We’re closing in on another year of digital marketing tactics & trends -- so what’s next for your business? With under 4 weeks left of the year, now is the time to batten down the hatches and create a plan that will grow your business further in 2019.
As the way we market is constantly changing, it’s safe to say we need to be ahead of the digital marketing trends coming in 2019. Although all ‘trends’ won’t be important to you and your business, knowing now the strategies that will boost your biz can ease the stress of marketing well into the new year.
In this post, we’ve grouped common marketing techniques and discussed the trends and strategies to plan for in 2019.
Digital Marketing Strategy and Planning
Coming up to a new year of digital innovation, it’s all about adaptation and transformation. This means taking an integrated approach to your digital marketing and moving from multichannel to omnichannel communications.
The whole process of multichannel is focused on the customer completing actions on each channel, however omnichannel, is viewing the customer experience from their viewpoint -- ensuring that it is “seamless, integrated, and consistent” (Smart Insights: John Bowden, Time Warner Cable).
SEO Marketing Trends
Search has always been a key focus for businesses online; with Google making considerable changes to the way the search engine functions in 2018, businesses will feel the brunt of this in 2019.
Google rebranded as an all-inclusive marketing platform, changing the name of AdWords to Ads, and creating a 360 view of Search, Analytics, Surveys, Web Usability, and Display & Video Advertising.
For 2019, we know that the way that we advertise on Search & Social Media will be continually evolving. What does this mean for you? You’re going to have to pay attention to your organic marketing, too. As paid increases, your ability to market your content decreases when Google, Facebook & Instagram are prioritising paid over organic.
To prepare for this, Google will be releasing a new Speed Update to the algorithm, making mobile search results an important factor in how you will rank. Considering not only your mobile site design, but also your mobile SEO, will improve your rankings in 2019.
Social Media Trends
How we use social media is changing, but more importantly, the ‘who’ of each platform is something to look out for when creating content for your business.
A 2018 UK Ofcom Communications Market Report found that the demographics for each platform is shifting.
Facebook is on the decline for all age groups, expect for the older users over the age of 55, now the largest on the platform.
Instagram is set to increase across all age demographics, with the largest in millennials from 18 to 24 and 25-34.
As with Search Marketing, ad spend will only increase in 2019 to reflect better options on the Facebook and Instagram platforms. This may mean you have to spend more money to get your content in front of the right people, but also, the analytics you get access to will allow you to learn more about the people who are consuming your content and ultimately buying from you.
With more than 1.3 billion people using Facebook Messenger each month (Facebook, 2017), there’s a great opportunity to use sponsored ads and automated direct messages to directly communicate to your audience.
As online display advertising continues to increases, so will the importance of digital media for lead generation. It is predicted video marketing will continue to reign supreme in online advertising for 2019.
Email Marketing Trends
You can no longer just send an email newsletter and hope for the best. Email marketing is an incredibly saturated form of marketing, and without considering the customer lifecycle, you could be wasting your time each month.
When sending email marketing, and attempting to innovate in 2019, be super aware that without consideration of content marketing -- email marketing doesn’t work. Show value & stay away from constantly selling or promoting through email.
As with everything digital, email marketing is also moving to mobile-first as best practice. Responsive design should be on the mind when crafting campaigns for your business.
Content Marketing Trends
In a recent Forbes article, John Hall predicts that content marketing will continue to lead most modern marketing strategies.
At the forefront of content marketing will be customer success, and documenting how your business interacts with your clients and customers on a day-to-day basis. The more value you can bring to your audience, the more value you will get from word-of-mouth marketing.
The crux of digital marketing trends is to always be evolving and adapting to new technologies. Not every marketing strategy will apply to your business, but by being across all trends, you’ll know what to include in your planning each year.
Overwhelmed by digital? We’re sort out your digital marketing strategy -- what will work & what won’t for 2019 and beyond.