Each business model is made up of a specific universe of objectives, goals and paths, which means that not all solutions are profitable for all companies or brands. However, some trends are more generalist, adaptable to each reality and for this year the predictions go beyond the rapid technological evolutions.
Top 9 Marketing Trends for 2019
*With a bonus tip at the end!
THERE
BIG DATA
DATA SECURITY
CUSTOMER EXPERIENCE
CRO – CONVERSATION RATE OPTIMIZATION
VERTICAL VIDEOS
MICRO INFLUENCERS
MORE DEMANDING SALES FUNNEL
ABM – ACCOUNT-BASED MARKETING
THERE
Among the topics that are always trending in Marketing, Artificial Intelligence has dominated the scene for some years now, even before Steven Spielberg raised the possibility of machines with feelings and led the public to tears and an existential crisis.
Within the definition of AI there is a wide range of uses of thailand telegram viral technological resources that need to be selected to be applied, that is, they need to be capable of implementation, measurement and, of course, be profitable.
Voice search is one of the biggest bets for companies like Amazon with its Alexa personal assistant and Apple's Siri for smartphones. Although in different contexts, both are revolutionizing the search model and challenging the way companies respond to this new market demand.
Still on the subject of searches, applications such as the one from the large Chinese retailer Aliexpress already offer image searches with a generous matching quality, although it needs improvement. According to the study carried out and published by Jumpshot , 62.6% of internet searches are made through Google, 22.6% are image searches and the rest is divided between the other search engines and YouTube, for example, which represents 4.3% of searches.
Within the concept of automation , the famous chatbots are once again among the best AI solutions for Marketing. Whether on Facebook or Twitter, for example, these communication software are used for better interaction with online users and bring benefits such as personalized service and the qualification of Leads, directing the potential Customer to a specific stage of the sales funnel.
And there’s no need to imagine a “ Black Mirror ” reality for AI, just look at simple services like Spotify and its playlist suggestions or Waze’s restaurant recommendations.
BIG DATA
In simple translation, Big Data means a volume of diverse data that, when properly processed, are capable of producing insights and assisting in decision-making.
Also called Data Marketing, the information provided by mobile devices, laptops, social media, news portals and other sources is valuable and reflects a company's efforts to process data more quickly.
In 2019, it is worth improving the 5 Vs of Big Data: variety, speed, veracity, value and volume. Always taking into account the final quality of the information.
DATA SECURITY
Users are more demanding when it comes to security and the use of collected data. With the GDPR – General Data Protection Regulation , some precautions have been established to guarantee the security of information collected by companies, such as: not allowing the collection of data from minors under 16 years of age without the authorization of their parents or guardians and the right to “be forgotten”.
Ethical practices in the data collection and processing process have become a requirement in the routine of Marketing teams, and can even result in severe penalties. Keeping the user informed about what data they are providing, how, where and how it will be processed is essential. In addition to conveying credibility, trust and transparency, it avoids potential legal problems.
CUSTOMER EXPERIENCE
Human beings generally feel the need to differentiate themselves and feel unique, and companies need to deliver unique experiences. CX – Customer Experience , promotes loyalty, highlights the company's positioning and enhances potential brand ambassadors or Brand Lovers.
Within this Customer experience, Omnichannel is a strong ally, that is, all of the company's channels must be connected, leaving it up to the Customer to choose how, where and when to communicate. When contact channels are interconnected, one complements the other in terms of the consumer experience, both online and offline.
Providing memorable experiences before, during and after a purchase is an assertive decision to achieve success in the near future that has already begun!
CRO
Also known as Conversion Marketing or Conversion Optimization, CRO (which doesn't mean some super cool new acronym for a job title on Linkedin) exists with one basic function: to increase conversions regardless of the objective of your website or blog to obtain better sales results.
This results-oriented technique is part of the strategic stages of a well-designed Marketing plan and will return results when the ROI is calculated.
Ultimately, CRO and customer experience are intertwined throughout the consumer journey with a very clear objective: to make the sales process exquisite, personalized and dynamic. A strong ally in this task is email marketing , which has been reaffirming its potential in customer retention and loyalty strategies.
VERTICAL VIDEOS
Most internet and social media users use mobile devices to browse, chat and watch videos. According to YouTube itself , more than 1 billion hours of video are viewed per day on the platform and the vertical format is nothing more than an adaptation to the format of smartphone screens.
When the video is vertical, it avoids dispersion and the visualization of black edges and, in addition to being easy to record, it is friendly on social networks, such as WhatsApp.
MICRO INFLUENCERS
Word-of-mouth marketing has always existed and has always been a strong ally in creating a business’ reputation. With the help of technology, this influencer marketing has been transferred to the “social stars” that the internet has created and has become more powerful than it already was. It is not necessary to be a Kim Kardashian or a Cristiano Ronaldo, since the cost of investing in these big celebrities is high and resembles large-scale advertising.
The trend is to have between 10k and 100k followers on Instagram, for example. Within these numbers, it is possible to engage with the public and create a closer and more personalized connection.
In addition to presenting considerably lower costs for the Marketing budget, Digital Influencers tend to be more involved with the target audience and the content offered is directed at a specific niche and has greater purchasing potential.
MORE DEMANDING SALES FUNNEL
Traditionally, the sales funnel has 3 main stages: top, middle and bottom. We classify each individual according to their purchasing reality, knowledge about what they are going to buy, requirements and other criteria related to the consumer journey.
But these same future customers, when we consider the top of the funnel, have become more demanding and questioning. Adapting the main sales funnel matrix could be a positive solution in 2019.
Including other stages in the funnel according to each reality and classifying in detail the processes, offers, attraction and loyalty methods, for example, can be an alternative.