Kerry Hale | Business 2 Community
There’s no question, the digital marketing revolution is here — and it’s moving quickly. But with new technologies emerging every day, and digital advertising techniques changing in real time, it’s no longer enough just to keep pace. Staying ahead of the curve requires looking forward to what’s coming next and then taking the right steps to get your business where it needs to be.
Getting – and Remaining – Ahead of the Game
Following are six important developments that are sure to impact the world of digital marketing in 2019.
1. The World Is Quickly Turning to Virtual and Augmented Realities. Remember the hysteria around Pokémon Go a few years ago? People of every age walked into cars and slammed into one another on the street as they immersed themselves in this new and exciting reality. Gaming may be how the masses interpret and understand augmented and virtual realities (AR and VR), but there’s also tremendous opportunity for brands to use these technologies to improve the customer experience.
IKEA has been experimenting with VR gaming technology since 2016 when the well-known furniture brand announced the Virtual Reality Kitchen, IKEA VR Experience—a shopping app designed to let customers’ try out different IKEA solutions before buying them. Users can experience the look and feel of a customized kitchen, for instance, with just a click, moving about the space easily while testing different finish or cabinet solutions.
More recently, Nickelodeon entered the VR and AR landscapes by adding an AR mode to its mobile app and launching SlimeZone, “its first multiplayer, social VR experience.” The children’s channel hopes that these new high-tech additions will “keep kids on board in the face of distractions elsewhere.”
In 2019, we’ll likely see more brands take bold steps such as these to revisit VR and AR in ways that add value to consumer experiences.
2. Voice Is Becoming the Ultimate Search-Marketing Tool. ComScore estimates that, by 2020, half of all search queries will be voice-based — a prediction that’s causing shrewd brand marketers to sit up and take notice. Voice recognition technology is only expected to grow bigger and better, and consumers are welcoming the convenience of intelligent voice search with open arms.
To get in front of this trend, think about the differences between text and voice search. More specifically, consider what your customers might speak, rather than type when making an inquiry. It also makes sense to start writing in a more conversational tone to develop content that better aligns with voice search. Finally, if you haven’t done so already, optimize your site for mobile — like, yesterday.
For now, the majority of voice search usage is based on utility — people use it most when their hands are full or when they’re driving. But as word accuracy rates improve over the next year, and consumers become more accustomed to having their needs met, expect to see brands competing on yet another platform, as they struggle to understand how to be found in voice searches.
3. AI-Powered Solutions Are Everywhere — From Small Businesses to Large Enterprises. If 2018 is the year brands started to experiment with artificial intelligence (AI) and machine learning (ML) applications, 2019 will be the year they get it right. From chatbots to robotic process automation, the value of improved efficiency, increased productivity and higher customer satisfaction is becoming clear.
In 2019, AI-powered technologies will take customer-centric marketing to a new level. Huge differentiators, expect better trend analysis, enhanced customer profiling, and even more sophisticated personalization strategies.
“Marketers should look to how they can use AI as a way to understand what content a potential customer is consuming, whether it is marketing generated content, support or technical documents or user generated, which will allow for more personalized customer experience and high customer satisfaction,” says Lisa Matherly, VP of Content Marketing at McAfee.
As you start to dig into the data you collect and store, deploying smart AI-powered applications will help you reach targeted audiences with precision, increasing efficiencies and paving the way for extraordinary customer experiences.
Digital workflow will become easier too, as simple-to-deploy AI-powered solutions are made available to more businesses looking to maximize the technology. For instance, media agencies can optimize paid advertising campaigns for their clients by using smart algorithms to analyze the performance of campaigns in motion. With automated A/B testing and algorithms that update themselves in real time, necessary improvements can be made on the fly to increase marketing ROI.
At the enterprise level, software-as-a-service companies provide AI-driven automation and workflow solutions that dramatically improve digital operations across healthcare, banking, insurance, and more.
4. Video Views Lead Internet Traffic. Video is eating the web — a phenomenon we recognized years ago when the Washington Post predicted that video would account for 80 percent of all Internet traffic by 2019. That makes sense, because the average attention span is short, and most people would rather watch a video than read a blog post.
Realizing this, brands enthusiastically publish video from live events and behind-the-scenes moments. They create video tips and tricks and anything else they can scrape together in a pithy two-or three-minute piece. Yet, video marketing only succeeds if it delivers what consumers want, when and how they want it.
