It is a good strategy to evaluate your digital marketing business to figure out what worked and what didn’t as it will help in deciding the digital marketing plans for the future. Last year saw some major strides in the digital marketing space. Connected TV, AR advertising, visual and voice search are some of the many emerging technologies and advertising formats that will help brands thrive if they adopt them in 2019. The momentum that was generated in 2018 is accelerating in 2019 and technology keeps advancing making our digital-driven world evolve more and more. Below are the top 10 digital marketing plans that you should adopt in 2019.
In 2018, advertising became more prevalent via connected TV (CTV) and its growth has doubled since then. Furthermore, CTV overtook mobile and CTV viewership consistently has been increasing with the decrease of traditional cable subscriptions. CTV offers unparalleled reach and targeting capabilities. It can be considered a modern-day vehicle for media consumption. It was not possible through traditional television commercials to reach your desired consumer demographic so precisely and efficiently. But the advertisers are increasingly recognizing this opportunity and the upward trend is likely to continue in 2019.
Instagram recently launched Instagram TV (IGTV). The traditional Instagram videos allow recording up to one minute and Instagram Stories disappear after 24 hours but you can upload videos of about one hour on IGTV and it stays on the platform permanently. Its unique branded content opportunities show that it has the potential to rule the video market in the social media landscape in 2019. Brands can use IGTV to stay relevant in today’s rapidly changing social media environment by meaningfully engaging with followers.
Artificial Intelligence and Chatbots
Another key trend to watch in 2019 is Artificial intelligence (AI) even though the majority of the marketing leaders are already using it in some form. Marketers can plan more efficiently and execute campaigns better with the help of the enhanced analytics provided by Artificial intelligence (AI). The technological capabilities of AI continue to improve with the increase in marketer adoption. Chatbots is one of the main ways through which this will take place. Bots are powered by AI automation and the way customers interact with brands has been reshaped by them. Chatbots move the visitors of a website through the customer journey offering a personalized experience, answering queries and giving a helpful direction. It is possible that chatbots will become the norm on business websites across a broad range of industries by 2019.
Augmented Reality Advertising
It is comfortable and convenient to shop online. The only drawback is ending up buying something that doesn’t fit right, be it a pair of sunglasses, lipstick shade or living room couch. This problem is solved by the augmented reality (AR) technology. AR has made advertising not only personalized but fun for the user. This year will see advertisers pushing new boundaries of AR innovation.
The popularity of voice-activated devices has led to voice advertising. People have started using voice devices to seek information on the internet and advertisers have started developing creative voice campaigns.
Visual search is another form of search. Consumers can take photos of the items they want to buy using smartphones, and search within a given store’s inventory to get a list of similar items with the option to purchase. Clearly, visual search has revolutionary application possibilities in 2019.
Today the technology is available to make personalization work effectively. You can create fully personalized experiences for users. Brands can personalize the consumer journey across different devices/sessions provided you have the required personal information of the consumer. You can personalize individual user sessions but now it could be harder due to the General Data Protection Regulation (GDPR).
Data Transparency, Protection
General Data Protection Regulation (GDPR) protects user data and makes its use more transparent. Business might need to get more serious about data transparency and protection by 2019. It gives some power to the users. You need to seek their permission if you want to collect their information and let them know what you want to do with it. You will have to delete everything if they ask you to.
The industries have been focussing too much on personal data for the last decade. Now marketers have to figure out alternative targeting options as GDPR is certainly making personal data more difficult to obtain. Contextual targeting is one such option. Instead of relying on user data, it focuses on individual user sessions and the content people engage with. For instance, you can put display ads on sites that your target audience uses.
Content marketing is considered the single most important strategy for 2019 by marketers. Its importance is evident from the fact that you can’t have marketing without content.
Innovation drives progress in this fast-paced and on-demand society. Brands that will thrive in 2019 are those who embrace emerging technologies and advertising formats. Those brands will be lost in the shuffle who stick to the tried-and-true traditional models because competition for consumer attention is increasing with every passing day.