It’s that time of the year again, where every marketer starts thinking about the future of marketing. Our team here at KDM don’t have a crystal ball, but we do know tons about marketing. And with this knowledge let us go through 12 of the coolest marketing trends that will conquer 2019.
Table Of Contents:
Content Marketing Trends
Let’s start with the biggest area in marketing, content marketing. Did you know that in 2016 over 1,440 blog posts were published every 60 seconds on the internet? This number has almost doubled since 2014, where over 972 blog posts were published. It’s safe to say that content marketing is here to stay. To make sure your company is getting the most out of content marketing in 2019, take a look at these content marketing trends:
[bctt tweet=”In 2016 over 1,440 blog posts were published every 60 seconds on the internet. #kdmdigital #blogging” username=”KDM_Digital”]
- Marketing funnels will drive Content Strategy
2018 has truly been the year of funnels, everywhere you looked marketers were talking about funnels and how to map out your customer’s journey. By now I’m sure you know what a marketing funnel is and why it is important for your company to map out their own funnels. In 2019 we predict businesses taking funnels to the next level.
In 2019, we’ll see the merge of content marketing and marketing funnels. Companies will focus on creating content that directly links to a stage in their funnel. For example at the desire stage, you might create case studies to highlight why your services or products are better than your competitors or you might generate interest through specifically targeting your customer’s pain points.
By taking marketing funnels to the next level, businesses will see higher conversion rates from their content marketing activities and really begin to create true value for their customers.
- Personalised Content Experiences will continue to grow
Years ago personalisation only existed in the form of including your first name in an email. Fast forward a couple of years and now we’re getting personalised advertisements, e-newsletters and website pop-ups. And we predict that in 2019, things are going get much more personal!
Imagine visiting a landing page or a website and seeing your name in the heading. And not only that, imagine only seeing content on that website that you are interested in, For example, if you downloaded an eBook on marketing automation, then the next time you visit the website, you’ll see marketing automation related content at the top. We already see this in the eCommerce sector, but with personalisation growing, we can expect almost all websites to utilise personalisation.
And here’s an interesting stat we found to back-up our prediction: 62% of companies are undertaking some form of personalisation in their marketing activity, and 44% personalise through their websites. Are you personalising enough of your marketing?
[bctt tweet=”44% of companies personalise through their websites. Are you personalising enough of your marketing? #kdmdigital #digitalmarketing” username=”KDM_Digital”]
Video Marketing Trends
Video marketing is at an all-time high. In fact, a recent survey found that more than 500 million hours of videos are watched on YouTube each day. If this is not enough to convince you that video marketing is necessary, here’s another shocking stat: Marketers who use video grow revenue 49% faster than non-video users. Here are some of the smartest video marketing trends in 2019:
[bctt tweet=”Marketers who use video grow revenue 49% faster than non-video users. #KDMdigital #digitalmarketing #YouTube” username=”KDM_Digital”]
- 360 videos create a truly interactive experience
360 videos have been going for a quite a while now. When they first started, people didn’t really know how to use them and how they could be applied to marketing. But in 2019 we expect more companies to make use of 360 videos and to combine Virtual Reality (VR) elements to create a unique and interactive experience for customers.
Take a look at this 360 campaign example by Cathay Pacific airline to see what your brand could achieve. 360 videos can be used to show prospects your store, office space and even play fun games. Did you know that adverts that use 360 videos increase CTR by 300% compared to a typical image ad? It’s time you planned your next 360 video campaign to promote your brand.
- 1-to-1 videos for the ultimate personalised experienced
Today’s world is more crowded than ever with marketing messages and advertisements, so how can you stand out? With video marketing of course! People are sick and tired of seeing the same old emails showing up in their inboxes, and this is a real opportunity for marketers to stand out.
Because smartphones have made videos easy to produce, more and more marketers are discovering the value of video marketing in lead nurturing activities. For example instead of sending a prospect an email or giving them a call, how about sending them a personalised video message? Videos have been known to significantly increase conversion rates and engagement.
Email Marketing Trends
This year there was so much hype around emojis in emails – actually emojis were everywhere. We never get tired of emojis! Personalisation continued to also grow in the world of email marketing, but what will 2019 bring to email marketing?
- Artificial Intelligence in email marketing becomes more universal
Some companies already make use of Artificial Intelligence (AI) in their email marketing, but we expect all email providers to offer more elements of AI to their users by the end of 2019. How can AI improve email marketing, you ask? Simple! AI will help businesses to automatically tailor their emails to suit different contacts. Just imagine clicking the “send” button, and your software automatically adjusts the subject line and even email the copy to suit the past behaviour of your contacts. And all without the need of segmenting your contacts!
