It can be hard to stay updated on the latest digital marketing trends, as the digital marketing landscape has been steadily growing since the 1990’s. The landscape is currently witnessing a dramatic shift. New technologies, such augmented reality, live content, chatbots, are entering. Furthermore, new digital marketing trends and strategies are evolving. If you want to go where the people are, you need to be active online. In order to succeed with your digital marketing you need to keep up-to-date with the latest trends. What worked for you last year may not work for you this year.
In this article, we explore the top 10 digital marketing trends that every marketer should know or prepare to master.
1. Voice Search is the new black
With the improvement of voice recognition, voice search is unquestionably rising in popularity. According to Comscore, 50% of all queries will be voice-based by 2020.
The introduction of virtual assistants have made it possible for users to order items and control smart devices solely through verbal command. Voice search is both easier and faster for users to use. Hence, it is safer for people on the move to talk to their phone, and people can talk faster than they can type. As such, voice search makes it more efficiently to get a message across. Today, nearly one-third of all Google searches are performed with voice.
2. The intelligent Chatbot
In the recent years, chatbots have been on a steady rise in popularity. The chatbots play a critical role in improving the customer experience. Furthermore, they are frequently used in interactions between brands and potential customers. Chatbots deliver real-time assistance and offer users in correlation with dedicated support. They have a proactive interaction approach where they ask detailed questions to understand the real problem. According to Gartner, by 2020 85% of interactions between brands and users will occur without any human participation.
3. Live content is a game changer
Due to the rapid growth of social media channels, live content has become one of the fastest growing segments of internet video traffic. Furthermore, it has the ability to generate greater impressions than regular posts.
Live content is very cost-efficient, as it is free and it does not take long to produce creative content. One of the biggest advantages of live content is that it offers real-time user engagement. This allows marketers to engage with their leads in the quickest way possible. In addition, it can improve the relationship with followers and customers as well as reach a broader audience and boost social channels traffic.
4. Augmented & virtual reality is the next big opportunity
Virtual reality (VR) and augmented reality (AR) are making waves in B2C marketing, and are already used by some marketers. In the following, we will break down the difference between VR and AR:
Virtual reality creates an entirely new environment that an individual can experience firsthand.
Augmented reality inserts objects into real-life settings.
One of the most popular applications of augmented reality is from IKEA. With their augmented reality app, individuals are able to see how a piece of furniture fits into their room, before they decide to buy it. The app has currently 8.5 million downloads.
Virtual and augmented reality offers a unique way for people to try out a product before they decide to buy. Thereby, minimizing the risk, they take when buying a product for the first time.
5. Use personalization in your email campaigns
Email has been a popular tool in marketing for a long time. However, the use of emails have changed drastically over the years. The main difference between today compared with 15 years ago is personalization. To send the right email to the right segment, marketers need to target their leads with behavioral-based emails. This is done by looking at what type of content the prospects have engaged with.
To improve your email marketing, you must repurpose it as a lead nurture and customer engagement tool. You have to encourage learning and behaviors most closely associated with the big buyers in your database. Personalization makes email campaigns more effective.
6. Video marketing will continue to grow
With evolving platforms like Netflix, Amazon and YouTube, video is a big trend. In 2019, users will spend more time online, watching online videos, than with flow TV. Formerly, traditional content that users had to watch on their TV is now available through their smartphones, with just one touch.
There are several reasons as to why video marketing is so attractive:
• You can create live, in-the-moment content
• Showcase authenticity with video
• It is cheap as you only need a camera and internet connection
• Activate FOMO among your prospects
• Create awareness for product launches
Now is the perfect time to start incorporating more video content creation into your company’s marketing plan.
7. Start profiling buyers with artificial intelligence
Artificial intelligence (AI) allow marketers to anticipate future probable patterns of their customers based on collected data. AI is powering a limitless combination of possibilities; customer segmentation, retargeting, push notifications, click tracking, etc. This data enables marketers to determine how to engage with their active buyers using different channels such as email, digital advertising or sales outreach.
Especially eCommerce companies use big data to predict their shoppers’ demographics and behaviors in order to create a more personalized experience. This could be sending customized discounts or re-engagement emails.
8. Accelerated mobile pages are in focus
A huge amount of traffic, especially on Google, comes from mobile devices. Users’ expectations for faster and better digital experiences are on the rise, especially in 2019. The mobile web is no exception. Around 60% of search traffic on Google comes from mobile devices. Thus, the need for speed led to the Accelerated Mobile Pages (AMP) project by Google. AMP pages load in less than 0.5 seconds. Faster landing pages typically lead to a better customer experience, lower bounce rate and more conversions.
9. Make use of powerful micro moments
Nowadays, more users are processing their online activities on their smartphones. Whenever a user is searching for something, whether it be looking for a nearby store or good offer, marketers have to take advantage of these types of micro moments. It is important they create targeted content and advertising that relates to the exact moment the customers are in. Thus, marketers must leverage micro moments to attract their audience’s attention and fulfill their instant decisions.
According to Google, four game-changing moments really matter:
- I-want-to-know moments: the exploring, not necessarily buy mode stage
- I-want-to-go moments: the consideration stage
- I-want-to-do moments: wants help completing a task or try something new stage
- I-want-to-buy moments: ready to make a purchase stage
If marketers wish to succeed in using micro moments, they need to get a proper understanding of each moment.
Turn customers into advocates with user-generated content
One of the most efficient way to market your product is to show your prospects how your current customers are using it. This is called user-generated content (UGC). Prospects are persuaded because a consumer who understands their need is marketing your product. It works just like word-of-mouth. Especially millennials are big fans of UGC. They take it highly into account when deciding what product to buy. It is reported that 59% refer to UGC when selecting major electronics products.
There are two big advantages of using user-generated content:
– It is free: Since existing customers generate the content, you do not have to spend budget on marketing.
– It convinces prospects: It works like word-of-mouth campaigns, in which current customers do the marketing of your products for you.
UGC has the potential to become a key tool for marketers in 2019. Whether it is promoting products via reviews, photos, videos or guest blog posts, it is highly efficient.