As 2019 approaches, the digital marketing landscape that encompasses SEO, social media, content marketing, search and more is witnessing a dramatic shift. There are many new digital marketing trends and strategies that are evolving in the current high-tech, Internet-connected era and businesses now need to use them to succeed in their efforts because what worked for you last year may not work this year.
Below are some strategies and trends to look towards and incorporate into your 2019 planning!
Content Clusters for improving SEO
Search engines have recently changed their algorithms, instead of favoring keywords they now show preference to clusters of content around particular topics. As such marketers have began linking content to form clusters around pillars (topics) relating to their category.
Check out this article: 7 SEO Tips to Rank Number 1 on Google in 2019.
No, it isn’t an ad about perishable goods. They are short videos less than 10 seconds long.
DYK: 89% of the audience are engaged during ads below 10 seconds. By the time the video is shown for 60 seconds, almost half of the audience loses interest.
Need help putting together some short videos for your business? We recommend Ravenspring Creative!
People spend an average of 3 hours and 35 minutes on their smartphones every day, and by 2019, mobile devices will be the medium that gets the most minutes in the U.S. (finally surpassing television).
This is changing the way brands must work to capture buyers’ attention.
Micro-Moments is a “new consumer behavior,” as termed by Google, that delivers your marketing message clearly and concisely in a way that is of interest to the consumers – all within a span of seconds (otherwise, they lose their attention and are onto the next article!).
To take advantage of micro-moments in 2019, be where consumers search for information in the moment – such as Google, Google Maps, Amazon, YouTube, and anywhere else people search for information at a moment’s notice.
Chatbots are on the rise, taking over customer service for many brands. According to Gartner, 25% of customer service will use chatbot technology by 2020, up from less than 2% in 2017.
Not only are bots an effective way of mass communication, they also allow for a 24/7 two-way communication channel between your audience and the firm.
What Chatbot do we use? Check out PureChat!
But not just on your website, Facebook also allows you to utilize this feature with both automatic messenger responses and the “Click to Message” button on new posts! Facebook messenger has a Click Through Rate (CTR) of 80%. This has huge market potential.
The latest statistics from Facebook show the importance of Messenger: with 1.3 billion people use Messenger every month; 8 billion messages exchanged between people and businesses every month and 78% of people with smartphones using messaging every month. As well as targeted sponsored ads, use of Messenger for conversations is a major trend.
Social Messaging Apps
Facebook Messenger is not the only platform with potential here. Social messaging apps can be very useful in sending messages to customers directly, as they allow personalization (another trend) and add value to the users’ experience. This differs from the messenger chatbots we discussed earlier. You’re actually able to market to customers using messaging apps now!
Consider these numbers:
- 1.3 billion monthly users are active on Facebook Messenger
- 2 billion messages are sent between people and businesses on Facebook Messenger every month
- WhatsApp has 1.3 billion monthly active users
- 55 billion messages are sent via WhatsApp every day
- WhatsApp, Facebook Messenger, and WeChat have more combined users than Facebook or YouTube
These statistics show the growing popularity of social messaging apps for business purposes. Since people are spending more of their time messaging each other, it makes sense to market your company’s services where your potential customers are hanging out.
Social Media Stories
With the growing popularity of social media “stories,” it is important for marketers to consider this format in their digital marketing strategy. Savvy marketers can even make use of live video, one of the most profitable social rollouts to date, to promote engagement and brand awareness.
First Snapchat came out with the concept of “My Story,” then Instagram and Facebook stories were introduced, and now YouTube has unveiled their own story format, “Reels.”
Since stories disappear after a set period of time, this is a great opportunity for marketers to make good use of FOMO (fear of missing out). You can feature your employees in the Stories, show the story behind the making of a product, ask for reviews about your products and services or get super creative!
Why is mobile marketing so important?
- More than 1.2 billion people worldwide use mobile
- Users spend an average of 2.8 hours on mobile daily compared to 2.4 hours on desktop
- By 2019 79% of US advertising spend will be on mobile advertising
- 80% of social media time is spent on mobile
- 88% of users who search for a local business on mobile visit it within 24 hours
- 89% of mobile usage is spent on apps
With so many people using mobile and having access to the internet almost anywhere they go the importance of mobile marketing is evident.
That’s why firms are putting such an emphasis on their mobile marketing campaigns and that’s why you should be adopting a mobile marketing strategy for your brand too.
As Raghav Haran puts it, “Influencer marketing is a type of word-of-mouth marketing that focuses on using key leaders to drive your brand’s message to the larger market…. Rather than marketing directly to a large group of consumers, you instead pay influencers to get out the word for you.”
Using influencers is a very effective marketing tool that works to attract customers. Influencers can be anyone from celebrities and Instagram or YouTube stars to well-known bloggers and journalists who help spread the word about your business or product through their social channels.
For years marketing has had a negative stigma around it, marketers and sales representatives are perceived as self-serving and deceitful due to their exaggerated promises, milked product benefits and unethical sales/advertising techniques.
As such consumers are becoming harder to impress and more reluctant to believe the pitch. Additionally the abundance of information, reviews etc. available to consumers means they are more clued on to the shortcomings of brands and products.
So we are beginning to see firms adopt the approach of pure transparency, admitting where there are faults or areas the product/brand doesn’t cover, as well as addressing negative feedback directly.
They are also encouraging open two-way communication channels with their consumers to help form better relationships and build trust.
Wrapping It Up
2019 will be about better customer experience with personalization, communication, as well as automation and in-the-moment marketing!
Stay tuned to LinkPoint Media throughout the year as we dive further into these trends and how you can incorporate them into your business marketing!