2018 is winding down and it has been a very eventful year in the world of technology. As a result, there are many changes and trends that will emerge in the world of Digital Marketing in 2019. In today’s post we are going to discuss the top trends you should take notice of in the coming year and how to take advantage of all that technology has to offer in order to improve your the way you market to your customers. Whether you are a brick and mortar business or an e-commerce business it has been well established that digital marketing can be a tremendous help in increasing business, gaining exposure to new customers.
Search has always been powerful, but with the advent of new technology such as Amazon Alexa, Google Assistant, and Siri, the way we use search has changed forever. According to BeMedia, “It is estimated by Klick that by the year 2020, 30% of the web browsing will be done without touching the screen.” Smart devices and voice search allows a user to feel like they have a personal assistant while accomplishing day to day tasks. As our lives get easier with search, our searches will inevitably increase. According to Single Grain, “39 million Americans use smart speakers and 65% of them say they wouldn’t want to go back to life without their voice-controlled assistant.” What does this mean for marketers? It will mean more work on personalizing the approach marketers make to their customer’ s SEO needs. This is because unlike typed search, voice search garners fewer results with more specificity. Making your customers relevant in search will mean an improvement in SEO strategy. Basically, this means that keywords that work for typed search are most likely not going to work for voice. According to solutionbuilt, “Did you know, if you’re optimized for Google, you’re also optimized for Siri? (Alexa uses Bing results.) Google wants to know the intent behind a user to make sure they give them the best answer to their problem/inquiry.”
AI Technology and Chatbots
Although still new, artificial intelligence is another rapidly growing technology that will soon be a huge asset to the world of digital marketing. It offers benefits that humans can not. Not only does AI operate faster at answering queries than the human mind can ever imagine, but they are also starting to adapt human traits. AI chatbots have personalities, unique voices, and are even developing a sense of humor. Furthermore, they can also gather important data about each user throughout the conversation. This is essential information that marketers can utilize down the line to tailor their strategy for a specific customer looking to reach a specific audience. According to BeMedia, “By the end of this year, IBM predicts chatbots are expected to power 85% of all customer service interactions.” Facebook messenger is still one of the most popular ways to use chatbots for marketing to increase engagement. Businesses can also use Whatsapp, Kik, and Wechat to reach out to customers along their purchasing journey.
Video has exploded in the last year, becoming a major competitor with television. Due to this growth, there will be a huge increase in video marketing for 2019. According to socialreport, “Research shows that internet will catch up to television in 2019 in terms of hours watched. According to the study, people will spend 2.6 hours a day online and 2.7 hours a day watching the tube in 2019. 45 minutes of an average person’s internet time will be spent watching mobile video.” Furthermore, these videos don’t need to be high quality, this generation of viewers admires the authenticity that comes with whipping out an iPhone and snapping a quick video. These videos can capture company culture, how to videos and even live videos. Going further video will evolve in a few ways in 2019. The first video will need to be created with a certain amount of personalization. Personalization for video will involve who you are targeting, their customer persona, and creating videos that make a potential customer feel like you are speaking to them specifically. Immersion in video will be more prevalent in 2019, as well. Video immersion will involve using features like 360-degree videos through Facebook to give a consumer the feeling that they are in the location you are marketing for or using the product you are trying to sell. This tactic will be great for travel and hotel websites who want to give a sneak peek to what a user’s stay will feel like. The third aspect of video to be on the lookout for in 2019 will be storytelling. Giving people a story they can remember your business by will give you the opportunity to stand out in the marketplace. This can separate you from the millions of brands in the average person’s feed all day.
Virtual and Augmented Reality
Virtual reality is changing the way marketers can speak with their consumers, increasing brand awareness and brand engagement. The trend of marketing through the world of virtual reality will continue to grow in 2019. The virtual world can give customers a preview of a product, the way it works and experiences the ways it benefits them. According to Voluum blog, “As 93% of consumers consider visuals to be the key deciding factor in a purchasing decision (Kissmetrics), visual search engines are bound to revolutionize the retail industry.” That is almost 100% of people who can go from potential customer to actual customer simply due to the involvement of this new technology.
Social Media Integration
In 2018 social media marketing has had a significant impact on the way digital marketers help their customers. In 2019 it will be bigger than ever! Right now the biggest trends in social media marketing are automated posting, video and the use of influencers. As 2019 rolls around, there will be more integration of social channels and a stronger importance of generating leads from each channel. Repurposing content across platforms will become essential and as we stated earlier video will be important. Social media video will be important for spreading brand messaging as well, due to the growth of Instagram video, and Youtube. User-generated content is also a huge asset of social media marketing that will continue in 2019. Marketers will be able to use Youtube created customer reviews of their product as a method of promotion. This type of influencer marketing will continue to be a low cost and effective way to get out to the masses. As for platforms like Instagram, this will be the game changer of 2019. Instagram will continue to grow as a digital marketing platform because it accomplishes so many tasks in one easy to use app. According to AdWeek, “It has the capacity to drive great engagement and better-than-average return on investment for a marketer, brand or agency.” Going further, Instagram has one of the biggest audiences to access and has now taken over Snapchat’s audience, meaning more exposure at a low cost. Another growing portion of social media marketing will be a more widespread use of stories.
Google Ads will continue to be a driving force in the digital marketing space. As the most popular search engine in the world, Google is a leader in the advertising space. With the integration of new smart display campaigns, advertisers will be able to create ads that will reach people throughout their buying journey.
In 2019 the development and sophistication of technology will only continue to help people in their digital marketing efforts. If you integrate some of these new updates into your digital marketing efforts, your business will stay relevant and continue to gain the exposure you need for success.