So, what’s in-store for the digital marketing industry in 2019? Here’s a round-up of the top trends we think will be big news this year.
Social proof has been a buzzword in marketing for years now, as audiences have gradually become less trusting and more cynical of advertising claims. Instead, consumers are looking to product reviews, bloggers, friends and social media more than ever before to help them make informed purchasing decisions.
And once they’ve made their purchase, they’ll often tell the online world what they think about it too!
Rather than being a negative, this trend can present huge opportunities for brands who focus their strategy on cultivating user-generated content. By motivating their customers to share their experiences, they can create a sense of community and trust, and add value with their marketing activities.
Is Facebook for your gran?
The latest stats show Facebook has an ageing population, and has surged in popularity with the over 55s. Teens are rapidly moving to Snapchat instead, with Facebook losing favour with younger audiences.
Whilst Facebook advertising has been the go-to strategy for many brands until now, it’s worth investigating whether your audience is still there before investing in 2019. Don’t dismiss it without doing your research though, as the world’s biggest social publisher, LADBible, say Facebook is still the platform where they get the most engagement.
Brands targeting Generation Z should be researching how they communicate, how they’re digesting media and the next place this new generation of tech-savvy teens will head to next.
Email gets personal
Email is one of the top converting channels, and will continue to dominate the marketing mix in 2019. Strategy will focus on tailoring content for recipients and automating communication so you can hit people’s inbox with a personalised message without even lifting a finger.
The popularity of Siri, Alexa and Google Assistant will continue to rise and we’ll see an increase in verbal interaction with smart devices. This will undoubtedly cause disruption for marketers.
In particular, we’ll see massive implications for search. Currently, when a text or mobile search is made, the user is presented with hundreds of search results. However, when using voice search, they’ll usually only be presented with a few results, sometimes just one.
If a voice user land on your website, there are other problems to consider, too. Currently, website design is optimised for the user’s visual experience, which becomes irrelevant when they can’t actually see it.
As an industry, we’re still analysing the impact of voice interaction, and how best to tailor our design and SEO strategies to allow for it.
However, voice interaction has the potential to become the preferred way of searching and shopping in the future, so it’s definitely something we’re paying close attention to!
Chatbots act as a ‘digital concierge’ and are just one example of how AI is playing a role in modern day marketing.
Usually in the form of text chat windows, chatbots can help to solve problems and answer customer questions much more quickly than humans. This helps businesses to provide better, 24/7 online customer service at a fraction of the usual cost.
Already in widespread use on Facebook, we’ll see adoption of chatbots continue to rise in 2019.
In an age where we’re constantly connected, it’s becoming harder than ever before to grab the consumer’s attention and compete against other brands to deliver your message.
Marketing has to be so much more than just designing a great visual campaign or serving targeted ads on social media. Activity has to appeal to the consumer on a wider level and cut through the clutter in ways it hasn’t before.
The key to this? Creativity.
Whether it’s appealing to a consumer’s concerns about the environment (well done, Iceland), or going against the grain and adopting a different channel you wouldn’t usually (think the KFC ‘FCK, we’re sorry’ print ad), marketers need to think outside the box in 2019 to succeed.
Want us to do the thinking for you and future-proof your marketing?