- Emails get more interactive
People are bored of the same old email formats, like full-text or a promotional email with product images. Email marketers will have to seriously up their creativity to grab attention in 2019. Just take a look at this example email I received the other day from Nifty Images. A building actually drops in the image when the countdown hits ZERO – How exciting is that! This is a brilliant way to keep their readers engaged in their e-newsletter, while they wait for the countdown to go down.
We also expect to see more and more videos being used over images or long text in emails. Imagine getting a promotional email with a demo video of a product being used or it being reviewed by an influential blogger. After all, videos are known for getting more engagement than any other content type out there.
B2B Marketing Trends
As a B2B digital marketing consultancy, we like to keep an eye on all the updates and trends in B2B marketing. Here are some top B2B marketing trends we expect to take over 2019:
- Time to get smart about reporting and attribution
We live in a digital age where all businesses (small or big) have a presence online and if you don’t then you’re already left behind! The biggest benefit of being online is the amounts of data you can track and review. For example, you can monitor in real-time how your campaigns are doing, get access to behavioural data on your site and even learn more about who your customers are.
With more and more stuff being done online, you can also easily attribute which marketing activities help you get the most conversions (whether this is a website purchase or an eBook download). For example, let’s say that 20 people download your eBook last week. By being smart about your data, you can use tools like Google Analytics to track where these downloads came from, such as did they come from an email campaign you sent out or from a Facebook ad your running? This data is massively beneficial in helping guide your marketing budget and future marketing tactics.
- B2B Businesses take on B2C marketing tactics
Some common B2C marketing techniques include hosting competitions, offering free stuff with a purchase and teaming up with influencers on social media to get attention. By why are we calling these B2C techniques only?
In 2019, we predict B2B companies to take on B2C marketing tactics to gain a competitive advantage. We already see that more B2B businesses are developing products and using a package-based system to sell their services. This gives them the opportunity to sell their offering to not only businesses but to individuals with the right profile. Imagine a B2B marketing consultancy having a competition to give away a free marketing audit or teaming up with an influential blogger to talk about keyword researching techniques.
Influencer Marketing Trends
In 2018, we saw more companies than ever using micro influencers to create campaigns which not only grabbed attention but were also authentic. A recent study even showed that 82% of consumers are more likely to act upon recommendations from micro-influencers. But what’s next for in the world of influencer marketing?
[bctt tweet=”82% of consumers are more likely to act upon recommendations from micro-influencers. #KDMDigital #DigitalMarketing” username=”KDM_Digital”]
- Podcasts go big
Podcasts have been around for years. And now with micro-influencers becoming massively famous, we expect podcasts to go through the roof. The best thing about podcasts is that they make the viewer feel like they are hanging out with the host. This is a great opportunity for influencers to share their deep and intimate thoughts on a personal level with their audience, helping build trust and engagement on a whole new level and platform.
- Sponsored content will be clearly disclosed
While micro-influencers are powerful in the world of marketing, the clear fact remains that most consumers hate being sold to. This is why regulations are needed to make sure every blogger or influencer clearly states if their content is sponsored. This dark-side of influencer marketing is what makes people lose trust in influencers and if people have no trust in them, then influencer marketing won’t work. Therefore it is highly important to clearly state if a piece of content is sponsored before sharing, so people can choose to opt-in or opt-out of viewing it. You might also be interested in reading our checklist on GDPR compliance.
Social Media Marketing Trends
Social media is the fastest growing area in marketing and it’s constantly changing to suit user habits. Every year new social media platforms are introduced and some even shut down, like Google+ shutting down in 2018. Here are two big social media trends you need to be ready for in 2019:
- Social media for lead generation and social selling
It is strange to say, but not many businesses use social media for lead generation or even think that social media can be used in this way. In 2019, we expect users to get more proactive on social media, as they use tactics such as social listening to learn more about their prospects and then engage with them. Based on this we expect businesses to take on a much more laser-focus approach on social media. Where in the past, people created viral content for everyone, now it’s time for them to focus on the pain points of their prospects in their postings.
- AI-Driven social media
We expect AI to completely take over social media, from the use of chatbots in Facebook messenger to automatically optimising posts to reach the right people. In fact, Hootsuite predicts that by 2020, more than 85% of all customer service interactions will be powered by AI bots. Linking to this we found Facebook messenger ads to be highly successful in getting prospects to engage with your brand. We expect more businesses to make use of these messenger ads in 2019, along with a Facebook messenger chatbot to manage enquiries.
Do you have any predictions or marketing trends of your own to share with us? Share your thoughts in the comments below or share this post with your friends or colleagues. You might also be interested in reading our digital marketing trends for 2018.