To a degree, people are competitive creatures. We love a challenge when it’s all in fun. When we’re fighting for our livelihood, it’s a different story. It’s easy to see this in 2019’s digital marketing trends.
In today’s competitive digital world, every business is looking for a way to get a leg up. That’s why digital marketing trends are always changing. One strategy works until it gets saturated and then we move on to something else.
How can you update your marketing strategy in 2019 to take advantage of the latest trends? Try these options.
1. More Modes of Communication
Communication is one of the fastest-growing aspects of the internet. It’s great for customers but not so great for businesses if you don’t know how to capitalize on it.
Gone are the days when customers called you on the phone with their questions. Today’s customers reach out via email, Facebook Messenger, Twitter direct messages, and more.
As a business, you need to be available where your customers are. Have a plan in place to monitor all potential channels on a regular basis. After all, if a customer doesn’t hear back from you in a short time, they’ll move on to someone else.
Don’t have the personnel to monitor all these channels at all times? Something as simple as an automated message telling users how to reach you can still help.
2. Capitalizing on Content
You’ve heard the saying that “content is king” for several years in the world of digital marketing trends. It isn’t going anywhere.
People are more and more disillusioned with advertising. They’re tired of hearing sales pitches and they’ve learned to tune them out.
Your goal with your content should be to provide genuinely valuable information. You want to be a resource for people in order to gain their trust and recognition.
Remember that 40% of web traffic comes from organic searching. By putting out helpful and popular content, you can pull in that traffic.
3. Micro-Moments as a Digital Marketing Trend
Speaking of search traffic, keeping an eye on Google’s tips and advice is a must. This includes their theory on micro-moments.
Micro-moments refer to the short periods of time when web users are looking to fulfill a specific purpose. In other words, each person online has a specific goal and that goal is the only thing they’re interested in.
In particular, Google states that each user is in one of four micro-moments. They may be in an “I want to know,” “I want to go,” “I want to do,” or “I want to buy” micro-moment.
You can use this theory by thinking about the micro-moment each user is in when they’re viewing a certain page and tailoring the page to meet that goal.
4. Everyone Is a Storyteller
If you haven’t played around with stories on your social media pages, now is the time to hop on board.
Facebook and Instagram, in particular, have thriving “stories” features in which users can bind together a series of pictures and videos.
As a marketer, this is a powerful tool for you. Your story will show up at the top of your followers’ timelines, giving you extra visibility.
A story also lets you offer more detailed content and control the order in which users see your pictures. Experiment with stories in your social media marketing strategy for the year.
5. More Emphasis on AI in Digital Marketing
You’re hearing the term “artificial intelligence” everywhere, and it has different purposes in different situations.
When it comes to marketing, AI and marketing automation are all about using data. A user’s browsing data can help you deliver the ads to them that best appeal to their interests.
Artificial intelligence has great potential for upselling and earning repeat customers too. For instance, AI can analyze a customer’s shopping cart and make recommendations for add-on purchases.
In a similar way, you can email customers about new products you’d recommend for them based on their buying history.
6. Getting It on Film
Video marketing started as a “nice to have” and has worked its way up to being a “must have” in today’s digital marketing trends. It shows no signs of slowing down in 2019.
Your video marketing shouldn’t be a series of commercials. It needs to be educational and deliver helpful information your customers are looking for.
For example, let’s say you’re running a clothing boutique. Make a video that shows how to properly take your measurements. “Fashion trend of the week” videos can be hits too.
A simple graphic on the screen and a brief mention of your business name are enough to get the job done. Still, make sure the tone of your videos is consistent with your brand.
Each time you film a video, make the most of it. Post it on YouTube, your social media pages, and on your website when appropriate. You can send them out in e-blasts too.
7. Morality Marketing
During the economic recession, price was the top concern for most consumers. Now that we’re well into our recovery, consumers have other reasons for making their purchasing decisions.
More and more people are choosing which businesses to patronize based on their morals. Examining and improving the ethics of your business can have a surprising impact on your revenue.
You’ve probably noticed that more and more companies are raising their employees’ minimum wages. While they may want to improve their employees’ situations, they also love the publicity and positive image it gives them.
8. Chatting Them Up
When it comes to your website, how easy is it for users to reach you? If your communication could use a hand, consider the hot trend of chatbots.
Experts predict that chatbot use will skyrocket to 25% in the next year. That’s especially impressive when you realize that the rate was 2% in 2017.
