Whereas 2018 put the focus on GDPR, influencers and on-demand formats including live streams and 360-degree videos, 2019 has something different in store. We take a look at 4 digital marketing trends that are sure to influence your strategies in the coming year.
With the popularity of devices and apps such as Alexa, Siri, Bixby and Google Assistant helping users find recipes and order ingredients, pay bills, buy gifts and narrate Kindle books among other features, it’s safe to say that voice search is here to stay. In fact, comScore predicts that by 2020, 50% of all searches will be conducted through voice commands, so marketers will be preparing by incorporating voice search into their strategies.
In terms of SEO, content will need to be more natural and conversational, to help meet the Q&A pattern of voice search. As Benu Aggarwal, founder of Milestone Inc. stated at SMX Advanced, integrating a FAQ section/page into every major section of your website can aid with this.
Other things you can do include:
- Create a structured data makeup that takes into account your products, how-to content, reviews and places.
- Create Actions on Google or build custom skills with Alexa, allowing your audience to better interact with your content.
- Optimise your pages for local search results.
AR Product Placement
Brands are getting creative with the customer journey, finding innovative ways to engage their audiences. Take IKEA’s ‘IKEA Place’ app for example, which allows customers to see how 2000+ pieces of furniture would look, and fit, in their homes. Or how about Converse with their ‘Shoe Sampler’ app, where a user simply has to point their phone at their feet to instantly see how different models and colours would look on their feet. These apps allow customers to go from trying to buying with confidence, and we’re certain that other businesses will be following suit in 2019.
Also, as recommended by Business Matters, ‘If you are doing business on Amazon, then taking advantage of this AR product visualisation facility will certainly help your customers.’
Whether it’s YouTube videos or live broadcasts on Facebook, Instagram or LinkedIn, the stats speak for themselves:
- 65% of executives visit a marketer’s website after viewing a website.
- 70% of watchers say that have shared a brand’s video.
- 72% of companies say video has improved their conversion rate.
- 90% of customers report that watching product-related videos helps them make their buying decision.
We’ll also see a rise in the 1:1 video approach, whereby brands send personalised messages to their customers, instead of calling them or sending emails. This can make enquiry follow-ups, advice and thank yous feel more genuine and sincere.
From 38% business implementation in 2016 to 61% in 2017, artificial intelligence (AI) is showing no signs of slowing down. Tools such as Predictive Analysis, Machine Learning and Natural Language Processing will be further integrated into all aspects of our industry, improving workforce productivity, automating tasks and helping managers identify business opportunities.
‘’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).’’ BeMedia
We can’t wait to see what else 2019 has in store.