Technology is growing at such an amazing rate at the moment. As a result, digital marketing is also changing fast. If you don’t want to get left behind, you must ensure that your marketing strategy evolves as time passes.
That’s a no-brainer, but where do you start? Do you shake up your content marketing strategy, do you focus on mobile marketing, or do you start somewhere else? Plug that question into Google, and you’re going to get a ton of conflicting answers.
It’s easy to find answers online. Whether or not they’re the correct answers is a little harder to establish. With that in mind, we’ve researched the top digital marketing trends for 2019 and laid them out for you in this post. Let’s check them out!
There are two main schools of thought when it comes to AI – those who believe it could benefit the mankind enormously and those who see a future where robots control the world. Whichever side of the argument you fall on, it’s basically all semantics now.
AI has already advanced to a level where it’s pretty much unstoppable. We don’t have to worry about computer overlords right away, but AI is already at a stage where the only way to stop it is to go completely off-grid and never open a smartphone or laptop again.
How does AI factor into marketing? It’s simple – having as much data as possible helps you to build a far better idea of what your client is like. The problem is that there is so much data out there that analysing it effectively could be difficult.
Enter AI and the task becomes a lot simpler. Imagine a world where you could gather data not only from interactions with your clients but also from interactions across social media. You’d get a complete 360-degree picture of who your clients are and what’s most important to them.
Now let’s take it a step further and analyse what your competitors are doing online. Think of everything that people share online – there’s a wealth of information if you know how to look for it.
Well, stop imagining – there are software programs that can process this data and a lot more. You don’t have to spend weeks or months analysing it all – the software can do that in minutes.
If you’re not using AI in your marketing strategy this year, you’re missing out.
Voice Search and Smart Speakers
What do Alexa and her cronies have to do with digital marketing? A lot. Just take a look at the projected growth of the voice and speech recognition tech for Europe between 2015 and 2024.
If that doesn’t convince you to start preparing seriously for voice search, nothing will. How do you optimize your site?
It’s fairly simple:
- Use conversational language when creating content. People using voice search tend to use full sentences as opposed to keywords. Try to think about the different questions that may be asked and answer them.
- Do have a FAQ page. To better match longer queries, you’ll need to answer them as extensively as possible. The best way to do this is to create a page of frequently asked questions. Don’t just rely on this single page, though. Address them in your blog posts as well.
Automation Through Chatbots
We live in a society where we want instant answers. We don’t want to have to pick up the phone and call someone or wait for an email reply. Instant online chat is a lot simpler, and we get the answers straight away.
Having staff members ready to answer questions can work out pricey, though. And you can never really be sure that they’re answering the questions correctly. That’s where chatbots are becoming even more essential.
They’re a once-off expense that can pay big dividends. They can provide simple answers to basic questions, or even look up balances. Nordstrom had a bot created to help clients pick out the perfect gift.
In fact, they’re already being applied by various companies globally. You might even have been helped by one yourself. At the moment, they’re not as advanced as they’ll become soon, but for simple queries, they can be indistinguishable from a real human.
Marketing Using Local Influencers
Okay, so you know that if you get Kim Kardashian to endorse your new clothing line, it will sell out in seconds. Let’s be honest, though, how many small to medium businesses have the kind of money it would take to pay Kim for her endorsement?
Local influencers are a much better bet because you can build a relationship and work together. To win this game, it’s best to focus on long-term campaigns. Sure, it’s great if the influencer talks about your brand on Instagram once. You’ll get some exposure that way.
The downside with this is that it’s a one-time deal. Think instead about getting them to do series of promotions so that you get more long-lasting benefits.
Marketing gurus have been saying for a long time that it’s essential to start including videos in marketing campaigns. Most people these days would rather watch a short video than read a long product description. The video can convey a lot more content anyway.
That’s something that you no doubt already knew. Want to know how to upgrade this tactic for 2019? Use live video streams. Okay, we know that live streams are scary. What if something goes wrong? What if you make a mistake?
Well, most viewers today are getting blasé about video content. They know that those perfectly crafted, flawless videos took a lot of planning to execute. As a result, they’re less likely to believe what is being said.
We want our content to be amazing, but not too polished. Live streams allow the company to show its human side. It’s seen as more authentic because there are no do-overs.
Overall, digital marketing has come a long way since it’s early days. With the rate at which technology is advancing, it’s likely to be unrecognisable in a few decades. In the meantime, the savvy marketer needs to keep up with the advances and act on the trends as early as possible.
That’s the best way to stay ahead in the marketing game.
Hristina Nikolovska As the Marketing Manager at SEO Tribunal, part of Tina’s daily engagements involve raising awareness of the importance of digital marketing when it comes to the success of small businesses. As her first step towards this journey was in the field of content marketing, she’s still using every opportunity she gets to put her thoughts into educational articles.