With 2019 winding down, it’s time to reflect on the year’s wins and shortcomings, and consider how we can improve in the future—both personally and professionally. For many digital marketers, the challenge remains the same: integrating their tech stack and utilizing the data available to them, so they can create scalable strategies that drive ROI. Which is why every digital marketer should have these resolutions on their list for 2020.
1. Don’t build another boring display ad
With recent advances in the programmatic space, there’s simply no reason to be putting out static display ads in 2020. Interactive formats drive higher engagement, click-through rates, and up to 124% better brand recall than standard display and video. Why limit both your creative potential and data collection abilities?
2. Take your video strategy to the next level
Video is a huge source of inspiration for shoppers, according to Google and IPSOS, and if you add an interactive layer, like informational hotspots or shoppable products, you can use it to engage your audience at any stage of the funnel. It’s also expected to account for more than 80 percent of U.S. internet traffic, if you haven’t already made video a key part of your marketing strategy, it should definitely be a priority in 2020.
3. Create better experiences for your customers
Tailored engagement that make your audience feel like more than a number are key to winning their business. If creating personalized experiences at scale sounds daunting, consider this: points one and two are all you really need to worry about. Interactive creative gives you the opportunity to collect first-party data that reveals more about your audience’s interest in specific products, features, and buying motivators which will make it easier to serve personalized creative and improve your ROAS.
4. Stop relying on third-party data
Too many marketers have been relying on third-party data to scale their campaigns, which can eat-up time cleaning less-than-perfect data sets—time that could be better spent gleaning insights. Leverage chatbots, form fills, or shoppable products in your programmatic campaigns to collect meaningful first party data to action on. The third-party cookie continues to crumble, so there’s no time left to waste.
5. Make the most of the first-party data you do have
Marketers who are willing to find platforms to aggregate and standardize every data source, or re-organize teams to make it easier to action on data are the ones that will come out on top. According to McKinsey & Company, data driven organizations are 23 times more likely to acquire customers and nine times more likely to retain those customers—so don’t let your data go to waste in 2020.