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22 Digital Marketing Trends You Can No Longer Ignore in 2019 & Beyond
Many new digital marketing trends and strategies are evolving in the current high-tech, Internet-connected era, which means that businesses need to use them to succeed in their efforts because what worked for you last year may not work (as well) this year.
For example, Microsoft and Uber are two companies – in addition to malls, sports arenas and campuses – that are using Knightscope K5 robots to “patrol parking lots and large outdoor areas to predict and prevent crime.
The robots can read license plates, report suspicious activity and collect data to report to their owners.” You can rent these R2-D2-like robots for $7 an hour — which is less expensive than a human security guard's wage.
Just a couple years ago, Gartner analysts predicted that by 2020 (now a mere 6 months away!), AI technologies would be pervasive in almost every new software product and service – a prediction that Harvard Business Review seconded earlier this year.
As per Techgrabyte, “Artificial intelligence is the biggest commercial opportunity for companies, industries, and nations over the next few decades” and “will increase global GDP by up to 14% between now and 2030.” An indisputable fact that means “AI latecomers will find themselves at a serious competitive disadvantage within the next several years.” Here are the top reasons why organizations are adopting AI into their business:
Such tools like programmatic demand-side platforms can use hundreds of targeting signals to individualize the advertisement and even target according to lifestyle or behavior habits when integrated with customer data platforms.” Here’s a quick look at how programmatic advertising works:
Consider these personalization stats: As per EmailMonks, “Personalized, triggered e-mails based on behavior are 3x better than batch-and-blast e-mails.” Top examples of businesses leveraging the power of personalization always include Netflix and Amazon, with their tailored recommended products or movie titles.
These statistics show the popularity of social messaging apps and since people are spending more time messaging each other, it makes sense to market your company’s products and services where your potential customers are hanging out.
Social messaging apps can be very useful in sending messages to customers directly, as they allow personalization (see #4 above) and add value to users’ experience. In addition, people expect businesses to have a presence on messaging apps because it’s a direct and easy way to interact with them.
Not surprisingly, Pinterest has jumped on the visual search bandwagon – they came out with Lens, a visual search tool that allows users to take a photo of an item to find out where to buy it online, search for similar products or view pinboards of related items.
Micro-Moments are “moments when we turn to a device – often a smartphone – to take action on whatever we need or want right now.” People generally make instant decisions on what to eat, which restaurant to choose, what to purchase or where to go, so the Micro-Moments that every marketer should know about are:
To take advantage of micro-moments in 2019, you need to be where consumers are searching for information in the moment – or, as Google puts it, marketers have to “be there, be useful, be quick.” The growing popularity of micro-moments means that marketers must rethink the linear buyer funnel that follows a set path: awareness, consideration and decision.
This makes the quality, relevance and usefulness of marketing more important than ever.” To get the most out of micro-moments, you should: The increasing use of voice search has made it important for companies to rethink their digital marketing strategies in 2019.
As Digital Marketing Institute puts it: “Adopting a voice search strategy isn't just about remaining relevant – it’s also about creating a unique and optimized customer experience that will foster relationships and build brand loyalty.” Many brands have included voice search in their digital marketing strategies to deliver value-based content effectively to their customers, such as: Google Assistant has 2,000 “actions” and Alexa has 30,000 “skills,” which are functions that allow these voice assistants to react very specifically to user commands and queries.
In fact, using personalized push notifications increases conversions: Notifications triggered by behavior are being used to re-engage users who have shown interest but failed to convert, and in recovering revenue from abandoned shopping carts.
The feature is currently limited to a small number of high-profile brands (but is sure to be rolled out to everyone else soon enough), including: However, if you’re keen to get started now with social commerce, there are plenty of other services offering a solution, such as Jumper.ai and ManyChat’s payments option.
To stay ahead, brands must present a seamless, consistent voice and message across all available mediums, including physical storefronts, social media channels, online, in catalogs and anywhere else you can imagine.
Stats show that brands using three or more channels in an automation workflow can see these results: With ever-more sophisticated SaaS companies providing the tools to manage multiple channels more efficiently, it’s becoming easier to manage an omni-channel strategy, although it remains a huge challenge.
In digital marketing, we will see a lot more of this, as it is being used in advanced lead scoring, improved segmentation and individual personalization, in order to reduce churn and improve customer loyalty, just to name a few of the applications.
Graham: “Where predictive analytics uses machine learning to predict what will happen, augmented analytics uses machine intelligence to boost human intelligence with the why, so we can work faster and smarter on ever-larger datasets.” Gartner predicts by 2020, over 40% of data science tasks will be automated, which means that insight into the enormous amounts of big data that businesses are collecting will allow for better and more personalized decision-making and thus increased productivity.
Dive Deeper: While the idea of marketing to people based on their location is nothing new, we do expect an increase in the use of geo-fencing – this market is set to grow to $2.2 billion by 2023 – along with the rise of mobile use:
A target area is defined as , say, within a mile of a restaurant, and when a user enters or leaves this area, they receive a push notification, text message or other form of marketing communication.
By 2020, the number of smartphone users is expected to reach 2.87 billion, so with total page views on mobile increasing year-over-year at almost 50% worldwide, mobile is more crucial than ever to your digital strategy:
Quantum computers, however, use a new unit of measurement, a single atom known as a qubit (literally ‘quantum bit’), which ‘greatly increases the computational power of a system.’” Another way to visualize quantum computing is to imagine a huge library: “While a classic computer would read every book in a library in a linear fashion, a quantum computer would read all the books simultaneously.
Quantum computers are able to theoretically work on millions of computations at once.” Real-world uses of quantum computing include things like drastically helping the medical field, but in terms of digital marketing, here’s what we can expect: The future of digital marketing is definitely being transformed by technology.
Big data, AI automation, immersive technologies and smart tech are changing the way brands analyze customer data and interact with their audiences – who are getting more savvy and expect a truly personalized experience.
To stay ahead of the curve and increase conversions in the coming years, you’ll need to get better at producing custom, conversational content – particularly audio and video content – to share with your better-targeted audience.
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- On 22. januar 2021
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