If you want to improve your marketing, it’s important to keep an eye on the tactics and tools other brands are experimenting with. From behaviour-based communication to the integration of digital and live experiences, here are 10 trends that will shake up the industry this year
1. Behaviour-Based Communication
We are entering a new era in marketing and PR with the integration of behavioural science, psychology and neuroscience into professional communication. Data-driven decisions can now be made to guide messaging, content marketing, media messages and crisis communication. In an always-on and hyperconnected world, precision in communication is increasingly necessary.
2. Machine Learning For Attributing Value In Ad Campaigns
Google’s ongoing use of machine learning for Google ad campaigns is going to turn some heads. Google’s data-based attribution model can fluidly track and optimize more campaign touchpoints than humans can. Google’s algorithm can attribute “value” to each touchpoint of a campaign. Ultimately, this can allow campaign managers the ability to test more creative variations much faster.
3. Highly Targeted Content For Segmented Audiences
Brands are going back to the basics and are incredibly focused on successful conversions. Savvy marketers aren’t doing content for content’s sake but are really focused on targeting messages, segmenting content for audiences and making a big impact on smaller audience segments. We will see higher engagement programs for smaller audiences than broad and large-scale awareness programs.
4. Integration Of Live And Digital Experiences
Integrating live and digital brand experiences will continue to be a trend for us. Attendees of live experiences have come to expect the seamless integration of their online and real-life experiences. The intersection of digital tools will continue to help us maximize and personalize live experiences while using the data to help glean insights that make the experiences more meaningful.
5. Continued Growth Of Social Commerce
Social commerce will continue to grow in 2019. Purchasing with a simple click directly from social content platforms like Instagram and Pinterest, including via interactive videos, is a convenience that’s destined to become mainstream. These services will be increasingly personalized and user-driven thanks to artificial intelligence (AI) technologies, which is another exciting area in marketing right now.
6. AI For Intent Monitoring
From my perspective, in the email marketing realm, where we do the lion’s share of our business, we are anticipating the increased use of AI for intent monitoring. This has the potential to change the way businesses target prospects using email, leading to dramatically greater customer acquisition opportunities.
7. A Return To Offline Advertising
My team envisions more “traditional” marketing spends in 2019, as digital and online spaces become increasingly oversaturated. With so much screen time these days, we notice people tuning out things that aren’t the top priority. For younger generations that have grown up in a digital world, physical ads and assets stand out as an extra effort from your brand to connect with them.
Both the New York Times and Rabobank recently wrote about the rise of “nano influencers.” While influencer marketing has been under greater scrutiny because of questionable return on investment, nano influencers provide a grassroots opportunity to deliver more personalized content to consumers in a way that may feel more personalized. This is something they increasingly demand from brands.
9. Web-Powered Direct Mail
Direct mail continues its comeback. Leveraging online browsing and intent data makes it even more effective. This new channel will continue to be a bigger and bigger part of advertisers’ media mix as the consumer’s path to purchase becomes known. With the introduction of the latest and greatest digital innovations, it will be important to consider reallocation of funds to support this channel.
10. Non-Standard Video
We are reaching a tipping point where scaled viewership of vertical, short video (10 seconds or less) is becoming meaningful. If you’re not doing it already, 2019 should be the year that video shoots capture traditional TVC and a shot framed for a vertical viewing experience. These videos should lead with the brand and not rely heavily on sound.