- Artificial Intelligence
- Voice search
- Content marketing
- Security cautious
- Rise of micro-influencers
- Fall of Twitter
- Video marketing
With digital marketing ever-evolving, it can be difficult to keep up with the times and adapt your business accordingly. Fruitful MarketingⓇ have written this blog to give you some of the latest digital marketing trends for 2019 and beyond, so you can start getting yourself ahead of the game and competitors. Perhaps not all are relevant for your business currently but are still worthwhile knowing, so that you are aware of any opportunities in the future.
Follow these 9 trends and you will be on track to becoming a digital marketing machine…
More and more businesses have started using Live Chat, meaning they can instantly engage with customers when they enter your website. To reduce costs and increase productivity, Chatbots create a realistic conversation with the intention of answering any enquiries or solving any issues quickly.
Chatbots are becoming more commonplace throughout 2019 as the technology is improving and the cost of implementation reducing. As the Artificial Intelligence evolves and improves they are becoming increasingly efficient in recognising the needs and questions of your customers. It will be like speaking to an actual human! The Chatbot systems are currently more popular in the B2C (business to consumer) space, as questions or queries customers ask are often repeated and straightforward, allowing the responses to be predetermined.
Customers appreciate businesses who make it as easy as possible for them to get in contact with you. As soon as they enter your website and a chatbot pops up, it is an instant way for them to begin engaging with you without having to click anywhere else or before leaving your website.
- Artificial Intelligence (AI)
AI is already being used all around us and is affecting businesses worldwide. It means that businesses can access more data and make sense of it to help them improve, succeed and ultimately give their customers what they want. A key benefit from AI is the potential to increase productivity and reduce costs. The employment landscape will change significantly over the next decade, with AI having a huge impact and many current human jobs being replaced by AI controlled robots. By 2030, it is predicted that 30% of jobs currently being conducted by humans in the UK will be replaced by robots and automation. It is important to embrace these technological changes and the opportunities they will create for yours and your clients businesses.
For instance, 5G is launching in the UK soon and it will be HUGE! This will guarantee constant connectivity that will create the digital revolution, talking devices, self-driving cars, remote surgery, the previously unthinkable will become possible. Businesses who aren’t taking advantage of this ever-evolving digital arena will get lost and fall behind competitors very quickly.
The questions we should be asking ourselves are how can our businesses become more productive or how can technology help our businesses? Avoid the dangerous saying ‘we’ve always done it that way’, but instead begin making proactive changes and make the most of the opportunities we will be presented with in 2019.
- Voice Search
Voice search is very much here and something that businesses should be considering when looking to rank high on Google. Think about how many people now use products since the beginning of 2019, such as Alexa or Google Home, that actively listen to you and produce results when necessary. Here are some stats to get you thinking:
- 58% of consumers have used voice search to find local business information within the last year.
- 46% of voice search users look for a local business daily.
- 76% of smart home speaker users conduct local searchers at least once a week.
- 2 in 5 adults perform a voice search at least once a day.
Local voice search is definitely something businesses should be considering, as people tend to express their needs verbally without simplifying, quite different to traditional typed searches. For instance, if you wanted to find out the opening times for Sainsbury’s in Alton…
Traditional typed search – Sainsbury’s Alton opening times
Voice search – What time does the Sainsbury’s in Alton open today?
Therefore, businesses need to consider keywords or phrases to use on their website that will aid local voice search. It might be a good opportunity to create FAQs similar to these that will answer your customers’ verbal queries, rather than including questions that have been simplified. That way Google can pick up these keywords or phrases that people are searching for and rank you higher.
- Content Marketing
Creating regular content should be an essential part of your SEO (Search Engine Marketing) strategy in 2019 and attracting new customers. You are the expert, so don’t let that go unnoticed. Read our blog on content marketing for further details.
A significant change from Google search results is now they are rewarding longer, more detailed blogs (3,000/4,000 words), as they provide more valuable information for people. This doesn’t mean to say creating content this long every time, but one every now and then will help you to appear higher on Google for various search terms.
- The average word count of a voice search result page is 2,312 words – therefore, Google tends to source voice search answers from long form content.
- Longer articles generate business leads for a longer timeframe, as they attract backlinks and organic traffic from Google timelessly.
Guest blogging with links back to your website increases your traffic and over time your DA (domain authority), a strong indicator that your content will start to appear higher and more frequently on Google search. Having a blog on high-quality websites allows you to reach a wider audience, increase your brand awareness and give high quality leads back to your website. An added benefit can be developing stronger relationships with your partners and their customers.
- Security cautious
As people, we are becoming more security cautious, whether at home or at work. For instance, CCTV systems and video doorbells are on the rise to protect houses from unwanted visitors and trespassers. How does this apply to business though?
