It’s almost 2019 – and with this year, like the years before it, comes a wave of predictions and technologies to help brands reach their consumers in new and innovative ways. We’re not quite at the level of hologram marketing yet – but we’re close.
Despite the rapidly evolving landscape of modern marketing, there are some pieces of marketing advice that are tried, trusted, and will continue to ring true for marketers despite the new channels and mediums at their disposal. We’ll first examine some of these new marketing trends, and then uncover the marketing advice to keep in mind even when exploring the new waters of AI, machine learning, voice activated search, and more.
Growing Trends in Marketing in 2019
No matter where you turn, it seems like everyone is talking about AI – especially as it relates to advertising and marketing. Artificial intelligence is growing in prominence, synthesizing and making sense of data in real time that allows for personal and tailored experiences. Advances in machine learning mean that companies are now able to target prospects with greater and greater accuracy, getting the right message to the right person at the precisely right time based on their behavior. Though this year has brought its share of ethics concerns regarding the ways companies use customer’s data, it goes without saying that AI will continue to be a major tool in marketer’s toolkit in the years to come.
According to data collected by Think With Google, voice-based commerce sales in the United States reached $1.8 billion in 2017 and are projected to reach $40 billion by 2022. Couple this with the fact that 72 percent of voice-activated speaker users say their device is a part of their daily routine, and we see that this presents a massive opportunity for marketers to understand how to reach this large segment and ensure their products are optimized for voice search.
Video has been a key player in brand marketing strategies for years now, but it’s never been more important than in 2019 – especially mobile-optimized vertical video. Nielsen reports that the average adult now consumes six hours of video per day across live or time-shifted TV, smartphones, and tablets. Additionally, with the launch of totally new ways of consuming video, like IGTV, consumers have more options than ever – and so do marketers.
Regardless of Trends, Stick to This Marketing Advice
These technological advancements allow marketers to reach customers and potential customers in unparallelled ways. It’s tempting to jump headfirst into how to take advantage of these trends right off the bat – but don’t lose sight of what you’re actually trying to accomplish in the first place. Channels and technologies will change, but these foundational pieces of marketing advice won’t.
- It’s all about the relationship. Your relationship with your customers is your most valuable asset and is the lifeblood of your marketing – so when you’re thinking about what new marketing trends to try out, consider how they may affect, enhance, or hurt your customer relationships. This is especially important when you consider how your customers feel about the privacy of their information and their data. A cool new marketing tactic may not be worth it in the long run if it jeopardizes your customers’ trust.
- Know your customer. You may be over-the-moon excited about trying out a new voice-optimized search strategy for a new product – but if your customers aren’t yet using these devices, it won’t do you much good. Just because something is trendy doesn’t mean it fits your customer segment. Do your research and understand how your customers are interacting with these new technologies before you commit.
- Deliver real value. When adults are consuming upwards of eleven hours of media a day, you have to cut through the clutter and get their attention in a way that is compelling, informative, and creative. Today’s customers are savvier than ever, and they know when they should be skeptical – so focus on delivering real value through your marketing, not just flashy gimmicks using new technology. Value could mean a lot of things depending on who your customer is – it could be a behind-the-scenes sneak peek of your brand using IGTV, a product suggestion on your website based on their past behavior, or even just a simple and informative Amazon product description.
- Keep it simple. This piece of marketing advice may be the hardest to follow in the midst of all these shiny, complex new ways to reach potential customers. But the great David Ogilvy once said, “a good advertisement is one which sells the product without drawing attention to itself.” If people are excited about your ad, your chatbot, or your fancy new video – but don’t actually know more about your product – it won’t deliver the results you’re looking for. Keep your marketing streamlined, even when experimenting with new channels.