As 2019 is coming, it is time to question the digital marketing trends, tools, best practices that marketing professionals will have to adopt and apply to continue to offer consumer-centric marketing in 2019. Here we are revealing the top 5 digital marketing trends to follow in 2019.
- Live Video Coverage and Online Events Become Basic Marketing Tools
Although video streaming accounts for 75% of online traffic, live video now offers the highest value for marketing professionals. The numbers are clear: consumers spend three times more watching live video than pre-recorded content (Facebook) and 82% of them prefer live branded videos over other social media formats (Live Stream). But we must ensure upstream effective communication to consumers to inform them of the event and not hesitate to trigger mobile alerts when the live is about to be online, to maximize the number of connections.
- The RGPD as a Marketing Opportunity
Consumers are willing to share personal data as long as they have a better experience and brands will have to take up the challenge! The General Data Protection Regulation (GDPR) in the European Union, which will enter into force in May 2018, raises the bar for data security. Rather than fearing this new regulation, brands can use it to support their customer relationship. The principle of transparency embedded in the GDPR offers the opportunity to gain the trust of consumers – and win against the competition – by creating transparent data collection policies. Meanwhile, data breaches such as the recent hacking of Equifax or Uber.
- Create utility for the consumer with personalized mobile messages
The comfort and ease in the customer experience are today essential in the interaction with the consumer. Marketing professionals respond to this trend by using embedded mobile messages to better support the customer at every step of the journey. Whether through WhatsApp, WeChat, GroupMe, Facebook Messenger, Snapchat or good old SMS, over 69% of digital media contacts go through mobile devices (ComScore). There is therefore no reason to procrastinate on this point. In view of this, in 2019, marketing professionals must design customer journeys first by mobile route, based on micro-moments in real time. The major obstacle? Get the customer to accept notifications and location sharing. The condition of adhesion to these devices? use these tools intelligently, knowing how to dose and be responsive when interacting.
- Master Social Marketing and Paid Native Advertising
The time of the unlimited commitment (and not paying) of the public on social networks is well and truly over. Facebook has put a brake on organic reach, marketing professionals must release budgets to stimulate publications or appear on Facebook newsfeed. Creativity will be paramount, to create interest and engagement, whether it’s attracting audiences through live video events or Rich Media ads in Facebook Messenger. In 2019, the key will be to blend into the table with native ads, including search-related ads, sponsored ads, editorial content, or seamlessly integrated ads. Quality native ads work well, they offer a clickthrough rate four times higher than traditional ads on mobile devices (Polar). The key here is to offer real-time, relevant and hyper-personalized experiences via all channels, based on consumer intelligence.