Digital Marketing Trends For 2019
In the fast-paced world of digital marketing, taking your eye off the ball for just a second can soon have you left behind. So as we approach the holiday season we thought it would be a good time to look at three digital marketing trends which should keep your campaigns ahead of the curve in 2019.
1. Artificial intelligence (AI)
AI has been a buzzword for marketers for a couple of years now, but the technology still has a way to go before it becomes mature. According to Gartner’s Hype Cycle, Artificial Intelligence won’t plateau for at least another 10 years.
Up until now, AI has been the preserve of big business, but with the release of Google’s opensource machine learning platform TensorFlow along with Cloud Auto ML, the search giant has opened the door for many smaller organisations to start implementing the technology.
AI and machine learning can be used across the marketing landscape, but one of the most effective uses of the technology is to solve the problem of identity management. Customers these days access websites from a number of different devices including smartphones, tablets and desktops during the buying process.
This makes it almost impossible for marketers to accurately track the customer journey across multiple devices. But by deploying Cloud Auto ML probabilistic matching coupled with behaviour and intent tracking, marketers can unify customer data to provide actionable insight.
We are still relatively early in the implementation of blockchain across the marketing landscape. But this technology has the potential to transform digital marketing as we know it over the next decade. So it would be wise to start building knowledge using the technology in 2019 if you haven’t already done so.
Potentially blockchain technology could replace Google and Facebook as middlemen allowing brands to deal directly with consumers. But we are still a way off that scenario being implemented on a commercial scale. Right now the technology is being used to streamline the media buying process.
Traditional media buying is mired by click fraud and a general lack of transparency in the process. But the CIINCH platform from AdBit uses blockchain to help facilitate transactions between buyers and sellers.
The platform automatically monitors media partners to ensure they fulfil ad quotas before releasing payment. Any quotas left unfulfilled will result in the payment being refunded to the buyer. The whole process is run automatically, thereby reducing expenditure while increasing transparency across the network.
3. Voice search
The rise of voice-controlled smart speakers such as Amazon Alexa in the home has opened up new marketing opportunities for companies. Research by YouGov shows that approximately 6.6 million Brits currently own a smart speaker, a figure which is set to double over the next 12 months.
With a study from Voicebot showing that the average homeowner uses their device 2.79 times a day, that equates to around 18 million searches a day. When we combine this with the number of voice searches from mobile assistants such as Siri it is now critical that websites are optimised for voice search.
To do this you need to understand exactly how people search using voice. Typical voice searches use conversational language which is very different to how they search using text. They will use a phrase such as “Alexa, where is the best place to get marketing advice online” as opposed to “online marketing advice”. One of the best ways to target these types of phrases is to incorporate a Q and A section on your website.
The digital transformation continues
These three examples highlight the trend for integrating advanced technologies into marketing channels. It’s going to be pretty exciting to see how marketers implement such technologies going forward. It also shows that coding is going to become a vital skill set for marketers going forward. The companies best placed to take advantage of these new technologies are the ones with their own in-house development team.