If you are looking for ways to boost your strategies, the ever-changing digital marketing landscape has so many innovations emerging nowadays that you will never run out of options. Whether you feel that you should implement a new campaign, or just plan on innovating your outdated marketing tactics, taking a look at these latest digital marketing trends would be a good start.
2019 will see artificial intelligence (AI) deployed for content marketing.
Marketers regarded content marketing as the most effective digital marketing technique in 2018. And AI and machine learning are redefining this marketing tactic by playing a crucial role in analyzing user data, which helps marketers identify trends, understand the user intent, perform competitor research, and build a personalized strategy in an efficient manner.
AI will have numerous benefits for digital marketing. Some of which include the following:
- Efficient content creation – Using AI, companies can determine which type of content is popular with the audience. Doing so will help them understand which types of content they should focus more on.
- Predictive analytics for customer behavior – Understanding customer behavior is no easy feat for marketers, but with automation, they can use existing data to predict how customers are likely to behave next.
- Reduced Errors – Although humans are generally better than AI when it comes to most tasks, AI will be better when it comes to automating tedious tasks. Not only is AI capable of finishing these tasks faster, but it will also commit fewer errors than humans.
Ranking on the first page of Google isn’t exactly the latest news but is still crucial for businesses that want to enhance their online presence. According to the stats, the search engine is responsible for 94% of the total organic traffic and 96% of all mobile search traffic. And with its recent algorithm updates, Google announced that it would favor fast-loading sites over slow-loading ones in its search results.
The key takeaway?
Other than optimizing posts and content for SEO, companies must also try to optimize their websites for speed and performance. Doing so not only helps companies rank better on Google, but it can also help them retain more visitors as people are less likely to leave a page if it loads faster than three seconds.
Mobile versions of websites should not be left behind. When it comes to website optimization, marketers should not forget the value of mobile websites. Billions of consumers have smartphones and tablets. They use these to access content and a lot of them even shop using those handy devices.
It is imperative for marketers to know that the mobile versions of websites should perform just as fast as their desktop counterparts. When it comes to mobile optimization, it is not just about speed and performance as they should make sure that every piece of content on the website loads properly as well.
Another trend to keep an eye on is video marketing. 81% of businesses use video for marketing strategies, and nearly 50% of online users search for product videos before they make a purchase. Videos that businesses can make to raise their marketing game include how-to videos, webinars, influencer interviews, and product walkthroughs, among others.
Companies also need to keep watch of the trends in video genres. For retailers, it is worth noting that unboxing videos haven’t lost their flair. Partnering with channels that do unboxing videos and video reviews will be a great venture for companies.
Accessibility through chatbots will be key. Digital marketing is also about achieving quality service. People want to support companies that are accessible 24/7, and this feat can be made possible without a human workforce — through chatbots.
Chatbots are automated customer representatives that cater to the queries and requests of customers immediately. Aside from answering queries, chatbots can now assist customers when they are shopping by giving them item recommendations and descriptions.
Marketing automation tools and other technologies are popular among companies and businesses, with spending on these tools expected to reach $25.1 billion by 2023. Those who adapted to this trend experienced a 12.2% reduction in marketing overhead and a 14.5% increase in sales productivity.
These tools can also help companies create excellent marketing strategies based on analytics and insights. Although marketing automation tools are not set to replace the human workforce, they will be considered as great assistants to marketing teams.
The use of social media is still a trendy marketing tactic. For instance, Facebook ads are still widely used by marketers, with two in three of them claiming that it is the most important social platform to reach their target audience. There is also the growing popularity of live videos as well as Instagram Stories, which posted a 220% increase in year-over-year ad spending.
If social media platforms have been part of a company’s marketing strategy, they should consider investing more in them as people continue to flock Facebook, Instagram, Twitter, other social networking platforms.
Omnichannel marketing will grow bigger than ever before. This year and moving forward, companies should understand that it is no longer viable to market oneself on one platform only. The internet is sprawling with consumers who are waiting to be engaged, so creating more points of access is the way to go.
The keyword here is “Omni,” and that means companies need to be all around the internet and even the real world. The platforms they should specifically look into are podcasts, smartphone apps, social networking sites, live broadcasts, direct mails, offline ads (print, TV, etc.) and SMS.
While it may seem impractical to invest in omnichannel marketing, the benefits that come with doing so are big. Aside from returns, companies will gain access to a broader audience as well.
Whether you’re interested in incorporating AI or marketing automation and personalization tools into your campaign, the most important thing is to keep an eye on the big picture and choose what works for your business as a whole.
Meanwhile, you can check out Serpwatch’s infographic below, which highlights this year’s most important digital marketing trends.