With the ever-changing digital-techno world, the need to stay with the upcoming trends has become necessary for every marketer to stay competitive in the digital marketing landscape. As the new technology evolves every year, marketers need to update themselves with these changes and have to adapt them in their existing strategies to remain ahead in the market and to gain a competitive edge in their company’s development & growth i.e. to do it before their competitor do the same. This enhancement will not only assist them to improve their relationship with their existing clients but will also help them to grow their business and generate more targeted leads.
As 2019 arrives in our doorstep, the digital marketing world which includes SEO, SEM, PPC, social media, email marketing, content marketing and many more are going to witness a drastic change in their functioning. There must have been a time when you may have done a mistake to ignore artificial intelligence, visual search or voice search from your to-do task list but now that time is long gone, my friends. With the introduction of new development in technology, there are several digital marketing trends and strategies which has been evolved in the current high tech digital scenario and there is a need for every business to utilize this opportunity to gain success in their efforts as the strategies which may have worked for them last year will not work this year.
So, Digital marketers to assist you to determine the exact path that you need to follow in 2019, we’ve listed out the 5 digital marketing trends which can lead you to the growth of your marketing strategy and help you get desired outcomes through them.
1. Grow with Artificial Intelligence and Machine Learning
Artificial Intelligence is not something which you have heard for the first time as it is there is the market from so long and in 2019 it is definitely going to dominate the market in the way like it has never before. As most of the global leaders around the world like Amazon, Google, and Microsoft are investing their resources in the research & development of AI and Machine learning, we can easily anticipate that this trend is not going away anytime soon.
AI assist marketers to predict future probable behavior of their customers based on the data collected. With the help of this collected data, marketers can easily determine the successful path that they need to follow to engage with their current clients as well as how to attract the new ones through using different channels such as sales outreach, email automation or digital advertising. Also, in their research, Salesforce has found that the use of Artificial intelligence will grow up to 50% more among marketers in the coming next 2 years for the purpose of better ad targeting. In 2019, we can expect to see AI being used to optimize creative ads and will be helpful to create “Intent Advertising” campaigns which will assist marketers to increase customer overall experience with the brand.
2. Voice Search & automated smart speakers
With the increasing popularity and use of voice search, it has not only made it crucial but has forced companies to rethink about their overall digital marketing strategies in 2019. Voice search is playing an inevitable role in today’s digital marketing landscape due to the undeniable facts:
[wgl_icon name=”arrow-circle-right” class=”” unprefixed_class=””] 50% of all online searches will be going to be voice searches by the year 2020
[wgl_icon name=”arrow-circle-right” class=”” unprefixed_class=””] 20% of all mobile queries on Google are through voice searches
[wgl_icon name=”arrow-circle-right” class=”” unprefixed_class=””] 25% of all Bing searches have already started as voice searches
Due to these facts, it has become a necessity for every business to include voice search in their overall digital marketing strategy in order to deliver value-based content to its customers. Artificial intelligence is becoming smarter day by day and has reduced any errors which used to come before. That’s why many big brands like dominos pizza have started using voice search technology to increase their sales & customer experience i.e. allowing them to order pizzas through Alexa.
Currently, there are two types of voice search in the market: One that is operated by smart speakers such as Amazon’s Alexa, Apple Homepod, Google Home and Microsoft’s Cortana which give searchers immediate voice answers to their questions and another are those which are installed in desktops, and smartphones such as Siri in apple and Google Assistant in android phones which display written search results. With this development, businesses are now needed to focus their lead generation efforts more on voice engine optimization and marketers are needed to critically analyze voice quires that their target audience may use and create content according to it to successfully implement the natural language SEO process. As a result of these efforts, marketers can leverage the voice search opportunity to communicate more targeted, specific content which can lead to enhance their click-through rates.
3. Visual Search
With the introduction of visual search, it has created the whole new experience for the buzzing internet users. Visual search helps them to get more specific results than ever before by just uploading an image and conducting a search through it. It is not a surprise that with the coming trend Pinterest has already set up their search tool which supports visual search. Through this search tool, anyone can use its inbuilt lens to search for an item by taking its photo to find out results about where they can buy that product online, search for similar products as well as can view pinboards of the related items. And to your surprise, Pinterest is not the only player in the market with visual search.
Google Lens, which is also a visual search engine developed by Google has also emerged in the market, which helps its users to recognize and search objects, landmarks and other things visually through a camera app (currently which is only available on Pixel phones).
