The world of digital marketing is rapidly evolving and so are the trends that come with it. In this blog we will uncover the biggest digital marketing trends of 2019.
The general principle of marketing still remain, which is creating enticing messages to attract customers, however, the platforms and methods of delivery are now growing to be far more complex. There is an array of tools such as SEO optimisation, social media, engagement, retention, pay-per-click and search engine advertising to name a few.
The businesses that remain and thrive in this current climate are the ones that move quickly on these growing trends and gain more customers. Unfortunately if you do not move with the trends your business will be left behind.
1. Omnichannel Marketing
Customers are becoming more savvy when it comes to shopping around and finding more information through different channels. Multi-channel marketing was initially introduced to broaden communications through various platforms. For example, prospective customers could be introduced to your business through Instagram or a Facebook ad, or visiting your physical shop. However, this has not completely solved customer’s issues.
This is where omnichannel marketing has stepped in and provides an improved experience for your potential customers with it’s consistent and smooth communication across several platforms.
Omnichannel refers to the multichannel marketing tactic that provides the customer with a holistic shopping experience, from using a desktop, mobile phone or app or a physical shop the experience the customer will have is completely seamless. For example, a potential customer may initially interact on a social media platform like Facebook, and Instagram, then to email, leading to a sale. The prime objective of omnichannel marketing is to track any potential interactions even through different channels.
2. Accelerated Mobile Pages (AMP)
Using Google and other search engines drive a huge amount of traffic and the majority come from mobiles. If a website has a longer load time the website’s bounce rate increases leading to a negative effect on your business and a lower ranking on Google rankings. Subsequently, Google initiated an AMP project which allows pages to fully load in less then a second, lowering the possibility of bounces. By implementing AMP, it enables your website to load fast and improve your rating on Google.
3. Artificial Intelligence
One of the biggest growing trends this year has been the abundant use of Artificial Intelligence (AI), with an unlimited ability, AI is able to create content, use push notifications and click tracking to name a few. Utilising AI into your digital marketing strategy can help to increase sales and also improve customer service through personalisation. However, despite AI’s obvious benefits, very few businesses are actually using it but its popularity is slowly growing.
4. Automated Chatbots
Being constantly engaged on social media can be draining and deter from day to day work. However, humans are social creatures and need interaction with others. That is why social media platforms such as Facebook and LinkedIn are so popular. To become closer to your customers, businesses are utilising chatbots on their website and social media to improve interactions with their customers on their terms. Chatbots are becoming more intelligent and have an ability to hold a basic conversation and even answer some basic questions as a real person would do. A chatbot is cheaper than hiring a customer service representative and can answer a customer’s enquiry almost instantly. Artificial intelligence is continuing to evolve and so chatbots will as well.
5. Advanced Email Personalisation
Email has completely evolved since it was first created. The biggest difference to note is personalisation. Businesses now can personalise their emails to their subscribers based on their previous shopping history or their interests by determining which pages they actively engage with, making emails more effective. Personalisation is not just applied to emails, it can be applied across a number of platforms to improve marketing efforts.
Many businesses worried over the new GDPR laws that were passed this year, however, it has a positive side. Customers that were receiving your emails were clearly asked to opt in or out of receiving emails, but the customers that have opted in are the customers that are warm leads and are likely to buy. If you want to improve your email communications start using email as a platform to engage and enrich relationships with customers.
Across the globe, everyone who is using digital marketing is spending more money on Adwords and will be continuing to do so for the foreseeable. This is because when you manage Adwords with careful planning, optimisation and oversight, they work. Well thought through Adwords can be a significant investment and a ROI machine.
7. User Generated Content
Using user generated content is one of the best ways to showcase your products in real life and demonstrate how current customers are using it. By seeing how other customers are using your products it works as a word of mouth campaign and increases confidence for potential buyers. Another benefit of using user generated content is that the content is free and limited spending on other marketing campaigns and is often more successful.
In 2019, the video trend is continuing to grow with platforms such as YouTube, Netflix and Facebook Live. As customers spend more time on their mobiles watching videos, advertisers expect the trend to boom in 2020. Mark Zuckerberg CEO of Facebook said:
"I see video as a megatrend… That's why I'm going to keep putting video first across our family of apps."
Some of the ways businesses are implementing video are through product launches, adding a touch of luxury when you release a new product, creating a wider audience and building brand awareness and also if necessary, demonstrating use. Websites that have videos receive more engagement as often customers will prefer to watch a video or a demonstration as it is easier to visualise the concept as opposed to reading text.
9. Augmented Reality
Augmented reality (AR) is the interactive experience of a real world environment are enhanced by computer generated graphics, through multiple sensory modalities such as visual and auditory. The AR can be constructive and add to the natural environment or destructive and masks the natural environment. For the user the AR experience is intertwined with the physical world and creates an immersive feel for the simulated one.
AR is becoming increasingly popular in business by having the ability to try the product before making any purchases, creating a more confident first time buyer.
A trending example of AR in business came from IKEA’s AR app, where you can place IKEA furniture in your home before you buy it, the app is extremely popular and has increased sales for IKEA. Another use for AR in business is the application in business cards. Aircards take physical business cards and animate content using augmented reality to display video content, clear call-to-action buttons and optional links to social media, website, email and Facetime... the list goes on. As you move the card in your hand, the video content is tracked to the card itself. Bringing a new and innovative take on the traditional business card.
10. Events and Experiences
You may wonder how hosting an event can enhance your digital marketing efforts, however, real life events where individuals and companies can network, hang out and celebrate are actual vital for boosting your digital marketing. When businesses branch out and host events it creates a unique and memorable way for existing and potential customers to meet and interact with businesses. For example Blocknorth a specialist blockchain company incorporates events into a simple three point approach – learning, consultancy and events and is hosting their next Block Party in Amsterdam. Hosting events is becoming the wave of the future.