Innovations are constantly changing our daily lives, from the way we work to the way we communicate with each other. For marketers who want their campaigns to be successful, it is crucial that they are ready for these rapid changes and are able to predict them.
As the New Year rolls in, digital marketing trends continue to evolve and here are some you are likely to see in the coming year.
1) A content distribution strategy
Creating good content won’t be enough in 2019. To succeed, you will need to share your content on the right channels where potential customers are likely to see it. In the upcoming year, brands will invest time not only in creating good content but also in strategies of how, where and when to distribute it.
2) More video content
In 2018, there was already an increase in video content. In 2019, the popularity of videos will continue to grow. If you are not yet producing any video content, now is a good time to start. Statistics show that 72% of businesses have improved their conversion rate through videos. It is expected that videos will become even more search friendly on YouTube, Facebook, Instagram, and LinkedIn.
In 2019, we are likely to see more:
- video demos
- personalized videos from brands
- live streaming videos
- 360-degree videos
3) Influencer marketing and referral programs will continue to grow
With the development of social media, people have begun to feel a sense of familiarity or even friendship with the stars and bloggers that they are subscribed to. It’s no secret that the more we know a person, the more we trust them. According to Nielsen’s global advertising report, consumers today place more value on word-of-mouth marketing than traditional ads. Companies are now starting to explore the benefits of strong social proof as well as develop a long-term positive relationship with the customers. In 2019, to promote the values of their brand, businesses will invest more in influencer marketing and referral programs. Brands will rely on their customers, employees and authentic influencers to spread the word about their company and to connect with prospective customers. The great example is how Motorola have used YouTube influencers to launch the Moto Z Family and Moto Mods.
4) More mobile users and micro-moment marketing
The average American spends 3.5 hours a day on their mobile phone. This number is expected to grow in the coming years. For us, as marketers, it means we need to target our campaigns on mobile devices. The problem is that every minute, mobile users are bombarded with tons of content that pops-up from different screens. In such circumstances, they cannot keep their attention and tend to move away quickly. Buying decisions happen quickly in micro-moments and we need to consider that when creating our digital marketing campaigns. In 2019, the focus will be on effective Micro-moment marketing strategies that will produce clear and memorable messages.
5) AI is here to stay
While it is unlikely that AI will replace you as a digital marketer, it will definitely make your work easier. AI will help automate marketing, analyze complex data to understand buyer behavior, personalize marketing messages and deliver great customer service. The possibilities of AI are endless and this is only the beginning.
6) Rise of chatbots
It is impossible to deny that in the near future, chatbots will be indispensable assistants to every company. According to an Oracle study, 80 percent of businesses already use or plan to implement chatbots by 2020. Chatbots will continue to develop and in 2019, they will help businesses communicate with their customers faster and more effectively to deliver better customer service.
7) Voice messages as a new tool in e-commerce
As per ComScore, by 2020, 50 % of all searches will be voice searches. Today with devices like Amazon Echo you can check the weather or even order pizza. In the future, AI like Siri or Alexa will be playing bigger and bigger roles in our lives, and therefore marketers will have to create a new type of device-based content. At the start of 2019, there will already be over 67 million voice-assisted devices in the U.S alone. It would be smart to use the opportunity this opens for our digital marketing content.
Every customer is unique. Making the customer feel they are treated specially is the key to success. The upcoming year will be one of personalization on customer-focused needs. Luckily, we now have AI that makes delivering personalized marketing messages more effective and easier. In 2019, AI-powered analytics will be used by brands to anticipate customer needs and help personalize content, emails, and offers.
9) More integrated digital marketing efforts
In 2019, the need to engage your customers across different online platforms will continue to grow. As an average person uses several apps, search engines and social media platforms, businesses will focus on integrated marketing solutions to optimize customer lifetime value.
10) More Augmented Reality
Virtual and augmented reality are very popular right now, especially in the marketing and advertising worlds. While VR will continue to develop in the upcoming year, AR will definitely be a trend in 2019. Brands will integrate AR in their marketing campaigns to engage with their target audience to make their experience even more interesting. In 2019, AR will be one of the central strategies to develop brand awareness. For example, in London Pepsi uses AR advertisement to engage with its customers at a bus shelter! AR opens a whole new creative world of digital marketing. We are excited, are you?
11) Integration of social media with other services
Let’s be honest: most of us cannot go a day without checking our social media pages. However social media is not just for cute cat videos and texting with friends, it is a platform our prospective buyers turn to when it comes to getting information about the brand and its special offers. It is expected that in 2019 brands will invest even more in social media marketing. The great news is that Facebook will continue to allow integrating their services with third-party applications. This will make it easy for new users to sign up to websites and apps.
With the fact that we spend more and more time on the internet, the digital marketing industry will continue to grow. In general, marketing strategies in 2019 will focus on the integrating, and engaging in unique customer experience. However, as always, success will come to those who stand out with their values and innovate quickly.