The digital marketing scenario today is responsible for many of the things we see today on the internet. All businesses from small to large scale employ digital marketing to be in the race to succeed in getting the audience’s attention. Getting a big social outreach and engagement are perhaps the best way for businesses to build a brand and generate revenue by lead generation. Several digital marketing trends, strategies, and platforms are still going evolution and are reaching customer engagement levels not possible before. Digital marketing is customer focused and there have been several advancements and changes in the area in 2018 to achieve their targets by 2019. But what’s in store for 2019? Let’s find out:
1. Machine Learning:
Machine learning is the next thing in every possible aspect of life. We’re reducing human dependence in every field possible using either Machine Learning or Artificial Intelligence. Same goes for marketing. In our blog, ‘Future of Social Media Lead Generation’, also we’ve elaborated on its application. To be able to tailor your digital marketing campaigns quickly and effectively is vital in today’s world. This is enabled by machine learning which uses unstructured and structured data to make predictions that you can leverage. Paypal is already using the predictive capabilities offered by machine learning to act against money laundering. It is going to assist the marketing field in a major world and will be the next big thing as it can offer automated visualizations, content management as well as analysis.
2. Dark Social:
In addition to sharing links, pictures, videos as the main media on social platforms, people are now also communicating and engaging via un-monitored social media channels like:
- Messengers: Apps like WhatsApp, Facebook Messenger, Instagram Direct among several.
- Email: Email referrers aren’t shared of course to protect the privacy of users.
- Secure Browsing: When clicking on HTTPS to HTTP, referrers aren’t tracked either.
Dark social is responsible for approx. 84% of the outbound sharing. This is not something one can ignore. It’s gaining a lot of momentum and it’s important for you to understand it. Social traffic tracked with usual web traffic analytics, will result in the businesses underreporting whatever addition social media provides to your brand.
Therefore, dark social is something that has a lot of potential for brands and business in 2019.
Around 96% of the users today pick up their phone for any urgent information or research they need for anything. If businesses can anticipate and use these informational impulsive splurges – the micro-moments, by providing the right info at the right time, they are going to be hugely successful. Because more and more people make on the spot decisions and the rise in micro-moments concept is on the rise, sites tailored for a mobile platform will be effective in offering consumers the invaluable information at the right time. BBC’s mobile site has implemented this and categories are arranged to enrich the visitor experience.
4. Video advertising:
In our blog, ‘Future of social media lead generation’, the advantages of video content have been covered. The video-based media effects in the marketing area are growing at a surprising rate. The younger population prefer watching the video more and this type of advertising will prove its worth to business adopting the concept. To truly stand out and gain customer confidence brands should use video advertising.
Most of us like web content which is relevant to us and shows interest in what attracts us. Irrelevant advertising only makes the user disinterested and leads to more and more users leaving the sites or leaving the platform irrespective of how good the content is, generally speaking. So, it is good to invest in making the user experience personalized and businesses which already have invested expect a 6-10% rise in revenue for the upcoming year.
Brands have been trying their hand at personalization using email marketing, automated tools to hand out material based on the demographic sectors. At least 66% people say they are comfortable switching brands if they’re treated like a person rather than a number.
Chatbots are now available on platforms like Facebook Messenger, that too being used intensively. From artists, businesses to organizations all have developed their chatbots to tailor the marketing experience for their customers. They’re developed using artificial intelligence which learns to more use and leverage rest of the advantages of artificial intelligence. H&M has already developed its chatbots platform- Kik that engages the community and recommends what the user might like based on the machine learning concept and gives out personalized content to the user from the business. Over 1.8 million messages have already been exchanged on the platform and it shows huge potential for the company and the concept of other companies instead.
7. Lead Generation:
Lead generation efforts using the power of social media are the next big thing and already proving highly useful for organizations. This comes with the success of AeroLeads software in the area as it leverages the concept to search across social media platforms to find prospects and convert them into leads. This is useful for more and more businesses and even recruiters are using the power of social media to know more about the clients than ever before. In 2019 this is going to only prove more useful as more and more people are using social media platforms and new players and concepts constantly pop up to make the prospects visit the sites and business profiles and thus convert because of the power of social media advertising and prospect generation.
The 2019 market is going to change drastically for the better and it is great as time as any to be prepared for the upcoming surge in this concept to ride the wave of digital marketing evolution. Greater the business presence online and according to the customer, more the prospects and leads you’ll generate and result in more revenue.