In this tech-driven world, our morning rituals start with e-newsletters and our nightly routines end with social notifications and subscribed emails. Needless to say, technology has pierced through almost every part of our lives. From controlling home appliances through an app, to voice commanding a speaker to play your favourite music, technology is everywhere.
And this momentum is not showing any signs of slowing down in the near future. With startups entering previously monopolised markets and gaining major market share, to centuries-old companies that have always delivered a good service and a good product crumbling into bankruptcy it is critical to ensure you are across the upcoming digital and technological trends in business.
Here is a sneak peak of some of the top digital marketing trends that aim to rule our world in 2019.
1. Voice search
It is estimated by Klick that by the year 2020, 30% of the web browsing will be done without touching the screen. In addition to this, estimates 50% of searches will be conducted through voice commands.
Undoubtedly, the voice search will play a major role in our day-to-day behaviours. Voice queries make sense, as they allow you to multi-task like never before, whether you are unable to type while cooking or remember that last minute item you need to order while driving. For most people, speaking becomes easier and quicker than typing thanks to the benefit of using this technology almost everywhere and the increased intelligence that has been developed.
As of now, companies are gambling on voice solutions to improve this technology already seen in trending AI apps like Google assistant, Siri and Bixby. While the majority of users are still unaware of the things voice search can do, its prominence in smart devices is expected to rise in 2019. It’s only a matter of time when voice search will be considered a norm by all.
We have been busily preparing our campaigns to cater to this major trend. Research has revealed that 62% of marketers are unlikely to implement a voice strategy in the coming year, largely because they lack the know how to prepare for its oncoming implications.
2. AI-powered solutions
Artificial Intelligence (AI) powered solutions are literally the tools from the future bringing together a unique blend of technologies like Predictive Analysis, Machine Learning and Natural Language Processing. In the coming year, AI-powered solutions shall be deployed across various enterprises including government and consumer markets around the world. Tech Republic reports that AI use has increased two-fold from 61% of business implementation in 2017 as compared to 38% in 2016.
The growth is rapid and will continue to take pace in 2019. AI service providers have already started cashing on this technology by offering driven AI’s enterprise adoption solutions.
AI will change marketing immensely over the coming years and we are already actively engaging with AI in our everyday lives when we might not even realise we are (that last Facebook messenger bot you had a lengthy convo with…).
In addition, AI will take personalisation to the next level. Marketers will be able to create products and services that continually learn from the feedback of their users (think those videos you’re recommended on Netflix or that latest Spotify list made just for you).
3. Video marketing
The videos will be the highlight of any marketing venture as these will distribute the message in a better way while providing entertainment to the viewers. The videos along with apt audio will help companies accelerate brand growth and allocate their UPS across all platforms.
Video has become the golden child of communication since the rapid adoption of smartphones in the last decade and social media apps. We are all completely overwhelmed and just trying to keep our head above water, so short videos make both communication of a message more efficient and more enjoyable.
More than ever, we are seeing that video content does not have to be high production and high cost. Don’t shy away from pulling your smartphone out and recording a message to your potential customers about a recent win or to share some insights that will be valuable to them. This more casual style is well adopted as we are all used to watching low-quality videos from our friends and family on our social media feeds.
On top of all these factors, many apps allow lots of easy ways to make your videos even more entertaining (think bunny ear filters or 360 videos). So, what are you waiting for – we’ve outlined a full guide on how to get started with video marketing here.
4. Content will still be the king
In 2018, we came to realize the importance of content in the online realm. In 2019, it is predicted that people will further put more trust in reputable content instead of relying on advertisements. This denotes that more engaging and informative your content is, the better your chances are to be noticed online. In addition, Business Insider predicted 30% of internet users will utilize ad blockers by the end of 2018.
Here are some other facts denoting why content is still the heart and soul of your digital marketing initiative:
- Consistent blogging and content creation increases your traffic five-fold
- 80% of the internet users still prefer good-quality original content over canned solutions
- 85% of marketers in 2017 believe that their work succeeded because of good content
- Visual content is expected to reign in the coming time more than blogs and articles
It’s important to develop your content that aligns with your key outcomes and goals. That’s why we’ve created an awesome bit of content (Ironic?!) on Content Marketing – The Use of Strong Pillars OR download our e-book on How to Crush your Competitors and Dominate your industry through Content Marketing here.
5. Programmatic advertising
Programmatic advertising will continue to evolve in 2019. It is a process in which automation technology is used to buy and sell online media. In the future, it will encompass online ads, video to digital out-of-home, voice, TV and streaming modules and these advancements are progressing so rapidly that by the time you read this article they may all be well underway!
Using programmatic advertising, companies will use data and technology to make real-time decisions regarding the advert they wish to deliver to the customers. The tool will provide guaranteed impressions and the ability to reach a different audience beyond continuous campaigns.
A great advantage we will see with programmatic advertising is that marketers and business owners will begin to finally think of marketing as an omnichannel journey as we humans don’t just sit in one platform or sit in front of one billboard! In addition to this, brands and companies are able to work with one company rather than a fragmented mix of vendors.
Programmatic TV is one of the most exciting areas to watch, with an arms race currently underway for TV broadcasters and digital platforms fighting it out. You don’t have to look far to see everyone from Amazon to Sky investing at a rapid rate to have a strong product. Because of this, we can expect to see increasingly accelerated developments in this area.
6. Chatbots and marketing automation
Chatbots, along with marketing automation will serve the massive online social media market effortlessly. By the end of this year, IBM predicts chatbots are expected to power 85% of all customer service interactions.
Due to such beneficial reasons, companies will start to implement this marketing automation technology in 2019 (if they aren’t already!). If done right, this will give their customers the right information they deserve at the right time.
An exciting area in the development of chatbots is the progress in conversational interfaces. This is already helping businesses overcome the admin of simple frequently asked questions and helping users avoid those clunky annoying forms.
In addition to these interfaces, we predict huge advancements in hyper personalised experiences with the rise of conversational websites. This will be a game changer from a user experience perspective and further streamline the path to purchase.
7. Machine Learning
This is a major trend that has also gained a lot of traction in the recent years and we predict to be a huge player in 2019. Machine learning is the process of data analysis that makes analytical model building automatic. It is a form of AI that based on the concept that systems can learn from data, therefore identifying patterns and making better decisions with minimal (or no – scary we know!) human intervention.
Now don’t go getting too terrified about the impact this could have on our world (mind you, the Facebook shut down of their machine learning after they started talking to each other in their own language was pretty scary!).
Forbes states that 84% of marketing organizations are already implementing AI and machine learning currently. In addition, they report that 75% of organizations using machine learning report on an increase in customer satisfaction of greater than 10%.
This trend offers huge opportunities and most importantly is making the measurement of marketing ROI increasingly accurate. This development can be used to understand faster and therefore act on problems that may exist in the marketing and sales funnel, through this learning. For example, it can provide insights on how to best deliver and produce content that will answer your prospects questions, at the exact right time.
Other exciting developments in this space include Google’s machine learning products such as Powerful Image Analysis that allows developers to understand the content of an image (e.g. a car).
Technology never remains the same. This is probably the best and the worst thing about it. However, if we take a momentary look at the future of the digital marketing trends, we can expect good things to come, things that will not only make our marketing initiatives easy but fruitful as well.
Reach out today to book a complimentary digital strategy session HERE to learn how you can leverage these trends for your business.