5 Digital Marketing Trends To Watch Out For In 2019
1. Omnichannel Marketing:-
Omnichannel is a term that gets launched around a lot. But it’s not just a buzzword. The best way to understand omnichannel is to compare it to the term “multichannel”. In a multichannel marketing strategy, you set up various marketing touchpoints which reinforce each other to ease a customer through their buying journey. For example, you may use social media as a channel to attract visitors to your website and email as a channel to nurture leads.
Omnichannel is similar. But it’s more universal.
The combining form "Omni" means all of "every thing" or "every where". Simply put an Omnichannel marketing strategy means create marketing touch-point's that work together on every available channel. At the very least, you create consistent touchpoints on all the channels your customer's use.
Most businesse's use social media, searches, and email as marketing channels. Although social media is still the top digital marketing channel according to 81% of marketers according to a survey by Clutch, customer's aren’t just engaging with brands by commenting on Facebook posts.
Some channels you should investigate are:-
The combining form "Omni" means all of "every thing" or "every where". Simply put an Omnichannel marketing strategy means create marketing touch-point's that work together on every available channel. At the very least, you create consistent touchpoints on all the channels your customer's use.
Most businesse's use social media, searches, and email as marketing channels. Although social media is still the top digital marketing channel according to 81% of marketers according to a survey by Clutch, customer's aren’t just engaging with brands by commenting on Facebook posts.
Some channels you should investigate are:-
Ephemeral video (such as Facebook and Instagram stories)
Podcasts
Smartphone apps
Live broadcasts
Live chat
SMS
PR and press releases
Offline ads (they’re making a comeback)
Direct mail (it’s also making a comeback)
Offline events
Chatbots and virtual assistants
Podcasts
Smartphone apps
Live broadcasts
Live chat
SMS
PR and press releases
Offline ads (they’re making a comeback)
Direct mail (it’s also making a comeback)
Offline events
Chatbots and virtual assistants
All these channel's can reinforce your existing marketing strategy – what you might call “traditional” digital marketing, at this point.
Omnichannel is particularly important for consumer-facing businesses. That’s because 70% of customer use three channels or more to research a purchase. An omnichannel strategy is your company’s best way to build a one-of-a-kind customer experience for your customers.
Artificial Intelligence (AI) is treated the cutting edge of technology by many. But in a few years, it may be as standard as smartphones are today.
AI is a computer or robot that can collect facts about a situation through sensors or through human input. It can then use this information to solve problems or perform tasks.
More specifically, AI is a computer system that can perform a task which normally requires human intelligence.
AI has numerous potential applications in marketing. But in 2019, we’ll mostly see AI deployed for content marketing, customer service, and advertising.
AI is mostly used today to analyze trends, drum up data, and do competitor research.
Chatbots are showing up everywhere, from business websites to mobile apps and social media newsfeeds. They can serve a variety of purposes, but most often they are used to answer simple questions or help a user accomplish a simple task.
Some of the most advanced chatbots are deployed by enterprise companies as virtual assistants or even digital attendant.
But new uses for chatbots are emerging all the time, including:-
Lead qualification
Shopping assistance
Website browsing guidance
Knowledgebase research
Talent recruiting
Self-service
Accessibility
Chatbots are even available for small businesses. There are plenty of third-party conversational AI platforms businesses can leverage to assist visitors, answer their questions, and move them further towards a purchase.
Managing ads is a full-time job. But with so many new channel's to reach customer's through, not even a full-time advertising team has enough hour's in the day to keep up. That’s why more and more companies are trying to let AI take it over.
Programmatic advertising is a process that uses AI to buy and place advertisement's based on target algorithms. If this sound's like familiar, it’s because it’s already widely used. By 2020 over 86% of all digital display's ads will be purchased through automated channel's.
However, programmatic advertising extends beyond cyberspace. It can also be used to buy and sell different kind's of media, from display advertisement's to out-of-home ads.
The key differentiator between programmatic and traditional advertising is that programmatic can occur in real time. This puts more power in the hands of the advertiser.
Probably, even small advertiser's can leverage programmatic advertising for maximum ROI. But it’s precisely how they use this power that determines whether advertisers are successful.
Programmatic advertising depend on a combination of automation, big data, and technical expertise.
However, with programmatic ads taking over digital display advertising, it’s a trend to keep tab's on.
If you’ve ever created a buyer persona, you’re already familiar with personalization.
90% of the U.S. population found personalized marketing content very or somewhat appealing in 2017, with only 4% saying it was not very or not at all appealing. According to Forbes, 44% of consumers say they are likely to buy from a company again after a personalized shopping experience.
Marketing personalization has numerous benefits:-
Better customer experiences
Increased brand loyalty
More revenue
Cross-channel selling opportunities
Brand consistency
Whether it’s a name on a Starbucks cup or a shout out on a video message, people love knowing that their favorite brands recognize them and care about their experiences. This stands in stark contrast to the marketing tactics of old.
Blanket ad campaigns and catchy jingles just don’t cut it anymore. Businesses no longer have control over the sales process. The customer holds all the cards.
It’s now up to businesses to make buying from them as easy and enjoyable as possible.
But personalization is taking on a whole new meaning thanks to marketing automation and other technologies. For example, email personalization will soon go far beyond simply auto-filling a recipient’s first name in the subject line.
Contacts will be segmented automatically based on new parameters, like search history and off-site activity. Emails will be sent based on a customer’s data profile, not simply because of time zones and rough guesses about email open rates at certain times of the day.
All in all, personalization will be the #1 tool for conversion rate optimization across every marketing channel. Expect to see more of the following:-
Personalized product recommendations
Personalized social media messages
Personalized video messages
Targeted and triggered emails
Advanced email personalization
Automated contact segmentation
Personalized digital advertising
Web content personalization
Blanket ad campaigns and catchy jingles just don’t cut it anymore. Businesses no longer have control over the sales process. The customer holds all the cards.
It’s now up to businesses to make buying from them as easy and enjoyable as possible.
But personalization is taking on a whole new meaning thanks to marketing automation and other technologies. For example, email personalization will soon go far beyond simply auto-filling a recipient’s first name in the subject line.
Contacts will be segmented automatically based on new parameters, like search history and off-site activity. Emails will be sent based on a customer’s data profile, not simply because of time zones and rough guesses about email open rates at certain times of the day.
All in all, personalization will be the #1 tool for conversion rate optimization across every marketing channel. Expect to see more of the following:-
Personalized product recommendations
Personalized social media messages
Personalized video messages
Targeted and triggered emails
Advanced email personalization
Automated contact segmentation
Personalized digital advertising
Web content personalization
Those businesses that prioritize creating an individualized experience for their customers will reap the rewards.
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