2019 and future Digital Marketing Trends
During the last couple of years, the advertising market has gone through several changes and is vastly different when compared to what we had several years ago.
Traditional marketing solutions have lost considerable grip on their influence, granted that most people spend a good period of time online on a daily basis.
This has led to a considerable increase in the popularity of the digital environment, which is also the go-to choice for marketers throughout the world.
At this time, most businesses don’t just need to invest only in TV ads, flyers or billboards. Also, they need to invest equally or more in digital, since all brand awareness needs can be fulfilled online.
However, these changes have also had an important impact on the complexity of digital marketing. Strategies such as SEO, content marketing, video marketing, social media marketing, pay-per-click, viral marketing, and online advertisements are all highly effective at increasing brand awareness and sales, provided they follow the marketing trends.
Since the nature of the market is dynamic, advertisers need to keep up with the past, present and future trends, to ensure that their content and strategies remain relevant.
While it does entail and demands extra research and effort. Digital marketing strategies have been proven to be more cost-effective in the short-run and long-run.
Thanks to the numerous benefits, businesses can reap. Based on this, by following digital marketing trends, you can improve sales, conversions, brand loyalty, and brand awareness, whilst keeping track of the results yield by each campaign.
New trends for a successful digital marketing campaign
In this article, we will discuss the newest digital marketing trends. Which, over the next couple of years, will play a massive and game changer role in how advertising is carried out.
Most of these trends are backed by a handful of awesome digital marketing statistics, which are worth taking a look at. It isn’t about just understanding the trends but also, understanding its impact on customers.
As ads play a vital role in influencing the decision of the customers, which brands we admire, which products we buy, and which businesses we stray away from.
Every business owners seeking success will have to adapt to the trends of the market or innovate and implement them accordingly as part of their marketing campaigns.
This article focuses on the marketing impact of (AI) Artificial Intelligence, personalization, (AR) Augmented Reality, voice search, and video marketing and influencer marketing.
TOC (Table of Content)
Artificial Intelligence (AI)
- Generating website content
- Chatbots are becoming the new norm
- Data mining, collection and analysis for smarter marketing campaigns
- AI for web design and personalized user experience
Augmented Reality (AR)
Dealing with Ad-blocking
Artificial intelligence will help in marketing decisions for us
Dubbed as the most innovative emerging technology of 2019, AI is finally being adopted by marketers. In fact, at this time, roughly 51% of marketers use some form of A.I when designing and carrying out their marketing strategies.
This percentage is expected to rise as AI becomes smarter at creating content, chatting with customers, automating tasks, curating content, targeting ads, designing web pages, and improving user experience.
Here are some of the AI-based implementations that are bound to revolutionize the digital advertising market:
Generating website content
Don’t worry, content writers won’t be losing their jobs, as AI programs do not have, emotions, opinions and can’t carry out proper research when dealing with more complex topics.
Despite this aspect, a short-form content generation that is based on templates and pre-set data can instantly be developed by AI programs.
This is especially relevant while writing product descriptions or drafting news summaries. For instance, news publishers like Reuters, the BBC or New York Times have already implemented AI-based content generation programs for part of their writing needs.
Chatbots are becoming the new norm
While vastly impersonal and pretty limited, Chatbots are highly useful at answering simple questions coming from customers. Numerous companies have already implemented chat systems on social media platforms such as Facebook Messenger, Instagram, Slack or WhatsApp.
Thanks to their instant responses, and unlimited availability, Chatbots are perfect for answering a variety of basic questions, as long as answering data is provided.
In the future, machine learning implementations will allow AI-powered Chatbots to answer more complex questions. Of course, we cannot rule out human customer service. A personalized experience is often needed to handle queries and situation.
Data mining, collection and analysis for smarter marketing campaigns
There’s no denying the importance of data and its analysis. Understanding your customer’s behaviour, alongside their wants and needs, can give you greater leverage for your marketing campaigns.
Data collection software is already available, and the latest AI advancements make analysis much easier.
For instance, marketers have already begun using the power of AI in better personalizing email marketing campaigns. By leveraging machine learning, AI systems can help pinpoint the best times to contact a user, how often emails should be sent out, and which types of emails work best for each specific customer.
This can promote an increase in the 18.16% average open rate for emails across all industries.
Additionally, it can also give emails a better feeling of personalization, which can help increase response rates by 100%. The same technology can also be used for placing targeted ads on a variety of platforms. As such, AI systems can analyse user demographics, interests, alongside a plethora of other aspects to help target ads accordingly.
AI also helps with predictive analysis, a marketing technique in which the system attempts to accurately predict whether an internet user could become a customer in the future. Based on these predictions, the system then proceeds to make marketing decisions and tweak the budget, in hopes of converting the respective user.
AI for web design and personalized user experience
Several years ago, designing a website was considered hard work, which could only be done by industry professionals. Today, you can fully build a website within a couple of minutes.
Several AI systems for website building and tweaking user experience have been released. They work with given sets of data and can create well-designed websites within a couple of minutes.
In terms of personalizing user experience, AI systems can analyse data associated with incoming website visitors, to help determine which offers and what type of content is best suited for each visitor in particular.
