With 2018 coming to a close, it’s time to focus on what’s in store for the marketing industry in 2019. Digital marketing is still a rapidly growing concept, which means that digital marketers have to continuously remain on the cutting-edge of marketing strategies and look ahead at future trends and patterns.
In the digital marketing world of search engine optimization, social media, pay-per-click, content marketing and so much more, what do we expect to see evolve and change in the coming year? Here, the digital marketing gurus at Zest Social Media Solutions detail the five major marketing trends to keep on eye out for as 2019 approaches.
Social Media Usage Continues to Rise
There has never been a better time to implement social media into your digital marketing strategy. With social media advertising and influencer marketing on the rise, using social media as a platform to expand your business’ online presence and reach a wider audience is the smartest decision you can make.
Social media usage has increased on Instagram and Snapchat, specifically, in almost all age categories since 2017. The 25-to-34 age range contains the highest percentage of users on these platforms, with Instagram users in this age group growing from 5.5 million individuals to 5.9 million from 2017 to 2018. Snapchat’s audience exploded in this age range as well—in just one year, Snapchat users from ages 25 to 34 grew from 2.8 million to 5.9 million, more than doubling in number.
Many major corporations have implemented social media into their marketing strategies. Companies like CoverGirl, Lego and Michael Kors use Instagram Stories to increase their awareness and sales—even NASA uses Instagram to share behind-the-scenes footage from space. The use of social media for marketing is only increasing as we enter 2019, which should motivate business owners to adopt social media platforms, particularly Instagram and Snapchat, in their digital marketing strategy.
Branding is More Important Than Ever
Authenticity goes a long way in the digital marketing and advertising world. We already knew this—in order to market most effectively, it is imperative to grow an authentic and quality brand. However, this facet of marketing is only growing more essential in 2019.
Breaking through the conformity by customizing your brand will help you stand out among your competitors, and personalizing your website and social media by creating a trustworthy brand that is authentic, communicative and credible will help you gain and maintain a committed audience.
Video Marketing is Gaining Popularity
Let’s cut to the chase—video is one of the most important tools you can implement into your digital marketing plan in the coming year. The numbers do not lie: 72% of businesses say that video has improved their overall conversion rate, and over 50% of consumers say they feel more confident in making an online purchase after watching product-promotion videos. Eye-catching, attention-grabbing video of behind-the-scenes or product demos have an overwhelmingly high consumer response.
Perhaps the best example of how video marketing can leverage your brand is the iconic Dollar Shave Club YouTube video. With over 24 million views, this marketing tool helped Dollar Shave Club’s popularity skyrocket. A projected 80% of online content will consist of video marketing in 2019—with video marketing on the rise, it may be time to consider implementing this technique into your marketing strategy.
There are more video platforms available than just YouTube. Creating video across all platforms including LinkedIn, Instagram, Facebook and more will help you create a personal connection with your audience. Utilizing features such as Instagram Stories, Facebook Live and others may be just the next big thing to push your business’ marketing strategy to the next level.
High-Quality Content Creation is the Way to Go
Key trends going into 2019 show that content marketers find more success in adopting a holistic marketing strategy approach by shifting the focus away from purely content to also include the context in which the content is delivered. In 2018, social media users have become extremely aware and exceptionally critical about who they are interacting with and the validity of what that user is saying. To combat this skepticism in 2019, brands need to focus on earning the trust of their followers real content that adds value to encourage continued engagement.
Statistics show that, out of all factors contributing to marketers’ increased success in content marketing over the last year, higher quality and more efficient content marketing was the highest factor at 78%, ranked even higher than strategy and human relations. This is why authentic approaches to bridging the gap between consumer and business using high-quality content, such as social media advertising, influencer marketing and more have seen great success in 2018.
Artificial Intelligence—the Next Big Thing?
Artificial intelligence marketing, or AI marketing, consists of data tracking performed by technology and algorithms as well as other computer programs to maximize your reach. Businesses that incorporate AI into their marketing strategy may reap the benefits of accelerated growth without the cost. IBM’s 2019 Marketing Trends Report states that the use of AI is continuing to grow, leading to a more data-driven marketer, real-time data-informed decisions and a “hyper-personalization” of the consumer experience. Predicted trends for AI range from the expected AI based targeting and automation to the novel ideas of creative AI; chat and voice marketing; and the emergence of event more authentic emotion-based marketing.
AI is helping marketing and consumer experience shift from visual to verbal. Nearly one out of five US adults have access to a smart speaker such as Amazon’s Alexa or Google Home, making voice-driven computing more popular and accessible. In addition, chat bots, which are AI’s the can hold simple conversation, are bringing efficiency to the customer service industry. Conversational commerce is going to create a new playing field for digital marketers as AI has the ability to track consumer behavior and search trends as well as collect data from websites and social media platforms to analyze business-consumer relationships. While we’ve seen this in use in various platforms in the last few years, technology like Facebook messenger bots and chatbots are growing in popularity and can help refine your customer service, analyze data trends and leverage your business in a personalized way.
The Zesty Digital Marketers at Zest Social Media Solutions Can Help Your Stay Ahead of the Trends
As 2019 quickly approaches, make it your new year’s business resolution to stay up-to-date on the latest digital marketing trends and update your marketing strategy to stay on the cutting-edge. While these are just some of the marketing trends to look out for in 2019, they only scrape the surface of what to expect as the industry continues to rapidly innovate. The digital marketing aficionados at Zest Social Media Solutions constantly strive to stay ahead of the trends and can help your business expand by integrating these key marketing trends. For more information on how the digital marketing gurus at Zest Social Media Solutions can help you leverage your business as we approach the new year, contact us today!