Whether you believe it or not, advertising and marketing have seen a paradigm shift in recent times, especially after the inception of digital technology. Gone are the days when you used to look for traditional marketing methodologies to promote your brand. I am not saying those techniques are irrelevant today, but a lot has changed, and digital marketing techniques are ruling the world nowadays.
Search engine optimization, social media marketing, pay per click, email marketing, and push notifications, mobile applications, voice assistants, artificial intelligence and other few digital marketing techniques have entirely revolutionized the way people promote and market. We are living in a world where you need to have a sharp eye on evolving digital marketing trends to have a competitive edge over your competitors. If you fail to do so, you are no longer in the game.
What are the promising trends that top-rated digital marketing agencies will opt for to rule the digital world in 2019? Well, 2019 has just begun and you need to evaluate and update your strategies to ensure that your brand fares well this year by reaching your target audience effectively and proficiently.
Let’s check out some of the digital marketing trends that have earned our attention in 2018 and will play a pivotal role in the digital marketing landscape in 2019.
AI and Machine Learning
Artificial intelligence is here to stay and for an extended period of time. One of the most breakthrough benefits of AI combined with machine learning is that it offers you a deep insight into user behavior and search patterns and shopping history and data from social media channels. With such massive data at your side, you can make customized offers to the users to gain their attention.
Not just that, with Chatbots, integrated into your website and mobile app, you can directly engage with the customers to assist. You can make offers and product recommendations based on their past buying patterns.
By incorporating other technologies such as Natural Language Processing and Predictive Analysis, you can boost your revenues to a significant extent by offering what customers are looking for. It has immense potential to change the way people shop.
Experts predict that the AI will emphasize more on offering personalized services to the users. Marketers would be able to provide customized products and services to the users as per the feedback provided to them. It would be a win-win situation for both of them.
AR & VR
Customers, nowadays, don’t just want good quality products and services, they want superior experience. They want to be engaged when it comes to brand communications and technologies such as Augmented Reality and Virtual Reality can assist you to achieve this objective.
You must have seen the use of virtual reality in the real estate industry where customers can time-travel through the residence or office which is yet to be built, with the help of the technology. It is new, a highly-appreciated technology that can give great gratification to the users.
IKEA, Nivea, Volkswagen, and Starbucks are few such examples that are using AR and VR technology to improve brand awareness and customer experience. As per the report by Statista, the total market for AR and VR will reach 209.2 billion by the end of 2022.
There are many innovative ways by which you can use AR and VR technology to improve brand recognition and customer buying experience. In 2019, we will see a wide range of uses of these technologies by brands to create real-life experiences for customers by adding a bit of emotion and astonishment.
First of all, we need to understand what programmatic advertising is. It merely means to eliminate human intervention from the process of ad buying. Here, a machine or software will buy ads instead of humans, hence, removing those negotiations and other hindrances.
There is a question- what is so good about programmatic advertising- the answer is efficiency. Yes, it is far more efficient and time-saving than human-made ad buying decisions. In the recent future, you will notice programmatic advertising will cover video ads, digital ads, voice ads and much more.
It is all about technology and highly-integrated and advanced tools that will decide which advert to show to the users. The software will use real-time data and technology to reach out to a conclusion. It is an innovative and sure-shot way to reach out to unexplored territories.
Currently, the programmatic advertising is limited to online ads, but in recent times, you will notice that it will trade TV slots, out-of-home ads, and other traditional advertising options too. It will surely give a new outlook to the marketers to think and implement.
There are times when your customers look for right guidance or relevant information while searching for something or making buying decisions. Being a marketer, you need to address such issues at the right time to close the deal. If you fail to do so, you will surely lose the customer, and there are chances that he might not come to you again.
Here, Chatbots comes into the picture. Chatbots technology is growing at a rapid rate and for all right reasons. It offers the correct information to the customers at the right time and adds the value to the service.
Chatbots are the intelligent chat service offered in the website or mobile app that guides the users to a right place and also takes the decision to provide information about new offers and promotional schemes.
If you are not using Chatbots, it is a high time that you go for it to engage customers directly when they are on your page. It will also improve brand loyalty and customer retention too.
There are chances that Chatbots will come with hyper-personalized experiences for customers and it will surely streamline the purchase processes by adding unparalleled customer experience.
Videos – The Future is Bright and Sparkling
Videos are still one of the sure-shot content marketing tools that are growing at a steady rate. As per the research, by 2021, 80% of total traffic will come from videos which constitutes a more significant chunk of your traffic.
