Ensuring the growth of your business and improving market awareness about your brand means keeping up with the 2019 digital marketing trends. Business operation is dynamic; the marketing efforts even more so.
While digital marketing follows the mission of marketing in general ‘to send powerful messages to catch and retain the attention of your target customers’, the method or channel used to deliver those messages vary. These days, you have to consider social media, search engine marketing, content marketing, and more.
If you move fast, you can increase the chances of holding your ideal customers’ attention and increasing your bottom line as a result. For 2019, you should carefully choose what digital marketing trends could be at your disposal and which among these you will use for your business.
Modern consumers are savvier with information, so much so that they look at multiple channels to search for details about the products or services that they are interested in. At first, multichannel marketing took care of this particular need, allowing customers to communicate with businesses using their preferred avenues. They could communicate with businesses through social media such as Facebook, Twitter, Instagram, or by email. They could also connect through comments or chat messaging on websites. Or they could simply stop by a local brick and mortar store.
However, there were still issues on the part of the prospective consumers. Such problems were addressed by using omnichannel marketing. This strategy provides a consistent and seamless connection between your business and your prospects through all channels. You may have first connected with a customer on Facebook, then continued your communication through your website, before eventually moving to email communiqués. You may then get to talk to your customer on the phone and finally make a sale.
Omnichannel marketing is all about enabling you to monitor all your interactions with the customers even though both parties have used different channels to communicate throughout the process. From the customers’ end, they’d appreciate that you’re paying attention to every detail that they have provided to you over various channels, convincing them that you do care for their best interests. This kind of impression is likely enough to turn your prospects into solid leads.
A good way to start implementing omnichannel marketing is to implement a customer relationship management (CRM) program first in order to monitor your interaction with your prospects and customers on different channels. Soon enough, your business might show a repeat of the success story of Net-a-Porter in using omnichannel marketing. In this case, it allowed them to enjoy a 16.9% year-over-year growth and more than $ 3 billion in earnings in 2017.
For the success of your omnichannel marketing strategy, you should create buyer personas first to provide them a premium customer experience because you want to give the impression that you understand their buyer’s journey. Organize and define your audience using CRM and marketing automation platforms so you’ll know who you’re talking to, then align the content with consideration to each buyer’s journey, making them feel like they are receiving your full attention. Identify what channels and devices your customers are using through proper social monitoring and marketing automation analytics. Don’t forget to measure the quality of your efforts and integrate your findings to create a seamless experience for your customers.
2. Digital experience innovation
More than developing a mobile responsive web design, successful businesses need to ensure that they have a fast loading site and user friendly interface. Google has always highlighted how important it is to have a fast website download speed, something that can be improved with the use of Progressive Web Apps (PWA) and Accelerated Mobile Pages (AMPs).
Consider this fact: mobile devices account for 60% of the Google search traffic. As your site’s load time increases, your bounce rate also increases, bringing down your site’s Google ranking. Google made the move to improve load time and developed the AMP project. Sites optimized via AMP load in less than 0.5 seconds, reducing its bounce rate and protecting it from being brought down in the Google search rankings.
PWA is a web application with modern web features that seek to deliver an app-like experience to its users. When implemented, PWA can enhance your website through faster loading time, doing away with user download, better web experience, eliminating app development costs, and ease for users in creating a shortcut on their phone.
3. Google search marketing changes
Google intends to introduce several changes, many of which will be implemented in 2019. Among the ones worth noting is Google’s Speed Update, which will affect the slowest sites first before moving on to penalize the slower sites that do not improve their load time after this change gets implemented.
Voice search is also one of the 2019 digital marketing trends that you can apply to your business’s marketing strategy. Its rise is credited to the developments in voice recognition and smart speakers, which customers speak to when they want to control smart devices at home, order items online, and do search engine searches. Voice search technology generates profits for businesses because it is easier for people on the move to use and works faster than typing. You would want to get into this trend because of the rising popularity of smart speakers, such as the Apple home pod and Google Assistant, and the increased use of these on mobile devices. Moreover, users often resort to voice search for a local search. Some experts noted that voice search may rise up to 50% of all searches in 2019. In 2017 alone, voice commerce reportedly accounted for $1.8 billion in retail in the US and $200 million in the UK, according to the OC&C Strategy Consultants.
Visual search is another trend to watch out for. It requires users to upload images to initiate a search. Google Lens was introduced as a visual search engine that recognizes landmarks, objects, and other things using a camera app on Pixel phones for now. You can get ahead of your competitors by incorporating visual search to your marketing strategy, drawing in new and curious customers in this 2019.
4. Rise of Instagram and chatbots in social media marketing
According to the Communications Market Review, which compiles data on social media and internet usage, the number of Instagram users has increased in recent years and has done so in all age groups, with the most number of users coming in from the 25-34 age groups. On the other hand, Facebook has remained stable or even declined in users in most age groups, except for its over 55 age group, which also accounts for its biggest number of users. Snapchat has also grown in its number of users, with the biggest increase seen in the 25-34 age groups. I
Instagram is definitely the king of ad spending among the social media platforms as it has seen an increase of 177% to its year-over-year growth in the second quarter of 2018, compared to the 40% seen on Facebook.
