How Marketing Trends Are Changing in 2019
In the digital age, marketing is changing faster than ever. As a result, it can be difficult for businesses to continue growing while they struggle to keep up with new trends in marketing. Fail to keep up, however, and you risk losing market-share to new, tech-savvy competitors. To help you keep your business at the top of the pile, we've highlighted some of the major changes marketing will be experiencing in 2019.
Content Is King (Again!)
Moving into 2019, the importance of valuable content is undeniable. More than a simple one-way dictation, customers want a two-way communication. The traditional methods of advertising, telemarketing and even press are generating limited and diminishing returns. Companies are discovering that Facebook and social media can become more limiting than the archaic websites they are meant to replace.
Valuable content must inspire, excite or appeal to customer emotions and needs. Content can take many forms, from blogs to video on social media, but to be valuable it must foster two-way communication. This is critical for building trust and assuring customers that you really appreciate their business. Customers expect more than a sales pitch: They expect compelling education or discussion that gives you credibility and in turn their trust.
Content marketing and other advertising methods need to be made relevant to specific customers in order to deliver real value. Engaging content and marketing is critical as it improves the overall company by lowering costs and attracting better talent and investors. Companies that create silos in their marketing will ultimately fail in 2019 as they compete against companies that successfully have departments that work well together.
AI Is Here to Stay
Artificial intelligence (AI) is rapidly spreading across marketing solutions including chatbots and voice engagement.
Grand View Research reports that nearly 50 percent of customers prefer AI-powered chatbots to traditional customer service. AI built into chatbots effectively draws customers into conversations outside normal business hours allowing interaction on the customer’s schedule. AI can generate leads and make suggestions across a broad spectrum of solutions much faster than a human counterpart. AI can also identify consumer tastes and help understand their preferences in real time.
In 2019, marketing will involve more voice search and a migration to voice engagement. Voice-based sales in the U.S. will move from nearly $2 billion in 2017 to over $40 billion by 2022, according to Search Engine Land. Voice searching makes finding information easier – now those who want a break from screen interactions can simply ask and receive a product or service. Analysts estimate voice searches will make up close to 50 percent of all searches by the end of 2019, therefore your marketing strategy for 2019 and beyond needs optimized for voice engagement and interactions.
Marketing complexity is growing, and emerging technology such as image searching becomes increasingly important for marketers. Customers expect companies to communicate on their terms. If you want to connect to those customers, you must understand the those customer expectations and meet them on their terms.
These AI-based technologies like voice searches and chatbots highlight thorough security needs across every company. Customers may not recognize the importance of security until failure exposes their own sensitive data and financial details, though recent headlines about data breaches and other issues have made customers wary about how businesses handle their information. If you want these new technologies to be adopted and succeed, you must assure that customers understand your commitment to their data security.
O360 Helps Businesses Accurately Target and Maintain Customers
In 2019, it is absolutely necessary to put greater focus on delivering personalized and convenient marketing experiences. Before utilizing AI to more quickly and effectively serve customers on their terms, however, businesses must realign their operations around a deep understanding of their various customer segments and their specific needs. The O360 platform uses proprietary machine learning and natural language processing technology that illuminates insights, trends and patterns that fuel solutions like chatbots and content personalization. O360 Digital Landscapes and Consumer Portraits can enable companies to personalize content and messaging, track the health of brands and competitors, drive more revenue and ensure more efficient investment of marketing funds.