With one year very nearly behind us and another on the horizon, it's important for marketers to take a peek at what to expect in the near-term—what areas of advertising for your brand will see continued growth, what new trends will emerge and which trends have overstayed their welcomes?
Here are four areas of marketing that will grow in emphasis in 2019.
Personalized content, products, emails, etc., are poised to stand out even more so in 2019. With the continued rise of web and digital marketing, personalization has become an integral part of how companies do business, by molding customer and user experiences individually as much as possible. Creating custom content has never been easier, with more access to purchase history, social media, customer behavior and link clicks. Companies such as Netflix and Amazon are already leveraging the power of personalization. For example, your Netflix account immediately displays a carousel of shows and movies that are all personalized and catered to you. Amazon shows products similar to the ones you’ve bought before. That model will need to be mimicked in your own brand to satisfy a consumer base that will start to expect it.
Influencer marketing will also be on the rise in 2019. Influencers are getting attention from brands who want to build relationships with them in order to persuade buyers. One of the biggest benefits from influencers is the help it provides in creating authentic content for brands. This wins audience trust and can acquire new customers. Influencer marketing is growing faster than other traditional forms of digital marketing. A majority of influencers prefer Instagram over any other social platform, and this will only increase in 2019 as Instagram makes more effort to cater to them.
As social media continues to change, video is becoming increasingly popular for businesses to get their messages across. In 2019, live streaming will become more popular, and marketers should start utilizing personalized video messages and 360-degree videos. Live video can be used to show off new products, demonstrations, webinars, Q&A sessions, interviews, live tours and more. It allows for a more intimate connection with a brand and can grow brand loyalty. Also, expect to see fewer companies putting their money into traditional broadcast TV ads and more into YouTube ads. YouTube tends to be less expensive with an often larger reach. Lastly, expect virtual reality (VR) and augmented reality (AR) to continue as an emerging trend in 2019, becoming more mainstream and accessible for more brands.
With Google Home, Amazon Alexa and Apple’s Siri on the rise in 2018, expect to optimize your content for voice search in 2019. More and more consumers are using voice search instead of old-school typing. People are becoming more accustomed to the convenience provided by these devices, and they are also becoming an integral part of our everyday lives. What does this mean for SEO? Well companies will have to focus on voice search more then ever to remain relevant to consumers and to maintain their rankings with search engines. One way to get ahead is to write headlines in the form of questions that people would ask their smart devices.