Having security certification on your website can be a determining factor as to whether or not someone chooses to continue onto your website. If you don’t have this, then it will be highlighted to prospects that your website isn’t secure, sometimes even displaying huge warning messages which will most definitely deter them from entering. Our article about strengthening your website investment explains this further.
In 2018, very few people were aware of VPN’s, however, in 2019, these services are advertised through mainstream media!
Another process you should be implementing into your business is two-factor authentication. This reduces the risk of any accounts, platforms or sites you are using from being hacked, which is essential especially if you are dealing with clients’ data or financial data (think GDPR and your responsibilities!). Two-factor authentication involves another code being required to login to your account that will be sent to your chosen device, once you have entered your password. It is another step to being secure and protecting yours and your clients’ data.
- Rise of micro-influencers
Celebrity influencers are becoming less of a target for promoting products or services as people become sceptical about bias posts that have been bought. However, micro-influencers, who have far smaller reach are becoming a more desirable target. Not only do they reduce cost, but tend to demonstrate a more genuine interest and authentic message to their audiences.
Micro-influencers are often extremely engaging and post frequent updates that are more relevant to the ‘everyday person’, meaning they get higher interactions and comments. People are able to relate to them and their lifestyle far better than celebrities, and therefore want to know what or who they are using for their products or services. There is already significant trust there between micro-influencers and their followers due to these high levels of authentic engagement, and so would easily trust any brand they are representing.
Recently, Iceland has replaced celebrities with micro-influencers, so instead of Peter Andre and other well-known celebrities, they decided to have the adverts featuring real-life mums. Why have they done this? Not only does it show Iceland as honest and authentic, but it also allows their audience to be able to relate to them better. This builds trust and loyalty with their customers, increasing their reputation daily. Also, these campaigns are significantly more cost-effective, being able to reach customers regularly in an engaging way.
- Fall of Twitter
Unfortunately, Twitter isn’t getting as much engagement as it previously has done when it was first launched. It’s monthly user count has fallen for the past three quarters, losing 5 million monthly users in the last few months of 2018. It seems there have been issues of spam accounts or suspicious users, reducing the legitimacy of the platform.
Businesses who regularly use Twitter but particularly those who solely rely on it should take these figures into consideration, as there is a risk you are losing interaction with potential customers. It would be worth carrying out a strategy session where you revisit your target market, see where they are active online and whether you could be using another platform instead to communicate with them.
Fruitful MarketingⓇ Ltd use Twitter but are perceiving it as another method to communicate with our clients or prospects in a more informal, personable way. This platform works for us, however, we are a huge fan of LinkedIn, a platform that is perfect for engaging with our target audience.
- Video marketing
This is something all businesses should be considering in 2019. The attention span of a goldfish is 9 seconds, the average attention span of a ‘post mobile’ human is just 8 seconds…Video marketing is a perfect way to engage and get the attention of your audience and for your customers to buy into your brand in a more personal way, which in time will develop stronger relationships. If people instantly get a feel for your personality and how you work, the more likely they are to trust you or purchase from you.
These statistics emphasise the importance of video marketing:
- 53% of consumers engage with a brand after viewing a video on social media
- 72% prefer video over text when learning about a product or service
- Video will account for 78% of mobile data traffic in 2019
- Video marketers get 66% more qualified leads per year
- The average user spends 88% more time on a website with video
Video allows you to explain a lot in a short amount of time but in a visually appealing way. Particularly when you are demonstrating the use of a physical product, customers are able to better understand how it works and will, therefore, shout about how easily the process has been for them to other potential customers.
Read our article about video marketing for further details.
Customers are more likely to trust you and your business if you are transparent. What does this mean?
In 2019, there has been a growing demand for transparency in businesses from their prospective customers, driven heavily by freedom of information, a demand for equality and social media. Businesses who are transparent are far more open about their values, growth, performance, pricing, ethics etc. It is important customers get to know you, being informed wherever possible about changes, updates, positives and negatives. That way they have complete trust and won’t feel deceived. The more transparent you are, the more honest feedback you can receive, helping you make relevant improvements to your business. This also means you can make goal setting easier, as you are more likely to be realistic and have a better understanding of how to achieve these goals and succeed as a result.
However, it shouldn’t just be your customers who you are transparent with, but your employees too. Remaining honest about changes within the organisation, particularly those that will affect them, is extremely important if you want the trust of your employees. They will be more motivated and have higher morale if they feel like they are kept updated and being respected.
We hope you have found this blog beneficial and will start embracing these trends for 2019. We appreciate constant technological developments can be scary, but there are so many opportunities out there for our businesses to be taking advantage of to achieve success. If there are any you wish to discuss with us in further detail, then please call on 01256 806333 or email email@example.com, we’d love to hear from you!