It may be a little overdue and yes, we know it’s March, but we’ve spent the beginning of the year keeping an eye on industry news, and blog articles, collating key marketing trends that are set to shape marketing in 2019.
The likes of Forbes and Smart Insights are expecting to see big things from AI in 2019. Put simply AI allows marketers to anticipate customer patterns and behaviour based on collected data and ensure the right marketing channel is used to engage.
A report carried out by SmartInsights showed marketers believe they will see a return from using the latest AI tools to enhance personalisation and automation this year. Salesforce reported in January that the use of AI amongst marketers will grow by more than 50% in the next two years, for the purpose of better ad targeting. Expect to see AI used this year to optimize ad creative images and target creative messaging, based on the user's experience.
Voice Search & Marketing
Voice search is mainly carried out by a smart speaker such as Amazon’s Alexa, which responds back via voice immediately to a question asked. Or installations on devices such as Siri and Google Assistant, which display written search results on screen. According to Comscore, by 2020 50% of all queries will be voice-based.
As popularity continues to grow, we expect to see increased use of voice advertising and also, voice engine optimisation. Marketers will have to research and focus on the terms their audience may use, leveraging the opportunity to deliver targeted content and potential increased click-through rates. Not only that, but it will become over more important to ensure all images, videos and pieces of content are tagged appropriately with meta descriptions and alt-text.
If you aren’t sure what an influencer is, perhaps, we’ll tackle that in a later post. Over the past couple of years, the term ‘influencer’ has been bandied around and we have seen significant growth in ‘influencer marketing’. Influencers can be celebrities, Instagram and YouTube stars or well-known bloggers who have a significant following and ‘influence’. Like using a real review platform, end users usually trust consumer opinions over corporate messaging. Over the next year, we expect to see the growth of the micro-influencer continue brands can avoid significant cost of high-level influencers and work with micro-influencers, those who have high engagement and low following.
Whether you’re creating video content for Instagram, Facebook, YouTube or your own website, video when done right, can be an incredibly effective marketing tool. Video not only allows you to share a lot of information in a creative way but also convey your brand's personality. According to Facebook, 79% of consumers would rather watch a video to learn about a product or service, than reading text on a page. Plus, thanks to Facebook, Instagram and YouTube, live content such as a Facebook Live is the fastest growing segment of video. Not only is it effective because it is free, but live video also provides users with real-time engagement with a brand and brands can engage with a greater audience quickly, whilst building a relationship.
Chatbots & Social Messaging Apps
45% of end users prefer to use Chatbots as a way of communication in customer service. Chatbots allow for improved customer experience and better engagement for brands with their audience, whilst providing real-time assistance and pro-active interactions.
The example below shows how Nike effectively use Facebook Messenger to create conversation.
We’d love to hear your thoughts on any trends you think will shape Marketing in 2019, or are you planning on implementing any of the above into your marketing plan?