As marketers, we understand that the playing field is constantly evolving and adapting. So don’t copy and paste your same strategy from last year. Stay on top of these trends, or risk falling behind your competition.
Authenticity
Consumer trust has dropped enormously, making authenticity a vital aspect of the customer experience — from advertising to email and everything in between. It doesn’t matter how many marketing tactics you implement next year, if you’re brand is not impacting your audience in an honest and positive way… you will lose their interest.
An international survey by Cohn & Wolfe found that 87% of global consumers felt that it was important for brands to “act with integrity at all times,” ranking authenticity above innovation (72%) and product uniqueness (71%) when asked what they valued most in a brand. In 2019, be sure to hold your brand to the higher standard that consumers are searching for.
Chat Bots
A chat bot is simply a computer software that automates certain tasks, usually by chatting with a user through a conversational interface. Chat bots can help you meet your audience members where they are and inform your marketing strategy with insights directly from them at the same time. Anyone can now build a chat bot into Facebook Messenger, and automate conversation -- at least the beginning stages of it.
According to recent research, 73 percent of marketers say they use their website analytics to research their audience, but only 42 percent say they use actual audience conversations. That’s a missed opportunity for connecting with a customer, and if marketers want to close that gap, they should consider using chat bots.
Voice Search Optimization
Voice search is quickly gaining in popularity and marketers need to be prepared for the rise of alternative search questions. In fact, by 2020, Gartner predicts that voice-activated searches will account for 30% of web-browsing sessions.
People are not just using their smart speaker to ask about the weather, they are using voice search as a discovery tool for products. And when someone asks Google or Siri a question, they are using more conversational words than if they were typing the search on a keyboard. Adapting your website language along with prioritizing mobile will help you get a head start.
Growth Marketing
Growth marketing, also known as growth hacking, is all about making businesses grow rapidly and efficiently. This strategy focuses on using data to kill bad ideas quickly and focus on the good ones — covering all aspects of the sales funnel. Think artificial intelligence leveraging lead nurturing. Growth marketers are constantly optimizing digital ads, improving website pages and conducting A/B testing, all in the interest of increasing traffic and conversions. Rather than spending
• • • •
While it’s important to consider these trends in your 2019 marketing plan, remember not to try too much at once. Some marketer spread their efforts to thin while trying to stay ahead in the race to take advantage of the next big thing. Always consider your audience and do what is truly best for them.
Before you do anything 2019, be sure that you know exactly who your audience is. Take a look on how to get to know your audience and their specific needs with Inbound.
