7 Digital Marketing Trends To Watch Out For In 2019
By Richard Fong
At this point, the digital marketing landscape has been disrupted so much that what was effective just a few years ago is now old hat.
Posting content to social media was once all you needed to grow a following. Today, customer interactions come at a premium. If you aren’t wowing your customers with personalized content or starting a real conversation with them, you’re falling behind the curve.
While some businesses are on the cusp of the latest marketing trends, many others are still playing catch-up to what was hot a few years ago.
If you still feel like your head is spinning from 2018, 2019 promises to be even more disruptive. And it isn’t just new technologies that are changing the game.
Here are 7 of the most important digital marketing trends to watch out for in 2019.
1. Omnichannel Marketing
“Omnichannel” is a term that gets thrown around a lot. But it’s not just a buzzword. The best way to understand omnichannel is to compare it to the term “multichannel.”
In a multichannel marketing strategy, you set up various marketing touchpoints which reinforce each other to ease a customer through their buying journey. For example, you may use social media as a channel to attract visitors to your website and email as a channel to nurture leads.
Omnichannel is similar. But it’s more universal.
The combining form, “Omni,” means “all,” “of all things,” or “in all ways or places.” Simply put, an omnichannel marketing strategy means you create marketing touchpoints that work together on every available channel. At the very least, you create consistent touchpoints on all the channels your customers use.
Most businesses use social media, search, and email as marketing channels. Although social media is still the top digital marketing channel according to 81% of marketers according to a survey by Clutch, customers (especially consumers) aren’t just engaging with brands by commenting on Facebook posts.
Some channels you should investigate are:
- Ephemeral video (such as Facebook and Instagram stories)
- Smartphone apps
- Live broadcasts
- Live chat
- PR and press releases
- Offline ads (they’re making a comeback)
- Direct mail (it’s also making a comeback)
- Offline events
- Chatbots and virtual assistants
All these channels can reinforce your existing marketing strategy – what you might call “traditional” digital marketing, at this point.
Omnichannel is particularly important for consumer-facing businesses. That’s because 70% of consumers use three channels or more to research a purchase. An omnichannel strategy is your company’s best way to build a one-of-a-kind customer experience for your customers.
Take Bank of America, for example:
(Image Source: Bank of America)
With the free BofA smartphone app, customers can do all their banking on the go. The virtual assistant “Erica” can even answer customer questions and help customers make financial decisions.
Bank of America serves up helpful content to existing customers through email, their app, and their website. They also send new product offerings through direct mail and through their app.
Omnichannel …read more
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