With the start of every New Year comes new trends in digital marketing. Staying on top of what’s happening in the world of digital marketing will keep you fresh within your current role, or allow you to really push on in a new one.
2018 saw some major advances in technology. More and more people started to use voice activated home assistants this year due to ever-decreasing prices and increased functionality. For this reason, could voice search be a big focus for digital marketers in 2019? Could Instagram stories be the hit of the year? Perhaps LinkedIn could finally fulfil its potential as the Facebook for business…
Day by day, week by week, year on year, digital marketing is constantly on the move. Long gone are the days of SEO keyword stuffing, aggressive link building and Twitter marketing. We are entering a new age — and it’s more exciting than ever. Here is the guide to the big digital marketing movers and shakers we expect to see in 2019.
The rise of Google and Amazon have brought voice search devices to millions, which enable you to search and order products with your voice via digital assistants. Prediction states that 30 percent of all web browsing sessions will be made by voice-activated searches by 2020. Whether this leads to Amazon ‘destroying traditional brands’, a claim made by NYU professor of marketing Scott Galloway in 2017, remains to be seen.
Voice technology and intelligent assistants like Alexa and Google’s Duplex will replace human and/or digital touch points on the consumer journey.
Progressive web apps (PWA)
Mobile has been talked as the next big thing for years but it looks set to come into its own very soon. A report by Google and PayPal predicts that two-thirds of UK e-commerce purchases will come via a smartphone in 2020.
‘PWA is a way of building your website on a single holistic platform’, How does it work? ‘You can search on Google as normal but can save the website to your homepage which means you can access the content offline much faster and you can push notifications to the user. It will be a big trend,’ he says.
Also, PWAs take up less space than normal apps, which encourages and increases downloads.You currently can’t make payments on a PWA but can add things to your wishlist. Online payments may integrate in the future.From a developer perspective, you don’t need to maintain a web app and a native app (an app you download from the app store) as its all one platform.
Personalisation is getting more advanced.Companies are now generating little points of content rather than doing one huge campaign; one campaign might have thousands of smaller campaigns.
‘If Nike was trying to sell a running shoe they would target a particular gender or maybe people who had previously bought ankle support’. Also, from an ‘on page’ point of view, cross selling is getting more advanced as companies use intel from previous orders. For example, they will push information like “Three people like you have bought these three products through a product like Nosto.”
On Facebook you can create an audience and see what brands your audience is an advocate of, for example, if a million people have bought a bottle of water and 75 per cent of those buyers bought a particular flavour with it, the intelligence might say more people will buy orange rather than blackcurrant flavour.
Facebook, Snapchat and Instagram Stories, as well as Twitter’s promoted Pins, will continue to work well as they don’t disrupt audiences when browsing and remain relevant. ‘With the increased use of ad blocking technology, we’re going to see more brands move away from traditional advert formats such as pop-up banners, automatic videos and shift towards native advertising techniques that do not disrupt the user experience,’ she adds.
Brands today can no longer rely on a name or a label to sell their products. Consumers – especially the emerging generation of younger buyers – are increasingly driven by values and this is reflected in the brands they buy into.
‘They want to know all about the products they are purchasing and where they come from, and they expect companies to be honest about these facts.
‘Those that have embraced authenticity and transparency (Dove, Airbnb) find consumers will do the marketing for them. Those that have fought it (Uber, Pepsi) continue to struggle to regain footing with an audience who will watch their every move, waiting to pounce when the first signs of negativity arise.’
Many companies are already adopting greater transparency within their marketing strategies. For example, tracing the journey of their ingredients from field to factory and responding to complaints publically via social media will continue to become all the more prevalent in 2019.’
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