How will digital marketing evolve in the coming years? What are the trends in digital marketing in 2019?
You probably ask yourself these 2 questions. And that is understandable…
Digital marketing is an industry in constant growth.
Each month, new changes appear in the world of social networks, search (Google) or content marketing. New technologies are coming into our lives, like artificial intelligence. Algorithms are more efficient and intelligent. All these advances make digital marketing ever more precise, efficient and difficult to understand.
Indeed, what worked for you before may not work anymore now because once again digital marketing is an industry in constant evolution Trends in Digital Marketing.
After doing a few hours of research to help you stay up-to-date on the news, I’ve put together an article outlining the 13 trends in digital marketing that you should not ignore in 2019 (and after).
1) The brief content (Stories) will continue to expand
Stories can be defined as multiple images or videos assembled together as a slide show, and together tell a story.
Unlike a conventional publication, they have a life of only 24 hours. Internet users love them because it allows them to publish on social networks more freely and therefore with less preparation than conventional content. They were popularized by Snapchat and then reposted by Instagram in August 2016.
As you can see, Stories appear big on the screen, creating immersive experiences. This is a real success when you consider that there are already more than 400 million Instagram users who make Stories every day, which is 2 times more active users than on Snapchat.
Facebook has clearly announced during the F8 conference in May 2018 that it is the communication channel of tomorrow. Chris Cox, the person in charge of the product department at Facebook, explained that “the format of the story is about to go beyond the newsfeed and become the first way people share things with their friends.
Here next year. ” But do not think that only your loved ones like to do Stories… Companies also know how to serve! On Instagram, 1/3 of the most viewed Stories were produced by companies, according to Instagram.
Companies want to invest their time and money in Stories to take advantage of this format that is both authentic and engaging, which in addition allows them to have all the attention of the person, to:
- Humanize their brand
- Show behind-the-scenes content
- Show the progress of a project or the creation of a product
- The teaser of new products
- Make an announcement.
- (the limit really depends on your creativity).
In addition, the ephemeral nature of Stories means that companies can take advantage of it to make limited-time promotions. Here are some tips for creating perfect Instagram Stories.
2) Voice search
Today, I’m sure you’re all Google search pros. For example, if you wanted to know more about digital marketing trends, you would do a search like this: “Digital marketing trends” This is changing with mobile voice search. According to Gary Vaynerchuk, a Google search out of 4 is a voice on a mobile device. By 2020, it is estimated that 50% of searches will be vocal. By the way, if you want to do the test, use the Google app on your smartphone and do a voice search.
As you can see in this screenshot, I did not say “digital marketing trends”. I rather said aloud what I had in mind: “What are the trends of digital marketing? ”
I must admit that I had to repeat my request several times before the algorithm could understand my words. Technology is surely more developed to understand English than other languages.
This suggests to me that voice research is not yet as developed at home in Europe as it is in the United States. In the coming years, this should of course change. This does not mean that you have to ignore it! Indeed, the research done by the voice is not quite the same as those entered on the keyboard.
Video marketing is on the upward slope. YouTube, Facebook, and Netflix are fighting to become your second television. Internet users want more video, and it’s up to businesses to adapt. Cisco predicted that 80% of the content on the web would be videos by 2019. It is now expected to be confirmed.
Buzzsumo has just published a rather revealing study of the success of the video on Facebook. After analyzing 777 million Facebook posts in 2018, it appears that videos receive at least 59% more engagement than other types of posts on Facebook.
4) Live video
What if we were talking about live video now? Facebook, YouTube, Twitter, and Instagram allow us to go live … but do businesses use it? On this point, the transition seems a little more difficult. According to a study conducted by Buffer, only 31% of surveyed marketers broadcast a live video in 2017.
For those who did Live, 91% of respondents used Facebook as a platform to broadcast their Life, followed by Instagram and Periscope.
Making a live video is the opportunity to: Show an event you are attending and your fans may not have access to (eg, fashion show, conference, etc.)
Do a question and answer session
Start a weekly show
Interview an expert or influencer that your audience admires
The possibilities are not lacking to interact with your audience. In 2018, Facebook further improved the live video experience, especially with the arrival of live polls.
5) Artificial intelligence
For some years now, artificial intelligence (AI) has been part of our lives. The example I always have in mind when I think of the ID is Siri, which has been around since 2011! Today, Siri is even able to remind you of important phone calls to pass.
Artificial intelligence is not something very human and we can understand that some people are reluctant. However, we will see that chatbots (conversational robots) are rather well adopted by Internet users.
You already know them:
Alexa from Amazon
Cortona of Microsoft
They are not human, but they are damn smart!
Alexa, it’s a little your assistant to whom you can ask all kinds of things and who does the research for you.