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The digital marketing landscape is constantly evolving as advancements in technology and new players continue to strongly affect the market. If you are a business owner, you might want to assess and rethink your marketing and sales strategy for the next year. Companies across the world are pursuing strategies that aim to disrupt the digital world as we know it. Here are some of the trends that are projected to drive marketing and sales in 2019.
Voice search continues to rise
More than a third of the 3.5 billion searches that are performed on Google daily are voice searches. An increasing number of people are relying on personal assistant devices such as Amazon’s Alexa, Apple’s Siri, and Google Assistant. Owing to the improvements in mobile trends, the capacity of these devices to recognize human speech is also improving considerably, optimizing the process of the searching for information online and performing tasks around the house.
For marketers, this means planning campaigns that cater to this major trend. Voice search is different from the usual mobile or desktop search because it can only show you a few results at a time, instead of the hundreds of pages that you usually see on search results. This means that the click through rate for those website that are shown in these limited results is potentially a lot higher. Tailoring your SEO strategy in order to rank higher for voice search is thus crucial.
Artificial intelligence offers new solutions
Artificial intelligence (AI) is increasingly finding its place in marketing and sales. There are already tools being deployed which make use of machine learning, predictive analysis, and natural language processing. By next year, it is predicted that AI powered solutions shall take over a lot of government enterprises and consumer markets across the world. AI is also expected to improve personalization, allowing marketers to tailor products and services according to feedback from users.
Right now, the most widely implemented kind of AI are chatbots, which allow brands to enhance customer experience while still keeping costs at bay. Some stores, such as Lazada, the best online shopping site in the Philippines, are using chatbots to provide data-related answers and addressing the requests of customers. These chatbots are often imbued with humor and personalities to allow them to relate better to customers that are in need of assistance.
Content is still king
This year, marketers realized that consumers tend to put more trusts in brands that they know and reputable content, instead of flashy ads. In fact, a study showed that the top four sources of advertising were people you know, branded sites, editorial sites, and reviews. Traditional ads are somewhere near the bottom, and this is something that will continue into the next year. With more and more users using ad blockers, traditional ads probably won’t even reach 30 percent of their target audience.
Because of this, more and more brands are expected to turn to marketing strategies that offer relevant value to the consumer. This includes referral partnerships, content marketing, influencer marketing, and other strategies that are designed to deliver real value to the consumer. For website owners, this means that consistent blogging and content creation are the key to increasing traffic as an overwhelming majority of internet users still prefer great-quality and original content over canned ones.
Micro-moments take over the consumer journey
A micro-moment refers to a new kinds of consumer behavior, where he or she will reflexively turn to a device such as a smartphone, in order to act on their need to do, learn, get know, or buy something. According to researchers from Google, the average smartphone user experiences micro-moments 150 times everyday, approximately. Micro-moments are essential for marketers because they dictate how consumers will decide what to buy, where to go, where to eat. Essentially, brands only have a few seconds to capture consumer attention.
With micro-moment marketing, brands have to realize that they are not the center of the consumer’s world. In fact, most of the content that brands produce are probably perceived as an interruption to the normal routine of a consumer. Because brands only have nano-seconds to obtain a consumer’s attention, their message has to clear, concise, attractive, and relevant to the consumer.