Video as content is better consumed by the audience. The other content types such as images, text, and infographics as it entertains. When created carefully, it will add an excellent message to the content. In addition to that, visuals remain in our brains for an extended period than other types of content. It is also an added advantage.
After the inception of smartphones and mobile apps, videos have become an integral part of the marketing strategies across the globe. Whether it is live video or video ads or other forms of videos, people love to watch and stay engaged too. It is the best medium of communication with higher visibility and engagement.
Social media platforms such as Facebook and Instagram have come up with live video options for brands to educate users directly. It has seen immense popularity and very well adopted globally.
Internet ads will replace television ads:
According to experts, in recent times, brands are going to spend more money to the internet video ads, web videos and social media video ads rather than television ads due to the increasing popularity of the former.
Instagram came up with IGTV videos where you can upload vertical videos on the Instagram app. It is different than those YouTube videos we see that are horizontal.
Analytics and reporting
Analytics is essential as it offers a deep insight into customer behavior patterns and useful data used to deliver more meaningful and customized products and services to them. However, the main problem lies to have quality digital analytics is lack of actionable data analytics tool. Google Analytics and Adobe Analytics are useful tools, but they are not dynamic. Hence, relying on them is not a case here.
In 2019, we will see brands to use some unstructured data analytics systems to gather customer feedback that is real-time and has excellent reliability. When you have actionable inputs from reliable data, you can use them to come up with better strategies and products to lure customers.
Whether it is healthcare or food or any other business vertical, you will be able to pull more strings when you have real data at your side.
Voice Search & Smart Speakers
“Siri! Who is the father of Arya Stark in Game of Thrones?”
“Eddard Stark!” Siri responds.
Welcome to the world of Voice Search.
Virtual assistants are here to serve you with all measures, thanks to advances in the domains of machine language processing and voice search. Microsoft’s Cortana, Google’s Google Home, Amazon’s Alexa and Apple’s Siri are some of the examples of voice assistants and have carved a niche for themselves by offering superior user experience and convenience to the users.
When you talk about digital marketing trends in 2019, you cannot ignore voice search. As per Entrepreneur article, experts are predicting that 50 percent of searches will be voice searches by 2020.
As experts believe, the potential of CTR is much higher through voice searches compared to simple web and mobile search. Hence, it is very crucial that your digital marketing strategy is tailored for voice search technology.
When it comes to voice search, you need to design your content similar to conversations happen in real life.
Social Media Influencer Marketing
It is one of the best digital marketing strategies to opt for when you are looking for quick results. Influencer marketing has the potential to attract customers in just no time, and the CTR is also high. The influencer is a broad term that might cover celebrities, YouTube stars, bloggers, journalists, subject experts, and influential personalities.
Influencers are paid advertisers who help to spread a word about your business to their loyal audience. People follow influencers and believe in them. Sometimes, influencers also promote your services without charging any money. Well, it happens when you are lucky.
Creating long-term relationships with these influencers will surely work in your favor. You can create more rational and innovative endorsements when you are closely associated with the influencer for an extended period.
Social Media Stories
Social media platforms will play a crucial role in the upcoming future. Different social media platforms are coming up with various innovative approaches to providing more opportunities for brands to promote their products and services. Instagram stories are one such approach that helps brands to create short videos that go live for 24 hours.
You can make a video about a promotional offer or a product launch or for any other news or product endorsement. It will surely gain the user attention and help you to promote the brand.
Email Marketing and Marketing Automation:
Email marketing is one of the oldest tools to engage with the customers and you might find it useless now, but it is not. Email marketing is still relevant and trustworthy marketing tool that brings excellent results. The reason is people read emails and unless you have not spammed their inboxes in the past, they will likely to read your offer.
Marketing automation is different from email marketing even though it uses email as its primary tool to communicate with the users. While email marketing tracks the actions taken by the email receiver, a marketing automation platform gives you a 360-degree approach about all possible leads your business has with the receiver.
It is more convenient and offers superior benefits such as more personalization, real-time alerts and customer-centric lead nurturing.
One of the fascinating aspects of digital marketing is that it continually evolves with new technologies, trends, and strategies. Being a marketer, you need to evolve with the time too. That One-size-fits-all approach does not work in digital marketing.
In the end, keeping end-users happy is the principal thing that you need to remember. Ensure that the users or visitors are content and get what they are looking for. Be user-oriented, evolve with latest changes, stay updated about market research and surveys, implement proved strategies in your current digital market plan and you will be able to get more leads, conversions and ultimately, more revenues.