The year 2018 saw a lot of transformation in marketing, from big guys like Mark Zuckerberg and Sundar Pichai being questioned in front of the senate, GDPR coming in effect, to the launch of Android Pie. Consumers are more aware and being cautious of their privacy than ever before. All of this is going to impact marketing as a function and here are such … trends which brands should watch out for in 2019 for being successful.
Augmented Reality reaches masses
Google launched the 1st release of ARCore (a software development kit) in March 2018 which opened the doors for building augmented reality experiences. A lot of applications (mobile & web) with AR experience will be coming up opening the whole new avenues of possibilities around Shopping, Hotel booking, Events, simulations, training, education and so on. Imagine wearing shirts before buying from your camera Lens, being inside a hotel room before booking. Remember PokemonGo? That’s just an application of Augmented Reality.
There are a lot of fun games and applications if your Smartphone supports ARCore though! I just tried Sketchfab on Andriod Pie, it’s fantastic! Look at the car on my sofa.
Omni Channel Marketing Content
One size fit all will no longer work, with google awarding separate ranks for Desktop and mobile users and YouTube being the second largest search engine, the new imperative for brands is to have an omnichannel content strategy. Your users are everywhere, consuming more content for business and personal purposes. It was okay to be on one or few specific channels some time ago but not anymore, the biggest trend I observed justifying this is the fact that every product brand in social media is doing advertising on the channels owned by their immediate competition. Why? They see prospects and consumers across all channels now.
LinkedIn advertises on google display network
Google ads are also seen on LinkedIn now (notice the right-hand top side)
Twitter advertising on Linkedin
LinkedIn and Facebook advertising on Google (ads in yellow)
It basically means that all combinations are possible now. If those leading brands are doing this. Why shouldn’t you?
Voice Search would continue to Grow!
With rise of smart speakers like Amazon Echo, Google Home and Sonos one, voice search would continue to grow in 2019. Currently, most of the applications of voice search are towards local searches. It would also spread out for real life situations like shopping. It will also go by the fact around which company owns what. For instance, Amazon owns Echo and Amazon ecommerce, so people could really do shopping while ordering from Alexa. Since more than 50% of shopping-based searches in the US origin on amazon.com, Amazon would continue to lead this domain. For marketing, in this example, it means to be a listed product on Amazon, so people could order while talking to Alexa. Have voice search enabled on your website and do local SEO
- Voice Search for Local Business Study by Bright Local
- How to: Add Voice Search to a Website
- What is local SEO
Slow Growth in Visual Search
Google and Bing do offer visual search, it is not used as extensively as text-based search though! Last two years has been a challenge and a lot of players in this market were trying to figure out the accuracy levels from image search results as such. Pinterest, Amazon and eBay offer visual search too, along with a lot of small players like TinEye and picsearch. This domain would continue to see more niche players and will continue to grow. For marketing, having text, image alt tags, embedding visual search among apps, and building image libraries is a good way to get started. Upon advancements, advertising opportunities would slow grow in visual search as well.
Example: you can upload and image or URL of the image to start searching
More Creative Investments in Video
According to Google, in 2018, from awareness to consideration, Video advertising was used at every stage of buyer’s journey. We also see more of Vlogs than blogs today quite often. This trend would continue, and a significant amount of marketing and creative budgets would move towards Videos. Same is true for advertising on LinkedIn as well. Less than 15 seconds as video duration tend to perform better than the longer ones. LinkedIn is also coming up with Square native videos soon.
Social Media Listening and rise of AI Analysts
Consumer voices are best heard while doing social media listening. AI has wonderful applications in this field, Brandwatch last month launched Iris, a personal AI analyst for faster social media insights. These AI Analysts are expected to take up a lot of manual jobs a social listening or social intelligence professional may be doing today, collating data and analyzing trends for instance. For marketing it means, being an early adopter of AI Analyst will have an upper edge at deriving insights.
GenZers entering workforce
About 61 MN GenZers (people born 1997 onwards) are going to enter the workforce in the US alone. Current markets are dominated by millennials at most. Gen Zers seem to be value success, with professional and academic achievement ranking as most important. Marketing will be impacted by their lifestyle, habits, ambitions, choices, working style as well. For marketing it would also mean, being heavy on social media spends, finding out ways to build a cult brand and so on.
Censored Search & Project Dragonfly
Of late there has been a lot of hype and news around Google working on Project Drangonfly for Chinese government to create a censored search engine. Few of the Google employees too signed letters against censored search engine for China during November 2018. It would basically mean end of transparency and democracy of search engines, globally. Sundar Pichai in his latest hearing with the senate reassured that “they have no plans for launch in China” for now.
Marketing Certifications will have lesser Value
Every Product OEM owning any marketing product is trying to build a mindshare and gain from educational means. While Hubspot was an early entrant to training and certifications, SEMrush, Adobe and Google are few of the successful brands in this field. Now, there are way too many products, with every product comes the training and thus the certification. It is also a fact that not every company is as great brand as google or Hubspot for argument sake. One, the quality goes down when you have so many certifications that too product related in market and, secondly, recruiters and managers will have tough time deciding what to look for in qualifications.
I did cover a lot of such online courses, I can safely say that most of them try to teach you the product functionalities and questions are framed accordingly. This trend shall continue unless regulatory bodies put a check and define those qualifications, the very nature of digital being dynamic will have challenges to be defined though!
Look at the people fighting on PPC for the keyword “digital marketing courses list” for instance
Universal basic income
UBI or universal basic income has been debated for over last 2 years now. AI and automation is expected to take away a lot of jobs that we do today and it is happening already. Several recent studies projects that about 47% to 50% of all existing jobs will disappear in next 25 years. Same is backed by prominent industry leaders like Elon Musk, Mark Zuckerberg etc. Ontario in Canada, in fact, started running a pilot project for Universal Basic Incometo know how the money affected health, income, effort and work and housing status among its recipients. That unfortunately, is called off by the new government for now. About 100 CEOs are requesting the government to bring it back though! If it would have been allowed for 3 years as planned, there could have been vast amount of data to analyze if the world really needs a universal basic income as such.
There are couple of other countries running this project, Sikkim in India intend to roll this out soon, and it is just a matter of time. Every Corporate and marketing would be impacted from this out of the box approach.
Social Media would strongly influence the global Politics
Gone are the days when political social media content could be ignored. You could easily find political campaigns being run on Social Media to drive influences, donations, charity, opinion polls, exit polls and so on. Politicians has direct access to their voters through social media. It works mutually beneficial for social media companies like Facebook, Twitter as they get advertising dollars and political parties of respective countries as they connect with direct voters as such.
During late 2018, Twitter came with a whole new policy around political campaigning in the US. The account information, deletion and related requests have also seen a spike last year.
The content removal requests have also seen a spike since 2009 at Google, whilst reasons cited could be multiple among governments, there could be hidden political interest as well.
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Do you see more such marketing trends this year? Let me know your thoughts and suggestions in the comments section below.