2019 Marketing Trends
What’s next in the world of marketing? Based on what we've seen and experienced, it's a little bit of 'If it ain't broke, don't fix it" and "hey look, that's something new!" At the start of each new year -- or really anytime work slows down long enough to think about it -- you may find yourself thinking about your business goals and developing a plan to achieve them. Maybe one of these marketing trends will inspire your next project or help you decide which direction to focus for the rest of the year.
Remember that no matter which direction you go, your message needs to be compelling. Studies show that the average person is exposed to 10,000 brand messages per day, and that same person switches screens up to 21 times per hour. And those numbers aren't just referencing Gen Y; those are your current and prospective customers. This is a huge increase from the 1970s when a person might have seen only 500 advertisements per day. We need to work harder to capture their attention, and these projected trends are a good place to start.
Make It Easy
Your messaging needs to be easily accessible to make an impact. If readers can’t get to it quickly, they are likely to forget it altogether. We like simple, and simple works best when it's aligned with smart marketing.
First, let’s look at the role of technology. It continues to shape our lives with one in five adults owning a voice command device (like Alexa, Google Home, etc) --in only two years' time. Many of them conduct internet searches by asking a question aloud instead of typing it into the search bar. This trend is echoed with smart phones and the improving voice-to-text technology.
This changes the way website content ranks and fundamentally, the type of writing your customers want to read. In the future, your website writing should be conversational rather than robotic for it to register in searches.
Your Takeaway: basic SEO probably isn't enough anymore. At a minimum, you should have HTML and meta tags and keyword optimization on your site, but the role of voice search will require you to dive deeper into SEO terms and strategy.
Chatbots are also becoming more popular. You've probably already talked to one with a customer service request. They rely on artificial intelligence to interact with potential and current customers through your website. Because chatbots are viewed as requiring less time and commitment from the customer, they are more likely to engage with it to find out about your business than make a phone call to your office.
Your Takeaway: Start with Facebook Messenger, if you have a Company Page. It has built-in automated tech for you to experiment with AI in your marketing. From there: talk to your IT department or do some research on chatbot apps you can easily incorporated into your website.
Balance Entertainment with Expertise
Naturally, you want to position yourself as an industry expert. You can do that with high-quality blog posts, newsletters, videos, or any number of other popular content market strategies. If time allows and it makes sense from a budget standpoint, you should try to strike a balance between expert content and entertaining content.
One way is with native social media advertising. What does that mean? Simply put, it’s producing shareable content, which builds brand awareness. People are much more likely to share articles they find entertaining rather than informative.
Here’s an example: if your company sells pet food, write an article called “5 Heartwarming Stories that Prove Dog is Man’s Best Friend.” Purina did just that in 2013, and it was shared thousands of times across social media platforms. They made a subtle connection with their target audience without seeming pushy or overbearing.
Your Takeaway: Have fun with your job! Get creative with your marketing! Our owner and our writers have worked in some mundane industries, and we promise you, good marketing is never boring!
It might seem like marketing is become less personal with the integration of more technology, but customers still crave relationships with their favorite businesses. Companies are increasingly relying on brand advocacy and marketing influencers.
Brand advocates are satisfied customers, happy employees, and anyone else who finds value in your company and is willing to spread the word. Marketing influencers are paid to deliver a brand message via social media. These work because people trust recommendations from trusted sources over any sort of banner advertisement.
Your Takeaway: Find Influencers on social media using Tweetdeck, Klout, Crowdfire, or HypeAuditor - there are many other tools, too. You can also look in Facebook groups and talk to your team about who in your industry is a trusted source with lots of followers. Make a call and see what kind of partnership you can develop.
Are you ready to try one of these trends? Contact us for more information.