Some industries stand still, some move with the times, others lead by example. One of those industries is Digital Marketing. To many people, marketing means billboards, print ads, or TV. But these days, the times have changed. Digital Marketing is Marketing. As people (your audience) spend more and more time online, on their phones, or on social media, that is exactly where you need to be, and you need to make it count.
Join us as we look at some of the key Digital Marketing trends to watch out for in 2019!
Artificial Intelligence is seen as the key to the future of many industries worldwide. Manufacturing, healthcare and finance are just some examples of industries adopting AI to reap its benefits. One industry you may not consider is digital marketing.
One of the most interesting sub-industries to come out of artificial intelligence so far is sentiment analysis. Powered by AI, sentiment analysis allows brands to monitor and listen to natural conversations online, bridging the gap between quantitative and qualitative data.
I live with my girlfriend in a one-bed flat right now, but we have a lodger (of sorts). Her name is Alexa. She’s small, doesn’t require food or water, and only speaks when spoken to, she really is the ideal housemate!
By 2020, 50% of all searches will be voice searches
Like with anything in life of course, people are beginning to monetise this new technology. As voice search becomes more and more popular, companies are bidding for the chance to have their answers appear and ‘speak’ back to you. The real trick to nailing this is to think longtail. Someone typing a query into Google may be more direct, but someone asking their voice assistant a question is likely to ask it in the same way they would speak to a human (even down to please and thank you, which my parents feel necessary).
Every main player in social media now has a live streaming service, that Joe Bloggs can utilise to broadcast things to the world as they happen. This may range from concerts, sporting events or just mundane day-to-day tasks. Live video has a particularly strong hold when it comes to gaming.
Streaming service Twitch is without doubt the market leader when it comes to live video, with it’s fiercely loyal and engaged user base consuming over 255 billion minutes of content in 2017. With over 30,000 paid partners in their partner programme, Twitch is continuing to grow, and it’s streamers can be ‘used’ like influencers to promote different goods or businesses relevant to their audience, which due to their demographic, are highly likely to listen to them.
If you’ve ever worked in marketing in any capacity, you will have heard “Content is King” (or Queen, it’s 2019 after all). Falling in line with the rise of voice search, content is becoming more and more conversational, and the content you write should contain keywords people might say, rather than keywords someone might type. With 40% of adults using voice search in one form or another at least once a day, you’d be mad not to capitalise on this potential market.
Influencer marketing has seen a huge boost in recent years, growing exponentially in correlation with the rise of social media. However, not every business can afford $1 million to pay Kylie Jenner for a shout out on Instagram! Local Influencer marketing is a growing trend, which is centred around lesser known influencers, often geographically local to your business. Local influencer marketing is beneficial for both your business, and influencers looking to grow their personal brand. It also builds brand trust, because if people see you are being promoted by an influencer, they can put a face to the brand, which bolsters their trust in you.
In the good ol’ days, people consumed media in a predictable manner. They would read the paper in the morning, maybe hear a radio advert on the way to work, and then would potentially go a whole day without being exposed to media, until they get home and put the television on. Fast forward to now, and people consume media in what have been dubbed ‘micro-moments’. These micro-moments describe the way people interact with media, rather than having very rigid times of the day, people are now more interactive than ever, coinciding with the rise of mobile.
Micro-moments are those times where you check Twitter while getting a coffee at work or scroll through Instagram when you’re waiting for dinner in the microwave. For brands, this means you have a very short period of time in which to catch the eye of consumers and engage with them.
Digital transformation you might be thinking, what’s that? Recently I came across one of the most simple and digestible examples of digital transformation I have ever seen, and it goes like this:
You walk into McDonald’s with your parents, salivating at the thought of a Big Mac. You get to the till, and the person behind asks if you want to go large. You *try* to pull off puppy dog eyes (only really works with puppies) in the hope that they cave and let you go large. You win! But it wasn’t this way for everyone. The default menu size was regular, or medium, and large was perceived as an upgrade, one which many people didn’t want to be sold.
You walk into McDonald’s (on your own, you don’t need your parents with you now), the glow of a three-foot-tall vertical screen fills your field of vision. You tap away adding and removing things from your burger, then you tap your card on the machine and that’s it, you’ve ordered! While waiting to collect your order, something strikes you – nobody ever asked if you wanted to ‘upgrade’ to large.
Next time you’re in McDonald’s, go to add a meal to your basket, and the default option now is large, and medium or small meals are a downgrade. This shift in getting people to think differently, or not think at all, is a brilliant example of how McDonald’s have employed digital transformation. They don’t have to even ask if you want the 30p upgrade to go large, it just comes as standard!
Social media isn’t going away anytime soon, and the cultural phenomenon is going to continue to grow and adapt with the times. With new ‘types’ of ads being developed and released, there are a plethora of touchpoints for you engage with your audience.
Facebook have recently launched ‘click to WhatsApp’ ad types, which rather unsurprisingly do what they say on the tin. Rather than taking people to your site, or getting them to fill in a form, the ad gets people to send you a WhatsApp message to your WhatsApp Business account. The beauty of this is that people use WhatsApp many times a day, and it is now pretty much native to them. By talking to people where they are comfortable, you can give your business a more human feel, making them more likely to convert.
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Here are some of the other trends to keep an eye on in 2019!