Digital marketing is breaking boundaries, with a compound annual growth rate (CAGR) of 11%, between 2016 and 2021. Moreover, Forrester points out that the US digital marketing spend will near $120 billion by 2021. While another study by Statista points out that the global spending on digital marketing will soar past $300 billion, by 2020. The aforementioned figures speak volumes about the indispensable role of digital marketing, for businesses – across industries and geographies.
2018 is almost over, and the next year will herald a lot of definitive changes in digital marketing. From more focus on engaging content, to more immersive customer experiences, to Artificial Intelligence (AI) & Machine Learning making strong strides – let us explore the top 5 Digital Marketing Trends that will rule the roost in 2019.
Nobody likes irrelevant advertisements being thrusted just before we are about to view any video on the web. This is backed by an eMarketer report which states that by the end of 2018, 30% of all internet users are expected to place ad blockers on their devices. Customers expect meaningful content and conversations from brands, and that is precisely why content has to be more engaging and relevant. 1:1 personalized experiences is rapidly gaining predominance, and this would mean more investment in 2019 towards content marketing, influencer marketing, referrals and guest tie-ups – in order to deliver the right value to customers.
We are living in a world where the attention span of the average human is shrinking by the day. At the same time, visuals and video content have much more impact, compared to simple text. In a study, it was found that 89% of audience are engaged during ads that last below 10 seconds. Smart brands have realized this digital marketing trend, and have already started creating these ‘Snack Ads’, to sell their offerings. The bottom line is – more focus on impactful, crisp ways to drive brand presence, with an eye on revenue.
Enriching real-time customer experience (CX) is all that matter to brands – driven by increased demand from customers who expect personalized products and services. A Salesforce study states - by 2020, 51% of consumers would expect that companies will anticipate their needs and make relevant suggestions before they make contact. Virtual and Augmented Reality (VR & AR) provides businesses to enrich CX with unparalleled interactive and immersive experiences. It is expected that in another 4 years, the VR & AR market will reach $209.2 billion, as stated by Statista. Brands such as IKEA have already adopted VR to market their products. With its shopping app, IKEA VR experience, customers can analyze various IKEA solutions, before making a purchase. Volkswagen and Starbucks are other leading brands that have begun to experiment with VR.
By 2020, there will be 2.5 billion smartphones in use. This necessarily means that that mobile devices are and will be the primary mode of communication for people. Adopt a mobile marketing strategy will be mandatory for brands, as we head towards 2019. Thereby, providing support and assisting customers in their buyer journey with chatbots is the way ahead for all businesses hoping to drive revenue through mobile. It is projected that by 2019, 79% of US advertising spend will be on mobile advertising. Already, we can notice the massive surge in the use of chatbots for customer communication, for both established names and brands that are starting to venture on mobile apps.
It has been predicted that by 2020 - 75 million devices would be connected to the Internet of Things (IoT). This precisely means almost boundless amount of consumer data for marketers to make use of – to predict customer behavior, use sentiment analysis derived from big data analytics. Thereby, customized offerings can be easily the order of the day. Moreover, the relevance of Artificial Intelligence (AI) in MarTech is intensifying, as chatbots have already begun to handle complex transactions.