They move freely between channels and increasingly expect businesses to keep up with them. And while they do that, they also need to keep track of the big picture. In November 2017, Instagram Stories had 300 million active users – more than Snapchat’s entire user base. Leveraging AI and machine learning is the logical next step. Want to see the next five trends for 2019? Refreshingly, that trend is gaining traction in digital marketing as well. Following on from part one, our digital and comms experts continue to share their top predictions from 2019.. User-generated content will increase and evolve. The first name is required and cannot be empty, The last name is required and cannot be empty. Concentrate on explainers, how-to’s, product demos and testimonials. In an ideal world, your marketing talent would be able to invest the majority of these resources into high-value strategic work that raises your online profile. Even with employees not present in the same physical spaces, communication is still possible. Meanwhile, LinkedIn added 154 million users to its ranks, achieving a whopping 145 percent growth. These numbers highlight the potential of social customer service, but they also illustrate the importance of doing it right. These and other events have elevated the importance of online privacy in the public consciousness and ignited a fierce debate about prevailing digital marketing strategies. And privacy concerns alone are not hurting the chances of personalization. Again, none of this is particularly new. This means mobile-friendly content will perform better in search engines than content optimized for the desktop, adding extra urgency to mobile-first marketing. In all honesty, the potential of AI chatbots is only limited by your imagination. Social customer care is hailed as the next evolution of digital marketing. Businesses are catching on that AI can drive profitability in radical new ways and as a result, interest in artificial intelligence is growing exponentially. Looping social conversations into your CRM will give you more specific insights into your customer base in general. AR and VR are helping us do just that, creating an Extended Reality that paves the way for new digital delighters. Many businesses have a similar strategy: draw the potential buyer to the website with an emotional headline that promises the new product or service will âCHANGE YOUR LIFE!â. The K-Trends 2019 at a glance: And what’s more, the bots are convincing enough to hide in plain sight while they do this: 63 percent of users have no idea that they are using AI tools. If nothing happens after the click â the reader does not stay on the page to actually read it, share your content, fill in the form or become a returning visitor â your content strategy is of no value for building your brand and creating a loyal and engaging audience. We now live and work in an increasingly mobile world which impacts many areas and disciplines. I think one of the biggest trends in internal communication in 2019 will be the continuous rise in mobile, both technical and physical. Close to 3 billion mobile users are active on social media. Digital experiences, it seems, are not moving in the desired direction. Our own research into the future of retail clearly shows that both millennials and Generation Z are happy to experiment with new features online. Taking a leaner, meaner, more collaborative and more experimental approach to digital marketing isn’t just for lean startups or tech juggernauts anymore. With 69 percent of young online consumers now willing to make purchase decisions based on visually-oriented searches, your business has much to gain from the visual revolution. Trends and innovation . Auto-play audio ads and non-skippable video ads are particularly reviled, with 51 percent of users stating they have a lower opinion of brands that use them. Instead, use stories to create clarity for your target audience. Major players like Facebook, Google and Microsoft are investing heavily in VR and AR so they can add the strengths of these technologies into their ecosystems and lay the foundation for next-gen consumer experiences. 80 percent of marketing automation users saw the number of generated leads go up. Tereza Urbankova, Head of Global External Communication, Animal Health, Boehringer Ingelheim. We are visual creatures, after all, and we long to interact with the digital world in a way that feels as natural as our real-world interactions. The trend toward storytelling in digital marketing isn’t that brands have suddenly remembered that stories exist. 72 percent of marketers report that creating relevant content is the single most effective tactic for search engine optimization. At every step in your brand journey, your customers should feel like they are walking a single, coherent path. Facebook Messenger comes in a close second with 1.3 billion active users. But the advent of new capabilities makes chatbots an essential component in any future-proof digital marketing strategy. âYOU HAVE TO READ THIS!â The big, bold messages on the frontpage of newspapers have one main goal that has been the same for decades: to make us read the scandalous, sensational or in another way emotionally appealing article they are referring to. 62 percent of those were mobile devices. IT Infrastructure And Digital Workflow. Researchers estimate the annual spending power of LGBTQ consumers at $5 trillion. Yet at the same time, more than three-quarters of all users agree that they would prefer to selectively filter ads as opposed to blocking them entirely. Here's how the business and technology trends for digital transformation (DT) are shaping up for 2019: ... Top-down communication has been identified as a … As messenger applications become ubiquitous, consumers are expecting their favorite brands to follow their lead. The research looks at the most significant digital-related trends that are driving marketing and In that same period, Instagram grew 30 percent, leaping from 600 million to 800 million users. But while mobile traffic grew 4 percent over the past year and the number of unique mobile users grew by 218 million, desktop and tablet traffic declined by 3 percent and 13 percent, respectively . As the cost of working with macro influencers (50,000 followers and above) continues to rise, more and more businesses are looking at alternatives, which is why 2018 has been a turning point in terms of reflecting the value of an influencer. (Digital customer experience trends 2021) ABOUT THE AUTHOR. But those posts are responsible for 38 percent of all traffic. To achieve organizational goals, communication leaders have identified three critical priorities for 2019: Drive employee engagement and alignment; Develop content strategy and message management; Overcome digital communication challenges Earlier in 2018, Google rolled out mobile-first indexing. 