Bill Gates wrote Business @ the speed of thoughta few years ago. In the book he explained how digital infrastructure and technology can push companies ahead.
However, the book already seems outdated…the internet in its early stages and the technologies integral to business operations back then are now obsolete.
But due to changing technology, business is still on the basic premise of this book. Their marketing efforts are like that.
There are many new trends and strategies in digital marketing that are evolving in the present high – tech, Internet – connected era, and companies now need to use them to achieve their efforts.
1) Artificial Intelligence
Artificial intelligence is going to take the world over! Or simpler work in the world, at least.
For instance, messenger bots on Facebook can help you automate and optimize customer service
Artificial intelligence also provides users with information and tips through conversations. According to Gartner, up from less than 2 per cent by 2017, 25 per cent of customer service would use chatbot technology by 2020.
In 2019, companies that adopt AI will be capable of saving costs and accelerating growth, thus taking their competitors ‘ edge.
2) Programmatic Advertising
Programmatic advertising means automating ad buying with AI so that you can target specific audiences. For example, a type of programmatic ad purchase is real-time biding or auctions. This automation is much more efficient and rapid, resulting in higher conversions and lower cost for customers.
The face of digital advertising is changed so fast, that almost 90 percent of digital advertising in the US is scheduled in 2020 according to eMarketer.
Chatbots will continue to be an important part of digital marketing in 2019.
This AI-based technology uses instant messaging to chat with your customers or website visitors in real time, day or night. With 1.4 billion people interacting with chatbots, 80 percent of knowledgeable companies are already using chatbots by 2020 or are planning to use them. And by 2022, chatbots will help companies save more than $8 billion annually, particularly in the banking and healthcare sectors.
Many customers prefer to interact with chatbots as they respond, give prompt answers, remember your entire purchase history accurately and never lose patience. These virtual assistants offer excellent customer service, meet the expectations of customers and automate repetitive tasks-so you can concentrate on more important work.
Uber uses chatbot technology to communicate with customers, which makes it easy for them to rent cars from Slack or Google Maps, even on Facebook Messenger. Passengers can choose the type of ride from the menu, make a request, track the location of the car, send friends an estimate of their arrival time, and even pay.
4) Video Marketing
These numbers show how important it is to include video in your 2019 digital marketing strategy:
- 70% of consumers say that they have shared a brand’s video.
- 72% of businesses say video has improved their conversion rate.
- 52% of consumers say that watching product videos makes them more confident in online purchase decisions.
- 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video.
And don’t just think about YouTube. You can make a video post or start a live broadcast on Facebook, Instagram or LinkedIn to witness a higher commitment to your video marketing.
Live video is gaining popularity, with a large number of businesses using it for interviews, product demos and “behind the scenes” glimpses of events, life in the office, how products are made, etc.
And video content of 360 degrees, which allows for a more interactive experience, is on the rise – just look for the circular symbol in the upper left corner to start sliding the moving image on the left or right.
5) Social Messaging Apps
Do you think social messaging apps are just to send your friends emojis?
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
Social messaging apps can be very useful for sending messages directly to customers, as they allow personalization (another trend) and add value to the user experience. This is different from the messenger chatbots we discussed earlier. You can market customers now with messaging apps!
6) Visual Search
The user experience can be brought into a completely new level in visual search. Users can upload an image for searching and get more specific results with visual search.
Not surprisingly, Pinterest jumped on the visual search bandwagon – they came out with Lens, a new visual search tool that allows users to take a picture of an item to find out where to buy it online, search for similar products or view panels of related items.
And Pinterest is not the only visually searching one.
Google Lens is a Google Visual Search engine that visually recognizes objects, landmarks and others via a camera app (now only on pixel phones).
If you take a photo of a:
- Business card: You can save the phone number or address to a contact.
- Book: You can get reviews and other details about it.
- Landmark or building: You can get more details about it.
- Painting in a museum: You can get details about it.
7) Voice Search & Smart Speakers
Hey Siri, what time is Mission Impossible playing tonight?
Alexa, find me a recipe for apple butter.
The growing use of voice search has led to a rethought of their digital marketing strategies in 2019.
- 50% of all searches will be voice searches by the year 2020
- 20% of mobile queries on Google are voice searches
- 25% of all Bing searches are voice searches
Voice search plays an important role in the provision of information that people seek through audio content. Artificial intelligence becomes smarter and voice helpers like Alexa, Siri and Google have decreased their numbers of mistakes..
In their digital marketing strategies, many brands have included voice search to effectively deliver value-driven content for their clients. The voice search technology of Domino’s Pizza helps increase its sales and allows customers to order pizzas via Alexa:
Smart speakers such as Alexa and Google Home are also growing: 39 million Americans using smart speakers and 65 percent said that without their voice – controlled assistant, they won’t return to their lives.
Remember to write a conversational tone for all voice technology, focus on getting snippets available on Google and thinking about keywords which people will talk about instead.