December 4, 2018
The marketing world is ever-evolving, and this year kept marketing teams on their toes. After major data breaches, privacy and authenticity became paramount for consumers. The General Data Protection Regulation (GDPR) and continuous updates in social media account safety have made it difficult for businesses to stay in front of consumers.
In response, some marketing trends are now at the forefront of strategies to reach targeted audiences in a more natural, effective way. Next to influencer marketing and video, these are some of the top trends that will continue to make the most difference in 2019:
Alternative means for searching using tools from Google, Apple and Microsoft provide accuracy and simplicity while using hands-free, natural speech. Additionally, they are processing more local, custom searches, such as the hours of a nearby coffee shop that also sells bagels. It’s estimated that by 2020, 50% of all searches will be voice searches.
With the increased demand for brand authenticity, user-generated content is key. In fact, 60% of consumers say user-generated content is the most authentic form of content. Integrating video, success stories and pictures from customers increases trust and brand awareness.
Not only do chatbots save time for businesses, but it alleviates frustration and provides immediate responses for consumers. It addresses customers’ needs while also responding in a way that sounds human and expresses the personality of the brand. This allows businesses to focus their customer service on more specific, difficult needs. With 1.4 billion consumers interacting with chatbots, 80% of businesses are already using or plan to use chatbots by 2020.
The first position on Google search results on mobile has a 31.35% click-through rate. Considering that 48% of consumers start mobile research through a search engine, optimizing for mobile search, website speed and responsive design will boost mobile-first indexing and reach more consumers.
According to eMarketer, almost 90% of digital display ads in the U.S. will be programmatic by 2020. This automated ad buying is fast, efficient and increases conversions while decreasing customer acquisition costs by targeting more specific audiences. With the emergence of programmatic audio, marketing teams will be able to reach even more consumers wherever they are.
As consumers switch between mobile, tablets and desktop devices, creating a seamless experience that allows consumers to research, add items to their cart and check out on the different platforms is vital. Additionally, their experience with your brand should remain consistent between social media, your website, printed materials and advertising.
Contact excelerate Digital for help implementing growing trends in your 2019 marketing strategy.