51 percent of people believe that businesses should be available day and night. But the platform is not the fastest grower. Digital marketing is facing a generational shift. Sam Saltis. Their consumer journeys are likewise diverse and multifaceted and they are more likely to make mobile purchases. As digital assistants learn more of these new tricks, voice search will become a core aspect of online user experiences. As consumers continue to enrich their digital lives, they are placing greater value on personal privacy. Spending on Extended Reality is expected to increase dramatically over the next few years, from $12.1 billion in 2018 to more than $20 billion in 2019. Some simple statistics for you to consider: women make up 49.6 percent of the global population, and yet only 37 percent of the people in ads are women. Where they once indexed the desktop versions of websites, the search giant will now increasingly index mobile versions. Diversity represents a growing opportunity for your business and it doesn’t take much to get started: At the end of the day, recognition will make your brand resonate all the more strongly with your audience. While digital transformation efforts in Japan have been ongoing for a few years now, we expect that digital transformation will be one of the major imperatives in 2019 for many companies, especially those in more traditional industries that have finally come to terms with the need for digitization. But how will your business navigate through this growing forest of touchpoints? This will be driven in part by the rising popularity of smart speakers. Chatbots will be able to handle increasingly complex tasks without human intervention. Studies show that Generation Z (the generation following Millennials) is moving away from social media. There is no doubt that consumers are increasingly living their lives online. It is estimated that by 2020, 50 percent of all searches will be voice searches. Your ability to match these evolving needs with delightful customer journeys is what will determine your ability to compete. As 2018 comes to a close, itâs time to look ahead to 2019. It’s that brands are learning to use stories in new ways. 90 percent of social media users have used social platforms to interact with brands and 63 percent expect companies to provide customer service on social media. And what’s even better: consumers are prepared to put their money where their heart is. These trends will help you optimize your strategy, seize new opportunities for growth and reach out to your target audience more effectively. Ever since we started painting our stories on cave walls, their impact and staying power has quite literally been legendary. The level of engagement and value a micro influencer offers is such that we donât see this trend going away any time soon. Programmatic advertising is proving itself especially useful in this regard. Adopting an omnichannel strategy can help your business improve its year-on-year customer retention rate by 91 percent compared to businesses that don’t use omnichannel. A whopping 87 percent of B2B marketers struggle to create content that resonates with potential clients. Of course, with all of the above, there are massive questions surrounding privacy. Current trends suggest they will. Handling the data isn’t the problem either. These numbers clearly show that inclusive marketing doesn’t only make sense on the human level, but on the business level as well. This can be explained, first of all, by a huge number of constantly improving methods of cyber-attacks, which literally stirred the public during this year. A personalized digital experience ensures relevance and therefore, attention. Fortunately, artificial intelligence opportunities abound and new technologies can be implemented relatively easily. From our own research, 81 percent of executives agree that AI will work next to humans within their organization in the next two years. 2019 Digital Trends: Data is the key to creating great customer experiences. Providing this level of seamless interaction and personal recognition will be part and parcel of competing in the 21st century. 78 percent of local mobile searches generate offline sales and 82 percent of all users consult their smartphones before making in-store purchases. They are overwhelmingly mobile and social online. Digital transformation will gain momentum in 2019, and trends like IoT, edge computing, and AI could affect an organization's success and profits. 90 percent expect consistent interactions across all channels and 45 percent expect in-store sales associates to be completely up-to-date on online-only products and offers. Growth hacking is rapidly becoming a focal point for companies of all sizes. Those that innovate to earn that trust and embrace privacy by design will be rewarded, while businesses who abuse consumer confidence will see their opportunities shrink rapidly. This will navigate you to Accenture.com Sign In page. And every holiday season, more and more households become voice search enabled. Many of your future customers will not be looking up your website directly. The speed at which consumers are adopting social messaging is staggering, as is the sheer volume of interactions that take place via these new digital communities. Multiyear system implementations enable new … And just that click in itself seems to be fine because â hurray! The days of scattershot mass marketing are numbered. By using headlines with provocative words or placing a âmind-blowingâ picture with an article, media are encouraging us to click on the link. Knowing the story behind a product or service increases its perceived value – in some cases by up to 64 percent. 