04 Jan New 2019 marketing trends
The 7 realities of 2018 that will affect the digital marketing trends of 2019.
We live in an age of constant change. We have to reinvent ourselves every single day of the week to adapt to the changeable circumstances we operate in. The same is true of marketing. The biggest challenge facing specialists in this area is staying up to date in a field which is continually evolving.
That’s why, at the beginning of the year, before creating our marketing strategies and initiatives and putting them into action, we need to familiarise ourselves with everything that happened in 2018 and take into account how it will affect the trends we’ll see this year.
According to the Team Lewis‘ webinar on digital trends in 2019, there are 7 realities of 2018 that will become trends this year:
1. Word of mouth:
In 2018, other consumers’ opinions became more important when someone was deciding whether or not to buy a product. That’s to say, consumers are more likely to buy a product that has been shared or recommended by a contact or a user they know through social media.
That’s why a safe bet for 2019 are micro-influencers. As opposed to macro influencers, these users have between 50-10,000 followers, and their main value lies in their credibility. The consumer pays attention to their messages and, most importantly, believes what they have to say.
Focusing a marketing plan on the use of micro-influencers specialised in the area is prioritizing quality over quantity. Their reach might be smaller, but their levels of engagement are much higher, as they’re authentic and interact more with their community. Making use of them to reach your target audience can help you to get more relevant leads.
2. The need for transparency in the online ecosystem:
In recent years, income from digital advertising has increased considerably (it hit 85 thousand million USD at the end of 2017). This increase in investment along with digital marketing fraud and the sale of false views or clicks means that brands demand much more control and data and process transparency in this advertising sector.
This is where Blockchain comes in, as in 2019 we’re sure to see it being adopted for purchasing processes in different sectors. This will mainly be in advertising, as it’s an area that lacks data and process transparency, and Blockchain guarantees that transparency. Another example of a system is Veracity. Its protocol is based on Blockchain, and its aim is to securely verify content consumption.
This kind of platform and digital security protocols will gain greater relevance in 2019, becoming a trend in transactions in online advertising and other fields.
3. Mobile First, the relevance of mobile connectivity
This year, mobile phones have consolidated themselves as the main device used for connecting to social media, followed by computers. In 2017, computers were still more widely used. It’s important to consider the impact that the fact that mobiles are the main device used for accessing the internet globally will have.
Regarding content, in 2018 mobile versions were viewed more than main sites (desktop versions). As a result, Google introduced its new indexing algorithm, Mobile First Index, which by default prioritises the mobile version when it indexes it, positioning it according to its usability, loading speed and content quality. Therefore, a main concern this year should be adapting and improving websites for mobile use.
Along with smartphone connectivity, this year will see the development of the integration of 5G technology into mobiles. This will provide better speed, new capabilities, progress in the IOT (Internet of Things), better quality coverage in rural zones or places where lots of devices are connected and the spread of devices that will operate in the areas of virtual reality and artificial intelligence. 5G will allow a smartphone to be connected to multiple devices at once. The logical evolution of this hyper-interconnectivity will be the integration of social media into all areas and services, with the aim of creating a more fluid experience and offering more complete services.
4. Change in content consumption
In 2018, the consumption of content in video format increased exponentially. Those that consume this content most are between the ages of 18 and 35. They don’t just consume, but they also create a huge amount of content through their stories. Both the creation of this kind of video for social media and live streaming will continue to grow in 2019. As a result of that, the focus should be on the concept of fast content, designed for brief, instantaneous consumption. We need to generate rapid, attractive video content that captures the attention of the user more easily and provides ways of developing a close relationship with consumers.
The relevance of this kind of rapid consumption video has meant Google has tried to integrate them into their search results. It’s estimated that in 2019 video will make up 80% of all internet traffic, and that said videos will be watched on a mobile. The internet will match television in terms of viewing hours, which will change the TV industry.
Another tool for communicating content that isn’t yet totally widespread is the Podcast. This is a format with a lot of potential, as it takes the shape of dynamic audio files that are very easy to consume. Although they’ve been around for a long time, in 2019 they will become more important and valuable, as you don’t need to pay much attention to them when consuming them. Anyone can listen to content in audio format at the same time as they do anything else.
5. Assistants and voice searches
With Siri, Google Assistant and Alexa, any user can ask a voice question using any phone. It’s predicted that in 2020, 50% of searches will be voice ones, and that 30% of those will be done without a screen, due to the shift of voice searches from the mobile to the home, with the market incursion of Amazon Eco and Google Home.
Because of that, it’s worth focusing on voice SEO to ensure that content can be found through this kind of search. It’s important to remember that, for these searches, you need to be the highest-ranking result. So, here are a few tips. Firstly, you need to ensure your location is correct, as the result is always the closest one to the user’s location. Secondly, always provide simple answers to specific questions. You need to answer the precise questions that a user would ask the voice assistant. Finally, respond to questions in a way that’s concise, clear and easy to digest. Answers in list format work best, as they mean better results for each question.
We’re living in the era of personalized marketing, which aims to create an individual experience for each user. Through programmed marketing, information about a client is collected and used. That means that clients receive adverts based on their wants, needs and preferences.
A few of the personalized solutions that will trend in 2019 are:
– Personalized websites, which use content optimization systems to offer dynamic content to participants depending on their IP address, location, whether it’s the first time they visit the site, etc.
– Wearable technologies (like watches) that send us information about the user and help us to develop consumer profiles with highly personalized information such as movement, stress levels, diet, heart rate, age, gender, etc.
– Product generation engines. Amazon, Netflix and Facebook use these to recommend things they think a specific visitor could be interested in or find useful. They compile information about the user’s preferences and offer them products that interest them.
– Chatbots. These are used to develop relationships with clients through different channels of text. It’s expected that in 2020 chatbots will be the main source of information for consumers and will operate more than 85% of customer service centres.
7. The reign of super apps
Super apps are mobile applications that allow users to manage all kinds of daily tasks without using websites or corporate applications. Their expansion has been the result of the capturing of a large number of users in a short space of time. They were created with a specific function in mind and a competitive advantage, as they’re free and offer coupon networks, discounts and the option of doing different things within just the one platform.
An example of this kind of app is Wechat, which had 580 thousand mini-programs as of January 2018, with information about more than a thousand million active users.
As the world of super apps starts to influence marketing, brands will team up with them to promote their services, leading to a change to business models.
So, now you know what happened last year and what could happen in 2019 and know about all the weapons you have in your arsenal, it’s time to let your intelligence and creativity run wild to develop your digital strategy and dream up new and innovative ways to reach your target audience.
2019 is already upon us, so let’s get cracking. If you’ve got any questions about how to attract and manage client relationships, don’t hesitate to get in touch.