Done well, video marketing produces amazing results. According to HubSpot, simply adding a video to an email boosts click-through rate by a staggering 200–300 percent, and putting one on a landing page increases conversion rate by 80 percent.
Next year, live video feeds will continue to explode, but the real differentiator going forward will be originality. Interactive video and imaginative video marketing that encourages user engagement will quickly outpace video for the sake of moving pictures. Consumers become bored quickly — brands that use video to engage and excite users will win.
5. The Onslaught of Native Advertising Is Pushing Marketing to Be More Creative. Today’s consumers are resistant to advertising, and the sudden increase of ad blockers has made it increasingly difficult for marketers to send out their messages.
If companies want to reach new consumers in 2019, they’ll have to work on making their advertisements blend more naturally into content.
Native ads provide a much-needed break from in-your-face techniques like banner ads. However, as brands work desperately to become less annoying, they’ve successfully blurred the lines between native and traditional ads.
“It can be difficult to know if that article you are looking at on Mashable is a real article or a sponsored native one,” says Bernard May, CEO, National Positions. In the future, “Platforms may run into a situation where customers might request a clearer differentiation between various types of content … pushing marketing to be more creative, less disruptive, and a bigger part of the conversation.”
Despite consumers growing wiser, native ads are becoming an essential component of the marketing mix for several major brands, including Airbnb, Lexus, and Visa, says Nedelina Payaneva, digital marketing specialist at Asian Absolute.
In the coming years, Pavaneva believes businesses will leverage native ad strategy through social media like Instagram Stories, showing content that users hardly recognize (or mind) as ads.
6. Programmatic Advertising Is Going Mainstream. In 2018, we’re seeing the growth of programmatic advertising. The technology that was once reserved only for media-buying is on fire and predicted to account for two-thirds of the world’s digital display advertising by 2019. Buyers and sellers are investing heavily in automated ad buying — and they will continue to do so.
Digital display is well on its way to becoming 100 percent programmatic. But what’s really interesting is how traditional media is following suit. You can expect to see this shift from programmatic to traditional media begin to take shape in 2019.
Wrapping It Up
The future of digital marketing is bright. With virtual and augmented realities inspiring new engagement, and marketers tapping into greater creativity, brands will find it easier to be authentic and responsive to their customers’ needs.
As businesses become more familiar with artificial intelligence and machine learning capabilities, they will deliver better, more sophisticated, more personalized experiences. With access to more data, better insights, and new opportunities, the future will leave no smart businesses behind.
The Top 7 Digital Marketing Predictions for 2018/2019
Gordon Donnelly | Business 2 Community
1. We’ll see the rise of 360-degree video/virtual reality campaigns
If you checked out our post on the best video editing software for beginners, you might remember reading a lot of about 360-degree video. That’s because nearly all the top pieces of video editing software now offer 360-degree video support—a development that occurred in the last year or so—giving marketers, amateurs, and surfer bros alike the ability to get radical:
If, you’re skeptical about the benefits of virtual reality (VR), and worried that too much virtual immersion could devolve into a never-leave-the-house-type situation, a quick scan of some of 360-degree content around the web might put your mind at ease. Ex-military men and women afflicted with PTSD are using virtual reality to reclaim their lives; those afraid of flying are therapeutically exposing themselves to take-offs and other in-flight experiences; this dude climbed a tree—think of the marketing possibilities! The best video marketers will leverage VR to seamlessly evoke the feeling—be it joy, comfort, whatever—they want their customers to associate with the purchase and use of their product. Sound more effective than a text ad? We think so too!
We still might be a few years away from widespread, effective use of VR in marketing; but innovators will get the ball rolling this year.
2. The potential of chatbots will finally be realized
While lead generation still gets the glory, customer support brings home the days-simmered bacon. Nurture doesn’t stop once your prospects pass through the funnel. Do you know much easier it is to sell to an existing, happy customer, than to a new prospect? 14 times easier.
The chatbot was in bold atop most marketers’ “2017 predictions” lists, but it proved more a shy debutante than an all-out party-crasher. This year, companies are expected to put more effort than ever into testing and implementing artificial intelligence (AI) technologies. The global chatbot market is predicted to grow substantially year-over-year—one report has it reaching $1.23 billion by 2025 (a compounded annual growth rate of 24.3%). And an Oracle survey found that 80% of chief marketing officers, chief strategy officers, senior marketers, and senior sales executives already use chatbots, or plan to use them by 2020. Put simply, the customer service revolution is already in motion.
