7 Takeaways from the Most Successful Digital Marketing Trends in 2019
Before digital marketing took off, posting content on blogs and social media was all it took to gain customers’ attention. These days, scoring new customers come at a cost. You must wow them with the quality of your products, impress with personalized services and gift them freebies once in a while.
In 2019, the most successful marketers combined multiple tools and strategies. Below are some of what trended and what we can learn.
Influencer Value
What happens when you hire 100 video game influencers to promote a relatively unknown game? Electronic Arts did precisely that to market the Apex Legends video game early last year. The result was an instant success. Precisely, the game earned 8 million players in less than a day and 50 million fans within a month.
Apart from EA, brands all over the world turned to famous social media users to help with their marketing efforts. In fact, influencer marketing was so valuable in 2019 that even people with relatively low fan bases commanded thousands of dollars per post.
The takeaway: famous people have a way of influencing buyers’ decision. As such, partnering with the right social media celebrity can be exceedingly profitable for a growing brand. What’s more, influencer marketing works in all industries, so don’t assume it can’t work for you for any reason.
Personalization
A 2017 study found that nine in ten online shoppers loved personalized services. Brands listened, and over 2018 and 2019, online businesses have been finding unique ways to tailor their products to different demographics.
Some personalize in subtle ways; others do it in major ways. For example, most apps now hold ads that appeal to specific demographics and age groups instead of blanket campaigns. That way, an ad talking about gaming addiction to people in Japan will be very different from one targeting UK customers.
The takeaway: everyone wins when brands personalize their products and services. Customers feel valued. They get a better experience and expectedly purchase more from the brand. Hopefully, businesses will continue to use personalization in 2020 and beyond.
Value-Based Marketing
Like personalization, value-based marketing is a strategy welcomed by customers all over the world. At its core, it focuses on how a company solves customers’ pain points. It’s a shift from aggressive selling where brands would use unwitting gimmicks to coerce people to buy their products.
A case in point of value-based marketing relates to how online casinos do their marketing campaigns. Instead of pushing you to spend money on their games, they offer bonuses so that you try their slots and table games for free. You can get £10 free no deposit at Zamsino to play real money casino games at the best gaming sites. And as stated, you don’t need to deposit money to get the bonus.
The takeaway: any company that truly intends to defeat its competition must get on board with value-based marketing. It must find out what its customers love and use them as the focus of its marketing campaigns.
The Rise of Chatbots
Chatbots have been a hot topic for some years. Some brands embraced the innovation a couple of years ago. Others steered clear of it for various reasons. As 2019, showed, however, chatbots are a must-have for any website owner.
For starters, people are spending more time on the Internet than ever before. The average Internet user also holds accounts on all major social media channels. And with many of them preferring brands that tailor their messages, there’s only one solution: automation.
Chatbots help brands collect information and communicate back without human interference. Some of the bots have been exceedingly smart and can create intelligent conversations; you could barely differentiate with human communication.
The takeaway: chatbots aren’t going anywhere. Some people might loathe them for being emotionless, but they are effective at what they do.
Video Marketing
For the second year in a row, YouTube was the biggest search engine, right behind its sister Google. Facebook Live and video gaming channels like Twitch and Mixer also made headlines for the ability to draw crowds through videos.
As you would expect, the best marketers last year went all gun blazing to attract the millions of people who prefer video to text. Brands made all sorts of videos, including some that drew lots of negative attention.
The takeaway: video marketing is all the rage these days. A study by Hubspot shows 81% of American businesses use a video to promote their products. On the other end, six 90% of customers prefer video to text. As such, video is a useful tool and has the power to drive growth for any business.
Multi-Channel Marketing
If you are like many people, you watch TV, use social media, read blogs and listen to podcasts. Alternatively, you probably use a few of these channels to consume news or learn new things. All in all, brands aren’t taking chances.
Throughout last year, most brands used multiple platforms for marketing. They sent emails, used SMS, held web conferences and live video. Some also tried offline posters or sponsored athletes to wear branded items.
The takeaway: multi-channel marketing helps maximize a campaign. It also allows brands to reinforce existing strategies. And because the average customer uses three or more online platforms, it's one of the best marketing tactics.
Artificial Intelligence
Artificial Intelligence has been changing the marketing industry since its invention. It’s responsible for chatbots, IoT and voice searches—all critical tools to a modern digital marketer. In 2019, people relied on innovation to automate nearly everything related to advertising.
By using specialized tools, companies could automate Facebook and Google ads. They collected helpful information about customers, analyzed competitors and assessed the most successful trends. The tools are relatively affordable and provide tremendous value.
The takeaway: most predictions about Artificial Intelligence changing the world have been correct. Experts once predicted it could create content for bloggers. They were correct. They predicted chatbots and data collection tools. If AI continues to help create smarter marketing tools, there could come a time when human involvement will be pretty limited.
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