During this month of December 2018, here is a small overview of the marketing trends that will probably be very important for you in 2019.
Noteworthy Marketing Trends # 1 – video
It seems that shoppers – especially the youngest ones, such as the coveted Y-generation – love videos and what’s called “an authentic marketing tone“. Buyers are always looking for more authenticity on the internet and videos seem to be a way to connect with the public.
Different surveys have shown, for example, that users are between 65% and 85% more likely to buy after watching a product video and that almost half of buyers are looking for videos related to a product or service before going to a store. In addition, marketers who use video increase their earnings about 50% faster than others.
As for videos, there are two types: ephemeral content and live streaming. Ephemeral videos mimic Instagram stories and SnapChat images. In other words, they are images and films that disappear after a relatively short period. We do not create a video for the long term but rather to draw attention to it for a short time. And when you think of the fact that Instagram has hundreds of millions of users, the investment is obviously worthwhile. We turn back to “the story” on Instagram. You create the story and, if you want to keep the viewer’s ongoing attention, you have to keep your story alive.
At the same time, live broadcasting is becoming more and more popular. Facebook Live attracts 135% more organic views than images from the news feed. And because Facebook is changing behind the scenes and is making it more difficult to see content organically, live streaming is becoming an important part of corporate social media strategies.
The advantage of live streaming on Facebook Live or YouTube Live is that there these are both platforms for honest conversations with viewers who can ask questions or comment in real time. The interaction is strengthened and a sincere bilateral communication is put in place.
Noteworthy Marketing Trends # 2 – artificial intelligence
People are curious about the place of AI (Artificial Intelligence) in the field of marketing. This year’s major marketing trend in terms of artificial intelligence goes to conversation engines or chatbots
It is almost impossible to find a journal that deals with AI. Today’s so-called “conversation engines” are expected to gain ground as they answer a wide range of questions from potential buyers.
Meaningful Marketing Trends # 3 – big data
Similarly, references to “big data” seem ubiquitous. The massive increase in computing power gives companies the ability to process huge amounts of information. What are consumers looking for? How often do they visit your site? How do they navigate the site? Are they looking for an offer in the shop or on the Internet, on mobile or through an app? These are the main questions answered by big data. It’s no coincidence that after your first visit to a hotel or airline booking site, the same search will show a higher price the next time. The way buyers interact with a brand and how they search for and buy products… everything is monitored.
“Big data” allows for micro-interactions, whereby the different search patterns of wanting to learn, do, discover, look at or buy, allow companies to know what to suggest to their prospects. They know where you are and can use Google Maps to find businesses near you.
“Micro-moment marketing” allows Google not only to present a message to a target market, but also to do so in a timely manner to maximize marketing effectiveness. The goal is to present the information to the target audience well before this micro-moment: when consumers research your products, they will remember the strength of your brand and will be encouraged to choose your product.
Substantial Marketing Trends # 4 – conversational marketing
It has already been noted in recent years, traditional marketing, such as offline advertising, is losing its power to influence buyers. Customers want to feel a real connection with brands through two-way communication. They want to have a voice that is heard and to be able to relate, interact and even converse with brands. They want to interact with brands and companies on social networks, Facebook or WhatsApp, or even SMS.
A one-size-fits-all approach is almost useless as buyers want to feel personally approached and not just be seen as part of a larger potential audience.
Conversational marketing focuses on the consumer experience. Companies need to listen closely the nuances in the wishes of their customers.