Digital marketing trends continue to shift and grow. While some general trends remain the same, others evolve; and some are entirely new, introducing marketers to emerging technology. Follow along below to learn about which of the latest trends in digital marketing to implement in your strategy in 2019.
Here are the latest digital marketing trends:
Connected TV (CTV) saw a huge amount of growth in 2018, and its success is expected to rise throughout the coming year. In fact, it is predicted that 2019 will see CTV user count rise to 190 million active users. CTV grants unparalleled marketing and advertising opportunities, as more detailed consumer information is available than ever before, and advertisers can target incredibly pointed niche groups.
While CTV is a newer technology that takes some adapting to, advertisers favor efficient advertising efforts, making this vehicle prominent and showing huge potential for traction and growth.
Select industries and brands are slowly integrating augmented reality opportunities to consumers. IKEA, for example, offers an augmented reality solution in which consumers can place IKEA furniture in an uploaded photo of their home to see how it will look. Be creative with how you can provide an augmented reality marketing experience!
Instagram TV (IGTV) launched in 2018 and is making its position fixed in 2019. As consumers continue to favor video and the internet evolves to meet this preference, IGTV is gaining more viewers and loyal users, attracting more influencers and brands to the platform every day.
Using IGTV as an advertising platform can be utilized by providing interviews, showing product tutorials, engaging with influencers, going behind the scenes or providing short entertainment videos. However, you opt to use the video channel, be sure to prioritize the quality of your content, using high-quality production equipment and professional editing services.
Remember that IGTV will evolve into a future platform, so take advantage of gathering consumer data while on the platform. Find out what viewers want to watch, whom your followers tune into, and which videos provide a high conversion rate.
Now that users can take a photo of their friend’s purse and find it (or something similar) for sale online, it is imperative that you optimize your website, content, and advertising efforts for visual search.
Targeted content marketing
While you’ve been carefully curating content for your consumers for years, 2019 invites you to create and push content that is curated on an individual basis. Content generation might grow and require resources, but ROI is abundant with each consumer feeling personally addressed and heard. Getting familiar with AI and data analysis can help direct you toward what content to produce for which consumers.
Voice searches respond with fewer solutions; if you want your website to show up as the suggested hub for answers, your content must be primed to perfection and follow the advanced SEO guidelines that are adapted specifically for voice search.
When adapting your written content for a verbal response, consider making your tone of voice and word choice more conversational. Practice speaking out loud what your written content says — does it read well? Does it provide an answer easily? If not, rework your content so that Siri, Alexa, or Google can aptly read your information for your next potential customer.
Additionally, you might start providing your own voice-overs on your website, apps, and advertisements. Try linking up with an influencer to whose voice your users already respond well.
Progressive Web Apps
Progressive web apps (PWA) are a happy medium for brands who want an app but do not have the available resources to create one. PWAs allow consumers to save your website as an app extension on their phone home screen, increase the immediacy of your brand and overall engagement experience.
Benefits of PWA:
- Smartphone shortcuts
- No app development
- Nobody needs to download
- Better user experience
- Faster loading times
Draw your marketing campaign across all channels and extensions of your brand. If a customer likes your post on Instagram, show an advertisement for this item as they browse online later on, and send an email with the item being showcased after a day or two.
Native adverting is growing more popular, embedding advertisements that do not necessarily look like advertising. Even if consumers start to recognize the native advertisement, they appreciate your effort to blend in and not disrupt their content consumption experience.
Chatbots are nothing new in 2019, but their prevalence is rising and becoming more important. When chatbots first emerged, their presence was a little confusing, even off-putting at times. Now, customers expect to find a chatbot when they visit your website.
Speaking directly to a customer representative helps consumers find answers, navigate your site, and connect immediately with your brand. Using this technology saves you money, pleases your consumer base, and gives you an opportunity to collect data about your consumers 24 hours a day.
Additional benefits of chatbots:
- 24-hour customer service
- Instant response
- Simple answers
- Fluid communication
- Resolve complaints
- Expert answers
- Complex questions answered
- Accommodate services (e.g. ticket purchase)
In 2018, going live on Facebook and Instagram picked up popularity; in 2019, this trend will continue to grow and become not only common but expected. The live video invites consumers behind the scenes of your company; it portrays a personal side of your brand; it offers you a chance to go off-script from your typical marketing messaging.
Though live video has a candid element to it, it is important to embrace this platform, investing in quality production equipment and ensuring that your video is edited professionally.
Adding to the trend in this coming year is the influx of social media influencers going live on behalf of your brand. As you find influencers to work with, invite them to take over your profile and go live. An influencer takeover takes heat off you for needing to step into an online video persona, it attracts your influencer’s followers to your profile, and it keeps you technologically and trend relevant.
Instagram is still an important platform to use, taking advantage of sharing your content with its 1+ billion users. Social media platforms are bound to shift, evolve, and change over the years, but utilize Instagram while it is relevant. The skills you gain from executing campaigns on the platform now will strengthen your digital marketing skill set for future trends.
Invite your users to create content that you can (and will!) share across your platforms. User-generated content is important and useful for a few reasons.
- First, consumers want to be connected: they want to know what fellow consumers of your brand are thinking, doing, and caring about. This means they care about what content your users have to share!
- Second, you get content (as long as it is quality — do not post poor quality content!) for free.
- Third, you learn more about consumer interests.
- And finally, you hand some authority to your consumers, establishing a deeper sense of trust between you two.
We know by now the importance of personalizing email campaigns, addressing consumers by name, sending emails for birthdays, and including content that their specific consumer profile has projected they will appreciate. We can get even more personal as technology progresses and allows us to track consumer clicks and time spent looking at shopping cart items.
When a customer leaves a full shopping cart in your online store, send an email with content about how to wear the sweater in the cart and a coupon code to purchase the item at a discount.
Events and experiences
Technology might be evolving, but it is still important to connect with users at grassroots events. We can all understand and argue about the importance of in-person communication, so keep these types of events in your marketing strategy, and bridge them with your digital strategy by adding online components, virtual tune-ins, and tying the event to a digital campaign.
Depending on your consumer base, you might run in the opposite direction and make your events exclusively in-person, requiring customers to meet your brand and get a feel for your products or services in person. This strategy works for a higher profile exclusivity-inclined consumer.
Reminders for 2019 Marketing Trends
- Stay innovative – don’t be afraid to be the first in your industry to try a new marketing tactic.
- Collect data — in every marketing effort, gather data you can analyze to better understand your consumer.
- Set (and compare against) goals — always set a goal and execute a marketing effort against it.
- Invest in quality — only share content that is high-quality; this goes farther in SEO, reputation, and conversion rates.
- It’s okay to fail a little – if you drop the ball on a marketing attempt, extract the lesson and try again.
- Choose influencers mindfully – find the influencers that genuinely connect with both your brand and their followers, and invite them to be a part of your brand family.
Digital marketing trends are constantly evolving and important to follow. As advertising channels diversify and reach new potential, it is imperative you stay up to date to more accurately implement new marketing tactics into your digital and traditional marketing strategies.
Rosy Strategies is a leader in digital marketing solutions. Learn about our software programs that can help catapult your marketing efforts and guide you through upcoming trends in 2019 by getting in touch with a member of our team, today.