Over the last few years, new trends have emerged that have had an enormous influence on how marketing organizations collaborate, communicate, innovate and evolve. As digital marketers, we live in a fast-paced world where the rules and strategies change on a daily basis. One minute you think you have nailed the YouTube algorithm and the next, you are pulling your hair out wondering why your content isn’t getting enough views.
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'Marketing Trends to Think About for 2019'
As we look forward to 2019, here’s a look at top trends that will boost your marketing strategy.
- Live StreamingI
t’s no surprise that video continues to dominate social. Expect to see a continued shift towards video content and in particular, live video. Video streaming was 75% of all internet traffic in 2017 and there are no signs showing things will slow down. Studies found viewers watch live streams 3x longer than prerecorded video. Look for major platforms such as Facebook, Twitter, Instagram and Snapchat to double down on live videos by improving feed quality and adding more interactive features.
- Mobile Video
Mobile video ad spend will grow 49% to roughly $18 billion in 2018, reports Recode, while non-mobile video ad spend is expected to fall 1.5% to $15 billion. You can expect to see a decline of video consumption on laptops and computers for the first time — while video views on phones and tablets is expected to grow by 25%. The average viewer is expected to watch 36 minutes of online video per day on a mobile device, as opposed to half as much — roughly 19 minutes — on a computer.
- Growth Hacking
Also known as growth driven tactics, these are marketing processes specifically targeted for increasing growth in revenue. SEO is the still one of the best growth hacking strategies simply because you are getting more traction from people who are already inquiring about your product or service. As technology evolves to allow additional search options, you have to adjust your strategy to meet your audience where they are looking for you. Attracting leads with awesome content and exciting twists (such as a giveaway or a challenge) can help move the dial in converting these leads to sales.
- Artificial Intelligence (AI)
Combined with big data and machine learning, AI is expected to make a huge impact on how we market to our consumers. Users can expect highly-customized content delivery, automated based on their persona and lifestyle. Starting an AI strategy can be costly and require specific skill that are often hard to come by as the role is in such high demand. However, the large upfront investment shows promising results for those willing to take the plunge. Take for example recent data captured from the Salesforce State of the Marketing Report where high-performing marketing teams are more than 2x as likely to use AI in their campaigns than under-performers. 57% of marketers using AI already say it’s absolutely or very essential in helping increase touch points with customers and prospects. Salesforce also points out that marketers anticipate AI use will grow by 53% over the next two years.
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- Explainer Videos
Explainer videos are short, uncomplicated videos that explain your company’s product or service. They pack a big punch when it comes to driving results. The visual elements in an explainer video help viewers understand more about what’s explained with only a few short sentences. On websites where an explainer video is present, they are 4x more likely to watch the video than to read text on the page. An example of an industry that’s taking on explainer videos head on is Healthcare — where animated videos can work best to communicate complicated ideas and educated the patient beyond their doctor visit.
