previous year and why large businesses, in particular, need to use offline media buys too to gain an edge in the fierce competition.

Anyway, digital marketing consists of many aspects that ultimately decide the journey of your brand. So, let’s first have a look at them before proceeding to the marketing tools that can come in handy for different purposes.

Marketing trends

Lifecycle marketing: Whether or not you focus on the funnel, you need to create awareness among people about your business, followed by generating leads and identifying prospects. At the same time, you can also use it for customer retention. For all this, however, you will have to take a unified digital marketing approach in which communication is going to play a vital role. Your message should be customer-centric; it should be relatable for them. To cover all the areas, you can resort to marketing automation and account-based technologies.

Conversation marketing: Conversational marketing technologies haven’t yet assumed a mainstream status, but they are getting significant attention for driving interactions between brands and customers through the use of personal dialogues. This type of marketing brings in a personal touch. That’s why perhaps it makes more sense to use this method in web, email, and mobile marketing.

MarTech: Also referred to as marketing technology, it stands for the use of software services to help businesses manage their digital media strategies with experiences and data. If you use the right combination of marketing and technology, you can leave your competitors behind. And if you don’t improve your game in this area, your rivals can gain an edge and defeat you.

Insight-driven marketing: Data is a critical factor in business growth and optimization. Hence, marketers tend to focus on analytics and data more. Even surveys also show that those who take a data-centric approach tend to be 23 times more powerful than others when it comes to acquiring customers and nine times more likely to win their loyalty. In this context, having a presence in the customer communities can come to your advantage as you would know their choices and how to deliver them your products and services.

Digital transformation: Integrating digital technology in all the areas of business has to be the goal. Most companies suffer as they don’t take a unified approach to test, optimize, and strategize. As a consequence, even teams operate in isolation. To overcome this challenge this year, you have to build a digital transformation program. You need to combine digital activities with brand and product marketing to have an advantage.

Privacy and KYC: Data leaks from Facebook and Google have revealed the vulnerability of the user data. To put a check on this, privacy rules, such as GDPR, came into effect. As a company, it is your duty too to protect your customer’s information. Some people might say that CIOs and CFOs have to worry about it more than CMOS. But everyone has to work in coherence towards this so that security breaches don’t happen, and customers can relax. In this context, it deserves a mention that traditional methods of know-your-customer, such as the use of cookies, are gradually losing steam. So, it’s better to pay heed to the newer technologies that can take care of the part that cookies used to do.

Digital marketing tools

Whether you are a startup or an enterprise business, you cannot afford to ignore the importance of the internet when it comes to growth, competition, and success. Some digital platforms can help you get ahead in these areas hassle-free. So, let’s have a quick look at them.

Google Analytics and Kissmetrics (Web Analytics Tools)

Google Analytics is a free platform that gives you an insight into traffic and user engagement so that you can determine how to track conversions. It means you can integrate this with your website to record and analyze engagement in real-time. After all, it can solve all your queries related to the marketing campaign. With this tool, you can also use Google Tag Manager and Google AdWords Keyword Planner.

Other than that, there is a comprehensive web analytics platform called Kissmetrics. It gives you useful insights about user behavior on your website by allowing you to explore, categorize, and interact with them. Since it helps with audience segmentation, you know how to engage your users better. You can also use this platform for email marketing. As such, it can come in handy for you to track a buyer’s journey right till the conversion. You can take its help in conversions, sales, and revenue.

A reputable agency, such as, can guide you on the best suitable type of web analytics tool for your needs. If you can’t determine whether you need these or something else, hire a digital marketing company and follow its suggestions.

MailChimp (Email Marketing Tool)

Both small and large enterprises use this tool for creating and automating email campaigns. You can trust it for its reports. Plus, it can tell you everything about your subscribers and their quality. If you are a small brand, you will be happy to know that you don’t have to pay anything for it until you reach the level of 12,000 monthly emails and 2000 subscriptions. The package is upgradable for a nominal price.

Another benefit of this platform is its easy integration with WordPress, Magento, and others. It also has email templates, simple tracking solutions, audience segmentation, and analytics facilities. You can use these features to send emails on a particular time to your user based on his or her location.

Since nearly 99% of customers read their emails regularly, you cannot afford to give this tool a miss irrespective of the size of your business. It can be a potent weapon in your marketing arsenal.

SEMrush (SEO Tool)

If you are looking for a full-scale search engine optimization platform, then SEMrush is perhaps the right choice. It takes care of content marketing, social media, and many more. From new learners to experienced digital marketers, everyone can use it to improve their page ranks. Plus, it can give away a lot of information related to competitors, whether it concerns keywords, categorization, backlinks, domain strength, the status of the ranking, and beyond. Besides, you can also audit your content and find out backlinking options for it.

WordPress (Content Marketing Tool)

When it comes to a content management system, WordPress takes the cake. The digital marketing tool witnessed about 4% rise in its use in 2019 from 2018. Today, almost 34% of websites run on this platform, which is nothing less than a remarkable phenomenon for something that has started its journey as a blogging tool and became an epitome of versatility over time. Many billion-dollar businesses use this publishing tool, of which CNN, USA Today, and Microsoft are just a few examples. What makes this platform so useful is its features, multimedia support, etc.

You may ask why to choose this tool when there are other CMS tools as well. Well, one of the best reasons for its adoption can be its user-friendly designs that allow you to build your site without having a coding and programming know-how. Plugins and themes are also easy to update within a few clicks. At the same time, it offers incredible SEO support for both desktop and mobile versions.

Hootsuite (Social Media Marketing Tool)

Social media forms an integral part of the digital marketing campaign. Hence, having accounts on Twitter, Instagram, Facebook, Pinterest, and others is quite logical. To manage these accounts regularly, you need a tool like Hootsuite. It can handle all of them from one place. However, you may need to make yourself comfortable with this tool. If you don’t have time or internal resources, you can turn to a digital agency for help. Any experienced company will know how to deal with it.

Anyway, this tool can create and post content, monitor comments, mentions, and replies in one place, and give helpful insights while also assigning work to other team members. To use this tool to its maximum capacity, you can subscribe to its features for a small price.

Slack (Project Management and Coordination Tool)

In today’s time, everything has become pretty dynamic and fast-paced. Hence, when it comes to digital marketing, you know rapid communication is the key to success. Slack is a simple interface that allows quick message and data sharing. You can use it to increase productivity, sales, design, project and office management, and much more.

These are only s few examples. The market has many more options to meet the different needs of its users. If you are keen on getting success, then give digital marketing tools a chance. And if you can’t handle them, get in touch with an experienced digital agency for assistance.

Trudy is a Business Tech Analyst. He is very responsible towards his job. He loves to share his knowledge and experience with his friends and colleagues.