A chatbot is an artificial intelligence bot that chats with your users on your site. You could use it to answer common questions or make suggestions based on the user’s activity.
There is a catch, though. If you don’t execute your chatbot well, it can have the opposite effect. Giving poor answers and misunderstanding questions will make customers feel like you’re absent and mechanical.
You also need to be careful about pushing your chatbot too hard. If your chat pops up every time a user goes to a new page, they’ll get annoyed in a hurry. That’s a sure way to chase away potential customers.
9. More Sophisticated Voice Assistants
Chances are that at least one person at your holiday parties last year received a digital voice assistant. These include the Amazon Alexa, the Google Home, and other brands.
On top of this, Apple’s Siri and Google’s voice assistant are popular tools for smartphone users
This matters to your marketing strategy because it impacts the way you do search engine optimization. Think about the way consumers ask questions and cater your content to fit.
One easy change is to add frequently asked questions on your content pages. Questions in headers make it easy for voice assistants to recognize when your content is relevant and share it with their users.
Depending on your business, you can even allow users to complete certain actions with their voice assistants. For instance, some restaurants allow customers to order through their Alexa.
10. Personalization in Digital Marketing
Your customers are busy folks. They don’t have time to sort through mass-produced information. Nor do they want to.
Instead, personalize your marketing materials so they’re relevant to each person. We’re not talking about tossing someone’s name in the subject of an email.
True personalization in 2019 is about tracking a person’s activity and using it to send them helpful information. When you send them an email with your newest products, include the ones they’re most likely to enjoy.
Another way to do this is with triggered touchpoints.
For instance, let’s say your business is a medical practice. Set up an email that goes out to any known user 24 hours after they’ve visited your site without setting up an appointment. This email invites them to schedule an appointment via email.
11. Finding Some Clout
In a perfect world, you’d be able to generate enough of a following online to fill your ledge and then some. That’s not often the case in reality.
That’s why influencer marketing will continue to grow in 2019. Part of the beauty of the internet is that people from any walk of life can have a voice and gain a following.
Reach out to influencers, especially those in your industry. For instance, you could sponsor a vlogger’s video so they’ll talk about your product. You may also be able to buy ads in their social media posts or in their videos.
12. Tinder for Businesses
When we say “Tinder for businesses,” we aren’t talking about business dating. We’re talking about location-based communication.
In 2019 we’ll continue to see a rise in geotargeting. Geotargeting involves targeting your ads specifically toward people in a geographic area.
While this isn’t new, it’s becoming more and more narrow. With smartphones, you can know where your users are at all times.
One tactic is to set up a radius around your location. For instance, perhaps you’re running an auto parts store that’s having a sale on a Sunday. Throughout that Sunday, you’ll send an email to every customer who enters your radius.
These hyperlocal targeted communications are often the final push someone needs before they make a purchase. They’re even more effective if you have an app that lets you send push notifications to customers’ phones.
13. Joining the Podcast Party
Podcasts aren’t new by any stretch of the imagination. For whatever reason, though, they’ve surged in popularity over the past few years. This trend will continue in 2019.
There are plenty of ways to take advantage of this as a marketer. The simplest option is to purchase ads on popular podcasts. Target podcasts that fit with your industry, like advertising your stationary store on a writing podcast, to reach qualified leads.
If you want to jump in with both feet, why not create your own podcast? You’re an expert in your area of business and there are sure to be customers who want to hear your insights.
For instance, let’s take the stationary store example. You could create a podcast about wedding planning.
You can be the expert when it comes to invitations and other correspondences. Bring in experts for the topics that aren’t in your wheelhouse like planning a menu or trimming a guest list.
14. Loading Speed
It should come as no surprise that today’s customers are impatient. They have long to-do lists and they aren’t willing to sit and wait for a site to load if they can easily get the same information elsewhere.
This is only part of the reason you should invest time in making your site load faster. The other reason is that directly impacts your search engine optimization.
Google has stated that they are prioritizing sites that load faster. For instance, let’s say someone is searching for “local gym.” If your competitor’s site is faster than yours, you’ll be playing second fiddle to them.
Taking Advantage of the Latest Digital Marketing Trends
Digital marketing changes fast enough to make your head spin. It seems like every day there’s a new online sensation and someone is finding a way to market with it.
In such a competitive environment, keeping up with the latest trends is the only way to stay on top. The digital marketing trends above can help you reach customers in all age ranges more effectively.
If this all feels too overwhelming for you to tackle yourself, you’re in good company. Call our digital marketing experts for more hands-on help with your success.