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As we welcome in 2019, now seems the perfect time to take a look at some of the marketing trends and technologies we expect to be big this year.
We’ve seen the beginnings of this in recent times, but personalisation will be one of the biggest trends in 2019. Digital signage that can identify users and showcase content targeted to them whether that’s based on their status – visitor, employee etc – or their demographic – such as retail offers based on age, gender or previous buying activity – can build loyalty and increase dwell time in store allowing you to promote your products or services more effectively.
Similarly, targeted content such as emails have been shown to be significantly more effective and register much higher open rates if they contain information the recipient actually finds of value. Better use of data can lead to a significant advantage in this area.
Interactive content on signage, in emails and in venues, such as games, quizzes and polls, is another way to increase engagement and highlight your brand often without users realising it. Interactive content has been shown to boost sales while educating and entertaining your audience and again encourages users to notice your content in what can be a busy environment.
We may not see the full effect of this until 2020 but it’s certainly one to bear in mind throughout 2019. 5G, or fifth generation mobile networks, will enable super-fast mobile streaming. Due to begin global rollout this year and hit the UK either late 2019 or early 2020, 5G will eliminate the need to wait for webpages to load, vastly reduce download times and make it easier than ever to communicate. This is likely to encourage innovative brands to be more creative with their content, offering HD and 4K for mobile, once the devices are available, of course…
Devices such as Alexa and Siri are commonplace these days so it’s to be expected that voice recognition will become more commonplace in business environments throughout 2019. Videoconference systems that connect using voice rather than complicated logins will rise to the fore as users expect the same simplicity as they have in their personal lives. One important factor to consider here is how users speak compared with how they write and the impact this will have on searches. Rewriting meta descriptions and looking at keywords will be important here. Act on this now to ensure you don’t get left behind.
When it comes to digital marketing, the use of live video will be one to watch in 2019. Live streaming over channels such as Twitch or Facebook Live is a great way to interact with viewers, encouraging and responding to comments. Employing a key industry figure with a strong social following or an influencer will boost the impact of a live stream. And, of course, make the content unique, engaging and something people actually want to watch.
One thing that perhaps hasn’t changed is the fact that those brands that push the boundaries and focus on creating original campaigns that do more than simply promote a product will be the ones that everyone is talking about come the end of 2019. Pepsi’s use of VR in recent years, for example, or Adidas’ mix of professional and user generated content are examples of using technology to create something new and exciting that audiences want to see and engage with. This rounded approach, utilising multiple channels and encouraging interaction with users will only become more popular as the year goes on.