2019 “What an awesome time to be alive in”. 2019 is a period of digital transition where in Facebook has brand pages, Google Search is in its third decade. Netflix, AWS, Amazon Prime have been around for than ten years. The digital landscape is evolving at a pace which is hard to keep up with, yet there is a more to desired for growth, change, strategies, accountability and trust. We are at the cusp of breakthrough innovation and digital disruption.
2019 will be year of Transformations and innovations. This year will be shaped by the adoption of and advancements in artificial intelligence (machine learning). As the fundamental shift plays itself out, we shall see a major shift in adoption and conversion.
Thriving in the new digital landscape is going to be very challenging and marketers will be pushed to towards creative thinking and
To thrive in this new digital world, we encourage marketers to adopt these five strategies:
As we prepare for the major shift in the digital marketing and consumer behavior below are few platforms that we can’t ignore in 2019.
Artificial Intelligence
Without realizing we are adopting airtificial intelligence in our daily lives even without realizing. Ai is changing the way we analyse it’s probably the best platform to analyse tera bytes of data to track changes and patterns in consumer behavior. Brands like Google[rd1] , IBM, Microsoft and amazon are developed advanced Ai application. The Data investment space is also heating up with companies like Data Collective, Intel Capital, Khosla Ventures, New enterprise Associates and Google Associates making consistent investments. We shall surely see a lot of new products and applications being launched in 2019.
“Experts predict that in five years, 85% of business relationships with consumers will be managed without human interaction” Source rocketspace
"Business will move towards harnessing the power of Ai to accelerate growth, save costs and even gain edge over competition"
image courtesy- https://bit.ly/2RIwxxD
Programmatic Advertising
Programmatic advertising is the use of AI to automate real-time ad buying. Programmatic ad buying makes it possible to tell us what portion of advertising is being traded programmatically. At the moment its mainly online ads that are traded programmatically.
One of the main reasons why business are moving quickly towards the adoption of programmatic is that’s its Fast & Efficiency, resulting in higher conversions and lower acquisitions cost. A common misconception is that Programmatic and Real Time Bidding are the same, Which its not! RTB refers to real-time auctions where as Programmatic allows buyers to buy guaranteed ad impressions in advance from specific publisher websites.
Influencer Marketing
Influencer Marketing is a hybrid tool using celebrity endorsement as a vehicle to connect with and communicate with a larger audience who follow the celebrity. Simply put it’s a content driven marketing campaign which plays a very important role on platforms like Instagram, Pinterest, Twitch(US) and Facebook
"Influencer Campaigns are collaborations between brands and influencers"
To run Influencer Campaigns there are efficient influencer platforms like Clout Media , VU Roll, Traackr, Tapinfluence
Influencers can be anyone from celebrities to stars on Instagram, Youtube etc or just well know bloggers anyone who helps you get the click through’s.
Most importantly "Influencer Marketing" helps you assert your authority.
Micro-Moments
Everyday we spend an average of 3 hrs and 35 min’s. This on to consumption of content has changed the way brands want to connect with their target audience.
The term “Micro moments” is term coined by google. Micro moments is a way to deliver your marketing message at a time and place that its able to capture the buyers attention. An interesting piece on how shoppers find inspiration think with Google
A lot of our decisions are impulsive like which restaurant to choose, what we eat, deals etc. Micro Moments enable brands to connect with users at the most opportune time.
Brands can take advantage of micro moments by being where consumers search for information. The platforms that work best to track micromoents are Google, Google Maps, Amazon, Youtube, Indiamart, Justdial or anywhere else people search for information
Video Marketing
Video marketing is an SEO goldmine. Video will bring up your search engine ranking substantially. Video is fantastic for click through, openup rates and conversions.
A recent study has found that 57% of consumers are more likely to buy a product once they have seen a video.
Brands need a video marketing strategy — this idea isn’t new. What has changed is how important video has become on every platform and channel.
Video can also provide social proof for your product or service. According to WebDam, customer testimonials have the highest effectiveness rating for content marketing at 89%.
Voice Search
The increasing use of voice search has prompted companies to rethink their digital strategies. 2019 is a year that will see a spike in voice search (chatbots included)
44% adults and 55% teens use search daily
20% of Google mobile queries are voice queries.
Voice is already here
By 2020 50% of all searches will be voice searches
Finally, voice search is more convenient. That’s probably why more than half of respondents in one survey stated they use voice search so they “don’t have to type” (stone Temple)
SEO is different for voice as search terms are longer and they are a lot more conversational. A trend seen is that voice searches are in public places like a gym, restaurant or even the public bathroom.
Artificial intelligence plays a critical role in voice search, as AI gets smarter the accuracy of Alexa, Siri and Google search gets better.
Smart speakers are on the rise there are over 39 million Americans who use smart speakers.
Companies are turning towards audio content to gain an upper hand in the battle for brand awareness. Bare in mind that you will get an answer from Alexa along with a word from your sponsor which means that brand shall soon be able to buy voice space.
Shoppable
Selling on Instagram got a lot more simple using Instagram’s Shoppable posts feature.
Instagram is like a storefront allowing consumers to discover and purchase goods seamlessly. The store front format allows consumers to spend more time exploring new brands and products that they love.
Instagram has been super intelligent in influencing the consumer journey
Instagram is an awesome platform for eCommerce players to get their products to be discovered by millions of consumers around the world. Instagram plays a very important role of converting browsers into shoppers. If you want to improve your online buzz and improve sales you should include Instagram into your marketing mix and take your ecommerce business to the next level.
Check out a detailed article: https://bit.ly/2CpEmOO
Omnichannel Personalisation
As technology advances and with mobile first the shopper has become a Omnichannel consumers. Consumers today are capable of shopping online and offline interchangeably with great ease as to Where, When and How to buy.
To connect with the Omni Channel customer brands need to automate recommendations and content personalization making the consumers journey seemless. Irrespective of the device or the location brands need to be able to connect, communicate and convert with the right consumer at the right time.
“Omni Channel is the ability for a customer to, say, order on the go via mobile, follow up on that order via email, pick up that order in one store, return a portion of that order in another.”
To achieve this level of customization its important to use Artificial Intelligence. AI empowers brands in building and manage consumer personas as well as predicting future purchase and NPS score.
Here are some of the key pages to consider for your personalization strategy:
· Homepage
· Shopping cart
· Wishlist
· Product page
· Category page
· Customer account pages
· Order confirmation pages (and automated confirmation emails)
· Even your 404 error page
“It can transform a generic customer interaction into one that will leave the customer engaged and enthused about doing business with your company again.”
A personalized experience is both human and digital. To achieve a seamless and shopping experience we have to maintain the right balance of digital and human experience to retain the customer loyal to the brand.
Written by ravneesh dhaneshwar
Email: ravneeshd@gmail.com
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