Autumn is characterised as the time to carry out the balance of the year that ends. It is time to analyse what the reasons for success or failure have been according to what projects and plan new strategies for the future. In the world of Digital Marketing, this is even more important if possible due to the immediacy and constant change that characterises the sector.
Mentioned below is the main Digital Marketing trends for 2019, taking into account what has been very successful and what is still to come.
Despite not being a revolutionary technique in full 2018, voice searches still offer great potential for any company that seeks to get the most out of Digital Marketing. In 2019 it is expected that smart home devices such as Google Home, Apple HomePod or Amazon Alexa remain at the top of Online digital marketing, so do not forget to forget them when optimising any website.
Surely you have already heard how these devices transform user behaviour, but their success goes much further: it is a technology in full expansion, as more and more households adopt it, which adds to the continuous technological advances that allow increasingly fast and efficient responses.
As you already know, adapting your SEO strategy to voice searches is essential to achieve online success. The algorithm of Google prioritises all those contents optimised for voice searches and working on it will help you to position your brand.
The personalised treatment is one of the aspects most valued by customers in any sector. Therefore, it is not surprising that for your Digital Marketing strategy to be successful you need to make personalised offers for each of your consumers. For this, it is essential to analyse the type of user that interacts with each of the sales channels offered by a company.
For example, the type of potential user that comes from your promotions in Social Networks usually requires different treatment to a potential client that is presented in one of your physical establishments. Understanding the tastes and needs of users of these different contexts will favour relevant indicators for your company, such as the recurrence of purchase or word of mouth from current customers recommending products and services to their beloved friends.
This Context Marketing technique is benefited by the continuous technological progress of the so-called CRM (Customer Relationship Management tools). Thanks to them it is becoming easier to carry out the segmentation of your clients and offer more personalised attention.
Use of chatbots
Developing an effective Conversational digital Marketing strategy with the help of messaging and chatbots applications will allow your users and potential clients to value each interaction with your company positively.
Specifically, the use of chatbots will give you the opportunity to attend numerous customers simultaneously, which is not possible only with human support agents. Also, the critical technological development in this field allows your customers to value the treatment received as personalised and humane.
Chatbots not only offer personalised and effective treatment for the vast majority of people who contact your company but also allow you to save much time automating tasks that can become very repetitive. For example, if your company receives many questions about the registration process on the web, your support button can send your customers immediately to the FAQs page where you can find the detailed explanation of the registration process. This applies to multiple questions that every company receives on a regular basis.
“Fast content” to express users
The continuous growth of the use of smartphones to visualise the contents of a very diverse nature is not new. However, we must pay attention to the context in which it occurs: it is widespread to consume content of any kind anywhere and at any time, and often at the same time we perform another different action. This means that an essential part of the users who visualise content on their smartphones do not do it with a high degree of concentration. As a consequence, session time decreases exponentially compared to other devices.
A company that wants to get the most out of the content that mobile users see will have to change their habits. The so-called “fast content” emerges as a solution to reach all those potential customers who seek to consume content in a simple and almost instantaneous way.
This is undoubtedly one of the trends to be taken into account in the face of this 2019. There is a large audience with particular needs and consuming content at a very high speed. Being able to captivate this audience is one of the most critical challenges facing companies that want to cover all sectors of the market. That’s why, following the example of some social networks like Snapchat, more and more ephemeral contents are being created that leave their mark in the minds of the public. In this type of communication, various shocking and surprising stories predominate, so that the message persists among the audience.
The alarming usage of smartphones concerning other devices not only affects the content but is also very present when it comes to selling various products and services. Faced with this need, companies are increasingly striving to create and optimise their mobile commerce platforms to reach their potential customers.
Online consumption does not stop growing and, in general, a satisfied user with an online purchase usually returns to the Internet to buy new products or hire services. To favour this type of consumption among users of mobile devices, it is essential to adapt the web of your company to the two critical aspects to optimise the “mobile commerce”: to have a simple interface and to minimise the load times of the images and other remarkable contents. In short, the prospects for online commerce in the short term are impressive, especially for the platforms focused on users of mobile devices.
Although it is still a technology in development, the recognition of images promises to revolutionise the Digital Marketing sector. Thanks to this model, users can perform visual searches and locate objects more easily than with the descriptions required by search engines today. The idea behind this technique is that anyone can take a photo and upload it to a visual search platform. It will locate those results that offer similar images, including various platforms that commercialise said products.
Although we do not know if this technology will come out publicly in 2019, if your sector is that of Digital Marketing, we recommend you to be very attentive to the progress that will occur next year.