Marketing campaigns that are focused on the masses and fails at engaging potential customers on a personal level are bound to bring significant lower results when compared to personalized, and targeted campaigns.
In 2019 and future, digital marketers must focus on actively personalizing their marketing strategies. Content, email, ads, products, emails and offers need to be personalized for each prospective buyer in particular to ensure success.
Luckily, there are a variety of tools and strategies that can be leveraged to increase the level of personalization. Nowadays, companies have access to important data, such as customer behaviour, links/ads clicked, and purchased products, all of which can play an important role in influencing customer behaviour.
Some relevant examples of personalization include friendly communication via email, social media, and messaging apps, or smarter email marketing campaigns that take into account the data outlined above.
Over the last couple of years, the augmented reality (AR) market has boomed, with tech companies throughout the world competing on coming up with better AR solutions.
Despite this aspect, the reach of AR upon the general population is still fairly low at this time, granted that the AR application in the market has not advanced enough.
Yet, few companies have already implemented AR-based marketing campaigns, which although may be gimmicky, have managed to attract an impressive number of customers.
The current AR tech can’t be used for all markets, and yet there are some that could benefit from AR-centred marketing campaigns. These include the fashion, beauty, gaming and real estate industries.
As such, AR is a trend that hasn’t become mainstream yet, but if the predictions are true, it’ll end up playing an important role in our lives in the near future.
We are all living in an era where we’re pressed by time. People no longer have the time to manually search for products and service on search engines or other websites.
Companies like Google, Samsung, and Apple are well aware of this, thus the appearance of smarter voice assistants and voice-based search engines has become more prominent and competitive.
The ease provided by voice search is certainly worth your attention, as it makes it easier for customers to find your products and services. Future advancements in the voice search market will enable marketers to implement voice search for numerous processes.
After all, who doesn’t want to speak their grocery shopping order into their phones? Or get active feedback on any voice queries they might have? The future advancements will also benefit businesses since call centres will no longer have to process hundreds of orders on a daily basis.
Content Marketing has become the game changer in this digital era. Everywhere you see there are content and content, it has brought a massive shift in trends recently.
Every 7 out of 10 digital marketing strategy involves a content marketing strategy. If your strategy doesn’t involve it then you should actually focus on it.
This is the future actually if you publish more and more quality content it would actually bring you long term benefits to you in every perspective.
Video is quickly becoming the new norm in the digital environment. Luckily, it has great implications for marketers as well. For instance, product videos are bound to increase purchases by roughly 144%, whereas approximately 50% of customers watch demonstration videos prior to purchasing a product.
Additionally, millions of hours worth of videos are consumed by people through a plethora of platforms, thus making it essential for any business to keep the importance of video marketing in mind when designing their campaigns.
2019’s digital marketing trends indicate that advertisers should focus on demo videos embedded on their websites, but also on social media.
It is important to consider that 64% of customers believe that watching a marketing video displaying a product on Facebook has positively influenced their decision of purchasing the product in question last month.
YouTube should also be taken into consideration since 32% of consumers are known to engage with branded videos when browsing the video sharing platform.
All in all, the consumption of video is expected to grow in the next couple of years. By 2021, videos will account for around 82% of all internet traffic.
Similar to any other marketing strategy, it is important to not overdo video marketing. Despite these aspects, it seems like 43% of people want to see more quality video content coming from marketers. After all, if ads are inevitable, they can at least be entertaining.
Live videos and video stories on platforms such as Facebook, Instagram, YouTube and SnapChat are also gaining popularity. With live video, customers that are truly interested in the products/services of a brand can obtain instant access to information, which is certainly a powerful benefit to both businesses and customers.
Mainstream online video marketing efforts are still in their infancy, but experts agree that the trend will continue to grow and have a stronger impact on branding efforts in the future.
Last but not least, search engines such as Google have tweaked their algorithms to give higher authority to pages that have embedded videos. At this time, it is believed that video is capable of driving a 157% increase in organic traffic from SERPs, so keep an eye out on this trend.
Dealing with ad-blocking
Ads tend to get a bit annoying. It’s a clear truth, and any business owner should keep this aspect in mind when designing their marketing strategies.
In the future, ads that are less intrusive yet well-designed and smart are bound to reach higher penetration rates and play a stronger influence on the preferences of customers. This is especially relevant granted the prevalence of ad-blocking efforts.
To put things better into perspective, 81% of internet users have admitted to exiting a website because of pop-up or intrusive ads. Additionally, ad-blocking has increased from 15% in 2014 to over 30% today.
Unless marketers change their approach and design ads that can go viral, or make customers happy, the ad blocking trend will grow, thus making it harder for businesses to market their products.
Regardless, consumers still want to see quality ads. This is the main reason why 77% of internet users agree that they would be happy to use an ad-filter for intrusive or low-quality ads, rather than using a fully-fledged ad blocker.
Based on everything that has been outlined so far, the entire digital advertising market is bound to incorporate these trends and change in the near future. As a conclusion, it is essential for business owners to actively personalize their campaigns and look for methods to introduce artificial intelligence, automation, video marketing, augmented reality, and voice search.