The digital marketing landscape is vast and ever-changing. With the start of a new year, let’s dive straight into a few key digital marketing trends that brands need to look out for and possibly implement in order to succeed in their business efforts.
Understanding Micro Moments
In 2015, Google introduced a concept called ‘micro-moments’ which refers to when people turn to a digital device to learn, do, watch, buy or discover something. This is becoming increasingly relevant now with the mobile phone being an indispensable part of our daily lives. The ways in which a customer demands information (and fast) has changed consumer behavior forever and this is something that has to be fully embraced in 2019.
The current customer today wants to know details about a product or service beyond basic product details. Before deciding for themselves, they seek reviews and evaluations from people who’ve already experienced the product and brand – all to reduce the risk of a bad purchase and potential dissatisfaction.
Brands need to heavily focus on constant bursts of online activity in the form of Instagram, Snapchat and Facebook stories as well as regular content on all social media channels. They could also invest in review marketing, ensuring that customers leave reviews on their website or app, as well as respond actively to all kinds of feedback, especially negative feedback.
Influencer marketing has been around for quite some time now but it is still an integral part of a brand’s digital marketing strategy. With one in three millenials trusting what an influencer says about a brand more than what the brand says about itself, it’s clear that the three-way engagement between brands, influencers, and consumers is only going to get stronger.
The key to successful influencer marketing in 2019 would be focusing more on local influencer marketing rather than thinking on a massive scale at all times. Partnering with local influencers and working out long-term campaigns and promotions would increase the chances of a more positive ROI. Businesses should always work with individuals who are genuine, know the product field well and have an interactive relationship with their followers.
A Lot More Voice Interaction
A big disruptor, especially in the SEO world, is the use of voice search. Text-only searches are slowly giving way to visual and voice searches. It’s predicted that by 2020, half of all searches will be done by voice.
Businesses should provide data such as price and availability of products and services to search engines in order to optimize their online pick-up rate. Keyword management is another area to shake up. Keywords phrases that consist of three to five words in the form of a question is the way to go. Ultimately, thinking more in terms of a conversation rather than a typed response.
As for tackling visual searches, ‘description’ is important. Namings and alt-texts of websites and images should be as clear as possible and images should be accompanied by alt-tags and captions to provide context.
Chatbot Use Will Increase
Chatbots are the virtual ‘butlers’ of the internet, communicating with customers and assisting them in completing their goals. We’ve seen them on brand websites, Facebook Messenger and even on food delivery apps. In this digital age of getting information at lightening fast speeds, investing in chatbots will ensure that efficient customer service keeps happening. In fact, it’s said that by 2022, chatbots will help businesses save over $8 billion per year.
For a business to make the most of a chatbot, they need to decide where the bot will be used – is it for customer service or in more of a sales capacity? From there, they can lock down on the technology that will benefit their business goals. At the same time, brands need to remember that chatbots were never meant to replace real, complex human interaction completely.
Video Content Is A Must
Last year, Facebook CEO Mark Zuckerberg heralded in the idea that video content is the future. Taking into account the birth of IGTV, the huge rise in Instagram stories and monitoring other forms on video content on social media, it’s safe to say that video is here to stay.
An incredibly effective marketing tool, video is going to be a huge part of digital marketing this year. With more than 78% of video content being streamed via a mobile device, brands need to focus on mobile-based video content, short explainer videos and Instagram and Snapchat stories – to name a few.
These are just of few of the most important trends to keep an eye on this year. In order to stay ahead, brands need to be early adopters and do things differently in their digital marketing strategy as soon as possible so that they set themselves apart from their competitors.