Social media stories on Facebook, Instagram, and Snapchat will continue to be effective in 2019, mainly because of their non-disruptive feature. Even YouTube has joined this trend with its own “Story format” called “Reels”. You can take advantage of your prospects’ fear of missing out due to the “Stories”’ features coded to disappear after a certain period of time. You can use these Stories as a way to feature behind-the-scene photos or videos, recognized employees, or sneak peeks of new products.
Chatbots will also continue to flourish in 2019. It can chat with your customers at any time of the day in real-time. A 2017 Grand View Research report showed that the global chatbot market is projected to have a compound annual growth rate of 24.3% and is estimated to grow up to $1.25 billion by 2025. Their popularity is likely because customers prefer that they can easily remember your buying history, are responsive, answers quickly, and never show signs of impatience. On your end, chatbots are helpful because they assist in providing effective customer service, meeting customers’ expectations, and automating repetitive tasks.
5. Customer feedback and analytics systems
Monitoring results in any project a business undertakes is important, which is why digital marketing analytics will rise even more in 2019. It measures business metrics like website traffic, leads, and sales, helping you determine which particular events can turn your prospects into sales. Digital marketing analytics use data from your site, social media, email, and organic searches. You can then use the results to help shape your marketing strategy for future development.
6. Content marketing
Quality content is still the king among the other digital marketing techniques. But more people have developed an interest into knowing who the target audiences are of certain content. Knowing who your target customers are and effectively getting their attention and turning them into leads is racking up popularity among business owners looking for the best 2019 digital marketing trends.
You may reach a broader audience with more general content, but it pays to develop a very specific audience. Some practices that you might want to use for your business next year include a more strategic approach to writing content to achieve your target leads and sales without losing sight of audience engagement, producing content after developing buyer personas, increasing staff to support expanding content marketing activities, and improving ways to measure content marketing effectiveness.
User-generated content has also proven to be quite a hit and will continue to be so in 2019. It is comparable to a word-of-mouth campaign, which gives your brand credibility. It is very effective, according to Bazaarvoice, as its research showed that it influenced the buying decision of 84% of Millennials and 70% of the Baby Boomers’ generations. It is also technically free, which is its biggest draw to businesses. This type of content appeals to prospects because they are provided by customers who know their needs and how your product can provide for those needs. A good example would be Coca-Cola’s ‘Share a Coke’ campaign, prompting a lot of people to share photos of Coke bottles and cans with different names that they felt made a personal connection to them. It’s a simple strategy, but it works!
As to what type of content you should produce in preparation for 2019, don’t ignore long-form content. According to Content Marketing Institute’s survey in 2018 in North America, 74% of their B2B content marketer respondents said that they have developed or used long-form content in the last 12 months.
7. Video marketing
Another of the interesting 2019 digital marketing trends that you should pay attention to is video marketing. Its popularity is likely due to the availability of streaming apps, such as YouTube, Netflix, Facebook Live, and Amazon Prime Video. Another reason would be the consumers’ increasing time spent on using their smartphones, scrolling through their social media and watching videos. Even Facebook CEO Mark Zuckerberg described video in 2017 as a “megatrend”; hence, the presence of more videos on Facebook now.
Don’t forget to incorporate live video to your digital marketing strategy. These days, live videos are posted to provide interviews, behind-the-scene looks during events, product demos, product development, snippets like “a day in the office”, and more. It gets results because it is authentic, cheaper, and can trigger the fear of missing out.
Video SEO is becoming more valuable as video marketing cements its status among the digital marketing trends you can pursue in 2019. It is all about using closed captions, text overlays, titles, descriptions, and file names.
In 2019, more 360-degree video content can be expected. It can give your prospects a feeling of a more interactive experience. To illustrate, Google’s advertising campaign found that a 360 virtual reality video effectively motivates viewers to stay glued watching the video and interacting with it.
8. Personalized email marketing
If you want to convince your customers to spend their money on you, a good option is to personalize your emails. Craft them in a way that will make your prospects believe that you are directly talking to them and get them to do something specific for you using a call to action. It could be to visit your online store. Then, send them another personalized email about a certain product and sending one more email showing a promo about that same product. The last email should aim to trigger your customer to finally make a purchase.
These are the 2019 digital marketing trends that you can use to fully make the transformation that your marketing campaign needs. Attract more customers, satisfy them, and keep them for years to come. Brace yourself for a busy 2019 as you set everything up, from opening a social media account and adapting to Google’s algorithm changes, to using AMP and PWA to improve user experience and preparing quality content for your target audience. It is time to decide which digital marketing trends you’re going to use for your business now and get it started!
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