68 percent prefer content that is informative and educational, while 17 percent prefer entertaining stories above all others. Between them, they support a wide variety of formats from live events to 360° videos. On Facebook Messenger alone, some 2 billion messages are exchanged between businesses and consumers every month. The trend toward a greater role for the mobile platform is rock-solid and shows no signs of stopping. Featured snippets seem like a great place to start, as they currently provide the majority of search results for voice queries. Technology is simply forging ahead coming on leaps and bounds from the previous few years, and if we haven’t reported on it before, then it’s likely not even been invented yet. Making those positive experiences happen is easier said than done. Businesses must develop robust multi-platform content strategies that are varied, diverse and consistent. Consumers will receive responses faster than ever before and resolution times will plummet, increasing brand loyalty and satisfaction. Understanding how to personalize content on your digital platform is now more important than ever. Snapchat ignited the revolution with its 'My Story' feature, but Instagram, Facebook, WhatsApp and YouTube were soon to follow. 8 Digital Marketing Trends to Watch out for in 2019 page of DMI, the global certification standard in digital marketing education. Millennials are digital natives. The prime advantage of growth hacking is that it offers the same benefits and opportunities at any scale of implementation. Target audiences for e-mobility and automotive digital tech require a fresh communication approach – they want to read stories that align with their lifestyle rather than product traditions and polished brand coverage. In this case, the joint evolution of artificial intelligence, natural language processing, voice emulation and next-gen microservices has paved the way for digital assistants that feel almost human. Pingback: 7 Tendências de Marketing Digital para 2019 e 2020 | Straight Out Solutions. Studies shows that consumers trust user-generated content 50% more than content pushed by brands. Social messaging apps are thriving. The competition is fierce and consumer expectations have become liquid. Your web experience will be filtered to match, for example, your age, location, gender and buying/browsing habits. Facebook Stories hit 150 million users in May 2018, while WhatsApp Status reported 450 million users in the same month. The smartphone boom has given consumers 24/7 access to rich online experiences which they are pursuing relentlessly. Digital marketing trends of 2019 will prove to be the real sledgehammer to crack a nut. And ownership is expected to reach 55 percent among broadband households by 2022, if not sooner. Accenture’s research shows that 91 percent of consumers prefer brands that remember who they are, recognize their interests and offer recommendations that are relevant to them personally. This trend toward brief interactions has massive implications for the future of digital marketing. Technological innovation is no longer optional: in an effort to optimize customer experiences and increase e-commerce results, we have become slaves to the algorithm. Considering that 2017 saw millennials spend an estimated $200 billion in the US alone and that their aggregate annual income is expected to reach $4 trillion by 2030, it is not surprising that their generation is widely regarded as the most important cohort for future growth in consumer spending worldwide. Marketing innovation . Microsoft, Google and Pinterest are all leveraging AI to provide online consumers with enhanced visual search features. It’s a gradual change, but a meaningful one. These forecasts cement automation as a driving force in tomorrow’s digital marketing strategies. Pop-ups and disruptive advertising are out. For other platforms, growth has flattened out. They’ll be thankful for it. Our review showing examples of the latest innovations in digital media, technology, and data to support digital transformation. While some major players, like Facebook, have implemented technology to circumvent adblocking, others are taking a subtler approach by integrating advertising seamlessly in video content. You’ll need to get comfortable in increasingly dynamic environments – and find partners who are equally at home there. communications, digital marketing, trends. These insights will help you optimize your strategy and greatly increase the impact of your marketing efforts. All these future digital marketing trends are built on creativity, data, and personalization. We will update these trends as new developments arise, ensuring you always have direct access to the insights you need to prepare for the future of digital marketing. With new trends coming in, there are innumerable ways by which business enterprises can attract more consumers and provide them with satisfactory services. And embracing it will help your business forge enduring relationships with rewarding new audiences. And that means creating a strong foundation for digital identity management. Everybody loves a good story. It’s a mindset, a way of thinking that your business needs to embrace fully for it to work. Slow speeds meant that designers had to keep things basic in order to fulfil the expectations of the user. For example, Google now uses a different mix of algorithms for each individual search, greatly enhancing the specificity and relevance of users’ results. By helping you experiment rapidly, growth hacking allows you to identify and pursue the most efficient ways to acquire new leads. This is where influencer marketing enters the picture. 85 percent do not recognize themselves in the images that are presented to them. And thanks to the introduction of adblockers for mobile and desktop browsers, they don’t have to be. Now, with 3.7 billion active users worldwide, mobile devices account for 52 percent of all internet traffic. Digital Marketing Trends to Watch for in 2019. Essential . But machine learning and artificial intelligence offer promising solutions. The core concept of cloud computing has long been not new and is not one of the new trends in business communication. The last eight or so years have seen the birth and explosion of a responsive web where content adapts visually to fit different devices, and we expect that throughout 2019 this concept will expand as content begins to adapt to individuals’ behaviours and demographics. Stands, 80 percent of all traffic of 6 hours online every.... Has quite literally been legendary message that bears repeating in the coming years motivator for the pragmatic, test-improve-deliver of... 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