Digital marketing continues to evolve as time goes by. In 2019, marketers have to be quite vigilant when it comes to marketing trends that will define marketing strategies for the upcoming period. The main reason for watching out for trends is important is that the trends themselves reshape consumer behavior, purchasing decisions, and many other relevant factors.
Companies that are unable to adjust to the latest trends will most likely lose their relevance on the market, as well as lose their competitive edge. On the other hand, companies that manage to adjust accordingly will be able to maintain consumer engagement through effective marketing and outrun their competitors, among other things. Another reason why trends are so powerful when it comes to shaping marketing strategies is that the market itself has become oversaturated.
Consumers want to see something different and unique than what they’re used to seeing from various marketers. Therefore, by identifying how trends affect consumers, marketers are able to create a whole new experience for their customers. With that in mind, here are a few digital marketing trends in 2019 that you definitely shouldn’t miss out on.
Content remains king
One of the marketing trends that always remains effective and relevant is content. Online consumers will always consider content valuable. Content can entertain, educate and inform consumers, which is why it’s held in high regard from a consumer point of view. However, while the quality and relevance of content always remain the same, the nature of content changes based on market trends and consumer preferences.
With that in mind, the content designed for the general audience will constantly have importance in the marketing world, but it’s also time for marketers to develop content designed for specific audiences in mind as well. That’s why it’s important for marketers to truly understand their audiences, in order to determine who, how and with what purpose to target with content marketing. After all, if your content is to be successful at driving audiences’ engagement, it has to be specifically designed in accordance with their needs and interests.
Video becomes a must
Visual content, especially video format, has been gaining momentum in terms of popularity and consumption, for a couple of years now, and it shows no signs of slowing down any time soon. For example, the video has become highly relevant on social media platforms, with it being one of the best performing content types on Facebook, for instance.
When it comes to consumer engagement, ROI, marketing effectiveness and many other factors, video content has become a necessity in every marketer’s arsenal these days. However, even though the quality of the video itself is very important, consumers are more focused on the authenticity of the content rather than the quality of its production.
That being said, in order to provide an audience with the right quality video content that will be both genuine and engaging, companies might need some help, to begin with. As an example, if you’re running an Australian-based company, you might consider video production in Sydney as a means of stepping up your video marketing game. Embracing video content for both B2C and B2B marketing efforts may easily be the right solution to your marketing problems.
The rise of new technologies
Modern technology shapes market trends, which further shape consumer behavior. Marketers who wish to remain relevant to their consumers must also be on a lookout for technological trends as well. It’s no secret that the newest technology had a large role to play in how digital marketing looks today. The fact of the matter is that technology continues to impact digital marketing.
Nowadays, technological trends, such as artificial intelligence (AI), augmented reality (AR), big data and others are influencing not just customer experience but also marketing strategies. As an example, chatbots powered by AI technology have become more and more integrated into marketing campaigns. Marketers leverage chatbots to provide a seamless and exceptional communication channel between consumers and brands.
The main reason is that chatbots can utilize their machine and deep learning algorithms to provide a truly unique experience to users regardless if it’s just customer service and support or personalized promotion based on consumer preference. That being said, technology isn’t just giving birth to marketing trends, it is a marketing trend no marketer should miss out on.
Email is here to stay
Although many marketers continuously argue whether or not email is losing its relevance or not, the fact of the matter is that email is still as effective as it ever was. In fact, the number of email users worldwide is estimated to reach a whopping 4.4 billion by 2023. Email is another marketing trend, aside from content, that continues to survive as relevant each year.
The main reason is that email is an effective communication tool and it can get more personal than any other marketing channel. Therefore, marketers who use email for personalization won’t regret doing so any time soon. However, generic email marketing is indeed losing its relevance and effectiveness. Still, that doesn’t mean email should be discarded altogether. As a matter of fact, email will and it should become more personal.
Consumers these days are more focused on personalization originating from brands and email can easily deliver such personalization. By segmenting your email list, tailoring personalized messages to different segmented groups, adding short but memorable content to emails and by following a narrative unique to your brand, you’ll be able to take personalization to an entirely new level with email marketing.
Digital marketing constantly changes each year. Although it may not seem like these changes are drastic, there’s always something new to look out for. That’s why marketers shouldn’t miss out on critical marketing trends in 2019 unless they wish to risk losing their edge and their relevance on the market.