The document discusses 5 technological advancements that will be important for marketing in 2020: 1) voice search optimization, 2) omnichannel marketing, 3) marketing automation software, 4) chat bot communication, and 5) video marketing. It notes that digital marketing spending has grown tremendously in recent years and will continue growing. These technologies can help companies improve customer experience, lead management, and increase sales.

1. The Future of Marketing
5 Must -Have Technological Advancements for 2020
With every passing year, the rules of the market are being changed. To begin with, the concept of
Digital Marketing has taken over and it shows no indication to slow down anytime soon. Based on the
latest research, only in the United States $203 Billion are spent on digital marketing in 2018. Similar
is the case in China with $195Billion and Japan $183 Billion. The forecast for 2022 is these figures to
continue to grow even further, introducing the East as a major player. In addition, The spending on
Digital Marketing Software is expected to grow from $37.48bn in 2017 to $74.96bn by 2022.
There is an increasing need for more efficient communication and more productive lead management
and nurturing systems. This demand shapes the billion-dollar market of Digital Marketing to be one of
the most fast-growing. Here are the main trends to be alert about for the upcoming 2020:
1. Voice Search Optimization

2. According to the latest data available, 20% of the searches are made through Voice Search and the
figures surpass 70% when it comes to the age group of 18-29.
In order to become more efficient in Voice Search SEO, there are few aspects to consider. First, it is
important to understand that the voice search success depends not only on specific key words but
rather on a pattern of questions asked. These questions might touch on locations, deals and
promotions, so good optimization planning would include these details Furthermore, any
improvements should aim to capture the customer’s whole journey. They should ensure the presence
of questions reflecting different stages of customers’ experience. An example has been given by Benu
Aggarwa, grouping the stages into Informational intent (guides, how-tos, etc.), Navigational intent,
Transactional intent. Identifying these patterns, would be crucial to understanding how to work
around a professional website so that it will appear in voice searches.
2. Omnichannel Marketing:
To a give more in-depth perception of this phenomenon, it is worth clarifying its meaning.
Omnichannel marketing ensures that a client can connect seamlessly with a company on different
channels without noticing any significant change of the brand’s identity. Essentially, it is the art of
encompassing a customer’s journey within the company’s borders.

3. In order to understand omnichannel experience, let’s take an example of Disney. The journey begins
with a mobile responsive website, then the company introduces, also, a hotel booking functionality
that works on all devices. Furthermore, the customer is redirected to My Disney Experience tool that
allows you to plan all your trip – dinner reservations, Fast Pass purchase and so on. In addition, the
app allows you to find the location of any chosen attraction together with the estimated wait time.
Finally, the client can access the new Magic Band Program where he/she can use it as a room key,
pictures storage, food order etc.
If a company reaches a client on different levels as well as it ensures the clients’ comfort by providing
a closed buying cycle, there is no need for the customer to search any services outside of the company.
Hence, organically that will ensure an increase of sales.

4. 3. Marketing Automated Software
To begin with, marketing automated software’s main goal is to automated marketing actions. It gained
significant popularity over the years, and it is slowly becoming a necessity in any successful marketing
strategy. According to the “Social Media Today’s State of Marketing Automation Survey Report 2019”,
75% of marketers have already implemented some sort of marketing automation software within their
businesses.
Furthermore, Worldwide Marketing Automation Software Industry Report 2019 confirms that the
industry is said to accumulate $32.6 billion revenue by 2024 worldwide. Hence, it becomes evident
that the future of marketing lies in the adoption of machine learning and AI patterns to track a
prospect’s behavior. Such technology allows now far more advanced lead management and
nurturing.

5. Moreover, the future of marketing lies in the adoption of machine learning and AI patterns to track a
prospect’s behavior. Such technology allows now far more advanced lead management and nurturing.
The trend is, that it will become viral by December 2020. Indeed, according to Social Media Today’s
State of Marketing Automation Survey Report 2019, 72% of marketers believe a level of autorotation
is inevitable in the future. Furthermore, it is not enough for marketers to rely solely on demographics
any longer, they need specifics such as web history, buying preferences, pattern of behavior and other
details that at this point can be provided only by an advanced marketing automated software tool.
4. Chat Bot Communication
Chat bot is an AI technology created to mimic a real conversation in a natural language on different
communication channels. Based on a recent study by Juniper Networks, the implementation of such a
feature in a marketing strategy will increase sales, worldwide, to $112 billion, by 2023 annually.
In order to understand the benefits of implementing such a tool, it is necessary to observe, first, the
different possible ways of using it. To begin with, Chat bot is an innovative way to provide synthesized
information to the customers. Hence, clients will not lose time searching for responses or waiting to
speak with an agent and therefore, will feel happy with the company’s services.
Furthermore, the need for on board 24/7 customer support representatives diminishes. The process
is automated, hence more efficient, leading to costs reduction.

6. Moreover, another application of chat bot would be its heavily embedment in marketing. Many
marketers have created chat bots which connect with prospects and have conversation with leads on
different channels such as Facebook messenger etc. This approach has shown to have the significant
success as this technology is still new to many customers and hence, creates an interest in the
prospects.
In conclusion, already, about 70% of websites worldwide use automated chats to communicate but
most are limited and insufficient, which brings the urge of improvement. However, many software
companies are working now to create competitive AI based solutions and chat bots are expected to be
a must by 2020.
5. Video Marketing
Videos become central focus. The statistics show 83% of major corporations claim that video
marketing campaign have increased their conversion rate. Furthermore, another bright advantage is
the increase of organic traffic. Google likes videos, hence, a corporate website’s position in Google
Search will inevitably move forward. According to the team in Dream Grow, you’re 53 times more likely
show up first on Google if you have a video embedded on your website.
In conclusion, adoption of short videos to boost sales and improve popularity proves to be a successful
approach that will be a must in 2020.

7. Conclusion:
From Voice Search to Video Visualization, there is a sharp, increasing trend in the MarTech in recent
years. In terms of B2B sales, implementation of technology such as Marketing Automated Software for
lead nurturing becomes central. Furthermore, omnichannel marketing creates a closed cycle within
the company that gives unlimited possibilities for an increase in sales. Nevertheless, voice search and
videos are the focus for connecting on B2C and/or B2B level, as the studies confirm the importance of
their influence on customers. In conclusion, the market is evolving fast and the picture for 2020 in
terms of marketing gravitates to the heavy use of automation and digital tools to accomplish an
efficient strategy and consistent growth.