With a new year dawning upon us, it is time for us to turn the attention to better business with more sound strategies. We have left 2018 behind us and though the major trends of last year, like augmented reality, social media content and aiming for high conversion rate, still continue to make the rounds, it is now time for you to ask yourself, “What does the new year have in store for me?”
In keeping with the trajectory of the digital market, here are the top ten strategies that you need to follow in 2019.
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Video marketing was already creating waves in 2018, and it is now time to take the game to the next level. Thanks to the widespread use of social media, the phenomenon of live video marketing has spread like wildfire.
According to a recent Facebook report, the daily live video consumption by the millennials has increased four times in the last year alone. Live videos make the users feel that you are conversing with them directly and they are more likely to pitch in their thoughts. That way, you are better positioned to formulate your strategies based on the demands and needs of the buyers.
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When talking about live video content, how can social media strategies be far behind? Social media continues to remain on the scene as a promised land for assured digital marketing success. A report by Content Marketing Institute states that over 94% of the B2B marketers have used LinkedIn for their content marketing strategy, whereas other social media platforms like Twitter, Facebook, and YouTube have a share of 87, 84, and 74 percent respectively.
This year utilize the information gathered from the analytics to understand your target audience on social media and make your presence felt across all social media platforms. For instance, the general consensus is that the younger audience usually prefers visual mediums whereas the older demographic is more into in-depth content. Thus, formulate your content in accordance with the preferences of your audience.
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Email marketing reigns at the top this year with its ability to hit the goals set and the highest ROI that it offers. If the proof lies in numbers, then you will take heart in knowing that the stats by Email Expert show that the average return is around $44.25 for every single dollar spent on email marketing.
If you had already tried your hands at email marketing last year, it is not time to go for more refined methods. When sending emails, you need to make sure to segment the customers, according to their needs and responsiveness. MailChimp says that segmented campaigns on email have 14.32% higher chances of being opened than the non-segmented campaigns.
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Even since mobile and the UX designs came into our lives, content optimization has become an integral part of digital marketing strategies. Shift the focus from only ensuring high traffic, and this year, rather place your bets on the strategies of conversion rate optimization. Keep the focus on quality over quantity for creating a sales funnel that will actually bring in the right customers.
The great thing about conversion rate optimization is that it brings down the cost of customer acquisition and the average return on investments offered by the tools of CRO is 223%. It prepares you for the great run in the days to come by giving you an idea about the things that are working and the things that are not.
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The rise of chat bots has been slow but sure in the past couple of years, and the trend continues in 2019. With over 45% of users preferring to use the Chat bots as the means of communication in the customer service, it is an unavoidable part of the digital marketing strategies for the big and small businesses this year.
Use the Chat bots to better engage with the audiences by offering real-time assistance to them. Make sure the users get the dedicated support that they are looking for through the proactive interactions that they can avail.
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By the year 2020, over 50% of all queries will be based on voice search, and the number of people using voice search rose by 60% in the last year alone. With most of the searches moving towards smart phones, there is no way for you to formulate a digital marketing strategy without incorporating voice search.
The better results that the voice search can provide on your website, the more are the chances for the visitors to interact with your brand. This year you need to refine your voice search technology to incorporate more natural languages and nuances of the varied dialects. This needs them to consider what the target audiences might use in the voice queries and also keep their focus on the long-tail keywords as the users are more likely to rely on those when making a query.
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As more number of users starts processing online activities through the smart phones, the marketers need to continue leveraging the micro-moments for attracting the attention of the audience and also to fulfill the instant decisions. When a customer looks for something, searches for a store nearby, wants to finalize a purchase, they can use the micro-moments to create targeted advertising and content.
Take an example of the ‘want to go’ moments of the customers. The brick and mortar stores of the brands need to take advantage of such moments by banking on the ‘near me’ searches, which have shown a two-times increase in 2017 alone, according to Google. The stores need to optimize their location on the apps and sites to garner more number of buyers.
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The machine learning is one of the first practical gifts that artificial intelligence has given to the world of marketing. It is all set to change the way you do anything and everything in marketing. Machine learning will help you in processing a large volume of data, spot similar patterns in different datasets, and make predictions based on the findings.
It is this last part that holds the most important for the digital marketers. These are the algorithms that have the most capability of predicting consumer behavior according to the almost endless quantity of data. The major difference in machine learning this year is that it has become more accessible to everyone. The tools like Azure by Microsoft have made it possible for anyone to incorporate elements of machine learning algorithms.
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The last decade was all about the millennials, but now the generation Z is also coming of age. The oldest post-millennials, i.e., the ones born between 1998 and 2016, are now university graduates and they are all set to make their individual purchasing decisions. This makes 2019 the year to focus on this next-gen consumers.
The millennials, with their lesser brand consciousness, more tech-savvy nature, and much more cynicism, rely more on the offerings of the brand and its way of communicating rather than how big its name is. Brands need to adapt the marketing strategies to cater to this rising generation Z as well as the older millennials.
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Real-time marketing will bring in more adaptability and power to help the digital marketers effectively engage with the customers and prospects. Going by the words of Gartner, of all the buzzwords for digital marketing is all set to make the most noise in the next ten years. According to the surveys of Google, 2/3 of Smartphone users are more likely to buy from the sites where the information is more customized to their location, therefore, offering services in real-time.
Build up your digital marketing strategy with the ability and the agility to respond faster to the changes than the competitors and arm it with all the practicality of predicting what lays ahead in future. You need to begin with journey mapping and customer identification to further upgrade your real-time marketing strategies in the future.
As the year rolls on, we can hope to see more advancement in the digital marketing world and further redefining of the strategies accordingly. But going by the current trends, these are the ten basics of the digital marketing strategies for the year 2019. So, how many were you surprised to know and how many were you already applying?
September 3, 2017
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