Given improvements in AI technology, the growing understanding of the importance of customer support, and the anticipated market trajectory, we predict chatbots are going to have a huge year in 2018.
3. Brands will allocate more budget than ever to influencer marketing
Notice that 90% increase in “influencer marketing” related queries from 2013 to 2016? Well, that number more than doubled in the past year.
Influencer marketing is quickly establishing itself as one of the most effective ways to increase brand exposure and credibility. It allows brands to skip countless hours of targeting and nurturing, and has become a more time-effective (and often cost-effective) way to reach new potential customers. The majority of marketers rate influencer marketing among their most cost-effective channels; ditto, among their fastest-growing channels for online customer acquisition. Look for more brands to get in on the act in 2018.
4. SEOs will finally be forced to take voice search seriously
I was riding alongside my sister’s boyfriend, John, on the way to Christmas Eve this past week, when The Cranberries’ “Zombie” came on the radio. John wondered aloud whether the song was released in the 90s (it was), and, pulling out his android, asked Google Assistant. That’s the wonderful thing about voice search. You no longer have to keep your Zombie-related queries IN YO’ HEADDD.
For real though: not convinced voice search is a trend worth paying attention to? Take a look at the number of articles published in the past year about “how to optimize for featured snippets”:
Up 178% from 2016! The biggest reason for the influx? Systems like Google Home and Google Assistant get their information primarily from featured snippets. They even cite the name of the site that answered the query. Have you heard that ridiculous stat that by 2019, video will account for more than 80% of all video traffic? Well, ComScore predicts that by 2020, 50% of all searches will be voice searches. 50% of all searches. If that number comes anywhere close to fruition, the SEO community is in for some serious voice search optimization in the next year plus.
5. Digital advertising will continue its pace to supplant traditional advertising
Data shows that consumers continue to spend less time with their television sets, and more time with their devices. Gone are the days of getting home from work and settling in for 2 hours of Seinfeld reruns. We now have more power than ever to personalize our viewing experience. Evidently, it’s power we intend to wield.
That’s great news for digital marketers. 49% of organizations do not yet have a clearly defined digital marketing strategy. About the same amount of small-to-medium-sized businesses have just a basic understanding of SEO. 60% of consumers still don’t even know a PPC ad when they see one. What does all this amount to? A digital landscape that’s ripe for cultivation, and a whole bunch of budget heading there in the near future.
6. Gated content will get all liberated
It’s a bit dramatic to say that the digital marketing world does whatever HubSpot does; but hey, they run a tight ship over there. To say nothing of the experiments! One very interesting experiment this year tested the effects of un-gating content to see how SEO and conversions would be impacted. Their method was to convert gated PDF pages into HTML pages, optimize the HTML content to convert, then re-gate the pages just when the content was (supposed to be) getting good—a la, “click to read more,” and such.
What HubSpot found was an increase in organic traffic exclusively for the already-highly-visible (in the SERP) PDF pages. Other pages, however, experienced negligible impact; and conversion rates more or less plummeted across the board.
Still, such an experiment opens the door for all kinds of experimenting with un-gating and partially-gating content; and with the potentially exponential return on SEO, we anticipate more brands will get in the game.
7. The ad revenue gap between Facebook and Instagram will shrink
While Instagram’s ad revenue still lags behind Facebook’s by quite a bit, you should fully expect that gap to shrink in 2018. 20% of Facebook’s total mobile ad revenue this year came from Instagram, an increase from 8.4% in 2016. And while that number says a lot, take a look at Instagram’s user growth rate in the past year plus:
Not only did the platform double its number of monthly users in the past two years—hitting 800 million this September—but from March 2016 to March 2017, its advertiser base grew by 500%. Expect that number to continue to rise astronomically as marketers realize how much money they’re leaving on the table by excluding the platform from their marketing budget. Ultimately, as Instagram’s number of advertisers catches up to its number of monthly actively users, clicks and impressions won’t be so cheap/easy to come by; but until then, the race is on.
We put this list together in the hopes that it would help you try to anticipate the year to come in marketing, and plan accordingly. Of course, no prediction is guaranteed to come to fruition. Take a look back, find a trend or two you strongly believe in, and get optimizing!