The digital marketing landscape in 2019 is undergoing some dramatic changes. There are a number of new digital marketing strategies and trends that are starting to assume importance in this landscape that encompasses SEO, content marketing, social media, and PPC. These include elements such as voice search and artificial intelligence, which not too long ago, might have been dismissed as the stuff of sci-fi movies.
But we now know they are real and here to stay. As a business, you need to know how to utilize them in order to succeed and get ahead because the digital marketing strategies that worked last year may not necessarily prove effective this year.
Here are 6 of the hot digital marketing trends for the rest of 2019 that require your attention.
1. Artificial Intelligence
AI or artificial intelligence is already employed in digital marketing for analyzing consumer behavior and search patterns, for utilizing data from social media platforms and blogs to help businesses get a grasp on how customers find their products and services. Even as recently as a few years ago, marketers may not have considered incorporating artificial intelligence into their digital marketing strategies.
However, 2018 was a year when more and more marketers were getting comfortable and were gaining more confidence in employing artificial intelligence as a digital marketing strategy since it has proved to be effective.
In fact, the potential for its further evolution into a territory where it could even surpass humans is great. A recent survey conducted by Salesforce showed that 51% of marketers plan to or are already using AI and 27% more are planning on incorporating it as part of their digital marketing strategy this year.
If you don’t want to jump all in with using AI for your own advertising, one way of getting started is by enabling Google Ads’ smart bidding strategies. Google Ads uses machine learning and AI to find people who are more prone to responding to the ad. To accomplish this, they analyze users’ information to determine the best audience.
There is no question that chatbots will continue to be an important digital marketing strategy in 2019 and for the foreseeable future. Simply explained, chatbots are artificial intelligence systems with which you interact through instant messaging. You could use this technology for anything from the weather to troubleshooting technical issues.
You may prefer to interact with chatbots because they tend to be prompt with responses, accurately recall a customer’s purchasing history and don’t get emotional or impatient. These virtual assistants are establishing a track record of excellent customer service and automating repetitive jobs. Large companies can use chatbot technology to communicate with customers for a range of functions from choosing the type of ride to tracking the location of a car or making a payment.
3. Personalized Marketing
If you wish to stand out with your product or service in 2019, it is important that you need to personalize your marketing in terms of products, content, and messages. You now have data such as a consumer’s purchase history available at your fingertips. You have information about consumers’ behavior and which links they click on. Customizing content is easier now than ever before.
There is no question that personalized marketing improves your relationship with your target audience and customers. Netflix is an example of a company that effectively uses personalized marketing. When you log in to your Netflix account, you can personalize everything including the order of programs, banners, and search to your preference.
Personalized marketing can drive revenue by helping you identify which types of ads or messaging your customers engage with and allow you to narrow your focus and targeting. When you dedicate time and resources to implement personalized marketing strategies, you will benefit from a competitive advantage both in terms of customer satisfaction and brand loyalty.
For instance, most CRMs (customer-relationship management platforms) have the ability to automate and personalize emails based on the customers’ activity. Emarsys gives some good examples of personalized marketing campaigns.
4. Video as a Marketing Tool
Videos have consistently proven to be an effective tool when it comes to digital marketing. It’s not just YouTube. To promote better user engagement, you can post videos or start a live broadcast on Instagram or Facebook.
Live video is quickly growing in popularity with more and more companies using it for interviews about their products or services – explanatory videos, product demos, and even slice-of-life pieces.
Social Media Examiner has found that an estimated 250+ million active users view Instagram Stories every day. They’re also giving you some ready-to-use ideas on what types of videos you could use.
With smartphones being able to capture high-quality videos, this is getting increasingly easy. In addition, 360-degree video content, which allows users to interact more, is gaining in popularity. Your video should focus on a story rather than sales. Appeal to your customers’ needs and emotions. Shorter videos work best. Don’t be afraid to use humor and plenty of creativity.
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5. Influencer Marketing
This refers to a type of marketing that is anchored by so-called influencers, key leaders who drive a brand’s message to a larger market. So, in these cases, instead of marketing directly to a certain audience, you pay influencers to get the word out for you, often through social media. In their “The State of Influencer Marketing”, Linqia has found that 92% of marketers cited Instagram as the most important social network for influencer marketing in 2018, followed by Facebook (77%).
Influencers don’t have to be celebrities. They may be YouTube stars or popular figures on Instagram with millions of followers. Many companies have now also gone for “micro-influencers”, shedding stars and celebrities for real people who can provide genuine, real-life testimonials.
6. Voice Search
As more and more people use voice search technology, companies are being forced to reconsider their digital marketing strategies in 2019. Voice search (Siri, Alexa, Google Assistant) plays an important role when it comes to providing relevant information people are searching for through audio content. Also, the number of errors made by voice assistants such as Alexa and Siri has been reduced thanks to improvements in artificial intelligence.
Companies are beginning to use voice search technology as a way to boost sales. You may soon be able to buy voice ad space. When you are producing audio content, don’t forget to use keywords that people will speak rather than type.
These hot digital marketing strategies could help you not only stay ahead of the curve and empower your brand but also increase audience engagement, leading to productive, meaningful conversations and, most importantly, more conversions.