In Google lens, if you take a photo of a:
[wgl_icon name=”check-circle” class=”” unprefixed_class=””] Business card: You can directly save the phone number or address of a given contact.
[wgl_icon name=”check-circle” class=”” unprefixed_class=””] Book: You can directly get the customers reviews and other details about that book.
[wgl_icon name=”check-circle” class=”” unprefixed_class=””] Landmark or building: You can get more details about that building or landmark.
[wgl_icon name=”check-circle” class=”” unprefixed_class=””] Painting in a museum: You can get every detail about it.
Apart from these two big players, there is an app called CamFind which is a visual search mobile app, which enables you to search for anything from your mobile phones simply by snapping a picture and this app will let you know about what it is. Instead of consuming time in typing queries into a search engine search box, now you can directly search through images to find similar images, price comparisons in different sites, local shopping results for the product, etc. The app also allows you to take a picture of a movie poster and it will show you movie information, trailers, showtimes, and even info about local theaters which is showing it.
With the help of Visual search, marketers can easily get a competitive edge in the digital market of 2019 by attracting more customers and by retaining them through serving the perfect product they desire.
4. Chat smarter through “ChatBots”
Chatbots have been playing an ever-increasing role since last few years and are still going to persist in 2019. According to the research conducted by Grand View, 45% of end users in the customer journey prefer to use Chatbots as a mean of communication with the customer service. Chatbots uses AI-based technology to interact with your customer through the instant messaging chat system which works in real time, day or night. Currently, there are about 1.4 billion people who are interacting with chatbots, which make it to the count of 80% of techno-businesses who are already using or planning to use the chatbots technology by 2020.
Till 2022 it is predicted that chatbots are going to save more than $8billion per annum of businesses, especially who are operating in banking and healthcare domains.
In the digital-world Chatbots play a very crucial role by enhancing the customer experience and assisting the marketers to better engage with their target audience- without putting too many efforts. Chatbots helps in providing real-time assistance to the customers by giving dedicated support and having proactive communication with them by asking questions to understand their real problems & quires. Most of the customers prefer to interact with chatbots because they respond fastly, give answers promptly, accurately and even helps you to recall your entire buying history, and most importantly they never lose patience. These virtual assistants perform outstanding work by providing customer service up to their expectations and automating repetitive tasks – which means you can focus on more important work while they take care of your customer quires.
With these important features, it becomes necessary for every business to implement chatbot in their customer service journey in order to improve their customer experience and user interaction with their brand. Many big giants are already using it like Uber, which uses chatbot technology to communicate with their customers and making it easy for them to hire their taxis even on third-party apps such as Facebook Messenger, from Slack or even from Google Maps. Passengers can now use the menu to choose the type of ride they want to hire, make a request, track the location and time estimate of its arrival, and even make payment through it.
5. Micro Moments
With the increasing use of smartphones, micro-moments have become one of the important part which is needed to be included by the marketer in their overall marketing strategy. According to the research people usually, spend around 3hrs and 35 minutes on their smartphones daily and it is predicted that by 2019 mobile phones will be the medium that is going to get the most minutes in person’s daily routine (surpassing television). These facts are changing the way marketers must work to capture their customer’s attention.
Micro-Moments are termed by Google as “new consumer behavior,”, which can assist businesses to deliver their marketing message clearly and concisely in a form which is of interest to their target consumers – and surprisingly all this is going to happen in within a span of seconds (otherwise, the customers will lose their attention and will move onto the next article!). As users are processing the maximum of their online activities using their smartphones, marketers need to leverage these micro-moments in order to attract their audience’s attention and fulfill the need of their instant decisions. Whenever a customer is searching for any product or looking for a nearby store to visit, wants to finalize any online task or makes an online purchase, marketers can take advantage of this type of opportunity which is coming as micro-moments and can create targeted content and advertising for the same to increase their product conversion.
To take the full advantage of micro-moments in 2019, marketers need to be where consumers search for information in the particular moment which can be – Google, Google Maps, Amazon, YouTube, and anywhere else where people intent to search for information at a moment’s notice. And in order for marketers to get success in using micro-moments, they need to understand and think about the basic process of each one. Let’s take the example of “I-want-to-go-moments”. Any type of business can effectively utilize such a moment by capitalizing on “near me” searches, which have eventually grown 2 times between 2016 and 2017 according to Google research. This strategy requires businesses to optimize their locations on their websites or apps. Apart from the location optimization businesses can also create ads for their location or popular products which can help them to improve their visibility in search engines results page and enhance reach to their targeted customers at the appropriate time.