10 CUSTOMER EXPERIENCE TRENDS IN 2020: Studies by Temkin Group and Gartner reinforce that organizations with customer-centric business strategies are thriving, with more than 80% of these types of companies experiencing an increase in revenue in 2019. To orient your business to a customer-centric model in 2020, read HubSpot’s 10 customer experience trends. It might be high time to experiment with improving your business’ mobile experience, launching virtual assistants, and performing research to understand your customers’ expectations/needs.
Why you should care: Prospective students (like customers) need to be delighted, too. Programs that focus on providing prospective students with answers to their most pressing questions in a quick and convenient fashion are likely to establish more trust, loyalty, and brand recognition. This may require the launch of a chatbot, better mobile optimization efforts, and more market research on prospective students’ needs in 2020.
MARKETING MYTHS BUSTED THIS LAST YEAR: You may have once fallen victim to the myth that video is slow and expensive to produce, making it more trouble than it’s worth. The truth is that from just one video shoot, you can repurpose a-roll and b-roll footage to generate dozens of shorter videos or ads. How about the myth that the more data you have, the better? Yes, marketers should love data, but just because you can collect a data point doesn’t mean you should. When it comes to decision-making and sharing data with cross-departmental teams, reporting on 30+ data metrics makes the whole process convoluted. Stick to 5-6 key data points for reporting and make them a priority.
Why you should care: You see your programs’ main competitors leveraging more video on social media and in ads. Nowadays, a lack of budget can no longer be an excuse for not pushing out ample video content. Likewise, take the time in early in 2020 to examine the data you and your team collect. Reprioritize data that is truly essential to make key decisions.
HOUSE PRIVACY PROPOSAL TO CURB DATA COLLECTION: It’s no secret that Facebook and Google collect data by following us wherever we go on the internet. Now, drafted legislation in the House could limit how these tech giants collect, share, and handle our data. The legislation proposes stricter rules on companies who monitor a user’s web activity and require them to get permission to share their consumer data with others. It would also allow consumers to opt out of receiving ads from companies they already have relationships with.
Why you should care: Digital advertising has been a critical channel for enrollment marketers to attract and convert new prospective students. This proposed legislation would return the majority of the data collection and privacy power to internet users (prospective students). Collecting internet activity and behavior data helps keep ads relevant and timely, but this legislation could make it more difficult for Facebook and Google to service your ads in a contextually relevant way. For now, it’s a waiting game to see if the legislation passes.
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