Content is still king and video is the focal point this coming year; accelerated digitization and AI take centre stage while AR is on its way forward (full throttle)
Keeping track of trends on the internet of things, 2019 doesn’t really seem a far cry from 2018, there is no quantum leap this coming year as it seems a more finetuning sort of way forward.
Let’s have a look at what to expect from 2019 in terms of Digital Marketing.
Video marketing is and will continue being the leader of digitization this coming year. As so many of us realize this day and age of the ‘attention deficit’ of the ‘prized audience’, time is the most valuable resource we could ask an online customer for, a majority of advertizing efforts are being quickly channelled toward video. It’s been predicted that 2019 will see 80% of the online content in the form of visual representation.
The videos will be the highlight of any marketing venture as these will distribute the message in a better way while providing entertainment to the viewers. The videos + audio will help companies accelerate brand growth and allocate their UPS across all platforms.
Video has become the golden child of communication since smartphones hijacked our lives in the last decade and apps such as IG, and Fb is sometimes the first thing a millennial sees in the mornings.
The main takeaway is that video content does not have to be high production and high cost. Don’t shy away from pulling your smartphone out and recording a message to your potential customers about a recent win or to share some insights that will be valuable to them.
For example, Unicef is doing a brilliant job at touching people emotionally via video storytelling to raise awareness on matters which need attention.
But, how does this effect ‘written content’ and SEO?
Content will still be the king
In 2018, we came to realize the importance of content in the online realm. In 2019, it is predicted that people will further put more trust in reputable content instead of relying on advertisements. This implies that a well-made video is great in terms of grabbing someone’s attention, but it all has to lead somewhere. Ideally, a well written and well thought out educational piece.
This denotes that more engaging and informative your content is, the better your chances are to be noticed online. In addition, Business Insider predicted 30% of internet users will utilize ad blockers by the end of 2018.
Here are some other facts denoting why content is still the heart and soul of your digital marketing initiative:
- Consistent blogging and content creation increases your traffic five-fold
- 80% of internet users still prefer good-quality original content over canned solutions
- Visual content is expected to reign in the coming time more than blogs and articles
What is programmatic ad buying?
“Programmatic” ad buying typically refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. It’s using machines to buy ads, basically.
To learn more please visit Digiday.
Programmatic advertising will continue to evolve in 2019. It is a process in which automation technology is used to buy and sell online media. In the future, it will encompass online ads, video to digital out-of-home, voice, TV and streaming modules and these advancements are progressing so rapidly that by the time you read this article they may all be well underway!
Using programmatic advertising, companies will use data and technology to make real-time decisions regarding the advert they wish to deliver to the customers. The tool will provide guaranteed impressions and the ability to reach a different audience beyond continuous campaigns.
A great advantage we will see with programmatic advertising is that marketers and business owners will begin to finally think of marketing as an omnichannel journey as we humans don’t just sit in one platform or sit in front of one billboard! In addition to this, brands and companies are able to work with one company rather than a fragmented mix of vendors.
Programmatic TV is one of the most exciting areas to watch, with an arms race currently underway for TV broadcasters and digital platforms fighting it out. You don’t have to look far to see everyone from Amazon to Sky investing at a rapid rate to have a strong product. Because of this, we can expect to see increasingly accelerated developments in this area.
Augmented Reality will be a fad
Augmented Reality is picking up pace rapidly and it’s becoming evident by the day that it would be one of the biggest Digital Marketing trends of 2019. Augmentation will boost the visual impact of sales presentations since it aims to create a three-dimensional thinking. Prospects can not only see those presentations in front of them but also around them. This will allow sales teams to close deals faster. Companies such as IKEA, Lacoste, Charlotte Tilbury amongst many others. A great example is Timberland.
The purpose of tech is to make life simple and make conveniences easily accessible to the consumers. Perhaps one of the most creative examples of AR in retail is Airwalk’s “invisible” pop-up shop. With geolocation and AR, Airwalk created a virtual pop-up shop to promote the limited-edition relaunch of the Airwalk Jim. Shoppers would download the AR app through which they would learn the location of the pop-up.
The Airwalk Invisible Pop Up Store from GoldRun is providing consumers with a unique and fun shopping experience, the pop-up resulted in $5 million in earned media, and their e-commerce stores are literally on a roll.