Inbound Marketing is no longer a new concept for those of us who work in Marketing. With Inbound, you can attract, convert and retain potential customers. Therefore, the Inbound Marketing It is one of the most effective marketing strategies when it comes to retaining and generating loyal customers in the business.

But what will Inbound Marketing look like in 2020? And what new and exciting opportunities are on the way? Below I will share 3 aspects that I hope will be of great importance this year 2020. And if you haven't started applying them yet, now is the time to carry them out.

Automation is king

There is no doubt that Marketing Automation is an important tool for achieving more efficiency and results, freeing up working time and improving the user experience. Whether you are working with internal automations (sending notifications with users, database education or scoring potential customers) or external (for example: email marketing campaigns, the abandoned shopping cart, etc.), there is still a lot of juice to get out of in 2020.

More and more automation systems have started working with Artificial Intelligence and they endure, among other things, the predictive delivery - where emails are automatically launched at the perfect time, when the recipient is most likely to open or click. This allows us to seriously take Marketing Automation to the next level.

Automation also involves better use of Chatbots in 2020. Many platforms have built-in conversation tools that you can use to automate answering questions from potential customers on the web. Using chatbots, you can significantly improve the user experience by offering your customers answers in real time. And as an added value, you can save yourself a lot of time by automating the dialogue - both before, during and after the consultation.

Hypersegmentation is another buzzword in marketing automation that should be made even more widely known in 2020. Segmentation has been a hot topic in recent years, but as our database improves and the intelligence in automation systems grows, it gives you the opportunity to go even deeper. This is where hypersegmentation comes into play. The combination of AI (Artificial Intelligence) with automation offers you the opportunity to integrate demographic variables, behavior patterns and behavior into a higher unit. In a fully automatic way, you can create micro segments and communicate in an ultra personal way with very small audiences. You can even begin to predict a user's behavior or preferences before they show specific behavior. It provides a personalized experience and helps increase the level of satisfaction and loyalty of your customers.

Engage your customers and collect data through gamification

Much of Inbound Marketing is based on quality content. Therefore, it is also worth taking a look at the crystal ball to find out what that content is for this 2020. And here's one trend in particular that I want to highlight, interactive content. Interactive content can be anything from quick surveys to tests, contests, or other forms of play. The goal is to make your users interact with your content instead of passively consuming it. And why? You could ask yourself... The answer is simple: human beings love to compete, test and compare ourselves to others.

One of the great benefits is a greater commitment to your content and new opportunities to enrich the data with more information about the target audience. Without the user feeling that it is a “bitter obligation” to give you this data. In fact, the studies show that 90% of users want more visual and interactive content. So if you're not already working on interactive content or gamification, now's the time to roll up your sleeves and start experimenting.

Personalized product recommendation on all platforms

Product recommendations are here to stay. And while the recommendations aren't a “new trend” in 2020, it's a technology that will grow even more in the coming year. Especially if you work with ecommerce.

The more personal and engaging the recommendations are, the value will be much higher than you expected. The user experience also improves significantly when content and products are offered that fit the user's preferences. Product recommendations represent up to 31% of ecommerce revenues on the sites where they are implemented. In fact, several studies show that the average value of orders can increase to 369% when the user interacts with a recommendation.

But what will really be the newest thing in 2020? This year, it appears that more providers of product recommendation software will update their systems with built-in Customer Data Platforms (CDP). This makes it possible to collect ALL user data in the recommendation engine, and to use this valuable knowledge to serve a personalized cross-platform experience. 2020 will also be the year when you have an even better opportunity to let data-based recommendations follow the user beyond the web/email, in search engines and on social networks. Omnichannel Marketing looks good, right?

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